ADMIT CARD
Final Examination, Summer 2021
ID : 211600007 – E328 Faculty : Business
Name : RIFA ASIFA Program : MBA (Regular)
Course Code
Course Name
Attendance
Credit
BUS 502
Business Law & Ethics
90.91%
BUS 504
Research Methodology in Business
100%
FIN 512
Financial Market & Institution
100%
FIN 513
International Finance and Banking
100%
Instruction for Examinees:
* Examinees should enter the examination room / hall before 10 minutes of starting of the examination
* No examinees shall be allowed to sit for the examination without Admit card
* No Examinees shall be allowed to carry any papers except admit card
* Cellular phone will not be allowed in the examination room / hall
(Controller of Examinations)
80% class attendance is mandatory to sit for examination.
Final Exam Answer Script
Submitted by
Rifa Asifa
Id: 211600007
Submitted to
Ms. Parisa Islam
Associate Professor
Faculty of Business Administration
Course Title: Research Methodology in Business
Course Code: BUS 504
Section: 1
Answer to the question no. 1.a)
Q1.a) Secondary Data: Secondary data is research data which has previously been gathered by
others and can be accessed by researchers. Secondary data has been already collected by and
readily available from other sources. Such data are cheaper and more quickly obtainable than the
primary data and also may be available when primary data cannot be obtained at all.
Objectives of secondary data studies: 3 Objectives of secondary data studies are given below:
Fact-finding
Model building, and
Database marketing
Fact-finding: It is the simplest objective of secondary data studies. Fact-finding refers to
the gathering of information. It is often part of an initial mission such as preliminary research, to
gather facts for research. Fact–finding is the discovery stage.
3 common objective under fact-finding are given below:
Identification of consumer behavior for a product category: Objective for secondary
data studies could be discover all the necessary information about the consumption
behavior of consumers for a product category or to discover demographic trends that will
affect the industry.
For example, Bata a shoe selling company can compare its internal inventory data and
external data to see the price whether Bata is selling their shoes in higher price than their
competitors or whether Bata need to change their shoes design according to their consumers
need.
Trend Analysis: Another objective can be researchers should constantly observe the
market trend and environment. Trend analysis include market tracking. Market tracking
is the analysis and observation of trends about market share, brand share, industry
volume, how much products are selling in the industry. It compares the sales with its
competitors, also compares sales with its own sales over the time period.
For example, Agora can compare the sale of its Tropicana juice relative to the all Juice items
available in Aagora over the 5 years period and find that the sales of Tropicana juice has
decreased over the 5 years.
Environmental Scanning: Fact finding also includes to scan the environment to find out
the trends. Environmental scanning includes gathering of essential information and fact–
finding design to indicate environmental changes in the primary stages of development.
Internet information technology that automatically delivers content to the researchers or
managers desktop, helps environmental scanning.
For example, Aarong can easily check their sales data of Women’s section to find out whether
the sales has been increased or decreased over the time.
Model building: Model building is the second objective of secondary data which is more
complicated than fact finding. Model building is the use of secondary data to help specify
relationships between two or more variable. It involves the development of descriptive or
predictive equations.
3 common objective under Model building are given below:
Estimating market potential for geographical areas: Business researcher use
secondary data for estimating their market potential for geographical areas.
For example, Coca Cola can do projection in some specific area to find out in which areas people
consume more Coca Cola. By doing this Coca Cola can invest more in those geographic area
where people consume more Coca Cola that means where potential market is high Coca Cola
should invest there.
Forecasting sales: Sales forecasting is the process of estimating future total sales by
using past sales record.
For example, Frutika can use its past sales data which is readily available to Frutika to forecast
its future sales.
Analysis of trade areas and sites: Often business researchers analyze their trade areas
and use site analysis techniques to find out which area will be the best for opening their
shop. The index of retail saturation describes the relationship between the retail demand
and the retail space.
For example, Raymond wants to open a new shop in a new area. For that Raymond will calculate
index retail saturation and by calculating it Raymond will find out in which area’s there will be
highest market potential. In that areas Raymond will open new shop.
Database marketing: Database marketing is a direct marketing and a systematic approach to the
gathering, consolidation and processing of consumer data. Database marketing may be called
customer relationship management. CRM (customer relationship management) systems are a
decision support system that manage the interactions between an organization and its customers.
It involves collecting customer data like names, addresses, emails, phone numbers, transaction
histories, customer support tickets, past purchases, responses to past promotional offers, and
other relevant data such as demographic and financial data. Database marketing also contains
how much a customer has purchased in past.
Answer to the question no. 1.b)
Q1.b) Personal Interview: A personal interview is a face to face interview that has a standard
structured questionnaire (or interview schedule) to ensure that all respondents are asked the same
set of questions in the same sequences. It is a two-way communication initiated by an
interviewer to obtain information from a respondent.
Advantages of Personal Interview: A personal interview provides various advantages. They are
given below:
Opportunity to feedback: In personal interview there is a scope for the feedback and
clarification. For example if a respondent does not want to share any sensitive
information the interviewer can assure the respondent that the sensitive information will
not be provided to others. In this way the interviewer can clarify the doubt of the
respondent for sharing his or her information. If the respondents find some questions are
confusing, the respondents can provide immediate feedback to the interviewers as the
interview are taken face to face and the interviewer can change the question that will be
easy to understand for the respondent.
High Response Rates: In personal interview respondent provide a higher response rate
than the mail questionnaire. Because respondents are more likely to readily answer face
to face questions about the subject (for instance, a product) simply because they can