Bangalore University 2007 M.B.A Research methodology for Management Decisions MANAGEMENT-RESEARCH METHODOLOGY AND TECHNICAL WRITING. - Question Paper

SECOND SEMESTER M.B.A. [DAY] DEGREE EXAMINATION, JUNE 2006

MANAGEMENT
RESEARCH METHODOLOGY AND tech. WRITING.


Time : three Hours Max. Marks : 75

Instruction: Calculators are allowed.




part : A

[6X2=12]
1. ans any 6 ques..

a] What is good hypothesis?

b] What is a research problem?

c] describe variables.

d] What is research plan?

e] What is ANOVA?

f] What is Likert Scale?

g] What is cross sectional research?

h] What is Data Editing?




part : B

[3X8=24]
ans any 3 ques. :

2. What is the meaning of measurement in the research? What differnce dose it make wheather we
mersure in terms of nominal, ordinal interval or ratio scale? discuss with example.

3. elaborate various sources of data? explain with the suitable example.

4. explain the basic components of research report.

5. "Processing of data implies editing, coding, classification and tabulation". define in brief these four
operations pointing out the significance of every in content of research study.

6. obtain the value of Chi-square fo the subsequent info :

Class A B C D E

Observed
frequency eight 29 44 15 4

Expected
frequency seven 24 38 24 7



part : C

[2X12=24]

7. What do you mean by 'Sample Design'? Briefly discuss the probalblity and non probalblity sample
designs.

8. How would you classify research design according to research purpose? Eiscuss.

9. Write short notes on :

a) Level of signigicance
b) kind I fault and kind II fault
c) Null and alternate hypothesis
d) Measures of central tendency.


part : D

[1X15=15]

10. Case Study [Compulsory]

Levi's : Fading Jeans and market Share.

The Situation

As of 2006, Levi's is a leading global apparel company, with sales in more than 110 countries. It has
been a long standing company with over 150 years of being in the clothing business. While 1 may
thik this long history can only outcome in good things, Levi's heritage has been its worst enemy. Philip
Marineau, the president and chief exectives officer for Levi Strauss & Co., had to work to revamp
Levi's antique image and make the brand appeling to younger generation in efforts to boost its declining
sales. In the last 5 years, Marineau saw worldwide sales drop 40 percent, losing market share to
competitors like the Gap, and trendier ones such as Calvin Klien, Tommy Hilfiger, and Diesel. a different
issue for Marineau came from store brand jeanse, such as JCPenney's Arizona brand jeans or the
Gap's in-house brand, which have changed their image and luanched an assault on big brand names
like Levi's. These store brand jeans, along with other store tag jeans, now target the teenage market
market with "cutting edge" advertising. American trade publication Brand Strategy estimated that the
brand has lost about 50 percent of the younger consumer market share worldwide ranging from 1999 and
2005.

To compete with these brands and maintain leadership, Levi's the market leader, is considering
introducing their own line of private-label jeans to capture a larger portion of the teenage market.
Philip Marineau wonders. "How powerful is a national brand like Live's compared to an in-house
brand like Gap or a store brand like JCpenney's Arizona jeans ?"


The Marketing Research Decision

1} If you were Philip Marineau, what kind of research would you want to conduct to help arrive at an
ans ?
2} Please discuss how you would implement the kind of research you have recommended.

Earning:   Approval pending.