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DRIVE: SUMMER 2014
PROGRAM: MBADS (SEM
3/SEM 5)MBAFLEX/ MBA (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE &
NAME: MK0013-Marketing Research
BK ID: B1711
CREDIT & MARKS: 4
Credits, 60 marks
Q.1:Describe the
components of research proposal.
(Explanation-
10 marks)
Ans:
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
Q.2:There are certain
advantages and drawbacks of secondary data. Elaborate.
(Explanation
of advantages of secondary data- 5 marks, Explanation of drawbacks of secondary
data- 5 marks) 10 marks
Ans:
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 togenerate hypotheses.
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Q.3:“The questionnaire
format changes depending upon the amount of structure and disguise required
during data collection”. Comment
(Explanation
of questionnaire format- 5 marks, Explanation of question composition- 5 marks)
10 marks
Ans:
Explanation of
questionnaire format:
The
questionnaire format changes depending upon the amount of structure and
disguise required during data collection.
On
Q.4. Explain
non-comparative scales and its types
(Explanation
of the meaning- 5 marks, Explanation of types- 5 marks) 10 marks
Ans:
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.
Q.5. Explain the
process of data preparation in detail.
(Explanation-
10 marks)
Ans:
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
Q6. Write short notes
on:
a) Copy testing
b) Sales Analysis
(Meaning with
example-5, Meaning and Benefits-5) 10 marks
Ans:
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
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