Download GTU MBA 2019 Winter 3rd Sem 3539214 Marketing Research Question Paper

Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 3539214 Marketing Research Previous Question Paper

Page 1 of 2


Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER III ? EXAMINATION ? WINTER 2019

Subject Code: 3539214 Date: 06/12/2019
Subject Name: Marketing Research
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q. No. Question Text and Description Marks
Q.1 (a) In depth Interview
(b) Secondary data
(c) Correlation
(d) chi square test
(e) Conjoint Analysis
(f) Cluster analysis
(g) Focus Group Discussion

14
Q.2 (a) What do you mean by marketing research? Also write down
Scope of it.
07
(b) MI company wants to launch new smart phone, how should MI
price its new Smartphone? What will be the different steps for
the Marketing Research?
07


OR
(b) Prepare Questionnaire on customer satisfaction with various
parameters of Hyundai Elite i20?
07

Q.3 (a) Which are the Internal and External sources of secondary data
for marketing research?

07
(b) Briefly write primary market research methods? Describe which
method is suitable for calculating India?s population?

07
OR
Q.3 (a) Explain the various types of research design? 07
(b) Describe Data Preparation process with suitable example? 07

Q.4 (a) Explain differences between cluster and discriminant analysis. 07
(b) Coca ?cola wants to go global market for that write down
process of International marketing research?

07
OR
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Page 1 of 2


Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER III ? EXAMINATION ? WINTER 2019

Subject Code: 3539214 Date: 06/12/2019
Subject Name: Marketing Research
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q. No. Question Text and Description Marks
Q.1 (a) In depth Interview
(b) Secondary data
(c) Correlation
(d) chi square test
(e) Conjoint Analysis
(f) Cluster analysis
(g) Focus Group Discussion

14
Q.2 (a) What do you mean by marketing research? Also write down
Scope of it.
07
(b) MI company wants to launch new smart phone, how should MI
price its new Smartphone? What will be the different steps for
the Marketing Research?
07


OR
(b) Prepare Questionnaire on customer satisfaction with various
parameters of Hyundai Elite i20?
07

Q.3 (a) Which are the Internal and External sources of secondary data
for marketing research?

07
(b) Briefly write primary market research methods? Describe which
method is suitable for calculating India?s population?

07
OR
Q.3 (a) Explain the various types of research design? 07
(b) Describe Data Preparation process with suitable example? 07

Q.4 (a) Explain differences between cluster and discriminant analysis. 07
(b) Coca ?cola wants to go global market for that write down
process of International marketing research?

07
OR
Page 2 of 2

Q.4 (a) Write a short note on Effective oral presentation?

07
(b) Outline a structure and set of headings typically used as a basis
for writing technical reports in health and social sciences.
07
Q.5

















CASE STUDY:
Sheetal Ice cream wants to set up various soft cones vending
machines at various shopping malls and other shopping places.
The Unique Selling Proposition (USP) of the ice cream is that it
is less sweet, low calories and yet very thick and creamy. They
have 5 flavours i.e. vanilla, dark cocoa, coffee, butterscotch and
strawberry. They also have unique real fruit flavours in orange,
kiwi, black current and mixed fruit.

Before they launch the ice cream they need to know the taste
preferences, buyers? behavior towards their spending power and
frequency of eating ice cream. The ice cream is targeted to
health conscious consumers.





















(a) What is research process? Explain the research process for the
above case.

07
(b) As a researcher which researcher design would you use? Justify
your choice.

07
OR
Q.5 (a) Which technique you would recommend for the data collection?

07
(b)

Draft a research report from the collected data.

07

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