MKT470 | Marketing Research

Midterm Assignment

Submitted by: Submit to:

Mr. Rafsan Elahi

Umma Salma Kashfia
Senior Lecturer
ID# 1521388630
Department of Marketing and International
Section – 8
Business
Serial- 19
North South University
 ANSWER TO THE QUESTION NUMBER: 1

We are considering the areas within the Dhaka city that is Mirpur and Dhanmondi for
collecting secondary data. The secondary data is collected for both in Mirpur and
Dhanmondi. The secondary data for the key variables identified is as follows

The secondary data for the Mirpur:

1. Demographic characteristics: The population density of Mirpur is around

10000000,the percentage of adults (18-45)is around 50`% to 60%, the population is
increasing day by day and people of Mirpur are food lovers.
2. Economic characteristics: The per capita income of Mirpur is more than 7000bdt.
3. Competitive characteristics: The competition is very high in Mirpur, there are more
than 300 restaurants prevailing in Mirpur.
4. Employee characteristics: The employment rate is very low in Mirpuri, the employees
are more or less educated.

The secondary data for Dhanmondi:

1. Demographic characteristics: The population density of Dhanmondi is more than

5000000, the percentage of medium age people is 45% and the population growth is
medium.
2. Economic characteristics: The per capita income of Dhanmondi is more than
10000bdt.
3. Competitive characteristics: The competition in Dhanmondi is medium, there are
around 500restaurants prevailing in Dhanmondi.
4. Employee characteristics: The employment rate is low in Mirpur. Employees are well
educated.

Based on the above secondary data collected the comparative profile of two areas are as
follows:

1. The demographics of locality of Dhanmondi and Mirpur are both similar, however the
percentage of adults are quite low in Dhanmondi.
2. The population growth in Dhanmondi is quite slow than Mirpur.
3. The number of restaurants in Mirpur is low than in Dhanmondi .
4. The employment rate in Mirpur is low than Dhanmondi. So, there is the chance of
getting cheap labour in Dhanmondi.

Based on the above comparison, it is suggested to the owner of the restaurant that they should
choose Dhanmondi to open a dining restaurant.
 ANSWER TO THE QUESTION NUMBER: 2

Research refers to the outcome of human desire to investigate and deeper understanding of
existing phenomena or find out the possibility of occurrence of a new phenomenon .Research
is the starting point in any discipline .It is the key to the success and growth of any discipline.
The research which approaches on the human behaviour like attitude, customs, Ideas and its
social impact is known as qualitative research.

A) Focus group: A focus group would be appropriate to better understand why men buy
jewellery for women and how they select. The retailer should ask the group of men’s who
have recently purchased jewellery for women. They explore the motivations of how they
choose the jewellery which is best suitable for the women.

B) Observation method: Observation research design should be used by the owner of the
Burger kings’ store because it helps him to observe the natural behaviour of children (likes
and dislikes) regarding play equipment.

C) In-depth interview: Women’s body image is a very sensitive topic to research. So, the
company should use in-depth interview technique to better understand the body image of
women. It can ask the woman personally regarding the body image.

D) Projective technique: The manager should use the projective technique to identify
meaningful design changes into the campus. The researcher should do word association test
or sentence completion test for his research in which he gets to know what the customers
think and required when they heard about the campus. However, Focus group research design
is also suitable for this research.

E) Netnography: The company should use netnography technology to better understand the
peoples’ choice for new brand of cereals. It can take data from the various grocery shops or
other websites on the internet.
 ANSWER TO THE QUESTION NO: 3

In the above situation, the manager is just focused on the efforts that the candidate put on
customer conversation and engagement necessary to convert the prospective customers to an
active customer of the company. But interviews should be focused on multiple aspects. The
potential sources of error associated with the manager's line of questioning are as follows

• The questions are just related to generic in house activities an organization carries out.
It miss out on judging capabilities of the interviewer based on the candidates thinking
and problem solving approach based on real life situations.
• The questions asked do not provide any behavioural insights about the candidate.
• The interviewer is missing upon the organizational fit of the candidate. He was not
evaluated on his motto and his thoughts on the role etc.
• Identifying the candidate's interests, skills etc. are being neglected.
• The interviewer is missing upon the STAR process which stands for –
• Situation: Means to describe a situation or a challenge faced,
• Task: Describing an individual task or requirement,
• Action: Describing an action taken to overcome a challenge,
• Results - Describing the results of an action.
• The interviewer fails to gather more information with follow up questions. All
questions asked do not reveal a person’s individuality or reveal the skill set.
• The interview looks like more of a questioning session rather than an interactive
session.
 ANSWER TO THE QUESTION NUMBER: 4

Marketing Decision Problem:

The Decision Problem will look from the perspective of finding the symptoms of the
problem. The following shall be the questions raised by the decision maker:

• Will there be any chance for get back on the lost sales volume?
• Is the decline in sales only due to lost customer confidence?
• How can we get back the lost customer confidence?
• Is it possible to launch a new beef variant for health conscious people?
• What are the ways in which we can reduce the customer churn rate & retain
customers?
• How can we ensure that our cattle’s don't get any foot & mouth disease?
Marketing Research problem:

It focusses on finding the key information and conducting research to establish relationship
between various factors and associated variables. The following are some research areas:

• Determine the relationship between people dieting and those boycotting beef.
• Conduct a focus study groups of animal welfare groups to understand their opinions
and first hand impressions about consuming beef.
• Conduct a consumer confidence survey to show that the occurrence of foot & mouth
disease among animals and the aversion or hatred towards meat are independent of
each other.
• Conduct a survey to understand the requirements of the new variant which a health
oriented person would like.