Marketing Research – Important questions
BBA – IV semester
Unit 1-
1. Explain the concept, importance, nature and scope of marketing research.
2. Explain the role of marketing research in decision marketing and steps to be followed for effective
decision-making process.
3. What are the various criteria used for decision-making.
4. Explain the process of research
5. Explain the various research designs.
6. What is research proposal? How is a research proposal designed?
Unit -2
1. Define data, characteristics of data and information
2. Explain the various sources of collecting primary data along with their advantages and dis-
advantages.
3. What is questionnaire? explain its characteristics and types, merits and demerits.
4. Explain the need and steps for designing effective questionnaire.
5. What is Focus group?
6. Explain the types of observation method
Unit-3
1. Explain the secondary data research and its resources along with their cost and flexibility
2. Explain various advantages and disadvantages of secondary data.
3. Differences between primary and secondary data
4. Discuss in detail various criteria utilized for evaluating secondary sources of data and steps to be
followed for evaluation.
Unit – 4
1. Explain the concept of measurement and scaling along with characteristics and objectives
2. Explain the various types of measurement scales with example
3. Define attitude explain various attitudinal scales used in research with relevant example.
4. Discuss Thurstone’s and Likert’s scaling technique.
5. Define reliability and Validity of scale and various methods to measure reliability of scale.
Unit -5
1. What is sampling ? its advantages and disadvantages.
2. Degree of freedom
3. Significance level
4. Write briefly about various sampling techniques.
5. What is data analysis ? its types.
6. Explain in detail about paired positive and paired negative test.
7. Chi square test ?Assumption and application
8. Z-test ,Assumption and application
9. What is ANOVA? Assumption and application.
( This unit also have Problems of testing Hypothesis using various tests)
pg. 1
, Marketing Research Important Questions
BBA IV-semester
MARKETING RESEARCH NOTES
UNIT -1
Q.1) Explain the concept ,importance ,nature and scope of marketing
research.
Concept of Market Research :
Market research is an organized effort to gather information about target markets and
customers: know about them, starting with who they are. It is a very important component
of business strategy and a major factor in maintaining competitiveness. Market research
helps to identify and analyse the needs of the market, the market size and the competition.
CHARECTERISTICS OF MARKET RESEARCH
(1) Systematic and continuous process: MR is a continuous process.
(2) Wide/comprehensive in scope and application: MR is wide in scope as it deals with all
aspects of marketing of goods and services.
(3) Emphasizes on accurate data collection and critical analysis: In MR, required data
should be collected objectively and accurately.
(4) Offers benefits to sponsoring company and consumers: MR is useful to the sponsoring
company.
(5) Commercial equivalent of military intelligence: MR is the commercial intelligence
activity. It is similar to military intelligence where systematic study is made before taking
any military action.
(6) Tool for managerial decisions: MR acts as a tool in the hands of management
for identifying and analysing marketing problems and finding out solutions to them.
(7) Applied type of research: MR is applied knowledge.
(8) Reduces the gap between the producers and consumers: MR is an essential
supplement of modern competitive marketing.
(9) Not an exact science: MR is both science and an art.
(10) Use of different methods: MR can be conducted by using different methods. Data
can be collected through survey or by other methods like observation method or
experimentation method.
(11) Dynamic character: MR is dynamic in nature. Its scope is fast expanding along
with the new developments in the field of marketing.
(12) Closely connected with marketing information system: Both the concepts are
interrelated.
(13) Phenomenal growth: MR has made a phenomenal growth since its inception.
pg. 2
,SCOPE OF MARKETING RESEARCH :
1. Product research
2. Consumer research
3. Packaging research
4. Pricing research
5. Advertising research
6. Sales research
7. Distribution research
8. Policy research
9. International marketing research
10. Motivation research
11. Market research
12. Media research
IMPORTANCE OF MARKETING RESEARCH :
o Planning and execution of marketing plan
o Quick and correct decision making
o Effective solution on marketing problems
o Huge spending on M.R
Q.2) Explain the role of marketing research in decision making and steps to
be followed for effective decision making process.
ROLE OF MARKETING RESEARCH IN MARKETING DECISION :
• MR helps the researchers link variables with the market.
• Provide accurate and reliable information.
• Competitive environment and decisions of costs require MR information.
• MR helps in making tactical and strategic decision.
• Helps in handling uncertainties.
• Provide information of controllable and non controllable factors.
Steps to be followed for effective decision making
1. Step 1: Identify the decision. You realize that you need to make a decision. ...
2. Step 2: Gather relevant information. ...
3. Step 3: Identify the alternatives. ...
4. Step 4: Weigh the evidence. ...
5. Step 5: Choose among alternatives. ...
6. Step 6: Take action. ...
7. Step 7: Review your decision & its consequences.
Q.4) Explain the process of Research.
pg. 3
, RESEARCH PROCESS :
STEP 1 : DEFINING A RESEARCH PROBLEM:-
• A problem need not necessarily mean that something is wrong in the current
situation which needs to be rectified immediately.
• It simply indicates an issue for which finding a solution could help to improve an
existing situation.
• situation where a gap exists between the actual and the desired state.
COMPONENTS OF RESEARCH PROBLEM :
(i) There must be some objective(s) to be attained at.
(ii) There must be alternative means or course of action for obtaining the objectives
(iii) There must be some doubt in the minds of a researcher with regard to
the selection of
(iv) There must be some environment to which the difficulty pertains.
Step 2 : Review of literature :
Literature survey is the review of published and unpublished work from secondary sources
in the area of interest to the researcher. The purpose of conducting literature survey at this
stage
i) To document the studies relevant to the problem identified for research.
ii) To ensure that no variable that has been taken up in the past related studies
is ignored.
iii) To avoid conducting similar type of study and thereby stopping the researcher
from investing his resources in terms of time and effort in a research venture
which is already solved.
(v) To provide a good frame work and a solid foundation to proceed further in the
iv) investigation.
(vi) To have a comprehensive theoretical framework from which hypothesis can be
developed for testing.
pg. 4
BBA – IV semester
Unit 1-
1. Explain the concept, importance, nature and scope of marketing research.
2. Explain the role of marketing research in decision marketing and steps to be followed for effective
decision-making process.
3. What are the various criteria used for decision-making.
4. Explain the process of research
5. Explain the various research designs.
6. What is research proposal? How is a research proposal designed?
Unit -2
1. Define data, characteristics of data and information
2. Explain the various sources of collecting primary data along with their advantages and dis-
advantages.
3. What is questionnaire? explain its characteristics and types, merits and demerits.
4. Explain the need and steps for designing effective questionnaire.
5. What is Focus group?
6. Explain the types of observation method
Unit-3
1. Explain the secondary data research and its resources along with their cost and flexibility
2. Explain various advantages and disadvantages of secondary data.
3. Differences between primary and secondary data
4. Discuss in detail various criteria utilized for evaluating secondary sources of data and steps to be
followed for evaluation.
Unit – 4
1. Explain the concept of measurement and scaling along with characteristics and objectives
2. Explain the various types of measurement scales with example
3. Define attitude explain various attitudinal scales used in research with relevant example.
4. Discuss Thurstone’s and Likert’s scaling technique.
5. Define reliability and Validity of scale and various methods to measure reliability of scale.
Unit -5
1. What is sampling ? its advantages and disadvantages.
2. Degree of freedom
3. Significance level
4. Write briefly about various sampling techniques.
5. What is data analysis ? its types.
6. Explain in detail about paired positive and paired negative test.
7. Chi square test ?Assumption and application
8. Z-test ,Assumption and application
9. What is ANOVA? Assumption and application.
( This unit also have Problems of testing Hypothesis using various tests)
pg. 1
, Marketing Research Important Questions
BBA IV-semester
MARKETING RESEARCH NOTES
UNIT -1
Q.1) Explain the concept ,importance ,nature and scope of marketing
research.
Concept of Market Research :
Market research is an organized effort to gather information about target markets and
customers: know about them, starting with who they are. It is a very important component
of business strategy and a major factor in maintaining competitiveness. Market research
helps to identify and analyse the needs of the market, the market size and the competition.
CHARECTERISTICS OF MARKET RESEARCH
(1) Systematic and continuous process: MR is a continuous process.
(2) Wide/comprehensive in scope and application: MR is wide in scope as it deals with all
aspects of marketing of goods and services.
(3) Emphasizes on accurate data collection and critical analysis: In MR, required data
should be collected objectively and accurately.
(4) Offers benefits to sponsoring company and consumers: MR is useful to the sponsoring
company.
(5) Commercial equivalent of military intelligence: MR is the commercial intelligence
activity. It is similar to military intelligence where systematic study is made before taking
any military action.
(6) Tool for managerial decisions: MR acts as a tool in the hands of management
for identifying and analysing marketing problems and finding out solutions to them.
(7) Applied type of research: MR is applied knowledge.
(8) Reduces the gap between the producers and consumers: MR is an essential
supplement of modern competitive marketing.
(9) Not an exact science: MR is both science and an art.
(10) Use of different methods: MR can be conducted by using different methods. Data
can be collected through survey or by other methods like observation method or
experimentation method.
(11) Dynamic character: MR is dynamic in nature. Its scope is fast expanding along
with the new developments in the field of marketing.
(12) Closely connected with marketing information system: Both the concepts are
interrelated.
(13) Phenomenal growth: MR has made a phenomenal growth since its inception.
pg. 2
,SCOPE OF MARKETING RESEARCH :
1. Product research
2. Consumer research
3. Packaging research
4. Pricing research
5. Advertising research
6. Sales research
7. Distribution research
8. Policy research
9. International marketing research
10. Motivation research
11. Market research
12. Media research
IMPORTANCE OF MARKETING RESEARCH :
o Planning and execution of marketing plan
o Quick and correct decision making
o Effective solution on marketing problems
o Huge spending on M.R
Q.2) Explain the role of marketing research in decision making and steps to
be followed for effective decision making process.
ROLE OF MARKETING RESEARCH IN MARKETING DECISION :
• MR helps the researchers link variables with the market.
• Provide accurate and reliable information.
• Competitive environment and decisions of costs require MR information.
• MR helps in making tactical and strategic decision.
• Helps in handling uncertainties.
• Provide information of controllable and non controllable factors.
Steps to be followed for effective decision making
1. Step 1: Identify the decision. You realize that you need to make a decision. ...
2. Step 2: Gather relevant information. ...
3. Step 3: Identify the alternatives. ...
4. Step 4: Weigh the evidence. ...
5. Step 5: Choose among alternatives. ...
6. Step 6: Take action. ...
7. Step 7: Review your decision & its consequences.
Q.4) Explain the process of Research.
pg. 3
, RESEARCH PROCESS :
STEP 1 : DEFINING A RESEARCH PROBLEM:-
• A problem need not necessarily mean that something is wrong in the current
situation which needs to be rectified immediately.
• It simply indicates an issue for which finding a solution could help to improve an
existing situation.
• situation where a gap exists between the actual and the desired state.
COMPONENTS OF RESEARCH PROBLEM :
(i) There must be some objective(s) to be attained at.
(ii) There must be alternative means or course of action for obtaining the objectives
(iii) There must be some doubt in the minds of a researcher with regard to
the selection of
(iv) There must be some environment to which the difficulty pertains.
Step 2 : Review of literature :
Literature survey is the review of published and unpublished work from secondary sources
in the area of interest to the researcher. The purpose of conducting literature survey at this
stage
i) To document the studies relevant to the problem identified for research.
ii) To ensure that no variable that has been taken up in the past related studies
is ignored.
iii) To avoid conducting similar type of study and thereby stopping the researcher
from investing his resources in terms of time and effort in a research venture
which is already solved.
(v) To provide a good frame work and a solid foundation to proceed further in the
iv) investigation.
(vi) To have a comprehensive theoretical framework from which hypothesis can be
developed for testing.
pg. 4
