Marketing research question bank

(1) A well established consumer oriented company is engaged in the manufacture of detergent cakes and powder. The Company wants to do in depth study on the consumer profile of detergent cake to readjust its brand positioning. How would you go about doing this? (2) Suppose you are the marketing manager of a newly established electronic industry interested in manufacturing Televisions (TVs). How would you go about assessing the present demand for TVs in the country and the forecast for the next five years? (3) Suggest your own methods for overcoming the resistance to using market research if you are employed as marketing head of a large manufacturing organisation? (4) What is cluster analysis? What are its possible applications? (5) State how the following techniques differ from each other (a) Cluster Analysis (b)Discriminant Analysis. (6) An airlines marketing manager wants to segment his customer. How can cluster analysis be used for this purpose?

(7) Give few examples of marketing situations where cluster analysis can be used? (8) Discuss with the help of examples the areas where Multi-dimentional Scaling can be applied for? (9) Define conjoint analysis and state its potientail applications? (10) Describe some marketing research problems that you feel may be amenable to conjoint analysis and explain how you would use conjoint analysis in these situation? (11) What are the steps involved in conjoint analysis? Explain with the help of examples. (12) What are the ways in which percentages may be computed in a cross-tabulation table? which way is the best? (13) In a contingency table, what type of hypothesis is tested using chi-square test? What precautions may be taken while applying the test? (14) What are the various measures used to 'measure the strength of association between two nominal variables? Describe them and clearly mention their limitations, if any. (15) Discuss the problem of using the contingency coefficient in intepreting the results of correlation analysis? (16) Explain the difference between correlation & regression?

(17) What is the basic use of a chi-square goodness of fit test'? How is the value of the test statistic calculated? How are the expected frequenciesdetermined? (18) What is the appropriate test statistic for making inferences about a population mean when the variance is known? When the population variance is unknown? Suppose the population variance is unknown, but the sample size is large, what is the appropriate procedure then? (19)Describe, in brief, the importance of editing, coding, classification, tabulation and presentation of data in the context of research study? (20) Discuss the different aspects of classification of data.What are the likely problems encountered in the classification and how they can be handled? (21) Why tabulation is considered essential in a research study? Give the characteristics of a good table? (22) Write briefly about the different forms of data presentation devices? (23) Discuss the fundamental rules of code construction? (24) Discuss with the help of suitable examples various steps involved in data processing? (25) Highlight the main, differences between qualitative and quantitative research? (26) With the help of examples, discuss the areas where qualitative research can be used in marketing? (27) What are the various methods of conducting qualitative research? Discuss advantages and limitations of each of these methods? (28) What are the four different levels of measurement? Discuss the mathematical operations which may or may not be used under each level of measurement? (29) Explain the three criterion of measuring the usefulness of an attitude scale? (30) Distinguish between graphic and itemised rating scale What are the advantages of itemised scale over graphic rating scales? Name the level of measurement which corresponds to the data collected by graphic rating scale?