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Exam Paper for Marketing Research in BBA (With
Answers)
PAPER # 1
**Duration:** 2 hours
**Instructions:**
- Answer all multiple-choice questions by circling the correct letter
...


**Part A: Multiple-Choice Questions (2 marks each)**

1
...
Which type of research is conducted to gather preliminary information that can be
used to define problems and suggest hypotheses?
a) Exploratory research
b) Descriptive research
c) Causal research
d) Correlational research
**Answer: a**

3
...
Which of the following is a source of secondary data?
a) Surveys
b) Interviews
c) Company annual reports
d) Focus groups
**Answer: c**

5
...
Define and briefly explain the concept of sampling in marketing research
...
It's
impractical and often impossible to study an entire population, so sampling allows
researchers to draw conclusions about the population based on the characteristics of
the sample
...
It minimizes bias and ensures representativeness
...


7
...
(4 marks)

3

**Answer:** Primary data is data collected directly from original sources for a specific
research purpose
...
Example: Conducting surveys to collect customer feedback on a new
product
...
It's readily available and less expensive
than primary data
...


8
...
(6 marks)

**Answer:** The marketing research process typically consists of the following steps:

1
...

2
...

3
...

4
...

5
...

6
...


PAPER # 2
Instructions: Answer all questions
...
Which of the following is NOT a step in the marketing research process?

4

o

Problem definition

o

Data collection

o

Data analysis

o

Report writing

Product development
2
...
Which of the following is a common sampling method used in marketing
research?
o

Convenience sampling

o

Random sampling

o

Stratified sampling

o

All of the above

4
...
Which of the following is a common type of marketing research report?
o

Executive summary

o

Findings and recommendations

o

Both executive summary and findings and recommendations
None of the above

o

True/False Questions (1 mark each)
1
...
(False)

5

2
...

(False)
3
...
(True)
4
...

(True)
5
...

(True)
Short Answer Questions (5 marks each)
1
...


o

To generate, evaluate, and select marketing actions
...


2
...
What are the five main steps in the marketing research process?
o

Problem definition

o

Research design

o

Data collection

o

Data analysis

o

Report writing

4
...
What are the two main types of marketing research reports?
o

Descriptive reports

o

Analytical reports

Essay Question (10 marks)
Discuss the importance of marketing research in the decision-making process of a
business
...

Answers
Multiple Choice Questions
1
...
Qualitative research
3
...
Data analysis
5
...
False
2
...
True
4
...
True
Short Answer Questions
1
...

2
...

3
...

4
...

5
...

Essay Question
Marketing research is an essential part of the decision-making process of any business
...

By conducting marketing research, businesses can make more informed decisions
about all aspects of their marketing strategy, including product development, pricing,
promotion, and distribution
...


8

PAPER # 3
**Section A: Multiple Choice Questions (20 Marks)**
Select the most appropriate answer for each of the following questions
...
Which of the following is NOT a primary data collection method in marketing
research?

a) Surveys
b) Observations
c) Secondary data
d) Experiments

**Answer: c) Secondary data**

2
...
What does SWOT analysis stand for in marketing research?

a) Strengths, Weaknesses, Opportunities, Threats
b) Sales, Worth, Objectives, Targets
c) Strategies, Work, Operations, Time
d) Sample, Weight, Outcome, Trends

**Answer: a) Strengths, Weaknesses, Opportunities, Threats**

9

4
...
In the marketing research process, which of the following comes after data
collection?

a) Problem identification
b) Data analysis
c) Research design
d) Data interpretation

**Answer: b) Data analysis**

---

**Section B: Short Answer Questions (30 Marks)**

6
...
(6
marks)

**Answer:** Primary data is information collected directly from original sources for the
specific research purpose
...
Secondary data, on the other hand, is pre-existing data collected for other
purposes, like government reports or industry publications
...


10

7
...
(4 marks)

**Answer:** Sampling error refers to the difference between the characteristics of a
sample and the characteristics of the entire population from which the sample is drawn
...


8
...
(8 marks)

**Answer:** The marketing research process typically involves the following steps:
1
...

2
...

3
...

4
...

5
...

6
...

7
...

8
...


9
...

- It helps in setting research objectives and determining the scope of the study
...

- It facilitates the development of a structured research design
...


11

- It ensures that the research contributes to meaningful and actionable insights for
decision-making
...
Discuss the ethical considerations in marketing research and provide examples of
unethical practices
...

Examples of unethical practices include:

- Invasion of Privacy: Unauthorized collection of personal information without consent
...

- Bias in Data Collection: Intentional skewing of data through leading questions or
selective sampling
...

- Data Falsification: Altering or fabricating research data
...

- Lack of Informed Consent: Failing to inform participants of the research's purpose
and obtaining their voluntary participation
...
Explain the concept of market segmentation and provide an example of how it can
be applied in a marketing strategy
...
For example,
a cosmetics company may segment its market by demographics, such as age and
gender
...
For
instance, they might create a line of anti-aging skincare products targeted at women
over 40 and market it with messages and imagery that resonate with this segment
...
Discuss the importance of data analysis in marketing research
...
(10 marks)

**Answer:** Data analysis is crucial in marketing research as it transforms raw data
into meaningful insights for decision-making
...

- Regression Analysis: Examining relationships between variables, e
...
, how price
affects sales
...

- Cluster Analysis: Identifying groups of similar customers for targeted marketing
...

- SWOT Analysis: Evaluating strengths, weaknesses, opportunities, and threats to
inform strategies
...
g
...


PAPER # 4
Section A: Multiple Choice (1 mark each)
1
...
Marketing research

o

B
...
Marketing strategy

o

D
...
Which of the following is NOT a type of marketing research?

13

o

A
...
Descriptive research

o

C
...
Primary research

3
...
Focus group

o

B
...
Survey

o

D
...
Which of the following is a non-sampling error?
o

A
...
Sampling frame error

o

C
...
Response error

5
...
Problem definition

o

B
...
Data analysis

o

D
...
Explain the difference between primary and secondary research
...
Describe the three main types of research design
...
Discuss the ethical considerations that should be taken into account when
conducting marketing research
...
What are some of the challenges of conducting marketing research in the digital
age?
Section C: Essay (10 marks)

14

1
...

Answers
Section A
1
...
D
3
...
D
5
...
Primary research is data that is collected for the first time, specifically for the
marketing research project at hand
...

2
...
Exploratory research is used to generate new ideas and insights
...
Causal research is used to determine the cause-and-effect
relationship between two or more variables
...
Some of the ethical considerations that should be taken into account when
conducting marketing research include:
o

Informed consent: Respondents should be informed of the purpose of the
research and their participation should be voluntary
...


o

Beneficence: No harm should be done to respondents
...


4
...


o

The growing importance of data privacy: Consumers are becoming more
aware of the importance of data privacy, which can make them less willing
to participate in marketing research
...


Section C
Marketing research plays a vital role in the development and implementation of a
successful marketing plan
...

Here are some specific ways in which marketing research can be used to support the
marketing planning process:


To identify market opportunities and threats: Marketing research can be used to
identify new market opportunities, as well as potential threats to the business
...




To understand the target market: Marketing research can be used to understand
the target market's needs, wants, preferences, and behaviors
...

To evaluate marketing campaigns: Marketing research can be used to evaluate
the effectiveness of marketing campaigns
...




Overall, marketing research is an essential tool for any business that wants to develop
and implement a successful marketing plan
...
What is the primary purpose of marketing research?
o

A
...


o

B
...


o

C
...


o

D
...


2
...
Primary data
...
Secondary data
...
Qualitative data
...
Financial data
...
What is the difference between a sample and a population?
o

A
...


o

B
...


o

C
...


o

D
...


4
...
Random sampling
...
Convenience sampling
...
Quota sampling
...
All of the above
...
Which of the following is NOT a type of marketing research questionnaire?
o

17

A
...


o

B
...


o

C
...


o

D
...


Part B: True/False (1 mark each)
1
...
(True)
2
...
(False)
3
...
(True)
4
...
(True)
5
...
(True)
Part C: Short Answer (5 marks each)
1
...

2
...

3
...

4
...

5
...

Part D: Essay (10 marks)
1
...

Answers
Part A
1
...
D
3
...
D
5
...
True
2
...
True
4
...
True
Part C
1
...
It is important because
it helps businesses to understand their customers, identify new market
opportunities, and make informed marketing decisions
...
The two main types of marketing research data are primary and secondary data
...
Secondary data is collected from existing sources,
such as government publications, industry reports, or academic journals
...
The steps involved in the marketing research process are:
1
...

2
...

3
...

4
...

5
...

4
...

Convenience sampling: The sample is drawn from the population that is
most convenient to access
...


5
...

Closed-ended questions: Limit respondents to a specific set of answer
choices
...

Dichotomous questions: Ask respondents to choose between two options,
such as yes or no
...
Which of the following is NOT a type of marketing research? (a) Primary
research (b) Secondary research (c) Exploratory research (d) Explanatory
research (e) Descriptive research
Answer: (d) Explanatory research
2
...
(b) Collect data
...
(d) Develop
recommendations
...

Answer: (e) Implement recommendations
3
...
Which of the following is a qualitative research method? (a) Focus group (b)
Interview (c) Questionnaire (d) Observation (e) All of the above
Answer: (a) Focus group
5
...
Define marketing research
...
Explain the difference between primary and secondary research
...
List and explain the four main types of marketing research
...
Describe the steps involved in the marketing research process
...
Discuss the ethical considerations in marketing research
...
Marketing research is the systematic gathering, recording, and analysis of
qualitative and quantitative data about issues relating to marketing products and
services
...
Primary research is data that is collected specifically for the purpose of the
marketing research project
...

3
...


o

Descriptive research: This type of research is used to describe the
characteristics of a population or phenomenon
...


o

Causal research: This type of research is used to identify the cause-andeffect relationships between variables
...
The steps involved in the marketing research process are:
1
...

2
...

3
...

4
...

5
...

6
...

5
...


o

Confidentiality: Respondents' personal information should be kept
confidential
...


o

Respect for privacy: Respondents should be treated with respect and their
privacy should be protected
...

Answer:
Marketing research is essential for businesses of all sizes in today's competitive
environment
...
For
example, a business may conduct market research to assess the potential for a new
product or service before launching it
...

Overall, marketing research is a valuable tool that can help businesses to make better
decisions and improve their performance
...
Which of the following is NOT a primary data source in marketing research?
a
...
Social media
c
...
Observations

**Answer:** c
...
In the marketing research process, which step comes immediately after problem
definition?
a
...
Research design
c
...
Report preparation

**Answer:** b
...
What type of research is conducted to explore and generate insights about a problem
when little is known or understood?
a
...
Exploratory research
c
...
Experimental research

**Answer:** b
...
In a stratified sampling approach, what is the purpose of dividing the population into
strata?
a
...
To simplify data collection
c
...
To increase sample bias

**Answer:** a
...
Which of the following is an example of a closed-ended question in a survey?
a
...
"How often do you shop online?"
c
...
"
d
...
"How often do you shop online?"

**Section B: Short Answer Questions (3 marks each)**

6
...


**Answer:** Quantitative research methods involve the collection and analysis of
numerical data to draw statistical conclusions and make generalizations about a
population
...
Qualitative research methods often use open-ended questions,
interviews, and observations to explore the complexities of human behavior, while
quantitative methods rely on structured surveys, experiments, and statistical analysis for
precise measurement
...
What are the key components of a research proposal, and why is it important in
marketing research?

**Answer:** A research proposal typically includes the following key components:
- Title and introduction
- Problem statement and research objectives

24

- Literature review
- Research design and methodology
- Sampling plan
- Data collection and analysis methods
- Budget and timeline
- Conclusion and references

A research proposal is important in marketing research as it outlines the scope,
purpose, and methodology of the study
...


**Section C: Essay Questions (10 marks each)**

8
...
Provide examples of how segmentation can benefit a company's marketing
strategy
...

Significance:
- **Targeted Marketing:** By identifying specific segments, companies can tailor their
marketing strategies to cater to the unique needs and preferences of each group
...

- **Product Development:** Companies can design products and services that align
with the preferences of their target segments
...


Example: An automobile company might segment the market into economy car
buyers, luxury car buyers, and sports car enthusiasts
...


9
...
How can researchers
minimize sampling error in their studies?

25

**Answer:** Sampling error refers to the discrepancy between the characteristics of a
sample and the characteristics of the entire population
...
To minimize sampling error,
researchers can:
- **Use Random Sampling:** Select samples randomly to ensure each member of the
population has an equal chance of being included
...

- **Stratified Sampling:** Divide the population into strata and sample proportionally
from each stratum
...

- **Conduct Pilot Studies:** Test the sampling method and survey instruments to
identify and rectify potential issues before the main study
...
Read the following case and answer the questions that follow:

**Case Study: Online Retailer Expansion**

An online retailer has been considering expanding its operations to international
markets
...
However, they are unsure about which market to enter and
how to effectively target customers in the chosen market
...
Suggest a research design and methodology that the retailer can use to make an
informed decision about international expansion
...
Discuss the importance of conducting a competitive analysis in this context and
recommend specific methods to analyze the competition
...
To make an informed decision about international expansion, the retailer can use a
combination of exploratory and descriptive research
...

Following this, a descriptive research design, such as a cross-sectional survey, can be
conducted to collect quantitative data on customer preferences and buying behavior
...
The
research methodology can include a mixed-methods approach, combining surveys,
interviews, and data analysis
...
Competitive analysis is crucial for success in international markets
...

- **SWOT Analysis:** Evaluate competitors' strengths, weaknesses, opportunities,
and threats
...

- **Pricing Analysis:** Compare the pricing strategies of competitors in the target
market
...


By conducting comprehensive competitive analysis, the retailer can make wellinformed decisions on market entry strategies and marketing approaches
...
Actual exam questions and answers may vary based on your course
material and curriculum
...


27

KEYWORDS:
1
...
Marketing Research
3
...
BBA Marketing
5
...
Marketing Research Answers
7
...
BBA Practice Exam
9
...
BBA Marketing Research
11
...
BBA Exam Prep
13
...
Business Research
15
...
BBA Test Paper
17
...
Business School Exam
19
...
Marketing Research Study Guide

28



BBA



Marketing



Marketing Research



Exam



Answers



Multiple Choice Questions



True or False



Essay Questions



Case Studies



Numerical Questions

29



Marketing Concepts



Marketing Theories



Marketing Models



Market Segmentation



Product Development



Pricing



Promotion



Distribution



Marketing Mix



Branding



Marketing Channels



Logistics



Pricing Strategies



Promotional Strategies



Distribution Strategies



Marketing Strategies



Global Marketing



Digital Marketing



Social Media Marketing



Content Marketing



Inbound Marketing



Marketing Automation



Primary research



Secondary research



Qualitative research



Quantitative research



Sampling methods



Data collection methods



Data analysis methods



Research ethics



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