SOLVED NMIMS MBA ASSIGNMENTS - Assuming that the management has entrusted you with this research, if a sample has to be drawn from this sampling frame


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Marketing Research

1. 40 years back, Sita Travels was a renowned brand in Delhi, in the travel and tourism industry. The company boasted of a loyal clientele, competitive travel packages, efficient and motivated employees and a vision to become the No. 1 player pan India. In those days, the industry comprised few players hence there wasn’t too much competition to be faced. However, in recent times, with the online platform and players emerging such as Makemytrip, Trivago, Yatra etc. offering packages at throwaway prices and reaching out at minimal costs to the mobile savvy, internet savvy consumer, it is indeed giving the traditional companies a run for their money. Loss of clientele, revenue and market shares have made Sita Travels sit up and wonder as to what needs to be done to address this issue. Towards this management problem, state the research objective(s) and propose a research design for this study; describing the secondary and primary sources of data, research design, research method, target respondent, contact method etc. (10 Marks)

2. The beauty care industry comprising make-up, personal care, skin and hair care product categories, grapples with a lot of controversy around the safety of products, rampant use of colour and chemicals, products being carcinogenic and unsafe for us. While some marketers have seen this as a market opportunity to sneak in with so-called natural, herbal, ayurvedic products, for the larger majority, this still remains a challenge. The Beauty Care Industry Association is planning to conduct a research to examine the consumer psyche: her consumption and purchase habits, her attitude, satisfaction levels, perception about different products, opinion about carcinogenic elements and unsafety etc. It has been decided to conduct a quantitative, questionnaire- based survey among women from all socio-economic sections. The industry wants to identify the key factors associated with the decision-making of products among women; based on advanced analytical tools. Design a questionnaire keeping in mind all the research objectives of this survey and the appropriate scales that should be used for advanced analysis. (10 Marks)

3. A national chain of casual and formal men’s wear is interested to understand the preferences of men when it comes to the purchase of clothing. The objectives of the research are:
• To understand the preferences of clothing by occasion
• To understand differences in preferences by income group and geographical area
• To understand satisfaction of customers with their brand vis-à-vis other competitor brands
In particular, the management wants to understand the as to how the buying behaviour or preferences of men for clothing are influenced by variables such as (1) occasion of use (2) geography of the customer (3) income group of the customer and (4) competition
A list of customers has been procured from internal company records. Their personal records also include information on their personal income and geography.

a. Assuming that the management has entrusted you with this research, if a sample has to be drawn from this sampling frame, which sample selection method would you choose and why? Suggest any two methods and justify your answer. (5 Marks)

b. If you have to prepare an Analysis Plan for this research, which simple and advanced analytical tools will you recommend for analyzing the data ? Suggest atleast three tools and support with a justification. (5 Marks)

For further details mail us
[email protected]
7499944378 - 8530950940

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Added On: 15 Jul, 2019

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