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IGNOU MMPM-06 (January 2026 – July 2026) Assignment Questions
1. What is the difference between a marketing information system and marketing research? Justify the need for marketing research.
2. Distinguish between exploratory and descriptive research design. Explain the various extraneous variables that, if not controlled in an experiment, may contaminate the effect of the
independent variable.
3. What do you understand by the term “correlation”? Explain how the study of the correlation coefficient helps in understanding the relationship between variables under consideration.
4. What do you mean by “big data”? Explain the types of big data & the characteristics of big data with an example.
5. Write short notes on following:
a. Multidimensional Scaling
b. Cluster Analysis
c. Discriminant analysis
IGNOU MMPM-06 (January 2025 – July 2025) Assignment Questions
1. Discuss the role of new technologies in marketing research.
2. Discuss the main sources of primary and secondary data used in marketing research.
3. Data about a firm’s advertising expenditure and the corresponding sales figure over a period of five months are given in the following table.
Month 1 2 3 4 5
Advertising Expenditure (Thousand Rupees) 8 9 8 9 10
Sales (Thousand Rupees) 12 13 14 15 16
Estimate the linear regression of sales on the advertising expenditure and Hypothesis Testing interpret the results
4. What are the areas of application of big data in marketing research? Discuss.
5. Write short notes on following:
a) importance of research design
b) Conjoint analysis
c) Logistic Regression analysis
