BMAR321 – 2023 – First Opportuity – MEMO – Mahikeng – English – Adapted
SECTION A: Multiple-choice questions / AFDELING A: Multikeuse vrae
[30]
Each question only has ONE correct answer. Please indicate your answers on the multiple-choice
card provided. / Elke vraag het slegs EEN korrekte antwoord. Dui asseblief jou antwoorde aan op
die Multikeusekaart wat voorsien is.
Question 1 /Vraag 1
The choice of the type of research design depends largely on: / Die keuse van die tipe
navorsingsontwerp hang grootliks af van:
a)
Budget restrictions / Begrotingsbeperkings
b)
Objectives of the research / Doelwitte van die navorsing
c)
Whether the research is domestic or international / Of die navorsing plaaslik of internasionaal
is
d)
Type of analytics required / Tipe ontleedkunde wat benodig word
e)
Researcher's background / Navorser se agtergrond
(Answer: b, SU3/CH4, LO1)
Question 2 /Vraag 2
The less we know about a market or subject, the more likely it is that a researcher should use
________ / Hoe minder ons van ʼn mark of onderwerp weet, hoe waarskynliker is dit dat ʼn navorser
________ moet gebruik:
a)
causal research / oorsaaklike navorsing
b)
descriptive research / beskrywende navorsing
c)
exploratory research / verkennende navorsing
d)
formal research / formele navorsing
e)
informal research / Informele navorsing
(Answer: c, SU3/CH4, LO3)
Question 3 /Vraag 3
________ is the process of searching for and interpreting existing information relevant to the
research topic. / ________ is die proses om bestaande inligting wat relevant is vir die
navorsingsonderwerp te soek en te interpreteer.
a)
Primary data analysis / Primêre data-analise
b)
Secondary data analysis / Sekondêre data-analise
c)
Interpretative data analysis / Interpretatiewe data-analise
d)
Analytical data analysis / Analitiese data-analise
e)
Descriptive data analysis / Beskrywende data-analise
(Answer: b, SU3/CH4, LO1)
Paper / Vraestel
1/21
Question 4 /Vraag 4
Focus groups are one of the most widely used ________ methods to gain a greater understanding
of a current problem or to develop preliminary knowledge to guide in the design of descriptive or
causal research. / Fokusgroepe is een van die mees gebruikte ________-metodes om ʼn groter
begrip van ʼn huidige probleem te verkry of om voorlopige kennis te ontwikkel om die beskrywende
of oorsaaklike navorsing te ontwerp.
a)
exploratory research / verkennende navorsing
b)
case study analysis research / gevallestudie-analise-navorsing
c)
experience research / ervaringnavorsing
d)
descriptive research / beskrywende navorsing
e)
observation research / waarnemingsnavorsing
(Answer: a, SU3/CH4, LO3)
Question 5 /Vraag 5
What types of studies do descriptive research studies include? / Watter soorte studies sluit
beskrywende navorsingstudies in?
a)
Studies that specify the causality in the problem / Studies wat die oorsaaklikheid van die
probleem spesifiseer
b)
Studies that need answers to who, what, when, where, and how questions / Studies wat
antwoorde benodig op wie-, wat-, wanneer-, waar- en hoe-vrae
c)
Studies that describe previous findings in similar problems / Studies wat vorige bevindings in
soortgelyke probleme beskryf
d)
Research designs are used after studies are completed and are used to make improvements
in future research studies’ who, what, when, where, how, and why questions /
Navorsingsontwerpe word gebruik nadat studies voltooi is en word gebruik om verbeterings
aan te bring in toekomstige navorsingstudies se wie-, wat-, wanneer-, waar-, hoe- en hoekomvrae
e)
Studies that are conducted in informal research / Studies wat in informele navorsing uitgevoer
word
(Answer: b, SU3/CH4, LO2)
Question 6 /Vraag 6
A variable that exerts influence on the dependent variable but is not an independent variable is a(n):
/ ʼn Veranderlike wat invloed uitoefen op die afhanklike veranderlike, maar nie ʼn onafhanklike
veranderlike nie, is ʼn:
a)
Extraneous variable / Vreemde veranderlike
b)
Non-extraneous variable / Nie-vreemde veranderlike
c)
Complex variable / Komplekse veranderlike
d)
Co-dependent variable / Mede-afhanklike veranderlike
e)
None of the above / Nie een van die bogenoemde nie
(Answer: a, SU3/CH4, LO2)
Paper / Vraestel
2/21
Question 7 /Vraag 7
Which of the following concerns internal validity? / Watter van die volgende het betrekking op interne
geldigheid?
a)
The extent to which the change in the dependent variable was actually due to the independent
variable / Die mate waarin die verandering in die afhanklike veranderlike eintlik die gevolg was
van die onafhanklike veranderlike
b)
The measurement of extraneous variables that is internal to the experimental setting itself /
Die meting van vreemde veranderlikes wat intern is in die eksperimentele instelling self
c)
The extent that the observed relationship between the independent variable and the dependent
variable is generalisable to the real world / Die mate waarin die waargenome verhouding
tussen die onafhanklike veranderlike en die afhanklike veranderlike veralgemeen kan word vir
die werklike wêreld
d)
The representativeness of the sample test units / Die verteenwoordigendheid van die
steekproeftoetseenhede
e)
None of the above / Nie een van die bogenoemde nie
(Answer: a, SU3/CH4, LO6)
Question 8 /Vraag 8
Brand-switching studies can be invaluable to brand managers because ________ that show
changes in market shares between several brands can be misleading. / Handelsmerkwisselingstudies kan van onskatbare waarde wees vir handelsmerkbestuurders, want ________ wat
wys op veranderinge in markaandele tussen verskeie handelsmerke kan misleidend wees.
a)
longitudinal studies / longitudinale studies
b)
cross-sectional studies / deursneestudies
c)
directional studies / rigtingstudies
d)
discontinuous studies / diskontinue-studies
e)
Multivariate studies / Meerveranderlike studies
(Answer: b, SU3/CH4, LO5)
Question 9 /Vraag 9
One of the disadvantages of focus groups is that: / Een van die nadele van fokusgroepe is dat:
a)
results may be interpreted in an objective fashion / resultate kan objektief geïnterpreteer word
b)
although the cost-per-participant is low, representativeness is also low / hoewel die koste per
deelnemer laag is, is die verteenwoordigendheid ook laag
c)
the moderator’s report is based on a subjective evaluation of participants’ statements and
interactions / die moderator se verslag is gebaseer op ʼn subjektiewe evaluering van verklarings
en interaksies van deelnemers
d)
it is difficult to access special respondent groups, such as lawyers or doctors / dit is moeilik om
toegang te kry tot spesiale respondent-groepe, soos prokureurs of dokters
e)
although the cost-per-participant is high, representativeness is also high / hoewel die koste per
deelnemer hoog is, is die verteenwoordigendheid ook hoog
(Answer: c, SU4/CH6, LO3)
Paper / Vraestel
3/21
Question 10 /Vraag 10
An observation technique where the researcher identifies beforehand which behaviours are to be
observed and recorded is known as: / ʼn Waarnemingstegniek waar die navorser vooraf identifiseer
watter gedrag waargeneem en opgeteken moet word, staan bekend as:
a)
unstructured observation / ongestruktureerde waarneming
b)
physical traces / fisiese volging
c)
structured observation / gestruktureerde waarneming
d)
invented observation / het waarneming uitgevind
e)
in situ observation / waarneming in situ
(Answer: c, SU4/CH6, LO2)
Question 11 /Vraag 11
When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy,
which type of observation is being used? / Wanneer ʼn ‘geheime koper’ gebruik word om die vlak van
kliëntehulp en hoflikheid van verkoopspersone te rapporteer, watter soort waarneming word
gebruik?
a)
overt / overte
b)
physical traces / fisiese volging
c)
covert / koverte
d)
invented / uitgedinkte
e)
archives / argiewe
(Answer: c, SU4/CH6, LO5)
Question 12 /Vraag 12
Which type of research involves administration of a set of structured questions where the response
options have been predetermined and a large number of respondents are involved? / Watter tipe
navorsing behels die bestuur van ʼn stel gestruktureerde vrae waar die antwoordopsies vooraf bepaal
is en ʼn groot aantal respondente betrokke is?
a)
qualitative research / kwalitatiewe navorsing
b)
focus group research / fokusgroepnavorsing
c)
pluralistic research / pluralistiese navorsing
d)
quantitative research / kwantitatiewe navorsing
e)
socratic research / socratiese navorsing
(Answer: d, SU4/CH6, LO1)
Question 13 /Vraag 13
What is a disadvantage of using person-administered surveys? / Wat is die nadeel van die gebruik
van persoon-geadminstreerde opnames?
a)
quality control / kwaliteitkontrole
b)
rapport / rapport
c)
feedback / terugvoer
d)
slow speed / stadige spoed
e)
adaptability / aanpasbaarheid
(Answer: d , SU5/CH7, LO4)
Paper / Vraestel
4/21
Question 14 /Vraag 14
Adaptability refers to the ability to react to respondents’ differences. Which survey method is best
suited for adaptability? / Aanpasbaarheid verwys na die vermoë om te reageer op die verskille van
die respondente. Watter opnamemetode is die beste geskik vir aanpasbaarheid?
a)
computer-administered surveys / rekenaar-geadministreerde opnames
b)
self-administered surveys / self-geadminstreerde opnames
c)
drop-off surveys / afleweringsopnames
d)
mixed surveys / gemengde opnames
e)
person-administered surveys / persoon-geadminstreerde opname
(Answer: e, SU5/CH7, LO4)
Question 15 /Vraag 15
Interview evaluation refers to: / Onderhoudsevaluering verwys na:
a)
interviewer anxieties caused by the interview procedure / onderhoudvoerder se
bekommernisse wat deur die onderhoudsprosedure veroorsaak word
b)
an evaluation of the interviews by the client/manager / ʼn evaluering van die onderhoude deur
die kliënt/bestuurder
c)
respondent anxieties caused by the presence of an interviewer / angs wat deur respondente
ervaar word as gevolg van die teenwoordigheid van ʼn onderhoudvoerder
d)
an evaluation of the quality of the interviews by an editor / ʼn evaluering van die kwaliteit van
die onderhoude deur ʼn redakteur
e)
an overall procedure for evaluating the quality of the entire interview process / ʼn algehele
prosedure vir die evaluering van die kwaliteit van die hele onderhoudsproses
(Answer: c, SU5/CH7, LO5)
Question 16 /Vraag 16
One disadvantage of mall-intercept interviewing is that: / Een nadeel van die winkelsentrumonderskep-onderhoude is dat:
a)
mall shoppers may not be representative of the target market population /
winkelsentrumkopers verteenwoordig moontlik nie die teikenmarkpopulasie nie
b)
turnover rates are high / die omsetkoers is hoog
c)
mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to
implement / winkelsentrum-onderskep is moeilik om te implementeer omdat dit die
samewerking van alle winkels in ʼn winkelsentrum benodig
d)
assault rates of interviewers can be high in some areas / aanrandingskoerse van
onderhoudvoerders in sommige gebiede kan hoog wees
e)
interviewers in mall-intercept studies are often distracted by mall activities /
onderhoudvoerders in winkelsentrum-onderskepstudies word dikwels afgelei deur aktiwiteite
in winkelsentrums
(Answer: a, SU5/CH7, LO3)
Paper / Vraestel
5/21
Question 17 /Vraag 17
Advantages of computer-assisted telephone interviewing (CATI) include: / Voordele van
rekenaarondersteunde telefoniese onderhoudvoering (CATI) sluit die volgende in:
a)
it can be enhanced with the drop-off survey technique / dit kan verbeter word met die
afleweringsopnametegniek
b)
setup costs are low / opstelkoste is laag
c)
cable and TV interviewing may be conducted simultaneously / kabel- en TV-onderhoude kan
gelyktydig gevoer word
d)
interviews can be conducted via TV cable / onderhoude kan via TV-kabel gevoer word
e)
the computer dials the respondent, brings up the questions to the interviewer, and moves
ahead to the appropriate question / die rekenaar skakel die respondent, bring die vrae aan die
onderhoudvoerder en beweeg na die toepaslike vraag
(Answer: e, SU5/CH7, LO3)
Question 18 /Vraag 18
Which of the following would be considered an example of the drop-off survey? / Watter van die
volgende word as ʼn voorbeeld van die afleweringsopname beskou?
a)
A hotel leaves a questionnaire in a room for customers to evaluate their accommodations / ʼn
Hotel laat ʼn vraelys in ʼn kamer vir kliënte om hul akkommodasie te evalueer
b)
A graduate student hands surveys out to other students to be placed in a drop box when
completed / ʼn Gegradueerde student gee opnames aan ander studente om dit in ʼn boks te
plaas wanneer dit voltooi is
c)
A researcher brings a questionnaire to a respondent's home and leaves it to be completed / ʼn
Navorser bring ʼn vraelys na ʼn respondent se huis en los dit om voltooi te word
d)
A retail store offers a customer a survey and promises a gift certificate if they return the
questionnaire on their next visit / ʼn Kleinhandelwinkel bied aan ʼn kliënt ʼn opname en beloof ʼn
geskenkbewys as hulle die vraelys teruggee tydens hul volgende besoek
e)
All of the above would be considered drop-off surveys / Al die bogenoemde sal as
afleweringsopnames beskou word
(Answer: e , SU5/CH7, LO3)
Question 19 /Vraag 19
Screening questions are used to: / Siftingsvrae word vir die volgende gebruik:
a)
shield the true purpose of a question from a respondent / om die ware doel van ʼn vraag van ʼn
respondent te beskerm
b)
ensure that certain results will be achieved by choosing your respondents / om te verseker dat
sekere resultate behaal word deur u respondente te kies
c)
increase response rates by screening out unlikely respondents / om die responskoerse te
verhoog die deur onwaarskynlike respondente te ondersoek
d)
determine whether or not a potential respondent qualifies to take part in a survey based on
certain selection criteria the researcher has deemed essential / om te bepaal of ʼn potensiële
respondent in aanmerking kom of nie om aan ʼn opname deel te neem op grond van sekere
seleksiekriteria wat die navorser as noodsaaklik geag het
e)
increase reliability by screening out respondents with inconsistent answers / om
betroubaarheid te verhoog deur respondente met inkonsekwente antwoorde uit te soek
(Answer: d, SU6/CH8, LO5)
Paper / Vraestel
6/21
Question 20 /Vraag 20
"Are you satisfied with the restaurant's food and service?" is an example of what kind of question? /
“Is u tevrede met die restaurant se kos en diens?” is ʼn voorbeeld van watter soort vraag?
a)
focused / gefokusde
b)
leading / leidend
c)
double-barreled / dubbel-loop
d)
loaded / gelaaide
e)
overstated / oorbeklemtoonde
(Answer: c, SU6/CH8, LO5)
Question 21 /Vraag 21
An overstated question is one that: / ʼn Oorgestelde vraag is een wat:
a)
asks the same thing over and over / dieselfde ding oor en oor vra
b)
is two different questions posed as one / twee verskillende vrae is wat as een gestel word
c)
cues the respondent how to answer / lei die respondent oor hoe om te antwoord
d)
uses words that most respondents would not understand / gebruik woorde wat die meeste
respondente nie sou verstaan nie
e)
places undue emphasis on some aspect of the topic / plaas onnodige klem op een of ander
aspek van die onderwerp
(Answer: e, SU6/CH8, LO5)
Question 22 /Vraag 22
Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale
question because: / Sommige navorsers meen dat ʼn middelpunt of neutrale posisie NIE by ʼn
skaalvraag ingesluit moet word nie, want:
a)
it violates the statistical assumption of symmetry / dit is in stryd met die statistiese aanname
van simmetrie
b)
it allows respondents to dodge or hide their feelings / dit laat respondente toe om hul gevoelens
te ontduik of weg te steek
c)
it creates a problem in terms of how you value the mid-point in the calculation of statistics / dit
skep ʼn probleem in terme van hoe u die middelpunt by die berekening van statistieke waardeer
d)
it creates a problem in trying to code the scale items / dit skep ʼn probleem om die skaalitems
te probeer kodeer
e)
it creates an odd number / dit skep ʼn onewe getal
(Answer: b, SU6/CH8, LO5)
Question 23 /Vraag 23
________ is an entire group under study as specified by the objectives of the research project. /
________ is ʼn hele groep wat bestudeer word soos gespesifiseer deur die doelwitte van die
navorsingsprojek.
a)
Study group / Studiegroep
b)
Population / Populasie
c)
Sample / Steekproef
d)
Census / Sensus
e)
Population accounting / Populasiesrekeningkunde
(Answer: b, SU7/CH9, LO1)
Paper / Vraestel
7/21
Question 24 /Vraag 24
When a researcher uses his or her judgement or that of some other knowledgeable person to identify
who will be in the sample, he or she is using what type of nonprobability sampling method? / Wanneer
ʼn navorser sy of haar oordeel of dié van ʼn ander kundige persoon gebruik om te identifiseer wie in
die steekproef sal wees, gebruik hy of sy watter tipe niewaarskynlikheidsteekproefmetode?
a)
Convenience sampling /Gerieflikheidssteekproefneming
b)
Purposive sampling / Doelgerigte steekproefneming
c)
Chain referral sampling / Kettingverwysingsteekproefneming
d)
Quota sampling / Kwotasteekproefneming
e)
Cluster sampling / Klustersteekproefneming
(Answer: b, SU7/CH9, LO5)
Question 25 /Vraag 25
The ________ is a definite sequence of steps that the researcher goes through to draw and
ultimately arrive at the final sample. / Die ________ is ʼn definitiewe volgorde van stappe waardeur
die navorser gaan om uiteindelik op die finale steekproef te besluit en te selekteer.
a)
sample plan / steekproefplan
b)
sample method / steekproefmetode
c)
sample technique / steekproeftegniek
d)
sample objective / steekproefdoelwit
e)
sample size / steekproefgrootte
(Answer: a, SU7/CH9, LO6)
Question 26 /Vraag 26
Which sampling method is used as a means of ensuring that convenience samples will have the
desired proportion of different respondent classes? / Watter steekproefmetode word gebruik as ʼn
manier om te verseker dat geriefsteekproewe die verlangde verhouding van verskillende
respondentklasse sal hê?
a)
Convenience sampling / Gerieflikheidssteekproefneming
b)
Quota sampling / Kwota steekproef
c)
Purposive sampling / Doelgerigte steekproefneming
d)
Chain referral sampling / Kettingverwysingsteekproefneming
e)
Cluster sampling / Klustersteekproefneming
(Answer: b, SU7/CH9, LO5)
Question 27 /Vraag 27
All errors in a survey except those attributable to the sample plan and sample size are termed: / Alle
foute in ʼn opname behalwe dié wat aan die steekproefplan en steekproefgrootte toegeskryf kan
word, word genoem:
a)
Nonsampling error / Nie-steekproeffout
b)
Sample risk / Steekproefrisiko
c)
Continuity error / Kontinuïteitsfout
d)
Transcript error / Transkripsiefout
e)
Sampling error / Steekproeffout
(Answer: a, SU8/CH11, LO1)
Paper / Vraestel
8/21
Question 28 /Vraag 28
When a data collection person willfully violates the data collection requirements set forth by the
researcher, it is known as: / Wanneer ʼn data-insamelingspersoon opsetlik die datainsamelingsvereistes wat deur die navorser uiteengesit is, oortree, staan dit bekend as:
a)
Unintentional fieldworker error / Onbedoelde veldwerkerfout
b)
Intentional fieldworker error / Opsetlike veldwerkerfout
c)
Intentional respondent error / Opsetlike respondentfout
d)
Unintentional respondent error / Onbedoelde respondentfout
e)
Intentional panel error / Opsetlike paneelfout
(Answer: b, SU8/CH11, LO2)
Question 29 /Vraag 29
One of the most important ways to control a wide variety of nonsampling errors on the part of both
interviewers and respondents during the data collection stage of the marketing research process is
to: / Een van die belangrikste maniere om ʼn wye verskeidenheid nie-steekproeffoute aan die kant
van beide onderhoudvoerders en respondente tydens die data-insamelingstadium van die
bemarkings-navorsingsproses te beheer, is om:
a)
Allocate sufficient amounts for survey administration / voldoende bedrae toe vir opnameadministrasie toe te ken
b)
Stress the importance of good questionnaire design in reducing these errors / die belangrikheid
van goeie vraelysontwerp om hierdie foute te verminder tge beklemtoon
c)
Stress the importance of thorough validation / die belangrikheid van deeglike validering the
beklemtoon
d)
Focus on paying respondents and interviewers appropriately / te fokus daarop om respondente
en onderhoudvoerders behoorlik te betaal
e)
Stress the importance of good rest / die belangrikheid van goeie rus te beklemtoon
(Answer: b, SU8/CH11, LO3)
Question 30 /Vraag 30
When inspecting raw data, researchers look for break-offs, which are: / By die inspeksie van rou
data, soek navorsers na afbrekings, wat die volgende is:
a)
A non-response / ʼn Nie-reaksie
b)
The signal of a complete response / Die sein van ʼn volledige reaksie
c)
An omitted response / ʼn Weggelaatreaksie
d)
An incomplete response / ʼn Onvolledige reaksie
e)
A completed response / ʼn Voltooide antwoord
(Answer: d, SU8/CH11, LO6)
Paper / Vraestel
9/21
SECTION A: Multiple-choice questions
[30]
Each question only has ONE correct answer. Please indicate your answers on the multiple-choice
card provided.
Question 1 /Vraag 1 = (Answer: b, SU3/CH4, LO1)
1
B
B
Question 2 /Vraag 2 = (Answer: c, SU3/CH4, LO3)
2
C
C
Question 3 /Vraag 3 = (Answer: b, SU3/CH4, LO1)
3
B
B
Question 4 /Vraag 4 = (Answer: a, SU3/CH4, LO3)
4
A
A
Question 5 /Vraag 5 = (Answer: b, SU3/CH4, LO2)
5
B
B
Question 6 /Vraag 6 = (Answer: a, SU3/CH4, LO2)
6
A
A
Question 7 /Vraag 7 = (Answer: a, SU3/CH4, LO6)
7
A
A
Question 8 /Vraag 8 = (Answer: b, SU3/CH4, LO5)
8
B
B
Question 9 /Vraag 9 = (Answer: c, SU4/CH6, LO3)
9
C
C
Question 10 /Vraag 10 = (Answer: c, SU4/CH6, LO2)
10
C
C
Question 11 /Vraag 11 = (Answer: c, SU4/CH6, LO5)
11
C
C
Question 12 /Vraag 12 = (Answer: d, SU4/CH6, LO1)
12
D
D
Question 13 /Vraag 13 = (Answer: d , SU5/CH7, LO4)
13
D
D
Question 14 /Vraag 14 = (Answer: e, SU5/CH7, LO4)
14
E
E
Question 15 /Vraag 15 = (Answer: c, SU5/CH7, LO5)
15
C
C
Question 16 /Vraag 16 = (Answer: a, SU5/CH7, LO3)
16
A
A
Question 17 /Vraag 17 = (Answer: e, SU5/CH7, LO3)
17
E
E
Question 18 /Vraag 18 = (Answer: e , SU5/CH7, LO3)
18
E
E
Question 19 /Vraag 19 = (Answer: d, SU6/CH8, LO5)
19
D
D
Question 20 /Vraag 20 = (Answer: c, SU6/CH8, LO5)
20
C
C
Question 21 /Vraag 21 = (Answer: e, SU6/CH8, LO5)
21
E
E
Question 22 /Vraag 22 = (Answer: b, SU6/CH8, LO5)
22
B
B
Question 23 /Vraag 23 = (Answer: b, SU7/CH9, LO1)
23
B
B
Question 24 /Vraag 24 = (Answer: b, SU7/CH9, LO5)
24
B
B
Question 25 /Vraag 25 = (Answer: a, SU7/CH9, LO6)
25
A
A
Question 26 /Vraag 26 = (Answer: b, SU7/CH9, LO5)
26
B
B
Question 27 /Vraag 27 = (Answer: a, SU8/CH11, LO1)
27
A
A
Question 28 /Vraag 28 = (Answer: b, SU8/CH11, LO2)
28
B
B
Question 29 /Vraag 29 = (Answer: b, SU8/CH11, LO3)
29
B
B
Question 30 /Vraag 30 = (Answer: d, SU8/CH11, LO6)
30
D
D
Paper / Vraestel
10/21
SECTION B: Theory questions / AFDELING B: Teorie vrae
[10]
Answer the theory questions by providing full sentences. Refer to the mark allocation and answer
accordingly. / Beantwoord die teorievrae deur volsinne te verskaf. Verwys na die puntetoekenning
en beantwoord dienooreenkomstig.
Question 1 /Vraag 1
(6)
Differentiate between quantitative, qualitative research and mixed-method research techniques and
provide an example of each. / Onderskei tussen kwantitatiewe, kwalitatiewe en gemengde metodenavorsingstegnieke en verskaf ʼn voorbeeld van elk.
SU: 4
Texbook: p. 149-150
Study outcome: 1
Marking:
Quantitative research is defined as research involving the administration of a set of structured
questions with predetermined response options to a large number of respondents. (1 mark)
Example: When you think of quantitative research, you might envision a company that has a panel
whose members complete an online survey. (1 mark)
Qualitative research, in contrast, involves collecting, analysing and interpreting unstructured data
by observing what people do and say. (1 mark)
Example: Procter & Gamble may be interested in improving its Ultra Tide laundry detergent, so it
invites a group of 30-to 45-year-old parents to brainstorm how Ultra Tide could perform better, how
its packaging could be improved, or other features of the detergent. (1 mark)
Mixed methods research is defined as the integration of qualitative and quantitative research
methods, with the aim of gaining the advantages of both. (1 mark)
Example: In-depth interviews of selected dealers or a series of focus group discussions with
customers might be used to understand how a product or service is percieved in comparison to
competirors. Followed by an onlne survey. (1 mark)
Paper / Vraestel
11/21
Question 2 /Vraag 2
(4)
Identify and explain four (4) types of quantitative research methods of data collection.
SU: 4
Texbook: p. 149-150, Study outcome: 1
Marking:
•
1 Observation: occurs when researchers observe behaviour. (1 mark)
•
2 Focus groups: occurs when small groups of people are brought together and guided by
unstructured, spontaneous discussion. (1 mark)
•
3 Online Focus groups: occurs when small groups of people are brought together online
and guided by unstructured, spontaneous discussion. (1 mark)
•
4 Ethnographic research: is used in marketing to gain a deeper and more comprehensive
understanding of consumers and their behavior by studying the behavior in situ over
prolonged periods. (1 mark)
5 In-Depth Interviews (Page 137)
An in-depth interview or IDI is defined as a set of probing questions posed one-on-one to a
subject by a trained interviewer in order to gain insight into what the respondent thinks or why
he or she behaves in a certain way. An IDI may be conducted in the respondent’s home, or at
a central interviewing location such
6 Protocol analysis (Page 138)
involves placing a person in a decision making situation and asking him or
her to verbalize everything he or she considers when making a decision.
7 Projective techniques (Page 139)
involve situations in which participants are placed in (projected into) simulated
activities in hopes that they will divulge things about themselves that they might not reveal
under direct questioning.
8 Neuromarketing (Page 140)
is the study of an individual’s involuntary responses to marketing stimuli, including eye movement,
heart rate, skin conductance, breathing, and brain activity.
Paper / Vraestel
12/21
SECTION C: Application questions / AFDELING C: Toepassingsvrae [60]
Read the case study of Checkers Little Shop Campaign and answer questions 7-13 accordingly.
CASE STUDY: CHECKERS LITTLE SHOP CAMPAIGN
In 2016, Checkers started the Little Shop campaign, in which consumers received a mini-replica of actual
products for every R150 spent. This campaign was very successful and grew into Little Shop 2 and Little Shop
3 in 2022. During the Little Shop 3 campaign, consumers received a mini-replica for every R200 they spent.
These replicas represented 29 well-known South African brands, including All Gold Tomato Sauce, Flora
Margarine and Omo Washing Powder, and were exactly smaller copies of the actual products. As one
spokesperson from Checkers stated: “Checkers Little Shop is a fun way of rewarding our loyal customers as
well as celebrating the brands that have become part of our everyday lives. It is all about fun for the whole
family.” The campaign proved to be successful, as it not only generated additional revenue for Checkers, but
also a lot of positive word of mouth on social media platforms, such as Facebook.
However, some consumer advocate groups criticised Checkers for using ‘pester marketing’ with the Little Shop
Campaign. Pester marketing occurs when marketing tactics are aimed at soft targets (such as children), who
in turn manipulate other consumer groups (such as parents) to alter their purchasing decisions. Consumer
advocate groups alleged that the Little Shop campaign was aimed at children, who pester their parents to
spend more at Checkers to get the mini-replica brands. Checkers have subsequently decided to conduct
marketing research amongst South African parents who have received mini-replica brands from their
purchases to determine the campaign’s effectiveness and whether they perceived the campaign as ‘pester
marketing’ or not. Checkers would also like to measure the effect the campaign had on parents’ loyalty, whether
parents intend to increase their share of grocery spending at Checkers, and which parents were inclined to
provide positive word-of-mouth following the campaign. To test various hypotheses, Checkers would like to
collect data from 5 000 respondents across South Africa. In the absence of a sample frame, Checkers is
considering the use of an online survey. Specifically, Checkers would like to post a link of the survey on social
media platforms, such as Facebook, which respondents can click on and complete. Checkers is also
considering the use of incentives to encourage respondents to participate in the study. Annexure A contains
preliminary questions that Checkers would like to include in the questionnaire for the online survey:
Source adapted from:
Smith, C. 2016. Mini craze as Checkers, PnP pull-out stops to lure shoppers.
http://www.fin24.com/Companies/Retail/mini-craze-as-checkers-pnp-pull-out-stops-to-lure-shoppers-20160712 Date of
access: 19 Sep. 2016.
Thukwana, N. 2022. Checkers’ Little Shop miniatures are back and now feature Sixty60 bikes.
https://www.news24.com/news24/bi-archive/checkers-little-shop-collectable-is-back-2022-7 Date of access: 31 Aug.
2022.
______________________________________________________________________________________
Paper / Vraestel
13/21
Question 3 /Vraag 3
(5)
Identify the type of research technique and research design that Checkers will use for the research
study, and motivate your answer with three (3) well-reasoned arguments.
SU: 3; Texbook: p. 95-98; Study outcome: 2
Marking:
Student gets 1 mark for correctly identifying research design and 1 mark per well-reasoned
argument
Type: (2 marks)
•
Quantitative research technique – (1 mark)
•
Descriptive research design (1 mark)
Reasons any three of the following: (3 marks)
•
Large sample of 5 000 respondents (1 mark)
•
Test hypotheses (1 mark)
•
Cross sectional study that makes use of a structured questionnaire (1 mark)
•
Findings of the study to be inferred to the total population (1 mark)
Paper / Vraestel
14/21
Question 4 /Vraag 4
(6)
Checkers would like to administer an online survey. Some managers, however, have suggested that
mall intercept surveys conducted in Checkers stores across South Africa might be more appropriate.
Taking into consideration the advantages and disadvantages associated with mall intercept and
online surveys, advise Checkers on the best survey method to use for data collection. Your
recommendation should include an argument in favour of the type of survey chosen and a reason
for not choosing the alternative survey method.
SU: 5; Texbook: p. 196 & 202; Study outcome: 3
Marking: Students should capitalise on the advantages (at least 2) of the method they have
chosen and highlight the disadvantages (at least 2) of the method not chosen. Student gets
2 marks overall of the arguments presented can show why one method is preferred above
another. NB: student reasoning.
IF STUDENT CHOOSES MALL-INTERCEPT
Advantages, of mall-intercept (2 marks)
•
Student reasoning in terms of the advantages of person administered surveys. This include
1.feedback,
2.rapport,
3.quality control and 4. adaptability.
5.less expensive per interview than are in-home interviews.
•
Student reasoning in line with in-house allowing the use of visual stimuli.
Disadvantages, of Online surveys (2 marks)
•
Student reasoning in terms of the disadvantages of self-administered surveys. This includes
1. lack of respondent control,
2. lack of monitoring and
3. high questionnaire requirements,
4. access being restricted to those that have access to internet and
5. limited use of visual stimuli to show in the questionnaire.
6. Low cooperation
IF STUDENT CHOSE ONLINE SURVEYS:
Advantages, of Online surveys (2 marks)
•
Student reasoning in terms of the advantages of self-administered surveys. This includes
reduced cost, respondent control and no interviewer-evaluation apprehension.
1.Fast, easy & inexpensive.
2.Accommodate all standard question format.
3.Very flexible.
4.Ability to present pictures, diagrams,
5.Online panels allows "episodic" research of customer satisfaction than one large one.
6.Real time research.
7.Spot problems with survey and correct them.
8.No interviewer-evaluation apprehension.
•
Student reasoning can also focus on the fact that Checkers targets parents who might be
employed full-time, thus online surveys at work might be appropriate.
Disadvantages, of Mall-intercept surveys (2 marks)
•
Student reasoning in terms of the disadvantages of person-administered surveys. This
includes
1.humans make errors,
2.slow speed,
3.high cost and
4.fear of interview evaluation.
•
Student reasoning in terms of gaining access to respondents at malls which might be difficult
(security risk) and the fact that respondents are not willing to participate as they are shopping.
•
Student reasoning in terms of sample representativeness as not all respondents in the same
areas have the same demographic characteristics.
Student must advise Checkers on which method to use and motivate why with a compelling
argument. (2 marks)
Paper / Vraestel
15/21
Question 5 /Vraag 5
(12)
Explain two (2) intentional respondent errors and two (2) unintentional respondent errors that can
occur during Checker’s data collection process. For each error, advise Checkers on how they can
use two (2) control mechanisms to control those errors during the data collection process.
SU: 8; Texbook: p. 316; Study outcome: 3
Marking:
Student gets 1 mark per respondent error and;
1 mark per correct control mechanism
NB errors and control mechanism must be applied to case study to get mark
INTENTIONAL RESPONDENT ERROR (ANT TWO) (2 Marks)
1. Falsehood (1 mark)
2. Non-response (1 mark)
3. Speeding (1 mark)
Corresponding control mechanism (intentional) - (2 control mechanisms per error - 4 marks)
- Ensuring anonymity and confidentiality, (1,2)
- incentives, (1,2)
- validation checks, (1)
- third-person technique (1,2)
- Reversal of scale endpoints (3)
- Data quality checks (3)
UNINTENTIONAL RESPONDENT ERROR (ANY TWO) (2 Marks)
1. Misunderstanding (1 mark)
2. Guessing (1 mark)
3. Attention loss
4. Distraction
5. Fatigue
Corresponding control mechanism (unintentional) - (2 control mechanisms per error - 4 marks)
- Well-drafted questionnaire, (1,2)
- Directed questions, (2)
- Reversal of scale endpoints (3,4,5) and
- Prompters (5)
Paper / Vraestel
16/21
Question 6 /Vraag 6
(8)
Checkers would like to collect data from 5 000 respondents across South Africa. Apply four (4)
different non-probability sampling methods Checkers can use to select respondents for participation
in the research study. At each sampling method, include a practical example to explain how
Checkers should use each sampling method to select respondents.
SU: 7; Texbook: p. 261; Study outcome: 5
Marking:
2 marks per non-probability technique.
To get full marks, the student must apply the technique to the case study to practically
explain how the sample will be selected (2 marks per technique x 4 techniques = 8 marks).
Students must make use of non-probability techniques as the case study clearly states that
there is no sample frame.
Non-probability techniques include:
•
Convenience sampling (1 mark for technique & 1 mark for example)
•
Purposive sampling (1 mark for technique & 1 mark for example)
•
Referral (snowball) sampling (1 mark for technique & 1 mark for example)
•
Quota sampling (1 mark for technique & 1 mark for example)
Paper / Vraestel
17/21
Question 7 /Vraag 7
(6)
To answer this question, refer back to Questions 4, 6 and 10 of Annexure A. For each of the
questions underneath, identify the (a) type of measure used (i.e. the type of data that the question
will collect) and (b) motivate the correct answer with one (1) well-reasoned argument.
7.1 Question 4. / Vraag 4.
(2)
7.2 Question 6. / Vraag 6.
(2)
7.3 Question 10. / Vraag 10.
(2)
SU: 6; Texbook: p. 220 – 228; Study outcome: 2
Marking:
Student gets 1 mark for correctly identifying the type of measure, and 1 mark for correct
motivation
Question 7.1
•
Nominal (1 mark)
•
Because you can only identify/ classify respondents based on their occupation. You cannot
rank order them and you cannot calculate a mean. (1 mark)
Question 7.2
•
Ratio scale (1 mark)
•
Because the 0 is absolute and not decided by the researcher. One respondent might spend
R0 and another R567.78. You can also calculate a mean. (1 mark)
Question 7.3
•
Interval scale (1 mark)
•
Because the 0 is arbitrary (that is the researcher decided that the scale will range from 1 to 5).
Respondents are rating subjective properties and the distance between these properties is
exactly one unit. You can also calculate a mean on that statement. (1 mark)
Question 8 /Vraag 8
(5)
Use Annexure A to answer the following question. Review the introduction (cover letter), and criticise
the manner in which the introduction was conducted. What should have been included in the
introduction to the questionnaire? Provide three (3).
(4)
SU: 6; Texbook: p. 238; Study outcome: 5
Criticism (2 marks)
Student reasoning is in line with no indication of what the survey is about, the time needed to
complete, no respondent instructions
What should have been included (3 marks);
Cover letter (Introduction) should contain two of the following:
• Stating the sponsor of the survey (1 mark)
• Stating the purpose of the study (1 mark)
• Stating how they were selected (1 mark)
• Reassurance of respondent anonymity
• Ask for participation in the survey
• Time needed to complete the survey
• Clear respondent instructions concerning the completion of the survey
Paper / Vraestel
18/21
AFDELING C: Statistiese analises / SECTION C: Statistical analyses
[18]
Read through the following case study, and answer Section C’s questions accordingly.Also answer
all the questions of Section C in the answer book(s) provided.
Question 9 /Vraag 9
(8)
Use the SPSS output files provided in Appendix B to answer Question 9. / Gebruik die SPSSuitsetlêers verskaf in Aanhegsel B om Vraag 9 te beantwoord.
9.1 Identify the type of statistical test used to test the null hypothesis (H0). (1)
9.2
Identify whether the null hypothesis (H0) should be accepted or rejected and motivate your
answer by means of one well-reasoned argument.
(2)
9.1
Interpret the results from the table, and write up the findings as it would appear in the research
report.
(5)
Question 9.1
9.1
Identify the type of statistical test used to test the null hypothesis (H0)
Student gets 1 mark for correctly naming the test
•
Cross tabulation / Chi-square test (1 mark)
(1)
Question 9.2
9.2 Identify whether the null hypothesis (H0) should be accepted or rejected and motivate
your answer by means of one well-reasoned argument.
(2)
•
•
Student gets 1 mark for correctly indicating that H0 should be accepted (1 mark)
p value is greater than 0.05. (p = 0.115, therefor, null hypothesis should be accepted, because
the p-value is more / greater than 0.05) P<R; Sig (2-sided) > 0.05; Sig (2-sided) = 0.115 > 0.05
(1 mark)
Question 9.3
Interpret the results from the table, and write up the findings as it would appear in the
research report.
(5)
Student answer should reflect the following:
•
Why the test was conducted
[to determine whether there is an association between gender and their intention to provide
positive word-of mouth about Checkers following the Little Shop campaign] (1 mark)
•
Reporting the % values for each length of support category (2 marks)
•
Reporting the correct p-value (1 mark)
p-value, i.e., Sig (2-sided) = 0.115
•
Whether there is an association between gender and positive word-of mouth about Checkers
following the Little Shop campaign (1 mark)
- Looking at Person Chi-Square; as Asymp. Sig (2-sided) > 0.05, it means the association
between the two variables is insignificant.
- The test realised a p-value of 0.115, indicating that statistical insignificant associations exist
between variables.
Paper / Vraestel
19/21
Question 10 /Vraag 10
(10)
Use the SPSS output files provided in Appendix C to answer Question 10.
10.1 Identify the type of statistical test used to test the null hypothesis (H0).
(1)
10.2 Identify whether the null hypothesis (H0) should be accepted or rejected and motivate your
answer by means of one well-reasoned argument.
(2)
10.3 Interpret the results from the table, and write up the findings as it would appear in the
research report.
Paper / Vraestel
(7)
20/21
Question 10.1
10.1 Identify the type of statistical test used to test the null hypothesis (H0).
Student gets 1 mark for correctly naming the test
•
ANOVA (1 mark)
Question 10.2
10.2 Identify whether the null hypothesis (H0) should be accepted or rejected and
motivate your answer by means of one well-reasoned argument.
- Student gets 1 mark for correctly indicating that H0 should be rejected, since the p value is less
than 0.05 (1 mark), and host hoc comparisons indicate significant differences
(1 mark)
- Student gets 1 mark for correctly indicating that H0 should be rejected, since the p value (Sig.
0.00 on ANOVA table) is less than 0.05 (1 mark), and
post hoc comparisons indicate significant differences, [in Tukey HSD; Mean Difference (I-J) =
-0.454*; *the mean difference is significant at p < 0.05]
(1 mark)
Question 10.3
10.3 Interpret the results from the table, and write up the findings as it would appear in the
research report.
Student answers should reflect the following:
•
Why the test was conducted
“to determine whether there are differences between respondents’ age and their intention
to increase their share of grocery spending at Checkers” (1 mark).
•
Report the corresponding mean for each group correctly (2 marks)
27 years and younger, mean = 3.26; 28 to 48 years, mean = 3.71; 49 year and older, mean = 4.15
•
Report the correct p-value and whether equal variance is assumed or not (1 mark)
p value (Sig. 0.165 on Test of Homogeneity of variance table) is less than 0.05, and
since Sig. > 0.05 you have not violated the assumption of homogeneity of variance (1 mark)
•
Report post hoc comparisons (2 marks)
•
Indicate that H0 should be rejected and significant differences exist between age
groups and intention to increase share of grocery spending. (1 mark)
- H0 should be rejected (p-valuey, Sig. 0.00 on ANOVA table is less than 0.05 (1 mark), and
- significant differences exist between age groups and intention to increase share of grocery
spending.
File reference: 8.1.7.2.2
Paper / Vraestel
21/21