WK 4

NOVEMBER 2015 77366/PMD01

Time : Three hours Maximum : 75 marks

PART A — (10  1 = 10 marks)
Answer any TEN questions.
Define the followings :

1. Bayesian analysis.

2. Exploratory research.

3. Monadic tests.

4. Homogeneous strata.

5. Standard Test Market.

6. Advertising research.

7. Model dynamics.

8. Attitude.

9. Eye camera test.

10. Self concept.

11. Absolute threshold.

12. Consumer behaviour.

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PART B — (5 × 5 = 25 marks)
Answer any FIVE questions.

13. How is Marketing Decision Support System

beneficial to marketing research?

14. Is a research design necessary to conduct a study?

Why or why not?

15. How would you decide sample size when

estimating proportions?

16. What are the ‘before’ methods of copy testing?

17. What research studies have been conducted

regarding our consumers? What still needs to be
studied?

18. To what degree are consumers influenced by

enduring involvement?

19. How can marketers be creative in capturing

consumers attention to their advertisements?
PART C — (4 × 10 = 40 marks)
(Question No. 20 is compulsory), Answer any THREE
questions from Q. No. 21 to 24.

20. Case study :

The Indian passenger car market has been
growing very fast. Several new models have
already come in the market and quite a few are

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expected to be introduced shortly. While this

shows that there is a lot of potential for the
passenger car market, the car manufacturer is
seldom fully aware of the extent of satisfaction of
car owners.
An existing car manufacturing company is,
therefore, interested to know the profile of the car
owners, the types of cars owned by them and the
level of their satisfaction with the cars they use
presently.
Questions :
(a) Discuss the concept of ‘consumer
satisfaction’.
(b) Identify the parameters that should be
relevant in ascertaining its level.
(c) Having selected the parameters, how would
you arrive at an ‘overall’ level of consumer
satisfaction?

21. Elaborate the various procedures involved in

constructing a questionnaire. Justify your views
with examples.

22. What are the different types of sampling methods

used in marketing research? Explain their relative
merits and demerits.

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23. Explain the special features of Howard-Sheth

model.

24. Elaborate the contemporary techniques involved

in consumer decision processes.

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