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assignments NMIMS assignments September 2019
NMIMS Global
Access
School for
Continuing Education (NGA-SCE)
Course: Marketing
Research
Internal Assignment Applicable for
September 2019 Examination
1. 40 years back, Sita Travels
was a renowned brand in Delhi, in the travel and tourism
industry. The company boasted of
a loyal clientele, competitive travel packages,
efficient and motivated employees
and a vision to become the No. 1 player pan India.
In those days, the industry comprised few players
hence there wasn’t too much
competition to be faced. However,
in recent times, with the online platform and
players emerging such as
Makemytrip, Trivago, Yatra etc. offering packages at
throwaway prices and reaching out
at minimal costs to the mobile savvy, internet
savvy consumer, it is indeed
giving the traditional companies a run for their money.
Loss of clientele, revenue and
market shares have made Sita Travels sit up and
wonder as to what needs to be
done to address this issue. Towards this management
problem, state the research
objective(s) and propose a research design for this study;
describing the secondary and
primary sources of data, research design, research
method, target respondent,
contact method etc. (10 Marks)
2. The beauty care industry
comprising make-up, personal care, skin and hair care
product categories, grapples with
a lot of controversy around the safety of products,
rampant use of colour and
chemicals, products being carcinogenic and unsafe for us.
While some marketers have seen
this as a market opportunity to sneak in with socalled
natural, herbal, ayurvedic
products, for the larger majority, this still remains a
challenge. The Beauty Care
Industry Association is planning to conduct a research
to examine the consumer psyche:
her consumption and purchase habits, her attitude,
satisfaction levels, perception
about different products, opinion about carcinogenic
elements and unsafety etc. It has
been decided to conduct a quantitative,
questionnaire- based survey among
women from all socio-economic sections. The
industry wants to identify the
key factors associated with the decision-making of
products among women; based on
advanced analytical tools. Design a questionnaire
keeping in mind all the research
objectives of this survey and the appropriate scales
that should be used for advanced analysis. (10
Marks)
3. A national chain of casual and
formal men’s wear is interested to understand the
preferences of men when it comes
to the purchase of clothing. The objectives of the
research are:
To understand the preferences
of clothing by occasion
To understand differences in
preferences by income group and geographical area
To understand satisfaction of
customers with their brand vis-Ã -vis other competitor
brands
In particular, the management
wants to understand the as to how the buying
behaviour or preferences of men
for clothing are influenced by variables such as (1)
occasion of use (2) geography of
the customer (3) income group of the customer and
(4) competition
A list of customers has been
procured from internal company records. Their personal
records also include information
on their personal income and geography.
a. Assuming that the management
has entrusted you with this research, if a sample has
to be drawn from this sampling
frame, which sample selection method would you
choose and why? Suggest any two
methods and justify your answer. (5 Marks)
b. If you have to prepare an
Analysis Plan for this research, which simple and advanced
analytical tools will you
recommend for analyzing the data ? Suggest atleast three
tools and support with a
justification. (5 Marks)
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