Answer Key

1. (a) Explain the Randomized Block Design and Factorial Design. Illustrate your answer with the help of
suitable examples. [4]

Randomized Block design

Is useful when there is only one major external variable, such as store size, that might influence the
dependent variable.
The test units are blocked, or grouped, on the basis of the external variable.
By blocking, the researcher ensures that the various experimental and control groups are matched
closely on the external variable.
Ex: The effect of Price on sales can be examined while controlling size of the store
The effect of one independent variable on dependendent variable is examined while controlling one
external variable
Factorial Design
Is used to measure the effects of two or more independent variables at various levels.
A factorial design may also be conceptualized as a table.
In a two-factor design, each level of one variable represents a row and each level of another variable
represents a column.
Ex: The effect of Price and Advertising on sales can be examined while controlling size of the store
The effect of 2 independent variables on dependent variable is examined

(b) Differentiate between marketing concept and selling concept with examples [2]

Selling Concept : Consumers will buy products only if the company aggressively promotes/sells these
products

Marketing Concept: Focuses on needs/ wants of target markets & delivering value better than
competitors
 2. A news agency deployed a research team to measure people’s opinion of the current BJP government.
However, the members had divided opinion on the research approach to be chosen. One group felt that
the target audience must be asked just once to record its views while the other group felt that sample
population’s views must be recorded once in six months over a course of next two years.
Identify the type of descriptive research design being proposed by both groups and list the relative
advantages and disadvantages of each, over the other. [1+3]

First approach proposed is known as Cross-Sectional design. Its advantages are

• It does not have a significant response bias issue, as is the problem with longitudinal design
approach.
• It represents the population properly (representative sampling).

Disadvantages are
• It can’t detect changes over the course of time.
• Cannot collect large amount of data.
• It’s less accurate in comparison to longitudinal research design.

Second approach is known as longitudinal design. Its advantages are

• It can detect changes in sample preferences.
• Can accommodate large amounts of data.
• Is more accurate than cross-sectional data.

Disadvantages are
• It can’t provide a representational sample.
• Response bias maybe present in the initial rounds.
3. Nestle’s Maggi brand is facing stiff competition from brands such as Nissin Foods’ Top Ramen and
Sunfeast YiPPee! Noodles. The company wants to undertake a detailed qualitative survey, in order to
boost its sales in the country. Marketing manager’s focus is on getting diverse views from a small set of
respondents in an interactive manner. Identify the type of qualitative research procedure that is being
proposed by the manager. Mention the suitability of above qualitative research procedure as compared
to other qualitative research procedures on the following criteria.
a) Uncovering subconscious information
b) Discovering innovative information
c) Obtaining sensitive information
d) Less Interpretation bias
[1+4]

Focus Group Interview Method

Criteria

a) Uncovering subconscious Projective technique is more suitable

information

e) Discovering innovative Focus group intervie

information

f) Obtaining sensitive Individual depth interview

information

g) Interpretation bias Focus group

4. A marketing manager wants to conduct a survey in order to determine the customer attitude towards a
product which is launched to cater the needs of rural market. For this purpose a telephonic survey is
used. Mention the suitability of telephonic survey method over personnel interview method and mailed
questionnaire method on each of the following fronts with proper justification
a) High response rate
b) Face to face communication
c) Large population in rural area
d) Quick response needed
e) In-depth information wanted [5]

Criteria TI PI MQ

Response rate More Suitable

Face to face More Suitable

communication

Cost More Suitable

Quick response More Suitable

In depth information More Suitable