MK0013 –Marketing Research

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Master of Business Administration- MBA Semester 3

MK0013 –Marketing Research - 4 Credits

(Book ID: B 1223)

Assignment Set -1 (60 marks)

Note: Assignment Set -1 must be written within 6-8 pages. Answer all questions.

Q1.Explain the marketing audit in detail.                                                       10 marks(350-400 words)

Answer :  What is a Marketing Audit?

The marketing audit is basically a structured analysis and review of your current marketing activities carried out through an examination of

Q2.Describe consumer research process in detail.                                            10 marks(350-400 words)

Answer :  Companies conduct marketing research with consumers to better understand their needs and determine customer satisfaction levels. Consumer research is particularly crucial when a company decides to market a new product. The company must determine the potential success of the product by asking consumers for

Q3.What do you mean by data collection? Also explain the various types of data collection techniques.                                                                                               10 marks(350-400 words)

Answer : Essentially, collecting data means putting your design for collecting information into operation.  You’ve decided how you’re going to get information – whether by direct observation, interviews, surveys, experiments and testing, or other methods – and now you and/or other observers have to implement your plan.  There’s a bit more to collecting data, however. 

Q4.What do you mean by Marketing Decision Support System(MDSS)? Also explain the various components of MDSS.                                                                            10 marks(350-400 words)

Answer : Marketing decision support system (MDSS)

A system used to manipulate a collection of data to interpret and explore potential business scenarios in order to make

Q5.Write a short notes on:

A. Projective techniques of qualitative research

Answer : Qualitative marketing research is a set of research techniques, used in marketing and the social sciences, in which data is obtained from a relatively small group of respondents and not analyzed with inferential statistics. This differentiates it from quantitative analyzed for statistical significance.

B. Latest techniques of qualitative research                        5 + 5 = 10 Marks(200 - 250 words each)

Answer : The main methods employed in qualitative research are observation, interviews, and documentary analysis

Observation

In seeking to explore the natural scene, the qualitative researcher aims to be as unobtrusive as possible, so that neither research presence nor methods disturb the situation. This is why participant observation is one of the favoured approaches. Here, the researcher adopts a recognised role within the institution or group. Researchers

Q6.Explain the methodology of primary data collection.                            10 marks(350-400 words)

Answer : Primary data are always collected from the source. It is collected either by the investigator himself or through his agents. There are different methods of collecting primary data. Each method has its relative merits and demerits. The investigator has to choose a particular method to collect the information. The choice to a large extent depends on the preliminaries to data collection some of the commonly used methods are discussed below.

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