Total No.

of Pages : 03
Roll No. IIL
Total No. of Questions : 17

MBA /MBA (IB) (2018 Batch) (Sem.-2)

DECISION MAKING
BUSINESS ANALYTICS FOR
Subject Code MBA-201-18
M.Code: 76153
Max. Marks 6 0
Time 3 Hrs.

INSTRUCTIONS TO CANDIDATES:
students
TWO marks each and
1. SECTION-A contains EIGHT questions carrying
have to attempt ALL questions.
Units-I, I1, ilI& IV. Each Subsection
2. SECTION-B consists of FOUR Subsections
EIGHT marks each and students have to
contains TWO questions each carrying
from each Subsection.
attempt any ONE question Case Study carrying TWELVE
SECTION-C is COMPULSORY
and consists of ONE
3.
marks.

SECTION-A

lines
Answer the following questions in 2-3
1. What is Primary Data?
What applications of z-test?
2 are

3. What is meant by level of significance?

distribution?
A. What is frequency
Numbers?
5.5. What is base shifting in Index
What are linear equations?
6.
W h a t is a u t o c o r r e l a t i o n ?
1.
eror in Hypothesis Testing?
8. What is Type-lI
SECTION-B
UNIT-I
business scenario.
relevance of Business Analytics in the present
9. Discuss the need and
Explain by citing examples.
Write notes on:
10.
a. Rules of tabulation
methods
Limitations of probability sampling
b.
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 UNIT-II

standard error is important for proper analysis of data. Explain by citing

11. Why finding
examples
12. Write notes on:
a. Procedure of hypothesis testing
test
b. Applications of Chi-Square
UNIT-III

and multiple correlation. Explain by citing

13. Discuss the difference between partial
examples.
14. Write notes on:

business
a. Role of forecasting in

b. Problem of Multicolinarity
UNIT-IV

Discuss various methods

of Time Series Analysis.
15. What is Time Series Analysis?

Write notes on :
16.
Time Series Analysis
a. Applications of
decision making
numbers in managerial
b. Importance of Index
SECTION-C

17. Casestudy: bottled beverages

and distributor of non-alcoholic,
Coca-Cola Amatil is the largest bottler in the region.
bottlers of Coca-Cola products
and one of the largest
in the Asia Pacific,
for Retail is being used:
How Trax Image Recognition limited
Coca-Cola Amatil was relying on

Prior to using Trax's imaging technology, delayed data sourced from

as well as
measurements of products in store,
and manual
phone conversations. technology to
image-based
sales reps used
Trax Retail Execution sent to the
Coca-Cola Amatil mobile devices; these images were
with their sales reps
stores shelve within minutes to
take pictures of actionable reports
returning
Trax Cloud and analyzed, assessments to management.
detailed online
and providing m o r e

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 Value proposition :

Real-time images of stock allowed sales reps to quickly identify performance gaps
shelf share and competitive insights
and apply corrective actions in store. Reports on
store and over the phone with
store
also allowed reps to strategize on opportunities in

managers. within five

1.3% market share in the Asia Pacific region
Coca-Cola Amatil gained
months.
U.S. and intemational
Global Tech LED is a LED lighting design and supplier to
commercial
markets, specializing in LED retrofits and fixtures for spaces.

How Google Analytics is being used:

Global Tech LED
Google Analytics'Smart Lists were used to automatically identify
to those users
to Engage", and to then remarket
prospects who were "Most Likely
with more targeted product pages.
customer
Google's Conversion Optimizer was used
to automatically adjust potential
bids for increased conversions.

Value proposition:
Lists drove 5 times more clicks than all
Remarketing campaigns triggered by Smart
other display campaigns. than
The click-through rate of Global Tech LED's remarketing campaigns
was more

two times the remarketing average of other campaigns.

Traffic to the company's website grew by more than 100%, and was able to re-engage

usersin markets in which it was trying to make a dent, including South Asia, Latin
America, and Westerm Europe.
Global Tech LED to better allocate
Use of the Conversion Optimizer allowed
marketing costs based on bid potential.

Case Questions:

a. Discuss how Coca-Cola Amatil used Trax Retail

Execution image-based technology .

used by Global Tech

b. Discuss the value proposition of Google's analytical platform
LED

No. or Marking of passing request on any

NOTE: Disclosure of Identity by writing Mobile
of Answer Sheet will lead to UMC against the Student.
paper

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