ADVERTISING AND MARKETING RESEARCH QUESTION PAPER

 2.5 hrs Marks: 75

N.B.

1. All Questions are compulsory.

2. Mention the question number properly and neatly

3. Answer the questions in the sequence given in the question paper

Q1. a).CASE STUDY (15)

A telecom sector wants to launch in Rural India their products. Formulate and advice an appropriate

Research Design and suggest suitable Sampling Method for this service to be a profitable commercial

venture. Explain the research process.

OR

b). Answer the following:

i. Design a questionnaire for a company to find out the response of Plastic Ban by government.

(8)

ii. “Social Media engulfs Family time.” Write a report analyzing the validity of the statement. (7)

Q2).Answer the following:

a) Discuss the importance of Neuroscience in advertising research. (8)

b) Explain various Physiological Testing methods. (7)

OR

c) Discuss Copy Testing Process and various methods of copy testing. (8)

d) Explain the various methods of conducting product research. (7)

Q3). Answer the following:

a) What are the various methods of Pre-Testing? (8)

b) Write a note on importance of Marketing Research. (7)

OR

c) Discuss any three Scaling Techniques. (8)

d) Discuss the various Projective Techniques used in the Research process. (7)

Q4) Answer the following:

a) Explain various methods of Branding research. (8)

b) Explain the challenges to Pre-Testing of advertisement. (7)

OR

c) Explain what Primary Research? Discuss various methods of primary research. (8)

d) Discuss Pricing Research methods. (7)

Q5) Explain Any3 of the following. (15)

a) Quantitative and Qualitative Research

b) Literature Review.

c) Copy research

d) Hypothesis

e) Post Testing Methods.

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ADVERTISING AND MARKETING RESEARCH QUESTION PAPER

[ Marks:75]

 1. a) An international sports equipment and accessories brand is trying to widen it’s market in India by

focusing mainly the youth. Suggest an appropriate research design and sampling method to

facilitate their expansion plans. Explain the entire research process

15

OR

b) (i) Design a questionnaire for the launch of “Ola Restrooms”. 8

(ii) “Online streaming is eventually killing the single screening theatres” Write a report analyzing

the validity of the statement

7

2. a) Define Marketing Research? Point out the need and importance of marketing research 8

b) Explain the various method for conducting Pricing research 7

OR

2. a) What are the various ways to conduct copy research? 8

b) Write a detailed note on product research 7

3. a) Discuss any four methods of attitude measurements. 8

b) What are the various projective technique used in marketing research? 7

OR

3. a) Write a note on physiological testing 8

b) Elaborate Qualitative and Quantitative research with suitable example? 7

4. a) What are the various Pre-testing methods 8

b) Enumerate the role of neuroscience in advertising research 7

OR

4. a) What is Sampling? Elaborate probability sampling method 8

b) Write a detailed note on Branding research 7

5. Explain Any 3 of the following 15

a) Hypothesis

b) Exploratory research

c) Focus group

d) Variables

e) Post testing

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ADVERTISING AND MARKETING QUESTION PAPER (OLD Q PAPER)

 DURATION: 2½ HRS MARKS: 75 

N.B.: All Questions are compulsory. 

Figures to the right indicate full marks. 

1) a) Tihani foods is a Delhi based company and it wants to increase their presence and expand business in 

other metro cities of India. As a researcher you are requested to draw and suggest an appropriate research 

design, sampling method and research process to meet their goals. 15 

OR 

b) i) Design a questionnaire to find out the attitude and preference by senior citizens on usage 

of cashless services. (Pay TM, Credit Card, Debit Card, BHIM, NEFT etc.) 8 

ii) ‘Cyber games are a threat to young children and youth.’ Write a report analyzing the 

validity of the statement. 7 

2 (a) Explain the various methods of conducting copy research 8 

(b) Write a note on physiological testing. 7 

OR 

2 (a)Discuss any 3 types of primary data collection methods. 8 

(b)Explain the various methods of conducting pricing research. 7 

3. (a) Discuss the different projective techniques used in marketing research. 8 

(b)Write a note on product research. 7 

OR 

3 (a) Explain Interview method used in research. 8 

(b)Challenges to pre-testing. 7 

4 (a) Mention the guidelines for devising a good questionnaire. 8 

(b)Write a note on sources of secondary data. 7 

OR 

4 (a) Explain the methods of concept testing. 8 

(b)Discuss various types of probability sampling methods. 7 

5. Explain Any3 of the following. 15 

(a) Focus group. 

(b) Panel research. 

(c) Qualitative v/s Quantitative research. 

(d) Hypothesis. 

(e) Slogan Testing. 

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ADVERTISING AND MARKETING RESEARCH QUESTION PAPER