Institute of Rural Management Anand

Course Name: Marketing Research & Analytics Programme: PGDM-RM41 and FPM-RM19

Date: 27-02-2021 Term – III Roll No.______________________

Mid Term Examination (Open Book)

Duration of Exam: _02__Hrs _30__Min Weightage: _20_ percent Total Marks: 20_

Instructions:
Please show all the calculations in an Excel sheet and write your interpretations in the
word file. You may use SPSS only.

Question 1: (10 marks)

A marketing research agency conducted a market research to ascertain whether there is

any systematic association exists between the age of the respondent and the person buying

a particular brand of soft drink in small cities in India. The agency raised a natural question

whether the observed relationship is the result of sampling error. They had opted “Chi-

Square” to answer this question. The age of the respondents and the person buying a

particular brand of soft drink are codified as given below (25 respondents). Assume that

the model is significant at 90% confidence interval. Please estimate the strength of

association between these two variables with appropriate technique/s. Please state your

hypothesis and discuss your analysis based on your calculation.

(Age) Coding Different Brands Coding

Less than 18 1 Coke 1
Age 18 to less than 25 2 Pepsi 2
Age 25 to less than 30 3 Mirinda 3
Age 30 to less than 35 4 Sprite 4
Age 35 to less than 40 5 Slice 5

Page 1 of 4
(Hint: Please calculate Chi-square, Contingency Coefficient and Cramer’s V in an Excel sheet
and discuss about Lambda value and state your null hypothesis)
Data: Age of the respondent and the purchase of soft drink brand.

Sl. No. Age Code Brand Code

1 1 1
2 1 1
3 1 3
4 1 4
5 1 3
6 2 1
7 2 2
8 2 2
9 2 4
10 3 3
11 3 1
12 3 3
13 3 3
14 3 4
15 3 5
16 4 4
17 4 2
18 4 4
19 4 4
20 4 1
21 5 5
22 5 5
23 5 5
24 5 2
25 5 3
*Sl. No: it only represents the respondent number. There are 25 respondents.

Page 2 of 4
Question 2 (10 marks)

Elegance.com, an online shopping site that sells women clothes and footwear, engaged a

research firm to find out consumers’ preferences and perceptions about selling products

through catalog. In order to understand consumers’ perception about its proposed plan to

sell through catalog in Ahmedabad, the research firm asked few questions to the

respondents to find out varied perceptions without referring the company’s name. Eight

statements were asked to 1500 respondents to measure the variables of perception on a

scale of 1 (strongly disagree) to 5 (strongly agree). The statements are given below.

A sub-sample of 15 respondents were taken for k-means clustering and assume that 3

clusters were found, and all variables are significant at 90% confidence level (although not

all the variables are significant at 90% confidence level). From the information given

below, show the calculation of final cluster centers and interpret your analysis. Calculate

the distances between cluster 1 and respondent 5; cluster 2 and respondent 12.

1. The company should provide toll free numbers

2. The reputation of the company should be good

3. Discount schemes must be available proportionately on the amount of purchase

4. The company should provide guarantee for the product

5. The catalog should reflect the actual product details

6. The company should make on-time delivery

7. The company should have facility to return the goods, if not satisfied

8. The company should advertise the introduction of new products

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 Primary Data Table

Var. 1 Var. 2 Var. 3 Var.4 Var.5 Var.6 Var.7 Var.8

Res.1 1 3 5 1 3 5 3 2

Res.2 2 3 2 3 4 4 3 2

Res.3 3 2 3 4 3 5 3 3

Res.4 3 4 4 2 2 4 3 4

Res.5 2 2 4 2 2 5 3 3

Res.6 2 4 3 3 5 4 4 2

Res.7 1 3 2 4 4 1 2 4

Res.8 4 5 1 1 5 4 5 1

Res.9 2 1 5 3 4 4 2 1

Res.10 5 2 4 3 2 5 1 5

Res.11 4 3 3 2 1 2 1 5

Res.12 3 4 4 4 3 2 5 1

Res.13 4 3 2 2 3 3 4 2

Res.14 1 3 2 4 2 5 1 3

Res.15 2 2 4 1 5 4 2 4

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