International School of Business & Media, Nande

Exam AssignmentPGDM BATCH 2014-16

Subject: Marketing Research

Q.1. In a study of the relationship between household behavior and shopping behavior, data on

the following lifestyle statements were obtained on a 7-point scale (1 = disagree, 7 = agree):

V1: I would rather spend a quiet evening at home than go out to a party.

V2: I always check prices, even on small items.

V3: Magazines are more interesting than movies.

V4: I would not buy products advertised on billboards.

V5: I am a homebody.

V6: I save and cash coupons.

V7: Companies waste a lot of money advertising.

The data obtained from a pretest sample of 25 respondents is attached here.

S.No V1 V2 V3 V4 V5 V6 V71 6 2 7 6 5 3 52 5 7 5 6 6 6 43 5 3 4 5 6 6 74 3 2 2 5 1 3 25 4 2 3 2 2 1 36 2 6 2 4 3 7 57 1 3 3 6 2 5 78 3 5 1 4 2 5 69 7 3 6 3 5 2 4

10 6 3 3 4 4 6 511 6 6 2 6 4 4 712 3 2 2 7 6 1 613 5 7 6 2 2 6 114 6 3 5 5 7 2 315 3 2 4 3 2 6 516 2 7 5 1 4 5 217 3 2 2 7 2 4 6

18 6 4 5 4 7 3 319 7 2 6 2 5 2 120 5 6 6 3 4 5 321 2 3 3 2 1 2 622 3 4 2 1 4 3 623 2 6 3 2 1 5 324 6 5 7 4 5 7 225 7 6 5 4 6 5 3

i. Analyze the data using principal components analysis, using the varimax rotation procedure.

ii. Interpret the factors extracted.iii. Calculate factor scores for each respondent.iv. If surrogate variables were to be selected, which ones would you select?v. Examine the model fit.

Q.2. The Job Specification for President HR of company XYZ was being discussed during a corporate meeting. The CEO was asked to rate on the attributes’ combinations required for the said profile. The rating is done on a scale from 1-9 (1 = least desirable and 9 = most desirable) The following 4 attributes were zeroed on as the most relevant attributes. The levels of consideration and the coding to be done for them are also mentioned alongside:

1. Similar Job Experience [very large (1 0) , quite a bit (0 1), little (0 0)]2. Leadership Traits [should necessarily possess (1 0), not mandatory (0 1), not at all

required (0 0)]3. EQ [very empathetic (1 0), slightly empathetic (0 1), focus only on self (0 0)]4. IQ [High (1) , Low(0)]

Similar Job Experience

Leadership Traits EQ IQ Rating

Very Large

Should necessarily possess

Slightly Empathetic Low 8

Quite a bitNot at all required Very Empathetic Low 7

Very Large Not MandatorySlightly Empathetic Low 7

Quite a bit Not Mandatory Very Empathetic High 8Very Large Not at all Focus only on Low 6

required Self

Quite a bit

Should necessarily possess

Focus only on Self Low 7

Very LargeNot at all required

Slightly Empathetic High 8

Quite a bit

Should necessarily possess

Slightly Empathetic Low 7

Very LargeNot at all required

Slightly Empathetic High 7

Quite a bit Not MandatoryFocus only on Self Low 5

Little

Should necessarily possess

Focus only on Self Low 5

Little Not MandatorySlightly Empathetic High 5

LittleNot at all required Very Empathetic High 6

Little

Should necessarily possess

Slightly Empathetic Low 5

Using conjoint analysis find out the importance attached to each attribute and the part worth of each level belonging to each attribute. Draw inferences about the information you have deduced from your analysis. Calculate the trade off required to be done for moving from the best choice from the given options to the second best choice.

Q.3. Use ANOVA to test the null hypothesis that mean cholesterol content of the 4 varieties of diet foods are equal.

S. No. cc df

1 3.6 1

2 4.1 1

3 4 1

4 3.1 2

5 3.2 2

6 3.9 2

7 3.2 3

8 3.5 3

9 3.5 3

10 3.5 4

11 3.8 4

12 3.8 4

where

CC = Cholesterol ContentDF = Diet Food which takes values

1 = Diet Food A2 = Diet Food B3 = Diet Food C4 = Diet Food D