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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 Qsort 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