Reg. No.

Question Paper Code : BS2164

M.B.A. DEGREE EXAMINATION, AUGUST/SEPTEMBER 2017.

Third Semester

Marketing Management

DBA 7061 — MARKETING RESEARCH

(Regulations 2013)

Time : Three hours Maximum : 100 marks

Answer ALL questions.

PART A — (10  2 = 20 marks)

1. Define marketing research.

2. What is career opportunities?

3. What is research design?

4. What is omnibus survey?

5. What is panel research?

6. What are the elements of data analysis?

7. Explain the purpose of coding.

8. What is Structural equation modeling?

9. Write any two reasons for product failure.

10. What is customer perceived value?

PART B — (5  13 = 65 marks)

11. (a) Explain the Scope, Importance and limitations of marketing research. (13)

Or

(b) Define marketing research agencies. Explain its merits and demerits.
(13)
12. (a) Explain the various steps involved in marketing research process. (13)

Or

(b) What kind of marketing research techniques is practiced before

introducing a new product into the market? (13)

13. (a) Explain different methods of data collection and the components of data
analysis and interpreting. (13)

Or

(b) Explain the methods of sampling with examples. (13)

14. (a) Differentiate factor and cluster analysis with examples. (13)

Or

(b) Define multivariate analysis. What are the factors to be considered while
drafting a marketing research report? (13)

15. (a) Explain the application of marketing research in advertisement. (13)

Or

(b) Discuss the ethical issues in marketing research in detail. (13)

PART C — (1  15 = 15 marks)

Case Study

16. (a) “Is everyday low pricing leading to low profit in current scenario”
Discuss. (15)

Or
(b) What are the problems faced by researchers while they are conducting
research in developing countries? (15)

_________________

2 BS2164
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Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY

MBA – SEMESTER III – EXAMINATION – WINTER 2019

Subject Code: 3539214 Date: 06/12/2019

Subject Name: Marketing Research
Time:10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q. No. Question Text and Description Marks

Q.1 (a) In depth Interview 14
(b) Secondary data
(c) Correlation
(d) chi square test
(e) Conjoint Analysis
(f) Cluster analysis
(g) Focus Group Discussion

Q.2 (a) What do you mean by marketing research? Also write down 07
Scope of it.
(b) MI company wants to launch new smart phone, how should MI 07
price its new Smartphone? What will be the different steps for
the Marketing Research?
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OR
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(b) Prepare Questionnaire on customer satisfaction with various 07

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parameters of Hyundai Elite i20?

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Q.3 (a) Which are the Internal and External sources of secondary data 07
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for marketing research?

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(b) Briefly write primary market research methods? Describe which 07

method is suitable for calculating India’s population?

OR
Q.3 (a) Explain the various types of research design? 07
(b) Describe Data Preparation process with suitable example? 07
Q.4 (a) Explain differences between cluster and discriminant analysis. 07
(b) Coca –cola wants to go global market for that write down 07
process of International marketing research?

OR

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Q.4 (a) Write a short note on Effective oral presentation? www.FirstRanker.com
www.FirstRanker.com 07

(b) Outline a structure and set of headings typically used as a basis 07

for writing technical reports in health and social sciences.
Q.5 CASE STUDY:
Sheetal Ice cream wants to set up various soft cones vending
machines at various shopping malls and other shopping places.
The Unique Selling Proposition (USP) of the ice cream is that it
is less sweet, low calories and yet very thick and creamy. They
have 5 flavours i.e. vanilla, dark cocoa, coffee, butterscotch and
strawberry. They also have unique real fruit flavours in orange,
kiwi, black current and mixed fruit.

Before they launch the ice cream they need to know the taste
preferences, buyers’ behavior towards their spending power and
frequency of eating ice cream. The ice cream is targeted to
health conscious consumers.

(a) What is research process? Explain the research process for the 07
above case.

(b) As a researcher which researcher design would you use? Justify 07

your choice.
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OR
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Q.5 (a) Which technique you would recommend for the data collection? 07
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(b) Draft a research report from the collected data. 07

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