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UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

MARKETING RESEARCH MKT537/536/562 OCTOBER 2009 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. This question paper consists of six (6) questions. Answer only four (4) questions in the Answer Booklet. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

4.

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 5 printed pages
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QUESTION 1 Understanding the differentiated needs of cross-cultural customers is crucial to maximized customer satisfaction. However, the relationship between a cross-cultural customer orientation (CCO) and customer satisfaction (CS) has yet to be empirically investigated in a multi-cultural country society like Malaysia. Therefore, 1 Malaysia Research (a consulting firm) wishes to study the determinants of CCO in services sector and its effects on CS and business performance, for the service firms in Malaysia. a) Write the problem statement for this study. (2 marks) b) Develop two specific objectives of the study. (3 marks) c) Develop two (2) research questions and two (2) hypotheses respectively. (8 marks) d) Suggest and explain the most appropriate research design for this study. (12 marks) QUESTION 2 Service orientation (SO) concerns the quality of implementations for internal and external services marketing of organisations for service excellence. You would like to understand how the SO is related to their customer satisfaction for the retail banking industry in Malaysia. Two hundred (200) branches of the retail banks in Malaysia participated in the nation-wide survey research. a) Identify the population and the sample in your study. (3 marks) b) Explain why sample can be more suitable than census in this study. (7 marks) c) Develop and explain the theoretical framework [along with explanations on three (3) relevant hypotheses] for this study. (15 marks)

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QUESTION 3 A category of qualitative technique called projective techniques is commonly used in marketing research, especially in product research. a) Briefly explain the projective techniques. (3 marks) b) With example, explain the word association technique. (6 marks) c) With example, explain two expressive techniques called role playing and third-party technique. (8 marks) Briefly explain three (3) advantages and three (3) disadvantages of projective techniques. (8 marks)

d)

QUESTION 4 a) Choosing question wording is crucial in questionnaire design. Discuss. (18 marks) b) Briefly explain the need for pre-testing in questionnaire design. (7 marks)

QUESTION 5 a) Based on the following assumptions and findings from the pilot test, explain the sample size determination process and determine the sample size using the mean approach. Level of precision Z value = +/- 0.20 =1.96 Level of confidence Standard deviation = 95% =1.40 (7 marks) b) Explain the sampling process for a descriptive survey. (10 marks)

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c)

Based on the sampling frame below, select 20% of the companies for each sector using Systematic Sampling (1 st sample is the 2nd company in the sector). (8 marks) No. Sector & Company Name Construction
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 AHMAD ZAKI RESOURCES BHD BREM HOLDINGS BHD EKOVEST BHD GADANG HOLDINGS BHD GAMUDA BHD GENERAL CORPORATION BHD HO HUP BHD HOCK SENG LEE BHD IJM CORPORATION BHD IREKA CORPORATION BHD ISYODA CORPORATION BHD KEN HOLDINGS BHD LOH & LOH CORPORATION BHD MERGE ENERGY BHD MITRAJAYA HOLDINGS BHD MTD ACPI ENGINEERING BHD MUDAJAYA GROUP BHD MUHIBBAH ENGINEERING (M) BHD NAM FATT CORPORATION BHD PINTARAS JAYA BHD PLB ENGINEERING BHD PROTASCO BHD SBC CORPORATION BHD SPK-SENTOSA CORPORATION BHD SUNWAY HOLDINGS BHD SUNWAY INFRASTRUCTURE BHD TSR CAPITAL BHD UEM BUILDERS BHD WCT ENGINEERING BHD YTL CORPORATION BHD 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

No.

Sector & Company Name Consumer Products

AJINOMOTO (M) BHD APEX HEALTHCARE BHD APOLLO FOOD HOLDINGS BHD ASIA FILE CORPORATION BHD BANENG HOLDINGS BHD BONIA CORPORATION BHD CAB CAKARAN CORPORATION BHD CARLSBERG BREWERY MALAYSIA BHD ENG KAH CORPORATION BHD FORMOSA PROSONIC INDUSTRIES BHD FRASER & NEAVE HOLDINGS BHD GOLDEN PHAROS BHD GOLDIS BHD GUINNESS ANCHOR BHD HALIFAX CAPITAL BHD HYTEX INTEGRATED BHD l-BHD JAYCORP BHD JERASIA CAPITAL BHD KBB RESOURCES BHD

QUESTION 6 a) The results shown in Table 1 were obtained from a questionnaire survey. The research objectives were to understand the customer-perceived service quality and examine the demographic influence on service quality perceptions. i) Develop a set of hypothesis on mean difference by gender and interpret the findings found in Table 1. (5 marks)

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i)

Develop a set of hypothesis on mean difference by age groups and interpret the findings found in Table 1. (5 marks) Table 1: User-perception Service Quality by Gender and Age Groups Variables Gender Male Female Age Groups (years) Below 30 30 and above Mean 4.94 4.54 4.88 4.68 Standard Deviation 1.149 1.256 1.035 0.965 p-value 0.00

Service Quality

Service Quality

0.02

b)

The results in Table 2 show the multiple regression results on the relationship between market orientation and brand loyalty. The level of significance was at 5% and the standardized beta coefficients were reported. i) Interpret the results and discuss the findings on the significance of market orientation-brand loyalty relationship and the relative importance of the market orientation dimensions. (10 marks) Table 2: Relationship between Market Orientation and Brand Loyalty

Market orientation Dimension 1: Customer orientation Dimension 2: Competitor orientation Dimension 3: Responsiveness Dimension 4: Inter-functional coordination R2= 0.52 Adjusted R2=0.49 F=9.50 n=126

3
0.33 0.28 0.06 0.30

t 2.71 2.42 0.17 2.53

P value 0.02 0.04 0.75 0.03

"')

Briefly explain the key assumptions for multiple regressions. (5 marks)

END OF QUESTION PAPER

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