INTERNAL ASSESSMENT EXAMINATION MARKETING RESEARCH 2012

Time: 2:00 hours                                                                                   Maximum Marks: 25

Attempt all questions. All questions carry equal marks.

1. Write short notes on any two:                                                                          2 ½  * 2

a)     Ethics in marketing research

b)     Detective Funnel & Market Research Design

c)     Errors in Research Design

d)     Observation Methods

2. Explain the techniques of (i) Devil’s advocate (ii) Chain Reaction and (iii) False Termination used by a moderator in a FGD.                                                                                       5

Or

Discuss the uses, benefits and limitations of secondary data.                                       2+1+2

3. What is the relationship between exploratory and descriptive research design?       5

Or

Discuss the survey methods used in marketing research. Enumerate the advantage of survey methods.                                                                                                                                   2 ½ + 2 ½

4. What are the key qualifications of focus group moderator and why focus group is the most popular qualitative research technique?                                                                                     3 + 2

Or

Describe the steps in the marketing research process.                                                             5

5. Describe different kinds of projective techniques used in qualitative research.              5

Or

Present a comparative analysis of focus group discussion, and projective techniques. If the objective of researcher is discovering innovative information from respondent, according to you, which research technique is most suitable?                                                                  4+1