Amity Campus

Uttar Pradesh
India 201303

ASSIGNMENTS
PROGRAM: MFC
SEMESTER-II
Subject Name
Study COUNTRY
Roll Number (Reg.No.)
Student Name

: MARKETING RESEARCH & REPORT PREPARATION

: BOTSWANA
: MFC001112014-20160175
: MPHO PELOEWETSE TAU

INSTRUCTIONS
a) Students are required to submit all three assignment sets.
ASSIGNMENT
Assignment A
Assignment B
Assignment C

DETAILS
Five Subjective Questions
Three Subjective Questions + Case Study
Objective or one line Questions

MARKS
10
10
10

b)
c)
d)
e)

Total weightage given to these assignments is 30%. OR 30 Marks

All assignments are to be completed as typed in word/pdf.
All questions are required to be attempted.
All the three assignments are to be completed by due dates and need to be submitted for
evaluation by Amity University.
f) The students have to attached a scan signature in the form.

Signature :
Date
:

14/06/2015

( ) Tick mark in front of the assignments submitted

Assignment
Assignment C
Assignment B

Marketing Research & Report Preparation

Assignment-1
Explain in details the process of marketing research.
ANSWER:
Step 1. Define the Objective & Your Problem
Perhaps the most important step in the market research process is defining the goals of the project. At the core
of this is understanding the root question that needs to be informed by market research. There is typically a key
business problem (or opportunity) that needs to be acted upon, but there is a lack of information to make that
decision comfortably; the job of a market researcher is to inform that decision with solid data. Examples of
business problems might be How should we price this new widget? or Which features should we
prioritize?
By understanding the business problem clearly, youll be able to keep your research focused and effective. At
this point in the process, well before any research has been conducted, I like to imagine what a perfect final
research report would look like to help answer the business question(s). You might even go as far as to mock up
a fake report, with hypothetical data, and ask your audience: If I produce a report that looks something like
this, will you have the information you need to make an informed choice? If the answer is yes, now you just
need to get the real data. If the answer is no, keep working with your client/audience until the objective is clear,
and be happy about the disappointment youve prevented and the time youve saved.
Step 2. Determine Your Research Design
Now that you know your research object, it is time to plan out the type of research that will best obtain the
necessary data. Think of the research design as your detailed plan of attack. In this step you will first
determine your market research method (will it be a survey, focus group, etc.?). You will also think through
specifics about how you will identify and choose your sample (who are we going after? where will we find
them? how will we incentivize them?, etc.). This is also the time to plan where you will conduct your research
(telephone, in-person, mail, internet, etc.). Once again, remember to keep the end goal in mindwhat will your
final report look like? Based on that, youll be able to identify the types of data analysis youll be conducting
(simple summaries, advanced regression analysis, etc.), which dictates the structure of questions youll be
asking.
Your choice of research instrument will be based on the nature of the data you are trying to collect. There are
three classifications to consider:
Exploratory Research This form of research is used when the topic is not well defined or understood, your
hypothesis is not well defined, and your knowledge of a topic is vague. Exploratory research will help you gain
broad insights, narrow your focus, and learn the basics necessary to go deeper. Common exploratory market
research techniques include secondary research, focus groups and interviews. Exploratory research is a
qualitative form of research.
Descriptive Research If your research objective calls for more detailed data on a specific topic, youll be
conducting quantitative descriptive research. The goal of this form of market research is to measure specific
topics of interest, usually in a quantitative way. Surveys are the most common research instrument for
descriptive research.

Causal Research The most specific type of research is causal research, which usually comes in the form of a
field test or experiment. In this case, you are trying to determine a causal relationship between variables. For
example, does the music I play in my restaurant increase dessert sales (i.e. is there a causal relationship between
music and sales?).
Step 3. Design & Prepare Your Research Instrument
In this step of the market research process, its time to design your research tool. If a survey is the most
appropriate tool (as determined in step 2), youll begin by writing your questions and designing your
questionnaire. If a focus group is your instrument of choice, youll start preparing questions and materials for
the moderator. You get the idea. This is the part of the process where you start executing your plan.
By the way, step 3.5 should be to test your survey instrument with a small group prior to broad deployment.
Take your sample data and get it into a spreadsheet; are there any issues with the data structure? This will
allow you to catch potential problems early, and there are always problems.
Step 4. Collect Your Data
This is the meat and potatoes of your project; the time when you are administering your survey, running your
focus groups, conducting your interviews, implementing your field test, etc. The answers, choices, and
observations are all being collected and recorded, usually in spreadsheet form. Each nugget of information is
precious and will be part of the masterful conclusions you will soon draw.
Step 5. Analyze Your Data
Step 4 (data collection) has drawn to a close and you have heaps of raw data sitting in your lap. If its on scraps
of paper, youll probably need to get it in spreadsheet form for further analysis. If its already in spreadsheet
form, its time to make sure youve got it structured properly. Once thats all done, the fun begins. Run
summaries with the tools provided in your software package (typically Excel, SPSS, Minitab, etc.), build tables
and graphs, segment your results by groups that make sense (i.e. age, gender, etc.), and look for the major trends
in your data. Start to formulate the story you will tell.
Step 6. Visualize Your Data and Communicate Results
Youve spent hours pouring through your raw data, building useful summary tables, charts and graphs. Now is
the time to compile the most meaningful take-aways into a digestible report or presentation. A great way to
present the data is to start with the research objectives and business problem that were identified in step 1.
Restate those business questions, and then present your recommendations based on the data, to address those
issues.
When it comes time to presenting your results, remember to present insights, answers and recommendations,
not just charts and tables. If you put a chart in the report, ask yourself what does this mean and what are the
implications? Adding this additional critical thinking to your final report will make your research more
actionable and meaningful and will set you apart from other researchers.
While it is important to answer the original question, remember that market research is one input to a business
decision (usually a strong input), but not the only factor.
So, thats the market research process. The figure below walks through an example of this process in action,
starting with a business problem of how should we price this new widget?

2. Compare and contrast the exploratory, descriptive, and causal research designs.
3. What are the advantages of using projective techniques in comparison to focus groups and indepth interviews?
4. Write a brief note on survey methods.

5. When selecting the use of a neutral alternative in dichotomous questions what considerations
should be kept in mind?
Assignment-2
1. Explain data editing and coding process in details.
2. Discuss the importance of marketing research report in the marketing research process.
3. Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for
mechanical observation that do not require the respondents direct participation.
Case Study
The Upjohn Company, based in Kalamazoo, Michigan, manufactures and markets pharmaceuticals and healthrelated products. With more than 19,000 employees and distribution in over 30 countries from Australia to
Zaire, the companys annual sales top $1 billion. Upjohn is constantly developing and marketing new products.
One example is Rogaine. Originally developed as an anti-hypertension drug, Rogaine was shown in clinical
tests to encourage moderate hair growth on some balding male volunteers. Thereafter, Upjohn quickly applied
to the U.S. Food & Drug Administration (FDA) for the right to market the drug as a hair growth product in the
United States.
a. Define Rogaines marketing problems from a marketing research perspective.
b. What type of exploratory research should Upjohn conduct?

Assignment-3
1. Marketing Research, is everything except_______
a. Systematic
b. Politically biased
c. Objective
d. Used to assist management in decision making
e. None of the above
2. _____ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are
likely to arise in the future.
a. Problem identification research
b. Segmentation research
c. Problem solving research
d. Marketing information systems
e. Advertising research
3. In order to determine customer needs and to implement marketing strategies and programs aimed at
satisfying those needs, marketing managers need information about _____.
a. Customers
b. Competitors
c. Other forces in the marketplace
d. All of the above
e. None of the above
4. Marketing managers need the information provided by marketing research for many reasons.
Which of the following is not a reason to need information provided by marketing research?
a. Firms have become national and international in scope.
b. Consumers have become more affluent and sophisticated.
c. Competition has become more intense.
d. All of the above.
e. (a) and (b) above
5. The Nielsen Television Index is a set of information of known commercial value that is provided to multiple
clients on a subscription basis. The Nielson Index is an example of _____.
a. Syndicated services
b. Customized services
c. Standardized services
d. Analytical services
e. Partial services
6. Customized services are________
a. Companies that specialize in one or a few phases of the marketing research project
b. Companies that use standardized procedures to provide marketing research to various clients
c. Companies that collect and sell common pools of data designed to serve information needs shared by a
number of clients
d. Companies that tailor the research procedures to best meet the needs of each client
e. Both (a) and (b) above
7. Which one of the following techniques is not a qualitative research technique?
a. Depth interview
b. Word association

c. Focus group
d. Conclusive research
e. Projective technique
8. Which of the following tasks is not a component of research design?
a. Design the exploratory, descriptive, and/or causal phases of the research.
b. Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection.
c. Specify the sampling process and sample size.
d. Develop hypotheses.
e. None of the above
9. As compared to primary data, secondary data are collected_______.
a. Rapidly and easily
b. At a relatively low cost
c. In a short time
d. All of the above
e. None of the above
10. Depth interviews are like focus group in all of the following ways except:
a. Both are unstructured interviews
b. Both are direct ways of obtaining information
c. Both are qualitative research methods
d. Both are one-on-one interviews
e. (b) and (c) above
11. An interviewing process which uses a computerized questionnaire administered to respondents over the
telephone is known as
a. Traditional telephone
b. In-home
c. Computer-assisted telephone interviews (CATI)
d. Internet
e. Mall intercept
12. In marketing research, attitudinal data obtained from rating scales are often treated as _______ data.
a. Nominal
b. Ordinal
c. Interval
d. Ratio
e. Non metric
13. When used for classification purposes, the ________ scaled numbers serve as labels for classes or
categories.
a. Ordinally
b. Intervally
c. Nominally
d. Ratio scale
e. Rank
14. The mathematical symbols X and X S represent a _____ for the population and the sampling
distribution respectively.
a. Standard error of the proportion
b. Standard deviation

c. Standard error of the mean

d. Median
e. Variance
15. Respondents have been asked to express their degree of agreement with a series of lifestyle
statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and
8 are out of range. Where in the data cleaning process might any out-of range data be caught?
a. Consistency checks
b. Returning to the field
c. Treatment of missing responses
d. Both (a) and (c) are correct
e. Both (b) and (c) are correct
16. Which option for the treatment of missing values involves the researcher using the respondents pattern of
responses to calculate a suitable response to the missing questions?
a. Returning to the field
b. Case-wise deletion
c. Substitute an imputed response
d. Substitute a neutral value
e. Pair wise deletion
17. Which of the research questions / hypotheses given below is best answered using cross tabulations?
a. Is model appeal of an motorbike related to age and education levels?
b. The department store is being patronized by more than 10 percent of households.
c. One hotel has a more upscale image than its close competitor.
d. Both (b) and (c) are correct.
e. None of the above
18. The regression equation for a categorical independent variable with four categories would be modeled as:
i=a+ b1 D1+ b2 D2+ b3 D3, here D1, D2, D3 are the
a. Dependent variables
b. Independent Variables
c. Dummy variables
d. Surrogate variables
e. Trial variables
19. If the discriminant function is estimated and the square of the canonical correlation is 0.81, what does it
indicate?
a. 81% of the variance in the dependent variable is explained by the model.
b. The null hypothesis is rejected. Therefore, there is significant discrimination between groups.
c. 90% of the explained variance is accounted for.
d. (b) and (c) are correct
e. None of the above
20. The linear combinations of independent variables developed by discriminant analysis that will best
discriminate between the categories of the dependent variable are _____.
a. Discriminant functions
b. Discriminant scores
c. Characteristic profiles
d. Classification matrix
e. Group centroids

21. Factor analysis is a (n) _____ in that the entire set of interdependent relationships is examined.
a. KMO measure of sampling adequacy
b. Orthogonal procedure
c. Interdependence technique
d. Varimax procedure
e. Orthogonal rotation
22. The amount of variance a variable shares with all other variables included in the factor analysis is referred to
as _____.
a. Communality
b. Total variance
c. Shared variance
d. Percentage of variance
e. Eigen value
23. An analysis technique which uses methods that are heuristics based on algorithms is known as.
a. Factor analysis
b. Discriminant analysis
c. Clustering
d. Analysis of variance
e. Regression analysis
24. If you are performing cluster analysis on the same data using different distance measures and then
comparing the results across measures to determine stability of the solutions, you are at which stage of the
cluster analysis process?
a. Interpreting and profiling the clusters
b. Assessing reliability and validity
c. Deciding on the number of clusters
d. Deciding on the number of factors
e. Selecting a clustering procedure
25. _____ is a lack of fit measure; higher values indicate poorer fits.
a. Attribute levels
b. Stress
c. R-square
d. KMO
e. Relative importance weights
26. In which approach to collecting perception data are respondents often required to rate all possible pairs of
brands or stimuli in terms of similarity/dissimilarity on a 1-5 scale? (1 Most similar, 5 least similar)
a. Direct
b. Preference
c. Derived
d. Likert
e. In direct
27. Which statement is true about using discriminant analysis to create spatial maps?
a. Input data should be obtained via attribute-based approaches to obtaining perception data.
b. Spatial maps are obtained by plotting brand scores on the factors.
c. Discriminant weights can be used to label the dimensions.
d. Both (a) and (c) are true
e. None of the above.

28. Which of the following statements is not true concerning conjoint analysis?
a. The underlying assumption is that any set of stimuli, such as products, brands, or stores, is evaluated as a
bundle of attributes.
b. Conjoint analysis relies on respondents subjective evaluations.
c. Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach
to the levels of each attribute.
d. The stimuli in conjoint analysis are products or brands
e. It is used for determining the relative importance of attributes in the consumer choice process
29. For conjoint analysis, when full or complete profiles of brands are constructed for all the attributes, the
process is known as
a. Full-profile approach
b. Pair-wise approach
c. Two-factor evaluations
d. Both (b) and (c)
e. Multifactor evaluation
30. Marketing research has often been described as having four stakeholders. These stakeholders have certain
responsibilities to each other and to the research project. Which of the following is not one of the stakeholders?
a. The marketing researcher
b. The respondent
c. The public
d. The environment
e. The research agency
31. Because of potential difficulties when seeking advice from experts, it is best to use interviews with experts
when conducting marketing research ________.
a. For industrial firms
b. For products of a technical nature
c. In situations where little information is available from other sources
d. All of the above
e. None of the above
32. The management decision problem focuses on ________, while the marketing research problem focuses on
________.
a. Symptoms; solutions
b. Symptoms; underlying causes
c. Solutions; underlying causes
d. Underlying causes; solutions
e. None of the above
33. ________ is a type of non-sampling error arising from respondents who do respond but give inaccurate
answers, or their answers are mis-recorded or mis analyzed. It may be defined as the variation between the true
mean value of the variable in the net sample and the observed mean value obtained in the marketing research
project.
a. Random sampling error
b. Non-response error
c. Non-sampling error
d. Response error
e. Inefficiency error
34. Which of the following is a disadvantage of surveys?
a. Interviewer errors; respondent errors

b. Data is lacking in terms of content, quantity, and quality

c. Data may not be representative; quality of data limited
d. Coverage may be incomplete; matching of data on the competitive activity may be difficult
e. None of the above
35. The target population for a department store project was defined as male or female head of household
responsible for most of the shopping at department stores in metro Mumbai in 2006. Male or female head of
household responsible for most of the shopping at department stores is what part of the target population
definition?
a. Elements
b. Sampling unit
c. Extent
d. Time
e. Both (b) and (c) above
36. Using the same text in question number 7 Metro Mumbai is what part of the target population definition?
a. Elements
b. Sampling unit
c. Extent
d. Time
e. Both (b) and (c) above
37. Supervisor should keep daily records of the number of calls made, number of not-at-homes, number of
refusals, and number of completed interviews for each interviewer and the total for all interviewers under their
control. These daily records are a part of ________.
a. Quality control and editing
b. Control of cheating
c. Central office control
d. Sampling control
e. Both b and c above
38. The number of units that will have to be sampled is the
a. Incidence rate
b. Initial sample size
c. Completion rate
d. Final sample size
e. Population size
39. Which option for the treatment of missing values involves the researcher using only cases or respondents
with complete responses for each calculation?
a. Returning to the field
b. Case-wise deletion
c. Pair-wise deletion
d. Substitute a neutral value
e. Using an arbitrary value
40. Factor analysis is a multivariate statistical techniques used when, there is
a. Variable interdependence
b. One dependent variable
c. More than one dependent variable
d. Inter object similarity
e. Inter object dissimilarity