MS-066: Marketing Research last 3 yrs paper
June, 2021
Section-A
- (a) Discuss the term marketing research, its scope and importance in decision-making process.
(b) What makes ‘problem definition’ stage in the marketing research process critical and important for any researcher? Discuss with an example.
- (a) What is data? Explain the various types of data used in a research project. Why secondary data collection is an important activity in conducting research? Discuss. Highlight the advantages and disadvantages of using secondary data.
(b) What do you understand by the term sampling in marketing research? Explain when and why simple random sampling and clustre sampling techniques are used. Give examples.
- What are the various steps involved in conjoint analysis? Explain with the help of an example.
- Write short notes on any three of the following:
(a) Importance of marketing research in India
(b) Coding and tabulation
(c) Semantic differential scale
(d) Observation method
(e) Distinction between descriptive and inferential statistics from sample data
- In the mid-70s there were three brands of motorcycles available in India. Rajdoot was perceived to be a serious farmer’s motorcycle. Bullet was preferred by rustic. Java was the cool brand at the time which has survived for over four decades, in the urban youth market. Java was a casualty of Czechoslovakia’s communist policies. While the Ideal Java factory supplied parts for a while, from 1973 onwards no motorcycles were produced in India. And yet, it has somehow come to be enshrined in public memory as a cool bike, according to pre-launch research. This applies to the younger demographic too
A major automobile company wants to revive and relaunch the iconic motorcycle on the Indian roads. This would also help the company adding a new category and thereby creating a new segment for the company.
Questions:
(a) What kind of data is required and from
what sources it can obtain it to evaluate
consumer preference?(b) With the information furnished design a
suitable questionnaire which should
capture the necessary information as
desired?
Section-B
February, 2021
Section-A
- With the help of the stages in the Marketing Research process prepare a Research Project Proposal to ascertain the passenger amenities provided by the Indian Railways
- (a) Distinguish between Exploratory and Descriptive research design, with examples.
(b) What makes Questionnaire design and development a critical task in a research project? Discuss with an example
- (a) Explain the various scales used in marketing research to measure the attitudes of the respondents towards a Product/Service.
(b) Why is tabulation considered as an essential activity in a research study? Discuss.
- Write short notes on any three of the following:
(a) Structured Direct Survey using Questionnaire
(b) Steps in Sampling Process
(c) Uses of Qualitative Research
(d) Editing of Data
(e) Factor Analysis
- (a) Havmor is a South Indian fast food joint spread across all the major cities in South India. There was a steep decline in sales for the last two years. The management has decided to add new items to the menu, but they want to know more about their customers’ likes and dislikes and preferences, if any. What kind of research design would be appropriate? Why?
(b) As a Marketing research consultant hired to organize focus groups for a health drink targeted for working women, what kind of people would you select to participate in the focus groups? Why?
Section-B
June, 2021
Section-A
- (a) Explain with an example the role of marketing research in managerial decision-making.
(b) Briefly discuss the problems associated in conducting marketing research in India.
- What is Research Design? Discuss the four types of research designs and their applications for different research situations.
- (a) Both exploratory and conclusive research situations necessitate using a high proportion of primary data. Explain with an example oi your choice.
(b) Discuss the term ‘sampling’ in the context of marketing research. Explain the scope and problem associated with sampling in research studies.
- Write short notes on any three of the following:
(a) Panel research design
(b) Sources of errors in primary data- collection
(c) Nominal scale and ordinal scale
(d) Uses of qualitative research
(e) Cross tabulation
Section-B
- A group of engineering students has developed an innovative piece of equipment to help the physically disabled to communicate. The equipment incorporates a system of electronic signals emitted with a slight turn of the head. The group felt that the new innovation could have Commercial success if marketed to health care industry but the group has no past experience in marketing and does not know how to undertake marketing so as to move ahead with their discovery
Questions:
(a) For the above indicate whether qualitative
or quantitative research is more
appropriate and why?
(b) What specific method of research would
you recommend? Justify giving reasons.
(c) Suggest suitable research design that
would take the innovation a step forward.
Also view
- IGNOU Course details and sample paper link
- Sample paper of ignou for exam
- Solved Assignments of IGNOU courses
(b) Briefly discuss the problems associated in conducting marketing research in India.
(b) Discuss the term ‘sampling’ in the context of marketing research. Explain the scope and problem associated with sampling in research studies.
(a) Panel research design
(b) Sources of errors in primary data- collection
(c) Nominal scale and ordinal scale
(d) Uses of qualitative research
(e) Cross tabulation
Section-B
Questions:
(a) For the above indicate whether qualitative
or quantitative research is more
appropriate and why?
(b) What specific method of research would
you recommend? Justify giving reasons.
(c) Suggest suitable research design that
would take the innovation a step forward.