DMKT304 MARKETING RESEARCH JULY-AUGUST 2025

Description

SESSION	JULY-AUGUST 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.

Non-probability sampling techniques are methods where not every element in the population has a known or equal chance of being selected. Researchers deliberately choose samples based on judgment, convenience, or specific criteria rather than random selection. These techniques are widely used in marketing research when time, cost, or access constraints make probability sampling impractical. They are suitable for exploratory research, qualitative studies, or when the population frame is unavailable, though they limit generalizability due to

 

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

Ans 2.

Nine types of Experimental designs

Experimental designs in marketing research are structured frameworks to test cause-and-effect relationships by manipulating independent variables while controlling extraneous factors. They help establish causality, unlike descriptive methods. Campbell and Stanley (1963) classified designs into pre-experimental, true experimental, and quasi-experimental, with nine commonly recognized types varying in internal/external validity and control over

 

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: Concept, Requirements, and Problems

A focus group interview is a qualitative research technique widely used in marketing and consumer behaviour studies. It involves guided discussions with a small group of participants to understand their perceptions, opinions, attitudes, and experiences related to a product, service, or concept. This method helps researchers gain deeper insights into consumer

 

Assignment Set – 2

 

 

Q4. Discuss the various properties of scales of measurement. Give suitable examples. Also explain the types of Primary Scales of Measurement 10

Ans 4.

Properties of Scales of Measurement and Types of Primary Scales

Measurement plays a vital role in marketing and consumer behaviour research, as it enables researchers to quantify attitudes, perceptions, and behaviours. Scales of measurement provide a systematic way to assign numbers or symbols to characteristics being studied. Understanding the properties and types of measurement scales is essential for selecting appropriate research tools and ensuring accurate data analysis.

Properties of Scales of Measurement

Scales of measurement possess certain properties that determine how data can be analysed.

 

 

Q5. Explain the methods of consumer marketing research. 10   

Ans 5.

Consumer marketing research involves systematic gathering, analysis, and interpretation of data about consumers—their needs, preferences, behaviors, attitudes, and motivations—to support marketing decisions. Methods are broadly classified into primary and secondary research, further divided by data type (qualitative vs. quantitative) and collection approach. These methods help reduce uncertainty in decisions like product launches, pricing, or

 

 

Q6. What do you understand by a “quality research report”? What are the factors that a researcher should consider while developing such a report?   10

Ans 6.

A quality research report is a comprehensive, well-structured document that effectively communicates research findings, insights, and recommendations to stakeholders in a clear, objective, and actionable manner. It transforms raw data into meaningful information that supports decision-making, demonstrating research rigor, credibility, and practical value while being reader-friendly.

Key Characteristics of a Quality Research Report

It must be accurate, unbiased, concise yet complete, logically organized, visually appealing,