FALL-2017
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Master of
Business Administration - MBA Semester 3
MK0013-Marketing
Research
Note: Answer
all questions must be written within 300 to 400 words each. Each Question
carries 10 marks 6 X 10=60
Q1. What do
you mean by research? State some of its characteristics.
Definition
Characteristics
Answer. Meaning
of Research
Research in simplified terms means searching for the
facts searching for the replies to the various queries and also for the
solutions to the various problems. Research is an inquiry or an investigation
with a specific purpose to fulfill, it helps in clearing the various doubtful
concepts and tries to solve or explain the various unexplained procedures.
Q2. Write a
short note on the criteria of choosing a good research design.
Explanation
(2 marks for each criterion)
Answer. The
criteria of a good research design are:
Every research study, irrespective of its type, should
meet some criterions so that it can be classified as good research. Let us
discuss some of these criterions.
1. One of the important characteristics of a good
research is that the purpose of the research is clearly defined. A research
study with clearly defined purpose finds a wider acceptance and acknowledgement
within the research community.
2. Second important characteristic of a good research
is that the research method should be defined in a clear manner with sufficient
detail. This will allow the repetition of the study in future for further
advancement, while maintaining the continuity of what has been done in the
past.
Q3. Explain
comparative scales and its types.
Explanation
of the meaning
Explanation
of types
Answer. Scaling emerged from the social sciences in an attempt
to measure or order attributes with respect to quantitative attributes or
traits. Scaling provides a mechanism for
measuring abstract concepts. A
comparative scale is an ordinal or rank order scale that can also be referred
to as a non-metric scale. Respondents
evaluate two or more objects at one time and objects are directly compared with
one another as part of the measuring process.
For example you could ask someone if they prefer listening to MP3s
through a Zune or an iPod. You could take it a step further and add some other
MP3 player brands to the comparison. MP3
players would be scaled relative to each other and the scale position of any
one player would depend on the scale position of the remaining players. Because they are being compared differences
such as who has the click wheel are effectively forced. Where this is limiting is evident when you
find no standard of comparison outside the objects being compared. No
generalizations are made outside of these objects. Often used when physical characteristics of
objects are being compared.
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SET 2
Q1. Explain
various types of probability sampling techniques with suitable examples.
Explanation
Answer. Classification
of Probability Sampling Techniques
Sampling takes on two forms in statistics: probability
sampling and non-probability sampling:
• Probability sampling uses random sampling techniques
to create a sample.
• Non-probability sampling techniques use non-random
processes like researcher judgment or convenience sampling.
Q2. Analyze
the steps involved in hypothesis testing.
Answer. Steps
Involved in Hypothesis Testing
We define hypothesis test as the formal procedures
that statisticians use to test whether a hypothesis can be accepted or not. A
hypothesizes an assumption about something. For example, a hypothesis about
family pets could be something like the average number of dogs per American
household is two.
Step One: Hypothesis
The first step is that of writing the hypothesis. You
actually have two hypotheses to write. One is called the null hypothesis. This
is the hypothesis based on chance. Think of this as the hypothesis that states
how you would expect things to work without any external factors to change it.
The other hypothesis is called the alternative hypothesis. This is the
hypothesis that shows a change from the null hypothesis that is caused by
something.
In hypothesis testing, we just test to see if our data
fits our alternative hypothesis or if it fits the null hypothesis. We don't
worry about what is causing our data to shift from the null hypothesis if it
does. Keep in mind, when writing your null hypothesis and alternative
hypothesis, they must be written in such a way so that if the null hypothesis
is false, then the alternative hypothesis is true and vice versa.
Q3. Write
short notes on:
a) Media
planning
b) Copy
Testing
Answer:
Media Planning
FALL-2017
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