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MS-66 Solved Assignment

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  • Version: 2018 July - Dec

Soft Copy: Yes
Downloadable File: Yes
University: IGNOU
Course: Master of Business Administration

Q&A of Mba MS-66 Solved Assignment 2018 - Marketing Research

Q.1. (a) Define Marketing Research. How and why marketing research assumes significance as an important link between the consumer and the marketer. Discuss
Answer. ......Marketing research uses the scientific method in that data are collected...... Marketing research uses include Advertising......

b) Explain the various types of research designs that a marketer can consider in undertaking marketing research activities for the marketing problems faced by the firm.

Q. (a) What is data in research? Why and when data collection becomes relevant in a research project? Discuss with a suitable example.

b) Discuss the basic concepts in sampling and the steps involved in sampling process.

Q. (a) What is Qualitative research? Identity and discuss the areas where qualitative research can be used in marketing

(b) Elaborate the importance of editing, coding, classification tabulation and presentation of data in the context of research studies. Elaborate

Q. (a) What is cluster analysis? What are its possible areas of application in marketing situations?
Answer. .........

(b) Koffee Enterprise was established with a presence across the entire coffee value chain from procuring, processing and roasting of coffee beans to retailing coffee products across various formats. The company has pioneered the coffee culture by launching coffee outlets in late 90's. Today Koffee enterprise has the country's largest footprint with multi format outlets enjoying a market share of around 45 percent in the organized cafe segment spread across 220 cities with 1540 outlets. The introduction of the bean-to-cup format in the cafe segment at competitive prices has revolutionized the coffee drinking habits thus driving out-of-home consumption by installing 30,900 vending machines and 560 kiosks across the country. Management has found that the vending machine and kiosk business contributed very little to the overall business and has remarkably declined in terms of consumption thus impacting a drop in the revenues. You have been hired by the company to undertake research and offer your recommendations and future course of action to revive this line of business back on the track

Question :
(a) Prepare a marketing research proposal to help Koffee enterprise.
(b) Develop questionnaire to undertake a personal survey for the following set of respondents:
(i) For consumers to capture personal information and their perception, patronage and satisfaction with various aspects of the format.
(ii) Owners of the vending machines/kiosks to get insights of the reasons for poor patronage, competition and consumer experience.

Answer. ........

Product Details: Mba MS-66 Solved Assignment 2018

Course: Ignou MBA (Master of Business Administration)
Session: July - Dec 2018
Subject: Marketing Research

Old Sample Answers of Mba Ignou MS-66 Assignments

Q. Write a note on Quantitative research.
Answer. The purpose of quantitative research and analysis is to provide managers with the analytical tools necessary for making better management decisions......... Quantitative research is concerned with measurement. It is used, for example, to measure the size of a market or segment, to validate a finding arising from another source, or to test hypotheses. It usually involves obtaining data from relatively large numbers of respondents who have been sampled in a rigorous manner........... All too often, businesses stop working with analytics after step one-collecting data. Because most analytics systems can automatically generate ready-made reports, it is easy for a researcher to export an analytics report, distribute it, and then consider the job of quantitative research complete........ This is a shame because analytics data is representative of the entire customer population; therefore, it contains a wealth of information that may have implications for the business as a whole, and could, when used well, trigger collaborative efforts across the organization, leading to dramatic improvements in performance.......... There are several ways of collecting the data. The lowest-cost, but most problematic, is the mailed survey. The biggest problem with using the mail is the very low response rate (1-5 percent is common). Do you really want to base your new product decisions on the tiny minority of unusual customers who took the time to fill out the......... Telephone interviewing has taken a beating lately. Direct marketers selling credit cards, mortgage refinancing, and windshield replacement have "poisoned Quantitative Market Research the well." "Do Not Call" lists are a strong response to unwanted telemarketing. Unfortunately, the backlash has also hit the market research companies who merely gather consumer opinions......... The third step in the quantitative survey process is data analysis. The mundane part of this step is inputting the data from paper surveys into an electronic database. Of course, Web and telephone surveys do this automatically as part of their process........ Once the data is in the computer, statistical analysis software is used to create averages, count frequencies, and cross-tabulate the results among important groups of customers..........

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