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Define marketing research and explain its importance for marketers. Give examples to illustrate.
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Make a set of recommendations designed to help avoid some of the common pitfalls in designing a market research questionnaire. Use
examples to illustrate.
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Stellar, a men's clothing store chain has been witnessing declining profits in the last two years. The stores have been known for their high quality apparel, but
have been some what conservative with regard to their product line store décor,
advertising and other promotions. However, the market is increasingly becoming
highly competitive as many apparel outlets are coming up with product lines
aimed at the young, fashion conscious buyer. The Chief Executive of Stellar is
planning to make the chain's product line more trendy so as to appeal to young
adults. However, before doing this, the Chief Executive thinks that it would be
appropriate to conduct some market research to understand the current status of
his chain of stores.
(a) Prepare a statement of research purpose and research objectives for the
study
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Stellar, a men's clothing store chain has been witnessing declining profits in the last two years. The stores have been known for their high quality apparel, but
have been some what conservative with regard to their product line store décor,
advertising and other promotions. However, the market is increasingly becoming
highly competitive as many apparel outlets are coming up with product lines
aimed at the young, fashion conscious buyer. The Chief Executive of Stellar is
planning to make the chain's product line more trendy so as to appeal to young
adults. However, before doing this, the Chief Executive thinks that it would be
appropriate to conduct some market research to understand the current status of
his chain of stores.
Design a detailed research study to meet the research purpose.
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Explain with suitable examples the applications of marketing research in the various stages of the marketing management process.
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Describe the different types of research design and the basic purpose of each
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Briefly describe the different sources of experimental errors.
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Describe the various steps in the sampling process.
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Distinguish between: Simple Random Sample and Systematic Random sample
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Distinguish between: Stratified Random Sample and Cluster Sample.
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Design a Likert Scale for measuring people's attitudes towards blood
donation.
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Discuss the problems encountered in attitude measurement.
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What are the advantages and limitations of observation as a data collection method?
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Explain with examples the process of data editing and coding.
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Describe the various steps in questionnaire design.
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Suggest the conditions under which the following tests would be
conducted.
(i)z test (ii) t test (m) Chi-square test (iv) One-way ANOVA
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Explain with suitable examples the application of any two multivariate analysis methods.
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Suggest a set of guidelines for effective report writing.
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Define Research and differentiate Market Research from Marketing Research
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Name five market research agencies in India which can be used by Indian corporate sector to carry out research.
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What constitutes a research problem? How symptoms are different from problem?
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What are the various sources of information to carry out research?
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Explain the difference between a management problem and a 'research problem' by giving suitable examples.
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Differentiate between Type I and Type ll errors.
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'Questionnaire Construction is much more of an art than science'. Discuss. Write the steps involved in Questionnaire Construction and discuss them using a suitable
example.
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What is the difference between sampling and census? What is sampling error and standard error?
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Write a short note Cluster Analysis
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Write a short note on Factor Analysis
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Write a short note on Two tail test
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Write a short notes on Stratified sampling
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What are the various methods of data collection? How primary data is different secondary data?
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'Marketing Research form the factual basis for all marketing decision making'.Comment and briefly explain the marketing research process.
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Indian Theatres know that a certain hit movie ran an average of 84 days in each city and the corresponding standard deviation was 10 days. The manager of the
Northern district was interested in comparing the movie's popularity in his region with that in all of the India's other theatres. He randomly chose 75 theatres in his region and found that they ran movie an average of 81.5 days.
State appropriate hypothesis for testing whether there was difference in the length of pictures run between theatres in the Northern district and all of India's other theatres.
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Indian Theatres know that a certain hit movie ran an average of 84 days in each city and the corresponding standard deviation was 10 days. The manager of the
Northern district was interested in comparing the movie's popularity in his region with that in all of the India's other theatres. He randomly chose 75 theatres in his region and found that they ran movie an average of 81.5 days.
At a 1% significance level, test the hypothesis
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How can sample size for research study be determined? Explain with the help of examples.
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A leading business magazine has about 15,000 subscribers. Every time at the timeof subscription renewals, the magazine makes a gift offer to it's subscribers who go
for three years subscription at one go. Past experience shows that about 30% of
such subscribers exist. The magazine would like to estimate with a confidence level
of 95% and with error limits of not more than 5% the number of people who actually availed the offer What should be the sample size?
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Discuss various types of reports used in business firms.
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Write detailed notes on Attitude measurement techniques
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Write detailed notes on Experimental Research Design
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Case Study
Kellogg's : From alumping to thumping
The Situation
Kellogg's is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bais, frozen waffles, meat alternatives, pie crusts, and cones, with projected annual sales of $10 billion and a maches-share of more than 30 percent in 2005. James Jenness, a chairman and CEO of Kellogg's takes pride in being a part of the Kellogg company because of the consistency of the decisions that are made within the company to promote long term growth of their business as well as serve the needs of their people and communities with such a large share of the market, one would think that Kellogg's is untouchable. However, Kellogg's faced a slump in the market. Its cereal sales were declining and it had to face the challenge of getting out of its slump. Kellogg's therefore turned to marketing research to identify the problem and develop served solutions to increase coreal sales.
Suggest the ways to obtain all information needed to address the management decision problem.
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Case Study
Kellogg's : From alumping to thumping
The Situation
Kellogg's is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bais, frozen waffles, meat alternatives, pie crusts, and cones, with projected annual sales of $10 billion and a maches-share of more than 30 percent in 2005. James Jenness, a chairman and CEO of Kellogg's takes pride in being a part of the Kellogg company because of the consistency of the decisions that are made within the company to promote long term growth of their business as well as serve the needs of their people and communities with such a large share of the market, one would think that Kellogg's is untouchable. However, Kellogg's faced a slump in the market. Its cereal sales were declining and it had to face the challenge of getting out of its slump. Kellogg's therefore turned to marketing research to identify the problem and develop served solutions to increase coreal sales.
Deline an appropriate marketing research problem that Kellogg's need to address,
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Case Study
Kellogg's : From alumping to thumping
The Situation
Kellogg's is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bais, frozen waffles, meat alternatives, pie crusts, and cones, with projected annual sales of $10 billion and a maches-share of more than 30 percent in 2005. James Jenness, a chairman and CEO of Kellogg's takes pride in being a part of the Kellogg company because of the consistency of the decisions that are made within the company to promote long term growth of their business as well as serve the needs of their people and communities with such a large share of the market, one would think that Kellogg's is untouchable. However, Kellogg's faced a slump in the market. Its cereal sales were declining and it had to face the challenge of getting out of its slump. Kellogg's therefore turned to marketing research to identify the problem and develop served solutions to increase coreal sales.
What role can marketing research play in enabling James Jenness to increase the sales Kellogg's.
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What is Research design Give the classification of research design with suitable diagram. Explain the potential source of error in Research Design.
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Define Marketing Research and give a relationship between marketing system, decision making process and information inputs.
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What is Sampling design process. Sampling frame. Explain with hypothetical example,Distinguish between satisfied and cluster sampling.
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What are the different Primary Scale of Measurement. Explain with one-one example.When is Simantic and differential scalelike it scale useful.
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importance of code sheet or data definition file.
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File important feature white designing Questionnaire and Interview Schedule.
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Importance of secondary data.
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field Editing and Central Editing
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Observation Method.
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What do you mean by multivariate techniques? Explain their significance in the context of research studies
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Explain application of factor and cluster analysis with the hypothetical example.
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Explain with the help of marketing decision situation in which correlation, simple and multiple regressions are used.
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Explain Types of Research Design?
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Explain Types of Non Probability Methods of Sampling,
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Explain Formation of Research Problem?
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Explain Cidster Analysis
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Explain Conjoint Analysis?
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What do you mean by Marketing Research? Briefly describe the different steps involved in a Marketing Research Process?
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Briefly Explain the Sources of potential errors in experiments?
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Define Marketing Information System?
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Explain objetives of Marketing Research?
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What do you mean by Sampling Designs? Describe the various steps involved in the Sampling Process?
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Define Measurement? Explain Briefly Measure sources of errors in Measurement?
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Explain Different Types of Scales?
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What do you understand by Attitude? Explain the main components of Attitude.
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Explain briefly Criteria for a Good Scale?
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Define Questionnaire? Explain the steps of Designing Questionnaire?
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Explain briefly problems in Editing?
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What are the different aspects of the Interviewer's Tasks?
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Explain various sources of Secondary Data?
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What are the Measures of Central Tendency?
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What do you mean by Research Reports? Explain criteria for Evaluating of Research Report.
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Explain various steps for Writing a Research Report?
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What is CHI-SQUARE Test? What are its uses?
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What is Regression Analysis? How is Regression Analysis useful in Marketing Research?
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a) What are the aims and objectives of marketing research? What are the steps involved in the research process?
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a) What is the value of information collected through research in decision making?How experimental errors can distort the decisions taken? Explain with example.
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a) What is sampling? What are the advantages of sampling? Also state its
limitations. How these limitations can be removed?
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a) What are the types of measurement scale? Discuss their usage with relevant examples.
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a) What are the sources of data collection? Explain in detail.
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a) What do you understand by sample design? What are its various types?
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a) What are the steps involved in writing a research report. Give the sample of a
research report.
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(a) Indicate true/false
i. Type I error occurs when we reject true null hypothesis
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(a) Indicate true/false
ii. Ratio scale has arbitrary zero point.
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(a) Indicate true/false
iii. Non probability sampling does not provide equal chance to each element.
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(a) Indicate true/false
iv. Quota sampling is a probability sampling technique.
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(a) Indicate true/false
v. Literature review is done on the basis of hypothesis framed.
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(a) Indicate true/false
vi Guttman scale is answered in Yes and No response formate.
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(a) Indicate true/false
vii. Research design minimize bias and maximize reliability
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(a) Indicate true/false
viii. In exploratory research design we explore current status of a research/person/event.
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Write short note on: (a) Determining the Sample Size
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Write short note on: (b) Types of Hypothesis
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Write short note on: (c) Measures of Dispersion
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Write short note on: (d) Observation Techniques
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Write short note on: (e) Attitude Scales
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Write short note on: a) Factor analysis
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Write short note on: (b) Conjoint Analysis
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Explain the various types of research designs and the situations when each is most likely to be used. Also identify the data collection methods
which are typically used under the various research designs.
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Distinguish between probability and non-probability sampling and describe any two specific techniques under each type.
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(a) Discuss the major challenges in measuring consumer attitudes.
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(b) Develop a 10-item Likert scale to measures consumer attitudes towards on-line shopping.
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Identify three situations when it would be appropriate to use observation as a data-collection technique and discuss the advantages and
limitations of the observation method in marketing research.
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Explain the various steps in hypothesis-testing using a suitable example to illustrate your answer.
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Write short notes on the following: (a) Factor Analysis
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Write short notes on the following: (b) Cluster Analysis
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Write short notes on the following: (c) Multi-Dimensional Scaling
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