NMIMSGlobalAccess

SchoolforContinuingEducation(NGASCE)
Course:MarketingResearch
InternalAssignmentApplicableforSeptember2017Examination

AssignmentMarks:30

Instructions:

AllQuestionscarryequalmarks.
AllQuestionsarecompulsory.
All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrationsasfaraspossible.
Allanswerstobewrittenindividually.Discussionandgroupworkisnotadvisable.
Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
sourceofreference.

Students should write the assignment in their own words. Copying of assignments from
otherstudentsisnotallowed.

Studentsshouldfollowthefollowingparameterforansweringtheassignmentquestions.

ForTheoreticalAnswer ForNumericalAnswer
AssessmentParameter Weightage AssessmentParameter Weightage
Introduction 20% Formula 20%
ConceptsandApplication 60% Procedure/Steps 50%
relatedtothequestion
CorrectAnswer& 30%
Conclusion 20%
Interpretation

Q.1. A questionnaire is a very important tool for any Survey process. Assuming a research
process to take customer opinions on the launch of a "New Restaurant", What are the
features/characteristics to be kept in mind to design a good questionnaire? How can any


NMIMSGlobalAccess
SchoolforContinuingEducation(NGASCE)
Course:MarketingResearch
InternalAssignmentApplicableforSeptember2017Examination
Researcher cope up with a scenario of a respondent unwilling to respond to a particular set
of questions? (10 Marks)

Q.2. It is very difficult to understand and evaluate the consumer preferences (Attitude) for
any Market Research process. Keeping this difficulty in mind, discuss the various Attitude
Measuring techniques that would be used during a Marketing Research process undertaken
by a leading Clothing Brand (assume a brand) to measure and evaluate consumer attitudes
while shopping for clothes for the entire family. (10 Marks)

Q.3. An MNC, an already established name in the global scenario, is planning to launch 2
new models of its mobile phone brand in India. The organization needs suggestion the
following
a. Suggest a few New product development techniques and ways to Test Market its
product in a few cities (5 Marks)
b. The organization also wants to evaluate the use of Social Media and E-commerce sites
to market its products. Give your suggestions for the same. (5 Marks)

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