1. Model Question Paper I
Time: 3 Hours Max Marks: 70
Instructions to the Candidates:
1) Q1 and 7 is Compulsory
2) Answer any three from remaining questions
Q.1 Explain Likert Semantic and Stapel scales with its Applications. (15)
Explain the Levels of Measurement of Scales.
Q.2 What are the components of problem formulation? Explain in detail the process of
translating decision problems to research problems. (15)
Q.3 What do you mean by the term ‘Experimental Design’? Explain the problems, which need
to be considered before undertaking any experiment. (15)
Q.4 What is the concept of hypothesis? Explain in detail the steps involved in hypothesis
testing. (15)
Q.5 What is Cluster Analysis? Which types of data required to Cluster Analysis? (15)
Q.6 What do you mean by Data Collection? What are the constituents of Data Collection? (15)
Q.7 Write Short Notes on: (Any two) (10)
1) Non-Probability Samples
2) ANOVA
3) Limitations of the marketing research.
4) Brand Research

2. Model Question Paper II
Time: 3 Hours Max Marks: 70
Instructions to the Candidates:
1) Q.6 and 7 is Compulsory
2) Answer any three from remaining questions
Q.1 What do you mean by the term marketing research? Explain in detail the role and
importance of the marketing research. (15)
Q.2 What do you mean by Questionnaire? Explain Designing phases of Questionnaire. (15)
Q.3 Explain in detail the types of the statistical designs. (15)
Q.4 What do you mean by the term data analysis? Explain in detail the steps of the data
analysis. (15)
Q.5 What is Cluster Analyses? Explain the single linkage rules. (15)
Q.6 Write Short Notes on: (Any Two) (10)
1) Calculation of Coefficient
2) Scale Construction
3) Validity and Reliability in Research Study
4) Difference between Probability Sampling and Non-Probability Sampling
5) Conjoint analysis

3. Q.7 Case Study:
Ethical Issues in Marketing Research:
At time, we find that both in marketing and marketing research, unfair practices take place.
There is now increasing awareness in the public of different ways by which such practices
are resorted to.
The American Marketing Associations Code of Ethics contains principles of ethical
practice of marketing research for the guidance of its members. The AMA expects its
members to conduct them- selves in conformity with the code in all their marketing
research activities. The Marketing Research Society of India (MRSI) too has a code of
conduct for its members.
Below are given eleven situations/cases wherein ethical issues are involved:
1) A marketing research firm assured its sample respondents that it would conduct an
anonymous survey. As such, their identity would remain undisclosed. However, it used
an ultraviolet ink on each questionnaire as a result of which every respondent could be
identified though the identity mark was invisible. Later on when it came to the notice of
some one, the firm justified the use of an ultraviolet ink on the ground that it wanted to
identify defaulting respondents so that it could send them reminders. Some people
sharply reacted to this and said that such a practice was a clear deception as the firm
acted against its explicit assurance to respondents.
2) A marketing research firm has recently taken up a study of some department stores. It
has asked one of its members to visit these stores and pose as a customer and
observe the buying behaviour of customers. No one knows that he or she is being
observed by some one.
3) A large manufacturing company dealing in some cosmetic products has its own
marketing research cell. However, it generally uses marketing research as a sales
ploy. Its investigators try to push up the sale of` its products to households when they
visit them while conducting a field ‘survey‘.
4) A marketing research firm does not bother about ethical problems. lt uses such data
and research techniques as would produce the findings acceptable to its clients or to
justify a particular decision.
5) A team of marketing researchers undertakes a study. A survey is planned but it has
been decided that the purpose of research, as also its sponsorship, should not be
disclosed to the respondents. This is because the team of marketing researcher’s feels

4. that such a disclosure would influence the respondents to such an extent that the
proposed research would be of no use.
6) An interviewer has been assigned the job of contacting some specific households
chosen in the sample. He visits some households and in respect of` others, fills in
fictitious data, which are passed off as genuine. Nobody except the interviewer knows
that some data are fictitious.
7) A marketing research firm accepts an assignment from one of its clients even though it
knows that it would not be possible to submit the report within the stipulated time.
8) A business firm is interested in sponsoring a study with a research firm. It invites
research proposals from four different consultants. lt then incorporates the ideas
included in different proposals in one single proposal submitted by the lowest bidder
and assigns him this research study.
9) A project director seeks the permission of the Marketing Research Director to use
ultraviolet ink in pre-coding questionnaires in a mail survey. He points out that although
the letter refers to an anonymous survey where the identity of the respondent would be
undisclosed, he needs the identification of the respondent so that cross tabulation of
data can be undertaken. The Marketing Research Director gives him the permission to
use ultraviolet ink.
10) An interviewer adopts an unusual practice with a view to getting the cooperation of the
respondent. He assures the respondent that as soon as the survey report is ready, he
will send him a copy of the same. While making such a promise to the respondent, the
interviewer has no intention whatsoever to follow it up.
11) A research firm sometimes uses such devices as giving huge statistical data in
appendices and drafting a report full of technical jargon to give an impression that it is
a perfect study or that the team engaged in the research is very competent.
Question
Q. 1) Identify the ethical issue in each of the above-mentioned situation/case and indicate
what you would do.

5. Model Question Paper III
Time: 3 Hours Max Marks: 70
Instructions to the Candidates:
1) Question 7 is compulsory
2) Other all Questions carry equal Marks
Q.1 What are the components of problem formulation? Explain in detail the process of
translating decision problems to research problems (15)
Q.2 Explain market potential, Channel behaviour, mystery shopping. (15)
Q.3 Explain Media Research like Readership Survey, Opinion Polls. (15)
Q.4 What do you mean by the term sampling? Explain in detail the features of the good
sampling. (15)
Q.5 What do you mean by the term factor analysis? Explain in detail the various types of factor
analysis. (15)
Q.6 What is Perceptual Mapping? Explain its steps with marketing example. (15)
Q.7 Write Short Notes on: (Any Two) (10)
1) Customer Satisfaction Research
2) Randomized design
3) Applications of Qualitative Research Techniques in Marketing
4) Interpreting a Factor Matrix.