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Marketing Research NMIMS MBA Assignments June20

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NMIMS MBA Assignments

Marketing Research

1. As a researcher, you need to study how many kirana stores in Mumbai sell Lizol brand and range of products (Surface cleaner, Bathroom power cleaner & Kitchen power cleaner.) Which non-probabilistic sampling method would you use to complete your research? Also state the reasons behind choosing that method. Also explain as to how you will proceed ahead with choosing the areas / localities in Mumbai to conduct your research along with timelines.

2. You are the Head of a Market Research Organisation. Your client has recently introduced “iD Traditional Filter Coffee Decoction”. Your client wants to understand how customers are reacting to their recently launched Filter Coffee Decoction. Draft a Questionnaire containing not more than 20 questions that would succinctly address the query posed by the client.

3. You have been recently appointed as a “New Product Development” Head for Kellogg’s Corn Flakes which operates across pan India. You have been asked to develop 2 new innovative products as part of their Menu.
a. Explain the process in detail to arrive at the creation of your 2 new products
b. Is there a need to conduct Test Marketing post creation of the 2 innovative products? If Yes or No, please state your reasons to support your answer.

Previous Assignment

Q1. What is Sampling?
Which kind of sample is being used in each of the following situations:
i. A reporter asks 100 people on the street what do they think of the current state of crime against women
ii. A survey is conducted to understand opinions of people in Gujarat towards the Modi govt. A sample of 100 men and 100 women across all age groups is chosen uniformly
iii. A survey is conducted among neuro surgeons. Starting with the first neuro surgeon, he is asked to refer to another neuro surgeon and so on.
Support with a rationale. (10 Marks)

Q2. What is a pilot test? What are the considerations that need to be kept in mind by a market researcher while designing a questionnaire? (10 Marks)
Q3. You are the Product Manager of a leading telecom company which is facing stiff competition due to the entry of Reliance Jio.
a. State the management problem(s) that your company might be facing and the corresponding research objectives that your research will aim to cover (5 Marks)
b. Briefly describe the research methods that you would use towards this research (5 Marks)

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