Total No.

of Questions : 5|
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M.B.A. (Semester - III)

305 - MKT : CONTEMPORARY MARKETING RESEARCH

(2013 Pattern)
/Max. Murks : SO

Time: 2.5 Hours/

Instructions to the candidates:
I) All questions are compulsory.
?) Fipttres to the riuht of the question indicate marks.

Ql) a) Define Marketing Research. Discuss me applications m mnn^Ling,

Research in various decisions in Marketing Management.110|

OR
b) ll is reported that the retail shops & malls dealing in Specific Consumer
Product Categories in Pune are suffering irojn losses as a result of decline

in sales due to many online shopping portals. The owners of online

shopping portal want you to prepare a research proposal/plan to find
out whether the observation is valid. Explain each step in giving the plan
in details.
Q2) Design a Questionnaire to determine the effectiveness of advertisement of
newly launched Sports Utility vehicle (SUV).110]

OR
Discuss the attitude scales & its uses. An investigative question in your study
of Consumer's opinion about different brands of bicycles in market requires
you to frame questions using Likert Scale. Make a sample of two questions
using Likert Scale.
Q3) a) Describe Test Marketing & its various forms. Suggest a lest marketing
procedure for an established FMCG company to conduct test marketing
to launch a new snack food product.|10|

OR
b) What is sampling design? Give sampling design in following cases:
To asses average household expenditure on food & entertainment by

different cross-section of Indian population.

P.T.O.

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Q4) a) What is factor analysis? What is it used for Interpret following scree plot
for 7 components/variables.|10]

OR
b) i) What is conjoint analysis? Explain its application in marketing. [4|
ii) As per earlier records, the standard deviation of daily sales of a
product is 9.9 with average of 69 units per day. The recent record
of 81 days shows average sales as 74 units per day. Would you
conclude a significant difference at 2% level of significance.
Given that the table value of Z is 2.33.

|6|

Q5) a) Discuss the concept of discriminant analysis, its objectives & applications
in marketing research.|10]

OR
b) What is Multi-dimensional scaling (MDS)1' Discuss the approaches to
MDS.

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