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MS-66 MARKETING RESEARCH /SEM-II/2020

Note: Attempt all the questions and submit your assignments to the coordinator of your study
centre on or before 31st October.2020.

1. (a) What is Marketing Research ? Try and link the role of marketer with the customer in
the entire process of marketing research. Illustrate the above with a hypothetical example
of your choice.

Ans: Marketing Research is the systematic gathering, recording and analysis of qualitative and
quantitative data about issues relating to marketing products and services. The goal is to identify
and assess how changing elements of the marketing mix impacts customer behaviour.

This involves specifying the information required to address these issues, then designing the
method for collecting information, managing and implementing the data collection process.
After analysing the data collected, these results and findings, including their implications, are
forwarded to those empowered to act on them.

Market research, marketing research and marketing are a sequence of business activities:
sometimes these are handled informally.

The field of marketing research is much older than that of market research. Although both
involve consumers, Marketing research is concerned specifically about marketing processes,
such as advertising effectiveness and salesforce effectiveness, which market research is
concerned specifically with markets and distribution. Two explanations gives for confusing
market research with Marketing Research are the similarity of the terms and also that Market
Research is a subset of Marketing Research. Further confusion exists because of major
companies with expertise and practices in both areas.

The ROLE of Marketing

Identify  Understand Customer wants and needs.

Customers  Identify whom to target and how to reach them
Satisfy  Make the right product or service available to the right people at the
Customers right time.
 Make everyone feel better off from the exchange.
Retain Customers  Give customers a reason to keep coming back
 Find new opportunities to win their business

Marketing encompasses a variety of activities focused on accomplishing these objectives.

How companies approach and conduct day-to-day marketing activities varies widely. For
many large, highly visible companies, such as Disney-ABC, Proctor & Gamble, Sony and
Toyota, Marketing represents a major expenditure. Such companies rely on effective
marketing for business success and this dependence is reflected in their organization
strategies, budget and operations. Conversely for other organization particularly those in
highly regulated or less competitive industries such as utilities, social services, medical care,

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or businesses providing one-of a kind products, marketing may be much less visible. It could
even be as simple as a web site or an informational brochure.

There is no one model that guarantees marketing success. Effective marketing may be very
expensive, or it may cost next to nothing. What marketing must do in all cases is to help the
organization identify, satisfy and retain customers. Regardless of size or complexity a
marketing program is worth the costs only if it facilitates the organization’s ability to reach
its goals.

How Companies Approach Marketing: When companies develop a marketing strategy, they
make decision about the direction that the company and their marketing efforts with take.
Companies can focus on the customer, product, sales or production. As the business
environment has changed over time, so has the way that companies focus their marketing
efforts.

The Marketing Concept: An organization adopts the marketing concept when it takes steps
to know as much about the consumer as possible, coupled with a decision to base
marketing, product and even strategy decisions on this information. These organizations
start with the customers needs and work backward from there to create value, rather than
starting with some other factor like production capacity or an innovative invention. They
operate on the assumption that success depends on doing better than competitors at
understanding, creating, delivering, and communicating value to their target customers.

The Product Concept: Both historically and currently, many businesses do not follow the
marketing concept. For many years, companies such as Texas Instrument and Otis Elevator
have followed a product orientation, in which the primary organizational focus is technology
and innovation. All parts of these organizations invest heavily in building and showcasing
impressive features and product advances, which are the areas in which these companies
prefer to compete. This approach is also known as the product concept. Rather than
focusing on a deep understanding of customer needs, these companies assume that a
technically superior or less expensive product will self itself. While this approach can be very
profitable, there is a high risk of losing touch with what customers actually want. This leaves
product-oriented companies vulnerable to more customer-oriented competitors.

The Sale Concept: Other companies follow a sales orientation. These business emphasize
the sales process and try to make it as effective as possible. While companies in any industry
may adopt the sales concept, multilevel-marketing companies such as Herbalife and Amway
generally fall into this category. Many business-to-business companies with dedicated sales
teams also fit this profile. These organizations assume that a good sales person with the
right tools and incentives is capable of selling almost anything. Sales and marketing
techniques include aggressive sales methods, promotions and other activities that support
the sale. Often, this focus on the selling process may ignore the customer or view the

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customer as someone to be manipulated. These companies sell what they make, which isn’t
necessarily what customers want.

(b) Explain the areas of marketing research in the following situation

(i) Firm planning of foray into wellness products: We are entering into chemical-free
cosmeceutical sector under the brand Mantra. We plan to introduce herbal medicines in
newly emerging therapeutic segments, including diabetology, cardiovascular diseases and
hepatology,” Shree Baidanath Ayurved Bhawan Executive Director Anurag Sharma told PTI
here.
Kolkota-based Shree Baidyanath Ayurved Bhawan (Baidyanath) have been pioneering
ayurvedic healthcare since 1917, with 10 ultramodern manufacturing facilities, offering
more than 700 formulations in various parts of the country.
“We have got Mantra cleared by the USFDA and successfully launched the products in the
US market. We are now launching in India to start with tier-I cities by March 2016. The 40
products under Mantra brand will get manufactured at the company’s facilities in Himachal
Prades,” Sharma Said.

The cosmeceutical sector is estimated at USD 20 billion and growing at 25 per cent per
annum. Although these segments are growing rapidly, at present there are no herbal
remedies available for such lifestyle diseases in the country. The R&D facility collaborates
with various academic institutions and government-run hospitals to assess the applicability
of its research findings to practical situations, he added.

(ii) Proposed launch of electric car: In addition, the growing sensitivity of various
governments toward a cleaner environment has increased the demand for zero-emission
vehicles. Developed nations such as the US, Germany and the UK are actively promoting the
use of electric vehicles to reduce emissions, which has resulted in the growth of electric
vehicle sales.
The electric vehicle market is dominated by globally established players such as Tesla (US),
BYD (China), BMW (Germany), Volkswagen (Germany) and Nissan (Japan). These companies
developed new products, adopted expansion strategies and undertook collaborations,
partnerships and mergers & acquisitions to gain traction in this high-growth electric vehicle
market. Mid-Priced vehicle segment are expected to grow at highest CAGR rate.

The future of EVs is expected to be bright and with time the price of batteries , one of the
most vital components in an EV, is reducing significantly which would make EVs more
affordable. Mid-Priced vehicle class has limited features with less emphasis on features like
infotainment, instrument cluster and other expensive features. China is one of the leading
countries for the mid-priced segment. Companies such as BYD, Smart and Great wall Motors
are manufacturing comparatively less expensive vehicles. In July 2018, Great Wall Motors
announced a partnership with BMW group to produce electric MINI vehicles in China. In
December 2018, the company launched its new flagship vehicle under its new “ORA” electric
car brand: the ORA R1. The small urban car will cost only USD 8,680 after incentives with a
range of almost 200 miles. Increasing adoption of electric buses likely to propel the growth
of commercial vehicles during the forecast period.

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The commercial vehicle segment is expected to be the fastest growing market. With
increasing adoption of electric buses, particularly in China and India, has contributed to the
growth of the electric commercial segment. Several countries are expected to replace their
existing fuel-based bus fleet with electric buses. The increasing trend of replacement of
fossil fuel based public transport fleet with electric buses will drive the growth of electric
commercial vehicles during the forecast period. Additionally, the growth of e-commerce,
logistics and shared mobility will drive the growth of electric commercial vehicles during the
forecast period. Electric Vehicle market, by Region.

The Asia Pacific market is expected to Witness the fastest growth, followed by Europe and
North America. The automotive industry in the countries such as China, Japan and South
Korea is inclined toward innovation, technology, and development of advanced electric
vehicle. The increasing demand for reducing carbon emission and developing more
advanced and fast charging stations are expected to propel the growth of electric vehicle.
BYD, BAIC, Chery and SAIC among others are some of the key players in the Asia Pacific
electric vehicle market.

Electric Vehicle Market

Market Dynamics
Drivers

 Favourable Government Policies and Subsidies: The Government of various countries have
formulated stringent CO2 emission norms that have increased the demand for electric
vehicles. Also, the governments are providing incentives and subsidies to encourage EV
sales.

 Heavy Investments for Automakers in EVs: are expected to cater to the growing demand for
EVs and Play a major role in the evolution of the electric vehicle market. OEMs offer electric
vehicles in different segments ranging from small hatchbacks such as Nissan Leaf to high-end
sedans like Tesla Model 3. The wide produce offering has attracted many consumers and
resulted in a growing market for electric vehicles.

 Growing concerns over environmental Pollution: ICE vehicles emit a high volume of GHG into
the atmosphere. To curb this, the governments of several countries have taken initiatives for
the deployment of EVs. These initiatives would help in improving air quality. The use of EVs
will reduce the dependence on fossil fuels. Further, electric vehicles require lesser
maintenance and operating costs than ICE vehicles.

 Demand for Increased Vehicle range per Charge: Recent developments have shown a
tremendous increase in Vehicle range on a single charge. In addition, electric vehicle
manufactures now offer home charging options with every EV purchase, adding to the
convenience of consumers.

 Major Increase in EV models: Expanding e-mobility is an important building block on the

road to a CO2-neutral balance. Government regulations to promote the use of EVs are
driving factor in the increase of EV models by various companies. The number of EV models
introduced by automotive companies is increasing rapidly with time.

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 Lack of Standardization of Charging Infrastructure: For Standardization of charging

infrastructure, a globally shared vision is significant. There have been several efforts to
improve the user experience of charging infrastructure by promoting interoperability, both
for drivers and charging network operators.
Opportunities:

 Use of Vehicle-to-grid (V2G) EV charging Stations: Vehicle-to-grid (V2G) charging is a system

that has bi-directional electrical energy flow between plug-in-Evs and the power grid. V2G
technology enables EVs to store unused power and discharge it to the grid. V2G technology
can improve the electrical component’s performance and add Value for EV owners.

 EV Charging stations powered by Renewable Energy: EVs can be charged at an electric

charging station or using a solar panel. The use of renewal energy of power EV charging
stations is one of the key opportunities for players in the electric vehicle charging market.
Due to the lower price and easier installation of solar panels, solar powered charging
stations have become ideal for homeowners or commercial building.

2. (a) A leading India motorcycle manufacturer has assigned the task to conduct a study for
their proposed electric motorcycle for the mass market. Prepare a detailed market study
for the company with your recommendations.

Ans: The electric two-wheeler market in India is expected to grow at a CAGR of over 44%
during the period 2019-2025.

The electric two-wheeler market in India is emerging on account of increased government

policies supporting battery-powered vehicles, the growing awareness toward the
environment, increasing petrol prices and stringent emission norms. The Government of
India has taken several initiatives to boost the sale of electric vehicles (EV), including two-
wheelers. In 2003, with the launch of the National Electric Mobility Mission plan 2020, which
aims to increase the adoption and manufacturing of EV in India (Fame India), around 90% of
the vehicles that availed incentives, were battery-powered two-wheelers. Similarly, in the
Union budget 2019, the government had framed several policies and announced rebates on
battery-powered vehicles. Hence, the remission to customers on interest to buy battery-
powered vehicles is expected to increase adoption and demand for battery-powered
scooters and motorcycles.

Another important driver contributing to the growth and adoption of EV, especially scooters
and motorcycles, is the growing awareness of greenhouse gas emissions and environmental
pollutions. Electric vehicles have the potential to reduce dependence on crude oil. India is
witnessing a rise in environmental consciousness, thereby driving government agencies to
take initiatives to curb the practices that are increasing environmental risks. Therefore, the
cost-effectiveness of EVs due to government incentives and long-term fuel savings along
with environmental friendliness are key factors increasing the purchase of electric vehicles in
India.

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The following factors are likely to contribute to the growth of the electric two-wheeler
market in India during the forecast period:

 Government-Industry Collaboration
 Increase in Affordability
 Increase in Government Initiatives
 Growth in Environment Awareness

The study considers the present scenario of the electric two-wheeler market and its market
dynamic for the period 2019-2025. It covers a detailed overview of several market growth
enablers, restraints and trends. The study offers both the demand and supply aspects of the
market. It profiles and examines leading companies and other prominent companies operating
in the market.

Electric two-wheeler Market in India: Segmentation: This research report includes detailed
market segmentation by technology, battery, vehicle, voltage, speed and geography. The
removal battery segment is expected to grow at the highest CAGR during the forecast period. As
electric scooters and motorcycles face the challenge of charging infrastructure, removal
batteries have emerged as a solution in India. Removable batteries are more in demand than
non-removal ones as they provide charging at home. They are expected to be a gamechanger.
The change to detachable batteries will double the country’s speed toward electrification.
Swappable batteries are also a major idea, which is correctly emerging among several electric
two-wheeler companies.
Currently, several electric two-wheeler manufactures utilize lead-acid batteries as they are easy
to procure and cost-effective. However, lithium-ion batteries are also witnessing demand as they
are better in terms of range, speed and charging. Although the share of lead-acid batteries is
expected to lead during the forecast period, lithium batteries are likely to grow significantly by
volume. A high-speed lithium-ion battery-powered scooter or motorcycle costs two times than a
low-speed lead-acid battery strapped version. Therefore, due to the low cost of manufacturing,
manufacturers continue to produce electric two-wheelers based on lead-acid batteries, thereby
driving the segment growth. Although lead-acid batteries are expected to be phased out due to
their low capacities and efficiencies, depths of discharge, and reduced low lifespans, lithium-ion
batteries are the future of electric transportation. The availability of subsidies are increasing
efficiencies in lithium-ion battery technology is expected to increase application.

With India’s major automobile manufacturers entering battery-powered vehicles manufacturing,

electric scooters and motorcycles are gradually becoming mainstream transportation. Backed by
the “Make in India” initiative and the rise of Indigenous start-ups, the government has targeted
to be 90% electrical by 2025. The e-scooter and motorcycle market has grown significantly in the
last three years on account of government subsidies and initiatives. Battery-powered scooters
and motorcycles are spearheading the e-revolution in India. Although electric scooters and
motorcycles make up a fraction of the total wheelers currently, the demand is expected to pick
during the forecast period. Scooters, as well as motorcycles, can be charged fast and easily via
existing plug-in points at homes. By the year 2030, the sale of electric scooters is expected to
exceed 2 million. However, after the launch of the FAME II scheme in April 2019, there was a
sharp decline in the sale of electric scooters and motorcycles on account of low subsidy, which
eventually increases the cost of electric scooters and motorcycles. Further, with decreasing air

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quality and rising traffic becoming the most worrying challenge in major Indian cities, e-scooters
hold the potential to emerge as a safe and viable alternative.

Although low-speed electric two wheelers are not eligible for any incentive under the FAME
II scheme, they have a high share on account of cost-efficiency. Nearly all low-speed
batteries run on lead-acid batteries, making them feasible and less expensive. Therefore, it
constitutes the majority of battery-powered vehicles. However, a low load carrying capacity
and the use of lead-acid batteries are the major limiting factors for the adoption of low-
speed battery-powered two-wheelers in India.

Market Segmentation by Technology

 Removable
 Non-Removable

Market Segmentation by Battery

 Lithium-ion
 Lead Acid

Market Segmentation by Vehicle

 Scooters
 Motorcycles

Market Segmentation by Voltage

 48V
 60V
 72V & Above

Market Segmentation by Speed

 High
 Low

(b) What is data ? What are the different types of data available for a researcher ? Bring
out the relationship between data and the research process with suitable illustration.

Ans: Data are characteristics or information, usually numerical, that are collected through
observation. In a more technical sense, data re a set of values of qualitative or quantitative
variables about one or more persons or objects, while a datum is a single value of a single
variable.

TYPES OF RESEARCH DATA: Data may be grouped into four main types based on methods
for collection: observational, experimental, simulation and derived. The type of research
data you collect may affect the way you manage that data. For example, data that is hard or
impossible to replace (e.g the recording of an event at a specific time and place) requires

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extra backup procedures to reduce the risk of data loss. Or, if you will need to combine data
points from different sources, you will need to follow best practices to prevent data
corruption.

Observational Data: are captured through observation of a behaviour or activity. It is

collected using methods such as human observation, open-ended surveys, or the use of an
instrument or sensor to monitor and record information-such as the use of sensors to
observe noise levels at the MPLS/ST Paul airport. Because observational data are captured in
real time, it would be very difficult or impossible to-re-create if lost.

Experimental Data: are collected through active intervention by the researcher to produce
and measure change of to create difference when a variable is altered. Experimental data
typically allows the researcher to determine a causal relationship and is typically projectable
to a larger population. This Type of data are often reproducible, but it often can be
expensive to do so.

Simulation Data: are generated by imitating the operation of a real-world process or system
over time using computer test models. For examples, to predict weather conditions,
economic models, chemical reactions, or seismic activity. This method is used to try to
determine what would, or cloud, happen under certain conditions. The test model used is
often as, or even more, important than the data generated from the simulation.

Derived/Complied Data: Derived Data involves using existing data points, often from
different data sources, to create new data through some sort of transformation, such as an
arithmetic formula or aggregation. For example, combining area and population data form
the Twin Cities metro area to create population density data. While this type of data can
usually be replaced if lost, it may be very time-consuming (and possibly expensive) to do so.

Researchers reply heavily on data as they have a story to tell or problems to solve. It starts
with a question, and data is nothing but an answer to that question. But what is no question
to ask ? Well! It is possible to explore data even without a problem – we call it “Data Mining’
which often reveal some interesting patterns within the data that are worth exploring.

Irrelevant to the type of data, researchers explore, their mission and audiences vision guide
them to find the patterns to shape the story they want to tell. One of the essential things
expected from researchers while analysing data is to stay open and remain unbiased
towards unexpected patterns, expressions and results.

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Types of Data in Research

Every kind of data has a rare quality of describing things after assigning a specific value to it.
For analysis, you need to organize these values, processed and presented in a given context,
to make it useful. Data can be in different forms, here are the primary data types.

 Qualitative Data: when the data presented has words and descriptions, when we call it
qualitative data. Although you can observe this data, it is subjective and harder to analyze
data in research, especially for comparison. Example: Quality data represents everything
describing taste, experience, texture, or an opinion that is considered quality data. This type
of data is usually collected through focus groups, personal interviews, or using open-ended
questions in surveys.

 Quantitative Data: Any data expressed in numbers of numerical figures are called
quantitative data. This type of data can be distinguished into categories, grouped, measured
calculated or ranked. Example: questions such as age , rank, cost, length, weight, scores, etc.
Everything comes under this type of data. You can present such data in graphical format,
charts or apply statistical analysis methods to this data. The (Outcomes Measurement
Systems) OMS questionnaires in surveys are a significant source of collecting numeric data.

 Categorical Data: it is data presented in groups. However, an item included in the

categorical data cannot belong to more than one group. Example: A person responding to a
survey by telling his living style, marital status, smoking habit, or drinking habit comes under
the categorical data. A chi-square test is a standard method used to analyze this data.

3. (a) Distinguish between Quantitative research and Qualitative research. With the help of
suitable examples discuss the possible areas where qualitative research can be used in
marketing problems.

Ans: When collecting and analyzing data, quantitative research deals with numbers and
statistics, while qualitative research deals with words and meanings. Both are important for
gaining different kinds of knowledge.
Quantitative Research: is expressed in numbers and graphs. It is used to test or confirm theories
and assumptions. This type of research can be used to establish generalizable facts about a
topic. Common quantitative methods include experiments, observations recorded as numbers
and surveys with closed-ended questions.

Qualitative Research: is expressed in words. It is used to understand concepts, thoughts or

experiences. This type of research enables you to gather in-depth insights on topics that are not
well understood. Common qualitative methods include interviews with open-ended questions,
observations described in words, and literature reviews that explore concepts and theories.

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Quantitative and Qualitative research use different research methods to collect and analyze data
and they allow you to answer different kinds of research questions.

Quantitative Research Qualitative Research

Focuses on testing theories and hypotheses
Analyzed through math and statistical
analysis.
Mainly expressed in number, graphs and
tables.
Requires many respondents
Closed (multiple choice) questions
Key Terms: testing, measurement,
objectivity, replicability
Focuses on exploring ideas and formulating a
theory or hypothesis.
Analyzed by summarizing, categorizing and
interpreting.
Mainly expressed in words
Requires few respondents
Open-ended questions
Key Terms: understanding, Context, complexity,
subjectivity.

(b) Discuss the importance of Data processing, Coding, Tabulation and Data Presentation
in a research project.

Ans: Processing and Analysis of Data:

 The data, after collection has to be processed and analysed in accordance with the outline
laid down for the purpose at the time of developing the research plan. This is essential for a
scientific study and for ensuring that we have all relevant data making contemplated
comparison and analysis.

 Technically speaking processing implies editing, coding, classification, and tabulation of

collected data so that they are amenable to analysis.

 The term analysis refers to the computation of certain measure along with searching for
patterns of relationship that exit among data group.

CODING

 Coding refers to the process of assigning numerals or other symbols to answers so that
responses can be put into a limited number of categories or classes.
 Coding is necessary for efficient analysis and through it the several replies may be reduced
to a small number of classes which contain the critical information required for analysis.

TABULATION

 When a mass of data has been assembled. It becomes necessary for the researcher to
arrange the same in some kind of concise and logical order this procedure is referred to as

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tabulation this tabulation is the process of summarising raw data and displaying the same in
compact form (i.e. in the form of statistical tables) in a broader sense, tabulation is an
orderly arrangement of data in columns and row.

 Tabulation is essentially because of the following reasons:

o it facilitates the process of comparison.
o It provides a basis for various statistical computation

4. (a) Explain the terms univariate, Bivariate and multivariate analysis with suitable examples
Explain the term “Analysis of Association” and the various techniques that a researcher
can use for data analysis.

Ans: Univariate Data: This type of data consists of only one variable. The analysis of univariate
data is this the simplest form of analysis since the information deals with only one quantity that
changes. It does not deal with causes or relationships and the main purpose of the analysis is to
describe the data and find patterns that exist within it.

The example of a univariate data can be height.

Heights (in Cm) 164 167.3 170 174.2 178 180 186

Suppose that the heights of seven students of a class is recorded, there is only one variable that
is height and it is not dealing with any cause or relationship. The description of patterns found in
this type of data can be made by drawing conclusions using central tendency measures (mean,
median and mode), dispersion or spread of data (range, minimum, maximum, quartiles, variance
and standard deviation) and by using frequency distribution tables, histograms, pie charts,
frequency polygon and bar charts.

Bivariate Data: This type of data involves Two different variables. The analysis of this type of
data deals with causes and relationships and the analysis is done to find out the relationship
among the two variables. Example of Bivariate data can be temperature and Ice Cream sales in
summer season.

Temperature (IN CELSIUS) ICE CREAMS SALES

20 2000
25 2500
35 5000
43 7800

Suppose the temperature and ice cream sales are the two variables of a bivariate data. Here, the
relationship is visible from the table that temperature and sales are directly proportional to each
other and thus related because as the temperature increases, the sales also increase. This
bivariate data analysis involves comparisons, relationship, causes and explanations. These

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variables are often plotted on X and Y axis on the graph for better understanding of data and
one of these variables is independent while the other is dependent.

Multivariate Data: When the data involves three or more variables, it is categorized under
multivariate. Example of this type of data is suppose an advertiser wants to compare the popularity
of four advertisements on a website, then their click rates could be measured for both and women
and relationships between variables can then be examined.

It is similar to bivariate but contains more than one dependent variable. The ways to perform
analysis on this data depends on the goals to be achieved. Some of the techniques are regression
analysis, path analysis, factor analysis and multivariate analysis of variance (MANOVA).

Association is a data mining function that discovers the probability of the co-occurrence of items in a
collection. The relationships between co-occurring items are expressed as association rules.
Association rules are often used to analyze sales transactions.

Data Analysis Methods: There are two main methods of Data Analysis:

1. Qualitative Analysis: This approach mainly answers questions such as ‘why’, ‘what’, or
‘how.’ Each of these questions is addressed via quantitative techniques such as
questionnaires, attitude scaling, standard outcomes, and more. Such kind of analysis is
usually in the form of texts and narratives, which might also include audio and video
representations.

2. Quantitative Analysis: Generally, this analysis is measured in terms of number. The data
here present themselves in terms of measurement scales and extent themselves for more
statistical manipulation.

The other techniques include:

3. Text Analysis: is a technique to analyze texts to extract machine-readable facts. It aims to

create structured data out of free and unstructured content. The process consists of slicing
and dicing heaps of unstructured, heterogeneous files into east-to-read, manage and
interpret data pieces. It is also known as text mining, text analytics and information
extraction.

The ambiguity of human languages is the biggest challenge of text analysis. For example, the
humans know that “Red Sox Tames Bull” refers to a baseball match, but if this text is fed to a
computer without background knowledge, then it would generate several linguistically valid
interpretations and sometimes people not interested in baseball might have trouble
understanding it too.

4. Statistical Analysis: Statistics involves data collection, interpretation and validation.

Statistical analysis is the technique of performing several statistical operations to quantify
the data and apply Statistical analysis. Quantitative data involves descriptive data like

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surveys and observational data. It is also called a descriptive analysis. It includes various
tools to perform Statistical data analysis such as SAS (Statistical Analysis System), SPSS
(Statistical Package for the Social Sciences), Stat, Soft and more.

5. Diagnostic Analysis: is a step further to Statistical analysis to provide more in-depth analysis
to answer the questions. It is also referred to as root cause analysis as it includes processes
like data discovery, mining and drill down and drill through. The diagnostic analysis is a step
further to Statistical analysis to provide more in-depth analysis to answer the questions. It is
also referred to as root cause analysis as it includes processes like data discovery, mining
and drill down and drill through.

(b) Describe briefly the various multivariate procedures available to analyse associated
data in the context of marketing.

Ans: Types of Multivariate Analysis Methods : Multivariate methods can be subdivided

according to different aspects. First of all, they are differentiated according to whether the
aim is to discover a structure within the combination of data, or whether the data is to be
checked with a certain structure. The structure-determining methods include:

 Factor analysis: Reduces the structures to relevant data and individual variables.
Factor studies focus on different variables, so they are further subdivided into main
component analysis and correspondence analysis. For example, which website
elements have the greatest influence on purchasing behaviour ?

 Cluster Analysis: Observations are graphically assigned to individual variable groups

and classified on the basis of these. The results are clusters and segments, such as
the number of buyers of a particular product, who are between 35 and 47 years old
and have a high income.

Structural review Procedures include, among others:

 Regression Analysis: Investigates the influence of two types of variables on each

other. Dependent and nondependent variables are spoken. The former are so-called
explanatory variables, while the latter are explanatory variables. The first describes
the actual state on the basis of data, the second explains this data by means of
dependency relationships between the two variables. In practice, several changes of
web page elements correspond to independent variables, while the effects on the
conversation rate would be the dependent variable.

 Variance Analysis: Determines the influence of several or individual variables on

groups by calculating statistical averages. Here you can compare variables within a
group as well as different groups, depending on where deviations are to be
assumed. For example: Which groups most often click on the Buy Now button in
your shopping cart ?

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 Discriminant Analysis: Used in the context of variance analysis to differentiate

between groups that can be described by similar or identical characteristics. For
example, by which variables do different groups of buyers differ ?

Examples: A multivariate test of a web page can be presented in the following simplified
way. Elements such as headlines, teasers, images but also buttons, icons or background
colors have different effects on user behaviour. Different variants of elements are tested.
The test would initially identify these elements and show different users differently designed
elements. The aim would be to obtain data on the effects of the changes in terms of
conversion rate or other factors such as retention time, bounce rate of scrolling behaviour
compared to other sets of elements.

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