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FALL-2017

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Master of Business Administration - MBA Semester 3

MK0013-Marketing Research

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.

Definition

Characteristics

Answer. Meaning of Research

Research in simplified terms means searching for the facts searching for the replies to the various queries
and also for the solutions to the various problems. Research is an inquiry or an investigation with a specific
purpose to fulfill, it helps in clearing the various doubtful concepts and tries to solve or explain the various
unexplained procedures.

Q2. Write a short note on the criteria of choosing a good research design.

Explanation (2 marks for each criterion)

Answer. The criteria of a good research design are:

Every research study, irrespective of its type, should meet some criterions so that it can be classified as
good research. Let us discuss some of these criterions.

1. One of the important characteristics of a good research is that the purpose of the research is clearly
defined. A research study with clearly defined purpose finds a wider acceptance and acknowledgement
within the research community.

2. Second important characteristic of a good research is that the research method should be defined in a
clear manner with sufficient detail. This will allow the repetition of the study in future for further
advancement, while maintaining the continuity of what has been done in the past.
Q3. Explain comparative scales and its types.

Explanation of the meaning

Explanation of types

Answer. Scaling emerged from the social sciences in an attempt to measure or order attributes with
respect to quantitative attributes or traits. Scaling provides a mechanism for measuring abstract concepts.
A comparative scale is an ordinal or rank order scale that can also be referred to as a non-metric scale.
Respondents evaluate two or more objects at one time and objects are directly compared with one
another as part of the measuring process. For example you could ask someone if they prefer listening to
MP3s through a Zune or an iPod. You could take it a step further and add some other MP3 player brands to
the comparison. MP3 players would be scaled relative to each other and the scale position of any one
player would depend on the scale position of the remaining players. Because they are being compared
differences such as who has the click wheel are effectively forced. Where this is limiting is evident when
you find no standard of comparison outside the objects being compared. No generalizations are made
outside of these objects. Often used when physical characteristics of objects are being compared.

FALL-2017
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SET 2

Q1. Explain various types of probability sampling techniques with suitable examples.

Explanation

Answer. Classification of Probability Sampling Techniques

Sampling takes on two forms in statistics: probability sampling and non-probability sampling:

• Probability sampling uses random sampling techniques to create a sample.

• Non-probability sampling techniques use non-random processes like researcher judgment or


convenience sampling.
Q2. Analyze the steps involved in hypothesis testing.

Answer. Steps Involved in Hypothesis Testing

We define hypothesis test as the formal procedures that statisticians use to test whether a hypothesis can
be accepted or not. A hypothesizes an assumption about something. For example, a hypothesis about
family pets could be something like the average number of dogs per American household is two.

Step One: Hypothesis

The first step is that of writing the hypothesis. You actually have two hypotheses to write. One is called the
null hypothesis. This is the hypothesis based on chance. Think of this as the hypothesis that states how you
would expect things to work without any external factors to change it. The other hypothesis is called the
alternative hypothesis. This is the hypothesis that shows a change from the null hypothesis that is caused
by something.

In hypothesis testing, we just test to see if our data fits our alternative hypothesis or if it fits the null
hypothesis. We don't worry about what is causing our data to shift from the null hypothesis if it does. Keep
in mind, when writing your null hypothesis and alternative hypothesis, they must be written in such a way
so that if the null hypothesis is false, then the alternative hypothesis is true and vice versa.

Q3. Write short notes on:

a) Media planning

b) Copy Testing

Answer: Media Planning

FALL-2017
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