A3A

M.B.A. DEGREE EXAMINATION, APRIL 2000.

Third Year

Elective — MARKETING RESEARCH

(For those who joined in July 1993 and after)

Time : Three hours Maximum: 100 marks

PART A — (3 x 20 60 marks)

Answer any THREE questions.

Each question carries 20 marks.

1. How will you measure the market potential of a consumer product? illustrate with an examples.

2. What is copy research? Illustrate any two techniques?

3. Discuss the scope and limitations of’ marketing Research in the Indian rural market.

4. Discuss the need for repeated product research in Indian Industries.

5. Discuss the merits and demerits of sales forecasting techniques.
6. “The recent development in the Indian market have forced many organisation to contribute on marketing
research” — Elucidate.
 PART B — (40 marks)

(Compulsory)

7. ‘Super wash’ washing machine Co. has launched its product in the market successfully. Recently they have
developed two advertisement i.e., one for TV and another for print media. How to measure the advertising
effectiveness of these advertisement? Explain in detail.