Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 3rd Sem 3539214 Marketing Research Mr Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER (3) ? EXAMINATION ? SUMMER 2019
Subject Code: 3539214 Date:11/05/2019
Subject Name: Marketing Research (MR)
Time: 02:30 pm to 5:30 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 Define following.
(a) Problem-Identification Research
(b) Experimentation method of data collection
(c) Cross tabulation analysis
(d) Chi square Test
(e) Likert scale
(f) Conjoint analysis
(g) Confidence Level in Sample size determination
14
Q.2 (a) Explain steps of Marketing Research Process. 07
(b) Differentiate Qualitative and Quantitative research. Which type of
research will be helpful for a Namkeen brand ?Samrat?; for their new
version of frymes which contains least oil and so less fat constituents.
07
OR
(b) Energy Association of India wishes to conduct research on energy
consumption in GIDC units of Ahmedabad. For this; CEOs/ MDs or
the top most position officers of the companies need to be surveyed.
Explain which type of Qualitative Research is suitable with this
regards?
07
Q.3 (a) Give classification of research design. Explain the differences between
major types of research design.
07
(b) What are the objectives of a questionnaire? Explain briefly the steps in
Questionnaire design process.
07
OR
Q.3 (a) Describe the process of report preparation. 07
(b) International Labor Union wishes to conduct research on condition of
workers in the Textile Units of Dying Mills of Surat. What is the
difference between primary & secondary data with this reference?
07
Q.4 (a) Explain relation between Ethics and Marketing Research. 07
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER (3) ? EXAMINATION ? SUMMER 2019
Subject Code: 3539214 Date:11/05/2019
Subject Name: Marketing Research (MR)
Time: 02:30 pm to 5:30 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 Define following.
(a) Problem-Identification Research
(b) Experimentation method of data collection
(c) Cross tabulation analysis
(d) Chi square Test
(e) Likert scale
(f) Conjoint analysis
(g) Confidence Level in Sample size determination
14
Q.2 (a) Explain steps of Marketing Research Process. 07
(b) Differentiate Qualitative and Quantitative research. Which type of
research will be helpful for a Namkeen brand ?Samrat?; for their new
version of frymes which contains least oil and so less fat constituents.
07
OR
(b) Energy Association of India wishes to conduct research on energy
consumption in GIDC units of Ahmedabad. For this; CEOs/ MDs or
the top most position officers of the companies need to be surveyed.
Explain which type of Qualitative Research is suitable with this
regards?
07
Q.3 (a) Give classification of research design. Explain the differences between
major types of research design.
07
(b) What are the objectives of a questionnaire? Explain briefly the steps in
Questionnaire design process.
07
OR
Q.3 (a) Describe the process of report preparation. 07
(b) International Labor Union wishes to conduct research on condition of
workers in the Textile Units of Dying Mills of Surat. What is the
difference between primary & secondary data with this reference?
07
Q.4 (a) Explain relation between Ethics and Marketing Research. 07
Page 2 of 2
(b) Kotak Bank wishes to offer new products. Explain importance of
Internal and External Data with this reference.
07
OR
Q.4 (a) Explain similarities and differences between cluster and discriminant
analysis.
07
(b) Pepsi wishes to conduct a research on customer satisfaction in
Ahmedabad city. Explain importance and methods for deciding sample
size with respect to this research.
07
Q.5
CASE STUDY:
Rajesh Patel joined a Research firm Nielsen India. Though the
company trained him for his work profile of TL- Research Team;
during his Induction Program, Rajesh is in dilemma about his profile as
a team leader of the marketing researchers. Hyundai as the client of
Nielsen; asks Rajesh for a Marketing Research Survey for all of the car
showrooms/ dealers/ distributors on customer satisfaction, their way of
greeting and treating. A special condition from Hyundai is that the
respondents (car showrooms/ dealers/ distributors) should not be
informed about the research in any condition. Now Rajesh decides to
go for Mystery Shoppers Survey. But he is not confident enough for
this assignment as its being his first and major responsibility task.
Questions:
(a) How should Rajesh prepare his team for this assignment? Should
surveyors ask for test driving? Why?
07
(b) Draft a questionnaire for the assignment. What special care should be
taken while drafting the questions?
07
OR
Q.5 (a) Is this type of research Qualitative or Quantitative? How? 07
(b)
How observation is the key for the surveyors and the researcher for this
Marketing Research Assignment?
07
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This post was last modified on 19 February 2020