Wednesday, 27 April 2022
Question No. 1 - MCO-06 - MARKETING MANAGEMENT - Master of Commerce (Mcom) 2nd Year
Solutions to Assignments
MCO-06 - MARKETING MANAGEMENT
Master of Commerce (Mcom) 2nd Year
Question No. 1.
What is marketing research? What steps are involved in conducting a marketing research study?
Market research is defined as the process of evaluating the feasibility of a new product or service, through research conducted directly with potential consumers. This method allows organizations or businesses to discover their target market, collect and document opinions and make informed decisions.
Market research can be conducted directly by organizations or companies or can be outsourced to agencies which have expertise in this process.
The process of market research can be done through deploying surveys, interacting with a group of people also known as sample, conducting interviews and other similar processes.
Primary purpose of conducting market research is to understand or examine the market associated with a particular product or service, to decide how the audience will react to a product or service. The information obtained from conducting market research can be used to tailor marketing/ advertising activities or to determine what are the feature priorities/service requirement (if any) of consumers.
Why is market research important?
Conducting research is one of the best ways of achieving customer satisfaction, reducing customer churn and elevating business. Here are the reasons why market research is important and should be considered in any business:
- Valuable information: It provides information and opportunities about the value of existing and new products, thus, helping businesses plan and strategize accordingly.
- Customer-centric: It helps to determine what the customers need and want. Marketing is customer-centric and understanding the customers and their needs will help businesses design products or services that best suit them.
- Forecasts: By understanding the needs of customers, businesses can also forecast their production and sales. Market research also helps in determining optimum inventory stock.
- Competitive advantage: To stay ahead of competitors market research is a vital tool to carry out comparative studies. Businesses can devise business strategies that can help them stay ahead of their competitors.
Steps for conducting Market Research
Knowing what to do in various situations that arise during the investigation will save the researcher’s time and reduce problems. Today’s successful enterprises use powerful market research survey software that helps them conduct comprehensive research under a unified platform and hence provide actionable insights much faster with fewer problems.
Following are the steps to conduct an effective market research.
Step #1: Define the Problem
Having a well-defined subject of research will help researchers when they ask questions. These questions should be directed to solve problems and they have to be adapted to the project. Make sure the questions are written clearly and that the respondents understand them. Researchers can conduct a test with a small group to know if the questions are going to know whether the asked questions are understandable and will they be enough to gain insightful results.
Research objectives should be written in a precise way and should include a brief description of the information that is needed and the way in which it will obtain it. They should have an answer to this question “why are we doing the research?”
Step #2: Define the Sample
To carry out market research, researchers need a representative sample that can be collected using one of the many sampling techniques. A representative sample is a small number of people that reflect, as accurately as possible, a larger group.
- An organization cannot waste their resources in collecting information from the wrong population. It is important that the population represents characteristics that matter to the researchers and that they need to investigate, are in the chosen sample.
- Take into account that marketers will always be prone to fall into a bias in the sample because there will always be people who do not answer the survey because they are busy, or answer it incompletely, so researchers may not obtain the required data.
- Regarding the size of the sample, the larger it is, the more likely it is to be representative of the population. A larger representative sample gives the researcher greater certainty that the people included are the ones they need, and they can possibly reduce bias. Therefore, if they want to avoid inaccuracy in our surveys, they should have representative and balanced samples.
- Practically all the surveys that are considered in a serious way, are based on a scientific sampling, based on statistical and probability theories.
There are two ways to obtain a representative sample:
- Probability sampling: In probability sampling, the choice of the sample will be made at random, which guarantees that each member of the population will have the same probability of selection and inclusion in the sample group. Researchers should ensure that they have updated information on the population from which they will draw the sample and survey the majority to establish representativeness.
- Non-probability sampling: In a non-probability sampling, different types of people are seeking to obtain a more balanced representative sample. Knowing the demographic characteristics of our group will undoubtedly help to limit the profile of the desired sample and define the variables that interest the researchers, such as gender, age, place of residence, etc. By knowing these criteria, before obtaining the information, researchers can have the control to create a representative sample that is efficient for us.
When a sample is not representative, there can be a margin of error. If researchers want to have a representative sample of 100 employees, they should choose a similar number of men and women.
The sample size is very important, but it does not guarantee accuracy. More than size, representativeness is related to the sampling frame, that is, to the list from which people are selected, for example, part of a survey.
If researchers want to continue expanding their knowledge on how to determine the size of the sample consult our guide on sampling here.
Step #3: Carry out data collection
First, a data collection instrument should be developed. The fact that they do not answer a survey, or answer it incompletely will cause errors in research. The correct collection of data will prevent this.
Step #4: Analyze the results
Each of the points of the market research process is linked to one another. If all the above is executed well, but there is no accurate analysis of the results, then the decisions made consequently will not be appropriate. In-depth analysis conducted without leaving loose ends will be effective in gaining solutions. Data analysis will be captured in a report, which should also be written clearly so that effective decisions can be made on that basis.
Analyze and interpret the results is to look for a wider meaning to the obtained data. All the previous phases have been developed to arrive at this moment.
How can researchers measure the obtained results? The only quantitative data that will be obtained is age, sex, profession, and number of interviewees because the rest are emotions and experiences that have been transmitted to us by the interlocutors. For this, there is a tool called empathy map that forces us to put ourselves in the place of our clientele with the aim of being able to identify, really, the characteristics that will allow us to make a better adjustment between our products or services and their needs or interests.
When the research has been carefully planned, the hypotheses have been adequately defined and the indicated collection method has been used, the interpretation is usually carried out easily and successfully. What follows after conducting market research?
Step #5: Make the Research Report
When presenting the results, researchers should focus on: what do they want to achieve using this research report and while answering this question they should not assume that the structure of the survey is the best way to do the analysis. One of the big mistakes that many researchers make is that they present the reports in the same order of their questions and do not see the potential of storytelling.
To make good reports, the best analysts give the following advice: follow the inverted pyramid style to present the results, answering at the beginning the essential questions of the business that caused the investigation. Start with the conclusions and give them fundamentals, instead of accumulating evidence. After this researchers can provide details to the readers who have the time and interest.
Step #6: Make Decisions
An organization or a researcher should never ask “why do market research”, they should just do it!
A market research helps researchers to know a wide range of information, for example, consumer purchase intentions, or gives feedback about the growth of the target market. They can also discover valuable information that will help in estimating the prices of their product or service and find a point of balance that will benefit them and the consumers.
Take decisions! Act and implement.
MCO-06 - MARKETING MANAGEMENT - Master of Commerce (Mcom) 2nd Year
Solutions to Assignments
MCO-06 - MARKETING MANAGEMENT
Master of Commerce (Mcom) 2nd Year
Monday, 25 April 2022
Question No. 5 - MCO-04 - Business Environment - Master of Commerce (Mcom) 2nd Year
Solutions to Assignments
MCO-04 - BUSINESS ENVIRONMENT
Master of Commerce (M.Com) - 2nd Year
Question No. 5
Comment on the following statements:
(a) India’s export is not more than the China for the year 2019-20.
(b) Agricultural and allied products are not the India’s leading export products.
(c) Export promotion capital goods scheme does not facilitate import of capital goods in India.
(d) Third party exports are not allowed in India.
Question No. 4 - MCO-04 - BUSINESS ENVIRONMENT - Master of Commerce (M.Com) - 2nd Year
Solutions to Assignments
MCO-04 - BUSINESS ENVIRONMENT
Master of Commerce (M.Com) - 2nd Year
Question No. 4
Write short notes on the following:
(a) Nature of Indian Economic Planning
(b) Small Scale industries
(c) Economic Reforms
Why were Economic reforms introduced in India?
Economic reforms were introduced in India because of the following reasons:
Poor performance of the public sector
- Public sector was given an important role in development policies during 1951–1990.
- However, the performance of the majority of public enterprises was disappointing.
- They were incurring huge losses because of inefficient management.
Adverse BoP or imports exceed exports
- Imports grew at a very high rate without matching the growth of exports.
- Government could not restrict imports even after imposing heavy tariffs and fixing quotas.
- On the other hand, exports were very less due to the low quality and high prices of our goods as compared to that of foreign goods.
Fall in foreign exchange reserves
- Foreign exchange (foreign currencies) reserves, which the government generally maintains to import petrol and other important items, dropped to the levels that were not sufficient for even a fortnight.
- The government was not able to repay its borrowings from abroad.
Huge debts on government
- Government expenditure on various developmental works was more than its revenue from taxation.
- As a result, the government borrowed money from banks, public and international financial institutions like the IMF, etc.
Inflationary pressure
- There was a consistent rise in the general price level of essential goods in the economy.
- To control inflation, a new set of policies were required.
Terms and conditions of the World Bank and the IMF
India received financial help of $7 billion from the World Bank and the IMF on an agreement to announce its New Economic Policy.
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