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Title Name Amity Solve Assignment For MBA Marketing Research/Research managment
University AMITY
Service Type Assignment
Course MBA
Semister Semester-II Cource: MBA
Short Name or Subject Code Marketing Research/Research managment
Commerce line item Type Semester-II Cource: MBA
Product Assignment of MBA Semester-II (AMITY)

Solved Assignment


  Questions :-

Section A

1 .“Food Mania” ia chain of fast food restaurants located in major metropolitan areas in the south. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first they want to know more about their customers and their preferences.
a)     List two Hypothesis
b)    What kind of research design is appropriate? Why?
2 .Develop a plan for conducting a focus group to determine consumers’ attitudes towards and preferences for imported automobiles. Specify the objectives of the focus group, write a screening questionnaire, and develop a moderato’s outline.
3 .You are in the marketing research department of a firm specializing in developing decision support system (DSS) for the health care Industry. Your firm would like to measure the attitudes of hospital administrators towards DSS. The interview would be conducted by telephone. You have been asked to develop an appropriate scale for this purpose. Management would like you to explain and justify your reasoning in constructing the scale.
4 .After receiving some complaints from readers, your campus newspaper decides to redesign its front page. Two new formats B and C were developed and tested against the current format,’ A.’ A total of 75 students were randomly selected and 25 students were randomly assigned to each of three format conditions. The students were asked to evaluate the effectiveness of the format on an 11-point scale. ( 1 = Poor, 11 = excellent )
a)     State the null hypothesis
b)    What statistical test should you use?
c)     What are the degrees of freedom associated with the test statistic?
5 .Describe the appropriate target population and the sampling frame in each of the following situations:
a)     The manufacturer of a new cereal brands want to conduct in home product usage test in Chicago.
b)    A national chain store wants to determine the shopping behavior of customers who have in store charge card.
c)     A local TV station wants to determine households’ viewing habits and programming preferences.
d)    The local chapter of the American Marketing Association wants to test the effectiveness of its new member’s drive in Atlanta.
e)     A distance education institute wants to determine effectiveness of its management programme launched 3 years ago.
6 .Develop a series of questions for determining the proportion of households with children under age 10 where child abuse takes place. Use the randomized response technique.
7 .A manufacturer would like to survey users to determine the demand potential for a new power press. The new press has a capacity of 500 tons and cost $225,000.It is used for forming products from lightweight ad heavyweight steel can be used by automobile, construction equipment and major appliance manufacturers.
a)     Identify the population and sampling frame that could be used.
b)    Describe how a simple random sample can be drawn using the identified sampling frame.
c)     Could a stratified sample be used? If so, how?
d)    Could a cluster sample be used? If so, how?
e)     Which sampling technique would you recommend? Why?
8 .A major department store chain is having an end –of –season sale on refrigerators. The number of refrigerators sold during this sale at a sample of 10 stores was 59.
a)     Is there evidence that an average of more than 50 refrigerators per store were sold during this sale? Use alpha = 0.05
b)     What assumption is necessary to perform this test?

Section B

Read the case study given below and answer the questions given at the end

                                                                    Case Study
                       Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run
            Nike Inc. located in Beaverton, Oregon is the number one U.S. athletic footwear company and one of the most recognized American brands among foreign consumers. The high degree of recognition is one of the main reasons Nike has been so successful. For the 2005 fiscal year ending May 31, 2005 the company continued to soar, with sales of over $13.7 billion. As of 2006 the company’s trademarks included Nike and Swoosh design and were sold under the brand names Cole Hann, Bauer, and Nike. The company operated 23 distribution centers in Europe, Asia, Australia, Latin America, Africa and Canada.
            Perhaps such success could be attributed to its concept based advertising campaigns. The company uses a process that is often called “image transfer”. Nike ads traditionally did not specifically place a product or mention the brand name. A mood or atmosphere is created and than brand is associated with that mood. ”We don’t set out to make ad the ultimate goal is to make connection.” States Dan Wieden, executive at one of Nike’s ad agency. One ad features the Beatles and clips of Nike athletes, Michael Jordan and John McEnroe, Juxtaposed with pictures of regular folk also engaged in sports. It was use to infer that real athletes preferred Nike and that perhaps if general audience buy the brand they will play better, too. Nike’s
unpredictable image –based ads have ranged from the shocking, such as its portrayal of real blood and guts in the” search and destroy” campaign used during the 1996 Olympics games, to humors, such as the first ad used to launch Michael Jordan’s brand wear. The latter advertising made the tongue-in-check suggestion that Jordan himself had a hand in the production by sleeping away from a bull’s game at half to run over to his company and than return in time for the games second half.
            In 1998 Nike shifted to a new phase in its marketing strategy. Nike emphasized more of its product innovation skills than the jokey, edgy attitude that it displayed in previous year.” We recognize that our ads need to tell consumers that we are about product innovation and not just athletes and exposure. We need to prove to consumer that we are not just slapping a swoosh on stuff to make a buck,” said Chris Zimmerman director of Nike’s U.S.advertising. With the launch of the “I can” campaign, Nike showed fewer of the celebrity athletes who previously usage than in the previous “Just Do It” campaign. Competitors Reebok and Adidas recently featured more product focused ads and were met with a great deal of success. Despite this rearranged focus, Nike did not back away from innovative marketing.

            On September 4, 2003 Nike acquired converse Inc. And on august 11, 2004, the company acquired starter properties LLC and Official Starter LLC. On august 4, 2005, Adidas confirmed that it had agreed to acquire Reebok for $3.8 billion. Industry official saw more consolidated ahead.
            In 2005, Bill Perez, president and CEO of Nike, stated that developing markets – India, Thailand, Indonesia China, Russia- and the development of Converse , Starter and Nike’s other subsidiary presented big growth opportunity. ”We’ve just scratched the surface in the women’s fitness. In soccer, we have become world’s leading on-field performance brand. And we have been able to leverage that on-field success by creating entirely new category of soccer street foot ware. And we see opportunities like this throughout the portfolio.”
            As the company looks ahead of 2010, at the heart of the Nike’s future strategy is the international arena, which could prove to be the most difficult element for Nike to undertake. There seems to be a pretty strong recognition that by 2010, Nike would be largest outside the US than inside. Most recently Nike bought out many of its worldwide distribution centers in order to have greater control of its operation. In the future Nike would like to build up its presence in the key market of India, Thailand, Indonesia, Brazil, China, and Russia. Nike will focus its advertising on sports and will feature sports that are of particular interest in specific region. Nike realizes that while it is ahead of its competition, it still has a long, long way to run.

 

Please give your answer in at least 25 words and press save and continue button.

S. 

No. Questions Marks - 10 

1. Should Nike switch a focus on celebrity to a focus on its products in its advertising? Discuss the role of marketing research in helping Nike management take the decision. What kind of research should be undertaken?

2. How would you describe the buying behavior of consumers with respect to athlete footwear?

Assignment B

Question No: 1 

 Non-metric data can be measured on--  

Interval 

Nominal or ordinal scale 

Ratio scale 

None of the above 

Question No: 2 

 Which of the following represents the middle value when the data is arranged in the ascending or 

descending order? 

Mode 

Median 

Mean 

Average 

Question No: 3 

 Which of the following is a technique of exploratory research design? 

Focus group interviews 

Simulation 

Secondary data 

Interrogation of respondents 

Question No: 4 

 Story - telling is an example of -- 

Delphi technique 

Observational methods 

Depth interviews 

Projective technique 

Question No: 5 

 A focus group technique using a telecommunication network is called-- 

Telephonic group 

Telephonic interview 

Tele session group 

Mortality 

Question No: 6 

 Which of the following is the source of secondary data? 

Mail interviews 

Focus groups 

Delphi technique 

Sales records 

Question No: 7 

 Which is a type of limited services? 

Analytical services 

Customized services 

Standardized services 

Internet services 

Question No: 8 

 Types of syndicated services-- 

Purchase panel 

Tracking data 

Audit services 

all of them 

Question No: 9 

 In Exploratory research design the methods used are-- 

Expert surveys 

Pilot surveys 

Qualitative research 

all of them 

Question No: 10 

 The research methodology which provides insights and understanding to the problem is--  

Causal research 

Descriptive research 

Exploratory research 

all of them 

Question No: 11 

 When is the transcribing process of data preparation irrelevant? 

CAPI 

Mall panel 

In home interview 

all of them 

Question No: 12 

 Number of units to be included in the study is called--  

Sampling frame 

Sampling 

Sample size 

Sampling unit 

Question No: 13 

 Technique used to motivate respondents to enlarge on, clarify or explain their answers--  

Interviewing 

Sampling 

Probing 

Questioning 

Question No: 14 

Pretest-Posttest Control Group is which type of Experimental design? 

Pre-experimental 

Quasi experimental 

True experimental 

Statistical 

Question No: 15 

 An extraneous variable attributable to the loss of test units while the experiment is in process-- 

Interactive testing effect 

Instrumentation 

Statistic 

Mortality 

Question No: 16 

 Observation bias for mechanical observation-- 

Low 

High 

Medium 

Extremely high 

Question No: 17 

The respondent´s perceptions that their identities will not be discerned by the interviewer or the 

researcher-- 

Social desirability 

Critical request 

Perceived anonymity 

Non response bias 

Question No: 18 

 The process of correcting data to reduce them to the sample scale by subtracting the sample mean and 

dividing by the standard deviation-- 

Generalization 

Scale transformation 

Standardization 

Variable re – specification 

Question No: 19 

 Scale intervals can be used for-- 

Family lifestyle 

Age 

Occupation 

Sampling 

Question No: 20 

 The process of recognizing and noting people-- 

Direct observation method 

Experimental method 

Attitude research 

Data gathering 

Question No: 21 

 Which one of these is a Market Research Firm? 

PWC 

Ernst and Young 

AC Nielsen 

Voltas 

Question No: 22 

 A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered 

range of values, from -5 to +5, without a neutral point,is-- 

Semantic differential scale 

Likert scale 

Continuous rating scale 

Staple scale 

Question No: 23 

 What is list of all units/observations is known as? 

Sampling frame 

Sampling size 

Parameter 

Statistics 

Question No: 24 

 Promotion of cable TV affects the health of a child   1) strongly agrees 2) agree 3) disagree 4) strongly 

disagree 5) undecided   is an example of-- 

Ordinal scale 

Summated scale 

Nominal scale 

Arbitrary scale 

Question No: 25 

 Descriptive research is a type of-- 

Exploratory Research 

Attitude research 

Conclusive research 

Experimental research 

Question No: 26 

 An extraneous variable involving changes in the; measuring instrument or in the observers or scores 

themselves-- 

Interactive testing effect 

Instrumentation 

Statistic 

Sampling 

Question No: 27 

 The time which a respondent takes before answering the question-- 

Response error 

Response Latency 

Verbal models 

Voice pitch analysis 

Question No: 28 

 What is meant by value of research information? 

How valuable the data is for the client 

cost benefit analysis of the data 

Information collected from various sources 

Total time collected in gathering information 

Question No: 29 

 The efficiency of OTC products is checked by-- 

Retailers only 

Consumers only 

Manufacturers only 

Distributors only 

Question No: 30 

What is the degree of freedom for F-test? 

n-k-2 

n-k 

n-k-1 

Question No: 31 

 _____may be broadly classified as exploratory or conclusive. 

Job design 

Longitudinal design 

Cross-sectional design 

Research design 

Question No: 32 

 Companies that collect and sell common pools of data designed to serve information needs shared by a 

number of clients is-- 

Customized services 

Syndicated services 

Field services 

all of them 

Question No: 33 

 Multiple choice questions for which usually only two responses are given such as:  yes -no, male- female 

is termed as-- 

Open-ended questions 

Multiple choice questions 

Dichotomous questions 

Unstructured questions 

Question No: 34 

 The summary description of a fixed characteristic or measure of a target population is known as-- 

Parameter 

Precision 

Statistic 

Quota 

Question No: 35 

 Which of the following techniques is commonly used in social science research? 

Deliberate sampling 

Multistage sampling 

Cluster sampling 

Systematic sampling 

Question No: 36 

 Ranking of a team can de done with the help of--: 

Ratio scale 

Interval scale 

Ordinal scale 

Nominal scale 

Question No: 37 

 What is the another name for single cross-sectional designs? 

Longitudinal designs 

Sample survey design techniques 

Projective techniques 

Causal design 

Question No: 38 

 Questions to which the respondents can answer in their own words are--

  

Dichotomous questions 

Unstructured questions 

Structured questions 

None of the above 

Question No: 39 

"A Local radio station asks people to call in and express their reactions to some controversial issues "is 

an example of-- 

Judgment sample 

Convenience sample 

Quota sample 

Probabilistic sample 

Question No: 40 

  The research design which is used to obtain the evidence of cause and effect relationship is-- 

Exploratory research 

Descriptive 

Cause and effect 

Cross-sectional

  Answers :-

Assignment A

  1. “Food Mania” is a chain of fast food restaurants located in major metropolitan areas in the south. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first they want to know more about their customers and their preferences.
  2. List two Hypothesis

Ans a. A hypothesis may be a planned clarification for associate noticeable development. For a hypothesis to be advance as a scientific hypothesis, the methodology needs that one will check it.

Two hypothesis for nourishment chain are:

Hypothesis one: Restaurants that use revenue management methods to a larger extent to cut back the uncertainty of arrival, the length of meal period, and also the quantity of your time between customers can have higher sales revenues, a lot of table turns, and lower meal durations than restaurants that use these revenue management methods to a lesser extent.

Hypothesis Two: Restaurants that use value management to a larger extent can have higher sales revenue than restaurants that use value management to a lesser extent. It helps them to draw in a lot of customers within the competitive world.

  1. What kind of research design is appropriate? Why?

A.b. Questionnaire: It will wont to recognize the preference of the client to urge the feedback from customers and acceptable to form the changes in step with customers would like. form could be a best methodology once it´s utilized in the correct approach it offers right data and additional authentic and most updated information’s.

Regression analysis: Hypothesis 2 is supported with this. The revenue management strategy of worth management is considerably related to sales revenue thus it may be used together of the tactic. it´s a methodology which might be wont to calculate additional authentic and mathematically information’s.

2.Develop a plan for conducting a focus group to determine consumers’ attitudes towards and preferences for imported automobiles. Specify the objectives of the focus group, write a screening questionnaire, and develop a moderato’s outline.

2 Ans- focus cluster interview is a reasonable, speedy appraisal technique which will offer managers with a wealth of qualitative data on performance of development activities, services, and product, or different problems. A helper guides seven to eleven folks in an exceedingly discussion of their experiences, feelings, and preferences a couple of topic. The helper raises problems known in an exceedingly discussion guide and uses searching techniques to solicit views, ideas, and different data. Sessions usually last on to 2 hours.

To determine consumers’ attitudes towards and preferences for foreign cars we´ve got to decide on folks from an equivalent trade with the wide expertise World Health Organization will handle the case and have the proper data with them. {we will|we will|we are able to} have retired folks of the trade and that we can have current prime leaders. cars trade is that the trade which needs innumerable technical data concerning the trade therefore we should always have that in mind once choosing folks.

When area unit Focus cluster Interviews Useful?

Focus cluster interviews may be helpful altogether phases of development activities—planning, implementation, monitoring, and analysis. they will be wont to solicit views, insights, and proposals of program employees, customers, stake- holders, technical consultants, or different teams.

They are particularly applicable when:

program activities area unit being planned and it´s necessary for managers to know customers´ and different stakeholders´ attitudes, preferences or wants specific services or stretch approaches have to be compelled to take under consideration customers’ preferences major program implementation issues can not be explained recommendations and suggestions area unit required from customers, partners, ex

Before deciding whether or not to use focus cluster interviews as a supply of data, the study purpose has to be processed. this needs distinctive World Health Organization can use the data, Discussions last one to 2 hours and may be conducted determinative what data is required, and understanding in an exceedingly convenient location with a point of privacy. Why the data is required.

Step 1. choose the team

Conducting a spotlight cluster interview needs alittle team, with a minimum of a helper to guide the discussion and a rapport. The helper ought to be a verbaliser World Health Organization will place folks relaxed. The team ought to have

substantive data of the subject below discussion. Skills and skill in conducting focus teams also are necessary. If the interviews area unit to be conducted by members of a broader analysis team while not previous expertise focused cluster techniques, coaching is recommended. This coaching will take the shape of role enjoying, formalized instruction on topic sequencing and searching for generating and managing cluster discussions, in addition as pre-testing discussion guides in pilot teams.

Step 2. choose the participants

First, determine the categories of teams and establishments that ought to be painted (such as program managers, customers, partners, technical consultants, government officials) within the focus teams. this can be determined by the data wants of the study. usually separate focus teams area unit command for every style of cluster. Second, determine the foremost appropriate folks in every cluster. one amongst the most effective approaches is to consult key informants World Health Organization understand native conditions. it´s prudent to consult many informants to attenuate the biases of individual preferences. every focus cluster ought to be seven to eleven folks.

Step 3. Select temporal arrangement and location: temporal arrangement of the discussion and also the location is additionally foreign so all will attend it at the proper time and right place.

Step 4. Prepare the discussion guide: The discussion guide is a top level view, ready prior to, that covers the topics and problems to be mentioned. It ought to contain few things, permitting it slow and adaptability to pursue unlooked-for however relevant problems.

Step 5. Conduct the interview

Establish rapport. usually participants don´t recognize what to handle inquiries to people World Health Organization area unit reluctant

Expect from focus cluster discussions. it´s useful for the helper to stipulate the aim and format of the discussion at the start of the session, and set the cluster relaxed. Participants ought to be told that the discussion is informal, most are expected to participate. Stop taking notes once a personal talks for associate

Phrase queries fastidiously. sure sorts of queries area unit one dimensional and don´t stimulate discussion.

Step 6. Record the discussion. Recording of debate is incredibly foreign for proof and to avoid the biases. it´ll conjointly facilitate in future discussion and analysis.

Step 7. Analyses Last step is that the analyses of the interview and to convey the feedback.

Objectives of the main target cluster: Objective of the main target group ought to be to induce the proper data from the candidates. They ought to concentrate on what they require to understand, what´s the aim of this interview and check out to induce a lot of and a lot of data in one go. They ought to avoid any conflict with candidates and may offer them an opportunity to talk and to convey their views. They ought to not be bias with any specific candidate or product and may be willing to convey right data

Sample Questionnaire:

Q.1 does one like foreign cars or national cars.

Q.2 If you prefer foreign cars then what attract you the foremost (brand, Look, worth Comfort)

Q.3. what area unit your favorite brands in foreign automobiles?

Q.4 that is your favorite national automobile brand?

Q.5 what changes can you counsel in national brands to match it with foreign automobiles?

Q.6 Is cash an element once deciding a selected whole.

3.You are in the marketing research department of a firm specializing in developing decision support system (DSS) for the health care Industry. Your firm would like to measure the attitudes of hospital administrators towards DSS. The interview would be conducted by telephone. You have been asked to develop an appropriate scale for this purpose. Management would like you to explain and justify your reasoning in constructing the scale.

Ans-Decision support systems (DSS) are around since the start of the time of distributed computing. the primary call network created its look within the middle to late Sixties and might currently be found in the majority industries wherever data systems square measure used. call support systems square measure progressively getting used in attention, wherever doctors, to be used throughout their consultations, style some whereas others square measure aimed toward the broader business for not solely doctors, however conjointly alternative attention professionals and patients.

These call support systems typically give 2 forms of support:

  • Diagnostic Support: - Here systems give support regarding designation or prognosis. they supply outcomes that scale back the uncertainty regarding the patient’s current or future scenario.
  • Management Support: - Systems give support by providing suggestions on however best to manage a patient’s condition. a number of the suggestions would possibly involve tests that need to be dispensed, what medication or treatment ought to be thought-about, typically with money and moral issues taken under consideration.

Decision support systems aid clinicians in applying new data to patient care through the analysis of varied patient specific information and enhance diagnostic and management outcomes.

Decision support systems operate in 3 modes – active (systems triggered mechanically and build choices with none intervention), semi active (raise reminders and alarms per the users input) and passive (where the user should build a particular request to the system so as to achieve advice).

Whatever mode the choice network operates at, it should give correct and reliable information, that is retrieved from a content. The content is formed of many sources of data from numerous medical disciplines, which could embrace patient observations, medical books and journals, and also the medical expertise of many physicians.

Scale:

Q.1 square measure you mistreatment any call support systems currently?

Q.2 if Yes, that model of call support systems you´re using?

Q.3 What square measure that area’s that you just have lined beneath call support systems?

Q.4 that model of call support systems you´re using?

Q.5 when mistreatment call support systems does one feel any distinction within the services?

Q.6 If given associate choice would you wish to undertake new DCS system?

Q.7 what´s going to attract you most the standard or price of call support systems?

  1. After receiving some complaints from readers, your campus newspaper decides to redesign its front page. Two new formats B and C were developed and tested against the current format, A. A total of 75 students were randomly selected and 25 students were randomly assigned to each of three format conditions. The students were asked to evaluate the effectiveness of the format on an 11-point scale. (1 = Poor, 11 = excellent)
  2. State the null hypothesis

Ans A)The null hypothesis could be a hypothesis a couple of population parameter. the aim of hypothesis testing is to check the viability of the null hypothesis within the light-weight of experimental information. looking on the info, the null hypothesis either can or won´t be rejected as a viable chance.

The null hypothesis is that µ1 - µ2 = zero wherever µ1 is that the format B is best and µ2 is that format C is best. Thus, the null hypothesis issues the parameter µ1 - µ2 and therefore the null hypothesis is that the parameter equals zero.

  1. b) What statistical test should you use?

Ans b. Binomial

take a look at A one sample binomial take a look at permits America to check whether or not the proportion of successes on a two-level categorical variable considerably differs from a hypothesized worth. for instance, victimization the hsb2 record, say we tend to want to check whether or not the proportion of females (female) differs considerably from five hundredth, i.e., from .5. we are able to do that as shown below.npar tests /binomial (.5) = feminine.The results indicate that there´s no statistically important distinction (p = .229). In different words, the proportion of females during this sample doesn´t considerably disagree from the hypothesized worth of fifty.

Two freelance samples t-test

An freelance samples t-test is employed once you need to check the suggests that of a commonly distributed interval variable for 2 freelance teams. for instance, victimization the hsb2 record, say we tend to want to check whether or not the mean for write is that the same for males and females.

T-test teams = feminine (0 1) /variables = write.

The results indicate that there´s a statistically important distinction between the mean writing score for males and females (t = -3.734, p = .000). In different words, females have a statistically considerably higher mean score on writing (54.99) than males (50.12).

  1. What are the degrees of freedom associated with the test statistic?

Ans C). In statistics, variety|the amount|the quantity} of degrees of freedom is that the number of values within the final calculation of a data point that area unit liberal to vary. Estimates of applied math parameters will be primarily based upon totally different amounts information|of knowledge} or data. the quantity of freelance items of data that get in the estimate of a parameter is named the degrees of freedom (df). In general, the degrees of freedom of associate degree estimate is adequate the quantity of freelance scores that get in the estimate minus the quantity of parameters calculable as intermediate steps within the estimation of the parameter itself.[

Mathematically, degrees of freedom area unit the dimension of the domain of a random vector, or basically the quantity of ´free´ elements: what percentage components ought to be notable before the vector is totally determined.

The term is most frequently utilized in the context of linear models (linear regression, analysis of variance), wherever bound random vectors area unit strained to belong linear subspaces, and therefore the degrees of freedom is that the dimension of the mathematical space. The degrees-of-freedom also are normally related to the square lengths (or “Sum of Squares”) of such vectors, and therefore the parameters of chi-squared and alternative distributions that arise in associated applied math testing issues

  1. Describe the appropriate target population and the sampling frame in each of the following situations:
  2. The manufacturer of a new cereal brands want to conduct in home product usage test in Chicago.
  3. A national chain store wants to determine the shopping behavior of customers who have in store charge card.
  4. A local TV station wants to determine households’ viewing habits and programming preferences.
  5. The local chapter of the American Marketing Association wants to test the effectiveness of its new member drive in Atlanta.

Ans 5.

Situation

Target population

Sampling frame

The manufacturer of a new cereal brands want to conduct in home product usage test in Chicago

Housewives and children’s

1. Which Current brand they are using?

2. Which flavor their child like the most

3. Do they have any special price/brand/flavor requirement

4. Who choose the brand?

5. How they choose the brand?

A national chain store wants to determine the shopping behavior of customers who have in store charge card.

Existing customers with cards

1. Do you like the facility of card?

2. It is more convenient then the usual shopping?

3. It helps you in what ways?

4. Will you recommend it others also?

A local TV station wants to determine households’ viewing habits and programming preferences.

Housewives and children

1.          Which is your favorite t.v Channel

2.          Approx how many hours you watch the t.v.

3.        Which are you favorite TV programmers

4.        Who handle the t.v remote mostly?

The local chapter of the American Marketing Association wants to test the effectiveness of its new member drive in Atlanta.  

New and aspiring members

1.      How was the experience of the drive?

2.      It was worthy or not?

3.      Will you recommend others also to join it?

Assignment B

Marks 10

Answer all questions.

  1. Develop a series of questions for determining the proportion of households with children under age 10 where child abuse takes place. Use the randomized response technique.

A.1 Paste your text here and click on "Next" to observe this text editor do it´s factor.

don´t have any text to check? don´t have any text to check? Click "Select Samples".randomized response may be a analysis methodology employed in structured survey interview. it had been initial projected by S. L. Warner in 19651 and later changed by B. G. linguist in 1969. It permits respondents to retort to sensitive problems (such as criminal behavior or sexuality) whereas maintaining confidentiality. probability decides, unknown to the asker, whether or not the question is to be answered in truth, or "yes", no matter the reality.

For example, social scientists have used it to raise folks whether or not they use medicine, whether or not they have illicitly put in telephones, or whether or not they have evaded paying taxes.

The sensitive question is worded in 2 divided alternatives, and probability decides, unknown to the asker, that one is to be answered honestly. The asker gets a "yes" or "no" while not knowing to that of the 2 queries. For mathematical reasons probability can not be "fair" (½ and ½). Let p be the chance to answer the sensitive question and EP actuality proportion of these interviewed bearing the embarrassing property, then the proportion of "yes"-answers YA consists as follows:

Transformed to yield EP:

Questionnaire:

Q.1 what percentage kids does one have?

Q.2 what percentage are below the age of 10?

Q.3 are oldsters literate?

Q.4 what´s the profession of the parents?

Q.5 will all the children’s visit Scholl?

Q.6 If not then is that they operating anywhere?

Q.7 Do anyone within the family drink and smoke?

Q.8 will any abusing within the family take place?

Q.9 does one ever abuse or hit your child?

Example of irregular response technique.

  • Alternative 1: "Yes ill-usage happen
  • Alternative 2: "No, ill-usage ne´er takes place."

The interviewed are going to be asked to on the Q.T. throw a die and answer the primary question on condition that they throw a half-dozen, otherwise the second question (). The "yes"-answers are currently composed of shoppers WHO have thrown a half-dozen and non-consumers WHO have thrown a unique variety. Let the result be seventy five "yes"-answers out of one hundred interviewed (). Inserted into the formula you get

If all interviewed have answered honestly then their true proportion of shoppers is 1/8 (= 12.5 %).

  1. A manufacturer would like to survey users to determine the demand potential for a new power press. The new press has a capacity of 500 tons and cost $225,000.It is used for forming products from lightweight ad heavyweight steel can be used by automobile, construction equipment and major appliance manufacturers.
  2. establish the population and sampling frame that might be used.

Ans A. The target population for this is often the big scale business WHO deals in steal and fabricators work. housing industry also can use this. There are often a queries like do have negative current power press? area unit you exploitation any press right now? What area unit the continuing comes of your company and

What area unit the comes demand for steel press?

1.Describe however a straightforward random sample are often drawn exploitation the known sampling frame.

Ans. B. a straightforward random sample are often used whereas sampling queries frame. it´ll facilitate to point out the sample and to answer any question to the purchasers. it´ll even be a symptom of labor to shown.

  1. might a representative sample be used? If therefore, how?

Ans C. No representative sample can´t be employed in this case. Sampling could be a technique of sampling from a population. However during this case we´ve to decide on among the few chosen industries.

  1. Might a cluster sample be used? If therefore, how?

Ans d. affirmative cluster sample are often employed in this case. Cluster sampling could be a sampling technique used once "natural" groupings area unit evident in a very applied mathematics population. The technique works best once most of the variation within the population is inside the teams, not between them

  1. That sampling technique would you recommend? Why?

Ans e. I´ll go along with Systematic sampling. It´s usually used rather than sampling. It´s conjointly known as associate degree ordinal name choice technique. When the specified sample size has been calculated, each ordinal record is chosen from a listing of population members. As long because the list doesn´t contain any hidden order, this sampling technique is pretty much as good because the sampling technique. It’s solely advantage over the sampling technique is simplicity. Systematic sampling is usually wont to choose a given range of records from a file.

                                                                    Case Study

Questions:
Q1.) Should Nike switch from a focus on celebrities to a focus on its products in its advertising? Discuss the role of marketing research in helping the Nike management to make this decision. What kind of research should be undertaken?

Answer:-   Yes, it should change its focus from celebrities to its product as we can see that the Nike Socks was a run away success in U.K and U.S. Marketing research will help Nike management to find out eh effectiveness of celebrities focused adds to product feature adds. Descriptive research should be undertaken as it gives a conclusive result.

Q2.) How would you describe the buying behavior of consumers with respect to athlete footwear?
Answer:
- People buy things for obvious and hidden reasons. The importance of the product determines the amount of thought and effort into the purchase. For instance buying behavior of athletic footwear will be different for serious sports athletics and different for other consumers. Athletic footwear can be categorized into 3 types:

Athleisure = Casual athletic styles, canvas, suede, etc. Recreational Boots = Hunting, Fishing. Water boot etc.
Sports based = Golf, Basketball, Soccer etc. There are essential factors that consumers take into consideration before purchasing a new pair of Athleisure shoes. Stability—the shoes should have a balanced and secure feel throughout range of motion. Flexibility—the shoes should allow for a good degree of give at the base of the toes, providing smooth motion. Comfort—walking shoes should comprise contours and padding conformed closely to the feet, providing a snug fit at the heel and midfoot.

Q 3.)  Define the marketing research problem facing Nike, given the management decision problem you have identified? How can the internet be used to help Nike in conducting marketing research and in marketing its products?

        Answer:

       The marketing research problem facing by Nike, and problem identified

  • Determine the role that product characteristics, image, and other factors play in influential consumers choice of shoe brand
  • What is the market share of NIKE and its competitors.
  • What are the demographic and psychographic characteristics of consumers who are concerned with the image.
  • What are the demographic and psychographic characteristics of consumers who are concerned with the product characteristics.

       The internet be used to help Nike in conducting marketing research and in marketing its products?

  • Internet survey can be done asking the recommendation from the consumers
  • The product innovation idea, new strategies, any demerit of the existing product can be asked through E-mails, websites,    Questionnaire.
  • Through internet the responses could be much faster and the rate of error can be much lesser

                                                          ANSWERS OF MULTIPLE QUESTIONS:

  1. The respondent´s perceptions that their identities will not be discerned by the interviewer or the researcher--

Options                     

  1. Social desirability
  2. Critical request 
  3. Perceived anonymity 
  4. Non response bias
  1. Observation bias for mechanical observation-- 

Options                     

  1. Low 
  2. High 
  3. Medium
  4. Extremely high 
  1. Pretest-Posttest Control Group is which type of Experimental design?

 Options                     

  1. Pre-experimental
  2. Quasi experimental 
  3. True experimental 
  4. Statistical
  1. The process of correcting data to reduce them to the sample scale by subtracting the sample mean and dividing by the standard deviation-- 

Options                    

  1. Generalization
  2. Scale transformation
  3. Standardization 
  4. Variable re – specification
  1. Scale intervals can be used for--

Options                     

  1. Family lifestyle 
  2. Age 
  3. Occupation 
  4. Sampling
  1. The process of recognizing and noting people-- 

Options                     

  1. Direct observation method
  2. Experimental method 
  3. Attitude research 
  4. Data gathering
  1. Descriptive research is a type of- 

Options                 

  1. Exploratory Research
  2. Attitude research 
  3. Conclusive research 
  4. Experimental research
  1. What is meant by value of research information

Options                   

  1. How valuable the data is for the client
  2. cost benefit analysis of the data
  3. Information collected from various sources
  4. Total time collected in gathering information
  1. The efficiency of OTC products is checked by-- 

Options                    

  1. Retailers only 
  2. Consumers only 
  3. Manufacturers only 
  4. Distributors only
  1. An extraneous variable involving changes in the; measuring instrument or in the observers or scores themselves-- 

Options                     

  1. Interactive testing effect
  2. Instrumentation 
  3. Statistic 
  4. Sampling

11._____may be broadly classified as exploratory or conclusive.  

Options                     

  1. Job design
  2. Longitudinal design 
  3. Cross-sectional design 
  4. Research design
  1. The time which a respondent takes before answering the question-- 

Options                     

  1. Response error
  2. Response Latency 
  3. Verbal models 
  4. Voice pitch analysis 
  1. An extraneous variable attributable to the loss of test units while the experiment is in process-- 

Options                     

  1. Interactive testing effect 
  2. Instrumentation 
  3. Statistic 
  4. Mortality
  1. Which one of these is a Market Research Firm? 

Options                     

  1. PWC 
  2. Ernst and Young 
  3. AC Nielsen 
  4. Voltas
  1. A focus group technique using a telecommunication network is called-- 

Options                     

  1. Telephonic group 
  2. Telephonic interview 
  3. Tele session group
  4. Mortality    
  1. In Exploratory research design the methods used are-         
  1. Expert surveys
  2. Pilot surveys 
  3. Qualitative research 
  4. all of them
  1. The research methodology which provides insights and understanding to the problem is-- 

Options                     

  1. Causal research 
  2. Descriptive research 
  3. Exploratory research 
  4. all of them
  1. When is the transcribing process of data preparation irrelevant? 

Options                     

  1. CAPI 
  2. Mall panel 
  3. In home interview 
  4. all of them
  1. A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point, is--

Options                  

  1. Semantic differential scale 
  2. Likert scale
  3. Continuous rating scal 
  4. Staple scale
  1. Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients is-- 

Options                     

  1. Customized services
  2. Syndicated services
  3. Field services 
  4. all of them
  1. Which is a type of limited services? 

Options                   

  1. Analytical services
  2. Customized services 
  3. Standardized services 
  4. Internet services
  1. Types of syndicated services-- 

Options                    

  1. Purchase panel 
  1. Tracking data 
  1. Audit services
  2. all of them
  1. The research design which is used to obtain the evidence of cause and effect relationship is-- 

Options                     

  1. Exploratory research 
  1. Descriptive 
  1. Cause and effect
  2. Cross-sectional
  1. What is list of all units/observations is known as? 

Options                     

  1. Sampling frame 
  1. Sampling size
  2. Parameter 
  1. Statistics
  1. Promotion of cable TV affects the health of a child 1) strongly agrees 2) agree 3) disagree 4) strongly disagree 5) undecided is an example of-- 

Options          

  1. Ordinal scale
  2. Summated scale
  3. Nominal scale
  4. Arbitrary scale
  1. Multiple choice questions for which usually only two responses are given such as: yes -no, male- female is termed as- 

Options                 

  1. Open-ended questions
  2. Multiple choice questions
  3. Dichotomous questions
  4. Unstructured questions
  1. The summary description of a fixed characteristic or measure of a target population is known as--

Options                  

  1. Parameter
  2. Precision
  3. Statistic
  4. Quota
  1. Which of the following is a technique of exploratory research design?

Options                   

  1. Focus group interviews
  2. Simulation
  3. Secondary data
  4. Interrogation of respondents
  1. Which of the following techniques is commonly used in social science research

Options               

  1. Deliberate sampling
  2. Multistage sampling
  3. Cluster sampling
  4. Systematic sampling
  1. Ranking of a team can be done with the help of--:

Options                     

  1. Ratio scale
  2. Interval scale
  3. Ordinal scale
  4. Nominal scale
  1. What is the degree of freedom for F-test?

Options          

  1. n-k-2
  2. n
  3. n-k
  4. n-k-1
  1. Which of the following is the source of secondary data

Options              

  1. Mail interviews
  2. Focus groups
  3. Delphi technique
  4. Sales records
  1. What is another name for single cross-sectional designs? 

Options                

  1. Longitudinal designs
  2. Sample survey design techniques
  3. Projective techniques
  4. Causal design
  1. Questions to which the respondents can answer in their own words are--

Options                

  1. Dichotomous questions
  2. Unstructured questions
  3. Structured questions
  4. None of the above
  1. Number of units to be included in the study is called--

Options             

  1. Sampling frame
  2. Sampling
  3. Sample size 
  4. Sampling unit
  1. Technique used to motivate respondents to enlarge on, clarify or explain their answers--

Options                

  1. Interviewing
  2. Sampling
  3. Probing
  4. Questioning
  1. Non-metric data can be measured on--

Options                

  1. Interval
  2. Nominal or ordinal scale
  3. Ratio scale
  4. None of the above
  1. Which of the following represents the middle value when the data is arranged in the ascending or descending order

Options                   

  1. Mode
  2. Median
  3. Mean
  4. Average
  1. Story - telling is an example of -

Options                

  1. Delphi technique
  2. Observational methods
  3. Depth interviews
  4. Projective technique

40."A Local radio station asks people to call in and express their reactions to some controversial issues "is an example of--         

Options         

  1. Judgment sample
  2. Convenience sample
  3. Quota sample
  4. Probabilistic sample

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