Test Papers / Previous Question Papers of IGNOU MS66 Marketing Research June 2005

MANAGEMENT PROGRAMME

Term-End Examination

June, 2005

MS-66 : MARKETING RESEARCH

Time : 3 hours
Maximum Marks : 100
(Weightage 70%)

Note : This paper consists of two Sections A and B. Attempt any three questions from Sectlon A. Section B is compulsory. All questions carry equal marks.

SECTION A

1. A national bank wants to measure its customer servicel evel through observation method. Describe a suitable sampling plan for this study. How shall you determine the appropriate sample size for this study ?

2. Describe the practical problems in implementing "Before - After with Control Group" design of experimentation. What can be the ways to overcome them ?

3. (a) For what purposes would you recommend Factor Analysis technique in marketing research ?

(b) What are the data requirements for applying Factor Analysis technique ?

4. (a) In a marketing research survey the basic demographic, socio-economic characteristics and the product usage habits of customers have been measured. Which method(s) would you recommend for discovering the naturally existing market segmentls and why ?

(b) You have to conduct Focussed Group Discussions among motor-cyclists to determine the factors inhibiting use of helmets among them. How would you plan for an effective focus group discussion ?

5. Write short notes on any three of the following :

(i) Data editing
(ii) Nominal scaled data analysis
(iii) Systematic Random Sampling
(iv) Psychographic research
(v) Factors affecting value of marketing research

SECTION B

6. A city restaurant has conducted a survey among 200 diners of the city. They were contacted from five posh colonies of the city using systematic random samping of their households. The head of the family frorn the selected household was interviewed with the following questionnaire :

1. Name:___________

2. Adress :______

3. Age :_____________

4. Income per month :_________

5. Occupation :________

6. Education :____________

7. Family Size:____________

8. Vegetarian/Non vegetarian

9. Frequency of dining out :________

10. Most frequently visited restaurants :

(i) ____________
(ii) ___________
(iii) ____________
(iv) ______________
(v) ____________

11. Type of food preferred :_____________

12. Number of persons usually joining for dining out :___________

13. Average bill amount :_____________

14. Reasons for dissatisfaction with current restaurants :

___________________________
___________________________
___________________________

15. From where do you come to know about new restaurants ?

____________________________
____________________________
____________________________

Questions :

(a) Comment on the research design for this study.

(b) Comment on the questionnaire.