Marketing Research

 

NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Research

Internal Assignment Applicable for December 2023 Examination

Assignment Marks: 30

Instructions:

All Questions carry equal marks. All Questions are compulsory

All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.

All answers to be written individually. Discussion and group work is not advisable.

Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.

Students should write the assignment in their own words. Copying of assignments from other students is not allowed.

Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer

Assessment Parameter	Weightage
Introduction	20%
Concepts and Application	60%
related to the question
Conclusion	20%

For Numerical Answer

Assessment Parameter	Weightage
Understanding and usage	20%
of the formula
Procedure / Steps	60%
Correct Answer &	20%
Interpretation

1. Apple Inc. sees a decline in sale of iPhone in India. They perceived that the new launches such as foldable smartphones by competitors are a threat to their products. They hire you in a role of market researcher and give a task to understand customer preferences for

 

NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Research

Internal Assignment Applicable for December 2023 Examination

foldable smartphones. Develop a survey questionnaire that captures consumers’ opinions

and features, design, price, and brand reputation. (10 Marks)

1. Fab India wants to introduce a new clothing line targeting millennial. As a market researcher, develop a questionnaire to conduct in-depth interviews with a representative sample of millennial to understand their fashion preferences, lifestyle, and purchasing behavior. List down the questions and analyze them using thematic analysis. (10 Marks)
2. UrbanHomes Developers, a renowned real estate company, is exploring the idea of building a new and innovative housing project in the bustling city of Navi Mumbai, India. The vision is to create a modern living haven that combines contemporary design, sustainable features, and a vibrant community lifestyle. As the project’s market researcher, the goal is to understand potential buyers’ preferences, budget constraints, and location preferences to shape the development according to their needs and aspirations.
   1. As a market researcher, design a survey based questionnaire to assess potential buyers’ preferences, budget constraints, and location preferences for the new housing development. The survey must include both qualitative and quantitative questions.

(5 Marks)

1. Identify the Target Market and characteristics of ideal respondents.(5 Marks)

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