Marketing managers are paid to take chances with decisions

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					                               Birla Institute of Technology & Science, Pilani
                                  Distance Learning Programmes Division
                                         Second Semester 2008-2009

                                         Comprehensive Examination
                                              (EC-2 Regular)

Course No.                  : CM ZC483
Course Title                : MARKETING RESEARCH
Nature of Exam              : Open Book
Weightage                   : 40%                                                       No. of Pages     =2
Duration                    : 3 Hours                                                   No. of Questions = 5
Date of Exam                : 04/04/2009 (FN)
Note:
1.    Please follow all the Instructions to Candidates given on the cover page of the answer book.
2.    All parts of a question should be answered consecutively. Each answer should start from a fresh page.
3.    Mobile phones and computers of any kind should not be used inside the examination hall.
4.    Use of any unfair means will result in severe disciplinary action.

Q.1      Marketing managers are paid to take chances with decisions. Marketing researchers are
         paid to reduce the risk of making those decisions. Discuss.                       [8]

Q.2      What are the major components of a research proposal? How does a research proposal
         assist the researcher?                                                         [8]

Q.3      What type of exploratory research would you suggest in the following situations?                      [8]

           (a)     A product manager suggests development of a non-tobacco cigarette blended
                   from wheat, cocoa, and citrus.
           (b)     A research project has the purpose of evaluating potential brand names for a
                   new insecticide.
           (c)     A manager must determine the best site for a convenience store in an urban area.
           (d)     An advertiser wishes to identify the symbolism associated with cigar smoking.

Q.4      Write short notes on the following:                                                                   [8]
         • People meter, pupilo meter and psycho-galvanometer
         • Likert scale and semantic differentiation scale

Q.5      Analyze the following case and answer the questions:
         With the first decade of the 21st century nearing completion , mankind has a legacy of
         almost hundred years of electric lighting. In the 20th century the emphasis was on the
         quantity of light and the growth has been from incandescent to fluorescent, to high and
         low pressure gas discharge, to compact fluorescent lamps etc. The main aim of the lamp
         makers has been to maximize the use of energy, focusing on not cutting on the lighting
         levels, but on energy consumption.




CM ZC483 (EC-2 Regular)                                                                                Page 1 of 2
   CM ZC483 (EC-2 Regular)             Second Semester 2008-2009                           Page 2


      Roshni Lamp Makers Ltd.( RLML) would like to introduce an electronic ballast for the
      fluorescent lamps in this direction. In fluorescent lighting, a ballast and a starter are
      essential for starting and running the lamp. The electronic ballast virtually eliminates
      this loss, whereas, normal ballast consumes 12 watts of power, the electronic ballast
      entails a loss of 2 to 3 watts. The energy consumption is thus reduced. The efficiency of
      the lamp also goes up by 7 to 8 percent. The tube life increases to about 2500 hours. The
      tube also does not have a flicker start. All this leads to a saving of Rs.550 during the life
      of the tube. Also, the electronic ballast is useful in the areas where voltage fluctuations
      are higher and the tube fuses in 6 to 8 months.

      RLML would like to conduct a market research study to evaluate the new product
      opportunities that an electronic ballast offers. The organized sector accounts for 75
      million fluorescent lamp production. It is estimated by the industry sources, that, in next
      five years, about 30 to 40 percent of the lamps will have electronic ballast. However, a
      potential threat is offered by the new compact fluorescent tube introduced in the market
      but it has a high cost of installation compared to an electronic ballast fitted fluorescent
      tube. The presence of an electric ballast would increase the price of the fluorescent tube
      by Rs. 250 or so.

      5.1.   What marketing information could help RLML decide whether the consumer
             would be ready to use the new product?                             [3]

      5.2.   Should only a few cases be studied or large sample be surveyed? Why?              [2]

      5.3.   What action plan could RLML adopt after the results of the research? Give
             alternate action plans.                                               [3]


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CM ZC483 (EC-2 Regular)                                                                 Page 2 of 2