Marketing Research/ Research Methodology

Assignment A
Question1. 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.
a)
b)

List two Hypothesis

What kind of research design is appropriate? Why?
Question2. 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 moderatos
outline.
Question3. 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.
Question4. 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)
b)
c)

State the null hypothesis

What statistical test should you use?
What are the degrees of freedom associated with the test statistic?
Question5. 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.
A national chain store wants to determine the shopping behavior of customers who
have in store charge card.
A local TV station wants to determine households viewing habits and
programming preferences.
The local chapter of the American Marketing Association wants to test the
effectiveness of its new members drive in Atlanta.
A distance education institute wants to determine effectiveness of its
management programme launched 3 years ago.

b)
c)
d)
e)

Question6. 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.
Question7. 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)
b)

Identify the population and sampling frame that could be used.

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?

Question8. 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?

Amity MBA Assignment B

Case Detail :
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 companys 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
dont set out to make ad the ultimate goal is to make connection. States Dan
Wieden, executive at one of Nikes 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.
Nikes 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
Jordans 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 bulls
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 Nikes 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 Nikes other subsidiary presented big growth opportunity.
Weve just scratched the surface in the womens fitness. In soccer, we have
become worlds 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 Nikes 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.
Questions 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?

Question 2: How would you describe the buying behavior of consumers with respect
to athlete footwear?
Question 3: Define the marketing research problem facing Nike, given the
management decision problem you have identified?
Question 4: What is the management decision problem facing Nike as it attempt to
retain its leadership position?

Amity MBA Assignment C

1. The respondent's perceptions that their identities will not be discerned by the
interviewer or the researcher-2. Observation bias for mechanical observation-3. Pretest-Posttest Control Group is which type of Experimental design?
4. The process of correcting data to reduce them to the sample scale by subtracting
the sample mean and dividing by the standard deviation-5. Scale intervals can be used for-6. The process of recognizing and noting people-7. Descriptive research is a type of-8. What is meant by value of research information?
9. The efficiency of OTC products is checked by-10. An extraneous variable involving changes in the; measuring instrument or in
the observers or scores themselves
11. may be broadly classified as exploratory or conclusive.
12. The time which a respondent takes before answering the question-13. An extraneous variable attributable to the loss of test units while the
experiment is in process-14. Which one of these is a Market Research Firm?
15. A focus group technique using a telecommunication network is called-16. In Exploratory research design the methods used are17. The research methodology which provides insights and understanding to the
problem is-18. When is the transcribing process of data preparation irrelevant?
19. 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-20. Companies that collect and sell common pools of data designed to serve
information needs shared by a number of clients is-21. Which is a type of limited services?
22. Types of syndicated services-23. The research design which is used to obtain the evidence of cause and effect
relationship is-24. What is list of all units/observations is known as?
25. 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-26. Multiple choice questions for which usually only two responses are given such
as: yes -no, male- female is termed as--

27. The summary description of a fixed characteristic or measure of a target

population is known as-28. Which of the following is a technique of exploratory research design?
29. Which of the following techniques is commonly used in social science research?
30. Ranking of a team can de done with the help of-31. What is the degree of freedom for F-test?
32. Which of the following is the source of secondary data?
33. What is the another name for single cross-sectional designs?
34. Questions to which the respondents can answer in their own words are-35. Number of units to be included in the study is called-36. Technique used to motivate respondents to enlarge on, clarify or explain their
answers-37. Non-metric data can be measured on-38. Which of the following represents the middle value when the data is arranged in
the ascending or descending order?
39. Story - telling is an example of
40. "A Local radio station asks people to call in and express their reactions to some
controversial issues "is an example of-We Also Provide SYNOPSIS AND PROJECT.
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