Dean's Office Official Model Question Paper

AMA Definition of Marketing Research

Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information to improve decision-making related to the identification and solution of problems and opportunities in marketing.

Research Designs: Exploratory vs. Descriptive vs. Causal

• Exploratory Research: Used to gain preliminary insights, clarify ambiguous problems, and formulate hypotheses (qualitative: focus groups, literature).
• Descriptive Research: Describes market characteristics, consumer demographics, and buying frequencies (quantitative: surveys, cross-sectional audits).
• Causal Research: Tests cause-and-effect relationships through controlled laboratory or field experiments (e.g., A/B price testing).

Probability vs. Non-Probability Sampling

• Probability Sampling: Every element in the target population has a known, non-zero chance of selection (Simple Random, Stratified, Cluster), allowing statistical inference of margins of error.
• Non-Probability Sampling: Selection relies on personal researcher judgment or convenience (Convenience, Quota, Snowball), where sampling error cannot be calculated mathematically.

Primary vs. Secondary Data

• Primary Data: Original data collected firsthand by the researcher for the specific research purpose at hand (surveys, interviews, observations).
• Secondary Data: Data already gathered, analyzed, and published by third parties for other purposes (government census, trade journals, internal sales records).

Likert Scale

A Likert scale is an ordinal rating scale used to measure consumer attitudes by asking respondents to indicate their degree of agreement or disagreement with a series of statements on a 5-point or 7-point continuum (Strongly Disagree to Strongly Agree).

The 6-Stage Marketing Research Process

[1. Problem & Objective Definition] ---> [2. Developing Research Plan & Design]
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                 v
[3. Instrument Design & Sampling]   ---> [4. Data Collection / Fieldwork]
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                 v
[5. Data Analysis & Interpretation] ---> [6. Reporting Insights & Action Plan]

1. Problem and Objective Definition: The critical first step translating a vague managerial symptom into a precise research problem.
2. Developing the Research Design: Selecting exploratory, descriptive, or causal research designs; identifying data sources and budget.
3. Sampling and Instrument Design: Defining the target population, sampling frame, sample size, and drafting structured questionnaires or interview guides.
4. Data Collection (Fieldwork): Executing surveys, digital telemetry, or field interviews with strict quality checks.
5. Data Analysis and Interpretation: Editing, coding, and statistically analyzing data using SPSS/R (regression, factor analysis, ANOVA).
6. Report Presentation and Recommendations: Presenting executive insights and strategic marketing recommendations to decision-makers.

Qualitative Marketing Research Methodologies

Qualitative research investigates underlying consumer motivations, feelings, and beliefs.

1. Focus Group Discussions (FGD)

• An interactive discussion among 6 to 10 prescreened participants led by a skilled moderator for 90–120 minutes.
• Relies on group synergy to uncover diverse consumer perceptions and emotional reactions toward new product concepts.

2. In-Depth Interviews (IDI)

• Unstructured or semi-structured one-on-one interviews exploring sensitive, complex topics (e.g., personal financial habits or health conditions).

3. Projective Techniques

• Indirect questioning methods where respondents project their unconscious beliefs onto ambiguous third-party stimuli:
  • Word Association & Sentence Completion: Uncovering spontaneous brand associations.
  • Thematic Apperception Test (TAT) / Cartoon Tests: Asking respondents to describe what cartoon characters in a buying scenario are thinking, revealing hidden personal attitudes.

Principles of Questionnaire Design

Designing effective questionnaires minimizes measurement error and non-response bias.

1. Question Wording Rules

• Use clear, unambiguous, and plain language; avoid industry jargon.
• Avoid Leading Questions: (e.g., “Don’t you agree that our brand is the best?”).
• Avoid Double-Barreled Questions: Questions asking about two separate issues simultaneously (e.g., “Are you satisfied with our price and taste?”).

2. Logical Sequencing (The Funnel Technique)

• Begin with simple, non-threatening, broad opening questions to build rapport.
• Move to specific, detailed core product evaluation questions in the middle.
• Place sensitive demographic questions (income, age) at the end.

3. Pilot Testing (Pre-Testing)

• Administering the draft questionnaire to a small pilot sample of 20–30 respondents to identify confusing questions, measure completion duration, and ensure clarity before full-scale rollout.

Quantitative Data Analysis in Marketing Research

1. Chi-Square ($\chi^2$) Test of Independence

• Tests whether a statistically significant association exists between two categorical variables (e.g., whether brand choice is associated with gender):
  $$\chi^2 = \sum \frac{(O - E)^2}{E}$$
  Where $O$ = Observed frequency, $E$ = Expected frequency.

2. Multiple Linear Regression Analysis

• Models the linear relationship between a continuous dependent variable ($Y$, e.g., Sales or Customer Loyalty) and multiple independent predictor variables ($X_1, X_2, X_3$, e.g., Price, Ad Spend, Store Locations):
  $$Y = \beta_0 + \beta_1 X_1 + \beta_2 X_2 + \beta_3 X_3 + \epsilon$$
• Evaluates the coefficient of determination ($R^2$) to assess how much variance in customer behavior is explained by the marketing predictors.

Comprehensive Marketing Research Project: ‘Oikos-Himal’ Greek Yogurt

a. Problem Definition, Objectives, and Hypotheses

• Management Problem: How should Himalayan Pure Dairy formulate, price, package, and distribute its new Greek Yogurt line to capture market share?
• Research Objectives:
  1. Determine consumer awareness, purchasing frequency, and willingness to pay (WTP).
  2. Evaluate preferences across packaging types and flavor variants.
  3. Identify optimal retail and digital distribution touchpoints.
• Research Hypotheses:
  • $H_1$: Urban consumers aged 20–40 with high fitness engagement have significantly higher WTP for Greek yogurt than traditional dahi.
  • $H_2$: Reusable glass jar packaging yields significantly higher perceived quality ratings than plastic tubs.

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b. Sampling Design and Sample Size Determination

• Target Population: Adult men and women aged 20–55 residing in Kathmandu Valley and Pokhara with household income $>$ Rs 60,000/month.
• Sample Size Determination (Cochran’s Formula):
  $$n = \frac{Z^2 \cdot p \cdot (1 - p)}{e^2}$$
  Assuming $Z = 1.96$ (95% confidence level), $p = 0.50$ (maximum variability), and margin of error $e = 0.05$ (5%):
  $$n = \frac{(1.96)^2 (0.50)(0.50)}{(0.05)^2} = \frac{0.9604}{0.0025} = \mathbf{384.16} \implies \mathbf{400 \text{ Respondents}}$$
• Sampling Technique: Stratified Quota Sampling across 4 urban clusters (Kathmandu Central, Lalitpur/Jhamsikhel, Bhaktapur, and Pokhara Lakeside).

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c. Core Questionnaire Items (Excerpts)

1. How often do you consume yogurt/dahi? [Daily / 2-3 times a week / Weekly / Rarely]
2. Have you heard of Greek Yogurt? [Yes / No]
3. Rate the importance of the following attributes (1 = Not Important, 5 = Very Important):
   • High Protein Content [1 - 2 - 3 - 4 - 5]
   • Zero Added Sugar [1 - 2 - 3 - 4 - 5]
   • Eco-friendly Reusable Glass Jar [1 - 2 - 3 - 4 - 5]
   • Made with Himalayan Mountain Cow Milk [1 - 2 - 3 - 4 - 5]
4. Van Westendorp Price Sensitivity Questions (for a 200g serving):
   • At what price would you consider it too expensive to purchase? (Rs _____)
   • At what price would you consider it so cheap you would question its quality? (Rs _____)
   • At what price would you consider it a bargain / great value? (Rs _____)
5. Which flavor profile most appeals to you? [Plain Tart / Wild Himalayan Honey / Strawberry-Blueberry / Cardamom-Saffron]

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d. Analytical Plan for Decision-Making

1. Van Westendorp Price Sensitivity Meter (PSM): Plotting cumulative price curves to identify the Point of Marginal Cheapness (PMC), Point of Marginal Expensiveness (PME), and Optimal Price Point (OPP).
2. Conjoint Analysis: Calculating relative utility scores and trade-offs between packaging type, protein claims, and price points to configure the winning SKU.
3. Cross-Tabulation & Chi-Square Testing: Testing whether demographic clusters (gym-goers vs. young mothers) prefer specific distribution channels (supermarkets vs. direct home delivery subscriptions).