This document outlines the sections and questions that will be covered as part of a marketing research exam, including: 1) Defining key marketing research terms and concepts such as cost-value analysis, exploratory research, sampling techniques, pilot testing, attitude measurement, advertising testing, sales metrics, and interviewing. 2) Explaining the relationship between marketing research and the decision making process, and discussing research design types with examples. 3) Defining probability and non-probability sampling, sampling error, and test marketing plans. 4) Discussing whether advertising spending is wasteful or an investment. 5) Creating a sampling plan for a cosmetics company to understand consumer attitudes and expenditure

1. 2002
MARKETING RESEARCH
Time : Three; Hours Maximum : 60 Marks
Section A
Answer any six questions.
Define/Explain, in brief :
1. Cost value analysis of Marketing Research.
2. Exploratory Research.
3. Random .sampling and Systematic sampling.
4. Pilot testing.
5. Attitude Measurement.
6. Pre-test and Post-test advertising.
7. Sales volume and Sales quota.
8. Interview techniques.
9. Data collection tools.
10. Management Information system,
( 6 x 2 = 12 marks)
Section B
11. (a) Explain the relationship of marketing research to the various stages of the decision-making
process..
Or
(b) Discuss in detail the various types of Research Designs with suitable examples of your own.
(a) Define what is meant by the following terms : —
(i) Probability sample
. (ii) Non-probability sample.
(iii) Sampling error.
Or
) What is test marketing ? Discuss the various activities involved in developing a test marketing
plan for a brand new consumer product.
a) "The money spent on advertising is an investment and is not wasteful." Do you agree ? Give
reasons for your answer. ,
Or
;b) Discuss in brief the various objectives and the different methods of forecasting.
(3 x 10 = 30 marks)
Turn over

2. Section C
COSMETICS (INDIA) LIMITED
Cosmetics (India) Limited is a company manufacturing several cosmetic products. It is interested to know
the attitude of consumers towards cosmetic products in general and its own products in particular. In
addition, it would like to know the amount of expenditure incurred on different items of cosmetics by
households. It feels that such information would be extremely helpful in improving its existing products as
also in bringing new products into the market.
The Marketing Manager of Cosmetics (India) Limited has approachsd you to help him in the preparation
of a sampling plan in this connecticn. Prepare such a plan. You should ensure that it :
(a) Specifies a population.
(b) Indicates a sampling frame.
(c) Describes a sampling procedure ; and
(d) Explains a method for ascertaining how accurate the survey results are.
(1 x 18 = 18 marks]