Monday, 15 July 2013

MK0013 –Marketing Research




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Summer 2013
Master of Business Administration- MBA Semester 3

MK0013 –Marketing Research


Q1. Write a short notes on:
A. Various types of Research(any five)
(Types – 5 marks)

Answer : Various types of Research :

1. Quantitative research :
Quantitative research is generally associated with the positivist/post positivist paradigm. It usually involves collecting and converting data into numerical form so that statistical calculations can be made and conclusions drawn.

2. Qualitative research :
Qualitative research is the approach usually associated with the social constructivist paradigm which emphasizes the socially constructed nature of reality. It is about

B. Characteristics of Research (characteristics- 5 marks)
5+5 = 10 marks

Answer : Characteristics of Research :

1. Reliability :
It is a subjective term which can not be measured precisely but today there are instruments which can estimate the reliability of any research. Reliability is the repeatability of any research, research instrument, tool or procedure.




Q2. Explain the process of sampling and classification of non-probability sampling techniques.
 (Definition of sampling- 1 mark; process of sampling - 5 marks; classification of non probability sampling- 4 marks)

Answer : Definition of sampling :
A process using a segment (sample) of a population to represent the entire population’s activities, attitudes, opinions, and interests and the results from the sample study can be inferred upon the population.

Process of sampling :
In most surveys, access to the entire population is near on impossible, however, the results from a survey with a carefully selected sample will reflect


Q3. Discuss the types of Research Design in brief.
(Definition of Research Design- 2 marks; Types – 8 marks) 10 marks

Answer : Definition of Research Design :
A research design encompasses the methodology and procedures employed to conduct scientific research. The design of a study defines the study type (descriptive, correlation, semi-experimental, experimental, review, meta-analytic) and sub-type (e.g., descriptive-longitudinal case study), research question, hypotheses, independent and dependent variables, experimental design, and, if applicable, data collection methods and a statistical analysis plan.



Q4. Explain the various types of Consumer and Business to Business (B2B) market research.
(Types of Consumer market research- 6 marks; Types of B2B market research- 4 marks) 10 marks

Answer :  Types of Consumer market research :
There are two basic types of consumer/market research;
1. primary research
2. secondary research

1. Primary research :
Quantitative and qualitative are the two types of primary data.  Quantitative research gives you hard numbers…it’s a scientifically-conducted survey that gives you

Q5. Explain the various methods used to collect primary data in brief.
 (Definition of Primary data- 2; methods – 8 marks) 10 marks

Answer : Definition of primary data :
Primary data is a type of information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. It is data that has not been previously published and is derived from a new or original research study and collected at the source such as in marketing. Primary data is the raw information before the processing is done. It mainly consists of numerical collections of raw information to be analyzed and evaluated. The term primary data may sometimes


Q6. Explain various methods of central tendency with formula and example for each.
Mean (formula – 1 mark, example- 1 mark), Median (formula – 1 mark, example- 1 mark), Mode (formula – 1 mark, example- 1 mark)

Answer :  Methods of central tendency :
1. Mean, or Average :
The most common measure of central tendency is the mean or average, which we calculate by adding all the values in our data set and then dividing this result by the number of observations. The mathematical formula for the mean differs slightly depending on whether you’re referring to the sample mean or the population mean. The formula for the sample mean is as follows:




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