DMKT304 MARKETING RESEARCH

Description

SESSION	FEB-MARCH 2025
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	III
COURSE CODE & NAME	DMKT304 MARKETING RESEARCH

 

 

Assignment Set – 1

 

 

Q1. Explain non-probability techniques and various types of non-probability sampling techniques with suitable examples.      10       

Ans 1.

Introduction to Non-Probability Sampling

non-probability sampling is a sampling method in which not all members of the population have a known or equal chance of being selected. Unlike probability sampling, it does not rely on randomization, making it easier and quicker to implement, especially when studying hard-to-reach or undefined populations. It is widely used in exploratory research, qualitative studies, pilot testing, and situations

 

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Q2. What are the nine types of Experimental designs?     10       

Ans 2.

Experimental Design

Experimental design in marketing research refers to the structured and controlled setup for testing hypotheses by manipulating one or more independent variables and measuring their impact on dependent variables. It ensures that observed outcomes are the result of controlled variables and not external factors. Experimental designs are broadly classified into three categories: Pre-experimental, True experimental, and

 

Q3. Explain in brief about focus group interview, its requirement, and the problems that may arise from using focus group  10

Ans 3.

Focus Group Interview

a focus group interview is a qualitative data collection method where a small group of people (typically 6 to 10 participants) discusses a specific topic, product, service, or idea under the guidance of a trained moderator. The goal is to generate insights into consumer attitudes, beliefs, perceptions, and motivations. Focus groups are especially useful during the early stages of product development or when exploring customer opinions in depth.

The session is usually

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Assignment Set – 2

 

4. Discuss the various properties of scales of measurement. Give suitable examples. Also explain the types of Primary Scales of Measurement 5+5

Ans 4.

Properties of Scales of Measurement

Scales of measurement are used in research to categorize, rank, and quantify variables. The properties that define these scales determine the type of analysis that can be performed. The four key properties are description, order, distance, and origin.

Description it means each category or value on the scale must be clearly defined. For example, assigning the value “1”

 

Q5. Explain the methods of consumer marketing research.         10       

Ans 5.

Consumer Marketing Research

consumer marketing research involves the systematic collection and analysis of data related to consumer preferences, attitudes, behaviors, and buying patterns. The purpose is to understand what influences consumers’ purchasing decisions, enabling companies to create better products, marketing strategies, and customer experiences. Various research methods are employed to capture these insights

 

Q6. What do you understand by a “quality research report”? What are the factors that a researcher should consider while developing such a report?   4+6

Quality Research Report – Meaning

A quality research report is a structured document that presents the objectives, methodology, data analysis, findings, and conclusions of a research study in a clear, precise, and actionable manner. It serves as the final output of the research process and communicates insights to stakeholders such as managers, marketers, or clients who may not be familiar with technical research terms.

A quality report transforms