smu mba semester 3 assignments, sprring 2014

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ASSIGNMENT
DRIVE SPRING 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
Q.No Questions Marks Total Marks
1 Explain the various types of Consumer and Business to Business (B2B) market research.
Types of Consumer market research 6
Types of Business-Business market research 4 10
2
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 1
Explanation of Four scales of measurement 9 10
3
Explain the process of sampling and classification of non-probability sampling techniques.
Definition of sampling 1
Process of Sampling techniques 5
Classification of Non-Probability sampling
techniques
4 10
4
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
2
Types of non-comparative scaling 8 10
5 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 2
Types of Online marketing research 8 10

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6
Write a short notes on:
A. Various types of Research(any five)
B. Characteristics of Research
A. Various types of Research(any five)
5
B. Characteristics of Research
5 10
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.