ASSIGNMENTS

MK0004
(2 credits)
Set 1
Marks 30
Marketing Research
Q.1 What are the sources to collect data for marketing research?
Ans:
Sources to collect data for marketing research:
Data serves as the basis or raw material for analysis. The relevance, adequacy and reliability of data determine
the quality of the findings of study. The sources of data may be classified into (a) primary sources (b)
secondary sources.
(a) Primary Data Sources:
Primary data sources are original sources from which the researcher directly collects data that has not
been previously collected, e.g., collection of data by the researcher on brand awareness, brand
preference, brand loyalty etc.
Primary data is first hand information collected through various methods such as surveys, experiments
and observation.
(b) Secondary Sources of Data:
These are sources containing data which has been collected and compiled for another purpose .
Secondary data sources may be internal sources, such as annual reports, financial statements, sales
reports, inventory records, minutes of meetings and other information that is available within the firm,
in the form of a marketing information system. They may also be external sources such as government
agencies, publish sources, trade associations and commercial sources.

Q.2 Describe personal interview versus group interview as methods of data collection in marketing
research.
Ans:
Personal Interview:
Personal interviewing may be defined as a two way systematic conversation between an investigator and an
informant, initiated for obtaining information relevant to a specific study. It involves not only conversation, but
also learning from the facial expressions, respondent’s gestures and pauses and his environment. Interviewing
is the only suitable method for studied illiterate or less educated persons.
Interviewing is appropriate when qualitative information is required or probing is necessary to draw out the
respondent fully.
Interview is often superior to other data gathering methods. People are usually more willing to talk than to
write. Interview can add flesh to statistical information. It enables the investigator to grasp the behavioral
complex of the data furnished by the respondents. It permits the investigator to seek clarification and brings to
the forefront those questions which for some or other the respondent don’t want to answer.
Group Interview:
A group interview may be defined as a method of collecting primary data in which a number of individuals
with common interest interact with each other. The group may consist of about six to eight individuals with a
common interest. The interviewer acts as the discussion leader. Free discussion is encouraged on some aspect
of the subject under study.
The desired information may be obtained through self administered questionnaire or interview, with the
discussion serving as a guide to ensure evidence of common elements of attitude, belief, intentions and
opinions among individuals in the group.
Q.3 What is sampling? Describe non random sampling in brief.
Ans:
Sampling:
A part of the population is known as a sample. The method, consisting of the selection for the study, a portion
of the universe, with a view to drawing conclusions about the universe or population is known as sampling. A
statistical sample ideally purports to be a miniature model or replica of the population, comprised of all the
terms that the study should principally encompass, that is, the items which potentially hold promise of
affording information relevant to the purpose of a given research.
Sampling helps in cost and time savings.
Non Random Sampling:
This sampling method is not based on the theory of probability. This method does not provide a chance of
selection to each population element.
The advantages of this sampling method are simplicity, convenience and low cost. This method suffers from
sampling bias which may distort results.
It may be classified into:
1. Convenience or Accidental Sampling.
2. Purposive or Judgment Sampling.
3. Quota Sampling.
4. Snow ball Sampling.
1. Convenience or Accidental Sampling:
It means selecting sample units in just hit and miss fashion. This sampling also means selecting whatever
sampling units are conveniently available.
e.g. a teacher may select students in his class.
2. Purposive or Judgment Sampling.
This method means deliberate selection of sample units that conform to some pre-determined criteria. This
involves selection of cases which we judge as the most appropriate ones for the given study. It is based on
judgment of researcher.
3.Quota Sampling:
This is a form of convenient sampling involving selection of quota groups of accessible sampling units by
traits such as sex, age, social class, etc. It is a method of stratified sampling, in which the selection within strata
is non random. It is this non random element that constitutes its greatest weakness.
4.Snow ball Sampling:
This is the colorful name for a technique of building up a list or a sample of a special population, by using an
initial set of its members as informants. This sampling technique may also be used in socio- metric studies.

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 ASSIGNMENTS
MK0004
(2 credits)
Set 2
Marks 30
Marketing Research
Q.1 Explain Null hypotheses and alternative hypotheses.
Ans:
Null hypotheses and alternative hypotheses:
The null hypotheses are a proposition that states definitive, exact relationship between two variables. That is it
states that the populations correlation between two variables is equal to zero that the difference in the means of
two groups in the population is equal to zero. In general the null statement is expressed as no relationship
between two variables or no difference between two groups. The alternate hypothesis which is the opposite of
the null is a statement expressing a relationship between two variables or indicating differences between
groups.
To explain it further in setting up the null hypothesis we are stating that there is no difference between what we
might find in the population characteristics the total group we are interested in knowing something and the
sample we are studying. Since we do not know the true the true state of affairs in the population, all we can do
is to draw inferences based on what we find in our sample. What we imply through the null hypothesis is that
any differences found between two sample groups or any relationship found between two variables based on
our sample is simply due to random sampling fluctuations and not due to any differences.
Null hypothesis = H0
Alternative hypothesis = Ha
The null hypothesis and the alternative hypotheses are chosen before the sample is drawn. In the choice of null
hypothesis, the following points are usually kept in view:
1. The alternative hypothesis is usually the one which is to be proved and the null hypothesis represents
the hypothesis we are trying to reject while the alternative hypothesis represents all other possibilities.
2. If the rejection of a certain hypothesis when it is actually true involves great risk, it is taken as null
hypothesis, because then the probability of rejecting it when it is true is α the level of significance
which is hosen very small.
3. The null hypothesis should always be a specific hypothesis.
Q.2 Describe various types of research reports.
Ans:
Types of Research Reports:
Research reports may be classified into the following types:---
1. Technical Reports
2. Popular Reports
3. Interim Reports
4. Summary Reports
5. Research Abstracts
6. Research Articles
Technical Reports:
This is a comprehensive report which is generally intended for other researchers and research managers and
describes all aspects of the research process in considerable detail- the problem studied, the objectives of the
study, the methodology and techniques used, a detailed account of the sampling field and other research
procedures, sources of data, tools for data collection, methods for data processing and analysis, findings,
conclusions and suggestions.
Popular Reports:
This type of report is intended for a more general audience that is less interested in the technical aspects, but
more interested in the findings of the study. Therefore the writing style and complexity will be different from
that of technical report. Sentences and paragraphs should be short and content should be simple. The
presentation of the report should be lively and include bold headlines, flow diagrams, charts, tables and other
visual devices.
Interim Reports:
When there is a time lag between data collection and presentation of the results, the study may lose its
significance and usefulness. In such a situation, an interim report can narrate what has been done so far and
what was its outcome. It presents a summary of the findings of that part of the analysis which has been
completed.
Summary Reports:
A summary report is meant for a lay audience i.e. for general public. It is written in general language with
pictorial charts. It is a short report with only main points of two or three pages.

Research Abstracts:
A Research Abstracts is short summary of technical report. It is prepared by a doctoral student on the eve of
submitting a thesis. It contains a brief presentation of the statement of the problem, the objectives of the study,
methods and technique used and an overview of the report.

Research Articles:
A Research Articles is designed for publication in a professional journal. A Research Articles must be clearly
written in concise, unambiguous language. Progression from a statement of a problem and purpose of study,
through to analysis of evidence, conclusions and implications are given in the report.
Q.3 How marketer can assess its competitive advantage through market based assessment?
Ans:
Market-based-Assessment:
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