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DRIVESPRING
2014
PROGRAM-MBADS
(SEM 3/SEM 5) MBAFLEX/ MBAN2 (SEM 3) PGDMMN (SEM 1)
SUBJECT
CODE & NAME-MK0013- MARKETING RESEARCH
BK
ID-B1711
CREDIT
& MARKS-4 Credits, 60 marks
Q1.
Explain the various types of Consumer and Business to Business (B2B) market
research.
(Types
of Consumer market research, Types of Business-Business market research)6, 4
Answer.
Types
of Consumer market research
There are several different types
of consumer market research as shown in table:
Q2.
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.
(Definition
of Primary scales of Measurement, Explanation of Four scales of measurement)1, 9
Answer.
Primary
scales of Measurement
A primary scale of measurement is
defined as assignment of numbers to the objects, items, or events as per
Q3.
Explain the process of sampling and classification of non-probability sampling
techniques.
(Definition
of sampling, Process of Sampling techniques, Classification of Non-Probability
sampling techniques) 1, 5, 4
Answer.
Sampling
Sampling is the process of
selecting a suitable sample, or a representative part of a population for the
purpose of determining characteristics of the whole population.
Q4.
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.
(Explanation
of Non-comparative scaling, Types of non-comparative scaling)2, 8
Answer.
Non-comparative
scaling
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 itemised rating scales.
Types
of non-comparative scaling
Q5.
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.
(Definition
of Online Marketing research, Types of Online marketing research)2, 8
Answer.
Online
Marketing research
A survey or research is a term
which means analysing the latest trends and collecting the related facts and
figures for a particular research. Online marketing research is the process by
which companies use the Internet to gather
Q6.
Write a short notes on:
A.
Various types of Research(any five)
B.
Characteristics of Research
(Various
types of Research (any five), Characteristics of Research)5,5
Answer.
A.
Various types of Research
Following are the main types of
research:
·
Theoretical/Fundamental/Pure
research
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