No. of Printed Pages : 2

MS-66

MANAGEMENT PROGRAMME Term-End Examination June, 2016

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MS-66 : MARKETING RESEARCH Time : 3 hours Note :

Maximum Marks : 100 (Weightage 70%)

(i) Attempt any three questions from Section-A. (ii) Section-B is compulsory. (iii) All questions carry equal marks. SECTION - A

1.

Differentiate between Internal and External validity of an Experiment in Marketing Research. Explain with examples, the factors that can influence the validity of an experiment in marketing research.

2.

A leading FMCG manufacturer currently markets its brand of a clothes starch which is in dissolvable powder form. It now plans to launch a spray version of this starch. As a consultant, you are required to develop a "Marketing Research Proposal" clearly giving the stages in the Marketing Research process for this case.

MS-66

1

P.T.O.

3.

(a) Discuss the need for using secondary data in marketing research. Enlist a few sources of secondary data. (b) Explain the various areas of application of multi-dimensional scaling.

4.

Write short notes on any three of the following : (a) 'Types of Research Design in Marketing Research.' (b) Projective Techniques of data collection. (c) Probability Sampling Techniques. (d) Rating Scales used in Marketing Research. (e)

Conjoint analysis.

SECTION 5.

-

B

The management of PQR Mall, has asked you to undertake a survey designed to gather information on consumer perception, patronage and satisfaction with various aspects of the mall. Design a questionnaire for this purpose. [The questionnaire would be administered personally and should take 10 - 15 minutes to administer]

MS-66

2

MANAGEMENT PROGRAMME Term-End Examination June, 2016

Term-End Examination. June, 2016. MS-66 : MARKETING RESEARCH. Time : 3 hours. Maximum Marks : 100. (Weightage 70%). Note : (i) Attempt any three ...

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