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ASSIGNMENT
DRIVE
|
FALL 2017
|
PROGRAM
|
MBADS (SEM 3) MBAFLEX/ MBA
|
SEMESTER
|
(SEM 3)
|
SUBJECT CODE & NAME
|
MKT304-Marketing Research
|
BK ID
|
B 1711
|
CREDITS
|
4
|
MARKS
|
30
|
Note: Answer all questions. Kindly note
that answers for 10 marks questions should be approximately of 400 words. Each
question is followed by evaluation scheme.
SET I
Question.
1. What do you mean by research? State some of its characteristics.
Answer: Research comprises
"creative work undertaken on a systematic basis in order to increase the
stock of knowledge, including knowledge of humans, culture and society, and the
use of this stock of knowledge to devise new applications." It is used to
establish or confirm facts, reaffirm the results of previous work, solve new or
existing problems, support theorems, or develop new theories. A research
project may also be an expansion on past
Question.
2. Write a short note on the criteria of choosing a good research design.
Answer: So, you have an idea of what
you want to research, which is one of the first and biggest hurdles to get
over. Now, we have to figure out how to research what you have thought up,
which is a different kind of difficult. This lesson will explore the decision
process on how to decide the research design. How a person researches
something, as in the step-by-step process of it, is called the research
methods. A methodology includes procedures, materials, and other details that
will be used in the experiment.
You
can think of the research methods like a
Question.
3. Explain comparative scales and its types.
Answer: : In the social sciences, scaling is the process
of measuring or ordering entities with respect to quantitative attributes or
traits. For example, a scaling technique might involve estimating individuals'
levels of extraversion, or the perceived quality of products. Certain methods
of scaling permit estimation of magnitudes on a continuum, while other methods
provide only for relative ordering of the entities.
Comparative scaling techniques
· Pairwise comparison scale – a
respondent is presented with two items at a time and asked to select one
(example : Do you prefer Pepsi or Coke?). This is an ordinal level technique
when a measurement model is not applied. Krus and Kennedy (1977) elaborated the
paired comparison scaling within their domain-referenced model. The
Bradley–Terry–Luce (BTL) model (Bradley and Terry, 1952; Luce, 1959) can be
applied in order to derive measurements provided the data derived
·
SET II
Question.
1. Explain various types of probability sampling techniques with suitable
examples.
Answer: Probability samples that rely
on random processes require more work than non-random ones. A researcher must identify specific sampling
elements (e.g. persons) to include in the sample. For example, if conducting a telephone
survey, the researcher needs to try to reach the specific sampled person, by
calling back several times, to get an accurate sample. Random samples are most
likely to yield a sample that truly represents the population. In addition,
random sampling lets a researcher statistically calculate the relationship
between
Question.
2. Analyse the steps involved in hypothesis testing.
Answer: A hypothesis test is a statistical test that is used to
determine whether there is enough evidence in a sample of data to infer that a
certain condition is true for the entire population.
A hypothesis test examines two
opposing hypotheses about a population: the null hypothesis and the alternative
hypothesis. The null hypothesis is the statement being tested. Usually the null
hypothesis is a statement of "no effect" or "no difference".
The alternative hypothesis is the statement you want to be able to conclude is
true.
Question.
3. Write short notes on:
a)
Media planning
Answer: Media planning is generally
outsourced to a media agency and entails sourcing and selecting optimal media
platforms for a client's brand or product to use. The job of media planning is
to determine the best combination of media to achieve the marketing campaign
objectives.
In
the process of planning, the media planner needs to answer questions such as:
·
How many of the audience can be reached through
Dear students get fully solved
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
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