Description

Marketing Research

Sep 2025 Examination

 

 

Q1. Amazon.com operates in several countries and collects vast amounts of data from various sources. Let us assume that the management wants to use Business Intelligence and big data analytics to forecast future market trends and make informed strategic decisions. The market researcher is responsible for filtering meaningful information from large, complex datasets and presenting actionable insights to the leadership team. How can a market researcher apply business intelligence and big data analytics to forecast future trends and support strategic decision-making at Amazon.com? (10 Marks)

Ans 1.

Introduction
Amazon.com, a global e-commerce and technology giant, operates in dynamic markets where consumer preferences, competitive landscapes, and technological shifts evolve rapidly. The company collects massive volumes of structured and unstructured data from customer transactions, browsing behavior, reviews, social media, logistics, and supply chains. To maintain its leadership, Amazon must convert this raw data into actionable insights for strategic planning. Market researchers play a crucial role in this process by leveraging Business Intelligence (BI) and big data analytics to identify patterns, predict future market trends, and guide strategic decisions. By filtering relevant data and presenting meaningful insights through advanced analytical tools, researchers help

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Q2. You are the marketing research head for a national FMCG company planning to conduct a customer satisfaction survey across four metropolitan cities. Evaluate the suitability of simple random sampling, systematic sampling, stratified sampling, and cluster sampling for this research. Based on your evaluation, recommend the most appropriate sampling method and justify your choice. (10 Marks)

Ans 2.

Introduction
As the marketing research head of a national FMCG company, conducting a customer satisfaction survey across four metropolitan cities—Delhi, Mumbai, Bengaluru, and Kolkata—requires careful sampling design. Choosing the right sampling method is essential to ensure data accuracy, cost-effectiveness, and representativeness of the urban consumer base. Since metropolitan populations are large, heterogeneous, and demographically diverse, the selected method must capture variations across age groups, income levels, and purchase behaviors. The four major probability sampling methods—simple random sampling, systematic sampling, stratified sampling, and cluster sampling—each offer unique benefits and challenges. A comparative evaluation of these techniques in

reliable customer satisfaction insights.

 

Q3 (A) You are part of the marketing team at a consumer electronics company preparing to launch a new smart wearable. Design an advertising research plan by outlining the stages involved. Demonstrate how each stage of advertising research will help in the creation of the advertisement. (5 Marks)

 

Ans 3a.

Introduction
In the highly competitive consumer electronics market, the success of a new product launch depends on the effectiveness of its advertising campaign. Our company is preparing to introduce a new smart wearable, and a well-structured advertising research plan is crucial to guide the creation, testing, and refinement of promotional materials. Advertising research helps identify target audience preferences, craft compelling messages, and

 

Q3 (B) You have recently joined a start-up that plans to launch a health-focused ready-to- drink beverage for urban professionals. As the head of marketing research, design a marketing research plan to support the new product development (NPD) process. Explain how marketing research will contribute at different stages of the NPD process and how it can reduce the risk of market failure. (5 Marks)

Ans 3b.

Introduction
Launching a new health-focused ready-to-drink (RTD) beverage for urban professionals requires a deep understanding of consumer needs, market gaps, and competitive dynamics. As the head of marketing research at a start-up, I must design a research plan that supports every phase of the new product development (NPD) process. Effective marketing research minimizes the risk of failure by validating product concepts, pricing, packaging, and