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DRIVE Spring 2016
PROGRAM MBADS (SEM 3/SEM 5)
MBAFLEX/ MBA (SEM 3)
SUBJECT CODE &
NAME
MK0013-Marketing Research
1
What do you mean by research? State some of its characteristics.
Definition
Characteristics
Answer: Meaning of
Research
Research
is a systematic and intensive study undertaken to:
·
Address the fundamental questions or
·
Find a solution to the existing
problems.
It is
an art of scientific investigation. It is also a systematic design collection analysis
and reporting of the findings and solutions for the existing problems of a
company. According to the Chambers 20th Century Dictionary, research is “Systematic
investigation towards
2
Write a short note on the criteria of choosing a good research design.
Explanation (2
marks for each criteria)
Answer: The criteria of a good research design
are:
·
Feasibility: Designs
should be implemented in a correct form. The duration and sequence of events
should be designed in a proper way. Problems should be anticipated in
measurement, adherence to assignment and database construction.
3
Explain comparative scales and its types.
Explanation of
the meaning
Explanation of
types
Answer: In comparative
scaling, the respondent is asked to compare one brand or product against
another. Comparative scaling techniques help in direct comparison between
stimulus objects. One of the
4
Explain various types of probability sampling techniques with suitable
examples.
Explanation
Answer: Classification
of Probability Sampling Techniques
5
Analyse the steps involved in hypothesis testing.
Explanation
Answer: Steps
Involved in Hypothesis Testing
1.
Setting-up of hypothesis: The first step is to set up the decision
making process. This involves specifying the null hypothesis (H0) and the
alternative hypothesis (H).
2.
Selecting a significance level: A criterion used for rejecting
the null hypothesis is the significance level. The significance level is used
in hypothesis testing as follows: First, the
6
Write short notes on:
a)
Media planning
b)
Copy Testing
Answer: Media
Planning
Media
planning is quite essential in establishing the best way to disperse advertisers’
message across to the consumer market through various media channels. In short,
the main goal of the media plan is to find such combination of media resources,
which facilitate the marketer to
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