Scribd
Upload
202 views4 pages

Marketing Research Question

i. The document contains data from a survey of 25 respondents related to lifestyle and shopping behaviors. It asks the student to analyze the data using principal component analysis and interpret the extracted factors. ii. It also provides ratings data from a corporate meeting on desirable attributes for a President of HR, including job experience, leadership traits, emotional intelligence, and IQ. It asks the student to analyze the data using conjoint analysis. iii. Finally, it provides cholesterol content data from 4 varieties of diet foods, labeled A through D, and asks the student to use ANOVA to test if the mean contents are equal across the varieties.

Uploaded by

RobinHood Tiwari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
202 views4 pages

Marketing Research Question

i. The document contains data from a survey of 25 respondents related to lifestyle and shopping behaviors. It asks the student to analyze the data using principal component analysis and interpret the extracted factors. ii. It also provides ratings data from a corporate meeting on desirable attributes for a President of HR, including job experience, leadership traits, emotional intelligence, and IQ. It asks the student to analyze the data using conjoint analysis. iii. Finally, it provides cholesterol content data from 4 varieties of diet foods, labeled A through D, and asks the student to use ANOVA to test if the mean contents are equal across the varieties.

Uploaded by

RobinHood Tiwari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 4

International School of Business &

Media, Nande
Exam Assignment
PGDM BATCH 2014-16
Subject: Marketing Research

Q.1. In a study of the relationship between household behavior and shopping behavior, data on
the following lifestyle statements were obtained on a 7-point scale (1 = disagree, 7 = agree):
V1: I would rather spend a quiet evening at home than go out to a party.
V2: I always check prices, even on small items.
V3: Magazines are more interesting than movies.
V4: I would not buy products advertised on billboards.
V5: I am a homebody.
V6: I save and cash coupons.
V7: Companies waste a lot of money advertising.
The data obtained from a pretest sample of 25 respondents is attached here.

S.No
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

V1

V2
6
5
5
3
4
2
1
3
7
6
6
3
5
6
3
2
3

V3
2
7
3
2
2
6
3
5
3
3
6
2
7
3
2
7
2

V4
7
5
4
2
3
2
3
1
6
3
2
2
6
5
4
5
2

V5
6
6
5
5
2
4
6
4
3
4
6
7
2
5
3
1
7

V6
5
6
6
1
2
3
2
2
5
4
4
6
2
7
2
4
2

V7
3
6
6
3
1
7
5
5
2
6
4
1
6
2
6
5
4

5
4
7
2
3
5
7
6
4
5
7
6
1
3
5
2
6

18
19
20
21
22
23
24
25

i.
ii.
iii.
iv.
v.

6
7
5
2
3
2
6
7

4
2
6
3
4
6
5
6

5
6
6
3
2
3
7
5

4
2
3
2
1
2
4
4

7
5
4
1
4
1
5
6

3
2
5
2
3
5
7
5

3
1
3
6
6
3
2
3

Analyze the data using principal components analysis, using the varimax rotation
procedure.
Interpret the factors extracted.
Calculate factor scores for each respondent.
If surrogate variables were to be selected, which ones would you select?
Examine the model fit.

Q.2. The Job Specification for President HR of company XYZ was being discussed during a
corporate meeting. The CEO was asked to rate on the attributes combinations required for the
said profile. The rating is done on a scale from 1-9 (1 = least desirable and 9 = most desirable)
The following 4 attributes were zeroed on as the most relevant attributes. The levels of
consideration and the coding to be done for them are also mentioned alongside:
1. Similar Job Experience [very large (1 0) , quite a bit (0 1), little (0 0)]
2. Leadership Traits [should necessarily possess (1 0), not mandatory (0 1), not at all
required (0 0)]
3. EQ [very empathetic (1 0), slightly empathetic (0 1), focus only on self (0 0)]
4. IQ [High (1) , Low(0)]
Similar
Job
Experien
ce

Very
Large
Quite a bit
Very
Large
Quite a bit

Leadership
Traits

EQ

Should
necessarily
possess
Not at all
required
Not
Mandatory
Not
Mandatory

Slightly
Empathetic
Very
Empathetic
Slightly
Empathetic
Very
Empathetic

IQ

Ratin
g

Low

Low

Low

High

Very
Large
Quite a bit
Very
Large
Quite a bit
Very
Large
Quite a bit
Little
Little
Little
Little

Not at all
required
Should
necessarily
possess
Not at all
required
Should
necessarily
possess
Not at all
required
Not
Mandatory
Should
necessarily
possess
Not
Mandatory
Not at all
required
Should
necessarily
possess

Focus only
on Self
Focus only
on Self
Slightly
Empathetic
Slightly
Empathetic
Slightly
Empathetic
Focus only
on Self
Focus only
on Self
Slightly
Empathetic
Very
Empathetic
Slightly
Empathetic

Low

Low

High

Low

High

Low

Low

High

High

Low

Using conjoint analysis find out the importance attached to each attribute and the part worth of
each level belonging to each attribute. Draw inferences about the information you have deduced
from your analysis. Calculate the trade off required to be done for moving from the best choice
from the given options to the second best choice.

Q.3. Use ANOVA to test the null hypothesis that mean cholesterol content of the 4 varieties of
diet foods are equal.

S. No.

cc

df

3.6

4.1

3.1

3.2

3.9

3.2

3.5

3.5

10

3.5

11

3.8

12

3.8

where
CC =
DF =

Cholesterol Content
Diet Food which takes values
1 = Diet Food A
2 = Diet Food B
3 = Diet Food C
4 = Diet Food D

You might also like