Download MARKETING RESEA RCH - NOV 2012. doc

INSTITUTE OF BANKERS IN MALAWI
ADVANCED DIPLOMA IN BANKING EXAMINATION
SUBJECT: MARKETING RESEARCH (IOBM – AD304)
Date: Saturday, 10th November 2012
Time Allocated: 3 hours (08:00 – 11:00 am)
INSTRUCTIONS TO CANDIDATES
1
This paper consists of TWO Sections, A and B.
2
Section A consists of 4 questions, each question carries 15 marks.
Answer ALL questions.
3
Section B consists of 4 questions, each question carries 20 marks. Answer
ANY TWO questions.
4
You will be allowed 10 minutes to go through the paper before the start of the
examination, you may write on this paper but not in the answer book.
5
Begin each answer on a new page.
6
Please write your examination number on each answer book used.
Answer sheets without examination numbers will not be marked.
7
DO NOT open this question paper until instructed to do so.
SECTION A
(60 MARKS)
Answer ALL questions from this section.
QUESTION 1
You work for a bank that has recently lost a number of customers to a new bank in the
country. The Management is keen to undertake market research to understand
customer needs. Write a report explaining the stages of the marketing research
process.
(Total 15 marks)
QUESTION 2
Postal surveys take too long and response rates are typically low. It is therefore
assumed that this is not a good approach.
(a)
(b)
Suggest ways in which you might overcome the disadvantages usually
associated with postal surveys. Illustrate your answer with examples.
(5 marks)
What advantages and disadvantages would e-mail based surveys offer in
comparison with postal surveys?
(10 marks)
(Total 15 marks)
QUESTION 3
You work for a bank that is about to undertake a program of marketing research and
has recently recruited four new people who will be part of the research project. Write
brief notes to help the new recruits understand the difference between:
(a)
Primary research and secondary research.
(5 marks)
(b)
Qualitative data and quantitative data.
(5 marks)
(c)
Continuous research and ad hock research.
(5 marks)
(Total 15 marks)
A qualification examined by the Institute of Bankers in Malawi
2
QUESTION 4
Your Marketing Manager is debating whether he has to bring all the bank’s marketing
research activity ‘in house’ or continue to use marketing research agencies.
Required:
Prepare notes for your Marketing Manager outlining the five advantages and five
disadvantages of bringing all marketing research activities ‘in house’.
(15 marks)
(Total 15 marks)
SECTION B
(40 MARKS)
Answer ANY TWO questions from this section.
QUESTION 5
As a Marketing Executive working for a bank which is about to undertake a program of
marketing research and has decided to use a questionnaire to collect quantitative
data, write a report that address the following issues;
(a)
Four different ways of administering a questionnaire.
(b)
The relative advantages and disadvantages of each method.
(4 marks)
(16 marks)
(Total 20 marks)
QUESTION 6
Write short notes on each of the following sampling techniques.
(a)
Simple random sampling.
( 5 marks )
(b)
Stratified sampling.
( 5 marks )
(c)
Multi-stage sampling.
( 5 marks )
(d)
Quota sampling.
( 5 marks )
(Total 20 marks)
A qualification examined by the Institute of Bankers in Malawi
3
QUESTION 7
Your bank is to conduct all marketing research activities internally because it believes
that outsourcing the activities is too risky. Previously the bank has used market
research agencies to carry out ad hoc marketing research as and when it was
needed.
Required:
Draw up a list of tasks that will have to be undertaken by the new marketing research
department.
(20 marks)
(Total 20 marks)
QUESTION 8
You are a Marketing Executive for a relatively new bank on the market which is
considering introducing a new product aimed at college students and they want to
know how the product will be received.
You have been asked to prepare a report to the Sales and Marketing Manager
outlining the steps you would need to undertake and any specific marketing research
techniques you would employ to assess how the product would be received.
(20 marks)
(Total 20 marks)
END OF THE EXAMINATION PAPER
We can replace question 8. Opening paragraph is not clear enough. Who wants to know? Is it
the students or management? And then the requirement needs to be demarcated.
A qualification examined by the Institute of Bankers in Malawi
4