Total No. of Questions : 5] SEAT No.

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P6878 [Total No. of Pages : 3

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First Year M.B.A.

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205 - SC - MKT - 01 : MARKETING RESEARCH

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(2019 Pattern) (Semester-II)

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Time : 2½ Hours]
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Instructions to the candidates:
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1) All questions are compulsory.

2) Draw neat labelled diagram wherever necessary.
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Q1) Solve any 5.
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a) Enlist any two threats to marketing Research. [10]
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b) Name any two types of Research Design.
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c) Multiple choice Questions.
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i) If a company uses customer interviews about how the costs of

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using a new product compare to those of using an existing one it is

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using _____.
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A) Bench marking
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B) a Compositional approach
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C) a Field value in use assessment
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D) Conjoint Analysis
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ii) If a company asks customers to rank their preferences for alternative

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market offerings or concepts and uses statistical analysis to estimate

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the implicit value placed on each attribute they are using ________.
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A) Focus group assessment

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B) Direct survey questions

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C) Field vlue-in-use assessment

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D) Conjoint Analysis
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d) List two uses of test marketing.

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e) Define the concept of Market demand and Market potential.

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f) Sources of Marketing information are categorised in to two groups. What

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are they?

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g) State the following methods used when selecting names from a telephone

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directory for a survey. State what kind of sampling each one of them is

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i) Using a table of random numbers.

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ii) Taking the first name in every coloumn in every page.
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h) The advertising is selecting slots for the advertising on the basis of which
study?
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Q2) Attempt any 2 out of 3 : [10]
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a) Explain the conditions required to be satisfied before carrying out a

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factor analysis.
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b) Give five specific potential sources of secondary data that you would
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consult to estimate the Indian market potential for a new product.(Choose

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a product of interest to you)

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c) Discuss the recent trends in marketing research.

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Q3) a) Choose which sampling design you would suggest for the following
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situation. Why? [10]
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i) A survey by a private airline to understand the preferences and
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services expected by non business travellers.

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ii) A survey to estimate the awareness of the use of pure water for
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drinking purposes in the rural areas of Rajasthan.

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OR
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b) A startup company wants to develop a new product ie. two wheeler

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electric vehicles. Consider your self as a marketing manager and wants

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to know the customer preferences for electric vehicles through conjoint

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analysis construct a conjoint analysis plan and determine the important

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attributes for the research with justification.

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Q4) a) Explain advertising research for determining the immediate short term

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and long term effects of an advertising campaign for newly brand of

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chocolates across India. [10]

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OR

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b) You have decided to start a new venture. Before you start, you decide to

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conduct marketing research to determine what new product and services

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are in demand. Decide the steps in marketing research you will follow

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determine the demand for the new product or service.
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Q5) a) Multiplex industry has commercialized by offering not only movies but
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also vast of food courts and gaming zone. To their advantage is the

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changing lifestyle of urban youths as they want different places to

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“hangouts” and socialise. A multinational chain of multiplex is planning
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to enter and start a multiplex in your city. You are required to carry out a
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research to find out customers expectations from the multiplex. Prepare
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a research proposal to be submitted to the organisation. [10]
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OR
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b) A Symbolized by vacant office buildings empty shopping malls and

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abandoned flats in metropolitan areas, the new corona virus disease

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2019 has severely impacted real estate markets. In this situation a well
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reputed builder having empty towers of residential flats consisting of

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2 BHK and 3 BHK with all the possible amenities. They want to identify

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how price change will affect customer buying decision. Identify the
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importance of pricing research and design an optimum price - product - ic-

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feature configuaration for the given product.
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