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DRIVE-
WINTER 2014
PROGRAM/SEMESTER-
MBADS (SEM 3/SEM 5) MBAFLEX/ MBAN2 (SEM 3) PGDMMN (SEM 1)
SUBJECT
CODE & NAME -MK0013-Marketing Research
Q1. Explain Cross sectional Research Design, its advantages and
disadvantages.
(Meaning-2, Advantages-4,
Disadvantages-4) 10 marks
Answer.
Cross sectional Research
A
cross-sectional study, a type of descriptive, observational study, involves
measuring different variables in the population of interest at a single point
in time. This simultaneous data gathering is often thought of as a snapshot of
conditions present at that instant. Its most important application lies
Q2. What are the various fundamental properties
of scales of measurement? Explain with an example each.
(Explanation-2, Examples-8)
10 marks
Answer.
Scales of Measurement:
Fundamental Properties
According to
mathematical theory, a researcher can use four scaling properties in developing
scales: assignment, order, distance and origin as shown in figure.
Q3. Describe the steps involved in Hypothesis
Testing.
(Explanation of
the steps)10 marks
Answer.
Steps involved in Hypothesis Testing
A hypothesis
should be expressed clearly employing appropriate terminology; should be
testable and limited in scope. various steps involved in hypothesis testing, which
are explained below.
1.
Setting-up of hypothesis: The first step
is to set up the decision making process. This involves specifying the null
Q4. Explain Pearson Product Moment Correlation
with the help of an example.
(Explanation-7, Example-3)
10 marks
Answer.
Pearson Product Moment Correlation
Pearson
Correlation Coefficient is named after Karl Pearson who developed this
correlational method to do agricultural research. It is used to measure
correlation. The symbol for the correlation coefficient is lower case r, and it
is
Q5. Explain Business to Business Market Research
and types of market research undertaken in B2B research.
(Meaning-4, Types-6)
10 marks
Answer.
Business Market Research
B2B research
involves the investigation of any market where the targets to be examined are
another business entity or employees of a business entity.B2B market research
is a more complex process than B2C. It is very
Q6. Write short notes on:
a) Copy testing
b) Sales Analysis
(Meaning with
example-5, Meaning and Benefits-5) 10 marks
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
Get fully solved assignment. Buy online from website
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125/subject and rs 700/semester only.
if urgent then call us
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