This document provides information about an assignment for an MBA marketing research course. It includes 6 questions related to key concepts in marketing research such as research methodology, research design, scaling techniques, probability sampling, hypothesis testing, and short notes on media planning and copy testing. Students are instructed to answer all questions, with answers to 10-mark questions being approximately 400 words. An evaluation scheme is provided for each question.

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ASSIGNMENT
DRIVE SPRING 2016
PROGRAM MBADS (SEM 3/SEM 5),MBAFLEX/ MBA (SEM 3)
SUBJECT CODE & NAME MK0013-Marketing Research
BK ID B 1711
CREDIT & MARKS 4 Credits, 60 marks
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 todevise 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
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
hurdlestogetover.Now,we have to figure outhow to researchwhatyou have thought up, which is
a different kind of difficult. This lesson will explore the decision process on how to decide the
researchdesign. How a person researches something, as in the step-by-step process of it, is called
the research methods. A methodology includes
Question.3. Explain comparative scales and its types.

2. Answer: Inthe 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'levelsof 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.
Question.4. 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 researchermustidentifyspecificsamplingelements(e.g.persons) toinclude in the sample.
For example, if conducting a telephone survey, the researcher needs to try to reach the specific
sampledperson,bycallingbackseveral times,togetanaccurate 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 the sample and the population - that is
the size of sampling error. A non-statistical definition of
Question.5. 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 hypothesistestexamines two opposing hypotheses about a population: the null hypothesis and
the alternative hypothesis. The null hypothesis is
Question.6. Write short notes on:
a) Media planning
Answer: Media planning is generally outsourced to a media agency and entails sourcing and
selectingoptimalmediaplatformsforaclient'sbrandor productto use.The job of mediaplanningis
to determine the best combination of media to achieve the marketing campaign objectives.

3. b) Copy Testing
Answer: Copytestingisa specializedfieldof marketingresearchthatdeterminesanadvertisement’s
effectivenessbasedonconsumer responses, feedback, and behavior. Also known as pre-testing, it
might address all media channels including television, print, radio, outdoor signage, internet, and
social media.
Automated Copy Testing is a specialized type of digital marketing specifically related to digital
advertising. This involves using software
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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