End Term 2020

SHIV NADAR UNIVERSITY
COURSE TITLE: Marketing Research

COURSE CODE: MKT 406
END TERM
TIME ALLOWED: 2 Hours
Marks: 40
Attempt any 4 questions. All questions are of equal marks.
GUIDELINES
1. Answers having the same language (Copied) lead to disqualification for the evaluation of
end-term.
2. You can attempt your questions in the word doc and mail it to me on
[email protected]
3. Bullet points with minimal but crisp explanation would be rewarded over general
description. Therefore, think before you write!
4. Wherever any confusion, take necessary assumptions and proceed.
5. Mention your roll number and name on the answer sheet.
1. Answer the following questions:

A. Educators are always looking for novel ways in which to teach statistics to
undergraduates as part of a non-statistics degree course (e.g., psychology). With
current technology, it is possible to present how-to guides for statistical programs
online instead of in a book. However, different people learn in different ways. An
educator would like to know whether gender (male/female) is associated with the
preferred type of learning medium (online vs. books). Therefore, we have two
nominal variables: Gender (male/female) and Preferred Learning Medium
(online/books).
The SPSS output for Crosstab (Gender and Preferred learning Medium) for data
collected from 80 respondents is given below:
1
a. Interpret the output in terms of preference for learning medium (Books vs. Online)
across two genders. What inferences can be made? (3 Marks)
b. What does the chi-square test suggest? Support your decision with statistical
justification. (2 Marks)
B. A researcher is interested in finding out if the education level and gender (Categorical
Variables) explains variance in the interest level in politics (Metric Dependent
Variable). Using a two by three factorial design, the data collected from 60
respondents is fit into a model. The SPSS output is as given below:
2
Question: Based on the output, what inferences can be made? (5 Marks)
2. Use the data in the following table to: (5+5 = 10 Marks)
Individual Sex Age Preference Weekly unit

Purchase
A M 19 Coke 2
B M 17 Pepsi 5
C M 20 Pepsi 7
D F 20 Coke 2
E M 18 Coke 4
F F 16 Coke 4
G M 17 Pepsi 12
H F 22 Pepsi 6
3
I F 20 Pepsi 2
J F 19 Pepsi 3
a. Prepare a frequency distribution of the respondents’ ages.
b. Cross-tabulate the respondents’ sex with cola preference.
3. This question has two parts (5+5=10 marks)

a) An administrator of an independent hospital wants to find out if single parents working in the
hospital have a higher rate of absenteeism than parents who are not single. Identify the
relevant population for the study, and suggest appropriate sampling design to investigate the
issue. Identify if there is a sampling frame. Justify your answer.
b) A study on the issue of law and order for Delhi NCR, involved surveying 2,000 people from
the population regarding their opinions on a number of issues related to law and order. Delhi
is a place in which many neighbourhoods are poor and many neighbourhoods are rich, with
very few neighbourhoods falling between the extremes. The researchers who were
administering the survey had reasons to believe that the opinions expressed on the various
questions would be highly dependent upon income. Discuss which sampling method would be
appropriate, and why?
4. Evaluate and comment on the following questions, taken from several questionnaires.
(2+2+2+2+2=10 marks)
i) A Survey on a new small Electric car:
Assuming 90% of your driving is in town, would you buy this type of car
(a)Yes ____ (b)No_____
ii) If this type of electric car had the same initial cost as a sedan, but operated at one half
the cost over a five year period, would you buy one?
(a)Yes ____ (b)No_____
iii) A Student Survey:

Since the beginning of this semester, approximately what percentage of the time do
you get to campus using each of the forms of transportation available to you per
week?
a) ____% walk
b) ____%Bicycle
c) ____%Public Transportation
d) ____% Motor Vehicle
iv) A Survey of Motor Cycle Dealers:
Should the company continue its generous cooperative advertising program?
v) How important is it for a telephone company to offer a calling card?

Not Very
Important Important
1 2 3 4 5 6 7
5. A manager of a chain of hotels is looking for the ways to target most attractive visitors for
their newly launched dedicated services for vacationers, by running an individualized
4
promotion for select visitors to the hotel in last year. As the promotional program is costly,
she wants to approach only those potential customers who might spend big money during
vacation (especially on their hotel and allied services they provide like cruises, made to order
food etc.). She gathered data of last one year and ran a linear regression. Relevant SPSS
output is reproduced alongside. The model tries to predict the maximum expenditure
traveller would make during his/her stay with hotel while on vacation. It is based on
feedback given on 1-10 point scale regarding his/her travel attitude, and importance given to
travelling. Other independent variables include house-hold size, and the age of head of
household. Based on above details answer the following questions: (5+5=10 marks)
Model Summary
R Adjusted R
Model R Square Square Std. Error of the Estimate
a
1 .630 .397 .315 1.163
a. Predictors: (Constant), Travel Attitude, Vacation Importance, HH Size, HH Head Age
ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 43.685 12 43.685 32.320 .000a
Residual 324.401 240 1.352
Total 368.087 252
a. Predictors: (Constant), Travel Attitude, Vacation Importance, HH Size, HH Head Age
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Std.
a) Model B Error Beta t Sig.
1 (Constant) 24.392 8.504 2.868 .008
HH Size -12.075 6.772 -.784 -7.353 .000
Vacation 2.302 .734 3.134 .002
.136
Importance
Travel Attitude 11.200 1.523 .857 1.783 .076
HH Head Age -2.046 .937 -.213 -2.184 .038
a. Dependent Variable: Max. Expenditure
a) Which independent variable has maximum impact on max. expenditure? Explain on
what basis you arrived at the conclusion?
b) Choose any four different statistic encircled in above tables and give their
interpretations.
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SHIV NADAR UNIVERSITY

COURSE TITLE: Marketing Research

1. Answer the following questions:

2. Use the data in the following table to: (5+5 = 10 Marks)

Individual Sex Age Preference Weekly unit

a. Prepare a frequency distribution of the respondents’ ages.

b. Cross-tabulate the respondents’ sex with cola preference.

3. This question has two parts (5+5=10 marks)

iii) A Student Survey:

v) How important is it for a telephone company to offer a calling card?

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