Madras University (UnOM) 2008 M.B.A Business Administration Research methodology and communication - Question Paper
Time : Three hours Maximum : 80 marks
(7 pages) MAY 2008
PART A (5 x 5 = 25 marks)
Answer any FIVE questions.
All questions carry equal marks.
1. |
What are the characteristics of hypothesis? |
2. |
What ore the objectives of research? |
3. |
How are the questionnaire classified? |
4. |
What is sampling error? |
6. |
Explain about coding of data. |
6. |
State the characteristics of Non paramctric test. |
7. |
Enlist rules of tabulation. |
8. |
Write short notes on organising conference. |
c
PART B (4 x 10 = 40 marks) Answer any FOUR questions. All questions carry equal marks.
9. Explain different types of research.
10. Summarize scaling techniques concept.
11. Explain the features and importance of multivariate analysis.
12. Describe computers role in research.
13. Describe sales letter - layout.
14. What are the points to be considered in oral presentation?
PART C (15 marks) CASE STUDY
Answer this question compulsorily. Maza Soft Drinks Company
15. The company is situated in Hyderabad with a filling capacity of 3 lakh bottles/day. At the same time the company is having 3 more bottling plants
Anantapur |
Sale of Maza drinks is only done.
2 P/ID 37507/PBAG
2 colour artificial flavour juices
White
Orange
in (A.P)
The company was established in 1995. | ||||||||||
|
A.P is leading producer of Mango fruits and from there mangoes are exported to Chennai
\ Mumbai ' Kolkatta
The M.D (Mr. SyP. Reddy) decided to utilise the mangoes for producing juice and sell juice in the same bottles of Maza. He got this idea from his competitor firm (Bazal and Kiss an - both situated in Bangalore). So Reddy placed an order to import machines for extracting juice from mangoes. He started producing and gave the same name maza for mango juice also. The bottle size also same (except cost per bottle)
Table 1: Cost of juice of different companies Whole sale Retail selling price Maza 825 Rs. 100 bottles 9.00
Bazal 850 Rs. 100 bottles 9.00
Kissan 850 Rs.100 bottles 9.00
Initially Reddy faced stiff resistance from Baza I and Kissan (onselling mango juice) Even there is a sharp dccIinc in sales of Maza soft drink also. Soon a Chennai based now company (which has the brand name "Chixnka" became the main competitor for maza in soli drinks.
Table 2 : Sales per day | ||||||||||||||||||||||||||||
| ||||||||||||||||||||||||||||
(a) Maza |
Company-> Distributor -> Wholesaler
Retailer.
<b) Bazal
Same as Maza
(c) Kissan Same as Maza
(d) Chimka Same as Maza
[P.T.O.J
4 P/ID 37507/PBAG
Advertising strategies
Maza Radio, local newspapers, wall paintings
Bazal - T.V (local newspapers, wall paintings)
Kissan - T.V (local newspapers, wall paintings)
Chimka - T.V Qocal newspapers, wall paintings)
Main contents in advertisement
Maza - You will get energy, feel fresh, quench thirst and the drink is artificially flavoured (showing picture of some students taking drink)
Bazal, Kissan - Drinks contain minerals, salts and give energy (showing picture of actor and actress)
Chimka - Drink is containing pure mango juice mixture sweet without adding sugar (showing picture a table containing mangoes and a family, enjoying drinks)
Table 3 : Price strategy | |||||||||||||||||||||
|
Table 4 : Distributors use to give margin to the wholesalers and retailers | ||||||||||||||||||
|
Note : Distributors, wholesalers, retailers are almost same to all companies.
Table 6 : Retail selling of prices
Retail selling price Price Rs. bottle
Maza (Soft drink) 9.00/bottle
Maza (Mango juice) 8.50/bottle
Bazal (Mango juice) 9.00/ bottle
Kissan (Mango juice) 9.00/bottle
Chimka (Soft drink) 9.50/botile
With the above information Mr. Reddy wants to know the reason for decline in sales. He discussed the matter with the marketing manager and other heads of depte. Since all of them are not having sufficient knowledge in the field of marketing research, they could not reach any conclusions. So Mr. Reddy decided to assign it to some research organisation.
6 P/ID 37507/PBAG
Questions for discussions.
1. What should be the Research Design?
2. What should be the sample size?
3. What are the main points to be emphasised in the questionnaire?
4. On the basis of tabulation and analysis of data, what suggestions could be put forward to the marketing manager?
7 P/ID 37507/PBAG
Attachment: |
Earning: Approval pending. |