MMPM-006 · June 2026 · English
IGNOU MMPM-006 June 2026 Previous Year Question Paper
MARKETING RESEARCH
Structured previous year question paper for MMPM-006, June 2026 session.
Max marks: 100 · Questions: 5 · Sections: 3
Verified: 11 Sept 2026
MASTER OF BUSINESS
ADMINISTRATION
(MBA)
Term-End Examination
June, 2026
MMPM-006 : MARKETING RESEARCH
Time : 3 Hours Maximum Marks : 100
Weightage : 70%
Note :
(i) Attempt any three questions from
Section A.
(ii) Section B is compulsory.
(iii) All questions carry equal marks.
Section—A
Q1.(a) How is a research problem identified and formulated ? Explain its significance in the overall research process. [ 2 ] MMPM–006
(b) Compare and contrast qualitative and quantitative research methods in the context of marketing decision making. Give suitable examples.
Q2.(a) Discuss the challenges in collecting primary data. How can researchers address these challenges to ensure data quality ?
(b) Explain the importance of sampling in marketing research. How are probability and non -probability sampling methods different and what are their implications for the research outcomes ?
Q3.(a) Explain various types of statistical tools used for analyzing marketing research data ? Support your answer with suitable examples. [ 3 ] MMPM–006
(b) What are the ethical considerati ons that a marketing researcher should keep in mind while conducting online research, especially with regard to data privacy and consent ?
Q4.Write short notes on any three of the following :
(a) Role of marketing research agency
(b) Exploratory versus Descriptive Research Designs
(c) Sampling techniques in marketing research
(d) Criteria for evaluating secondary data
(e) Correlation versus regression analysis
Section—B
Q5.A retail chain has collected detailed consumer data that include demographics, purchase history and online purchase behaviour. It wishes to carry out segmentation of their customer base to develop effective marketing strategies. [ 4 ] MMPM–006
(a) Which multivariate analysis techniques would you suggest for the customer segmentation process in this case and why ?
(b) How can the insights from the analysis used by the company to develop effective marketing strategies. Provide examples.