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DRIVESPRING 2014
PROGRAM-MBADS (SEM 3/SEM 5) MBAFLEX/ MBAN2 (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE & NAME-MK0013- MARKETING RESEARCH
BK ID-B1711
CREDIT & MARKS-4 Credits, 60 marks
Q1. Explain the various types of Consumer and Business to Business (B2B) market research.
(Types of Consumer market research, Types of Business-Business market research)6, 4
Answer.
Types of Consumer market research
There are several different types of consumer market research as shown in table:
Q2. Measurement can be defined as assigning symbols or numbers to characteristics of objects. Scaling may be considered an extension of measurement. It helps an investigator to quantify the variables and assigning ranks to the items or subjects selected. Discuss the four primary scales of Measurement.
(Definition of Primary scales of Measurement, Explanation of Four scales of measurement)1, 9
Answer.
Primary scales of Measurement
A primary scale of measurement is defined as assignment of numbers to the objects, items, or events as per
Q3. Explain the process of sampling and classification of non-probability sampling techniques.
(Definition of sampling, Process of Sampling techniques, Classification of Non-Probability sampling techniques) 1, 5, 4
Answer.
Sampling
Sampling is the process of selecting a suitable sample, or a representative part of a population for the purpose of determining characteristics of the whole population.
Q4. In today’s business scenario, the major aim of managers is to understand the stimuli or attitude which results in a specific set of reactions and they are responsible to measure and interpret before it occurs. Attitude measurement scales help managers in understanding consumer’s attitudes, beliefs, preferences etc. These scaling techniques are of two types: one is comparative scaling and another one is non-comparative scaling. Discuss the types of non-comparative scaling which is used widely in commercial marketing research studies with suitable examples.
(Explanation of Non-comparative scaling, Types of non-comparative scaling)2, 8
Answer.
Non-comparative scaling
Non-comparative scaling is referred as monadic scaling i.e. only one object is evaluated at a time and no comparison is made with another object. This is the more widely used type of scale in commercial marketing research studies. Non-comparative scaling techniques involve continuous as well as itemised rating scales.
Types of non-comparative scaling
Q5. A survey or Research is a term which means analyzing the latest trends and collecting the related facts and figures for a particular research. Online marketing research is used by the companies to evaluate their sales performance. Discuss the types of Online marketing research.
(Definition of Online Marketing research, Types of Online marketing research)2, 8
Answer.
Online Marketing research
A survey or research is a term which means analysing the latest trends and collecting the related facts and figures for a particular research. Online marketing research is the process by which companies use the Internet to gather
Q6. Write a short notes on:
A. Various types of Research(any five)
B. Characteristics of Research
(Various types of Research (any five), Characteristics of Research)5,5
Answer.
A. Various types of Research
Following are the main types of research:
· Theoretical/Fundamental/Pure research
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