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Master of Business Administration- MBA Semester 3

Drive- Spring 2015

 (Book ID: B 1711) Assignment (60 marks)

              MK0013- MARKET RESEARCH



Q1. Define Research and its characteristics. Also explain any seven types of research. (Definition and characteristics of research, types of Research) 3, 7


Research and experimental development (R&D) comprise creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of man, culture and society, and the use of this stock of knowledge to devise new applications.”  It is used to establish or confirm facts, reaffirm the results of previous work, solve new or existing problems, support theorems, or develop new theories. A research project may also be an expansion on past work in the field. To test the validity of instruments, procedures, or experiments, research may



Q2. A company is looking for a new logo. As a manager of the company, you have been given the responsibility of generating ideas for the new logo. What type of research and methods will you use in this case? Explanation 10


Answer: Type of methods will you use in this case: After deciding the research design, the investigator chooses methods for data collection. The selection of a research design depends on the purposes of the study. If a marketer needs descriptive information, then a quantitative research study is called for, but if the purpose is to generate new ideas, then a qualitative study is appropriate. Let us briefly discuss some of the commonly used qualitative and quantitative data collection methods



Q3. Explain the nine types of experimental designs. 10


Answer: Types of experimental designs: The experimental design method includes various types:


Equivalent time series design: Here treatment cannot be given to all the respondents simultaneously. Training is given to all the employees rotationally so that different types of training can be provided to different groups of people.


Waiting list design This method is used when demand exceeds supply. And due to limited supply, legitimate treatment is




Q4. Discuss the suitable examples the various observation methods and techniques used in collecting information. 10


Answer: Various observation techniques or methods: Observation can be structured as well as unstructured in nature. In structured observation, the units, conditions of observation and method of selecting and recording the observations etc. are well defined. Such a structured approach for observation is usually followed in descriptive studies. However, exploratory studies usually follow unstructured observational



Q5. Discuss the process of designing a questionnaire. 10


Answer: Process of Questionnaire Design: These are explained as follows:


  • Decide the information required: Decide the things which should be collected from the respondents. Thus, a small number of informal interviews should be taken from the respondents which help in making a clear picture about what information is needed.


  • Define the target respondents: A researcher should define the population from whom data will be collected. While deciding the



Q6. Discuss the features of online marketing research and its types. (Definition, Features, types) 2, 3, 5


Online Marketing Research

A survey or research is a term which means analyzing the latest trends and collecting the related facts and figures for a particular research. Online marketing


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