Register Number :

Name of the Candidate :

2 3 9 4
M.B.A. ( Marketing Management )
DEGREE EXAMINATION, 2010
( SECOND YEAR )

( PAPER - X )

220 . MARKETING RESEARCH

May ] [ Time : 3 Hours

Maximum : 75 Marks

SECTION - A ( 5 × 3 = 15)

Answer any FIVE questions.

All questions carry equal marks.

Write short notes on :

1. (a) Factorial research design.

(b) Cluster sampling.

(c) Close ended questions.

(d) Editing in data analysis.

(e) Literature survey.

Turn Over
 2 3
(f) Cross tabulation of data. 9. Explain the projective techniques used in
motivation research.
(g) Triple Association Test.
SECTION - D ( 1 × 15 = 15)
SECTION - B ( 3 × 10 = 30)
Answer any THREE questions. ( Case Study )
All questions carry equal marks. ( Compulsory )
2. What are the steps involved in exploratory 10. The following are the results of a survey
research ? conducted on the television watching
3. Explain Semantic Differential Scale with an preferences of audiences. The total sample
example. size is 360 respondents.
4. Explain a statistical test that can be used for Men Women
ordinal measurement data. Young Old Young Old
5. What are the graphs used for representing Cinema 20 15 35 45
results ?
Prefer News 20 50 15 25
6. How does research ‘aid’ in price related
Sports 60 35 30 10
decisions ?
SECTION - C ( 1 × 15 = 15) (a) Express the data as percentages.
Answer any ONE question. (b) What hypothesis can be tested from this
data ?
7. Explain how the sample size for a marketing
survey can be determined. (c) What statistical tests are relevant to test
8. Discuss the tools for primary data collection and the hypothesis identified by you?
give their advantages as well as limitations.