MK0013-Marketing Research

Winter-2015
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Master of Business Administration - MBA Semester 3
MK0013-Marketing Research
(Book ID: B1711)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60
Q1. Describe the components of research proposal.
Answer. Components Research proposal
Research proposal is a document. Through this document, the decision maker and researcher enter into a
contract. This document prepared by the researcher, explains the activities to be undertaken, to get the
needed information. It also informs the decision maker, the time taken to complete the investigation and
also the cost to be incurred.
Q2. There are certain advantages and drawbacks of secondary data. Elaborate.
Answer. Advantages of Secondary Data:
Secondary data can play a substantial role in the exploratory phase of research, when the task at hand is to
define the research problem and to generate hypotheses.
It is sometimes cheaper to collect secondary data than to obtain primary data. For instance if a
government department has conducted a survey of family food expenditures, then a food manufacturer
might use this data in the organization’s evaluations of the total potential market for a new product.
Sometimes, accurate data can be yielded through secondary sources of data as compared to primary
sources.
Q3. “The questionnaire format changes depending upon the amount of structure and disguise required
during data collection”. Comment
Answer. Explanation of questionnaire format:
The questionnaire format changes depending upon the amount of structure and disguise required during
data collection.
On the basis of structure and disguise, questionnaires can be roughly classified into four broad categories:
 Structured, disguised questionnaire: In this type of questionnaire, the questions are listed in a prearranged order. The respondents are not told about the purpose of collecting information.
 Structured, non-disguised questionnaire: Here also questions are listed in a pre-arranged order but
the respondents are told about the purpose of conducting survey. These are frequently used,
Q4. Explain non-comparative scales and its types.
Answer. Explanation of the meaning:
Non-comparative scaling is referred as monadic scaling i.e. only one object is evaluated at a time and no
comparison is made with another object. This is the more widely used type of scale in commercial
marketing research studies. Non-comparative scaling techniques involve continuous as well as itemized
rating scales.
Q5. Explain the process of data preparation in detail.
Answer. Process of data preparation
After collecting the data, next step of researcher is to give attention on data preparation. Once the final
data has been collected, researcher can initiate the process of data preparation instantly. The steps are as
given in
Q6. Write short notes on:
a) Copy testing
b) Sales Analysis
Answer. a) Copy testing
Copy testing decreases the chances of risk on brand or company image by an ineffective advertisement.
Copy testing is generally carried out on a large scale as a quantitative research study in which the target
audience is shown the advertising. The advertisers use copy testing as a technique to check the
effectiveness of an ad after its production. Copy testing is of different types but all types have three
identical elements as given below:
• The target audience i.e. a group of people which is chosen and a series of questions are asked to them
Winter-2015
Get solved assignments at nominal price of Rs.125 each.
Mail us at: [email protected] or contact at
09882243490

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