Asian School of Business Management

Post Graduate Programme in LSCM (Gati Executives)

Session – 2008-2010 Term – IV

Course Title: Marketing Research Instructor – Prof. Punit Kumar Mishra

Credits : Two

Answer the following: (4X5 = 20 Marks)

1. A cosmetics firm would like to increase its penetration of the female student
market. It hires you as a consultant to obtain an understanding and preliminary
insight into the subject matter. What method(s) you will employ to collect the
relevant information and why?

2. A manufacturer of hand tools uses industrial supply houses to reach its major
markets. The company is considering a new, automatic inventory control
procedure. Prepare a research design keeping in mind that a study of dealers’
reactions to this new procedure?

3. Take any example and describe the steps in marketing research process.

4. A manufacturer would like to survey users to determine the demand for a new
power press has a capacity of 550 tons and costs Rs. 12 crore. It is used for
forming products form lightweight and heavyweight steel and can be used for
automobile, construction equipments and major appliance manufacturers.
(a) Identify the population and sampling frame that could be used.
(b) Which sampling technique would you recommend? Why?