MNM3702 Exam Pack.
MNM3702 EXAM PACK
JUNE 2016
SECTION A
1) 2
2) 2
3) 3
4) 4
5) 1
6) 2
7) 1
8) 2
9) 2
10) 4
SECTION B
1.1) Causal research
Examines whether one variable causes or determines the value of another variable. The research is
conducted to reveal cause and effect between ...
Examines whether one variable causes or determines the value of another variable. The research is
conducted to reveal cause and effect between the dependent and independent variables. E.g.
increased advertising expenditure (cause) is the independent variable & an increased sale (effect) is
the dependent variable. Causal research may be performed in laboratories or in carefully controlled
field settings, such as restaurants or home where the researcher is able to exert some control over
the environment.
Best of KZN has an established customer base and full information on its business sector so casual
research design will be the best design.
Exploratory research design are intended to explore a relatively unknown area. It is necessary when
more information is required about a problem, opportunity or phenomenon and especially to collect
data that can contribute to more meaningful research questions.
Descriptive research necessary when knowledge of a particular market aspect is vague or where the
nature of the competition in a particular industry is unclear. Descriptive research can describe
opportunities or threats and answer the questions: who, what, when, where & why? Descriptive
research is based on some previous understanding of the nature of the research problem but the
conclusive evidence necessary to answer questions and determine a course of action has not been
collected.
1.2) Measurement errors - These errors pose a significant threat to the quality of data collected.
They are errors that result from a variation between information being sought and what is
actually obtained by the measurement process. There are four main types of measurement
errors:
, A) Response error is as a result of problems on the side of the respondent. The respondent may
not know the answer to the question and therefore not answer, or simply make up an
answer on the spot.
B) Non-response error arises when interviewees refuse to take part in the survey (and includes
those not at home when the researcher arrives to conduct an interview).
C) Interviewer error occurs when the interviewer, consciously or subconsciously, influences the
respondent to answer in a particular way.
D) Administrative error. If data is incorrectly captured into a computer program for analysis, the
results will not reflect the respondents' answers. Mistakes can arise when the
questionnaires are being edited and coded in preparation for data capturing.
Best of KZN is likely to incur non response errors with mail surveys.
1.3) Increasing mail survey response rates. The following are some of the most effective methods of
increasing the response rate:
a) It the more personal the documents, the greater the response rate.
b) Feedback is also usually increased when the respondents are contacted beforehand to
inform them of the importance of the survey.
c) A reminder can be sent out requesting the respondents to return the questionnaire if they
have not already done so
d) A well-designed and clear cover letter can motivate respondents to complete a
questionnaire
e) Rewards and incentives can be offered based on the completion of the questionnaire.
f) The promise of anonymity and confidentiality.
2.1)Probability sampling methods
a)Simple random sampling The sample is being selected in a way that every element of the
population has equal chance of being selected in a sample unit A simple random sample can be
drawn with or without replacement.
Sample without replacement - can be obtained as follows: a specific number of elements is drawn
one by one from the elements of the population in such a way that every time an element is drawn
from the population all the remaining elements in the population have the same probability of being
drawn. Sampling with replacement - is when a selected element is noted and put back into the
population before the next element is selected. In sampling without replacement, a selected
element is not put back into the population before the next element is selected. Any element can be
selected more than once in sampling with replacement and only once in sampling without.
b) Systematic sampling- The entire is population is numbered and elements are drawn using a skip
interval (it’s determined by dividing the population size by the sample size)
c) Stratified sample -The heterogeneous population is grouped into homogenous segments that are
mutually exclusive and comprehensive (no population element is excluded) . The researcher selects
elements from a number of samples to represent the entire population e.g. the researcher can make
a conclusion by interviewing 20% marketing research students.
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