Mahatma Gandhi University (MGU) 2005 M.B.A Business Administration keting Research - Question Paper

M.B.A. DEGREE EXAMINATION, MAY/JUNE 2005

Faculty of Management Studies

Semester III – Elective – MARKETING RESEARCH

(For Branch I – Elective VI)
(For Branch III – Elective III)

Time : 3 Hours (75 Marks for 2003 admissions)
(100 Marks for Prior to 2003 admissions)

part A

ans any 6 ques..
every ques. carries three marks.

discuss in brief :
1. Sampling.
2. MIS.
3. Data Collection Process.
4. Product Development.
5. Marketing Research.
6. Demand Forecasting.
7. Marketing Budget.
8. ANOVA.
9. New Product Positioning.
10. Motivational Research.
(6 X three = 18 marks)

part B

ans any 3 ques..

11. (a) discuss the importance of Marketing Research.
(b) How do you apply marketing research findings to increase the sales turnover?
Or
(a) What do you understand by the term “Research Design”?
(b) How the research design influence the penetration of product into the market?

12. How will you generate marketing info system? elaborate the different parameters to be considered while designing the marketing info system?
Or
What are the different Qualitative Research Techniques adopted?

13. (a) How will you structure a questionnaire for marketing research?
(b) Explain structured and unstructured questionnaire.
Or
(a) What do you understand by “Advertising Research”? How will you measure the effectiveness?
(b) Explain the term “Motivational Research” with suitable examples.
(3 X 11 = 33 marks)
(3 X 17 = 51 marks)

part C (Compulsory)

14. Bisleri

The aggressive campaign followed by Ramesh Chauhan, Chairman Aqua Bisleri enabled his company to gain 60% share of the mineral water market in India. For this, the company set up an effective distribution system almost similar to the 1 followed for the soft drinks.

Further, an aggressive print and TV campaign backed by hoardings, point of sale material and catchy messages on the vehicles used for supply of water and the emphasis on “Bisleri is the only 1 that guarantees purity” made the product not only popular but also greatly helped to expand the total market for mineral water in India.

After going through all the above strategy examples, Mr. Arunkumar, Managing director of Nova Fashion Garments (P) Ltd., was wondering, what general lessons he could draw on the basis of the experiences of other successful companies. He wanted to explain with his executives, what principles of strategy his company should follow in order to aggressively market its product and improve its position in the market.

(a) How will you classify strategy example provided in the case? elaborate the common factors among all the successful strategies?
(b) What advise will you provide to Mr. Arunkumar regarding marketing strategy to be followed by his company?
(24 marks)
(31 marks)

Earning:   Approval pending.