MS – 66 Marketing Research July – Dec 2012

MS – 66 Marketing Research July – Dec 2012

1. a) Discuss the importance of Marketing Research in the current business environment. Comment on the ways of conducting M.R. in India.

b) Explain the relationship between Data and the Research Process.

2. a) What makes Sampling significant in marketing research studies? Discuss the steps involved in the sampling process.

b) In what situations Qualitative Research is relevant. Explain two methods of conducting Qualitative Research with suitable examples.

3. a) Elaborate on the strategic importance of Questionnaire in conducting market research studies.

b) Burgerking is a fast food firm known for its quality and competitive pricing. Burgerking has developed a new cooking process that makes burgers taste better. However, before the new burger is introduced in the market, taste test will be conducted.

i) How should the sample size for this taste test be determined?

ii) Develop a Questionnaire to obtain feedback post taste test from young college goers.

4. a) Explain and bring out the major differences among, univariate bi – variate and multivariate analysis in marketing research studies with suitable example.

b) What are the major applications areas of marketing research in India? (Avoid reproducing from the course/study material)