ASSIGNMENT

Marketing Research
Date of issue: Date of submission: Aug 08, 2011 Aug 16, 2011

Q1 What measurement scale is used to determine each of the following: How many shirts do you own? Divide 100 points among the following tooth paste characteristics according to how important each characteristic (cavity fighting, price, breath freshening, tartar removal) is to you when selecting a brand. I would like to know your overall opinion of two brands of product X (brand A, brand B, they are the same). What is your marital status (single, married, divorced/separated, widowed)? Do you own a colour TV? Q2 Indicate the type of measurement scale you would use for each of the following characteristics. Why did you choose the scale you did? Develop the appropriate question for each characteristic and scale chosen. Age of a TV Occupation Brand loyalty Readership of a newspaper Intention to purchase a TV Q3 The management of a national departmental store chain is concerned about the extent of shoplifting by the employees. You have just been hired as a management trainee and have been assigned the task of developing a questionnaire to determine the extent of shoplifting by the employees. (This questionnaire would be mailed to employees nationwide.) Q4 Case-study Stephen King On March 14, 2000, Stephen King, the horror writer published his new book, Riding the Bullet, on the Internet before it appeared in print. Within 24 hours, around 400,000 people had downloaded the bookeven though most of them needed to download the software in order to read the book. The unexpected demand crashed servers. According to Jack Romanos, President of Simon & Schuster, I dont think anybody could have anticipated how many people were out there who are willing to accept the written word in a paperless format. To many, this announced the coming of the electronic novel. Environmentalists applauded that e-books would soon replace paper books and

newspapers, thus reducing pollution coming from paper mills and landfills. The King book was easy to download and took less time than a trip to the bookstore .Critics argued that the King book used the Internet because at 66 pages, it was too short to be a standard printed novel. It was also free, so there was nothing to discourage natural curiosity. Some people in the industry remarked that 75% of those who downloaded the book did not read it. Questions: 1. Using the inputs received in your market research class express your opinion about the future of Internet publishing. 2. The Economic Times and others publish in both paper and electronic formats. Has this been a success? 3. Would you prefer your market research textbook and others in an electronic format? 4. How can market research be used to evaluate the growth potential of Internet publishing? Is this the type of business you would like to invest in? 5. How would publishers distribute books and textbooks?