MKT304 - Marketing Research

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Master of Business Administration - MBA Semester 3

MKT304 - Marketing Research

Set - 1

Q1. 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:

Ø  Address the fundamental questions or

Ø  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

Q2. 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:

Ø  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

Q3. 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 main advantages of comparative scaling is the easy application by

Set - 2

Q1. Explain various types of probability sampling techniques with suitable examples.

Answer. Classification of Probability Sampling Techniques

Q2. Analyze the steps involved in hypothesis testing.

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

Q3. 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

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