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Marketing Research Assignment

This document contains an assignment submitted by Nitin Surve and Ranjan Choudhury to their NMIMS-SBM-EMBA program on August 14, 2018. The assignment includes 4 questions analyzing marketing research problems and applying statistical tests such as the chi-square test and ANOVA using SPSS. For each question, the document outlines the variables, hypotheses, appropriate statistical tests, and conclusions based on the SPSS output provided.

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ranjan
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54 views10 pages

Marketing Research Assignment

This document contains an assignment submitted by Nitin Surve and Ranjan Choudhury to their NMIMS-SBM-EMBA program on August 14, 2018. The assignment includes 4 questions analyzing marketing research problems and applying statistical tests such as the chi-square test and ANOVA using SPSS. For each question, the document outlines the variables, hypotheses, appropriate statistical tests, and conclusions based on the SPSS output provided.

Uploaded by

ranjan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Research & Analytics

MODULE ASSIGNMENT

Nitin Surve (Roll No.80118170066)


Ranjan Choudhury (Roll No.80118180003)
Date: 14th August 2018

NMIMS-SBM-EMBA
Assignment 1
Q1. How many seats should IndiGO offer on Christmas weekend for Mumbai to Delhi
flights?
- The expected value of seats is 500 with a standard deviation of 150 seats.

a) What is the probability that IndiGO will meet its demand if they offer 600/700/800
seats?

600 seats =0.7475075 Thus the probability that IndiGO will meet its demand if
they offer 600 seats is 74.75%
700 seats =0.9087888 Thus the probability that IndiGO will meet its demand if
they offer 700 seats is 90.87%
800 seats =0.9772499 Thus the probability that IndiGO will meet its demand if
they offer 800 seats is 97.72%

b) What is the probability that demand will fall between 400 & 600 seats?

Ans.: It will be equal to Probability that demand will be 600 - Probability that demand will
be 400.

Probability that demand will fall between 400 & 600 seats = 0.495015 (49.50%)

c) What is the probability that demand will fall between 250 & 600 seats?

Ans.: Probability that demand will fall between 250 & 600 seats = 0.699717 (69.97%)

d) How many seats should IndiGO offer that chance of not meeting demand is less than 1%?

Ans.: (848.95218) IndiGO should offer 849 or more seats to ensure chance of not meeting
demand is less than 1%.

PAGE 1
Assignment 2
Q2. A soft drink producer desires to understand at 85% confidence level whether
consumers’ gender and age have any significant influence on their soft-drink
preference.

a) Gender vs Soft-drink Preference

Independent variable: Gender - (Nominal/Categorical)

Two attributes (Male/Female)

Dependent Variable: Soft-Drink Preference - (Nominal/categorical)

let’s say with 3 attributes - Thums Up, Pepsi, Coke

As both variables are Nominal/Categorical, CHI-SQUARE TEST will be applied.

Null Hypothesis (Ho): There is no significant influence of consumers Gender on their Soft-
drink preference.

Alternate Hypothesis (H1): Gender of the consumer influences their soft-drink preference.

b) Age vs Soft-drink Preference

Independent variable: Age - Nominal (Example, Age range 10-15, 15-20, 20-30, 30-40, 40-50,
50-60)

Dependent Variable: Soft-Drink Preference - (Nominal/categorical)

lets say with 3 attributes - Thums Up, Pepsi, Coke

As both variables are Nominal/Categorical, CHI-SQUARE TEST will be applied.

Null Hypothesis Ho: There is no significant infuence of consumers Age on their Soft-drink
preference.

Alternate Hypothesis H1: Age of the consumer influences their soft-drink preference.

PAGE 2
Assignment 3
Q3. An FMCG company desires to go on a promotional campaign to increase its revenue
and profitability.

Ans:

Null Hypothesis (Ho): The different promotional offers do not result in different growth in
profitability.

Dependent Variable - Growth in Profitability (METRIC)

Independent Variable - Promotional Discounts (NOMINAL/CATEGORICAL)

03 Attributes - 10% discount / 15% discount / 20% discount

Statistical Test to be applied - ANOVA, as dependent variable is metric and there are more
than 02 nominal independent variables.

NOTE: Please refer attached SPSS One way ANOVA output (Adobe Acrobat Document)
ONEWAY Gr owt h BY Pr omot i onal _di scount
/ STATI STI CS DESCRI PTI VES
/ PLOT MEANS
/ MI SSI NG ANALYSI S
/ POSTHOC=LSD ALPHA( 0. 05) .

PAGE 3
PAGE 4
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Conclusion from Analysis:

As the P-value is less than 5% (0.05), we reject the Null Hypothesis Ho.

This means that the different promotional offers cause different growth in profitability.

Post-Hoc Test was also run in SPSS to find which discount results in maximum growth in
profitability. The difference in profits between 10% and 15% discount is the most significant
as the P-value is the lowest.

The Means Plots chart shows that maximum growth in profitability will be achieved by 15%
discount.

PAGE 6
Assignment 4
Q4. An automobile company desires to determine an appropriate distribution of its
promotional budget between advertising, sales promotion schemes and direct
marketing for its SUV products.

Ans.:

Null Hypothesis Ho: The different promotional budget distributions do not result in
different sales of SUVs.

Dependent Variable - Sales of SUVs (METRIC)

Independent Variables - Promotional Budget Distributions (NOMINAL/CATEGORICAL)


03 Attributes

Statistical Test - As dependent variable is Metric and Independent Variables (03) are
Nominal, ANOVA test will be applied.

NOTE: Please refer attached SPSS One way ANOVA output (Adobe Acrobat Document)

Qns.4. Analysis of the Marketing Problem (using SPSS tool):

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Conclusion from Analysis: As the P-value is more than 5% (0.05), we accept the Null
Hypothesis Ho. This means that the different promotional budget distributions do not
result in different sales of SUVs.

As the Null Hypothesis is accepted Post-Hoc Analysis is not required.

PAGE 9

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