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AMITY SCHOOL OF DISTANCE LEARNING Post Box No. 503, Sector-44 Noida – 201303 Marketing Research Assignment A Marks 1o Answer all questions. 1. “Food Mania” is a chain of fast food restaurants located in major metropolitan areas in the south. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first they want to know more about their customers and their preferences. a) List two Hypothesis b) What kind of research design is appropriate? Why? 2. Develop a plan for conducting a focus group to determine consumers’ attitudes towards and preferences for imported automobiles. Specify the objectives of the focus group, write a screening questionnaire, and develop a moderato’s outline. 3. You are in the marketing research department of a firm specializing in developing decision support system (DCS) for the health care Industry. Your firm would like to measure the attitudes of hospital administrators towards DSS. The interview would be conducted by telephone. You have been asked to develop an appropriate scale for this purpose. Management would like you to explain and justify your reasoning in constructing the scale. 4. After receiving some complaints from readers, your campus newspaper decides to redesign its front page. Two new formats B and C were developed and tested against the current format, A. A total of 75 students were randomly selected and 25 students were randomly assigned to each of three format conditions. The students were asked to evaluate the effectiveness of the format on an 11-point scale. ( 1 = Poor, 11 = excellent ) a) State the null hypothesis b) What statistical test should you use? c) What are the degrees of freedom associated with the test statistic?
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5. Describe the appropriate target population and the sampling frame in each of the following situations: a) The manufacturer of a new cereal brands want to conduct in home product usage test in Chicago. b) A national chain store wants to determine the shopping behavior of customers who have in store charge card. c) A local TV station wants to determine households’ viewing habits and programming preferences. d) The local chapter of the American Marketing Association wants to test the effectiveness of its new member drive in Atlanta. Assignment B Marks 10 Answer all questions. 1. Develop a series of questions for determining the proportion of households with children under age 10 where child abuse takes place. Use the randomized response technique. 2. A manufacturer would like to survey users to determine the demand potential for a new power press. The new press has a capacity of 500 tons and cost $225,000.It is used for forming products from lightweight ad heavyweight steel can be used by automobile, construction equipment and major appliance manufacturers. a.
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