June, 2013
Ms-66 : Marketing Research
SECTION-A
1. (a) Explain the various stages involved in Marketing Research Process.
(b) What is a Research Design ? Explain in brief the different types of Research Designs.
2. (a) What are the steps involved in a sampling process ? Explain.
(b) What sampling technique would you suggest for each of the following situations ? Give reasons for your answer.
(i) A survey by a private airline to understand the preferences and services expected by non business travellers.
(ii) A survey to estimate the awareness of the use of pure water for drinking purposes in the rural areas of Rajasthan.
3. Write short notes on any three of the following :
(a) Primary Scales of Measurement
(b) Validity and Reliability of a scale
(c) Multi Dimensional Scaling
(d) Graphical Presentation of Data
(e) Sources of Error in Primary Data Collection
SECTION-B
4. A passenger car manufacturer (mid segment sedan) has approached you to conduct a Marketing Research for him. As a part of this project you are required to develop a questionnaire to understand consumers perception of the brand, buying criteria and their relative importance and level of satisfaction.
