MASTER OF BUSINESS ADMINISTRATION

Course: Marketing Research and Decision Models

(Marketing Sec. B – July 2010-12 Batch)
Assignment Topics

The assignments given for the course are to be submitted in hard / soft copy mailed directly to
my mail id (sathyapriya.p@alliance.edu.in) before 9.30 am of the due date.

Individual Assignment
1. Conduct a research study for a marketing problem with an appropriate sample size,
analyse with the research techniques learnt in the course and prepare a research report.
The criteria’s looked in for evaluation:
 Clarity in identifying the problem
 Contribution made by the research
 Reviews collected
 Appropriate objectives and hypothesis (if any) stated
 Selection and usage of effective tools to collect and analyse data
 Methodology adopted and decisions made.
Due Date for Submission: 21.03.2011

Group Assignment– Exercises Using SPSS

All the members of the group are expected to participate equally and prepare the group
assignment and present the same on the due date given below:

Group 1, Group 2, and Group 3: 8th March 2011

Group 4, Group 5, and Group 6: 9th March 2011
Group 7, Group 8, and Group 9: 10th March 2011
Group 10, Group 11, and Group 12: 11th March 2011

1
Group 1:
Pizza Corner, Bangalore would like to understand the relationship that exists among the cost of
advertisement (in Rs. ‘0000), number of delivery boys, varieties of pizzas offered, and existing
customers (in ‘000s). The data collected during the previous one year on these parameters are
given below. Does there exist a relationship among these variables? Use SPSS to analyse and
make decision.

Input Data
Cost of No. fo Delivery Pizz Existing
Ad. Boys Variet Customer
y
22 34 18 500
19 34 18 500
14 35 15 234
18 36 14 250
13 22 12 345
12 23 13 432
12 14 15 234
11 17 11 231
15 23 10 145
13 14 12 135
12 15 10 125
10 22 8 75
12 24 7 180
13 28 10 190
11 17 12 196
9 12 6 59

A study was conducted to measure the impact of advertisement. The impact was studied on a
nine point scale. The variables that give impact on advertisement are the media in which it is run
and the type of ad copy made. Collect the data from 20 respondents. Suggest a statistical tool to
measure the impact of advertisement. Explain how the statistical tool is to be executed and what
is the interpretation made to substantiate the impact

Group 2:
Historical data of the sales of KFC in a specific outlet over the period of ten years is available
and it shows a steady increase. As a marketer, you are asked to plan your ad campaign based on
the sales that will happen in the forth coming year. Forecast the sales that will help your planning
of the budget for advertisement expenditure effectively. Sales figures in lakh rupees for the
previous ten years are: 300, 288, 373, 355, 390, 455, 478, 543, 556, and 699 respectively. Is
there a significant growth in the sales performance of KFC in future?

Group 3:
A study was conducted in rural to understand the usage of detergents (Surf) among the
households. The income of the respondents and the person washing the cloth was also collected

2
to understand the percentage of rural community using detergent under different income category
and their washing habits. The input data is given below. Make cross tabulations and interpret the
data given using percentages. Is there an impact of Monthly Income on the washing habit?

S. No Monthly Income of the Person Washing

Respondent (In ‘000 Rupees)
1 2 Self
2 13 Maid
3 4 Family Members
4 8 Self
5 6 Self
6 4 Maid
7 3 Family Members
8 2 Self
9 9 Maid
10 11 Maid
11 6 Family Members
12 5 Maid
13 3 Self
14 7 Self
15 10 Maid
16 5 Family Members
17 6 Self
18 3 Self
19 2 Self
20 12 Maid

Group 4:
As a marketer of a brand of jeans, it was essential to find out whether a set of customers in Delhi
and a set of customers in Mumbai perceived the brand in similar way. The survey is conducted in
both cities and the perception is measured on a seven point scale and the input table is given
below. The null hypothesis was that there is no significant difference in the ratings given by
customers in Delhi and Mumbai (Delhi coded as ‘1’ and Mumbai coded as ‘2’). Check if the
ratings in two cities are statistically different. Substantiate your analysis

Input Data
Serial No Ratings City
1 2 1
2 3 1
3 4 1
4 1 1
5 2 1
6 2 1

3
 7 3 1
8 2 1
9 3 1
10 4 1
11 6 2
12 5 2
13 7 2
14 7 2
15 6 2
16 6 2
17 4 2
18 7 2
19 6 2
20 5 2

Group 5:
A consumer durable company wants to understand the consumers perception about the features
and services on purchasing through catalogs. They were measured on eight variables listed in the
input data file. The variables are measured on a five point scale where ‘1’ represents strong
agreement; ‘2’ represents agreement; ‘3’ represents neutral response; ‘4’ represents dis
agreement; and ‘5’ represents strong disagreement. Analyse using SPSS to identify the the
discrimination of the sample and the features preferred by the customer segments.

Input Data
On-
Providin Provide Attractive No. of
Good Discount Product time
g toll free trial sales years in
reputation schemes guarantee deliver
numbers period catalog business
y
3.00 1.00 6.00 5.00 2.00 4.00 4.00 2.00
2.00 4.00 7.00 7.00 1.00 6.00 3.00 1.00
6.00 3.00 5.00 7.00 2.00 5.00 4.00 2.00
5.00 4.00 6.00 6.00 3.00 3.00 4.00 3.00
4.00 4.00 5.00 5.00 1.00 2.00 5.00 2.00
3.00 5.00 4.00 4.00 2.00 1.00 6.00 3.00
4.00 2.00 3.00 3.00 5.00 2.00 6.00 4.00
4.00 2.00 4.00 4.00 4.00 3.00 5.00 1.00
5.00 3.00 5.00 4.00 2.00 4.00 4.00 4.00
6.00 5.00 4.00 5.00 1.00 1.00 7.00 3.00
6.00 4.00 7.00 6.00 6.00 2.00 3.00 4.00
7.00 5.00 5.00 6.00 2.00 4.00 5.00 4.00
7.00 2.00 3.00 4.00 3.00 3.00 4.00 5.00
5.00 3.00 2.00 5.00 1.00 2.00 5.00 2.00
5.00 1.00 4.00 4.00 7.00 5.00 4.00 6.00

4
 4.00 2.00 3.00 3.00 4.00 4.00 6.00 5.00
3.00 3.00 4.00 2.00 2.00 2.00 5.00 4.00
4.00 1.00 4.00 4.00 1.00 5.00 3.00 3.00
6.00 2.00 5.00 5.00 2.00 6.00 2.00 2.00
5.00 4.00 6.00 6.00 3.00 3.00 4.00 3.00
4.00 4.00 5.00 5.00 1.00 2.00 5.00 2.00
3.00 5.00 4.00 4.00 2.00 1.00 6.00 3.00

Group 6:
A research was conducted with 18 respondents on a 10 point scale to measure the attitude of the
respondents towards Tamarind brand of garments. The attitude towards the brand is collectected
on the scale before and after an ad campaign was released for this brand. Rating of ‘1’ represent
‘Brand is highly disliked’ and ‘10’ represents ‘Brand is highly liked’, with other ratings falling in
between the scale. The null hypothesis is that there is no difference in the ratings given by the
respondents before and after the ad campaign. Check the hypothesis statistically and interpret on
the output.

Input Data
Serial No Ratings Before Ad Ratings After Ad
Campaign Campaign
1 2 5
2 3 6
3 4 4
4 8 3
5 6 7
6 4 8
7 3 9
8 2 10
9 9 4
10 4 7
11 6 8
12 5 7
13 3 7
14 7 8
15 10 10
16 5 4
17 8 6
18 3 6
19 2 4
20 3 5

Group 7:

A retailer likes to understand the consumers preference towards brands (Brand 1, Brand 2, and

5
Brand 3) when they walk into their retail store. The choice of the customers towards the three
brands and their preferable price, quality, availability, packaging and taste are measured and
given in the input table. Classify the customers with the help of the existing data.

Input Data
Brand Price Quality Availabilit Packaging Taste
y
1 12 34 500 5 18
1 12 34 500 5 18
1 11 35 234 4 15
1 10 36 250 4 14
1 13 22 345 5 12
1 12 23 432 3 13
2 10 14 234 2 15
2 11 17 231 3 11
2 15 23 45 4 10
2 13 14 35 3 12
2 12 15 25 2 10
3 10 22 75 4 8
3 12 24 80 4 7
3 13 28 90 5 10
3 11 17 96 2 12
3 11 18 59 2 6

Group 8:
Twenty respondents of different age groups were selected to study the impact of age on the
choice of drink. Check whether there is relationship between the variables. Study was conducted
in an undergraduate college and the input data is given below.

Input Data
Serial No Age (in years) Drink Preferred
1 Less than 15 Fruit Juice
2 Less than 15 Sprite
3 Less than 15 Mirinda
4 Less than 15 Pepsi
5 Less than 15 Coke
6 15 – 20 7 up
7 15 – 20 Maza
8 15 – 20 Fruit Juice
9 15 – 20 Sprite
10 15 – 20 Mirinda
11 20 – 25 Pepsi
12 20 – 25 Coke
13 20 – 25 7 up

6
 14 20 – 25 Maza
15 20 – 25 Coke
16 25 and Above 7 up
17 25 and Above Maza
18 25 and Above Coke
19 25 and Above 7 up
20 25 and Above Maza

Group 9:
Preference towards selection of a two wheeler depends on several factors and it is measured on a
seven point scale (‘1’ prefer the most and ‘7’ prefer the least). The input data collected from the
respondents regarding the factors they prefer the most and the least in buying a two wheeler are
presented below. Substantiate the analysis you find appropriate for this study. Analyse using
SPSS package. As a researcher facilitate the management to make decisions with the factors he
has to consider to be preferred by the customers.

Input Data
Safet Milag Pric Servic
Comfort Style Availability Likeability
y e e e
3.00 1.00 6.00 5.00 2.00 4.00 4.00 2.00
2.00 4.00 7.00 7.00 1.00 6.00 3.00 1.00
6.00 3.00 5.00 7.00 2.00 5.00 4.00 2.00
5.00 4.00 6.00 6.00 3.00 3.00 4.00 3.00
4.00 4.00 5.00 5.00 1.00 2.00 5.00 2.00
3.00 5.00 4.00 4.00 2.00 1.00 6.00 3.00
4.00 2.00 3.00 3.00 5.00 2.00 6.00 4.00
4.00 2.00 4.00 4.00 4.00 3.00 5.00 1.00
5.00 3.00 5.00 4.00 2.00 4.00 4.00 4.00
6.00 5.00 4.00 5.00 1.00 1.00 7.00 3.00
6.00 4.00 7.00 6.00 6.00 2.00 3.00 4.00
7.00 5.00 5.00 6.00 2.00 4.00 5.00 4.00
7.00 2.00 3.00 4.00 3.00 3.00 4.00 5.00
5.00 3.00 2.00 5.00 1.00 2.00 5.00 2.00
5.00 1.00 4.00 4.00 7.00 5.00 4.00 6.00
4.00 2.00 3.00 3.00 4.00 4.00 6.00 5.00
3.00 3.00 4.00 2.00 2.00 2.00 5.00 4.00
4.00 1.00 4.00 4.00 1.00 5.00 3.00 3.00
6.00 2.00 5.00 5.00 2.00 6.00 2.00 2.00
6.00 5.00 4.00 5.00 1.00 1.00 7.00 3.00
6.00 4.00 7.00 6.00 6.00 2.00 3.00 4.00
7.00 5.00 5.00 6.00 2.00 4.00 5.00 4.00
7.00 2.00 3.00 4.00 3.00 3.00 4.00 5.00

7
Group 10:
As a marketing manager you believe that the sales of your product depends on advertising and
promotional expenditure. The data on these variables for a period of ten years is given below.

Input Data
Advertising Promotional
Sales
Years Expenditure Expenditure
(Rs. Crores)
(Rs. Crores) (Rs. Crores)
1 120 15 12
2 120 17 12
3 147 18 14
4 115 12 10
5 126 15 13
6 130 16 16
7 157 18 18
8 126 13 15
9 118 10 10
10 121 13 14

Analyse with SPSS package or EXCEL and interpret on the output. Explain your
recommendation and suggest for further improvement to predict the sales performance.

Group 11:
Conduct a study among mobile users whether they use reliance services or non-reliance services.
The variables that affects the usage of mobile services are: monthly rental, customer care
services, roaming, and network coverage. Develop a model based on the data collected from a
sample of 25 respondents. Interpret the solution and recommend a decision.

Group 12:
There are eight brands of toothpaste available in the market. Marketing research is done to
identify the position of each brand. Collect the data based on the similarity or dissimilarity
perceived between the brands. Measure between 0-8 where ‘0’ refers the brands to be perceived
same and ‘8’ refers the brands to be perceived different. Explain how do we decide on the
number of dimensions and the name of the dimension that exists.