[No. of Printed Pages ~ 6) MGMT603 Enrol. No. [Ms] END SEMESTER EXAMINATION APRIL-MAY, 2015 BUSINESS RESEARCH METHODS Time: 3 Hrs Maximum Marks © 70 Note: Attempt questions from all sections ax directed, SECTION - A (30 Marks) Anempt any five questions out of six. Each question carries 06 marks. (A) identify the relevant population for the following 4 research foci, and suggest the appropriate sampling design to investigate the issues, explaining why they are appropriate. Wherever necessary, identify the sampling frame as well y@) A company Wants to invest gate the initial reactions of heavy sofi-dink users to a new “all natural” soft drink. 6) A researcher would 1 c Wrassess the extent o! pilferage in the materials storage warehouses 0} manufacturing firms, P10. (sas)3 monr6us 2 nen ‘SA marketing strategy can be a ys om nn ee information on which it is formulated. no better than the | women ae men jn acquiring product vA rch is to solve marketing knowledge abdut cars, ‘The purpose of reseas problems Why: isthe “define research objectives” of the jan? Explain the basic Z \ Fesearch process probably the most important stage ? mas ig Causal Research Design ' vonditions fOr causality. | er Constiiict Likert scale that would measure student ee a ; Se. = (20 Marks) altitudes toward constructing a new business building —— aN pits on ckmpug, pt any two questions Out Of fe >| 1 ao ae ee carries 10 marks. xy Z : & hat 3 hypothesis testing i sionnsie for your Charity organization _—/ Suppose ‘a fast-féod restaurant widhes to estimate Dee eT catineay ot’ and willingneds 10 average sales Volume fora new menu item. ‘The to ee sen organization. / fest@urant_has analyzedthe soles of the eta a? goes EES ~, -/ Simla outlets ond observed the following rests Pe crscalti sine imate ais oh 4 of x tigity In Research. x = 500 (mean daily sales) $ = 100 (staidard deviation ths Eine various Sypes of Validity oF sample) n+ 25 (sample size) ee othe iiager wants 16 knoW~imewfat (9 snort notes rapwethe mean daily gales should fall 95 percens’ot ue fo WeAime, Perform this ealéulation; oh Prajective Techniques (Observation Methods Ae Survey Techniques Comment on the following statements : es larketing managers are paid to take chances with decisions, Marketing researchers are paid to reduce the tisk of making those decisions, 648) (348)MGMT603 4 SECTION - C (20 Marks) (Compulsory — Case Study) 10, Exit Polls and the 2000 Presidential Election Debacle Pollster Harry O'Neill, vice chairman of Roper Starch Worldwide, summarized the 2000 U.S. presidential election results when he stated, “From all of the pre- election polls, I thought that it wes going to be a close election, # two- or three-point election. Never did T think it would be a .00001 election." Although the networks initially called the election for Gore, then announced Bush the winner, they finally reasoned that the election results were too close to call. Election Polling The media typically rely on polling during election coverage to project clection results. According ta the Brookings Institution Center for Media and Public Affairs. which has been analyzing election coverage by the networks, emphasis on poll results has incrcased during the last three presidential elections.’ In fact, voter exit poll results have become a central theme ‘of news reports on the night of a major election. + The major media all get their polling information from the same source, Yoter News Service (VNS). VNS is a polling consortium funded by ABC, CBS, CNN, Fox, NBC, and the Associated Press. VNS collects (598) MGMT603 5. information—from exit polls, actual vote returns from sample precincts, and actual county vote tabulations— that is used in statistical models to project election ‘results. Output from the models is made available to ‘the member news organizations. Each majornetwork interprets the information independently in making its ‘own projections. Election polling involves interviewing voters as they leave the polls. Voters are asked their party affiliation, whom they voted for, which issues were important in their selection of sandidate—personal qualit the economy, jobs—ane demographic characteristics such 6 gender, age, and income. In addition to being used to project the winters, this information is used to develop profiles of voters for each candidates: It is commonplace for news anchors and reporters to discuss which of these characteristics distinguish voters for each eandidate, especially those for the two major political party candidates. - Media Coverage of the Election On November 7,/2000, the night of the heavily contested 2000 presidential election, the major networks were relying. heavily on the polls. VNS used temporary workers to conduct exit polls in about 1,400 precincts throughout the United States, with the results transmitted in waves to all member networks P.O: wy)MGMT603 6 throughout the afternoon and cvening. As the evening progressed, it became obvious that heavily contested Florida would determine the winner. With 45 exit poll locations in the state, VNS indicated that Gore was ahead by 6.5 percentage points. At around 7:50PM, NS and all of its members called the election for Gore based on the results of the exit polls at 38 of the 45 Florida precincts and actual votes from a small number of locations. VNS, in a statement released 10 the press, stated? “The exit poll gave Gore a small lead but no member nor VNS thought that it was enough to call the race with confidence, However, when reports of actual votes from sample or model precincts eame in, they supported the survey results and allowed the race to be called. Case Questions : ‘What kind of samples did the networks rely on to call the election for Gore? What was the sampling frame for the exit polls? (b) How do you explain the variance in the results of the poll and the final clection results? The results of the models and the final election results ? What type(s) of error might account for this variance ? eK (548)