END TERM EXAMINATION
FOURTH SEMESTER [BBA]
Paper Code: [BBA/TTM/B&I/MOM]-206
Subject: Marketing Research
Time: 3 Hours Maximum Marks: 75
☛Note: Attempt any ﬁve questions including Q.no.1 which is compulsory. Select one question from each unit.
Question 1: Explain any ﬁve of the following with suitable examples: (5x3=15)
(a) Exploratory research design.
(b) Importance of deﬁning the research problem.
(c) Population, sampling frame, sampling unit and sampling element.
(d) Likert versus semantic differential scale.
(e) Advantages of observation as a data collection method.
(f) Measures of central tendency and dispersion.
(g) Factor analysis.
Explain the role of marketing research in designing and implementing successful marketing programmes. Give suitable examples. (15)
Discuss the advantages and disadvantages of using experimental designs and explain the various sources of errors in experimental methods. (15)
(a) Explain the factors that must be considered in sample size termination. (7.5)
(b) Clearly explain the steps involved in selecting a sample using
(i) systematic random sampling and
(ii) cluster sampling (7.5)
Explain the characteristics of the four types of measurement scales and indicate the statistical analysis techniques that can be used for each. (15)
Describe the process of designing a questionnaire and suggest guidelines that must be followed at each step. (15)
Question 7: Write short note on the following:
(a) Benefits and limitations of using secondary data (7.5)
(b) Data editing coding. (7.5)
UNIT - IV
Describe in detail the steps involved in hypothesis testing. Use a suitable example to illustrate your answer. (15)
Describe the typical format for a research report and suggest a set of guidelines for report writing. (15)