Assignment 1 (MM304)

By: Dr. Ayan Chattopadhyay

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Company XYZ, a major manufacturer of soft drinks is considering to introduce a new variant
(orange

flavour) in rural Bengal. According to census of India report, the state has 657.9 lac rural
population in

111.62 lac rural households that is spread across 37945 villages, 3354 gram panchayats in 20
districts. The

company has engaged a market research agency to address the marketing decision problem which
is –

Should XYZ launch the new orange variant in rural West Bengal? The company has decided to
launch the

new variant only if it is estimated to generate more profit for them. Also the minimum sample size
for the

survey is decided at 4000 individuals. Based on the above information, answer the following:

Q1- Identify the marketing research problem along with 3 marketing research sub-problems.

Answer-

Market Research Problem

 To identify the preference for orange flavored soft drinks among people living in rural areas.

Marketing Research Sub-Problems

 Added flavour make changes towards their likings or not.

 Preferences towards quantity, price and packaging(Bottle/Can/Pouches).
 Consumption of soft drinks.

Q2- Develop two hypothesis and define the research objectives.

Answer-

Hypothesis

 Frequency of buying soft drinks in a week.

 Preference towards bottle packaging, can packaging and pouches packaging.

Objectives
  To identify the frequency of buying soft drinks in a week over the rural areas in West Bengal.
 To identify the preferences towards packaging of soft drinks (Bottle/Can/Pouches) over the
rural areas in West Bengal.

Q3- For the planned primary survey what are possible sources of errors?

Answer- Errors are as follows

 Measurement Errors
 Sampling Errors.
 Response Errors.
 Errors due to processing.
 Making Biased Surveys.

Q4- Which multi-stage sampling method is best suited for this research problem? Justify.

Answer- I will choose cluster sampling method because

 Here entire population is divided into sections or clusters.

 Clusters are further identified by demographic parameters.
 This make researches very easy to derive effective inference from the feedbacks.

Q5- Elaborate the steps that would be followed by the agency in conduct the research work.

Answer- Steps followed by agency in conduct the research work.

 To identify the problem associated first.

 Review the literature.
 Clarify the problems based on literature review.
 Define terms and concepts associated.
 Define populations
 Develop road Map.
 Collection of data.
 Analysing of data.
 Comment

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Prabhat Bhattacharya

ST Code- 20018

Sec- A

MBA-24