Marketing Research — DU B.Com. (Hons.) Previous Year Question Papers

Semester VII Programme B.Com (Hons) Examination - 2025 Max Marks - 90 Q1. A FMCG company notices a decline in sales of its flagship shampoo brand. They want to understand whether the fall is due to pricing, packaging, perceived quality, or competitor actions. They plan to conduct research before redesigning the product. a) Identify and formulate the marketing research problem. (6) b) Suggest a suitable research design and justify it. (6) c) Recommend appropriate data collection tools for this problem. (6) (6) Q2. a)- 2. Discuss the analytical process for market segmentation research. Provide an (9) illustration showing how clusters can simplify consumer data. (9) b) Explain how Perceptual Maps help identify market gaps. Discuss this with a hypothetical example from the smart phone industry. (9) Using a hypothetical dataset, explain how segmentation, targeting, and positioning (STP) techniques can be integrated to form a complete marketing strategy. Q3. Explain Adaptive Conjoint Analysis (ACA)and how is it different from Traditional Conjoint related to marketing. Analysis. Describe the step-by-step procedure for conducting conjoint analysis with example Adaptive Conjoint A ition Conjoin Define Correspondence Analysis. Explain its key concepts and analytical usefulness in exploring relationships between categorical variables. Q4. a) Describe the different text processing techniques in qualitative research data. (9) (9) b) Define Sentiment Analysis. Explain various techniques used for sentiment classification. d) How does Opinion Mining help brands improve customer experience? Provide examples from airline and restaurant industry. (9) Q5. Write any 3 short-note from the following. (6x3=18) a) Qualitative and Quantitative Data in Marketing Research b) K-Means clustering c) Web Analytics in Marketing Research d) Stop -word removal d) Stop-word §cloil (E) FeI-25 FIa (Stop-Word Removal)