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com IMT 03 Marketing Research M1 PART A 1. Discuss the nature and scope of Marketing Research. Identify some problems i n different areas of Marketing where Marketing Research can be helpful. 2. Is a research design always necessary before a research study can be conduct ed? In what may do exploratory, descriptive and causal research design differ? Explain with the help of an example. 3. A marketing manager needs to find the causes for the decline in market share of his company. The manager decides to conduct marketing research. How should he go about findin g a supplier of research services? 4. a) Distinguish between a Focus Group Interviews and an in-depth interview. b) In which cases would an In-depth Interview be more applicable than a Focus Gr oup Interview? 5. a) What do you understand by selecting samples from the universe? b) Discuss the various methods of probability sampling. Use examples to illustra te cases in which each of the methods would be most applicable.

PART B 1. State whether you agree or disagree with the statement Correct identification and clear definition of the research problem are more crucial to the success of a market research stu dy than sophisticated research techniques . Justify your answer with suitable examples. 2. Discuss the various steps in Questionnaire design. 3. What sampling scheme you will muse in following situations? a. A study to find out preference and people for shampoos in urban market. b. A survey to study the potential users of microwave oven in Delhi. c. A survey to study the usage of laptops in the small office segment-All India Level 4. Explain the process of new product development and highlight the role of mark eting research in developing a product. 5. Write short note on the following : a. Data Gathering techniques. b. Product Research.

PART C 1. Amul is planning to launch a new flavour of ice cream and wants to get a snap shot of the potential market. The ice cream has coconut-white chocolate flavour and is aimed at the premium market. What type of research design is appropriate? Develop the research questions and hypothesis. 2. Discuss in detail various methods by which sales forecasting can be done. 3. Distinguish between Semantic Differential scale and Liker scale. Give exampl es.

4. Discuss the methods of pre-testing and post-testing of advertisements. 5. Write short on the following. Advantages and disadvantages of open ended and closed ended questions. T-test and z-test. Null hypothesis.

CASE STUDY - I Rex Contact Lens Company Contact lenses are a modern way of correcting vision. The market has grown rapi dly and changed tin character in recent years. Prices have remained high, but Rex Conta ct Lens company came up with a plan for selling contact lenses by mail, a system that wo uld permit it to sell at a much lower price than was currently available. Before making the inves tment necessary to develop this new channel of distribution, Rex wanted to make a better forecas t of possible sales than it had made up to date, and it chose to use the survey method for the forec ast. Two thirds of the total retail market was estimated to be replacement sales. Th e average life of a contact lens was thought to be about one year. If 20 million wore contacts and replaced each lens once a year the total replacement market was 40 million lenses a year. Rex s concept was for a mail-order replacement service for contact lenses. Catalog sales wore booming in many product areas. And the proposed plan would fit with this nation al development. A catalog would be prepared with pictures and descriptions of contact lenses and their advantages. A toll free number would be provided for quick service. Lenses wou ld be shipped in sealed bottles within 24 hours of receipt of order and overnight delivery would be available at extra charge. Customers would mail in orders with payment or provide credit card iden tification for phone orders. Customers for a single contact lens were projected much lower than the current market level 0 and in addition, this low cost would reduce or perhaps eliminate customer need for insurance. Before going further, Rex set about to make an improved forecast for sales. The y conducted a survey among wearer of both regular glasses and contact lenses to determine the ir attitudes towards the proposed mail order sales; the services they would want, the differe nt kinds of contacts they were interested in (hard, soft, extended wear, gas permeable, tint ed, bifocals); and the probability they would order lenses by mail. Questions: 1. Which data collection method would you prefer? Why? 2. How would you analyze the data gathered from this study? 3. Design a suitable questionnaire.

CASE STUDY-II JINGLE BELLS Coca-Cola Drink Coca-Cola was the first theme out of the gate. Delicious and Refreshing came along in the late 1880s, most likely appearing on an oilcloth sign attached to a soda fountai n awning. Since then, those two words have worked hard for Coca-Cola in about a trillion different way s. Before long, theme lines began to make definite statement about the product. In the early 1920s, T hirst Knows No Season helped consumers think of Coca-Cola as more than a summertime drink. Late r that decade, It Had To Be good To Get Where It Is added prestige. And Just Around The Corner Fr om Everywhere emphasized widespread availability. In 1929, the most famous commerci al slogan of its time The Pause That Refreshes marked a return to promoting coke simply as the quin tessential quencher, Into the Age of Aquarius, when Things Go Better With Coke captured the l ively spirit of the times. By then, the world had become much more sophisticated dining on frozen dinners a nd dressing modern. This was reflected by Coke s breakthrough TV commercials in colour. Have a Coke And A Smile was unleashed in 1979 among a flurry of disco music (which only made it s ound better), More recently, Coke had to have twice the themes since there was twice the Coke. In 1985, one campaign had to position Coke (previously known as New Coke), and another had to differentiate Coca-Cola classic from its sister product and competitive brands. The big winne rs? Catch The Wave for the junior model, and for the original formula. Red, White and You conjur ed images of Americana. After All, Coca-Cola classic had just established itself as a nation al treasure on par with the entire state of Florida. These days, it s Always Coca-Cola . With so many different themes, jingles and slogans added to its name over the de cades, Coke was utterly confused as to which theme strikes the right chord with Coke s audience (b asically everyone over the age of 12 who drinks liquid). Coke primarily wanted to identify if at all there lies any difference among the appeals rendered by the jingles- Market research thousands of people surveyed, poked and prodded questioned How does this jingle appeal to you? 1. Some marketers are of the belief that advertising Coke through Aguilera has s hown much larger sales of Coke as compared to cities which believe and practice endorsing Coke via nonAguilera advertisements. Write a research proposal for conducting a research to verify this statement. Contact www.solvedhub.com for best and lowest cost solution or email solvedhub@g mail.com