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Students Roll No.

Monday, November 22, 2010 8:30 am to 12:30 pm

Time allowed: 4 hours

Full Marks: 100

Instructions:

Use fountain pen or ball-point pen of blue or black ink. Answer in your own words as far as practicable. Do not write anything on the Question paper other than your Roll No.

MRCA3501MARKETING RESEARCH &CONSUMER BEHAVIOUR

5th SEMESTER EXAMINATION

B.B.A.

NOV - DEC 2010

ST. XAVIERS COLLEGE

(AUTONOMOUS)

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Section A

MARKETING RESEARCH

Group A

AnswerANY FIVE questions. [5x2 = 10]

Question (1)(i) Highlight the differences between sample survey and census survey.(ii) Briefly explain the different research designs available to a researcher.(iii) Discuss the concepts of primary and secondary data, and state the major sources of

obtaining both.

(iv) A questionnaire needs to be tested for reliability and validity Explain the termsreliability and validity in this context.

(v) State the characteristics of a good usable hypothesis.(vi) Describe briefly sampling errors with reference to Type I and Type II.(vii) Explain the terms:

(a)Nominal Scale.(b)Ordinal scale.

Group B

AnswerANY FOUR questions. [10x4 = 40]

Question (2) With the help of a diagram, outline the steps involved in marketing research process.

Give a brief explanation of each step involved. [10]

Question (3) The following data relate to two variables X and Y

X 2 5 4 6 9 12 15

Y 3 4 4 8 9 13 14

(a)Determine the mean and standard deviation of X and Y.(b)Ascertain the correlation between X and Y, and interpret the results. [4+6 = 10]

Question (4) Explain briefly the different areas of marketing research and distinguish between

product research and advertising research. [5+5 = 10]

Question (5) A private domestic airlines company wants to find out the satisfaction level of its

customers and, also wants them to suggest ways to improve, service quality. Design a

questionnaire for an appropriate feedback. Use different types of question (open-

ended, close-ended, dichotomous, multiple choice, rating scale etc) in designing your

questionnaire. [10]

Question (6)

(a)What are the different sampling methods available to a researcher?(b)What is the major point of distinction between random sampling and non-random

sampling?

(c)Briefly explain the concept of snowball sampling technique. [3+3+4 = 10]Question (7)

(a) The role of statistics in marketing research is to function as a tool of analyzing dataand drawing conclusions. Examine the statement clearly pointing out the utility of

hypothesis testing in marketing research.

(b)Describe the method of data presentation with the help of simple tabulation and crosstabulation. [5+5 = 10]

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Section B

CONSUMER BEHAVIOR

Group A

AnswerANY FIVE questions. [5x2 = 10]

Question (8)

(i) Post purchase behavior is an important step of the buying decision making process. Discuss.

(ii)Do children influence consumer behavior? Give examples to support your answer.(iii) Companies who fail to take cognizance of Consumer Behavior are likely to commit

costly mistakes. What are your views?

(iv)People do not buy products or services they buy benefits, is a simple premise that iscentral to the understanding of Consumer Behavior. Evaluate the validity of the

statement.

(v)When does Post Purchase Dissonance occur in Consumers?(vi)The Objective of marketing strategy should be to ensure customer delight Accept or

refute with reasons.

(vii) Indicate the significance of branding in Consumer learning and behaviours.Group B

AnswerANY FOUR questions. [4x10 = 40]

Question (9) What kind of buying behavior is exhibited in the purchase of the following items: -

(a)Expensive sound system.(b)Carpet for the drawing room of a costly flat.(c)Brand of toilet soap.(d)Regular groceries. [2.5x4 = 10]

Question (10)Map the major internal and external factors that influence shaping of consumerbehavior patterns in individuals. [10]

Question (11)Culture and Social Class is a major determinant of Consumer Behavior With thehelp of practical examples elucidate the implications of Culture and Social Class in

Consumer Behavior. [10]

Question (12)Describe in detail the decision making process you underwent as a Consumer ineach of the following cases

(a)Buying a washing machine.(b)Buying a holiday package.(c)Enrolling for a MBA course in an institute.(d)Buying an apparel for party wear. [2.5x4 = 10]

Question (13)(a)Marketers can trigger consumer motivation by inducing need recognition. In the

context of the statement, describe Maslows hierarchy of Needs, and discuss its

relevance to marketing strategy.

(b)Show how each of the following products of services, can be positioned to satisfymore than one level of needs as per Maslows hierarchy.

(i) Mobile phones.(ii)Yoga and meditation.(iii) Financial investments. [5+5 = 10]

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Question (14)(a)Elucidate the implications of attitude in Consumer Behavior.(b)How can a marketer bring about a change in the consumer attitudes which will

favour the preference for his products and services? [5+5 = 10]

Question (15)(a)How does Family Life Cycle (FLC) influence household consumption patterns?

Describe with suitable examples.

(b)Perception exerts a major influence in shaping Consumer Behavior Discuss.[6+4 = 10]

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