/ PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
INTERNAL ASSESSMENT TEST – 2
Date: 30/10/2017 Max Marks: 40 Marks
Subject & Code:Marketing Research (16MBA MM304) Section: Marketing
Name of faculty:Asst.Prof. Roshny Unnikrishnan Time: 8:30– 10:00AM
Note: Answer all questions
1(a) / Briefly describe cluster sampling.Grouping of homogenous groups is cluster sampling. It is presumed that units available at a geographical area belong to one homogenous group.By applying simple principles of random sampling, the sample units can be selected easily so that they belong to the desired or specified category. Also called Area sampling / (2 marks)
(b) / What is a Stapel scale and Juster scale? Explain with an example each.
Stapel Scale
It is a modification of the differential Scale. It differs from the semantic differential in that the adjectives or descriptive phrases are tested separately instead of simultaneously as bipolar pairs.The points on the scale are identified by numbers and there are 10 scale positions.
Juster Scale
11 point scale,found to be superior as a predictive measure of future purchase behavior compared to other intentions scales.The distribution of responses, has been found to affect the predictive accuracy of the scale.The greater the variation in responses, the less accurate the predictions.
/ (6 marks)
(c) / What are the decision areas on questionnaire design?
/ (8 marks)
2(a) / Briefly describe any two projective techniques used in qualitative research.
TAT – Thematic apperception test is when the respondents are shown several pictures and asked to talk about what happened before this, after this and why are the characters doing what they are doing and so on.
Sentence completion – When open ended sentences are given to the respondents / (2 marks)
(b) / Describe the steps in sampling process.
/ (6 marks)
(c) / Describe Nominal, Ordinal, Interval and Ratio scales.
/ (8 marks)
3 / Case Study- Pizza Hut
Pizza Hut has been in existence for over 50 years. With around 13,000 restaurants in 130 countries, we are the pizza specialist. Pizza Hut has been in Germany since 1983. The legendary Pan Pizza is the most consumed along with new pizza creations in pizza hut restaurants, such as the thin-crust Italian Style, the Cheezy Crust with delicious cheese baked in the crust and tasty pasta dishes and salads.
The History of Pizza Hut
Two brothers from Kansas founded Pizza Hut in 1958. The $600 start-up money was borrowed from their mother, the equipment was secondhand and the furnishings of the restaurant, which was located at a busy crossroads at the center of Wichita, Kansas, were very modest, But brothers Frank and Dan Carney hit a bull's eye in 1958 when they opened their first pizza restaurant, which they called “Pizza Hut”, referring to the rather small building. Today, more than 50 years later, there are more than 13,000 Pizza Huts in over 100 countries worldwide. A success story that is proof of the good hunch of the two brothers, college students at the time, who followed up on a suggestion made by a friend of the family and believed in a gastronomy concept still relatively unknown in America at that time. It wasn’t long before Pizza Hut became a registered trademark and the first franchisees were found. Only ten years after the grand opening in Wichita, more than one million guests had been welcomed in 310 restaurants and with a first branch in Canada, the conquest of the international market had begun. A little later, in 1969, the red roof was introduced as the company logo, which was soon to become world famous as an easily recognized guarantee of crispy pizza, delicious pasta and friendly service in a pleasant atmosphere.
Develop and pre- test a questionnaire that allows you to estimate
a)Satisfaction level associated with the pizza outlet of your choice
b)Average quantity of consumption per month
c)Average value of consumption per month
d)Top 3 types of popular pizza’s
e)5 attributes associated with pizza of your choice
f)Use a sentence completion in the questionnaire
Solution
- My most preferred pizza outlet is ………………………………
- On a scale of one to five where one is the lowest and five is the highest rate (circle) your level of satisfaction with a pizza outlet
- What is the average quantity of consumption per month
<1
1-2
3-4
4-5
>5
- What is the average value of consumption per month
<200
201-500
501-800
801- 1100
>1100
- Rank the following types of pizza based on your order of preference
Thin crust
Classic
Cheesy crust
Hand tossed
Supreme
- Rate the following attributes in a pizza
Taste / 1 / 2 / 3 / 4 / 5
Toppings / 1 / 2 / 3 / 4 / 5
Cheese / 1 / 2 / 3 / 4 / 5
Crust / 1 / 2 / 3 / 4 / 5
Size / 1 / 2 / 3 / 4 / 5
Price / 1 / 2 / 3 / 4 / 5
/ (8 marks)
MBA III SEMESTER