Solved Assignment July Dec 2016

MS-66 (Sample Copy)

Course Code

MS - 66

Course Title
Assignment Code
Assignment Coverage

Marketing Research
MS-66/TMA/SEM - II/2016
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1. a) What do you understand by the term Marketing Research? Why it is necessary for firms to seriously
consider and undertake research activities on a continuous basis? Elaborate with suitable example of your
choice.
Marketing research is the function that links the consumer, customer, and public to the marketer through information. This
information is used to identify and define ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- the application of theories, problem-solving methods, and techniques to
identify and solve problems in marketing. In order to offset unpredictable consumer behavior, companies invest in market
research.

Increased customer focus, demands for resource productivity, and increased domestic and international competition has prompted
an increased emphasis on marketing research. Managers cannot always wait for information to arrive in bits and pieces from
marketing departments. They often require formal studies of specific situations.
For example, Dell Computer might want to know -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------performed internally or externally, is called marketing research.
The marketing research process consists of four steps: defining the problem and research objectives, developing the research plan,
implementing the research plan, and interpreting and reporting the findings.

Need of Marketing Research is undertaking is an organizations

It is not at all unusual for marketing managers to neglect to tell the researcher the precise purpose of the research. They often do
not appreciate the need to do so. Instead, they -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------coffee they drank, at what times of day, with meals or between meals, instant or ground coffee,
which other beverages they preferred and so on. In response, the research organisation developed a set of wide-ranging proposals
which included taking a large random sample of young people.
In fact much of the information was interesting rather than important. Important information is that information which directly
assists in making decisions and the ICO had not told the research company the purpose of the research. The initial reason for the
study had been a suspicion, on the part of the ICO, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------habits rather than coffee drinking habits.
Unless the purpose of the research is stated in unambiguous terms it is difficult for the marketing researcher to translate the
decision-maker's problem into a research problem and study design.

The need to set a time horizon for marketing research

Inevitably there are deadlines which the -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, and gives rise to less precise information but delivers the results on schedule.
A resource allocation, including the budget and facilities
There are essentially two approaches to establishing the resource allocation to a particular marketing research exercise.
Management can start with the problem and ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

--------------------------------------is required to reach a satisfactory conclusion but if the research proposal is well thought out and
persuasively presented some concessions can be obtained.
Whichever the approach to resource allocation adopted, it is imperative that the researcher is aware of the financial and other
constraints within which he/she must complete the work.
A reporting period
The researcher must also know from ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------nature and size of the group) or an individual.
In addition there are several characteristics of a good research brief and these are that it:

means ------------------------------------------------ concerned

does not ---------------------------------------------- information
defines ------------------------------------------------- to be measured
identifies ------------------------------------------ to be measured
specifies the ---------------------------------------------------------- within the main results
specifies an order of priorities ----------------------------------------------------------------------------- data for subgroups, and
Does not pre------------------------------------------------------------------------------- and procedures.

The research proposal

Having received the research brief, the --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- in figure below. These are only briefly discussed here since the remainder of this
textbook consists of a detailed explanation of each step.

AREAS OF MARKETING RESEARCH

Applications ---------------------------------------------------------------------- into two broad areas:
1. Strategic
2. Tactical
Among the strategic areas, marketing ------------------------------------------------------------------------------------------------------------------------------- studies, identification of target markets for a given product, and positioning strategies identification.
In the second area of tactical applications, we would have applications such as product testing, pricing research, advertising
research, promotional research, distribution -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------applications than strategic applications because these areas can be fine-tuned more easily, based on
the marketing research findings. Obviously, strategic changes are likely to be fewer than tactical changes. Therefore, the need for
information would be in proportion to the frequency of changes.
The following list is a snapshot of the kind of studies that have actually been done in India.
1. A study of consumer buying habits for detergents------------------------------------------------------------------ and so forth.
2. To find ----------------------------------------------------------------------------------------------- in Mumbai city.
3. To determine which of the three ----------------------------------------------------------------------- to have in a toilet soap
4. To find out what factors --------------------------------------------------------------------------------- control equipment)

5. To find out the --------------------------------------------------------------------------------------------------------- for a car brand

Examples of Research in Marketing

As noted, marketing research is undertaken to -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------area. Many of the issues listed under Types of Research are
discussed in greater detail in other parts of the Principles of Marketing Tutorials.
Marketing Decision

Types of Research

Target ------------------------

sales, market size; --------------------------------------------------------------------- behavior,

customer satisfaction, website traffic

Product

product -------------------------------------------------------------------------------------------------------- selection; brand recognition, brand preference, product positioning

Distribution

distributor
--------------------------------------------------------------------------------------,
retail store site selection

Promotion

advertising recall; advertising -------------------------------------------------------------------compensation, traffic studies (outdoor advertising), public relations media placement

Pricing

price -----------------------------------------------------------, discount options

External Factors

competitive ---------------------------------------------------------- and cultural trends

Other

company --------------------------------------------- marketing

==========================================================================================

b) Make a visit to any firm/company from you location on you are associated with and try to study how
marketing research activities are being initiated, conducted and implemented in the firm. Report your
observations and offer your recommendations accordingly.
The organization I am referring here is Richardson Hindustan Limited now Proctar & Gamble India Ltd. We would consider
the ---------------------------------------------------------------------------------------------------------------------- following reasons:
1- For the first time Cough drops/-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------figure of 200% in test markets during the Vaporub 60 Gm Inhaler offer..
2-

It is important to note that during -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the sales promotion programme.

3- In case of Vaporub 60 Gm, consumer got a fantastic 30% worth of purchase as a free offer.
4-

This offer had been supported with fantastic point of sales and media in selected areas.

The Company (RHL now P&G India Ltd.) is highly professionalised in its marketing setup and uses the modern tools of
evaluation. It does compare the -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------leader in this product, head and shoulder above its main competitors namely Amrutanjan and
Rubex.

Before giving the quantitative evaluation of this ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------data with regard to sustained market share, distribution and stock turnover
ratio of RHL (now P&G India Ltd.) in comparison with Amrutanjan and Rubex is given below (sufficient gap in time was
given after the campaign was launched).

It may be seen from above that RHL was not ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------achievement was entirely due to its sales promotion programme and incentive offers incorporated in
the scheme as discussed earlier.
ii) With regard to the number of retail outlets (urban) RHL had 179 thousand outlets at the National Urban Market as against 121
thousand outlets of Amrutanjan and 24 thousand outlets of Rubex.
iii) If we define the stock turnover ratio index as

The interpretation is that the Stock Turnover Ratio of Richardson Hindustan Ltd., was 146 times as that of competitors or
RHL was able to turn out a sales volume of 146% of its competitors.
To sum up, the present sales ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of jars and sustained market share as well as an independent franchise for inhaler.

Marketing research activities in RHL1-

New product launching and test marketing in India, require --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------this type of study involves experimental research,
analysis of variance is the appropriate tool to use.

2-

Measuring the advertising and sales promotion effectiveness ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. It is important that one should test the significance statistically.

3-

Media planning and determination of media mix is being ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

-------------------------------------------------------------------------------------------model" is perhaps potentially the answer to the

problem of media mix.
4-

Communicating research offers good scope for ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------analysis to classify the consumer into two groups-one which
has understood the campaign - another which has not understood the campaign.

5-

Plethora of marketing data bewilders --------------------------------------------------------------------------------------------------- the data and reduce them into fewer factors for analysis. Stepwise regression can also be used for this purpose.

It may be mentioned here that the above --------------------------------------------------------------------------------------------------------------------------------------------- the above mentioned applications are the typical areas of potential applications.
Consumer Research' illustration on refined oil has focused on problems concerning consumer buying behaviour and the
strategies needed to take ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------aspect of communication research and using simple calculation in the context of evaluating the
campaign.

The illustration is on the sales promotion campaign launched by RICHARDSON HINDUSTAN' or VICKS VAPORUB' We
have then moved on to 'other potential ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- data' for meaningful interpretation. It has also been mentioned that this list is only
indicative and could include other areas as well which will require marketing research help.

2. a) What is research design? Briefly discuss the four types of research design. You are familiar with. Illustrate
each of these methods accordingly.
A research design is a systematic plan to study a ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, experimental design, and, if applicable, data collection methods and a statistical analysis plan.
The importance of research design lies in the fact that it makes a statement of what is to be done in order to achieve the research
objectives and how it is --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- to convert data into research findings.
The research design furnishes a clear ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- finalised is put in writing to
enable the researcher to have a frame of reference and prevent the study from deviating.
At the stage of analysis and interpretation also, ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------necessitate framing of new hypothesis or at least modifying some. The research design is only a
guiding and not a limiting framework for research study.

Basis of Various kinds of research designs and their application for different research situations.

Design types and sub-types

There are many ways to classify research -------------------------------------------------------------------------------------------------------------- are combined. Nonetheless, the list below offers a number of useful distinctions between possible research designs.
1. Exploratery Research DesignIdeally all marketing research projects must start with an exploratory research as this helps in providing a sharper focus of the
situation and a clearer definition of the ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------product concept. The main objective of the exploratory research is to fine tune the broad problem into
specific problem statement and generate possible hypotheses. It therefore, gives useful direction for farther research. The
exploratory studies are mainly used for:
1) Providing information ---------------------------------------------------------- formulation.
2) Establishing -----------------------------------------------------------------------------------.
3) Giving the --------------------------------------------------------------------------------------------- him with the problem.
4) Collecting information ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- tools and specific techniques for analysis.
Since exploratory studies are not conclusive ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in exploratory research are:
a) Survey ----------------------------------------------------- literature
b) Survey ------------------------------------------------------ individuals
c) Analysis --------------------------------------------------- situations.
2. Descriptive Research DesignAs descriptive designs are aimed only at providing ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and as such descriptive design may at times be used for conclusive studies also.
Descriptive designs are a very frequently used, perhaps the most commonly used category of research design. In short descriptive
research can be used for the following purposes.
a) To describe the characteristics -------------------------------------------------------------------------------------------------------------------------------, non users, possible receivers of promotional communication by the company and so on.
b) To estimate the proportion of ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ proportion of consumers who are prone to deals.
c) To make -------------------------------------------------------------------------------------------------- future periods.
d) To develop ------------------------------------------------------------------------------------ income and shopping place preference.
In comparison to an exploratory research study, the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- these we shall discuss the panel, cross-sectional and focus group designs.
3. QUASI-EXPERIMENTAL DESIGNS
In these designs the researcher has control over -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the truly experimental designs .The following quasi-experimental designs will be discussed in this
section.
1) After-Only ------------------------------------- Group
2) Before--------------------------------------------- Group
3) The Static-----------------------------------------------4) Longitudinal --------------------------------------- Series Designs)
5) Multiple ------------------------------------------ Designs.
4. EXPERIMENTAL DESIGN
True experimental design provides a stronger ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------such technique is the analysis of variance. The following experimental designs will be discussed in
this section.
1) After--------------------------------------------Control Group
2) Before--------------------------------------------- Control Group
3) The ------------------------------------------------- Group Design
4) Completely ------------------------------------------- Design
5) Randondzaed ------------------------------------------------ Design
6) Latin ----------------------------------------------Design

Some more types of Research Designs Descriptive (e------------------------------------------------------------------------, Survey

Correlational (e.g., ---------------------------------------------------------- study)
Semi-experimental (e.g., ---------------------------------------------------------------)
Experimental (-------------------------------------------------------- assignment)
Review (------------------------------------------------------------, Systematic review)
Meta-analytic (Meta-analysis)
Sometimes a distinction is made between "fixed" and "flexible" or, synonymously, "quantitative" and "qualitative" research
designs. However, fixed designs need not ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------during the data collection process. One reason for using a flexible research design can be that the variable
of interest is not quantitatively measurable, such as culture. In other cases, theory might not be available before one starts the
research. However, these distinctions are not recognized by many researchers, such as Stephen Gorard who presents a simpler and
cleaner definition of research design
==========================================================================================

b) In the entire research process, data collection is the key activity which enables to archive the set research
objectives. Critically discuss and evaluate the above statement with suitable illustration.
Marketing research data --------------------------------------------------------------------------------------------------------------------------------------------------the chosen sample segments. There are a variety of data collection methodologies to consider.
Selecting which is the most appropriate marketing research data collection methodology for a particular research project takes
place during Steps 2 & 3 of the marketing research process.

Marketing research data collection typically begins ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and cost. Regardless of the data collection methodology chosen, the data collection process often
takes from 25 percent to 50 percent of the total time needed to complete a research project.
Market research data collection methods:

Computer ------------------------------------------------------------------ (CATI)

Internet ---------------------------------------------------------------Interactive ----------------------------------------- Response (IVR)
Mail ---------------------------------------Mall ---------------------------------------Traditional ----------------------------------------------------- interviewing
Internet -------------------------------------------------------------------------------- panel
In---------------------------------- panel

Any survey data analysis will depend on how the survey questionnaire was constructed. Less complex survey data analysis can be
handled with any of a number of office suite tools, while more complex questionnaire data analysis requires dedicated market
research analysis programs.
Types of statistical survey data analysis that ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of statistical data analysis is, the more time and cost it will take to execute.
Advanced Statistical Analyses
ANALYSIS

DESCRIPTION

EXAMPLE APPLICATION

Multiple ----------------- (Driver Analysis)

------------------------------------------------------- (and the set of variables as a

whole) to a single variable.

Determine ------------------------------------------------------------ customer satisfaction with your

service.

Cluster -------------------

Identifies ------------------------------------------------------------------larger
group of respondents.

Identify -------------------------------------------------------------------------------------------------------- and

perceive products and services similarly.

Factor -----------------

Reduces ----------------------------------------------- into its more basic structural

essentials.

Uncover ------------------------------------------------------------------------------------------------- they are

working for your organization.

Perceptual Mapping ---------------------------------------- Scaling)

Extracts ------------------------------------------------------------------------------------------ concepts within that space.

Visualize how ------------------------------------------------------------------------------------------------------------------- relative to your competitors.

Structural
Modeling

Tests -------------------------------------------------------------- confirm an entire

theoretical model.

Describe the ---------------------------------------------------------------------------------------------product or service category.

Detects ------------------------------------------------ among variables in a data set.

Increase revenues by cross-selling your products.

Data Mining

Equation

Once the research objectives have been defined the next logical step is to identify the nature and type of information needed to
achieve these objectives. The research objectives ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------secondary or primary. Secondary data are already published data collected for purposes other than
the research problem at hand. Primary data are those generated specifically for the purposes ' of the research problem in question.

All the research is classified into broadly three main categories: Descriptive, exploratory and causal.
Descriptive Research: - This research is used in the --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- details to the research question. Descriptive research helps us in showing that the variables on
which researcher would be working as related or associated.
For example for a Tractor company it will be important to know ,the proportion of all possible outlets that are carrying,
displaying or merchandising the product parts of tractor.
Exploratory Research:-This research is used in the --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- of research is also used for knowing the preferences among the research questions and to go for
the creative and unorthodox solutions.
For example a dairy company can ask which product appeal will be effective in advertising.
Causal Research: - This type of ----------------------------------------------------------------------------------------. In these cases one
variable causes or determines the values of other variable.
Here in causal research, the research question and relevant hypothesis are very much specific.
For example suppose a seed company -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------coverage in the area where there is fewer sales? So here the causal
analysis would be of great help for a researcher.
Data Collection methods
There are 2 ------------------------------------------------------------ and secondary.
Primary data ------------------------------------------------------------------------------------ to solve the problem in hand.
Secondary data collection is also ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ collected previously for other purpose.
Primary Data Research
This is called as primary research data -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------this data collection which are enumerated below.
1. Diaries
2. Interviews
3. Focus Groups
4. Mystery shopping
5. Projective techniques
6. Product Tests
7. Omnibus Studies
Secondary Data research
Secondary data are data that were collected by persons or agencies for the purpose other than the problem or objective at hand. It
already exists in one form or the other. This is taken from 2 major sources External and Internal.
Secondary data research is a basic ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------result but has shortcomings. The information can be out of date, may not quite fit
the definition or may be too basic for the project.
It is relatively cheap, and can be conducted ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

----------------------------------data on American population below poverty line). There are a number of sources available to marketer
and are explained below.

3. a) Discuss the various sources of collecting primary data and secondary data for a marketing research
project.
Data Collection in Marketing -------------------------------------------------------- for all relevant data is made by researcher.
1.

Primary Data- Primary data is -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- data is original data collected by researcher first hand.

Sources of Primary DataAll marketing research problems make some use of secondary data, both exploratory and conclusive research situations
necessitate using a high proportion of primary data. The major sources of primary data include respondents, analogous case
situations and research experiments.
Respondents: Respondents represent by far the -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------or reallocation of sales territories would require forecasting of the behaviour of one or more of
the above groups. The study of respondents therefore characterises most marketing research situations.
The type of information that may be collected from respondents may include data on past behaviour, intentions of likely
behaviour, extent of knowledge, attitudes and opinion and socio-economic characteristics and lifestyle data.
Past behaviour is frequently used as a ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of the product or service.
Intentions of likely action are self prediction of -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------as a predictive tool, when intentions, given the conditions of purchase can be assigned
probabilities.
Buyer decisions to purchase a product or services -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, if you think that these are the criteria which have important
bearing or purchase decisions.
Socio-economic characteristics- Whenever in a ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------promotion decisions.
Life styles are increasingly being used to segment -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------respondents through communication methods or a combination of communication and
observation methods.
Primary data from Analogous situations - Case Study: Evolved from the behavioural sciences, case study or case history is in
extensive use in marketing research today. . Using situations analogous to or relevant to the problem situation, an in depth

investigation is carried out to thoroughly study -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------problems involving, a) study of changes in sales performance with the entry of a new competitor,
b) contrasting performance levels in different markets, c) transitional stages like study of sales territories where the company is
altering its distribution channels from indirect to direct sales.
Simulation: A marketing simulation is an incomplete ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and the relationships between variables to be represented as data inputs.
The researcher creating a marketing simulation -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------programmes, quality of the product and so on.
Simulation is a complicated process and its success depends how well has the actual situation (reality) been represented in the
simulation (abstraction). It requires the skill of a specialist and is therefore limited in application as far as the routine marketing
research situations are concerned.
Experimentation - Experimentation also ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------may hamper the ability to interpret valid causality. Various experimental designs have already been
discussed in the preceding unit under the subtitle of experimental research design.
2.

Secondary data- Secondary -------------------------------------------------------------------------------------------------------------------------- readily available from other sources. Such data are cheaper and more quickly obtainable than the primary
data and also may be available when primary data cannot be obtained at all.

Sources of Secondary Data1) Population Statistics

Population statistics in India have been -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. It provides factual bases for estimation of consumer demand for various
goods and services, by furnishingdata on size of population and its distribution by age, sex, occupation and income levels. Census
also furnishes a sampling frame for reliable sample designs. Estimates of population density, distribution, literacy levels,
consumption patterns all become important inputs in distribution decisions, communication -decisions and overall marketing
policy.
2) Statistical ------------------------------------------------------------------ India
Brought out annually by The Central -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------wise, statistics for these economic variables are also furnished periodically.
3) Estimation of ----------------------------------------------------------------------- paper on National Income)
This is also an annual publication of the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------as well as national and public sector accounts.
4) Monthly ------------------------------------------------------------------------ of Selected Industries
To bridge the gap between the census -----------------------------------------------------------------------------------------------------------------------------------------------------industries. More than 90 industries are included in the compilation of chosen statistics.
5) Basic Statistics Relating to Indian Economy
Published annually by the statistics ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------years based on time series.
6) India, Pocketbook of Economic Information

It is an annual publication of the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------labour statistics (which includes transport and communication statistics, data on employment in shop and
commercial establishments etc.).
7) Trade Statistics
The Department of Commercial Intelligence and -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------with each country and currency area, foreign trade with selected countries etc. It therefore,
furnishes a good source of data for assessment of international market trends and potential. The Reserve Bank of India also
publishes statistics on imports and exports based on exchange control data.
In addition, official reports both published and -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------'

------------------------------------------, Tea Board, Handicraft Board etc, provide specific information in respect of their own product
categories.
Other Sources of Secondary Data
Library: The library sources of marketing data -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------original research, some a summary of the research of others and some presenting statements of
opinions. In comparison to the official statistics described before, these items tend to include more discussion and less statistics
which in turn may help you decide upon the suitability of a particular type of secondary data for your own purposes.
Research Agencies and Data Services: The -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of data on readership media habits, attitudinal research and other communication related areas.
The data that can be obtained from these syndicated agencies includes consumer data, retail data, wholesale data, industrial data,
advertising evaluation data and, media and audience data.
Leading marketing research agencies like MARG and ORG regularly survey consumers attitude and opinions regarding
consumption behaviour and a variety of contemporary issues relevant to marketing.
===========================================================================================

b) What is sampling? Discuss the major sampling techniques available to the researcher for undertaking a
research project. Comment on their limitation.
When conducting research, it is almost always ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------population, it would be extremely timely and costly. As a
result, researchers use samples as a way to gather data.
A sample is a subset of the population ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the social sciences as a way to gather information
about a population without having to measure the entire population.
There are several ------------------------------------------------------------------------------- population, from simple to complex.
Non-probability Sampling Techniques
Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the
individuals in the population equal chances of being selected.
Reliance On Available Subjects. Relying on ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- characteristics of people passing by the street corner at a certain point in time or if other sampling
methods are not possible. The researcher must also take caution to not use results from a convenience sample to generalize to a
wider population.
Purposive or Judgmental Sample. A purposive, ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- is using a purposive sample because those being interviewed fit a specific purpose or
description.
Snowball Sample. A snowball sample is appropriate to use in research when the members of a population are difficult to locate,
such as homeless individuals, migrant workers, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------interview a few undocumented individuals that he or she knows or can locate and would then rely
on those subjects to help locate more undocumented individuals. This process continues until the researcher has all the interviews
he or she needs or until all contacts have been exhausted.
Quota Sample. A quota sample is one in which -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------each gender fall into different age categories, race or ethnic categories, educational categories,
etc. The researcher would then collect a sample with the same proportions as the national population.
Probability Sampling Techniques
Probability sampling is a sampling technique where the samples are gathered in a process that gives all the individuals in the
population equal chances of being selected.
Simple Random Sample. The simple random -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------random sample of 50 people. First, each person is numbered 1 through 1,000. Then, you generate a
list of 50 random numbers (typically with a computer program) and those individuals assigned those numbers are the ones you
include in the sample.
Systematic Sample. In a systematic sample, the elements of the population are put into a list and then every kth element in the list
is chosen (systematically) for inclusion in the sample. For example, if the population -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------with a random start.
Stratified Sample. A stratified sample is a sampling -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------first organize the population by college class and then select appropriate numbers of
freshmen, sophomores, juniors, and seniors. This ensures that the researcher has adequate amounts of subjects from each class in
the final sample.
Cluster Sample. Cluster sampling may be used when it is either -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. The researcher could, however, create a list of churches in the India, choose a
sample of churches, and then obtain lists of members from those churches.

Probability sampling means that everyone in --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------segments of the population.

For example, if you wanted the opinions of pregnant -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------are chosen at random and everyone has an equal opportunity to participate in the research.
Non-probability sampling comes in various shapes and -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, creates a biased sample wherein not everyone has an equal chance of being sampled.
Limitations of Sampling1. Absence of Being Representative: Methods, ------------------------------------------------------------------ is representative.
2. Wrong Conclusion: If the --------------------------------------------. These will lead to the wrong conclusions.
3. Small Universe: Sometimes ------------------------------------------------------------------------ of units are so less.
4. Specialised Knowledge: It is a ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ proper analysis so that reliable result may be achieved.
5. Inherent defects: The results which are --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of sampling which has no demerit.
6. Sampling Error: This ----------------------------------------------------------------- has many errors.
7. Personal Bias: As in many cases the -------------------------------------------------, chances of personal bias creep in.

4. a) Design and construct a suitable questionnaire for the following:

A questionnaire is a set of systematically structured questions used by a researcher to get needed information from respondents.
Questionnaires

have

been

---------------------------------------------------------------------------------------,

profiles,

studies,

opinionnaires, batteries, tests, checklists, scales, inventories, forms, inter alia. They are
The questionnaire may be self administered, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, due to provision for open endedness, the instrument may be used to
generate qualitative and exploratory data

i) Primary survey to be conducted to study the customer satisfaction among motorcycle owner.
Questionnaire for customer survey among motorcycle owner1.

Which ---------------------------------------------------------- are using

a.

--------------------

c.

Honda

b.

Bajaj

d.

----------------------

2.

---------------------------------------------------- cycle is

a.

100 C.C.

c.

-----------------------

b.

---------------------

d.

150 C.C.

3.

What is ----------------------------------------------------------- motor cycle

4.

5.

6.

7.

a.

--------------------------

c.

60 KM/Litre

b.

70 KM/Litre

d.

-----------------------

How much you are satisfied with your motor cycle in case of design and look
a.

Excellent

c.

Average

b.

Good

d.

Bad

How much ------------------------------------------------------------ of Speed and Pickup

a.

----------------

c.

Average

b.

Good

d.

-----------------------

How much you ------------------------------------------------------------- Comfort and reliability

a.

Excellent

c.

Average

b.

Good

d.

Bad

How much you are satisfied with your motor cycle in case of overall performance
a.

----------------

c.

Average

b.

Good

d.

---------------------

ii) Television viewing habits among senior citizens (retired and elderly)
Questionnaire for ----------------------------------------------------- citizens (retired and elderly)
1.

2.

3.

What ------------------------- ---------a.

--------------

c.

70

b.

65

d.

----------------

How many hours you spent in viewing television per day

a.

8 Hours

c.

-----------------------

b.

------------------------

d.

2 hours

c.

-------------------------

Which type of --------------------------------------a.

----------------------

b.
4.

5.

----------------

d.

------------------

Which ----------------------------------a.

----------------------

c.

-----------------

b.

Star Sports

d.

----------------------

Which ------------------------------- television

a.

Morning

c.

-----------------------

b.

------------------

d.

Night

iii) Commuters perception and amenities offered by state road transport organizations.
Questionnaire on --------------------------------------------------------- road transport organizations
1.

2.

3.

4.

5.

6.

Which --------------------------------------a.

----------------------------

c.

Private bus

b.

State road transport

d.

----------------------

Rate --------------------------------------- corporation

e.

Excellent

g.

---------------------

f.

--------------------

h.

Bad

Rate ----------------------------------------------- the vehicle

a.

Excellent

c.

---------------------

b.

----------------------

d.

------------------------

Rate --------------------------------------------- of passengers

a.

Over ------------------------

c.

Less -------------------------

b.

---------------------------------

d.

-----------------------------------

Rate in case of ----------------------------------------------a.

--------------------

c.

-----------------------

b.

Good

d.

-------------------

Rate in case ---------------------------------------------- the vehicle

e.

-----------------------

g.

Less -----------------------

f.

Crowded

h.

-------------------

============================================================================================

b) Distinguish qualitative research and quantitative research with suitable illustrations.

Many times those that undertake a research project often find they are not aware of the differences between Qualitative Research
and Quantitative Research methods. Many mistakenly think the two terms can be used interchangeably.
Qualitative Research is primarily --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------structured techniques. Some common methods include focus groups (group discussions), individual
interviews, and participation/observations. The sample size is typically small, and respondents are selected to fulfill a given quota.
Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into
useable statistics. It is used to quantify attitudes, ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- online surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews,
telephone interviews, longitudinal studies, website interceptors, online polls, and systematic observations.
Snap Survey Software is the ideal solution for a ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------has many robust features that will help your organization effectively gather
and analyze quantitative data.
Major Differences-

Qualitative
All ------------------------------ has
a qualitative grounding"

Quantitative
"There's --------------------------- data.
Everything is either 1 or 0"

The ----------------------------------- description.

The aim is to ------------------------------------------------------------------------------ in an attempt to explain

what is observed.

Researcher ------------------------------------------------------ what he/she is looking for.

Researcher --------------------------------------------------------- what he/she is looking for.

--------------------------------------------------------------------------------------- of research projects.

Recommended -------------------------------------------------- of research projects.

The design ------------------------------------------------------------------------------ unfolds.

All aspects of the ------------------------------------------------- before data is collected.

Researcher ----------------------------------------------------------------------------------------- instrument.

Researcher ------------------------------------------------------ or equipment to collect numerical data.

Data is in ---------------------------------------------------------------------------------- or objects.

Data is in --------------------------------------------------------------------------------------------- statistics.

Subjective - ---------------------------------------------------------------- observation, in-depth interviews etc.

Objective seeks ---------------------------------------------------------------- uses surveys, questionnaires etc.

Qualitative data is ---------------------------------------------------------, and less able to be generalized.

Quantitative ---------------------------------------------------------------------- miss contextual detail.

Researcher ----------------------------------------------immersed in the subject matter.

Researcher ------------------------------------------------------------------------- from the subject matter.

Qualitative research involves ----------------------------------------------------------------------------------------------------------------------------------------------------------------------- pictures (e.g., video), or objects (e.g., an artifact).
Quantitative ----------------------------------------------------------------------------- of numerical data.
The strengths and weaknesses of ------------------------------------------------------------------------------------------------------------------------, especially in the social sciences. The issues invoke classic 'paradigm war'.
The personality / thinking ---------------------------------------------------------------------------------------------------------------------------------------------------- as a key factor in preferred choice of methods.
Overly focusing on the debate of "qualitative versus -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------methods research. More good
can come of social science researchers developing skills in both realms than debating which method is superior.

Example Qualitative ResearchA good example of a qualitative research -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. However, it can be time consuming to conduct the unstructured interview and analyse the qualitative
data.
Example Quantitative ResearchFor example, a rating scale or closed -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------open-ended questions would generate qualitative information as they are a
descriptive response.
Experimental methods limit the --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------bound and simply a reflection of the assumptions which the researcher brings to
the investigation.

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