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Summer 2013
Master of Business Administration- MBA Semester 3
MK0013 –Marketing Research
Q1. Write a short notes on:
A. Various types of Research(any five)
(Types – 5 marks)
Answer : Various types of Research :
1. Quantitative research :
Quantitative
research is generally associated with the positivist/post positivist paradigm. It
usually involves collecting and converting data into numerical form so that
statistical calculations can be made and conclusions drawn.
2. Qualitative research :
Qualitative
research is the approach usually associated with the social constructivist
paradigm which emphasizes the socially constructed nature of reality. It is
about
B. Characteristics of Research (characteristics- 5
marks)
5+5 = 10 marks
Answer : Characteristics of Research :
1. Reliability :
It is a
subjective term which can not be measured precisely but today there are
instruments which can estimate the reliability of any research. Reliability is
the repeatability of any research, research instrument, tool or procedure.
Q2. Explain the process of sampling and classification
of non-probability sampling techniques.
(Definition of
sampling- 1 mark; process of sampling - 5 marks; classification of non
probability sampling- 4 marks)
Answer : Definition of sampling :
A process using
a segment (sample) of a population to represent the entire population’s
activities, attitudes, opinions, and interests and the results from the sample
study can be inferred upon the population.
Process of sampling :
In most surveys,
access to the entire population is near on impossible, however, the results
from a survey with a carefully selected sample will reflect
Q3. Discuss the types of Research Design in brief.
(Definition of Research Design- 2 marks; Types – 8
marks) 10 marks
Answer : Definition of Research Design :
A research
design encompasses the methodology and procedures employed to conduct
scientific research. The design of a study defines the study type (descriptive,
correlation, semi-experimental, experimental, review, meta-analytic) and
sub-type (e.g., descriptive-longitudinal case study), research question,
hypotheses, independent and dependent variables, experimental design, and, if
applicable, data collection methods and a statistical analysis plan.
Q4. Explain the various types of Consumer and Business
to Business (B2B) market research.
(Types of Consumer market research- 6 marks; Types of
B2B market research- 4 marks) 10 marks
Answer : Types
of Consumer market research :
There are two
basic types of consumer/market research;
1. primary research
2. secondary
research
1. Primary research :
Quantitative and
qualitative are the two types of primary data.
Quantitative research gives you hard numbers…it’s a
scientifically-conducted survey that gives you
Q5. Explain the various methods used to collect
primary data in brief.
(Definition of
Primary data- 2; methods – 8 marks) 10 marks
Answer : Definition of primary data :
Primary data is
a type of information that is obtained directly from first-hand sources by
means of surveys, observation or experimentation. It is data that has not been
previously published and is derived from a new or original research study and
collected at the source such as in marketing. Primary data is the raw
information before the processing is done. It mainly consists of numerical
collections of raw information to be analyzed and evaluated. The term primary
data may sometimes
Q6. Explain various methods of central tendency with
formula and example for each.
Mean (formula – 1 mark, example- 1 mark), Median
(formula – 1 mark, example- 1 mark), Mode (formula – 1 mark, example- 1 mark)
Answer :
Methods of central tendency :
1. Mean, or Average :
The most common
measure of central tendency is the mean or average, which we calculate by
adding all the values in our data set and then dividing this result by the
number of observations. The mathematical formula for the mean differs slightly
depending on whether you’re referring to the sample mean or the population
mean. The formula for the sample mean is as follows:
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