DU SOL M.Com Question Paper 2nd Year 2018 Sem 4 Marketing Research

[This question paper contains 4 printed pages.]

4150 Your Roll No. ....,.........

M.COM. : SBMESTER - Iv (OC) G

Paper No. - 7122

Marketing Research (MR)

Time : 3 Hours Maximum Marks: 100

(lltrite your Roll No. on the top immediately
on receipt of this question paper.)

There are a total of five questions.
Attempt all the five questions.
Atternpt all parts of a question at one place.
Be specific and precise in your answers.

l. (a) Define marketing research. Also discuss its major
applications and limitations ? (S)

(b) Differentiate between management problem and
research problem ? Also discuss the steps involved in
correctly formulating a research problem. (r2)

OR

(c) What is focus group discussion ? Also discuss major
advantages and limitations associated with the use of
this research method. (8)

4150 2

and weaknesses of
(d) Discuss the relative strengths
methods of conducting
personal, mail and telephone
interviews'

(a) What is conciusive research
? Also discuss methods/
2.
conclusive research ?
designs available for conducting
(8)

? When is it desirable to
(b) What are in-depth interviews
discuss the way one
conduct such interviews ? Also
focus group
should go about effectively conducting
(i2)
discussions'
OR

and descriptive
(c) Differentiate between explorative
and limitations of
researches' Also discuss advantages
(8)
each of these types of researches'

(d) Giving suitable examples'
expiain and differentiate
between the following:

(i) Open- and close-ended questions
(ii) Convenience and judgmental sampling
02)

questioning' ?
3. (a) What is 'non-structured non-disguised ? (8)
What are its strengths and weaknesses

4150 3

(b) What is stratified random sampling ? How does it differ
from quo.ta sampling ? What issues does one need to
resolve while using stratified random sampling. (I2)

OR

(c) Discuss the precautions one should keep in mind while
organizing field.work and data collection. (g)

(d) What are non-sampling errors ? What are the major
causes of such errors ? What possibly can be done to
minimize such errors ? (r2)

4. (a) Differentiate between concept testing and product
testing ? Also discuss methods that can be used for
product testing. (8)

(b) What is advertising research ? Also discuss its specific
applications in connection with planning and executing
an advertising campaign. (r2)

OR

(c) Mr. Shah is the marketing manager of a national
electronic consumer goods marketing organization. For
last couple of years, the company has witnessed a
decline in its sales. Mr. Shah wants the marketing
research department to do a study to determine reasons
for decline in sales.

4150 4

(i) Which research design, viz., exploratory, descriptive
or causal research, should the marketing research
department use, and why ? (8)

(ii) What data need to be collected by the research
department and from whom and what sources ?

5. Write notes on any trvo of the following

(i) Observation method
(ii) Projective techniques
(iii) Marketing research in India (1 0,1 0)

(1 00)