Postgraduate Diploma in Marketing Management

July 2021 Examination

Business Research Methods (BRM)
Date: 18 July 2021

Time: 0900Hrs – 1200Hrs Duration: Three (03) Hrs

Total marks for this paper is 100 marks.

There are two parts in this question paper. All questions in Part One are compulsory.

It includes a mini case.

Part Two includes 6 Essay Type Questions. Answer 03 questions from this part.

Instructions to candidates

1 State your Registration Number on the front cover of the answer book and on
each and every additional paper attached to it. Your name must not appear
anywhere in the answer book or answer scripts.
2. Always start answering a question on a new page.
3. You are reminded that answers should not be written in pencil or red pen except
in drawing diagrams.
4. Answer the questions using:
▪ Effective arrangement and presentation.
▪ Clarity of expression.
▪ Logical and precise arguments.
▪ Clear diagrams and examples where appropriate.
5. Illegible handwriting and language errors will be penalised.
 PART ONE
Answer all questions.
Question 01: Case Study

A researcher wants to investigate the influence of environmental concern on sustainable

consumption behavior of the consumers in Sri Lanka. Previous knowledge says that
Environmental Concern (EC) of the people influences the Sustainable Consumption Behaviour
(SCB) through the Awareness of the Sustainability (AS) in the European community. It is also
disclosed that even if people have high Awareness of Sustainability (AS), such people would
consume sustainably depending on the education, and age levels of the people. These three
variables are measurable from a set of items; 6 items for EC, 8 items for AS and 4 items for SCB.
All the items were measured by a Five – Category Likert Type scale where 1 equals to ‘strongly
disagree’, 5 ‘strongly agree’ and 3 being ‘neutral’. Level of education and age can be measured
through set of educational levels and age categories.

a. Depict a conceptual model including all respective variables by taking the above
information on board. Name the role of respective variables as dependent variable,
independent variables, etc.

(20 Marks)

b. What are the research questions in this context? What are the research objectives in
this context? State the hypotheses applicable for this conceptual model.

(15 Marks)

c. Suppose that it is required to incorporate that EC also depends on the personality of

the people. Certain types of personalities have high EC whereas others not. Do you
think this change the conceptual framework? Justify your answer

(05 Marks)

(Total 40 Marks)

Page 2 of 5
 PART TWO
This part includes SIX Essay Type Questions.
Answer THREE questions.

Question 02
I. Ensuring the validity of the “problem identification and definition” is critical for any
business research. Validate this statement using a suitable analogy.
(10 Marks)
II. How should a researcher ensure the ‘originality’, ‘objectivity’ and ‘feasibility’ of a study?
Explain with examples.
(06 Marks)
III. Business research focuses on more practical aspects of businesses. Thus, business
research questions and manager problems are similar. Do you agree with this
statement? Justify
(04 Marks)
(Total 20 Marks)

Question 03
I. Explain the inter-relationship between research objectives, conceptual framework,
hypotheses, and analytical tools in a marketing research process.
(10 Marks)
II. Explain how to do a ‘problem audit’ for a given scenario.
(10 Marks)

(Total 20 Marks)

Question 04
I. Explain the sample selection process of a given study.
(08 Marks)
II. Distinguish ‘Probabilistic Sampling’ from ‘Non-probabilistic Sampling’ by explaining
each type.
(08 Marks)
III. How would a researcher ensure the generalizability of a study if such a study can
investigate only 300 smart phone users in Sri Lanka?
(04 Marks)

(Total 20 Marks)

Page 3 of 5
Question 05
I. Explain how a researcher ensures that the questionnaire developed for a study has been
designed in a way that it covers all the required information needed.
(04 Marks)
II. Discuss with examples, on how to handle the difficulty of ‘unwillingness’ and ‘inability’
in answering the questionnaire by the respondents.
(10 Marks)
III. ‘Questionnaire’ is similar to ‘Interview Protocol’. Do you agree with this statement?
Justify.
(06 Marks)

(Total 20 Marks)

Question 06
I. Research should be designed in a way that it minimizes different types of errors. Discuss
such types of errors with examples.
(12 Marks)
II. Explain how do you plan and manage the field work of a research.
(08 Marks)

(Total 20 Marks)

Question 07
I. Discuss the difference between ‘Quantitative Research’ and ‘Qualitative Research’ with
examples
(10 Marks)
II. Suggest a suitable type of a research design and an analytical tool for each of the
research questions given below.
a. What is the degree of customer satisfaction in the hotel industry in Sri
Lanka?

b. What are the reasons for customers in commercial banks to refuse using
online banking in Sri Lanka?

c. What is the impact of service quality on customer satisfaction in the

insurance industry in Sri Lanka?

Page 4 of 5
d. Whether or not status consumption varies according to the education
levels of the younger generation in Sri Lanka?

e. What is the meaning of ethical practices in the clothing industry in Sri

Lanka?
(10 Marks)

(Total 20 Marks)

(Total 60 Marks)

(Total 100 Marks)

-END-

Page 5 of 5