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Marketing Research-NMIMS-2017

Marketing Research-NMIMS-2017

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1. You are Head-Market Research with a Market Research agency. “BooksnBooks” a retail chain of bookstores across India has recently forayed into Fiction category of books & want to understand how their customers are viewing their recent foray into Fiction? Draft a Questionnaire containing not more than 20 questions that would succinctly address the query posed by the Bookstore client. (10 Marks)


2. You are the Brand Head of a soft drink beverage company by the name of “IndiaCola” & have been tasked to assess the Brand Equity of your brand vis-à-vis some of the existing foreign players such as Coca Cola & Pepsi. Which technique would you incorporate between Qualitative & Quantitative Research? What steps will you undertake to carry out this type of research? (10 Marks)


3. You are keen to know whether the demand of a particular dairy product is dependent on gender and/or location of shop.

a. What questions will you ask to capture the demand? (5 Marks)

b. What questions will you ask to understand the determinants of demand in the case? (5 Marks)

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