Monday, 12 February 2018

MKT304-Marketing Research

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FALL 2017
(SEM 3)
MKT304-Marketing Research
B 1711

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.


Question. 1. What do you mean by research? State some of its characteristics.

Answer: Research comprises "creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of humans, culture and society, and the use of this stock of knowledge to devise new applications." It is used to establish or confirm facts, reaffirm the results of previous work, solve new or existing problems, support theorems, or develop new theories. A research project may also be an expansion on past

Question. 2. Write a short note on the criteria of choosing a good research design.

Answer: So, you have an idea of what you want to research, which is one of the first and biggest hurdles to get over. Now, we have to figure out how to research what you have thought up, which is a different kind of difficult. This lesson will explore the decision process on how to decide the research design. How a person researches something, as in the step-by-step process of it, is called the research methods. A methodology includes procedures, materials, and other details that will be used in the experiment.

You can think of the research methods like a

Question. 3. Explain comparative scales and its types.

Answer: :  In the social sciences, scaling is the process of measuring or ordering entities with respect to quantitative attributes or traits. For example, a scaling technique might involve estimating individuals' levels of extraversion, or the perceived quality of products. Certain methods of scaling permit estimation of magnitudes on a continuum, while other methods provide only for relative ordering of the entities.

Comparative scaling techniques

·       Pairwise comparison scale – a respondent is presented with two items at a time and asked to select one (example : Do you prefer Pepsi or Coke?). This is an ordinal level technique when a measurement model is not applied. Krus and Kennedy (1977) elaborated the paired comparison scaling within their domain-referenced model. The Bradley–Terry–Luce (BTL) model (Bradley and Terry, 1952; Luce, 1959) can be applied in order to derive measurements provided the data derived


Question. 1. Explain various types of probability sampling techniques with suitable examples.

Answer: Probability samples that rely on random processes require more work than non-random ones.  A researcher must identify specific sampling elements (e.g. persons) to include in the sample.  For example, if conducting a telephone survey, the researcher needs to try to reach the specific sampled person, by calling back several times, to get an accurate sample. Random samples are most likely to yield a sample that truly represents the population. In addition, random sampling lets a researcher statistically calculate the relationship between

Question. 2. Analyse the steps involved in hypothesis testing.

Answer: A hypothesis test is a statistical test that is used to determine whether there is enough evidence in a sample of data to infer that a certain condition is true for the entire population.

A hypothesis test examines two opposing hypotheses about a population: the null hypothesis and the alternative hypothesis. The null hypothesis is the statement being tested. Usually the null hypothesis is a statement of "no effect" or "no difference". The alternative hypothesis is the statement you want to be able to conclude is true.

Question. 3. Write short notes on:

a) Media planning

Answer: Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.

In the process of planning, the media planner needs to answer questions such as:

·       How many of the audience can be reached through

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