Note: Attempt all the questions

Q1 What role does marketing research play in reducing marketing risk? What factors must be taken into account while weighing the decision to undertake marketing research.

Q2 (a) What is the relationship among exploratory, descriptive and experimental research.

(b) What is the major purpose for which descriptive research is conducted?

Q3. A well-known media is considering launching a business weekly aimed at management students and young executive’s .What kind of primary and secondary data would need in order to determine its market potential? Describe the merit and demerit of primary and secondary data.

Q4. Discuss the different aspects of classification of data. What are the likely problems encountered in the classification and how they can be handled?

Q5 Describe some marketing research problems that you feel may be amenable to conjoint analysis and explain how you would else conjoint analysis in these situation.

Q6 An airlines marketing manager wants to segment his customer. How can cluster analysis be assessed for this purpose?

Q7 Discuss with the help of examples the area where multi dimensional scaling can be applied for marketing

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Q8. Suggest your own methods for over-coming the resistance to using marketing research if you are employed as marketing head of a large manufacturing organization