Management Programme
ASSIGNMENT
SECOND
SEMESTER
201
6
MS
-
66
:
Marketing Research
School of Management Studies
INDIRA GANDHI NATIONAL OPEN UNIVERSITY
MAIDAN GARHI, NEW
DELHI
–
110 068
M
S
-
66
ASSIGNMENT
Course Code
:
MS
-
6
6
Course Title
:
Marketing Research
Assignment Code
:
MS
-
6
6
/TMA/SEM
-
I
I
/201
6
Coverage
:
All Blocks
Note
:
Attempt all the
questions and submit this assignment on or before
31
st
October, 201
6
to
the coordinator of yo
ur study cent
r
e
.
1.
a)
What do you understand by the term Marketing Research? Why it is necessary for firms
to seriously consider and undertake research activities on a continuous basis? Elaborate
with suitable example of your choice.
b)
Make a v
isit to any firm/company from you location on you are associated with and try to
study how
m
arketing
r
esearch activities are being initiated, conducted and implemented
in the firm.
Report
your observation
s
and offer your recommendation
s
accordingly.
2. a)
What is research design? Briefly discuss the fo
ur
types of research
design
. You are
familiar with. Illustrate each of these methods according
ly
.
b)
In the entire research process, data collection is the key activity which enables to archive
the se
t research objectives. Critically discuss and evaluate the above statement with
suitable illustrat
ion
.
3. a)
Discuss
the various sources of collecting
primary
data and secondary data for a marketing
research p
roject.
b)
What is sampling? Discuss the
major sampling techniques
available to the researcher
for
undertaking a research project.
Comment on their limitation.
4. a)
Design and construct a suitable questionnaire for the following:
i) Primary survey to be conducted to study the customer sa
tisfaction am
ong motorcycle
o
wner.
ii) Television viewing habits among senior citizens (
r
etired
and
elderly)
iii) Commuters perception and amenities
offered by
state
roa
d transport
organizations
.
b)
Distinguish qualitative research and quantitativ
e research with suitable illustrations.
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