MARK205 Introductory Marketing Research


SECTION A(worth 50 marks)This section contains four (4) questions. You are required to choose and answer anyTWO(2) of the four (4) questions. Each question is worth twenty five (25) marks. Question 1In the face of intense competition, the management team of Luxe Fashion House are interested in undertaking research to understand how their brand image could be improved, so that they could position their brand more competitively in the market. However, they are unsure as to whether qualitative or quantitative research should be conducted. In a short essay, please discuss and explain using relevant examples the differences between qualitative research and quantitative research. Question 2Luxe Fashion House have been experiencing very poor store traffic and sales lately. The management team are considering conducting research to collect primary information that will help them resolve the problem at hand and design a workable strategy. In a short essay, please discuss and explain using relevant examples how the different types of research design could be used in this situation. Question 3The management team at the Luxe Fashion Houseare interested in undertaking a market research study using the survey approach to develop a better understanding of who their customers are and how they behave. In particular, they are keen to explore the association between consumer types and clothing preferences. In a short essay, please discuss and explain using relevant examples the different types of measurement scales that could be included in the survey. Question 4LuxeFashion House are interested in growing their brand and have decided to undertake a market research study to develop a better understanding of the market and consumer needs. They are currently considering whether they should employ probability or non-probability sampling techniques. In a short essay, please discuss and explain using relevant examples the important issues thatneed to be taken into consideration when choosing between probability and non-probability sampling techniques. SECTION B(worth 50 marks)This section contains two (2) questions. You are required to answer BOTHquestions. Each question is worth twenty five (25) marks. Question 1In a pilot survey focusing on assessing consumers’ preferences for sneakers, thirty (30) respondents were asked to indicate the importance of the criteria of comfort, durability,and style, using a 7-point scale (where 1=not at all important and 7=very important). Results of the pilot survey are presented below:Assuming you are the senior analyst in the marketing research department, the marketing manager is interested in knowing whether the importance attributed to comfort, durability,and style differs between male and female consumers. Following the hypothesis testing process, please interpret the results presented above and provide a short managerial report. Question 2In a pilot survey, thirty (30) respondents were asked to indicate their preference for sneakers (measured on a 7-point scale where 1=not at all preferred and 7=greatly preferred) and their emphasis on the attributes of comfort, durability,and style (measured on a 7-point scale where 1=not at all important and 7=very important). Results of the pilot survey are presented below: Assuming you are the senior analyst in the marketing research department, the marketing manager is interested in knowing whether consumers’ preference for sneakers can be explained by their emphasis on the attributes of comfort, durability,and style. Following the hypothesis testing process, please interpret the results presented above and provide a short managerialreport
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