IES’s Management College and Research Centre, Mumbai

(FINAL EXAMINATION)

Date : 06/02/2021 Day: Saturday Time: 11.00 am To 01.30 PM Duration: 21/2 Hrs.

Course : PGDM- 1st Yr. Term: II Sub: Research Methodology Max. Marks: 60
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Instructions: 1) Q.1 is Compulsory. Attempt any four questions from remaining questions.
2) All questions carry equal marks.
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Q.1. a) Compose a list of four situations or issues where you believe research will help you as a
manager to make more effective decisions. 8 CO2

b) You are the administrative assistant for a division chief in a large holding company that owns
several hotels and theme parks. You and the division chief have just come from the CEO’s office,
where you were informed that the guest complaints related to housekeeping and employee
attitude are increasing. Your on-site managers have mentioned some tension among the
workers but have not considered it unusual. The CEO and your division chief have instructed
you to investigate the same.
What type of Research Design do you feel, would be appropriate for this situation? Justify.
4 CO2

Q.2. a) AJIO ltd. has conducted a survey to understand the online fashion apparel market in Mumbai.
The tables enclosed below, give insight into the consumer awareness level of various online
fashion portals in market, their preference for these portals and the relationship between
awareness level and age of consumers. From the SPSS output provided below, answer the
following:
I. Which online fashion apparel portal has the highest Top of Mind Awareness (TOMA)
level among customers?
II. Name top three preferred online fashion apparel brands among customers.
III. Is there any significant difference between the TOMA level for various portals w.r.t age
of customers? Present the hypotheses and Justify your answer. (2*3=6 M) CO2

Ranks (Preference wrt Portals)

est Statisticsa Mean Rank
Rank_Jabong 3.09
N 106 Rank_Myntra 3.93
hi-Square 123.208 Rank_Koovs 4.54
f 6 Rank_Fashionandyou 2.48
symp. Sig. .000 Rank_Ajio 5.19
. Friedman Test Rank_Street9 4.02
Rank_abof 4.75

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TOMA 1
Cumulative
Frequency Percent Valid Percent Percent
Valid Jabong 32 19.5 20.3 20.3
Myntra 32 19.5 20.3 40.5
Koovs 15 9.1 9.5 50.0
Fashionan
58 35.4 36.7 86.7
dyou
Ajio 1 .6 .6 87.3
Street9 8 4.9 5.1 92.4
abof 8 4.9 5.1 97.5
Others 10 6.1 2.5 100.0
Total 164 100 100.0
Total 164 100.0

OMA 1 * age Crosstabulation

ount
age
20-30 31-40 41-50 above 50 Total
OMA 1 Jabong 20 3 6 3 32
Myntra 25 4 1 2 32
Koovs 8 1 3 3 15
Fashionan
44 7 2 5 58
dyou
Ajio 0 0 1 0 1
Street9 5 0 1 2 8
abof 5 0 3 0 8
other 1 3 0 0 4
otal 108 18 17 15 158
hi-Square Tests
Asymp. Sig.
Value df (2-sided)
earson Chi-Square 46.335a 21 .001
ikelihood Ratio 36.354 21 .020
inear-by-Linear
.142 1 .706
ssociation
N of Valid Cases 158
. 23 cells (71.9%) have expected count less than 5. The
minimum expected count is .09.

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 b) ORGANIC INDIA is a global leader in providing genuine organic products which support health
and true wellness and company truly believe in knowing their customers more so they have
conducted a survey of 600 customers to know what are the factors that are important for
customers while choosing Fruit Infusions, also how is their satisfaction level with Organic India
on these parameters. Following is the SPSS output table, giving mean scores of Importance and
satisfaction. How can this information be used by Organic India? Elaborate. 6 CO2

Descriptive Statistics
Std.
N Mean Deviation
Satisfaction wrt (Aroma) 600 3.12 .961
Satisfaction wrt (flavour) 600 3.83 .834
Satisfaction wrt (taste) 600 4.11 .821
Satisfaction wrt (brand name) 600 3.42 .960
Satisfaction wrt (packaging and design) 600 3.65 .939
Satisfaction wrt (price) 600 3.26 1.076
Importance wrt (Aroma) 600 3.36 1.108
Importance wrt (flavour) 600 4.30 .716
Importance wrt (taste) 600 4.36 .813
Importance (brand name) 600 3.71 1.064
Importance (packaging and design) 600 3.52 1.061
Importance (price) 600 3.81 1.213
Valid N (listwise) 600

Q.3. Sleep deprivation is one of the reasons behind the rising incidence of serious illnesses like diabetes,
heart attack and cancer, among others in young and middle-aged Indians. This is an age group whose
sleep hours are often given over to late nights at work, binge watching on TV and smartphones. A floor
manager wanted to study the effects of sleep deprivation on workplace performance of shop floor
workers. The researcher selected 30-year-old males and reduced their sleeping hours from 8 to 5.
Identify the dependent, independent, moderating and extraneous variable in the above example.
CO3
a) What is the research question for the applied research problem? 2M
b) Design the research plan for the given situation? Justify your selection. 2M
c) What would be variables and population under the study? 2M
d) Draw the conceptual scheme for the above scenario. 2M
d) Develop two hypotheses for the above scenario. 4M

Q.4. a) iD fresh food brand found in 2005, by four cousins is trusted brand today and planning to add
more home made meal preparations to their basket. There inhouse research team has initiated a
survey to understand the growing preference of millennials with regards to ready to cook food
range.
Design a questionnaire to understand consumer preference and perception for iD’s ready to
cook food range with not more than 12 questions. 8 CO2

b) You are the manager of the retail division of a major corporation. Your firm has 35 stores
scattered over four states. Corporate headquarters has asked you to conduct an investigation to
determine whether any of these stores should be closed, expanded, moved, or reduced. Is there
a possible conflict between the suggestions of an outside research consultant and the store
managers? 4 CO2

Q.5. a) A manager of a large corporation has recommended that an INR 15000 raise be given to keep
valued employees from moving to another company. What are the various sources of data that
might be used to decide whether such a salary increase is appropriate? 6 CO3

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 b) Nyka Fashion has launched a social media campaign to enhance their brand image among young
customers and has conducted a survey to understand the impact of the survey on brand
awareness. Also, before the launch of the campaign they had conducted a survey on the same
customers to understand how was their awareness level wrt to Nyka Fashion. Basis the SPSS
output tables presented: 3*2=6 CO2

a. Can we say that the new social media campaign launched by Nyka Fashion is a success and
there is a significant difference in the average awareness level among the customers before
and after the launch of the campaign. Present the hypothesis and justify your answer.
b. If there is improvement in the average awareness level among the customers, how much is
the difference in the awareness level.

Paired Samples Statistics

Std. Error
Mean N Std. Deviation Mean
Pair 1 Brand Image Rating
Before the launch of
3.25 20 1.209 .270
New Social Media
Campaign
Brand Image Rating
after the launch of New 5.75 20 1.251 .280
Social Media Campaign

Paired Samples Test

Paired Differences
95% Confidence
Interval of the
Difference
Std. Std. Error Sig. (2-
Mean Deviation Mean Lower Upper t df tailed)
Pair Brand Image
1 Rating Before the
launch of New
Social Media
Campaign - Brand -2.500 1.235 .276 -3.078 -1.922 -9.050 19 .000
Image Rating after
the launch of New
Social Media
Campaign

Q.6. A survey was conducted by Natural icecreams to understand the how the flavors of icecreams (
Strawberry, vanilla, chocolate and Pista) and the different price points impacts the sales of their
icecream. The following output tables are the result of the research undertaken. (2*6 =12M) CO3
a. Can we say that average sales is same for all type of flavors of icecreams. ? Present the hypotheses
and Justify your answer.
b. Can we say average sales is same for all four price points ( per KG). ? Present the hypotheses and
Justify your answer.
c. Also can we conclude that average sales remains same for all combinations of flavors and price
points ( Interaction effect). ? Present the hypotheses and Justify your answer.
d. Can we say that there is significant difference in the sales of Strawberry and Chocolate. Justify
e. Can we say that there is significant difference in the sales of Ice-cream pack of 110 Rs/KG and 140
Rs/Kg. Justify
f. Can we say that average sales of 1Kg pack of strawberry at price point 110 Rs is better than the
average sales Vanilla ice-cream , of same quantity at the same price point. Justify

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 Descriptive Statistics
Dependent Variable:Sales
Flavor Price Mean Std. Deviation N
Strawberry INR 100/KG 1.1705E3 38.89087 2
INR 110/KG 1.1625E3 53.03301 2
INR 130/KG 1.0400E3 49.49747 2
INR140/KG 9.7500E2 35.35534 2
Total 1.0870E3 94.77492 8
Vanilla INR 100/KG 1.1975E3 31.81981 2
INR 110/KG 1.1000E3 70.71068 2
INR 130/KG 1.0750E3 70.71068 2
INR140/KG 1.0000E3 .00000 2
Total 1.0931E3 85.27005 8
Chocolate INR 100/KG 9.1450E2 21.92031 2
INR 110/KG 1.0600E3 113.13708 2
INR 130/KG 1.0060E3 26.87006 2
INR140/KG 9.3500E2 7.07107 2
Total 9.7888E2 76.36835 8
Pista INR 100/KG 1.1450E3 77.78175 2
INR 110/KG 1.0550E3 77.78175 2
INR 130/KG 1.0100E3 14.14214 2
INR140/KG 9.5000E2 70.71068 2
Total 1.0400E3 90.86882 8
Total INR 100/KG 1.1069E3 125.64171 8
INR 110/KG 1.0944E3 76.97112 8
INR 130/KG 1.0328E3 45.53413 8
INR140/KG 9.6500E2 40.00000 8
Total 1.0498E3 94.95262 32
Tests of Between-Subjects Effects
Dependent Variable:Sales
Type III Sum
Source of Squares df Mean Square F Sig.
Corrected Model 229106.000a 15 15273.733 4.850 .002
Intercept 3.526E7 1 3.526E7 1.120E4 .000
Flavor 67098.250 3 22366.083 7.102 .003
Price 101809.750 3 33936.583 10.776 .000
Flavor * Price 60198.000 9 6688.667 2.124 .090
Error 50390.000 16 3149.375
Total 3.554E7 32
Corrected Total 279496.000 31
a. R Squared = .820 (Adjusted R Squared = .651)
Post Hoc Tests

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 Multiple Comparisons
Sales
Bonferroni
Mean 95% Confidence Interval
Difference (I-
(I) Flavor (J) Flavor J) Std. Error Sig. Lower Bound Upper Bound
Strawberry Vanilla -6.1250 28.05965 1.000 -90.5378 78.2878
Chocolate 108.1250* 28.05965 .008 23.7122 192.5378
Pista 47.0000 28.05965 .680 -37.4128 131.4128
Vanilla Strawberry 6.1250 28.05965 1.000 -78.2878 90.5378
Chocolate 114.2500* 28.05965 .005 29.8372 198.6628
Pista 53.1250 28.05965 .459 -31.2878 137.5378
Chocolate Strawberry -108.1250* 28.05965 .008 -192.5378 -23.7122
Vanilla -114.2500* 28.05965 .005 -198.6628 -29.8372
Pista -61.1250 28.05965 .268 -145.5378 23.2878
Pista Strawberry -47.0000 28.05965 .680 -131.4128 37.4128
Vanilla -53.1250 28.05965 .459 -137.5378 31.2878
Chocolate 61.1250 28.05965 .268 -23.2878 145.5378
Based on observed means.
The error term is Mean Square(Error) = 3149.375.
*. The mean difference is significant at the .05 level.

Multiple Comparisons
Sales
Bonferroni
Mean 95% Confidence Interval
Difference (I-
(I) Price (J) Price J) Std. Error Sig. Lower Bound Upper Bound
INR 100/KG INR 110/KG 12.5000 28.05965 1.000 -71.9128 96.9128
INR 130/KG 74.1250 28.05965 .107 -10.2878 158.5378
INR140/KG 141.8750* 28.05965 .001 57.4622 226.2878
INR 110/KG INR 100/KG -12.5000 28.05965 1.000 -96.9128 71.9128
INR 130/KG 61.6250 28.05965 .259 -22.7878 146.0378
INR140/KG 129.3750* 28.05965 .002 44.9622 213.7878
INR 130/KG INR 100/KG -74.1250 28.05965 .107 -158.5378 10.2878
INR 110/KG -61.6250 28.05965 .259 -146.0378 22.7878
INR140/KG 67.7500 28.05965 .169 -16.6628 152.1628
INR140/KG INR 100/KG -141.8750* 28.05965 .001 -226.2878 -57.4622
INR 110/KG -129.3750* 28.05965 .002 -213.7878 -44.9622
INR 130/KG -67.7500 28.05965 .169 -152.1628 16.6628
Based on observed means.
The error term is Mean Square(Error) = 3149.375.
*. The mean difference is significant at the .05 level.

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Q.7. Jumbo Pizza would like to build a regression model consisting of six factors to predict the sales of
Pizzas. Data for the past fifteen months on sales and six different factors (No: of delivery boys, cost of
ads, no: of outlets, varieties of pizzas, competitors activities, no: of existing customers) were collected
for the purpose, study the following SPSS tables and answer the following:

1. Is the model significant? Explain?

2. Is any variable dropped by the model, if yes why they (it) are/is dropped?
3. What do you infer from the collinearity and tolerance values?
4. How is sales affected by other independent variables? Which variable affects the sales most strongly?
Explain.
5. What do you infer from R, Rsquare and adjusted Rsquare values?
6. What would be the estimated sales of JUMBO Pizza with 10 sales boy, 4 outlets and 50,000
advertisement cost, 4 variants, 500 existing customers and 2 competitors?
(6*2=12 M)
Model Summary
Change Statistics
Adjusted R Std. Error of R Square Sig. F
Model R R Square Square the Estimate Change F Change df1 df2 Change
1 .976a .953 .918 6.260 .953 27.254 6 8 .000
a. Predictors: (Constant), customers, competitor, varieties, boys, outlets,
ADCOST

ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 6408.864 6 1068.144 27.254 .000a
Residual 313.536 8 39.192
Total 6722.400 14
a. Predictors: (Constant), customers, competitor, varieties, boys, outlets, ADCOST
b. Dependent Variable: sales
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 6.372 32.586 .196 .050
boys .919 .910 .189 1.010 .042
ADCOST 2.699 1.303 .152 .537 .006
outlets 1.620 .618 .617 2.621 .031
varieties 1.978 2.310 -.147 .856 .417
competitor .067 2.211 .003 .030 .037
customers .242 .299 .182 .808 .042
a. Dependent Variable: sales

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Excluded Variablesc
Collinearity Statistics
Model Beta In t Sig. Partial Correlation Tolerance
numberofdeliveryboys .338a 2.556 .025 .594 .686
costofads .400a 2.361 .036 .563 .683
varietiesofpizzas -.085a -.600 .560 -.171 .170
competitorsactivities -.006a -.064 .950 -.018 .991
numberofexistingcusto
.241a 1.560 .145 .411 .767
mers
a. Predictors in the Model: (Constant), numberofoutlets
b. Predictors in the Model: (Constant), numberofoutlets, numberofdeliveryboys
c. Dependent Variable: sales

Correlations
number numbe varietie competit numberof
costofa
Sales ofdelive rofoutl sofpizza orsactivit existingcu
ds
ryboys ets s ies stomers
sales 1.000 .902 .934 .953 .725 -.040 .880
numberofdeliveryboys .902 1.000 .905 .845 .672 -.103 .841
costofads .934 .905 1.000 .904 .702 -.189 .867
Pearson numberofoutlets .953 .845 .904 1.000 .794 -.036 .856
Correlation
varietiesofpizzas .725 .672 .702 .794 1.000 -.178 .819
competitorsactivities -.040 -.103 -.189 -.036 -.178 1.000 .006
numberofexistingcustome
.880 .841 .867 .856 .819 .006 1.000
rs
sales . .000 .000 .000 .001 .443 .000
numberofdeliveryboys .000 . .000 .000 .003 .358 .000
costofads .000 .000 . .000 .002 .250 .000
Sig. (1- numberofoutlets .000 .000 .000 . .000 .449 .000
tailed)
varietiesofpizzas .001 .003 .002 .000 . .263 .000
competitorsactivities .443 .358 .250 .449 .263 . .491
numberofexistingcustome
.000 .000 .000 .000 .000 .491 .
rs

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