Bachelor Of Mass Media (BMM) SEM V 2022 2023 Dec 2023 ADVERTISING DISCIPLINE RELATED GENERIC MARKETING RESEARCH Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 All questions are compulsory
2. Q2 Figures on the right indicate marks
3. Q3 Calculators are allowed
4. Q1 Case study
   • a. “Learning Craft” is an e-learning application focussing on skill-based programs for youth associated with National Skill Development Corporation (NSDC). They are launching new courses, especially short-term certificate courses with internship cum job after the completion of the course. They have expansion plans targeting second-tier cities in India As a researcher suggest appropriate research design, sampling method, and research process to facilitate the expansion plan of “Learning Craft” application. (10)
   • b. A survey on the heights (in cm) of 50 boys of class FYBAMMC was conducted at a college and the following data were obtained. Find the Mean, Median, Mode and range of the above data. (5)
   • c. Driving or riding in a vehicle in India is becoming dangerous as a result of the country's growing population and rising vehicle fleet. The number of traffic accidents in India is alarmingly high, especially in Maharashtra. Design a questionnaire to understand people’s awareness of Rules of road regulation and guidelines to be followed while
   • d. “Smartphone addiction as an emerging behavioural form of addiction among teens in India”. Write a report analyzing the validity of the statement. (7)
5. Q2 Answer the following:
   • a. Discuss Observation as a primary data collection method. 8
   • b. What is pricing research and explain the measures of pricing research? 7
   • c. Discuss the various physiological testing methods used in advertising research. 8
   • d. What are measures used in post-testing? Answer the following: 7
   • a. What are the challenges faced in pre-testing in advertising research? 8
   • b. Explain the various methods of conducting product testing? 7
   • c. Describe projective techniques and its implication in research process. 8
   • d. What is copy research and explain various methods used under copy research? 7
6. Q4 Answer the following:
   • a. “Non-probability sampling is method of selecting sample on basis of subjective judgment rather than random selection”, explain the statement and types of methods used under
   • b. What is research report writing and elaborate the components included in research
   • c. What are the guidelines for formulating a good questionnaire and describe types of questions that can be incorporated in the questionnaire? (8)
   • d. What is research design and elaborate on types of research design? Short notes: - (Any three) (15) 7
   • a. Literature Review
   • b. Experimental Research
   • c. Types of Hypotheses
   • e. Primary Research
   • g. cat
7. Q2 feat
8. Q2 aT :
9. Q2 are
   • g. wat sre",
10. Q2 AMT
11. Q2 AT

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