MS 66 IGNOU MBA Assignments July – Dec 2019

1. (a) Discuss the meaning and importance of marketing research in managerial decision making process. Elaborate the role of marketing research by taking an example of your choice.

(b) Collect data from various secondary sources or any other sources you one familiar with and elaborate how marketing research is conducted in India and their role as a continuous managerial activity.

2. (a) Explain the term data in marketing research. What makes data collection a critical stage in every marketing problem faced by the company whether small on big? Suggest data collection methods for the following.
(i) Mid sized FMCG company to assess and evaluate a new product offering.
(ii) Logistics company to enhance demand for their services.

(b) “No research project is possible without employing sampling techniques”. Discuss the above statement and the problems associated with sampling in research. When and why non-probability sampling methods are used? Explain with examples.

3(a) Differentiate between Qualitative and Quantitative research. Illustrate the situation where these two methods are used by the researcher? Substantiate with examples. Comment on their merits and limitations.

(b) What are non-parametric techniques of data analysis? When and why they are applied? Give suitable examples for such techniques.

4(a) Why Questionnaire is considered as an instrument of data collection in research? Explain its need and the steps involved in questionnaire design and development in the following situation
(i) Questionnaire design to ascertain the TV viewings habits of senior citizens.

(b) What is data processing? Why it is important for researcher to edit, modify, tabulate, and present the data? Explain with an example.

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