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1. Dear students get fully solved assignments
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ASSIGNMENT
Course Code : MS - 66
Course Title : Marketing Research
Assignment Code : MS-66/TMA/SEM - II/2015
Coverage : All Blocks
Note : Attempt all the questions and submit this assignment on or before 31st October, 2015 to
the coordinator of your study centre.
Q. 1. a) What is Marketing Research? When and why firms undertake marketing research.
Illustrate with suitable example.
Answer:Marketingresearchis"the processor setof processesthat links the consumers, customers,
and end users to the marketer through information — information used to identify and define
marketingopportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketingperformance;andimprove understanding of marketing as a process. Marketing research
specifies the information required to address these issues, designs the method for collecting
information, manages and implements the data collection process, analyzes the results, and
communicates the findings and their implications."
It is the systematic gathering, recording, and analysis
b) Explain the basis of classification of various types of research design available to the marketer.
Answer:The word ‘design’ has various meanings. But, in relation to the subject concern, it is a
pattern or an outline of research project’s workings. It is the statement of essential elements of a
study that provides basic guidelines of conducting the project. It is same as the blue print of
architect’s work.
The research design is similar to broad plan or model that states how the entire research project
would be conducted. It is desirable that it must be
Q. 2. a) Distinguish Data firm Information. What are the different types of data needed in
conducting Marketing Research Project? Briefly discuss their merits and limitations.

2. Answer:When discussing data quality, we need to understand exactly what we mean by the word
data. Often, the words information and data are used interchangeably, yet they are not the same
thing.
Data is, or are (depending on your knowledge of Latin), fundamental to business intelligence. But
how do we recognise data as data – and why is bad data such a pernicious entity?
There’sa reallysimplewayto understand the difference between data and information. When we
understand the primary function of the item we are
b) Explainthe importance of Questionnaire in a Marketing Research project. Describe in detail the
format and steps involved in designing a questionnaire for a leading private sector bank to
ascertain the customer perception of the services being offered by the bank.
Answer:The questionnaire is a structured technique for collecting primary data in a marketing
survey. It is a series of written or verbal questions for which the respondent provides answers. A
well-designed questionnaire motivates the respondent to provide complete and accurate
information.
The surveyquestionnaire shouldnotbe viewedasa stand-alone tool. Along with the questionnaire
there isfieldwork,rewardsforthe respondents,andcommunicationaids,all of whichare important
components of the questionnaire process.
Q. 3. a) What are the various types of scales used in Marketing Research to measure the attitude
of different respondent towards a product / service explain them briefly.
Answer:Attitudes are individual mental processes which determine both the actual and potential
response of each person in a social world. An attitude is always directed toward some object and
therefore, attitude is the state of mind of the individual toward a value.
(i) Area of Application of Attitude Measurement:
An increased attention is being paid to the
b) Distinguish between qualitative research from quantitative research and highlight the major
differences with suitable examples.
Answer:In the world of research, there are two general approaches to gathering and reporting
information: qualitative and quantitative approaches. The qualitative approach to research is
focused on understanding a phenomenon from a closer perspective. The quantitative approach

3. tendsto approximate phenomenafromalargernumberof individualsusingsurvey methods. In this
research corner, I describe methods that are
Q. 4. a) What is the significance of Data Processing in an Marketing Research Project? Discuss the
various components or elements which are involved in data processing task and highlight their
importance in the final analysis.
Answer:The data analysis stage in a market research project is the stage when qualitative data,
quantitative data or a mixture of both, is brought together and scrutinised in order to draw
conclusions based on the data. These conclusions then provide the key insights for the research
project and any associated reports or presentations.
The aim of data analysis in research is to discover useful information from a set of data, and
conclusions that can be used to form insights
b) What is cluster analysis? Discuss the possible application areas by taking any two examples of
your choice.
Answer:Cluster analysis or clustering is the task of grouping a set of objects in such a way that
objects in the same group (called a cluster) are more similar (in some sense or another) to each
other than to those in other groups (clusters). It is a main task of exploratory data mining, and a
common technique for statistical data analysis, used in many fields, including machine learning,
pattern recognition, image analysis, information retrieval, and bioinformatics.
Cluster analysis itself is not one specific algorithm,
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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