Download marketing research - nov 2012 - Institute of Bankers in Malawi

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 newly opened
bank in the country. The Management is keen to undertake a program of marketing
research to help better understand customer needs. Your Marketing manager has
asked you to 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. Therefore, it is not
usually a worthwhile approach".
a) Suggest ways in which you might overcome the disadvantages usually
associated with postal surveys. Illustrate your answer with examples.
(5 marks)
b) 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. The
new recruits have asked you to write them brief notes that would help them
understand the difference between the following:
a) Primary research and secondary research.
b) Qualitative data and quantitative data.
c) Continuous research and ad hock research.
( 5 marks )
( 5 marks )
( 5 marks )
(Total 15 marks)
A qualification examined by the Institute of Bankers in Malawi
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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.
To organize his thoughts, he has asked you to prepare for him notes titled ‘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.
b) Stratified sampling.
c) Multi-stage sampling.
d) Quota sampling.
( 5 marks )
( 5 marks )
( 5 marks )
( 5 marks )
(Total 20 marks)
A qualification examined by the Institute of Bankers in Malawi
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QUESTION 7
Your bank has decided to bring all of its marketing research activity ‘in house’
because it is felt that to give knowledge of the company’s products and plans to
outside organizations is too risky in the commercial sense. Previously the bank has
used market research agencies to carry out ad hock marketing research as, and
when, it was needed.
You have been given the task of drawing up a list of the 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
A qualification examined by the Institute of Bankers in Malawi
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