SCHOOL OF MANAGEMENT & BUSINESS STUDIES, JAMIA HAMDARD

MBA SEMESTER IV EXAMINATION, 2017

PAPER- MBA-OUE-MM-23

Advanced Marketing Research & Data Analytics

Time: Three hours                                                            Maximum Marks: 75
marks

Attempt any FIVE out of the following. Each question carries equal marks. (5 x15=75 marks)

1. You are the HRD manager with ABB.ABB has recently taken over a major unit in Kolkata.
You are sent there and given the task to introduce a new operation scheme which your parent
organization feels will improve the efficiency. You perceive that there is an underlying
dissatisfaction amongst the employees and it is essential to gauge their views about the
takeover & their expectations before introducing the scheme.

a) What is the recommended research design? Please justify.

b) What would be the variables, research questions & hypothesis for the study?
c) How will you sample the population?

2. Discuss the appropriate target population, sampling frame, sampling unit & sampling
technique to be used in the following situations. Substantiate your response.

a) A national chain store wants to determine the shopping behaviour of customers who have
its store loyalty card
b) A local bookstore wants to know the preference of visitors towards online library.
c) Ceat Tyres wants to know the perception of MUV’s customers for their tyres.

3. A diet drink manufacturer in a study finds that young women are more health conscious and
are looking at low calorie options. The purchase probability is also is also influenced by
their education level and profession. Other factors such as availability of brands, celebrity
endorsement & dietician’s recommendations also have an impact on them.

a) Formulate the research objectives.

b) Design a questionnaire to understand the perception of females towards health in
general & diet drinks in particular.

4. Compare Quantitative vs. qualitative research? Which type of research is better suited for
research in the area of human resource & behavioural sciences. Justify. Explain any two
qualitative research techniques.

5. Explain the following concepts with example.

a) Big data
b) Customer Relationship management
c) Action Research
d) Plagiarism
6. Differentiate between probability & Non Probability Sampling Techniques. Provide suitable
examples of both.

7. Three sets of five mice were randomly selected to be placed in a standard maze but
with different colour doors. The response is the time required to complete the maze as
seen below. Perform the appropriate analysis to test if there is an effect due to door
color. (Use α = 0.01)

a) State the null and alternate hypothesis

b) Interpret the SPSS output of ANOVA and POSTHOC Multi comparision.

8. (a) Differentiate between ordinal & Interval scales with examples.

(b) As a part of a Shopping behaviour Survey a study was done to ascertain the time spent at
mall amongst the male & female shoppers. Mann Whitney test was used to analyse the data.
The output is given below:

a) Analyse the data, state the null & Alternative Hypothesis

b) Draw proper inferences

Ranks
gender N Mean Rank Sum of Ranks
 male 444 395.83 175750.00
Time spent in mall female 425 475.92 202265.00
Total 869

Test Statisticsa

Time spent in mall

Mann-Whitney U 76960.000
Wilcoxon W 175750.000
Z -4.933
Asymp. Sig. (2-tailed) .000

a. Grouping Variable: gender