MK0013-Marketing Research

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ASSIGNMENT

DRIVE	WINTER 2015
PROGRAM	MBADS (SEM 3/SEM 5) MBAFLEX/ MBA (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE & NAME	MK0013-Marketing Research
BK ID	B1711
CREDITS	4
MARKS	60

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.

Q. 1Describe the components of research proposal.

Explanation

Answer: Writing a proposal is like doing other types of writing. Writing is a process. It begins with brainstorming ideas. It proceeds through a sequence of drafts, with feedback being provided by oneself and others. The final draft is cleaned up ("polished") for publication. Process writing takes considerable time and effort. When writing a proposal, be sure to allow yourself the needed time. Chapter 9 includes a section discussing the desktop publication of proposals.

Before you start writing a proposal, make sure you have a relatively clear understanding of the overall mission or purpose of the project and the goals you want to accomplish. The mission or purpose is a lofty, high-level, overarching motive for a project. A simple, short, clear statement of the overall mission or purpose is highly desi

Q. 2 There are certain advantages and drawbacks of secondary data. Elaborate.

Explanation of advantages of secondary data

Explanation of drawbacks of secondary data

Answer:Secondary data is information that has already been collected for a purpose other than your current research project but has some relevance and utility for your research. Sources. You can break the sources of secondary data into internal sources and external sources.

Explanation of advantages of secondary data

·         Access to inaccessible subjects: One of the basic advantages of content analysis is that it allowsresearch on subjects to which the researcher does not have physical access.

·         Non-reactivity: Document study shares with certain types of observations (e.g., indirect observatio

Q. 3 “The questionnaire format changes depending upon the amount of structure and disguise required during data collection”. Comment

Explanation of questionnaire format

Explanation of question composition

Answer: Questionnaire is a list of a research or survey questions asked to respondents, and designed to extract specific information. It serves four basic purposes: to

(1) collect the appropriate data,

(2) make data comparable and amenable to

Q. 4 Explain non comparative scales and its types

Explanation of the meaning

Explanation of types

Answer: Non-comparative scaling techniques is a set of scaling methods in which each item is scaled independently of each of the others. There are various types of noncomparative scaling techniques such as the graphic rating scale, Likert scale, semantic differential scale, and Stapel scale. In addition to the type of scale, researchers must make decisions regarding the number of scale categories (odd or even), whether to use verbal descriptors along with numbered response categories, balanced versus unbalanced scales, and forced or nonforced responses. Noncomparative scale is considered to be a monadic scale because only one object is evaluated at a time; generally considered to be ratio or interval scales.

Types of Non comparative scales

NC scales--continuous rating scales:

1. Allows the respondent topace a mark at any point along a line running between two extremem points rather tha

Q. 5 Explain the process of data preparation in detail.

Explanation

Answer: We researchers spend a lot of time interviewing our clients to determine their needs. Then we go about carefully creating a plan to collect the data that will be most useful. Having done that, the appropriate instrument is carefully crafted that will generate data that can ultimately be transformed into knowledge. All this up-front work necessitates and lot of time and effort. And well it should! But sooner or later we will have collected data and need to start the grunt work of data preparation.

Q. 6 Write short notes on:

a) Copy testing

b) Sales Analysis

Answer: a) Copy testing

Copy testing is more accurately a technique used as part of 'marketing research'. It is the analysis of an advert, often a TV ad (though print, radio and the internet as equally acceptable uses), prior to it being aired. This form of pre-testing will indicate whether an advert carries a strong enough message to be deemed useable by the company, and if not, where the ad's effectiveness can be increased via editing. This technique may also be used to shorten ads, or to pull out the best still frame for use in a combined advertising campaign.

b) Sales Analysis

Sales analysis examines sales reports to see what goods and services have and have not sold well. The analysis is used to determine how to stock inventory, how to measure the effectiveness of a sales force, how to set manufacturing capacity and to see how the company is performing against its goals.

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

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Call us at : 08263069601

(Prefer mailing. Call in emergency )