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DRIVE
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SPRING 2014
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PROGRAM
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MBADS (SEM 3/SEM 5)
MBAFLEX/ MBAN2 (SEM 3)
PGDMMN (SEM 1)
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SUBJECT CODE & NAME
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MK0013- MARKETING RESEARCH
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BK ID
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B1711
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CREDIT & MARKS
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4 Credits, 60 marks
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ASSIGNMENT
1
Explain the various types of Consumer and Business to Business (B2B) market research.
Answer:-Types
of Consumer market research
Purpose Advertising and promotion research
To
gauge customer responses to the promotional measures undertaken by the company
as well as the effectiveness of each measure.
Customer satisfaction studies
To
determine the level of customer satisfaction with the quality of your product
and the way you sell it and deal with your customers.
2 Measurement can be defined as assigning
symbols or numbers to characteristics of objects. Scaling may be considered an
extension of measurement. It helps an investigator to quantify the variables
and assigning ranks to the items or subjects selected. Discuss the four primary
scales of Measurement.
Answer:-Definition
of Primary scales of Measurement
A primary scale of measurement is defined as
assignment of numbers to theobjects, items, or events as per guidelines or
rules or parameters. There arefour primary scales of measurement as given
below:
1.
Nominal scale
2.
Ordinal scale
3.
Interval scale
4.
Ratio scale
Each of these scales of measurement provides
specific scaling properties(assignment, order, distance and origin). Let’s
discuss each one of them.
Explanation
of Four scales of measurement
1.
Nominal scale
In this type of scaling, symbols and labels
are used to mark things. Thepurpose of marking numbers, symbols, labels etc. is
not to establish anorder but it is to simply put labels in order to identify
events and count theobjects and subjects. This measurement scale helps in
classifying individuals, companies, products, brands or other entities into
categorieswhere there is no implication of order. It is referred to as a
categorical scale.
It can be used for measuring central tendency-
mode. However, for testingsignificance, Chi-square test is used frequently.
Example: Which of the following food items do you purchase at least onceper
month? (Please tick)
4. Toothpaste
Characteristics
·
It has no
arithmetic origin.
·
It shows no order
or distance relationship.
·
It distinguishes
things by putting them into various groups.
Use: This scale is generally used in
conducting surveys and ex-post-factoresearch.
2.
Ordinal scale
This scale is used to arrange things in order.
In qualitative researches, rank ordering is used to rank characteristics units
from the highest to the lowest.
Characteristics
·
The ordinal scale
ranks the things from the highest to the lowest.
·
Such scales are
not expressed in absolute terms.
·
The difference
between adjacent ranks is not equal always.
·
For measuring
central tendency, median is used.
·
For measuring
dispersion, percentile or quartile is used.
Along with the continuum of the
characteristics which are to be scaled, itinvolves the ranking of individuals,
attitudes or items.
Example: If a researcher asks consumers to
rank 5 brands of soaps inorder of preference he/she might obtain responses as
shown intable 6.1.
Table
6.1: Ordinal ScaleBrand Order of
preference
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A
2
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B
5
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C
3
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D
1
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E 4
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From the above information, researcher can get
to know which brand ispreferred or the order of preference but not how much
more one brandis preferred to another. All the information which a nominal
scale cangive could be given by ordinal scale. Along with this median, quartile
andpercentile can also be determined. It is possible to test for
ordercorrelation with ranked data.
3.
Interval scale
This scale uses the principle of
"equality of interval" i.e., the intervals areused as the basis for
making the units equal, assuming that intervals areequal.
Researchers can justify the use of the
arithmetic mean as the measure ofaverage only with an interval scaled data. It
is possible to interpret the orderof scale scores and also the distance between
them as the interval orcardinal scale has equal units of measurement. The zero
point on an interval scale is arbitrary and is not a true zero. It is possible
to add orsubtract a constant to all of the scale values without affecting the
form of thescale but one cannot multiply or divide the values.Interval scales
may be either numeric or semantic.
Example-(Numerical Scale): Please indicate
your views on Kashmiriapples by scoring them on a scale of 5 down to 1 (Let 5 =
Excellent;1 = Poor) on each of the criteria listed:Circle the appropriate score
on each line in table 6.2.
Characteristics
·
Interval scales
have no absolute zero. It is set arbitrarily.
·
For measuring
central tendency, mean is used.
·
For measuring
dispersion, standard deviation is used.
·
For test of
significance, t-test and f-test are used.
·
Scale is based on
the equality of intervals.
Use: Most of the common statistical methods of
analysis require onlyinterval scales.
4.
Ratio Scale
These scales are used to measure actual
variables. Ratio scale is thehighest level of measurement. Ratio scales permit
the researcher tocompare both differences in scores and in the relative magnitude
of scores.For instance, the difference between 5 and 10 minutes is the same as
thatbetween 10 and 15 minutes, and 10 minutes is twice as long as 5
minutes.Given that sociological and management research seldom aspires
beyondthe interval level of measurement, it is not proposed that particular
attention be given to this level of analysis. It is sufficient to say that
virtually allstatistical operations can be performed on ratio scales. A ratio
scale isshown in figure 6.2.
Characteristics
·
This scale has an
absolute zero measurement.
·
It is used for
measuring central tendency, geometric and harmonicmeans.
Use: Ratio scale can be used in all statistical techniques
3
Explain the process of sampling and classification of non-probability sampling
techniques.
Answer:-Definition
of sampling
Sampling is the process of selecting a
suitable sample, or a representativepart of a population for the purpose of
determining characteristics of thewhole population. The main aim of sampling is
to draw inferences aboutpopulations from samples, rather than a complete
enumeration (a census) of the population. To study a portion rather than the
4
In today’s business scenario, the major aim of managers is to understand the
stimuli or attitude which results in a specific set of reactions and they are
responsible to measure and interpret before it occurs. Attitude measurement
scales help managers in understanding consumer’s attitudes, beliefs,
preferences etc. These scaling techniques are of two types: one is comparative
scaling and another one is non-comparative scaling. Discuss the types of
non-comparative scaling which is used widely in commercial marketing research
studies with suitable examples .
Answer:-Explanation
of Non-comparative scaling
Non-comparative scaling is referred as monadic
scaling i.e. only one objectis evaluated at a time and no comparison is made
with another object. Thisis the more widely used type of scale in commercial
marketing researchstudies. Non-comparative scaling techniques involve
continuous as well asitemised rating scales.
Types
of non-comparative scaling
1)
Continuous rating scale :By placing a mark at the appropriate position on a continuous
line, therespondents are asked to give a rating. The scale can be written on
cardand shown to the respondent during the interview. Two
5 A survey or Research is a term which means
analyzing the latest trends and collecting the related facts and figures for a
particular research. Online marketing research is used by the companies to
evaluate their sales performance. Discuss the types of Online marketing
research.
Answer:-Definition
of Online Marketing research
A survey or research is a term which means
analysing the latest trends andcollecting the related facts and figures for a
particular research. Onlinemarketing research is the process by which companies
use the Internet togather data to evaluate how well a product or service is
selling toconsumers.
Types
of Online marketing research
·
Online survey
Dear
students get fully solved assignments
Send
your semester & Specialization name to our mail id :
“
help.mbaassignments@gmail.com ”
or
Call
us at : 08263069601
(Prefer
mailing. Call in emergency )
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