No.

of Printed Pages : 3 MS-066

MANAGEMENT PROGRAMME
Term-End Examination
June, 2022

MS-066 : MARKETING RESEARCH

Time : 3 hours Maximum Marks : 100

(Weightage : 70%)
Note :
(i) Answer any three questions from Section A.
(ii) Section B is compulsory.
(iii) All questions carry equal marks.

SECTION A

1. (a) When and why are exploratory

design methods generally used by
researchers ? Explain the commonly used
methods in exploratory design, with
suitable examples.
(b) Explain observation method as one of the
powerful tools for data collection.

2. Differentiate Probability Sampling from

Non-probability Sampling. Discuss the three
most commonly used methods of probability and
non-probability sampling used in research
studies. Comment on the merits and limitations.
MS-066 1 P.T.O.
3. (a) What is Qualitative Research ? What are
its uses ? Explain the major differences
between Qualitative and Quantitative
Research.

(b) Discuss the importance of editing, coding,

classification, tabulation and data
presentation in the context of research
studies.

4. Write short notes on any three of the following :

(a) Focus Groups
(b) Advantages and Disadvantages of
Secondary Data
(c) Factor Analysis
(d) Cluster Analysis Uses
(e) Thurstone Equal Appearing Interval Scale

MS-066 2
 SECTION B

5. As a Marketing Consultant, you have been

retained by a leading advertising agency to study
and capture the casual clothing preferences of
youth targeting both the college-goers and young
working professionals in major cities of
Rajasthan State.

Questions :

(a) What research design would be your choice

and why ?

(b) Develop a suitable questionnaire wherein

both quantitative and qualitative
questions/statements should be reflected for
the purpose of data collection.

MS-066 3 P.T.O.
 [2] MS-66

(b) “Marketing Research is undertaken to

No. of Printed Pages : 4 MS-66
guide Manager’s in the analysis of

marketing problems.” Critically examine

MANAGEMENT PROGRAMME
the statement by explaining the steps of
(MP)
Marketing Research.
Term-End Examination
December, 2021
2. (a) What are the different ways of conducting
MS-66 : MARKETING RESEARCH
marketing research ? Explain the problems
Time : 3 Hours Maximum Marks : 100
being faced by the researchers.
Weightage : 70%

(b) What type of research objectives and

Note : (i) Answer any three questions from
information needs may necessitate the use
Section-A.

(ii) Section-B is compulsory. of secondary data ? Explain with a suitable

(iii) All questions carry equal marks. example.

Section—A
3. (a) What is Sampling ? Discuss its importance
1. (a) Explain the meaning and importance of
in market research studies. Explain the
Marketing Research and the possible areas
process of sampling.
of its application.

P. T. O.
 [3] MS-66 [4] MS-66

(b) Explain the format and administration of a know what are the most important factons that

questionnaire which is considered as a key buyers consider while choosing an organic

research tool for data collection. shampoo.

4. Write short notes on any three of the Question :

following : Prepare a research proposal for the brand by

(a) Panel research design clearly specifying the below mentioned

(b) Discriminant analysis elements of proposal and giving reasons for

your choice :
(c) Ordinal scale

(a) Formulate the research objectives

(d) Indepth interview and its limitations

(b) Research design for the study

(e) Application of multidimensional scaling

Section—B (c) Sampling techniques to be used

(d) Data collection methods

5. As a marketing manager, for a private label

organic shampoo brand and wish to find out the (e) Analysis and recommendations

current perception of consumers about your

bland vis-a-vis other competing brands in the

same category. In addition, you are also keen to MS–66

P. T. O.
 [2] MS-66

2. (a) What is data ? Explain the various types of

No. of Printed Pages : 4 MS-66
data used in a research project. Why

MANAGEMENT PROGRAMME (MP) secondary data collection is an important

activity in conducting research ? Discuss.
Term-End Examination
Highlight the advantages and disadvantages
June, 2021 of using secondary data.
MS-66 : MARKETING RESEARCH
(b) What do you understand by the term
Time : 3 Hours Maximum Marks : 100 sampling in marketing research ? Explain
Weightage : 70%
when and why simple random sampling
Note : Attempt any three questions from Section A. and clustre sampling techniques are used.
Section B is compulsory. All questions carry Give examples.
equal marks.
3. What are the various steps involved in conjoint
analysis ? Explain with the help of an example.
Section—A
4. Write short notes on any three of the following :
1. (a) Discuss the term marketing research, its
(a) Importance of marketing research in India
scope and importance in decision-making
(b) Coding and tabulation
process.
(c) Semantic differential scale
(b) What makes ‘problem definition’ stage in
the marketing research process critical and (d) Observation method

important for any researcher ? Discuss (e) Distinction between descriptive and
with an example. inferential statistics from sample data

P. T. O.
 [3] MS-66 [4] MS-66

Section—B Questions :

5. In the mid-70s there were three brands of (a) What kind of data is required and from
motorcycles available in India. Rajdoot was what sources it can obtain it to evaluate

perceived to be a serious farmer’s motorcycle. consumer preference ?

Bullet was preferred by rustic. Java was the cool (b) With the information furnished design a
brand at the time which has survived for over suitable questionnaire which should

four decades, in the urban youth market. capture the necessary information as
desired ?
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. MS–66

P. T. O.
No. of Printed Pages : 3 MS-066

MANAGEMENT PROGRAMME
Term-End Examination
February, 2021

MS-066 : MARKETING RESEARCH

Time : 3 hours Maximum Marks : 100

(Weightage : 70%)

Note : Attempt any three questions from Section A.

Section B is compulsory. All questions carry equal
marks.

SECTION A

1. 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.

2. (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.

MS-066 1 P.T.O.
3. (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.

4. 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

MS-066 2
 SECTION B

5. (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 ?

MS-066 3 P.T.O.
No. of Printed Pages : 3 MS-066

MANAGEMENT PROGRAMME
Term-End Examination
February, 2021

MS-066 : MARKETING RESEARCH

Time : 3 hours Maximum Marks : 100

(Weightage : 70%)

Note : Attempt any three questions from Section A.

Section B is compulsory. All questions carry equal
marks.

SECTION A

1. 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.

2. (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.

MS-066 1 P.T.O.
3. (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.

4. 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

MS-066 2
 SECTION B

5. (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 ?

MS-066 3 P.T.O.
No. of Printed Pages : 4 MS-66

MANAGEMENT PROGRAMME

(MP)

Term-End Examination

June, 2020
MS-66 : MARKETING RESEARCH

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note : (i) Answer any three questions from

Section-A.

(ii) Section-B is compulsory.

(iii) All questions carry equal marks.

P. T. 0.
 [2] MS-66

Section—A

1. (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.

2. What is Research Design ? Discuss the four

types of research designs and their applications

for different research situations.

3. (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.
 I3/ MS-66
4. 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

5. 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

P. T. 0.
 [4] MS-66

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.

MS-66 1,240
 00942
No of Printed Pages : 2 MS-066

MANAGEMENT PROGRAMME

Term-End Examination, 2019

MS-066 : MARKETING RESEARCH

Time : Three Hours] • !Maximum Marks : 100

(Weightage 70%)

Note : Answer any three questions from Section-A .

Section-B is compulsory. All questions carry equal
marks.

SECTION-A

1. (a) When and why firms should consider Marketing

research activities ? Discuss.

(b) What are the necessary steps to conduct

Marketing research ? Explain.

2. What are the various kinds of sampling methods ? Write

briefly on each of them and specify the situations where
they could be best used.

3. Describe the importance of classification, coding, editing,

tabulation and data presentation in the context of
research study.
MS-066 (1)
 Write short notes on any three of the following :

(a) Problems in conducting MR in India

(b) Sources of secondary data

(c) Nominal and ordinal Scales of Attitude

measurement.

(d) Analysis of variance

(e) Factor analysis

SECTION-B

5. A bank manager notices that by the time customers get

to the teller, they seem to be irritated and impatient the

manager wants to investigate the problem further. You

are hired by the bank to design a research project :

(a) What type of research design would you consider

and why ?

(b) Develop a suitable questionnaire for the study

with minimum fifteen questions excluding general

information of the respondents.

MS-066 2000
No. of Printed Pages : 2 MS-066
MANAGEMENT PROGRAMME
Lc)
Term-End Examination
December, 2018
0
MS-066 : MARKETING RESEARCH
Time : 3 hours Maximum Marks : 100
(I/Veightage 70%)
Note : (i) Answer any three questions from Section-A.
(ii) Section-B is compulsory.
(iii) All questions carnj equal marks.

SECTION - A
Define and discuss the importance of
marketing research citing some possible
areas of its application in business.
What are primary and secondary data and
when each should be used ? Explain with
suitable examples.

Define sampling. Explain any two methods

of probability sampling.
What is `Likert Scale' and how is it different
from 'Semantic Differential Scale ? Discuss.

What are non-parametric techniques of data

analysis ? When are they applied ? Give
suitable examples for such techniques.
Describe the steps involved in applying
discriminant analysis technique. What are
its main areas of application in marketing ?

MS-066 1 P.T.O.
4. Write short notes on any three from the
following :
(a) Growing importance of marketing research
in India.
(b) Sources of error in Primary data collection
(c) Coding and Tabulation
(d) In-depth interview technique and its
limitations
(e) Regression analysis

SECTION - B
5. A new men's clothing store is trying to determine
if there is a significant market for its type of
merchandise in a specific location where it is
considering putting a store.
(a) As a researcher you are required to develop
a suitable marketing research proposal for
the firm with recommendations.
(b) Would it be more likely use primary data or
secondary data or a combination of both for
collecting data ? Discuss.
(c) Design a suitable questionnaire to collect the
data.

MS-066 2
No. of Printed Pages : 3 I M S-0661
MANAGEMENT PROGRAMME
Term-End Examination
December, 2017
O
MS-066: MARKETING RESEARCH

Time : 3 hours Maximum Marks : 100

(Weightage 70%)
Note : (i) Attempt any three questions from Section-A
Section-B is compulsory.
(iii) All questions carry equal marks.

SECTION - A

1. (a) Define Marketing Research. Explain

Marketing research as an important link
between the Consumer and the Marketer
in achieving the marketing objectives of the
firm.
(b) Discuss the problems associated in
conducting marketing research in India and
propose suitable solutions to overcome
them.

2. Explain the meaning and importance of research

design. When and why exploratory designs are
generally employed and what are its advantages
and limitations ?

MS-066 1 P.T.O.
3. (a) Sampling is the backbone of marketing
research. Elaborate. Discuss any two
methods of Probability Sampling.
(b) Differentiate between Qualitative research
and Quantitative research. Discuss the
individual 'Depth' or 'intensive' interview
method of conducting qualitative research
and its limitations.

4. Write short notes on any three of the following :

(a) Descriptive Statistics
(b) Observation as an exploratory research tool
(c) Analysis of variance
(d) Applications of factor analysis
(e) Quasi experimental designs

SECTION - B
Koffee Enterprise was established with a presence
across the entire coffee value chain from
procuring, processing and roasting of coffee beans
to retailing coffee products across various formats.
The company has pioneered the coffee culture by
launching coffee outlets in late 90's. Today Koffee
enterprise has the country's largest footprint with
multi format outlets enjoying a market share of
around 45% in the organised café segment spread
across 220 cities with 1540 outlets.
The introduction of the bean-to-cup format in the
café segment at competitive prices has
revolutionized the coffee drinking habits thus
driving out-of-home consumption by installing
30,900 vending machines and 560 kiosks across
the country.
Management has found that the vending machine
and kiosk business contributed very little to the

MS-066 2
 overall business and has remarkably declined in
terms of consumption thus impacting a drop in
the revenues.
You have been hired by the company to undertake
research and offer your recommendations and
future course of action to revive this line of business
back on the track.
Questions
(a) Prepare a marketing research proposal to
help Koffee enterprise.
(b) Develop questionnaire to be administered
personally for the following set of
respondents :
(i) For consumers to capture personal
information and their perception,
patronage and satisfaction with
various aspects of the format.
(ii) Owners of the vending machines/
kiosks to get insights of the reasons
for poor patronage, competition and
consumer experience.

MS-066 3
No. of Printed Pages : 3 MS-066I

MANAGEMENT PROGRAMME
Term-End Examination
00
December, 2016

MS-066: MARKETING RESEARCH

Time : 3 hours Maximum Marks : 100

(We ightage 70%)
Note : (i) All questions carry equal marks.
(ii) Attempt any three questions from Section A.
(iii) Section-B is compulsory.

SECTION - A

What is a Research Design ? Differentiate

between various types of Research Designs
giving appropriate examples.
Manager of a premium shopping mall in
South Delhi wishes a better understanding
of customer perception and patronage of
the mall.
What would be the most appropriate
Research Design to use in this case. Give
reasons for your answer.

2. (a) Using relevant examples, differentiate

between NOMINAL, ORDINAL,
INTERVAL and Ratio scale.

MS-066 1 P.T.O.
 (b) The management of TOYOTA has decided
to undertake a satisfaction survey of the
customers of its TOYOTA ETIOS. Using an
appropriate measurement (Multi item) scale
DEVELOP ONE RELEVANT Question that
could be used in the research.
Clearly indicate the scale being used
(NOTE : Don't develop a complete
questionnaire).

3. An LED lamp is a light emitting diode that is

assembled into a lamp or a bulb, for use in lighting
fixtures. LED lamps have a life span and electrical
efficiency that is several times better than
incandescent lamps and significantly better than
fluorescent lamps (tubes and CFLs). However the
cost of LED is much higher than that of
incandescent lamps and CFLs.
The LED market in India is projected to grow
twelve fold over the next decade.
An increasing awareness regarding conservation
of energy and reduction of carbon emission is
significantly driving the LED lighting market in
India. XYZ Limited is a lighting manufacturer
who wants to explore the LED market. XYZ
LIMITED wants to undertake a research to study
people's perceptions and attitude toward LED
bulbs for home lighting. They have approached
you to prepare a Marketing Research Proposal for
them. Clearly highlighting VARIOUS STAGES
OF THE MARKETING RESEARCH PROCESS.

MS-066 2
4. Write short notes on any three of the following :
(a) Sampling techniques used in Marketing
Research
(b) Application of Projective Techniques in
Marketing Research
(c) Discriminant analysis
(d) Sources of Secondary Data
(e) Factor analysis

SECTION - B
5. PQR Limited manufactures and markets a wide
range of decorative paints. The high end satin
finish and texture paints are sold in one litre, four
litre and twenty litre containers. They are
distributed nation wide through regional dealers
and retailers. The segment has become highly
competitive and various competing brands have
little difference amongst them.
PQR would like to understand people's
awareness, perceptions and buying criteria about
decorative paints.
(a) What steps are involved in designing a
questionnaire ?
(b) Design a questionnaire you would use for
the research study for PQR.

MS-066 3
 No. of Printed Pages : 2 MS-66

MANAGEMENT PROGRAMME
Term-End Examination
tc
N December, 2015
0
0 MS-66 : MARKETING RESEARCH

Time : 3 hours Maximum Marks : 100

(Weightage 70%)
Note : (i) Attempt any three questions from Section-A.
(ii) Section-B is compulsory.
(iii) All questions carry equal marks.

SECTION - A

1. What is Research Design ? With an example

each, explain the various kinds of Research
Designs that can be used in Marketing Research.

2. The management of a leading department store

has approached you with a problem of decrease
in footfalls in its store. As a consultant you are
required to develop a "Marketing Research
Proposal" clearly giving the stages in the
Marketing Research process for this case.

3. What is the relevance of Projective Techniques in

data collection for Marketing Research ? With
examples, explain the various kinds of Projective
Techniques used in Marketing Research.

MS-66 1 P.T.O.
4. Write short notes on any three of the
following :
(a) Semantic Differential Scale
(b) Non Probability Sampling techniques
(c) Factors affecting the validity of an
experiment
(d) Discriminant analysis
(e) Graphical presentation of data

SECTION - B

5. An FMCG company has recently launched a

SOYA MILK based drink in ready-to-consume
packs. It is available in 200 mL and 1 It tetrapack
and is positioned on the health platform. The
company wants to commission a research to
determine initial consumer trial and perception
and opinion about the product.
Using appropriate scales, develop a questionnaire
that could be used for this research. (The
questionnaire would be administered personally
and take about 10-15 minutes to administer)

MS-66 2
No. of Printed Pages : 2 MS-66

MANAGEMENT PROGRAMME
Term-End Examination
December, 2014
MS-66 : MARKETING RESEARCH
Time : 3 hours Maximum Marks : 100
(Weightage 70%)

Note : (i) All questions carry equal marks.

(ii) Attempt any three questions from Section-A.
(iii) Section-B is compulsory.

SECTION - A

1. What do you understand by the term Marketing

Research ? Explain the various stages in the
Marketing Research Process.

2. Differentiate between Probability and

non-Probability Sampling. Explain any two of the
methods from Probability and non-Probability
Sampling. Give examples.

3. (a) What are the sources of Secondary Data ?

Discuss.
(b) Explain any three methods used for Data
Collection.

MS-66 1 P.T.O.
4. Write short notes on any three from the
following :
(a) Discriminant analysis Vs Cluster analysis.
(b) Focus Groups.
(c) Uses of Qualitative Research.
(d) Descriptive Research Design.
(e) Methods of Graphical presentation of Data.

SECTION - B
5. A Leading pharmaceutical company has recently
taken over the management of a hospital in Delhi.
This hospital has OPD, Surgery, Pathological
Laboraties and emergency services. The
Company wants you to undertake a research to
study people's awareness and perception of the
hospital.
Questions :
(a) Design a questionnaire you would use for
the study.
(b) What steps are involved in designing a
questionnaire ?

MS-66 2