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Unformatted text preview: BITS, PILANI — K. K. Birla Goa Campus First Semester 2015-2016
COURSE N 0: ECON F435 COURSE TITLE: Marketing Research
Test 1 Maximum Marks: 40
Date: 21-09-2015 Time; 8:30-9:30AM Answer all questions 1. (a) Micromax wanted to introduce a new smart phone targeted to the needs of young generation.
Design a marketing programme in terms of marketing mix elements for this new smart phone 
(b) Akash is a marketing manager at Micromax India and has been entrusted with the
responsibility of determining competitive position of the company in terms of market share and
brand loyalty with respect to Smartphone product segment. How should Akash proceed? Identify
the general steps to be taken in this marketing research process.  A pro-life group wanted to test the effectiveness of an antiabortion commercial. Two random
samples, each of 250 respondents, were taken in North Goa; One group was shown the
antiabortion commercial. Then, attitudes towards abortion were measured for respondents in both
groups. (a) Identify the independent variable and dependent variable in this experiment. (b) What
type of design was used and describe it symbolically. (c) Suppose the respondents had been
selected by convenience rather than randomly, what type of design would result? [2+4+2] (a) Ian wants to conduct a survey to determine the usage patterns for a product. However, he
is uncertain about the method of administering the questionnaire. Based on the different
demands given in each situation below, identify the best (most suitable) survey method. 1. Wide variety of questions is to be asked 2. Low cost . 3. High response rate 4. Fast data collection 
(b) Marketing manager of a local soft-drink brand N-jal, wants to see the user behavior while they
purchase the product in stores. Identify the type of data collection technique being used in this case and its advantages and disadvantages. [2+4]
(a) For the purpose of generating insights on a soon-to-be launched perfume, Mankind Pharma
summoned a group of 8 respondents. They were asked to debate on the attributes needed
in a perfume. The duration of the session was of 2 hours and it was conducted by a moderator, who probed the respondents by asking about diverse attributes. Identify the type of research data collection technique used in this case and list its advantages and disadvantages.
[2+4] (b) Differentiate between management decision problem and marketing research problem and state the research problem for the following management decision problem. Management decision problem: should a new product be introduced?  ————————————————————————————————————— The End BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE-PILANI
K K BIRLA GOA CAMPUS First semester 2015-2016 TEST 2
COURSE NO: ECON F435 COURSE TITLE: Marketing Research
DATE: 27-10-2015 . TIME: 8:30-9:30 A.M . MAXIMUM MARKS: 40 Answer all questions 1. (a) Asus, a company known for its electronic competency, conducted a random survey
recently and response rates were less than 20%. On analyzing the reasons, they found that
the respondents were unwilling to answer the questions owing to the questionnaire content.
How can this problem be overcome? 7  (b) A video gaming company wants to introduce a new product into the market and have
designed a scaling technique to gather data. 100 points will be given to each respondent and
they will be asked to allocate the points amongst ﬁve criterions. Based on the attribute that
receives the highest average preference, the company will accordingly place great emphasis
on it. Identify the type of scaling technique used and its advantages and disadvantages.  (c) Construct a semantic differential scale to measure attitude towards SBl branch at BITS—
Pilani, Goa campus. \  (3) Identify the type of sampling techniques used in each of the following scenarios  1) Target population is divided into mutually exclusive subpopulations or units. Then, a
random sample of units is drawn and respondents are selected from these units. 2) 20% of the respondents must be Tamilians.
3) Sample is selected by starting at a random point and then picking every ith in succession. 4) Based on the knowledge of the researcher, the population elements are selected (b) Determine the type of measurement scale used in each of the following marketing
research questions  1) Indicate the number of employees working in your ﬁrm 2) Indicate the overall satisfaction from product usage on a scale of 1 (extremely bad) to 5
(extremely good) 3) Rank the following beverages in the order of your preference- Coca-Cola, Pepsi, Fruity,
Maaza, Slice 4) Answer with a yes/no- Were you satisfied with the quality of our service? 1 3. (a) A computer retailer in a large city wanted to see whether the purchase of Apple computers
by families was associated with whether or not families had children living at home. A random
survey of 900 families in the city showed that 300 had children living at home. The survey also
showed 40 percent of families with children owned apple computers, where as 30 percent of
families without children owned Apple computers. Is there any statistically signiﬁcant
association between children living at home and Apple computer ownership at 1% level of significance?  (b) ABC Company is currently selling Brand Z through 3000 retail outlets across India. To
strengthen Z’s Market position, ABC’s objective is to make it the highest selling brand in each
of the 3000 outlets. To achieve this goal, one of ABC's option is to cut retail selling price of 2.
However, it wants to cut the retail price only if analysis of last year sales indicates that Z is not
highest selling brand in more than 50 percent of the stores. In its decision making based on
sample information, ABC does not want more than a 5 percent chance of cutting price when 2
is indeed the highest selling brand in at least 50 percent of the 3000 stores. Suppose ABC
picks a random sample of 400 stores and finds that Z is not the highest selling brand in 210 of
them. Should the price be cut based on this sample information?  \ --------------------—--—-—---—--—--------------—-The End --------------------------------------------------- BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE-PILANI
K K BIRLA GOA CAMPUS
First semester 2015-2016
Comprehensive Examination (CLOSED BOOK) COURSE NO: ECON F435 I COURSE TITLE: Marketing Research DATE: 02-12-2015 (AN) MAXIMUM MARKS: 80 __________.__________________.___———————
Answer all questions 1. (a) Discuss similarities and differences between ANOVA, regression analysis and discriminant
analysis.  (b) An automobile insurance company wants to estimate from a sample that what proportion of
its thousands of policy holders intend to buy a new car within the next year. How large a sample
is required to be able to assert with 95% confidence that the sample proportion and true
proportion will differ by less than 0.03? [Assume 1t=0.5] 7  2. (a) Mention any 4 applications of conjoint analysis  (b) The potential customers classiﬁed the product into good or bad based on X1 and X2. The
data is given below. Develop a discriminate function of customer rating in terms of X1 and X2.
Determine mean discriminate score for good product. Determine mean discriminate score for bad
product. Would you classify a product with X1=7 and X2 = 6 into good product or bad product?  Ratin_
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D. \l [El
_ﬂ 3. (a) Present the classiﬁcation of clustering procedures  (b) XYZ Company was interested in evaluating effect of product design and price on sales. For
this company selected 9 stores which have historically similar sales. Design A is placed in 3
stores randomly selected from 9 stores. Product is priced at Rs 5 in ﬁrst store, Rs 5.50 in second store and Rs 6 in third store. Design B and Design C are similarly placed in 3 randomly selected
stores each. Weekly sales are monitored with the results shown below. Test whether is there any change in sales due to change in price and change in design?  (a) Videocon, a leading Indian company, has a strong presence in the Indian Direct—To-Home
(DTH) satellite television market. However, the company faces stiff competition from
competitors such as Tatasky and Airtel DTH. Videocon now plans to introduce new regional
charmel pack for southern region, so as to create a niche market for itself. It ﬁrst wants to
undertake a marketing research study to determine the feasibility of introducing these channels.
Identify and explain the steps in this marketing research process  (b) A startup company wants to conduct a survey to determine the consumer preferences. It
wants to ensure that the response rate is as high as possible. Identify suitable survey method that
the company can choose in this case and list out its advantages and disadvantages [2+5+5] Akshay, a marketing manager, has been entrusted with determining the feedback for a newly
designed product. His team is split up on the data collection technique they must use to gather
respondent insights. One group feels that a discussion must occur, regulated by a moderator who
will ask speciﬁc questions. The other group feels that detailed individual interview of each
respondent must be taken to gather insights on the product. Identify the two data collection
techniques suggested and list out their advantages and disadvantages [2+5+5] Ford, an automobile giant, wants to conduct a marketing survey to determine brand composition
and brand popularity in the market and factors that inﬂuence buying decisions of customers.
Design a questionnaire for this purpose consisting unstructured question(s), rank order
questions(s), dichotomous question(s), likert type question(s), and constant sum scaling type
question(s).  --.-------- ----------------------- The End --------------------------------------- - ...
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- Spring '16
- Marketing, Birla Goa Campus, data collection technique, management decision problem, highest selling brand