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ASSIGNMENT
Course Code :
MS - 66
Course Title :
Marketing
Research
Assignment Code : MS-66/TMA/SEM - II/2015
Coverage :
All Blocks
Note : Attempt all the questions and submit
this assignment on or before 31st October, 2015 to the coordinator of your
study centre.
Q. 1. a) What is Marketing Research? When and
why firms undertake marketing research. Illustrate with suitable example.
Answer:Marketing research is "the process or set
of processes that links the consumers, customers, and end users to the marketer
through information — information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve understanding of marketing as a
process. Marketing research specifies the information required to address these
issues, designs the method for collecting information, manages and implements
the data collection process, analyzes the results, and communicates the findings
and their implications."
It is the systematic gathering, recording, and
analysis
b) Explain the basis of classification of
various types of research design available to the marketer.
Answer:The word ‘design’ has various meanings. But, in
relation to the subject concern, it is a pattern or an outline of research
project’s workings. It is the statement of essential elements of a study that
provides basic guidelines of conducting the project. It is same as the blue
print of architect’s work.
The research design is similar to broad plan or
model that states how the entire research project would be conducted. It is
desirable that it must be
Q. 2. a) Distinguish Data firm Information.
What are the different types of data needed in conducting Marketing Research
Project? Briefly discuss their merits and limitations.
Answer:When discussing data quality, we need to
understand exactly what we mean by the word data. Often, the words information
and data are used interchangeably, yet they are not the same thing.
Data is, or are (depending on your knowledge of
Latin), fundamental to business intelligence. But how do we recognise data as
data – and why is bad data such a pernicious entity?
There’s a really simple way to understand the
difference between data and information. When we understand the primary
function of the item we are
b) Explain the importance of Questionnaire in a
Marketing Research project. Describe in detail the format and steps involved in
designing a questionnaire for a leading private sector bank to ascertain the
customer perception of the services being offered by the bank.
Answer:The questionnaire is a structured technique for
collecting primary data in a marketing survey. It is a series of written or
verbal questions for which the respondent provides answers. A well-designed
questionnaire motivates the respondent to provide complete and accurate
information.
The survey questionnaire should not be viewed
as a stand-alone tool. Along with the questionnaire there is field work,
rewards for the respondents, and communication aids, all of which are important
components of the questionnaire process.
Q. 3. a) What are the various types of scales
used in Marketing Research to measure the attitude of different respondent
towards a product / service explain them briefly.
Answer:Attitudes are individual mental processes which
determine both the actual and potential response of each person in a social
world. An attitude is always directed toward some object and therefore,
attitude is the state of mind of the individual toward a value.
(i) Area of Application of Attitude Measurement:
An increased attention is being paid to the
b) Distinguish between qualitative research
from quantitative research and highlight the major differences with suitable
examples.
Answer:In the world of research, there are two general
approaches to gathering and reporting information: qualitative and quantitative
approaches. The qualitative approach to research is focused on understanding a
phenomenon from a closer perspective. The quantitative approach tends to
approximate phenomena from a larger number of individuals using survey methods.
In this research corner, I describe methods that are
Q. 4. a) What is the significance of Data
Processing in an Marketing Research Project? Discuss the various components or
elements which are involved in data processing task and highlight their
importance in the final analysis.
Answer:The data analysis stage in a market research
project is the stage when qualitative data, quantitative data or a mixture of
both, is brought together and scrutinised in order to draw conclusions based on
the data. These conclusions then provide the key insights for the research
project and any associated reports or presentations.
The aim of data analysis in research is to
discover useful information from a set of data, and conclusions that can be
used to form insights
b) What is cluster analysis? Discuss the
possible application areas by taking any two examples of your
choice.
Answer:Cluster analysis or clustering is the task of
grouping a set of objects in such a way that objects in the same group (called
a cluster) are more similar (in some sense or another) to each other than to
those in other groups (clusters). It is a main task of exploratory data mining,
and a common technique for statistical data analysis, used in many fields,
including machine learning, pattern recognition, image analysis, information
retrieval, and bioinformatics.
Cluster analysis itself is not one specific
algorithm,
Dear
students get fully solved assignments
Send
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