BBA 8th Semester
Market Reseach Board Question Paper 2024

TRIBHUVAN UNIVERSITY
FACULTY OF MANAGEMENT
Office of the Dean
August 2024
Full Marks:60 Pass Marks:30 Time:3 Hrs.
BBA /
Eighth Semester /
MKM 207:
Market Reseach

Candidates are required to give their answers in their own words as for as practicable.
The figures in the margin indicate full marks

Long Answer Questions
Section "A"

Brief answer questions:

[10 × 1 =10]
1.

State the meaning of marketing research.

2.

Why is ethics important in marketing research?

3.

Define research objective.

4.

What is the significance of a review of literature?

5.

Identify two characteristics of a good research design.

6.

How would you define quantitative research?

7.

List two sources of secondary data.

8.

Write down the types of a research questionnaire.

9.

What do you know about advertising research?

10.

State the significance of research proposal.

Section "B"

Short answer questions:

[6 × 5 = 30]
11.

Analyze and evaluate the factors affecting marketing research decisions.

12.

Assess the concept of a research problem and its importance in the research process.

13.

State and explain the types of sampling.

14.

Define data analysis and critically examine various methods of data analysis in marketing research.

15.

Evaluate and explain the format of a marketing research report.

16.

Analyze the purpose and significance of product research in marketing.

Section "C"

Comprehensive answer questions:

[4 × 5 = 20]
17.

Read the following case carefully and answer the questions that follow:
A branch of a reputed commercial bank in the core city area of Kathmandu has been offering banking services to its customers for the last fifteen years. Besides others, the primary services based on the bank's volume of transactions are accepting deposits, granting business loans, providing credit cards, and many more financial assistance. The targeted bank sectors primarily cover business people, service providers and local people within Kathmandu, Lalitpur, and Bhaktapur districts. The accustomed internal records indicate that around 60 percent of customers are from Kathmandu, 25 percent are from Lalitpur, and 15 percent are from the Bhaktapur districts. The bank is much interested in expanding its volume of transactions by maintaining a high level of customer satisfaction. Banks can improve their conductive working environment to enhance customer satisfaction. The bank has to identify the possible factors affecting customers' satisfaction. Those with change challenges; Theoretically, service qualities, service cost (interest), bank location, the responsiveness of employees (towards customers), ease of service, and online services are the prime factors affecting customer satisfaction in the service industry. Therefore, the bank would like to conduct research based on a survey of existing customers using a well-structured five-point Likert scale questionnaire to dig out fundamental factors affecting customer satisfaction at the bank, catering lower business volume. The information collected would be in scale form.
Questions:
a. In your opinion, what should be the research problem of the given case?
b. Make a schematic diagram of the conceptual framework.
c. Formulate at least three hypotheses.
d. Which research design would you recommend and why? Give reasons.