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ASSIGNMENT
Course Code: MS-66
Course Title:Marketing Research
1. (A) As a Researches, you have been assigned a primary research project to be undertaken. Discuss
the research process that you would adopt to complete the given task.
Answer:Primary research is any type of research that you go out and collect yourself. Examples include
surveys, interviews, observations, and ethnographic research. A good researcher knows how to use both
primary and secondary sources in her writing and to integrate them in a cohesive fashion. Conducting
primary research is a useful skill to acquire as it can greatly supplement your research in secondary
sources, such as journals, magazines, or books. You can also use it as the focus of your writing project.
Primary research is an excellent skill to learn as it can be useful in a variety of settings including
business, personal, and academic.
When you are working on a local problem that may not have been addressed before and little research
is there to back it up.Example: you are conducting research on a proposed smoking ban in Lafayette, IN.
Little information has been published about
2.(a). What is data? Discuss the various types of data and their sources available to the researcher.
Evaluate each of their sources in terms of their merits, demerits and limitations.
Answer: Data—the integrated system for collecting, cleaning, storing, monitoring, reviewing, and
reporting on registry data—determines the utility of the data for meeting the goals of the registry.
Quality assurance, on the other hand, aims to assure that the data were, in fact, collected in accordance
with these procedures and that the data stored in the registry database meet the requisite standards of

quality, which are generally defined based on the intended purposes. In this chapter, the term registry
coordinating activities is used to refer to the centralized procedures performed for a registry and the
term registry coordinating center refers to the
(b). Discuss the importance of developing a questionnaire in a research project. What are the do and
don’t that should be considered while designing the questionnaire.
Answer: A questionnaire can be a useful tool for gathering information. It can be used for survey
research, gathering data or testing a hypothesis. For a questionnaire to be effective and give you the
information you are looking for, you will need to design a survey that is easy to understand and easy to
complete. Here are some tips to follow when you want to know how to develop a questionnaire for
research.
Importance of developing a questionnaire in a research project
The advantages of questionnaires
3. (A) Elaborate on Qualitative Vs. Quantitative research approaches. Explain any two methods of
conducting Qualitative research and their limitations.
Answer: Quantitative and qualitative research each has distinctly different goals. As such, it is to be
expected that each method of research will have its own distinct characteristics that are not found in
the other. This paper will analyse some of those characteristics and discuss how and why they are
unique to either quantitative or qualitative research.
Qualitative research, most often used in the social sciences, is used to answer the how and why of
things. The nature of this research does not lend itself to statistical analysis, nor are the results easily
measured. Qualitative researchers require
(b) Why and when multi-dimensional scaling technique can be applied in marketing research? Discuss.
Answer: Multidimensional scaling (MDS) can be considered to be an alternative to factor analysis. In
general, the goal of the analysis is to detect meaningful underlying dimensions that allow the researcher
to explain observed similarities or dissimilarities between the investigated objects. In factor analysis, the

similarities between objects (e.g. variables) are expressed in the correlation matrix. With MDS one may
analysis any kind of similarity or dissimilarity matrix, in addition to correlation matrices.
This outcome is visual in a 2 dimensional map,
4. (A) What is conjoint analysis? Explain its application in marketing Research.
Answer: Conjoint analysis is a set of market research techniques that measures the value the market
places on each feature of your product and predicts the value of any combination of features. Conjoint
analysis is, at its essence, all about features and trade-offs. With conjoint analysis, you:
1. Ask questions that force respondents to make trade-offs among features
2. Determine the value they place on each feature based on the trade-offs they make
3. Simulate how the market reacts to various
(b) What are the different types of probability sampling methods? Explain with the help of suitable
examples.
Answer: Probability Sampling-
A probability sampling method is any method of sampling that utilizes some form of random selection.
In order to have a random selection method, you must set up some process or procedure that assures
that the different units in your population have equal probabilities of being chosen. Humans have long
practiced various forms of random selection, such as picking a name out of a hat, or choosing the short
straw. These days, we tend to use computers as the mechanism for generating random numbers as the
basis for random selection.
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