(Directorate of Distance Education)
Note: Answer all the Five sub-questions and each sub-questions carries 2 marks. Answer
to each sub-question shall be in not more than six sentences. 5 X 2 10
1. Who is an opinion leader?
How is attitude measured?
What is Product Perception?
What are the methods of determining sample size?
Define social class.

Note: Answer any Three of the following questions and each question carries 10 marks.
Answer to each question shall be in not more than five pages. 3 x 10 30
2. Explain the Engel-Balckwell model of consumer behaviour.
3. Elucidate the relationship between MIS and Marketing research.
4. Describe the process of market and sales analysis research.
5. Critically evaluate the external determinants of buying behavior.
6. Explain the role of opinion leaders in the firm's promotional strategy.
Note: Answer any Two questions and each question carries 15 marks. Answer to each
question shall be in not more than eight pages. 2 x 15 30
7. Explain the different methods of primary data collection.
8. A movie producer is bringing out a new movie. .In order to map out his
advertising campaign, he wants to determine whether the movie will appeal most
to particular age group or whether it will appeal equally to all groups. The
producer takes a random sample from persons attending preview of the new movie
and obtain the following results.
Particulars
Age group (Years)
Under 20 20-39 40-59 60 over Total
Liked the movie 146 78 48 28 300
Disliked the movie 54 22 42 22 140
Indifferent 20 10 10 20 60
Total 220 110 100 70 500
What inference will you draw from this data?
9. Explain the stages in consumer decision making process.
a. This section is only for the students of New Scheme with 20 internal assessment
marks
b. Answer any One question and it carries 10 marks. Answer to the question shall be in
not more than five pages. 1 x 10 10
10. Construct a questionnaire to study the post-purchase behavior of a consumer after
the purchase of "perfumes". Assume your own city as your study area.
11. Describe the ethical issues relating to marketing research.