Andhra University 2004 M.B.A Consumer Behaviour and keting Research - Question Paper

Test Papers of Andhra University SDE MBA (DM) - AMDM - 304 - Consumer Behaviour and Marketing Research - 2004
Third Year

Time : 3 hours

Maximum : 75 marks

1. part A consists of 8 short ans ques.. The candidate has to ans 4 ques.. The ans shall not exceed one page every.
2. part B consists of 4 ques.. every ques. consists of either or options and the candidate has to ans either (a) or (b) from every ques.. The ans shall not exceed five pages every.
3. part C consists of Case which is compulsory and carries 15 marks.

part A - (4 x three = 12 marks)

1. Write briefly on any 4 of the following: (a) Perception.
(b) Attitudinal change.
(c) Personality.
(d) Culture.
(e) Limitations of marketing research.
(f) Research design.
(g) Summated rating scale.
(h) Criterion for good test.


part B (4 x 12 = 48 marks)

2. (a) elaborate the main determinants of social class? How can a marketer use this knowledge in understanding the consumer?

Or

(b) explain the different theories of personality and explain how it explains the behaviour of customers.

3. (a) elaborate the different ways through which consumer learning takes place? How do marketing men use this information?

Or

(b) Who is a consumer innovator? discuss his characteristics and state how he plays an important part in the diffusion of innovations.

4. (a) discuss the meaning, scope and significance of marketing research.

Or

(b) What is stratified sampling? When do you use a disproportionate stratified sample? How does it differ from proportionate sampling?

5. (a) discuss the different steps involved in designing and conducting a marketing research.

Or

(b) elaborate the different sources of data for conducting marketing research?

part C - (15 marks)

6. Case Study:

"Yes, our specialization is in marketing research. During the last ten years of our operations, we have carried out more than 4 hundred market research assignments for large, medium and small scale enterprises covering consumer as well as industrial products. As to a readership survey, we carried out a small assignment for 'Gujarat Mitra' a fortnightly in Gujarat a few 5 years back. However we have the necessary expertise and experience to carry out an "All India Readership Survey" asserted by Mr. Keki Devar, Chief Executive of National Market Research Bureau during his discussions with Mr. R. K. Deshpande, Marketing manager of Audit Bureau of circulation. The latter was lately receiving many requests to initiate an All India Readership Survey by a large number of magazines, advertising agencies and also a few of the business organizations. Due to the high cost involved in such a project, it was felt that all those who would be benefited by such an exercise, must pool their resources to meet the costs.

The readership survey would have been of extreme use to various organizations for different purposes as explained below:

(a) The magazines periodicals, etc. would know about the performance of learners to various kinds of literature, viz., fiction, poetry stories, etc., and would be in a position to offer through their magazines what their learners wanted.
(b) To advertising agencies, it would have helped in proper selection of various media based on their effectiveness for preparing advertising plans for their clients.
(c) To marketers it would have given data about readership, circulation, etc., that would help in selecting the media and filling the advertising plan with in the budget.
(d) To media owners, it would provide the feedback on their effectiveness that could be used to plan a pricing policy.

Thus it was felt that an exercise of this nature would be of use to all. M/S National Marketing Research Bureau was asked to submit a detailed proposal covering objectives, methodology, coverage, timeperiod, cost etc.

Questions:

(i) Prepare a proposal for readership survery.
(ii) explain how the findings will be of use to various organizations in decision making.

Earning:   Approval pending.