In the Name of Allah, the Beneficent, the Merciful
KING FAHD UNIVERSITY OF PETROLEUM AND MINERALS
College of Industrial Management
Department of Management and Marketing
MKT. 345 - MARKETING RESEARCH
(Dr. Alhassan G. Abdul-Muhmin)
EXAM # 2
SUNDAY, MAY 11, 2008
NAME : ...................................................................
ID NUMBER:....................................
GENERAL INSTRUCTIONS
This exam consists of two parts – a short essay part and a multiple-choice part. The total points for
each part are indicated in the instructions for that part. It is a good idea to allocate your time to
each part in proportion to the maximum points you can score for that part. Read each question
carefully before answering.
A Test Answer form has been provided for the multiple-choice part. On this form, you need to fill
in your ID number, section number, and the test code in the spaces provided and bubble the
corresponding spaces using HB or 2B pencil.
YOUR TEST CODE IS AT THE TOP RIGHT CORNER OF THIS FIRST PAGE. IT IS ALSO
AT THE SAME LOCATION IN THE MULTIPLE-CHOICE SECTION. SECTION NUMBERS
ARE AS FOLLOWS:
CLASS TIME
SECTION NUMBER
8:30 – 9:45 a.m.
10:00 – 11:15 a.m.
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PART I: SHORT ESSAY (30 points)
Answer ONLY TWO questions in this part. Be brief in your answers. Try to keep your answer
within the space provided. However, if you need extra space, use the back of the paper. In that
case, be sure to clearly indicate the question number.
Question 1 (15 points)
a) What is a survey? (5 points)
b) Two major types of surveys are cross-sectional and longitudinal surveys. Briefly explain these,
showing the main differences between them. (10 points)
Question 2 (15 points)
For each of the following survey communication methods, briefly describe its characteristics and
some of its advantages and disadvantages.
a) Shopping Mall Intercepts (5 points)
b) CATI (5 points)
c) Internet surveys (5 points)
Question 3 (15 points)
a) In marketing research terminology what is a measurement scale? (5 points)
b) The quality of a multi-item scale can be evaluated through reliability and validity. Briefly
explain these concepts and show how they are related. (10 points)
Question 4 (15 points)
Briefly describe the characteristics of the following scaling techniques. Use examples to illustrate
your answers.
a) Stapel scale (5 points)
b) Semantic differential scale (5 points)
c) Likert scale (5 points)
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TEST CODE: 001
NAME: ........................................................................ ……. ID NUMBER:....................................
PART II: MULTIPLE-CHOICE (70 points)
There are 35 equally-weighted multiple-choice questions in this part of the exam. Shade the letter
of the correct answer on the test answer form. Answer ALL questions in this section.
These questions have been excluded because they contain copyrighted material.
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