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1. Dear students get fully solved
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
ASSIGNMENT
DRIVE FALL 2017
PROGRAM MBADS (SEM 3) MBAFLEX/ MBA
SEMESTER (SEM 3)
SUBJECT CODE & NAME MKT304-Marketing Research
BK ID B 1711
CREDITS 4
MARKS 30
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.
SET I
Question. 1. What do you mean by research? State some of its
characteristics.
Answer:Researchcomprises"creativeworkundertakenonasystematicbasisinordertoincreasethe
stock of knowledge,includingknowledge of humans,culture andsociety,andthe use of thisstock of
knowledge todevisenewapplications."Itisusedto establish orconfirmfacts,reaffirmthe resultsof
previouswork,solveneworexistingproblems,supporttheorems,ordevelopnew 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
hurdlestoget over.Now,we have to figure outhow to researchwhatyou have thoughtup, whichis
a differentkindof difficult.Thislessonwill explorethe decisionprocessonhow todecidethe research
design.Howapersonresearchessomething,asinthe step-by-stepprocessof it,iscalledthe 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

2. Question. 3. Explain comparative scales and its types.
Answer: : In the social sciences,scalingisthe processof measuringor orderingentitieswithrespect
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 comparisonscale – a respondentispresentedwithtwoitemsatatime andaskedto
selectone (example:Doyou preferPepsi orCoke?).Thisisanordinal leveltechnique whena
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 (BradleyandTerry,1952; Luce, 1959) can be appliedinordertoderive measurements
provided the data derived

SET II
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 identifyspecific 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
sampledperson,bycallingback several times,to getan accurate sample.Randomsamplesare 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 hypothesistestexaminestwoopposinghypothesesaboutapopulation:the null hypothesisandthe
alternative hypothesis.The null hypothesisisthe statementbeingtested.Usuallythe null hypothesis

3. isa statementof "noeffect"or"nodifference".The alternative hypothesisisthe statementyouwant
to be able to conclude is true.
Question. 3. Write short notes on:
a) Media planning
Answer:Media planningisgenerallyoutsourcedtoamediaagencyandentailssourcingandselecting
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
Dear students get fully solved
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601