MIBM - Marketing research
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The document outlines a marketing research assignment divided into three parts, covering topics such as the definition and scope of marketing research, measurement scales for attitudes, focus groups, report writing formats, and sampling techniques. Part B delves deeper into scales of measurement, research designs, effective presentation of research findings, and sources of secondary information. Part C focuses on understanding marketing research, conducting a marketing audit, and exploring product research.
MIBM - Marketing research
- 1. Marketing Research Part A (45 Marks) Attempt any Three Question 1- Define Marketing Research and its scope. Explain the factors which limit the acceptance of marketing research. 2- What are the primary scales of attitude measurement? Illustrate. Distinguish between Semantic differential scale and liked scale with examples. 3- Explain the concept of Focus Groups. What are its major applications in Marketing Research? 4- Outline a report format to present the findings of a market research project clearly indicating the various steps in the report writing process. 5- Define Likert scale. Outline a suitable Likert scale to examine the corporate image of foreign bank in terms of attributes such as location, number of branches, ATMs, timings, service quality, behavior of staff etc. Part B (35 Marks) Attempt any five Question 1-What are the scales of measurement? Bring out clearly the differences in the scales of measurement. 2-What are the different types of research designs? Give on example of each research design.
- 2. 3-What are the important guidelines to present the findings of a research Effectively? 4-What is sampling and explain the following with examples: (a)Systematic sampling - advantages and disadvantages. (b)Convenience sampling advantages and disadvantages. 5- What could be the secondary source of information for the research study? 6-Draw a sequence of questions you would use in getting the information relevant to the problem. Part C (20 Marks) Attempt any two Question 1- What is marketing research? Explain in silent features. 2- What is marketing audit? Explain methods of conducting marketing audit. 3- What is product research? Explain its scope.