Madras University (UnOM) 2008 M.B.A Business Administration Research methodology and communication - Question Paper

P/ID 37507/PBAG

Time : Three hours    Maximum : 80 marks

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

Sale of Maza drinks is only done.

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2 colour artificial flavour juices

The company was established in 1995.

The sale figures No. of Bottles 1995-96 1.20 (Lakhs/day) 96-97 1.25 97-98 1.50 98-99 2.00

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

Name of Drink 1996-97 1997-98 1998-99 (Lakhs bottles/day) Maza (Soft drink) 1.20 1.25 1.30 Maza (Mango juice) 0.90 0.96 0.99 Bazal 2.00 2.25 2.50 Kissan 2.50 2.75 3.00 Chimka 2.00 2.50 3.50 Marketing strategy companies. followed >v by different

(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

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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

Name Drink RaU/100 Bottles Discount to Distributors Mata (Soft drink) 900 10% Maza (Mango juice) 960 10% Bazal (Mango juice) 960 16% Kissan (Mango juice) 960 16% Chimka (Soft drink) 1000 16% 5 P/ID 37507/PBAG

Table 4 : Distributors use to give margin to the wholesalers and retailers

Company Whole salers Retailers Maza (Soft drink) 3% 2% Maza (Mango juice) 3% 2% Bazal (Mango juice) 3j% Kissan (Mango juice) 3}% 3 2% Chimka (Soft drink) 2}% 2{%

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.

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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?

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Attachment: madras-university--unom--2008-m-b-a-business-administration-59355-1.jpg madras-university--unom--2008-m-b-a-business-administration-59355-2.jpg madras-university--unom--2008-m-b-a-business-administration-59355-3.jpg madras-university--unom--2008-m-b-a-business-administration-59355-4.jpg

Earning:   Approval pending.