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UNIVERSITI MALAYSIA SABAH (KAMPUS ANTARABANGSA LABUAN) PEPERIKSAAN AKHIR SEMESTER 1 SESI 2003/2004 ‘SEPTEMBER/OKTOBER MASA: 3 JAM L } SEKOLAH : SEKOLAH PERNIAGAAN DAN KEWANGAN ANTARABANGSA LABUAN KOD KURSUS d GC 3093 TAJUK KURSUS = PENYELIDIKAN PEMASARAN ARAHAN 1. Kertas soalan ini mengandungi DUA (2) BAHAGIAN. 2 Sila jawab SEMUA soalan di Bahagian A dan DUA (2) soalan sahaja di Bahagian B. Perhatian: Kertas soalan ini tidak dibenarkan di bawa keluar Kertas ini mengandungi 2 __-muka surat bercetak, tidak termasuk muka surat ini. QUESTION 1 (40 marks) C3093 A. Based on Table 1 results, are there any differences in the usage, usefulness (USEFUL), and ease of use (EOU) of Elearning between maie and female students. TABLE 1: T-Test Group TT 3a sex Nv Mea | sta Mea RAGE mar Tos | 7aat Ta08 | 1774 femal | 1905 | _7561 | 1.6098 | 1152 USEFUL mal tos | 16605 | 39074 | 374d femal _195 | 16.270 3.2485 | 2324 E00 mal oa | 15185 31ete | 3047 femal res | 15760 | 3ia76 | 2002 Independent Equality of ‘Mest for Equality 1 eet T ae 7 Interval we | ste Oiere Fos t_| at _jsigi2 | pitere | ditere [Tow | Upp CARE Ewa 5269 | a7 |va7e foo | am | ase | af - | ow | | a ‘1207 | 1986] 221 | 2506 | 7 676 USEF Ewer Yaee: | oss fates | aman | ame ate | ter ae 63 | 1915] 025 aaa | M0] 1.293 = = T eee 4123 012 | 252 | 302 | B01 | 0989 380) 845 Equal \ i H a ; 282 7239 0a4 | 0969 380 | - 846 no i (20 MARKS) Halaman 1 dari 2 Gc3093 B, Explain the following results in Table 2: (1) R square; (2) t-value; and (3) sig. t Table 2: Regression Model T laajustea cies R — |Rsquare| sis R Durbin Mod | _R_| Square the Shen | F a | a |sor | atso 7 [se tare] ase [ore [ese | 2 | 307 300 [606 2 Predicors: (Constant) Dependent USAGE Coefficients* Unstandardze ‘Standardan Costfcient Coeficent _| Colinesc Mose 8 [sd ere | it 8iq_[Tolerane_| VE 7 —Teonatant 2a | aT [se | — oo USEFUL 491 oz | geo} 7.134 ooo | = 800 1.260 £0. 113 | ove an { 39 | 000 200 | 1260 Dependent Variable USAGE (20 Marks) SECTION B: CHOOSE 2 QUESTIONS ONLY Question 1 (30 marks) A. Developing and implementing a marketing research strategy involves four stages. Fully discuss these stages. (15 Marks) B. When Is Marketing Research Needed? Discuss the four things a manager considering whether or not to conduct research must consider. (15 Marks) Question 2 (30 marks) A. What is personal interviews? (10 Marks) B, Discuss 5 merits and 5 demerits of personal interviews? (20 Marks) Question 4 (30 marks) A problem definition indicates a specific marketing decision to be clarified or problem to be solved. Discuss the six steps of the process of sroblem definition. (30 Marks) Halaman 2 dari 2