,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.
- Write your short answer responses in the space provided.
**Part A: Multiple-Choice Questions (2 marks each)**
1. What is the primary goal of marketing research?
a) Increase sales
b) Maximize profits
c) Understand and solve marketing problems
d) Enhance brand image
**Answer: c**
2. 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. In the marketing research process, what is the first step?
a) Data analysis
b) Problem definition
c) Data collection
d) Report writing
2
, **Answer: b**
4. Which of the following is a source of secondary data?
a) Surveys
b) Interviews
c) Company annual reports
d) Focus groups
**Answer: c**
5. A research design that involves studying a group of people over an extended period
is called:
a) Cross-sectional design
b) Experimental design
c) Longitudinal design
d) Case study design
**Answer: c**
**Part B: Short Answer Questions**
6. Define and briefly explain the concept of sampling in marketing research. (4 marks)
**Answer:** Sampling in marketing research is the process of selecting a subset (a
sample) from a larger group (the population) for the purpose of conducting 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. Two key types of sampling are:
- **Random Sampling:** Every member of the population has an equal chance of
being included in the sample. It minimizes bias and ensures representativeness.
- **Stratified Sampling:** The population is divided into subgroups or strata, and then
random samples are taken from each stratum to ensure representation of various
characteristics.
7. What is the difference between primary data and secondary data in marketing
research? Provide an example of each. (4 marks)
3
Answers)
PAPER # 1
**Duration:** 2 hours
**Instructions:**
- Answer all multiple-choice questions by circling the correct letter.
- Write your short answer responses in the space provided.
**Part A: Multiple-Choice Questions (2 marks each)**
1. What is the primary goal of marketing research?
a) Increase sales
b) Maximize profits
c) Understand and solve marketing problems
d) Enhance brand image
**Answer: c**
2. 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. In the marketing research process, what is the first step?
a) Data analysis
b) Problem definition
c) Data collection
d) Report writing
2
, **Answer: b**
4. Which of the following is a source of secondary data?
a) Surveys
b) Interviews
c) Company annual reports
d) Focus groups
**Answer: c**
5. A research design that involves studying a group of people over an extended period
is called:
a) Cross-sectional design
b) Experimental design
c) Longitudinal design
d) Case study design
**Answer: c**
**Part B: Short Answer Questions**
6. Define and briefly explain the concept of sampling in marketing research. (4 marks)
**Answer:** Sampling in marketing research is the process of selecting a subset (a
sample) from a larger group (the population) for the purpose of conducting 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. Two key types of sampling are:
- **Random Sampling:** Every member of the population has an equal chance of
being included in the sample. It minimizes bias and ensures representativeness.
- **Stratified Sampling:** The population is divided into subgroups or strata, and then
random samples are taken from each stratum to ensure representation of various
characteristics.
7. What is the difference between primary data and secondary data in marketing
research? Provide an example of each. (4 marks)
3
