Marketing Management



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Time allowed: 2 hours


The paper consists of FOUR questions.

Candidates must answer TWO questions.





All questions carry equal weight.




Please do not leave your seat unless you are given permission by an Invigilator.
Do not communicate in any way with any other candidate in the examination room.
Do not open the question paper until told to do so.
All answers must be written in the answer book(s) provided.
All rough work must be written in the answer book(s) provided. A line should be drawn through any rough work to indicate to the examiner that it is not part of the work to be marked.
At the end of the examination, remain seated until your answer book(s) have been collected and you have been told you may leave.


Candidates must answer TWO questions.

Question One

What is meant by research ethics? Using examples, describe the main principles of ethical research? Using examples, when undertaking research, are there specific kinds of research subjects that require more care than others and why?

(50 Marks)
Question Two

Using examples to illustrate your answer, contrast two qualitative methods of your choosing, outlining their various strengths and weakness and research methods. Describe the kinds of research questions and problems each would be suitable for, and what kinds of data they would produce. How would you go about analysing the data produced by each method?
(50 Marks)
Question Three

You have been contracted to conduct a survey for the NHS looking at the performance of a customer satisfaction with the A & E or accident and emergencies department. Describe how you would go about designing the survey. What structure would the questionnaire have, and how would it be undertaken? What kinds of questions would you have and how would you measure the results? What are some of the issues to look out for when designing the survey, and what are some of the advantages and disadvantages of using questionnaires as research devices?

(50 Marks)
Question Four

What is meant by ‘research’ and what are the main approaches to undertaking academic social science research? Using examples, contrast the main types of research methods, indicating what their various strengths and weaknesses are. Indicate what sorts of research problems each is best suited to engage with.

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