MK0013-Marketing Research

Spring-2016
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Master of Business Administration - MBA Semester 3
MK0013-Marketing Research
(Book ID: B1711)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60
Q1. What do you mean by research? State some of its characteristics.
Answer. Meaning of Research:
Research is a systematic and intensive study undertaken to:
 Address the fundamental questions or
 Find a solution to the existing problems.
It is an art of scientific investigation. It is also a systematic design collection analysis and reporting of the
findings and solutions for the existing problems of a company. According to the Chambers 20th Century
Dictionary, research is “Systematic investigation towards increasing the sum of knowledge." According to
Q2. Write a short note on the criteria of choosing a good research design.
Answer. The criteria of a good research design are:
Feasibility: Designs should be implemented in a correct form. The duration and sequence of events should
be designed in a proper way. Problems should be anticipated in measurement, adherence to assignment
Q3. Explain comparative scales and its types.
Answer. In comparative scaling, the respondent is asked to compare one brand or product against
another. Comparative scaling techniques help in direct comparison between stimulus objects. One of the
main advantages of comparative scaling is the easy application by researcher and easy understanding by
the respondent with fewer theoretical assumptions. The different types of Comparative scales widely used
in marketing research are – Paired Comparison, Constant Sum Scale, Rank order and Q-sort as discussed
Q4. Explain various types of probability sampling techniques with suitable examples.
Answer. Classification
Q5. Analyse the steps involved in hypothesis testing.
Answer. Steps Involved in Hypothesis Testing:
1. Setting-up of hypothesis: The first step is to set up the decision making process. This involves specifying
the null hypothesis (H0) and the alternative hypothesis (H).
2. Selecting a significance level: A
Q6. Write short notes on:
a) Media planning
b) Copy testing
Answer. a) Media Planning
Media planning is quite essential in establishing the best way to disperse advertisers’ message across to
the consumer market through various media channels. In short, the main goal of the media plan is to find
such combination of media resources, which facilitate the marketer to communicate their message
effectively to the majority of potential clients or customers, at the lowest possible cost.
Spring-2016
Get solved assignments at nominal price of Rs.125 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490

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