Unit 1

1. What do you understand by Marketing Research? Distinguish between Management Decision

Problem and Marketing Research Problem. Explain the role of marketing research in strategy
formulation.

2. How will you develop an approach to a problem? State Marketing Research Problem for each of the
following Management Decision Problem:

(a) Should a new product be introduced?

(b) Should an advertising campaign that has run for three years be changed?

(c) Should the in-store promotion for an existing product line be increased?

(d) What pricing strategy should be adopted for a new product?

3. Traditionally marketing researchers were responsible for assessing information and providing the
relevant information, where marketing decisions were made by the managers. Briefly discuss why the
role of marketing managers and marketing researchers are changing.

4. Define and discuss problem identification and problem-solving research. Explain why it is most
important task in the marketing research.

5."Marketing Research is undertaken to guide manager in the analysis of marketing problems". Critically
examine this statement.

6. Describe the Marketing Research Process.

7. Marketing Research Problem and why is it important. Process of defining the problem

8. What it marketing research? Explain the scope and importance of marketing research in Indian
scenario.

Unit 2

1. What is Research Design? Why a research design is necessary to conduct study? Explain different
types of research design with suitable example and Application.

2. Discuss the Principle of Causality? Explain Experimental Design along with its types in detail. Explain
how you would implement a post- test only control group design on the Internet to measure the
effectiveness of a new print ad for Toyota Innova.

3. Explain concept of survey and observation. Why television channels prefer to use focus group over
traditional focus group? Taking the other view, why would traditional focus groups be preferred?

4. Write notes on:

(i) Qualitative Vs. Quantitative research

(ii) Focus Groups

(iii) Projective Techniques

(iv) Observation Vs. Case Study method

5. Name the type of mechanical observation and explain how they work. What are relative advantages
and disadvantages of observation method.

6. Discuss various methods for controlling extraneous sources of variation.

Unit 3

1. Explain the concept of Sampling. Describe various sampling techniques with examples. "The role of
statistics in marketing research is to function as a tool of analyzing data and drawing conclusions."
Examine the statement clearly pointing out the utility of hypothesis testing in marketing research.

2. Explain different types of Scaling Techniques in detail with examples. "A questionnaire needs to be
tested for reliability and validity." - explain the terms 'reliability' and 'validity' in this context.

3. National bank wants to measure its customer service level through observation method. Describe a
suitable sampling plan for this study. How shall you determine the appropriate sample size for this
study?

4. Define questionnaire. Discuss the things that researcher who is developing a questionnaire can do to
increase the willingness of the respondent to answer. Steps in questionnaire design

5. Sampling design process.

6. Write notes on:

(i) Stratitied sampling Vs cluster sampling

(ii) Sampling Errro Vs. Non Sampling Errors

(iii) Editing and coding of data

Unit 5

1. Explain the application of marketing research on the following with suitable examples:

(a) Sales Analysis

(b) Sales Forecasting

(c) Market Segmentation

(d) Brand Positioning

2. Explain the role of marketing research in product positioning and new product development process.
3. In marketing research survey, the basic demographic, socio-economic characteristics and product
usage habits of customers have been measured. Which methods would you recommend for discovering
the naturally existing market segments and why?

4. Marketing Research and International Marketing Research... it's application along with framework

5. Explain briefly the different area of marketing research and distinguish between product research and
advertising research.

6. Notes on:

(i) Marketing segmentation and brand positioning

(ii) New product development process

(i) Product Vs consumer research

(ii) Ethics in marketing research

(iii) Test marketing

(iv) Copy Testing