Third Year

Time : Three hours

Maximum : 75 marks

1. Section A consists of EIGHT short answer questions. The candidate has to answer FOUR questions. The answer shall not exceed 1 page each.
2. Section B consists of FOUR questions. Each question consists of either or choices and the candidate has to answer either (a) or (b) from each question. The answer shall not exceed 5 pages each.
3. Section C consists of Case which is compulsory and carries 15 marks.

SECTION A - (4 x 3 = 12 marks)

1. Write briefly on any FOUR of the following: (a) Perception.
(b) Attitudinal change.
(c) Personality.
(d) Culture.
(e) Limitations of marketing research.
(f) Research design.
(g) Summated rating scale.
(h) Criterion for good test.

SECTION B (4 x 12 = 48 marks)

2. (a) What are the main determinants of social class? How can a marketer use this knowledge in understanding the consumer?

Or

(b) Discuss the various theories of personality and discuss how it explains the behaviour of customers.

3. (a) What are the various ways through which consumer learning takes place? How do marketing men use this information?

Or

(b) Who is a consumer innovator? Explain his characteristics and state how he plays an important part in the diffusion of innovations.

4. (a) Explain the meaning, scope and significance of marketing research.

Or

(b) What is stratified sampling? When do you use a disproportionate stratified sample? How does it differ from proportionate sampling?

5. (a) Explain the various steps involved in designing and conducting a marketing research.

Or

(b) What are the various sources of data for conducting marketing research?

SECTION C - (15 marks)

6. Case Study:

"Yes, our specialization is in marketing research. During the last ten years of our operations, we have carried out more than four hundred market research assignments for large, medium and small scale enterprises covering consumer as well as industrial products. As to a readership survey, we carried out a small assignment for 'Gujarat Mitra' a fortnightly in Gujarat some five years back. However we have the necessary expertise and experience to carry out an "All India Readership Survey" asserted by Mr. Keki Devar, Chief Executive of National Market Research Bureau during his discussions with Mr. R. K. Deshpande, Marketing manager of Audit Bureau of circulation. The latter was lately receiving many requests to initiate an All India Readership Survey by a large number of magazines, advertising agencies and also some of the business organizations. Due to the high cost involved in such a project, it was felt that all those who would be benefited by such an exercise, must pool their resources to meet the costs.

The readership survey would have been of extreme use to different organizations for various purposes as discussed below:

(a) The magazines periodicals, etc. would know about the performance of readers to different types of literature, viz., fiction, poetry stories, etc., and would be in a position to offer through their magazines what their readers wanted.
(b) To advertising agencies, it would have helped in proper selection of different media based on their effectiveness for preparing advertising plans for their clients.
(c) To marketers it would have provided data about readership, circulation, etc., that would help in selecting the media and filling the advertising plan with in the budget.
(d) To media owners, it would give the feedback on their effectiveness that could be used to plan a pricing policy.

Thus it was felt that an exercise of this nature would be of use to all. M/S National Marketing Research Bureau was asked to submit a detailed proposal covering objectives, methodology, coverage, timeperiod, cost etc.

Questions:

(i) Prepare a proposal for readership survery.
(ii) Discuss how the findings will be of use to different organizations in decision making.

[204/DM-I/04]

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