This document outlines a marketing research assignment for a course at NMIMS Global Access School for Continuing Education. It consists of 3 questions worth 30 marks total. The first question (10 marks) asks students to discuss whether sampling is preferable to a census method for research and to discuss sampling methods used by research firms. The second question (10 marks) asks students to discuss the concept of brand equity research and how sales promotions can boost brand value, providing an example. The third question (10 marks) involves designing research objectives and a questionnaire to study youth clothing tastes in a metro city, and collecting primary and secondary data for the research through various options.

1. NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for June 2017 Examination
Assignment Marks: 30
Instructions:
 All Questions carry equal marks.
 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for question
3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far
as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for attempting
their assignments, but are not allowed to copy the matter as it is from the source of reference.
 Students should write the assignment in their own words. Copying of assignments from other
students is not allowed
1. “Sampling is usually preferable over a census method of conducting research”. Give
your views on this statement by giving supporting reasons for your views. Also discuss
the same with reference to the various sampling methods employed by Research firms
to conduct any Research/ Survey. (10 Marks)
2. “Organisations have to frequently conduct Brand Equity Researches to enhance brand
value”. Discuss this concept of Brand Equity Research with an emphasis of Sales
Promotion, giving a relevant example where a Sales Promotion program has boosted a
Brand’s value/equity (10 Marks)
3. A leading Men’s Clothes wear brand wants to study the youth in a leading metro city
to find out their clothing taste and preferences. The result would be used to strategize a
communication strategy by finding out demographic and psychographic profile of the
youth

2. NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for June 2017 Examination
a. Design the objective of research & Design the questionnaire for the research.
(5 Marks)
b. In the above case, how will you collect primary & secondary Data, briefly discussing
the various options that you have decided for data collection? (5 Marks)
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