Q.1. Answer the following 1. Define Research and give classification. A.

Research is the systematic process of collecting and analyzing information to increase our understanding of the phenomenon under study. According to Redman Y Mory, Research is a systematized efforts to gain new knowledge. Research is classified as follows: Descriptive Vs Analytical Research Applied Vs Fundamental Research Quantitative Vs Qualitative Research Conceptual Vs Empirical Research

2. What do you mean by variable? List out various types of variable. A. Variable is an object or event that can take on more than one form or value. Variable is a measurable factor that can assume more than one value. Eg: Age, income, gender, etc. Types of research are: Independent variables Dependent variables Controlled variables Intervening variables Extraneous variables

3. Explain the term Panel. A. Group of people with certain qualifications, selected for a specific purpose and limited time, and usually disbanded thereafter. 4. Explain various types of information. A. Various types of information are as follows: 1. Facts 2. Quasi Facts

3. Awarness or penetration of information 4. Opinions 5. Attitudes 6. Future action plans 7. Reasons

5. Define scaling and state various types of scale. A. 6. What is coding? A. Coding is the procedure of classifying the answers to a question into meaningful categories. The symbols used to indicate these categories are called codes. It is necessary to carry out the subsequent operations of tabulating and analyzing data. 7. What is sampling error? A. Sampling error is the gap between sample mean and population mean. Sampling error occurs because of chance variation in the scientific selection of sampling units. As a sample size increase sampling error decreases.

Q.2. a) Distinguish between scientific and non-scientific method. b) Explain types of research design. Q.2. a) Distinguish between primary data and secondary data. A. 1 2 3 4 5 difference between primary data and secondary data are: Primary data There are original data gathered by the researcher for the project at a hand. It is the source which originate in time data They are more complete and accurate. It relates specifically to the problem at hand. The main disadvantage is the cost and time required to collect them. 1 2 3 4 Secondary data They are the data already existing in the file or in other form gathered for any other project. It is the source that secure the data from the original source. They may be inaccurate. Unsatisfactory as per situation. They are called historical data.

5 It is cheaper and fast.

6 Sources are: Internal: Personal interview External: Retailer, customer, competitors. 7 It is accumulated to meet up the research objective of the subsisting project. 8 It shows latest information.

6 Sources are: Internal: Include company records External: Libraries, trade associations, government publications. 7 It was collected to convene the requirement of various research objectives. 8 It lacks aptness.

b) Explain various steps involved in research design. A. Steps in the Research Design Process

Step 1: Define the Research Problem Problem definition is the most critical part of the research process. Research problem definition involves specifying the information needed by management. Unless the problem is properly defined, the information produced by the research process is unlikely to have any value. CocaCola Company researchers utilized a very sound research design to collect information on taste preferences. Unfortunately for Coca-Cola, taste preferences are only part of what drives the soft drink purchase decision. Research problem definition involves four interrelated steps: (1) management problem / opportunity clarification, (2) situation analysis, (3) model development, and (4) specification of information requirements. The basis goal of problem clarification is to ensure that the decision makers initial description of the management decision is accurate and reflects the appropriate area of concern for research. If the wrong management problem is translated into a research problem, the probability of providing management with useful information is low. Situation Analysis The situation analysis focuses on the variables that have produced the stated management problem or opportunity. The factors that have led to the problem/opportunity manifestations and the factors that have led to managements concern should be isolated. A situation analysis of the retail trade outflow problem revealed, among other things, that (1) the local population had grown 25 percent over the previous five years, (2) buying power per capita appeared to be growing at the national rate of 3 percent a year, and (3) local retail sales of nongrocery items had increased approximately 20 percent over the past five years. Thus, the local retailers sales are clearly not keeping pace with the potential in the area.

Step 2: Estimate the Value of the Information A decision maker normally approaches a problem with some information. If the problem is, say, whether a new product should be introduced, enough information will normally have been accumulated through past experience with other decisions concerning the introduction of new products and from various other sources to allow some preliminary judgments to be formed about the desirability of introducing the product in question. There will rarely be sufficient confidence in these judgments that additional information relevant to the decision would not be accepted if it were available without cost or delay. There might be enough confidence, however, that there would be an unwillingness to pay very much or wait very long for the added information. Step 3: Select the Data Collection Approach There are three basic data collection approaches in marketing research: (1) secondary data, (2) survey data, and (3) experimental data. Secondary data were collected for some purpose other than helping to solve the current problem, whereas primary data are collected expressly to help solve the problem at hand. Step 4: Select the Measurement Technique There are four basic measurement techniques used in marketing research: (1) questionnaires, (2) attitude scales, (3) observation, and (4) depth interviews and projective techniques. Primary Measurement Techniques I. Questionnaire a formalized instrument for asking information directly from a respondent concerning behavior, demographic characteristics, level of knowledge, and/or attitudes, beliefs, and feelings. II. Attitude Scales a formalized instrument for eliciting self-reports of beliefs and feelings concerning an object(s). A. Rating Scales require the respondent to place the object being rated at some point along a numerically valued continuum or in one of a numerically ordered series of categories. B. Composite Scales require the respondents to express a degree of belief concerning various attributes of the object such that the attitude can be inferred from the pattern of responses. C. Perceptual maps derive the components or characteristics an individual uses in comparing similar objects and provide a score for each object on each characteristic.

D. Conjoint analysis derive the value an individual assigns to various attributes of a product. I. Observation the direct examination of behavior, the results of behavior, or physiological changes. II. Projective Techniques and Depth Interview designed to gather information that respondents are either unable or unwilling to provide in response to direct questioning. A. Projective Techniques allow respondents to project or express their own feelings as a characteristic of someone or something else. B. Depth Interviews allow individuals to express themselves without any fear of disapproval, dispute, or advice from the interviewer. Step 5: Select the Sample Most marketing studies involve a sample or subgroup of the total population relevant to the problem, rather than a census of the entire group. Step 6: Select the Model of Analysis It is imperative that the researcher select the analytic techniques prior to collecting the data. Once the analytic techniques are selected, the researcher should generate fictional responses (dummy data) to the measurement instrument. These dummy data are then analyzed by the analytic techniques selected to ensure that the results of this analysis will provide the information required by the problem at hand. Step 7: Evaluate the Ethics of the Research It is essential that marketing researchers restrict their research activities to practices that are ethically sound. Ethically sound research considers the interests of the general public, the respondents, the client and the research profession as well as those of the researcher. Step 8: Estimate Time and Financial Requirements The program evaluation review technique (PERT) coupled with the critical path method (CPM) offers a useful aid for estimating the resources needed for a project and clarifying the planning and control process. PERT involves dividing the total research project into its smallest component activities, determining the sequence in which these activities must be performed, and attaching a time estimate for each activity. These activities and time estimates are presented in the form of a flow chart that allow a visual inspection of the overall process. The time estimates allow one to determine the critical path through the chart that series of activities whose delay will hold up the completion of the project.

Step 9: Prepare the Research Proposal The research design process provides the researcher with a blueprint, or guide, for conducting and controlling the research project. The blueprint is written in the form of a research proposal. A written research proposal should precede any research project.

Q.3. a) Explain the term Data. What points should be considered by the researcher before using secondary data? A. Data: Data refers to a collection of natural phenomena descriptors including the results of experience, observation or experiment, or a set of premises. This may consist of numbers, words or images, particularly as measurements or observations of a set of variables. The points to be considered by the researcher before using secondary data are: Availability: The first and foremost requirement is that secondary data must be available for us. At times, one may find that secondary data are not available on a problem at hand. In such cases there is no alternative but to take recourse to the collection of primary data. Relevance: Relevance means that the data available must fit the requirements of the problem at hand. This would cover several aspects. The unit of measurements should be the same as that in the research problem The concepts used should be the same as are imagined in the problem Another pertinent issue is that the data should not be obsolete.

Accuracy: This would not only enable the researcher to get core comprehensive information but would also indicate the context in which data have been collected, the procedure followed and the extent of care exercised in their collection. Sufficiency: Finally the data should be sufficient. If the data are inadequate, then compliance with the preceding requirements will be in vain.

b) Explain the field experiments of collecting primary data.

Q.3. a) Explain the sources available for gathering secondary data. A. Sources of secondary data are:

1. Internal data sources: a. Accounting Records: Accounting records generate a good deal of data. As profits are based on sales, sales invoice is a good source. Normally a sales invoice includes name and address of the customer, items ordered, quantities and qualities shipped, discount allowed, price charged, total amount of sales and the data of sales. Such information can be extremely useful in undertaking a detailed analysis of sales by product, customer, industry, geographic area, sales territory and sales representative.

b. Sales and marketing reports. These can include such things as:
Type of product/service purchased Type of end-user/industry segment Method of payment Product or product line Sales territory Salesperson Date of purchase Amount of purchase Price Application by product Location of end-user

c. Internal Expert opinion: Experts working in the company can also be a good source of internal data. Executives working as product manager, marketing research managers, public relations personnel and advertising personnel have specialized knowledge relevant to marketing problem. d. Miscellaneous reports. These can include such things as inventory reports, service calls, number (qualifications and compensation) of staff, production and R&D reports. Also the companys business plan and customer calls (complaints) log can be useful sources of information. 2. External Data Sources: a. Government Publications: A large bulk of secondary data useful to a marketing researcher is found in various government publications. The Registrar General of India conducts a population census throughout the country every 10 years and brings out demographic data in voluminous reports. The Central Statistical Organization brings out statistic of national income. The Director of Commercial Intelligence, Government of India brings out monthly statistics of the foreign trade of India. Some other official publications included are: Reserved Bank of India Bulletin, Currency and Finance Report, Agricultural situation in India, The Indian Labor Journal, etc. b. Non-Government Publications: There are number of private organizations which brings out statistics in one form or another on a periodical basis. Various Industry and Trade Associations are important. Another source of information is the stock exchange directories, the Market Research and Statistical Bureau, etc. Besides industry associations several chambers of commerce are also a source.

c. Syndicated Services: Syndicated services are provided by certain organizations, which collect and tabulate marketing information on a continuing basis. Reports based on marketing information collected by such organizations are sent periodically to clients who are subscribers. Syndicated services are normally designed to suit the requirements of many individuals or firms. Such services are particularly useful in the spheres of TV viewing, magazine, readership and the movement of consumer goods through retail outlets. d. International Institutions Publication: There are several international organizations that publish statistics in their respective areas. Some of these organizations publish data on India among with that of other countries. Bank, economic reviews, university research reports, journals and articles are all useful sources to contact. e. Libraries: There are two types of libraries- public library and private libraries. Private libraries are those which are maintained by some business firms. Public libraries are maintained by the government that can be utilized by any research from general public. f. Business Firms: Researcher depends on certain business firms for some necessary information. Business reports are sometimes of great value of the researchers. Researcher can collect information from bank and insurance companies on request. g. Consumer Research Services: Usage and attitude studies, Brand image and positioning research, New product development research, Advertising research, Product testing, Simulated test marketing, Market estimation and forecasting, market modeling, customized panel research, etc.

b) Explain various methods of observation and applicability of observation method. A. Various methods of observation are as follows:

1. Structured-Unstructured observation: Structured observation is used when the researcher problem has been formulated precisely and the observation have been told specifically what is to be observed. They may be given a simple form to record their observations. Unstructured observation implies that observers are free to observe whatever they think is relevant and important. While structured observations are free from subjective bias, unstructured observations are subject to this limitation. 2. Disguised-undisguised: The subjects do not know that they are being observed in case of disguised observation. In some cases it may be made by the observer by posing as one of the shoppers who are being observed. It may be difficult to completely disguise an observation, through this apart; it poses an ethical question of its desirability when those who are being observed are kept in the dark. 3. Observation under natural setting laboratory setting: observations in field studies in their natural setting and are therefore undertaken in extremely realistic conditions. Sometimes an experimental manipulation may be introduced in a field study. Observational studies in laboratory settings have certain advantages over field studies. They enable the collection of data promptly and economically and in addition, permit the use of more objective measurements.

4. Direct Indirect observation: In direct observation the event or the behavior of a person is observed as it occurs. In contrast indirect implies that record of past behavior is observed. 5.Human Mechanical Observation: Another way of classifying observation is whether they are made manually or by machines. Most of the studies in marketing research based on human observation wherein trained observers are required to observe and faithfully record their observation. In some cases mechanical devices such as eye cameras and audio meters are used for observation. Q.4. Write short note 1) Telephone interview. 2) Personal interview Q.4. a) Compare Census and Sample Survey. A. Census: All items in any field of inquiry constitute a universe or population. A complete enumeration of all item in the population is known as census inquiry. When all items are covered high accuracy is obtained. Detailed information of respondent. Requires preparation of questionnaire, evaluation, relevance of secondary data, skilled researcher, deal of time, money and energy Great deal of difficulty because of resource involved.

Sample: A sample survey is a survey where a few number of sample are selected from universe and they represent the whole population. As few items are taken, it becomes less expensive Saves time and energy The survey of sample would be misleading and conclusion would not be arrived Researcher has short time which may not prove useful.

b) Explain sampling process. c) Discuss any one attitude scale. Q. 5. a) Explain data processing cycle. b) Explain any one probability and non-probability design. A. Probability design:

Simple random sampling: Simple random sampling is the simplest type of sampling in which we draw a sample of size n in such a way that each of N members of population has the same chance of being included in the sample. Most frequently used method for simple random sampling is the random number table. Other method is not so much practical but it can also be used. Suppose in a class 100 students are there out of which 10 students needs to be selected randomly we can select in an order of ID like 6, 16,,96. Simple Random sampling in practice: 1. When a small sample is needed from the list of sample frame. 2. The cost per interview is practically independent of the location of the sample item. Non Probability design Convenience: Researcher has freedom to choose whomever they find thus the name is convenience. Sometimes called grab of opportunity sampling this is the method of choosing items arbitrarily and in an unstructured manner from the frame. Though almost impossible to treat rigorously it is the method most comm0only employed in many practical situations. In social science research, snowball sampling is a similar technique where existing study subjects are used to recruit more subjects in to sample. c) What do you mean by Statistical estimation? A. Statistical estimation involves the estimation of parameters for a population from a sample. This can be illustrated best by examples. Suppose a department store is interested in setting up a branch in the suburbs of a metropolitan city and would like it to be situated in a locality where the average income of the inhabitants is more than the national average. It will be too expensive apart from being extremely time consuming, to contact each household in that locality to find out its income and then to compute the average income of households. In such a case a sample of households is chosen, these households are contacted and the sample average income is

computed. This sample average is then taken as an estimate of the average income of households in that locality. Apart from knowing the average household income in the locality the department store may be interested in knowing the variability of the incomes. This would give it some idea of the price range of the products it should sell. Since it does not know the dispersion in the household incomes in the population it may use the sample standard deviation instead. In both these examples a sample value has been used as an estimate of the population parameter. In the first example the sample mean is used as an estimator of the population mean. In the second example, the sample standard deviation is used as an estimator of the population standard deviation. A point estimate is a single number estimate and is the simplest to calculate. However it will be only by chance that such a point estimate will be the same as the population parameter. This is because a number of samples of a given size can be drawn from the same population and these samples will give different point estimates of a true population parameter. This poses a problem as to how one can ensure a good estimator. Q. 5. a) Explain types of question. A. Types of questions are as follows: 1. Open ended questions: these are questions where respondents are free to answer in their own words. 2. Close ended question: it present a set of fixed alternative from which proper alternative can be chosen. 3. Dichotomous: structured questions with only two response answer or alternative.

4. Direct and indirect questions: direct question is one which can be

asked and can be answered directly. Question carries a very clear indication such question can be answered exactly and easily as it is free from ambiguity. While indirect question are asked indirectly to allow respondent gazing and perceives the situation differently as per personality characteristic. 5. Scale type question: Scale type question are very popular in conducting marketing research. Respondent are given the range of categories in which to express their opinion. Scale is used to measure level or degree of attitudes or agreed upon opinion.

6. Descriptive question: Descriptive question can be attended by

descriptive answer. It needs the detailed explanation. At the end of every descriptive question adequate space has been given to write the answer.

7. Short question: Short question can be answered just by writhing words.

Question may be lengthy but can be answered by one or more words. 8. Rank order list: Here the respondents are asked to rank options from the most important to the least important option.

9. Check list: Such question involves more option and can be answered
by selecting one or more options.

10. Multichotomous: Such types of questions involves more options may

be 5 or more and respondent are asked to select anyone by tick mark. They are not required to write any word.

b) Prepare a questionnaire on consumer attitude regarding e-banking. Q.6. Write notes 1) Audience for research report 2) Measures of central tendency 3) Format of research report.