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Course
Code : MS-66
Course
Title : Marketing
Research
Assignment
Code : MS-66/TMA/SEM-II/2018
Coverage : All Blocks
Note : Attempt all the questions and submit this assignment
on or before 31st October,
2018 to the coordinator of your study center.
- (a) Define Marketing Research. How and why marketing
research assumes significance as an important link between the consumer
and the marketer. Discuss
(b) Explain the various types of research designs that a
marketer can consider in undertaking marketing research activities for the
marketing problems faced by the firm.
- (a) What is data in research? Why and when data
collection becomes relevant in a research project? Discuss with a suitable
example.
(b) Discuss the basic
concepts in sampling and the steps involved in sampling process.
- (a) What is Qualitative research? Identity and discuss
the areas where qualitative research can be used in marketing.
(b) Elaborate the importance of editing, coding,
classification tabulation and presentation of data in the context of research
studies. Elaborate
- (a) What is cluster analysis? What are its possible
areas of application in marketing situations?
(b) Koffee Enterprise was established with a presence across
the entire coffee value chain from procuring, processing and roasting of coffee
beans to retailing coffee products across various formats. The company has
pioneered the coffee culture by launching coffee outlets in late 90’s. Today
Koffee enterprise has the country’s largest footprint with multi format outlets
enjoying a market share of around 45% in the organized café segment spread
across 220 cities with 1540 outlets.
The introduction of the bean-to-cup format in the café
segment at competitive prices has revolutionized the coffee drinking habits
thus driving out-of-home consumption by installing 30,900 vending machines and
560 kiosks across the country.
Management has found that the vending machine and kiosk
business contributed very little to the overall business and has remarkably
declined in terms of consumption thus impacting a drop in the revenues.
You have been hired by the company to undertake research and
offer your recommendations and future course of action to revive this line of
business back on the track.
Question :
(a) Prepare a marketing research proposal to help Koffee enterprise.
(b) Develop questionnaire to undertake a personal survey for
the following set of respondents:
(i) For consumers to capture personal information and their
perception, patronage and satisfaction with various aspects of the format.
(ii) Owners of the vending machines/kiosks to get insights of
the reasons for poor patronage, competition and consumer experience.
IGNOU MS-66
SOLVED ASSIGNMENT JULY-DECEMBER 2018
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