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Marketing Research-NMIMS Dec-16

Marketing Research-NMIMS Dec-16

Marketing Research

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Q1. As a researcher, you need to study how many kirana stores in Mumbai sell tomato ketchups of the Kissan brand. Which non-probabilistic sampling method would you use to complete your research. Also state the reasons behind choosing that method. Also explain as to how will you proceed ahead with choosing the areas/ localities in Mumbai to conduct your research alongwith timelines. (10 Marks)


Q2. You are the Head of a Market Research Organisation. Your FMCG client has recently introduced “Heart Healer,” a new type of biscuit that contains ingredients that are meant to be good for heart patients. The FMCG company wants to understand how customers are reacting to their recently launched biscuit. Draft a Questionnaire containing not more than 20 questions that would succinctly address the query posed by the FMCG client. (10 Marks)


Q3. You have been recently appointed as a “New Product Development” Head for a South Indian fast food retail chain conglomerate named as “Simbly South” which is operates in Northern & Western India regions only. You have been asked to develop 2 new innovative products as part of their Menu.

a. Explain the process in detail to arrive at the creation of your 2 new products(5 Marks)

b. Is there a need to conduct Test Marketing? If Yes or No, please state your reasons to support your answer. (5 Marks)

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