ADL 10 Marketing Research V1

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ADL 10 Marketing Research V1
Assignment – A
Discuss the relevance of Marketing Research in total marketing effort. In which
areas of marketing, Marketing Research can be usefully carried out?
Question 1. Is it possible to assess the market demand from marketing research?
What methods you would use for conducting such a research? Discuss limitations
of the research.
Question 2. Secondary market research is usually done first. Give your reasons
for the same as also your approach to secondary research.
Question 3. What are the qualitative techniques of Marketing Research? What type
of date can be collected from it and what are its uses?
Question 4. How do your collect data directly from the users? Discuss the method
in detail.
Assignment – B
Question 1. Discuss the role of Market Research in advertising management. When
can you conduct Market Research and for what objective?
Question 2. Market Research analysis gives you a insight to customer’s mindset.
Question 3. Can you use Market Research report for formulating marketing
strategies? What should the market research contain to be of use to you in
marketing decisions?
Case Study
(An imaginary national airline in private sector in India)
FG was formed in the wake of open sky policy of the government of India. In
started operations in 1989. By 1994, FGs 13% flights were to neighboring
countries. In the next six years, FG planned for 6% increase in annual growth.
The growth is expected to come from acquiring sick airlines and second from
strategic alliances with international airlines. Most airports in the FGs
destinations are overcrowded. FG has two options, one to start using satellite
airports, away from the main airports, lying neglected which can be rejuvenated
at a cost. The other options is to build new airports designed for short takeoff
and landing facility. This will need government approval as also large sums of
money. FG could recover part of the money by loaning the airport to other
airlines. For short distances up to four hundred kilometers, the fast and modern
trains are also competing with the airlines. With even faster trains the
competition is going to become even more severe, as the air charges are high as
compared to train fares. To maintain its market share and increase it, FG has to
innovate in both ground and air service, including the followings:-
•Easy ticketing
•Airport transfers
•Special lounges for business passengers with bar and snacks
•Easy check-ins
•Fast and easy luggage retrievals
•Better connections to more destinations
•In-flight entertainment
•Better liaison with tour operators and travel agencies
•Relationship marketing for the consumers
Student can find more areas of importance and arrange for marketing research.
Please do the following:
1. Define the management objectives and objectives for MR.
2. Decide the type of research you would like to conduct. How would you select
the sample and its size?
3. Build a questionnaire for the research.
4. You could also define the market segment for the airlines


Assignment – C
Note :- Answers to the questions are in the nature of Yes / No, True / False or
are by selecting the best alternative from multiple choices given.
1. Market Research data cannot be used for marketing decisions.
2. Product demand can be predicted by market research.
3. Market Research can be used for Tax Management.
4. Secondary data should not be trusted as it comes from unreliable sources.
5. Market Research objectives can not be clearly defined and hence are not
6. In primary survey, people generally give vague replies. Close-ended questions
can help in getting focused answers.
7. Market Research has done in proper market segment gives better results.
8. Sample size has little influence on the result of market research.
9. Market Research is a fact finding exercise, the facts are all known to
10. A new product can be launched with the help of appropriate technology.
Information has no role to play in this game.
11. Open ended questions help in getting free and frank opinions, time
12. Market Research is carried out only as an excuse for delaying decisions.
13. Observation method can not be used for gathering primary information.
14. Exploratory research is conducted to develop themes and ideas.
15. Secondary data is what the research finds of less importance
16. Market demand does not include which of the following:
• Firms market share •Competitor market share
•Market growth •Supply shortage
17. Market Research can not to be done fir which one of the following :
•Product acceptance •Price
•Sales tax •Promotional plans
18. Market Research can not can not to be done understand which of these:
•What factors influence demand •How customers bur the product
•Where the purchase action takes •Manufacturing process place
19. Market segmentation is done to:
•Put all age groups together •Locate the government controls
•Find the niche market •To get a new supplier for components
20. Which is not a research framework:
•Descriptive research •Casual research
•Top of the mind recall •Exploratory research
21. Secondary data can be obtained from:
•Motion pictures •Interviews
•Observations •Trade publications
22. Primary data is so called because:
•Primary schools provide it •Data is direct from customers
•Trading is in primary centers •Only confined to basic research
23. Primary data can not be obtained from:
•Questionnaires •Observations
•Magazines •Panel contracts
24. Questionnaire method can be used for:
•Data collection •Correcting mistakes of employees
•Secondary data •None of the above
25. Which is not a form of Advertising Research:
•Pre-testing •During campaign research
•Preparation of art work •Post campaign
26. Pre-testing of copy is
•Asking copy writers opinion •Showing copy to a select small group for their
•View of agency personnel •Advertisers comments
27. Sample selections is not done on
•Random basis •Convenience
•Stratified random •Entire universe
28. Contact with customers in primary research cannot be made:
•Personally •By observation method
•By mail questionnaire •From records
29. Market Research is still not popular with marketing team because:
•Delay in reports •Researchers caliber
•Personal bias in reports •All of above
30. Research reports should not contain:
•Personal opinions •Recommendations
•Methodology •Findings
31. Market Research goes wrong if:
•Objectives of research are defined •Questionnaire method is used
•Random sampling is done •Segment of market is not defined
32. Exploratory research is conducted for:
•For getting basic information •As a trail work
•For limiting expenses •When objectives have to be fully defined
33. In questionnaire method open ended questions are kept for:
•Getting respondents views •Extending the question answer time
•For getting short answers •For saving time
34. In questionnaire method closed ended questions are asked for:
•Time bound questioning •Getting the answers you want
•Helping the respondents arrive at a •Not tolerating long speeches consensus
35. While tabulating data, the following should be done:
•Dissimilar responses be together •Data should be categorized
•Categories chosen should be having •Tables should be filled up similar
36. MR report should not contain:
•Title page •Introduction
•Objectives •Research views
37. MR report should surely contain:
•Past sales records •Brand names
•Research findings •Firms bio-data
38. Secondary data may have the following shortcoming:
•It was collected by some one else •Its methodology is different
•Its purpose was different •It may be out-dated
39. In secondary data the following is not important:
•Pertinence •Recency
•Closeness with the author •Careful work
40. While editing data which one is not edited
•Data contradictions •Incorrect answers
•Complete answers •Fictitious Interviews

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