MS-66

Management Programme

ASSIGNMENT
SECOND SEMESTER
2010

MS-66: MARKETING RESEARCH

School of Management Studies

Indira Gandhi National Open University
Maidan Garhi, New Delhi – 110 068
 The University has decided to have only one assignment per course w.e.f. January
2007 session onwards for Students of MBA and MBA (Banking and Finance).
Please attempt the assignment questions given in the leaflet/booklet and submit it to the
Coordinator of the Study Centre, you are attached with, on or before 31st October, 2010.

MS-66: MARKETING RESEARCH

ASSIGNMENT
Course Code : MS-66
Course Title : Marketing Research
Assignment Code : 66/TMA/SEM-2/2010
Coverage : All Blocks
Note: Answer all the Questions.
1. What is marketing research? Explain the different stages of marketing research with the
help of an example. Identify the various problems in conducting marketing research in
India?

2. (a) Explain the four types of research designs with the help of suitable examples.

(b) What are the two sources of data? Define primary and secondary data. Discuss
the main sources of primary and secondary data and the advantages and
limitations of both primary and secondary data.

3. Define sampling and explain the importance and limitations of sampling in marketing
research with the help of suitable example.

4. Explain the four different levels of measurement. Describe the criteria for good
measurement.

5. What is the importance of questionnaire in the marketing research? Explain the different
steps involved in designing a questionnaire. Prepare a questionnaire for a car
manufacturing company which wants to obtain information about how customers select
the different brands of cars.

6. What is the significance of qualitative research in the marketing research? Explain the
advantages and limitations of qualitative research. Distinguish between qualitative and
quantitative research with suitable examples.

7. Define cluster analysis. Write the different approaches to cluster analysis with the help
of an example. Also, what are the factors to be considered while using cluster analysis
technique?