1. a) Describe the different types of research proposals.

Solicited research proposal

This type of proposal is a document that is written to a finance institution to seek solution
to an existing research problem. The document is known as request for proposal. The
interested investigator later submits concept briefly outlining the solution to the problem.
The finance institution can request the investigator to submit full proposal for funding.
Unsolicited research proposal.
These are proposals that are written by an investigator consisting of the response to a
‘general call’ for proposals issued by a funding agency. It is necessary after finding out a
funding institution, you obtain all the ital. information on the grant programs.

b) Discuss the validity and reliability in market research.

Both validity and reliability are used to determine the quality of research. They indicate
how well the research methods were used to achieve the goals. Reliability shows how
consistently a method measures something. When the results are similar using the same
methods then the method is considered reliable. Reliability is ensured in the entire
research. Any tool used, it is necessary it provides precise and reliable data. Applying the
methods consistently is a way of ensuring reliability. This is applicable mostly when
there is involvement of multiple researchers. For instance it is necessary to use same
questions for each interview conducted. Moreover, standardization of the conditions of
the research is necessary. Keeping the circumstances consistent is a way of reducing
influence of external factors that may interfere with the results.
On the other hand, validity is how well a method measures what it is intended to
measure. High reliability is an indication that a method is valid. High validity
characterizes realism in the research. However, reliability on its own does not ensure
validity of a method. To ensure validity it is essential to choose appropriate methods of
measurements.it is important to choose the right method in order to measure what was
intended to be measured for instance to collect personal data , it is appropriate to use
 questionnaires. Additionally, use of appropriate sampling methods to select the subject is
an appropriate way of achieving validity. To achieve validity it is necessary to define
population for instance in terms of age, location and profession. Therefore, validity and
reliability in research is necessary for better results.

2. a) Describe the different marketing communication models.

There are two models that are functional in marketing communication, micro-model and
macro-model. The macro-model consist of nine elements. Sender and receiver are the
major elements in communication. Message and media are used as major tools in
communication. Encoding, decoding and response are the functions involved in
communication. Lastly, noise is a major element. It is characterized by the disruptions
involved while sending information from sender to receiver during the transmission.
The micro models of communication focusses on the responses of consumers to
communication. Micro models indicate that buyers pass through three stages which are:
cognitive, an affective and a behavioral respectively. Buyers’ perception is based on three
sequences which are “learn-feel-do”, this stage show that the customer has a high
inclusion in the business, the customer can feel differentiation. Do-feel-learn is a stage
that is necessary especially when the buyer is involved in participation and no distinction
is experienced “ learn-do-feel” show that a buyer has low involvement , hence feel the
difference of the product cluster. Consumers’ responses is highly recognized as an
essential activity in micro models of communication. Models or consumers are the
central participants in the micro-model communications.

b) Discuss the different ethical issues in marketing research.

Purpose and use of data.

The collected data should not be used for any other purpose other than the stipulated
research. Before research, the researcher should ensure they have consent of respondents.
The respondents should clearly understand the purpose of the research. The respondents’
information should be kept private from the public. The data from the respondents should
not also be used for any other research. in this case, the researcher plays a vital role in
assuring respondents for the security of their information
Force to answer
The researcher should not force the respondents to answer any questions. The
respondents should be willing to participate in the research process. The researcher
should take the initiative of explaining the importance of their answers to the respondents
for their research work. The researcher should not impel respondents to answer a
particular question. If the respondent is not comfortable with certain topics they should be
left alone.
Data confidentiality
It is necessary protect data from being accessed by other parties. A researcher or research
organization should protect data properly by use of passwords. Confidential information
should be kept private and confidential. Any client or an outsider should not access
confidential information and important information from the organization.
Personal or sensitive questions.
In case of personal or sensitive questions, the respondents should be offered time to think
about it and refuse to participate in the study. In case of personal information, researcher
or trained staff of the same sex can be used. In a scenario where the question is related to
female it is appropriate to use a female researcher. The use of same sex is a better way to
achieve objectives containing undisclosed information.
Unbiased and accurate.
A marketing research should collect accurate information and report to the organization
without any bias. A researcher should ensure collection of data that is reliable and
effective for use.