DMKT308 MARKETING RESEARCH

Description

SESSION	JAN-FEB 2026
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	III
COURSE CODE & NAME	DMKT308 MARKETING RESEARCH

 

 

 

Assignment Set – 1

 

 

Q.1. Explain non-probability techniques and various types of non-probability sampling techniques with suitable examples.

Ans 1.

Non-Probability Sampling: Concept

Non-probability is a sampling technique in which not every individual in the population will have a similar or known chance of selection for the study. Contrary to probability sampling, which uses random selection in order to ensure statistical resemblance, non-probability sampling relies on the researcher’s judgment or discretion in selecting the participants. This makes non-probability sampling faster, less expensive, and more practical for situations when a complete sample frame is not available, if the size

 

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Q.2. What are the nine types of Experimental designs?

Ans 2.

Experimental Design in Marketing Research

The term “experimental design” in research on marketing is the method that is used to determine causal connections between different variables by manipulating the dependent variables and studying their effect on dependent variables while taking into account external influences. The nine major types of experimental designs are categorized into three categories

 

 

 

 

Q.3. Explain in brief about focus group interview, its requirements, and the problems that may arise from using focus group.

Ans 3.

Focus Group Interview: Concept

A focus group interview is qualitative research methodology where a smaller, selective group of people usually between six and twelve, engages in a guided conversation on a certain subject, led by an experienced moderator. Participation among the group is a defining feature of the focus group: Participants build upon each other’s observations, challenge one another’s views, and generate insights that can’t be replicated by individual interviews. Focus groups can be

 

 

Assignment Set – 2

 

Q.4. Discuss the various properties of measurement. Give suitable examples. Also explain the types of Primary Scales of Measurement.

Ans 4.

Properties of Measurement

Marketing research is the process of the assigning of numbers or labels to people, objects, or phenomena according to defined rules to quantify attributes relevant to the research. To be considered meaningful and support valid decision-making, it should possess certain fundamental characteristics. Validity is the measure that a measure actually measures what it purports to be measuring. A scale claiming to measure brand loyalty must be able to accurately measure loyalty behaviors as well as attitudes, and not just another distinct but related concept such as satisfaction or familiarity. If it measures incorrectly, all subsequent analysis and decisions are systematically erroneous. Example: using the frequency

 

 

 

Q.5. Explain the methods of consumer marketing research.

Ans 5.

Survey Research

The term “consumer marketing research” refers to the systematic process of gathering analysis, analysing and then interpreting details about customers to assist in marketing decision-making. The methods used by the researchers span a broad span of inquiry from qualitative analysis and quantitative analysis. Survey Research is the most widely used quantitative method. Structured questionnaires are administered to groups of customers to gauge their attitude, attitudes, perceptions of satisfaction,

 

Q.6. What do you understand by a “quality research report”? What are the factors that a researcher should consider while developing such a report?

Ans 6.

Concept of a Quality Research Report

A well-written research report an item that is precise, clearly, and completely exposes the research findings, methods evaluation, conclusions, and suggestions of a marketing research study for its intended readers with a manner that facilitates informed decision-making. The concept of a quality research report goes far beyond truthful completeness, but also encompasses clear communication, rational arrangement, intelligible insight and ethical integrity in report writing. A quality research report is reliable, which means that all conclusions are true and accurately determined. It’s complete and covers all research objectives without sloppy omitting irrelevant conclusions. It is clear, using simple

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