LOYOLA COLLEGE (AUTONOMOUS), CHENNAI –600 034
B.Com, DEGREE EXAMINATION – COMMERCE
SIXTH SEMESTER – APRIL 2004
CO 6602/COM 602 – MARKETING RESEARCH
07.04.2004 Max:100 marks
1.00 – 4.00
SECTION – A
Answer ALL questions in not more than 3 lines each (10 ´ 2 = 20 marks)
- State any 3 advantages of secondary data.
- State any 3 advantages of the multiple – choice question.
- What are the components of Advertising Research?
- What are the main dimensions of product Research?
- What are the main purpose for which sales analysis is fused?
- What are Ecological Impact Studies in the context of Marketing Research?
- State any 4 characteristics of an efficient marketing Research output.
- What is field experimentation?
- Briefly define the observation method of data collection.
- Briefly explain the 3 conditions needed for effective observation.
SECTION – B
Answer FIVE questions in not more than 2 pages each (5´ 8 = 40 marks)
- What are the advantages and disadvantages of the questionnaire method of data collection.
- Write a note on mechanical data collection instruments.
- Explain how the Before – After without control experimental design is used. What are its strengths and weakness?
- What are the steps to be taken to conduct an effective interview?
- How is secondary data evaluated?
- Write note on the scope of marketing research.
- Explain the following types of observation.
- Contrived (b) Indirect (c) Mechanical
- a) What is Focus group discussion?
- What are its chief dynamics?
- Explain the key factor for its sources.
SECTION – C
Answer TWO questions in not more than 4 pages each (2 ´ 20 = 40 marks)
- Explain the stages in the marketing research process.
- Explain the 4 types of questioning methods in terms of structure and design. Also highlight each one’s strength and weakness.
- What are the steps in research report writing?
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