Ignou.de

December, 2009

Ms-66 : Marketing Research

SECTION A

1. (a) What are the different ways of classification of Data ? Explain.

(b) Illustrate the different methods of graphical presentation of data.

2. A company wants to sell books and accessories for Yoga. Design a questionnaire to profile the potential customers for such products.

3. How is the sample size for a market research survey determined ? Describe the steps involved.

4. Write short notes on any three of the following :

(a) Common Applications of Marketing Research.

(b) Cross Tabulation.

(c) Applications of Conjoint Analysis.

(d) Sources of errors in primary data collection.

(e) Projective Techniques.

SECTION B

5. Study the case given below and answer the questions given at the end.

SNACKS INDIA Ltd.

Snacks India Ltd. is a large company dealing in packaged Indian Snacks. They are mainly selling in India but have also got selling arrangement in some selected foreign countries with significant Indian population. Snacks India Ltd. believes in continous experimentation and helps on launching new snack items in terms of their kind, form, size, taste and prices etc. One such product was a variation of Indian Dhokla with chocolate topping. To their surprise, this became more popular among Indians living in western countries and even some of the western countrymen, as well. Even in India they found that this new product was preferred more by the westernised Indians.  The company decided to launch this product in a big way. So far, this was called just "Chocolate Dhokla". But, the company realised the need to give it an attractive new brand name. After some brain storming they decided that the new brand name must have following characteristics

1. (a)Uniqueness
2. (b)Simple to
3. (c)Evolving pleasurable feelings.
4. (d)Western associations.

(e)  Conveying the basic idea of the products.

For collecting the names and finally selecting amongst them the company decided to conduct a suitable marketing research.

Question : Prepare a suitable marketing research proposal for Snacks India Ltd. Describe the steps involved in the research.