LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
B.Com.
|
DEGREE EXAMINATION –COMMERCE
SIXTH SEMESTER – APRIL 2007
CO 6602 – MARKETING RESEARCH
Date & Time: 20/04/2007 / 9:00 – 12:00 Dept. No. Max. : 100 Marks
SECTION – A
Answer ALL questions in not more than 3 lines each (2 x 10 = 20 marks)
- What is a phychogalvanometer?
- Define marketing research.
- State the 5 major components of Advertising Research.
- What is a field experiment?
- What is a dichotomous question?
- Briefly explain Corporate Responsibility Research.
- What are the main areas in Product Research?
- Briefly explain Distribution Channel Studies.
- State the two types of indirect observation.
- State the conditions needed for effective observation.
SECTION – B
Answer any FIVE in not more than 2 pages each (5 x 8 = 40 marks)
- What are the characteristics of an ideal marketing research output?
- Briefly explain the slope of marketing research.
- When should exploratory research be used? What are its main components?
- What are the advantages and disadvantages of the questionnaire method of data collection?
- Write a note on unstructured direct observation. What are its disadvantages?
- What are the key factors which contribute to the success of focus-group discussion?
- What are the essential qualities of a good research report?
- Present a Model Research Report.
SECTION – C
Answer any TWO in not more than 4 pages each (2 x 20 = 40 marks)
- a) What is experimental causality?
- b) How is the Before – After- without control – experimentation used?
- c) What are its strengths and weakness?
- Explain the four questioning methods in terms of structure an Disguise. Also bring out each one’s merits and demerits.
- What are the components of a general research design?