marketing research past exam papers

A Applied Management
C Caterer Client Relations
Catering Theory and Practical
Child Health
Clothing Construction
Communication
Communication and Human Relations
Computer Practice
Computerised Financial Systems
Cost and Management Accounting
D Data Management: Farming
Daycare Communication
Daycare Management
Daycare Personnel Development
E Economics
Educare Didactics Theory and Practical
Educational Psychology
Entrepreneurship and Business Management
F Farming Technology and Mechanisation
Fashion Drawing
Financial Accounting
Financial Management: Farming
Food and Beverage Service
H History of Art
Hotel Reception
Human Resource Management: Farming
I Income Tax
Information Processing
Introductory Clothing Construction
Introductory Accounting
Introductory Communication
Introductory Computer Practice
Introductory Entrepreneurship
Introductory Factory Organisation
Introductory Information Processing
Introductory Marketing
Introductory Pattern Construction
Introductory Personnel Management
Introductory Public Administration
L Labour Relations
Legal Practice
M Maintenance Management: Farming
Management Communication
Management Farming
Marketing Communication
Marketing Management

Marketing Research

Medical Practice
Mercantile Law
Municipal Administration
N Nutrition and Menu Planning
O Office Practice
P Pattern Construction
Personnel Management
Personnel Training
Plant and Animal Production
Public Administration
Public Finance
Public Relations
S Sales Management
Sanitation and Housekeeping
Sanitation and Safety
T Tourism Communication
Tourist Destinations
Travel Office Procedures
Travel Services

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Preview text, university of westminster.

WESTMINSTER BUSINESS SCHOOL

EXAMINATION PAPER

Semester two, module code: bmkt, module title: marketing research, time: 10 :00am – 12 :30 pm.

This is a CLOSED book exam.

INSTRUCTIONS TO CANDIDATES:

SECTION A: Question 1 is compulsory

SECTION B: Answer ONE question from this section (Either Q2 or Q3 or Q4).

Note: each question (in Section A and Section B) is allocated 50 marks in total.

TIME ALLOWED: 2 HOURS and 30 MINUTES

(inclusive of 15 minutes planning time). Upon the start of the examination candidates will have 15 minutes planning time. During this time you may NOT open or write in the answer booklet other than to complete the answer booklet front cover. If you wish to make notes please use the back of this examination paper.

Calculators are not permitted.

The use of dictionaries is not permitted.

PLEASE DO N OT T U RN OV ER T H I S PAGE U N T I L

I n st ru ct ed t o do so by t h e i n v i gi lat or.

Answer question 1 (Section A) AND one question only from 2, 3, or 4 (Section B)

Question 1 (compulsory 50 marks in total)

Asda, the number 2 grocery retailer in the UK, is countering the rise of discounters by investing £50m in cutting prices across everyday items in the first quarter of 2014, a move it says will ‘even make the Poundshop and Aldi look expensive’.

The price offensive – which sees the price of items such as broccoli and Kingsmill 50/50 bread rolled back to 50p and products such as Muller Greek Light Yoghurt and Domestos bleach cut to £1 is supported by a marketing campaign running across TV, print and radio.

The January 2014 push forms part of the supermarket’s five-year strategy to invest £1bn in lowering its prices but at the same time improving the quality, style and design of its products and stores.

Asda is also taking part in the Government’s Change4Life ‘Smart Swaps’ campaign, by pointing customers towards healthy alternatives across categories such as soft drinks, butters and cheeses for as little as 75p.

With so many marketing initiatives, the Marketing Director is keen to ensure he has a strong research programme in place. Hence he is looking at a research project that will cover the various strategic issues Asda is addressing notably customer reactions to these marketing intitiatives.

[Source: Marketing Week, January 4, 2014 adapt]

Suppose you are the marketing research executive in an agency invited to tender for this Asda project. Produce a research proposal that addresses each of the issues indicated in the following table:

Background to provide the context for the
Marketing research objectives and rationale

supporting them

Methodology with some indication of why the

methods proposed are appropriate and a clear statement on sampling and some comment on data analysis

Timing and a general costing – you do not need

to be precise

Any other issues you believe are important

(50 marks) (End of Section A, Section B starts on the next page)

The consumer giant Procter &amp; Gamble is about to launch a new line of Crest toothpaste. The line, which P &amp; G will be selling soon comprises three flavours: ‘Mint Chocolate Trek’, ‘Lime Spearmint Zest’ and ‘Vanilla Mint Spark’. The Crest marketing team describes the new toothpaste as ‘it’s a whole new world of deliciousness for toothbrushes everywhere’. It is important to find out how the UK market will react to both the product and its communication message.

a) Design a focus group research programme (including some indication of the sample and discussion points to be covered in the groups) for the Crest Marketing Team at P &amp; G that will provide them with the appropriate information. (20 Marks)

b) Identify two projective techniques that would be appropriate for the Crest toothpaste focus groups and then compare and contrast the use of the two techniques in the Crest / P&amp;G research. (15 Marks)

c) Briefly critically evaluate, using examples to support the discussion, the following statement: Projective techniques cannot be used in quantitative research.

(Total: 50 marks)

(Question 4 starts on the next page)

a) The Furniture company BoConcept which offers a range of contemporary and modern furniture, is tapping into the market where people can’t afford to move houseand so need to use the space they do have more effectively. BoConcept is all about making design, furniture and colours come together in the home. It has seen a huge uptake of the free interior design service it launched to raise its brand profile. This design service is available in store where interior designers are available for customers to consult and discuss their ideas and complete any scheme ranging from one piece of furniture, single rooms and small apartments to big houses and corporate spaces.

BoConcept has asked you as marketing research executive to design a questionnaire (up to a maximum of 20 questions) that will be used to assess the level of satisfaction with this service. The self-completion questionnaire will be given / sent to everyone who has used this free service. (25 marks)

b) BoConcept have also now established a database of all their customers. Briefly explain two ethical considerations that BoConcept must consider in relation to database management in the UK. (10 marks)

c) Briefly critically evaluate, using examples to support the discussion, the following statement:

Research error is not predominantly sampling error. (15 marks)

END OF EXAMINATION

Multiple Choice

Module : Marketing Research (BMKT502)

University : university of westminster.

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