Examination Paper of Semester III
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Semester-III Examination Paper MM.100
Marketing Research
Section A: Objective Type (30 marks)
??This section consists of Multiple Choice questions & Short Answer type questions.
??Answer all the questions.
??Part One questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. Process involving segmentation target market selection and positioning is called
a. Marketing Strategy
b. Marketing plan
c. Marketing Intelligence
d. None of the above
2. 4 Ps of Marketing is
a. Product, Pricing, Procurement, Place
b. Place, Pricing, Plan, Product
c. Product, Pricing, Promotion, Place
d. None of the above
3. Type of Marketing research scale in which variable can be used to compute the commonly used
statistical measures like average etc is
a. Ordinal scale
b. Ratio scale
c. Internal scale
d. Nominal scale
4. Technique of Market research, which include the word associations and a respondent is asked to
think of a word which comes to mind when he thinks of a brand is
a. Qualitative Technique
b. Retail Audit
c. T. V. Audience measurements
d. None of the above
5. The Error which occurs due to the selection of some units and non-selection of other units into
the sample is
a. Non-sampling error
b. Sampling error
c. Total error
d. None of the above
Examination Paper of Semester III
IIBM Institute of Business Management 2
6. Data Nominal and Ordinal scale data are
a. Metric data
b. Non-metric data
c. Clustered data
d. None of the above
7. In the algebraic formula, the symbol for correlation is
a. c
b. r
c. a
d. None of the above
8. Graph useful for making extrapolations beyond observed data points is
a. Scatter graph
b. Histograph
c. Pistograph
d. Line graph
9. Ho symbolises for
a. Null hypothesis
b. ANOVA series
c. Both (a) & (b)
d. None of the above
10. Target population in sampling process is
a. Population which is to be sampled
b. Population which is distributed
c. Population which is isolated
d. None of the above
Part Two:
1. What are the major methods of doing primary research?
2. What is missing data?
3. What do you understand by Survey?
4. Define Data mining?
END OF SECTION A
Section B: Caselets (40 marks)
??This section consists of Caselets.
??Answer all the questions.
??Each caselet carries 20 marks.
??Detailed information should form the part of your answer (Word limit 200 to 250 words).
Examination Paper of Semester III
IIBM Institute of Business Management 3
Caselet 1
HERO CYCLES PVT. LIMITED
Hero Bicycles Pvt. Ltd. is a Ludhiana-based bicycle manufacturing company. Hero is one of the
biggest bicycle manufacturing companies in the world. Basically, Hero has attained its present
commanding heights after long years of struggle. It started as a sole proprietorship concern in 1950.
Mr. C. L. Munjal who owned a bicycle repair shop in Ludhiana has four sons who joined hands with
their father and established a partnership concern. Now, this company has developed into a Pvt. Ltd.
Company. There are several companies at present in Hero Group which manufacture a wide range of
products, viz., mopeds, motorcycles, shock-absorbers, bicycles, spare parts, textile fibres, etc. at
present, Hero group has many professional managers working in their various companies which have
become public limited (widely held) companies but Hero Bicycle still remains a private limited
company (narrowly held). Lala type tendencies are very ostensively visible in the functioning of this
group as a whole and more particularly in the Hero Bicycles Pvt. Ltd. As a result, many employees of
this company and the group as a whole are not a highly satisfied lot. But still Hero Group and Hero
Cycles in particular are working as highly efficient and profit making unit in their business.
Lately, Hero started experiencing a cut-throat competition in the bicycle business in the home and
world markets. They have started experiencing some flatness in their sales and profit curves.
Recently, Hero Cycles Pvt. Ltd. recruited an M.B.A. Miss Anuradha Goswami. Miss Anuradha who
specialised in Marketing, was the first M.B.A. to be recruited from the outside as there was an
emphasis to recruit only technically equipped people like engineers, etc., without management
qualifications. But some of the sons of the four brothers of Hero Group are having technical as well as
management qualifications. Even some of these third generation, Hero Promoters and managers are
M.B.A.’s from some reputed universities. They have lot of management exposure in India as well as
abroad as they keep on touring domestic and international markets quite frequently. The chairman,
Mr. Ravinder Lall is also a very ambitious and dynamic man who talks of promoting a Hero culture
among Hero Group employees as a whole. He aspires to take bigger strides and make the group as
one of the few big business houses in India. He intends to start his own training college to impact
management training to his group employees and also to managers of other companies.
One day, Mr. Ravinder Lall called his marketing Manager Mr. Siripat Dass in his cabin and
discussed with him in detail the marketing problems facing Hero Cycles Pvt. Ltd. Mr. Dass told Mr.
Ravinder Lall, “Sir, our main problem is that we are continuing our manufacturing on traditional lines
hence many problems of marketing are the result of that. We never tried to have a feel of the
consumers in domestic as well as in international markets. To be very frank sir, we must undertake
some marketing research projects so that we can understand the purchase behaviour of bicycle buyers.
Also there is a need to understand the dealers’ view-points through certain dealers’ surveys.” I think
you can guide and instruct Ms. Anuradha Goswami on this and she would be able to carry out the
research work. Ask her to prepare a research report on the basis of collected research data.”
Mr. Dass summoned Miss. Anuradha to his cabin and asked her to prepare a research proposal
and get it approved to study buyers’ and dealers’ behaviour within ten days. Miss Anuradha started
the maiden exercise of preparing a research design from that moment onwards. She established the
study objectives as follows:
1. To study the buyers’ needs and behaviour after establishing certain basic attributes of bicycles
needed by them.
2. To study the dealers’ attitudes towards Hero Bicycle policies and its products.
3. To distinguish the rural buyers’ needs and attitudes from those of the urban buyers.
Examination Paper of Semester III
IIBM Institute of Business Management 4
Ms. Anuradha decided to adopt an exploratory research design because much secondary data
were not available. She wanted to collect primary data on the buyer’s and dealers’ attitudes. For this,
she decided to take a sample of 100 buyers (males and females) from each of the urban and rural
population from and around Ludhiana city in the samples. She decided to include some juveniles,
children and students. In the samples, she decided to take a sample of 50 dealers from the North
Indian States. Buyers’ sample was to be taken on the judgement and convenience basis whereas
dealers’ sample was to be taken on the random stratified sampling basis.
She decided that data collection from buyers will be carried out with the help of a structuredundisguised
interview schedule. Personal interviews would also be conducted with the dealers with
the help of a separately designed interview schedules. She decided that many questions on each
schedule would be on attitude measurement on the pattern of Likert Scaling Techniques covering the
bicycle attributes like price, quality, colour, availability of spare parts, repair costs, sleekness in looks,
durability etc.
Further, Ms. Anuradha decided that data thus collected would be categorized in favorable and
unfavorable categories (with regard to attributes) and z-test would be applied to examine the
significance after calculating the mean scores. Ranking of various attributes will also be carried out.
General profile of consumers and dealers will also be prepared on the basis of their biographic
information like age, sex, qualifications, income, place of living, etc.
Finally, it was decided that two outside investigators (MBA students) would be engaged for the
purpose of survey who would collect and compile the survey results.
She assumed that survey would be having certain limitations as the samples would be small in size
because of limited time within which the research report is to be prepared. But she justified that
buyers and dealers attitudes would be same even in larger sample as people have similar viewpoints
regarding bicycles.
1. Was the problem identification and formulation systematically carried out? Discuss and put
forward your viewpoints for improvement in this regard.
2. Whether the objectives were decided and listed in an appropriate manner? Whether hypothesis
were to be formulated? What can be the hypothesis in this case?
Caselet 2
Robotronics, Inc
Robotronics has just finished its third year of operations. A wholly owned subsidiary of a major
manufacturing company, Robotronics had been set up to handle the manufacture and sales of an
industrial production robot developed by the parent company. Primarily used for transferring material
in the manufacturing process, the robot has uses in machine loading and unloading, stacking, welding,
and molding operations. Once its memory was “programmed,” the robot would repeat an operation as
often as desired. However, the robot’s main attraction is in reducing labor costs and the possibility of
industrial accidents.
Priced at $25,000, sales of seven units over the previous three years had not provided sufficient
revenues to cover development, marketing, and manufacturing costs. Robotronics’ president, Mr.
Kline, faces the task of finding new markets for his product. As part of his decision making, it is
necessary to determine the potential market for the industrial robot over the next five years. He
decides to concentrate on three selected industries of the electrical equipment group as having a
greater prospect of utilizing robots: lighting fixtures, radio and TV communications, and electronic
components. The major areas of information he needs from this group are the company’s major
Examination Paper of Semester III
IIBM Institute of Business Management 5
products, nature of their operation, number of employees, number of shifts worked, degree of
automation, and the present and/or prospectus product applications for a robot within the company.
Mr. Kline has found from the most recent issue of the Census of Manufacturing the total number
of establishments in each category of interest. The following tables represents the number of
companies in each category with the number of employees.
____________________________________________________________________________
NUMBER OF COMPANIES WITH
_________________________________________
TOTAL 20 OR 50 OR
NUMBER OF MORE MORE 100 OR MORE
INDUSTRY GROUP COMPANIES EMPLOYEES EMPLOYEES EMPLOYEES
_______________________________________________________________________________________
Lighting fixtures 1213 524 281 151
Radio and TV 1296 782 543 389
Communications
Electronic components 2068 1213 808 534
__________________________________________________________________________________________
1. If a sample of 100 of each category were requested, what sampling technique would you
recommend be used? Why?
2. What types of errors, if any, would likely be present because of the sampling process being used?
END OF SECTION B
Section C: Applied Theory (30 marks)
??This section consists of Long Questions.
??Answer all the questions.
??Each question carries 15 marks.
??Detailed information should form the part of your answer (Word limit 150 to 200 words).
1. What is Right to Privacy? Why is it relevant to Marketing Research.
2. What do you understand by cluster analysis and how they are useful in Market Segmentation?
END OF SECTION C
--------------------------------------------------------------- ***- -----------------------------------------------------
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Semester-III Examination Paper MM.100
Marketing Research
Section A: Objective Type (30 marks)
??This section consists of Multiple Choice questions & Short Answer type questions.
??Answer all the questions.
??Part One questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. Process involving segmentation target market selection and positioning is called
a. Marketing Strategy
b. Marketing plan
c. Marketing Intelligence
d. None of the above
2. 4 Ps of Marketing is
a. Product, Pricing, Procurement, Place
b. Place, Pricing, Plan, Product
c. Product, Pricing, Promotion, Place
d. None of the above
3. Type of Marketing research scale in which variable can be used to compute the commonly used
statistical measures like average etc is
a. Ordinal scale
b. Ratio scale
c. Internal scale
d. Nominal scale
4. Technique of Market research, which include the word associations and a respondent is asked to
think of a word which comes to mind when he thinks of a brand is
a. Qualitative Technique
b. Retail Audit
c. T. V. Audience measurements
d. None of the above
5. The Error which occurs due to the selection of some units and non-selection of other units into
the sample is
a. Non-sampling error
b. Sampling error
c. Total error
d. None of the above
Examination Paper of Semester III
IIBM Institute of Business Management 2
6. Data Nominal and Ordinal scale data are
a. Metric data
b. Non-metric data
c. Clustered data
d. None of the above
7. In the algebraic formula, the symbol for correlation is
a. c
b. r
c. a
d. None of the above
8. Graph useful for making extrapolations beyond observed data points is
a. Scatter graph
b. Histograph
c. Pistograph
d. Line graph
9. Ho symbolises for
a. Null hypothesis
b. ANOVA series
c. Both (a) & (b)
d. None of the above
10. Target population in sampling process is
a. Population which is to be sampled
b. Population which is distributed
c. Population which is isolated
d. None of the above
Part Two:
1. What are the major methods of doing primary research?
2. What is missing data?
3. What do you understand by Survey?
4. Define Data mining?
END OF SECTION A
Section B: Caselets (40 marks)
??This section consists of Caselets.
??Answer all the questions.
??Each caselet carries 20 marks.
??Detailed information should form the part of your answer (Word limit 200 to 250 words).
Examination Paper of Semester III
IIBM Institute of Business Management 3
Caselet 1
HERO CYCLES PVT. LIMITED
Hero Bicycles Pvt. Ltd. is a Ludhiana-based bicycle manufacturing company. Hero is one of the
biggest bicycle manufacturing companies in the world. Basically, Hero has attained its present
commanding heights after long years of struggle. It started as a sole proprietorship concern in 1950.
Mr. C. L. Munjal who owned a bicycle repair shop in Ludhiana has four sons who joined hands with
their father and established a partnership concern. Now, this company has developed into a Pvt. Ltd.
Company. There are several companies at present in Hero Group which manufacture a wide range of
products, viz., mopeds, motorcycles, shock-absorbers, bicycles, spare parts, textile fibres, etc. at
present, Hero group has many professional managers working in their various companies which have
become public limited (widely held) companies but Hero Bicycle still remains a private limited
company (narrowly held). Lala type tendencies are very ostensively visible in the functioning of this
group as a whole and more particularly in the Hero Bicycles Pvt. Ltd. As a result, many employees of
this company and the group as a whole are not a highly satisfied lot. But still Hero Group and Hero
Cycles in particular are working as highly efficient and profit making unit in their business.
Lately, Hero started experiencing a cut-throat competition in the bicycle business in the home and
world markets. They have started experiencing some flatness in their sales and profit curves.
Recently, Hero Cycles Pvt. Ltd. recruited an M.B.A. Miss Anuradha Goswami. Miss Anuradha who
specialised in Marketing, was the first M.B.A. to be recruited from the outside as there was an
emphasis to recruit only technically equipped people like engineers, etc., without management
qualifications. But some of the sons of the four brothers of Hero Group are having technical as well as
management qualifications. Even some of these third generation, Hero Promoters and managers are
M.B.A.’s from some reputed universities. They have lot of management exposure in India as well as
abroad as they keep on touring domestic and international markets quite frequently. The chairman,
Mr. Ravinder Lall is also a very ambitious and dynamic man who talks of promoting a Hero culture
among Hero Group employees as a whole. He aspires to take bigger strides and make the group as
one of the few big business houses in India. He intends to start his own training college to impact
management training to his group employees and also to managers of other companies.
One day, Mr. Ravinder Lall called his marketing Manager Mr. Siripat Dass in his cabin and
discussed with him in detail the marketing problems facing Hero Cycles Pvt. Ltd. Mr. Dass told Mr.
Ravinder Lall, “Sir, our main problem is that we are continuing our manufacturing on traditional lines
hence many problems of marketing are the result of that. We never tried to have a feel of the
consumers in domestic as well as in international markets. To be very frank sir, we must undertake
some marketing research projects so that we can understand the purchase behaviour of bicycle buyers.
Also there is a need to understand the dealers’ view-points through certain dealers’ surveys.” I think
you can guide and instruct Ms. Anuradha Goswami on this and she would be able to carry out the
research work. Ask her to prepare a research report on the basis of collected research data.”
Mr. Dass summoned Miss. Anuradha to his cabin and asked her to prepare a research proposal
and get it approved to study buyers’ and dealers’ behaviour within ten days. Miss Anuradha started
the maiden exercise of preparing a research design from that moment onwards. She established the
study objectives as follows:
1. To study the buyers’ needs and behaviour after establishing certain basic attributes of bicycles
needed by them.
2. To study the dealers’ attitudes towards Hero Bicycle policies and its products.
3. To distinguish the rural buyers’ needs and attitudes from those of the urban buyers.
Examination Paper of Semester III
IIBM Institute of Business Management 4
Ms. Anuradha decided to adopt an exploratory research design because much secondary data
were not available. She wanted to collect primary data on the buyer’s and dealers’ attitudes. For this,
she decided to take a sample of 100 buyers (males and females) from each of the urban and rural
population from and around Ludhiana city in the samples. She decided to include some juveniles,
children and students. In the samples, she decided to take a sample of 50 dealers from the North
Indian States. Buyers’ sample was to be taken on the judgement and convenience basis whereas
dealers’ sample was to be taken on the random stratified sampling basis.
She decided that data collection from buyers will be carried out with the help of a structuredundisguised
interview schedule. Personal interviews would also be conducted with the dealers with
the help of a separately designed interview schedules. She decided that many questions on each
schedule would be on attitude measurement on the pattern of Likert Scaling Techniques covering the
bicycle attributes like price, quality, colour, availability of spare parts, repair costs, sleekness in looks,
durability etc.
Further, Ms. Anuradha decided that data thus collected would be categorized in favorable and
unfavorable categories (with regard to attributes) and z-test would be applied to examine the
significance after calculating the mean scores. Ranking of various attributes will also be carried out.
General profile of consumers and dealers will also be prepared on the basis of their biographic
information like age, sex, qualifications, income, place of living, etc.
Finally, it was decided that two outside investigators (MBA students) would be engaged for the
purpose of survey who would collect and compile the survey results.
She assumed that survey would be having certain limitations as the samples would be small in size
because of limited time within which the research report is to be prepared. But she justified that
buyers and dealers attitudes would be same even in larger sample as people have similar viewpoints
regarding bicycles.
1. Was the problem identification and formulation systematically carried out? Discuss and put
forward your viewpoints for improvement in this regard.
2. Whether the objectives were decided and listed in an appropriate manner? Whether hypothesis
were to be formulated? What can be the hypothesis in this case?
Caselet 2
Robotronics, Inc
Robotronics has just finished its third year of operations. A wholly owned subsidiary of a major
manufacturing company, Robotronics had been set up to handle the manufacture and sales of an
industrial production robot developed by the parent company. Primarily used for transferring material
in the manufacturing process, the robot has uses in machine loading and unloading, stacking, welding,
and molding operations. Once its memory was “programmed,” the robot would repeat an operation as
often as desired. However, the robot’s main attraction is in reducing labor costs and the possibility of
industrial accidents.
Priced at $25,000, sales of seven units over the previous three years had not provided sufficient
revenues to cover development, marketing, and manufacturing costs. Robotronics’ president, Mr.
Kline, faces the task of finding new markets for his product. As part of his decision making, it is
necessary to determine the potential market for the industrial robot over the next five years. He
decides to concentrate on three selected industries of the electrical equipment group as having a
greater prospect of utilizing robots: lighting fixtures, radio and TV communications, and electronic
components. The major areas of information he needs from this group are the company’s major
Examination Paper of Semester III
IIBM Institute of Business Management 5
products, nature of their operation, number of employees, number of shifts worked, degree of
automation, and the present and/or prospectus product applications for a robot within the company.
Mr. Kline has found from the most recent issue of the Census of Manufacturing the total number
of establishments in each category of interest. The following tables represents the number of
companies in each category with the number of employees.
____________________________________________________________________________
NUMBER OF COMPANIES WITH
_________________________________________
TOTAL 20 OR 50 OR
NUMBER OF MORE MORE 100 OR MORE
INDUSTRY GROUP COMPANIES EMPLOYEES EMPLOYEES EMPLOYEES
_______________________________________________________________________________________
Lighting fixtures 1213 524 281 151
Radio and TV 1296 782 543 389
Communications
Electronic components 2068 1213 808 534
__________________________________________________________________________________________
1. If a sample of 100 of each category were requested, what sampling technique would you
recommend be used? Why?
2. What types of errors, if any, would likely be present because of the sampling process being used?
END OF SECTION B
Section C: Applied Theory (30 marks)
??This section consists of Long Questions.
??Answer all the questions.
??Each question carries 15 marks.
??Detailed information should form the part of your answer (Word limit 150 to 200 words).
1. What is Right to Privacy? Why is it relevant to Marketing Research.
2. What do you understand by cluster analysis and how they are useful in Market Segmentation?
END OF SECTION C
--------------------------------------------------------------- ***- -----------------------------------------------------
