Marketing Research
June 2024 Examination
1. You are the marketing director of Alpha motors your organization wants to launch a range of
EV’s. Your company wants to conduct market research to establish customer needs and
expectations prepare a research plan. Mention TG, Priority markets, research hypotheses in the
plan along with success benchmarks for your research. (10 Marks)
2. “Understanding TG is critical for marketing success” Prove or disprove this hypothesis by
applying the 4 P’s of marketing for the company Alpha motors mentioned in question no 1. (10
Marks)
3. Your company is planning to launch a new range of soaps targeted to the Indian family. The
category is cluttered with many similar products in such a scenario:
a. Define the TG and markets you shall target give justifications for your selection, why do you
think target grouping is so important in market research. How will you target consumers
differentiate your product with competition? (5 Marks)
b. Create a 10 question questionnaire to conduct primary research in the target consumers,
which sampling techniques would you use? Justify your reasons. (5 Marks)