Rubric assignment 1

Rubric for Assignment 1

By Rama Krishna Kompella

Instructions

• The objective of the assignment (in-class exam) is to make sure you recollect what is asked, rather than just write the answers without thinking

• Instead of coming up with rote / by-hearted lines, try to come up with explanations in your own words

Instructions

• The aim of the test is to know– How well you understood the concepts discussed

in the class– How well you can integrate them – How you can use the concepts in some real life

situations

Question 1• You have been hired by a company which is

planning to enter the textile market offering uncrushable/wrinkle free shirts for the working executives. How would you define the marketing research problem in this case.

Question 1

• In order to answer this question, you need to know the steps the company should follow in order to define its research problem

• Explain each step within the context of the company’s situation

Question 2

• Explain ‘Validity’ & ‘Reliability’. What difficulties can a manager face while applying scientific methods to marketing research?

• You need to first explain the terms, and their relevance when used in research

• Have to provide at least one example for each and contrast both of them

• Give real life issues which a manager might face while applying scientific methods

Question 3

• Write short notes on:– Methods of data collection in survey research.– Secondary data analysis

• Provide a list of various data collection methods used in survey research

• Explain each method along with the prerequisites to use the method

• Limitations of each method

QUANTITATIVE RESEARCH - SURVEY

Traditional Telephone

Computer-Assisted Telephone Interviewing

Mail Interview

Mail Panel

In-Home By appointment

Random Personal Interviewing

E-mail Internet

Survey Methods

Telephone Personal Mail Electronic

What is Secondary Data?

• Data gathered and recorded previously for purposes other than the current project.– Usually historical and already

assembled– Require no access to respondents or

subjects

A Comparison of Primary and Secondary Data

__________________________________________________________________________

PRIMARY DATA SECONDARY DATA

________________________________________________________________

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid and easy

Collection cost High Relatively low

Collection time Long Short

______________________________________________________________________

Table 4.1 A Comparison of Primary and

Secondary Data

Advantages• Time savings• Relevance• Availability• Obtainable in a short period of time• Low cost• Accessibility• Complements primary data

Disadvantages• May be inaccurate• May be inconsistent• Inconvenient to compare• May be inaccessible• Outdated information• Collected for a purpose other than the

purpose at hand• Variations in definitions of terms• Different units of measurement

Is the Secondary Data appropriate for your study?

• Is the subject matter consistent with your problem definition?

• Do the data apply to the population of interest?• Do the data apply to the time period of interest?• Do the data appear in the correct units of

measurement?• Do the data cover the subject of interest in

adequate detail?

Question 4

• Distinguish between exploratory, descriptive and cross-sectional designs. Give suitable examples for each. Do not copy paste the examples already provided in your textbook

• Need to explain each design of research• Explain the differences among the methods,

and the circumstances in which each design is used

• An example for each design

Case Study – Konika case

• You need to do some background research regarding the industry in order to come up with proper research questions and hypotheses

• The list of problems as well as research proposal needs to be as comprehensive as possible

• If required you can write some stuff in advance while writing your proposal

Case Study – Konika case

• In order to gain some understanding about the components of a research proposal, a guideline is provided, for your reference and will be posted on Facebook also

• The document will be just a guideline, and you need to use it as a framework for your report

The Components of a Research Proposal

1. Title page of the research proposal• A research proposal should be submitted with a title

page on which full particulars pertaining to the following appear: the name of the researcher; student number; course; and the following wording:

• Research proposal in preparation of a research project with the following proposed detail:"..... “

• For example: "Consumer profiling and segmentation in the area of used cars in the city of Hyderabad"

• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

2. Introduction• Emphasise the importance of the proposed research

and describe the research topic or theme. This is usually done in one or two paragraphs.

• In all cases it should be stated whether a relationship exists between the proposed research and research undertaken before. If no such research has been undertaken previously, this should be pointed out.



3. Motivation• Present, as clearly as possible, the source of interest in

the topic or theme. Also motivate why the topic justifies the research.

• Indicate what is proposed with the research. For example, the topic was selected because of practical problems experienced in the particular field.



4. Preliminary survey/scrutiny of relevant literature• Indicate that a literature survey was undertaken and that it

enabled the researcher to demarcate the research problem clearly.

• Explain that relevant publications (books, legislation, documents, files, etc.) have been consulted to determine whether the envisaged research is not a duplication of previous research.

• However, bear in mind that the actual research will often require more than a survey of relevant literature. Therefore, it is necessary also to indicate the other sources from which data will be obtained



Factors affecting Konica• Quality of the product• Price• Promotions• Image of the product• Communication• Availability

5. Problem description/statement• Give a clear and concise description of the research

problem or question. • The researcher should denote exactly what he or she

intends to do and what he or she wants to achieve with the research. This description will later serve as the point of departure for the wording of the title of the research paper, dissertation or thesis.



6. Formulation of a hypothesis• Formulate a hypothesis which will form part of the

research proposal. Indicate whether the hypothesis is inductive or deductive. Also indicate which variables apply.



7. Research methodology (This is also referred to as the strategy for research)

• Clearly indicate – the methods of data collection either within a quantitative or

qualitative methodology– as well as the techniques for data collection, e.g. questionnaires, and

measurement (the validation of the techniques). • Indicate whether field workers will be used to collect data

and whether computer programmes will be employed to analyse the data.



• The researcher should also indicate in this section of the proposal which strategies will be followed during the research (i.e. the actions and their sequence)

• For example, a questionnaire will be constructed first, then the data will be analysed, followed by the writing of the relevant chapter. Motivate the particular actions and their sequence, and give target dates for their completion.

• Identify the target population (universe), i.e. the respondents and the sample sizes.



Questions?

Technology

Rubric assignment 1