DR. K. N.

MODI UNIVERSITY, NEWAI

MBA III Semester 1st mid Term Examination-2012
MARKETING RESEARCH (02MBM304) SET A

Max Marks: 40 (5*8=40) Note: Attempt any 5 questions All questions carry equal marks.

Time: 2 Hrs

Ques1) Explain different sources of data in detail? Ques2) What are the requirements of a good questionnaire? Ques3) Write short notes on the following a) Questionnaire method of data collection b) Market segmentation Ques4) Market research helps in business planning, comment & give examples in support of your answer? Ques5) Explain market research process in detail? Ques6) Differentiate between the following a) Scientific v/s non scientific method b) Quantitative v/s qualitative method Ques7) Case Study: Transitional Housing incorporation(THI) is a local nonprofit organization located in Madison, Wisconsin. THI provides assistance to homeless and very low-income individuals and families in finding emergency shelter, food, employment, transitional housing and affordable apartment housing. These services are provided through four basic THI programs. See exhibit below for details: (a) The Drop-In Shelter: An emergency drop\u2014in shelter for men located at Grace Church. (b) The Hospitality House: A day shelter for homeless and very low income men and women. (c) The Transitional Housing Program: Provides transitional living arrangements for families and single men for six months or more depending on the needs of the individual/family and the unit. (d) The Housing Opportunity Program: Helps families in obtaining a lease.

As part of its planning, the board of directors of THI was interested in determining ways to improve the organization\u2019s services. Their original thought was to conduct a survey of organization\u2019s paid staff, volunteers, and guests (the homeless staying at THI or using its facilities or services), to determine which programs of THI they found particularly useful, which should be revised, and what other programs or services might be of more assistance to guests. However, the analysis of THI\u2019s internal statistics and other published data indicated the need for THI to narrow its focus. Specifically, internal information indicated the number of agencies serving the male homeless population was decreasing. Moreover, THI was currently the only Madison shelter that served the male homeless population, and this community appeared to be undeserved. In fact, the number of homeless men staying at THI\u2019s Drop\u2014In Shelter had increased 89 percent, from 60% three years ago to 1,146 the past year. This was partly due to the closing of other Madison male shelters in the last three years. Finally, the THI shelter was filled beyond its capacity of 66 men per night. During the winter, there were frequently more than 90 men staying at the Drop-In Shelter on any given night, with many of them sleeping on the hallway floor. Given this information, the board of directors decided to use the organization\u2019s limited resources to focus first on the Drop\u2014In Shelter. More specifically, the board asked for an evaluation of THl\u2019s current facilities and the services for the homeless as well as a determination of what future services and facilities it should try to provide. (a)What is the research problem? (b)How should the research be structured? (c)What kind of research design would be appropriate for this purpose? (d)What information would you collect for this research problem?

DR. K. N. MODI UNIVERSITY, NEWAI

MBA III Semester 1st mid Term Examination-2012
MARKETING RESEARCH (02MBM304) SET B

Max Marks: 40 (5*8=40) Note: Attempt any 5 questions All questions carry equal marks.
Ques1) CASE STUDY

Time: 2 Hrs

Jatin Khanna, owner of a company having chain of restaurants catering to business segment in North India wants to start one in South Mumbai. Before starting, in addition to location, viability, he wants to conduct a market research of the executives/employees of various corporates, in the South Mumbai area to know about their eating habits, preferences, entertaining lifestyle, etc. You have been hired to conduct the marketing research to get the following answers: (a)What is the marketing problem? (b)Given the profile of the target market, what should be your structure of research design? (c)Draw a sequence of questions you would use in getting the information relevant to the problem. (d)What could be the secondary source of information for the research study? Ques2) Design a service feedback questionnaire for a fast-food outlet? Ques3) Write down difference between the following a) Primary data v/s secondary data b) Marketing v/s marketing research Ques4) Market research doesnt represent true information, discuss with the help of suitable examples? Ques5) Write short notes on the following a) Marketing information system b) Applied research

Ques6) What is the role of internet in marketing research? Ques7) Explain the process of market information system in brief?