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    Marketing Research

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    waqar.baig2025
    The document discusses a survey conducted by a fitness products company to understand which application features customers value most when making a purchase. It performed statistical analyses including Kaiser-Meyer-Olkin Measure of Sampling Adequacy, Bartlett's Test of Sphericity, a scree plot, and a rotated factor matrix. The analyses identified six factors that influence customers' purchase intent: perceived usefulness, perceived ease of use, compatibility, trialability, hedonic motivation, and purchase intention.

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    Marketing Research

    Uploaded by

    waqar.baig2025
    6 views3 pages
    The document discusses a survey conducted by a fitness products company to understand which application features customers value most when making a purchase. It performed statistical analyses including Kaiser-Meyer-Olkin Measure of Sampling Adequacy, Bartlett's Test of Sphericity, a scree plot, and a rotated factor matrix. The analyses identified six factors that influence customers' purchase intent: perceived usefulness, perceived ease of use, compatibility, trialability, hedonic motivation, and purchase intention.

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    Marketing research notes

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    The document discusses a survey conducted by a fitness products company to understand which application features customers value most when making a purchase. It performed statistical analyses including Kaiser-Meyer-Olkin Measure of Sampling Adequacy, Bartlett's Test of Sphericity, a scree plot, and a rotated factor matrix. The analyses identified six factors that influence customers' purchase intent: perceived usefulness, perceived ease of use, compatibility, trialability, hedonic motivation, and purchase intention.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    6 views3 pages

    Marketing Research

    Uploaded by

    waqar.baig2025
    The document discusses a survey conducted by a fitness products company to understand which application features customers value most when making a purchase. It performed statistical analyses including Kaiser-Meyer-Olkin Measure of Sampling Adequacy, Bartlett's Test of Sphericity, a scree plot, and a rotated factor matrix. The analyses identified six factors that influence customers' purchase intent: perceived usefulness, perceived ease of use, compatibility, trialability, hedonic motivation, and purchase intention.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    SYMBIOSIS INTERNATIONAL (DEEMED UNIVERSITY)

    (Established under Section 3 of the UGC Act, 1956 )


    Re-accredited by NAAC with 'A++ Grade (3.56/4) Awarded Category -lby UGc
    Seat No.12|6 2 6
    MANAGEMENT, NAGPUR
    Institute: (0212)SYMBIOSIS INSTITUTE OF BUSINESS

    Programme: (021241) MASTER OF BUSINESS ADMINISTRATION

    Batch: 2022-24
    Semester:
    Course: Marketing Research
    Course Code: 0212410213
    Maximum Marks: 40
    Date: 29/03/2023
    Time: 10:00-11:30
    Day: Wednesday
    QUESTION PAPER
    NOTE :DO NOT WRITE ANYTHING ON THE
    Instructions:
    in Section A&SectionB.
    1)Students are advised to read the instructions given attempted
    top of the
    2) Students should write the Question Number at the middle-miss out the evaluation
    cannot
    answer and in the left column sothat the examiner
    of that attempted question.
    Section -A (20 Marks)
    compulsory)
    (Attempt any One Question from Que. 1 &Que. 2. Que. 3,4& 5are
    Each Question carries 5 marks (5 Marks *4 Questions = 20 marks)

    Q.1 FGDs involve organized discussion with a selected group of individuals to gain
    information about their viewsand experiences of a topic. On this setting explain
    the disadvantages of FGDs.
    5 Marks (CO1)

    Q.2 Towrite a research paper the main aim is to understand the research design.
    Without understanding the research design, it is impossible for the researchers
    to provide the desired results. Explain the difference between exploratory,
    descriptive &causal research.
    5 Marks (C01)

    Q.3 Some techniques do not rely on randomization. These techniques are more reliant
    on the researcher's ability toselect elements for asample. Outcomeof sampling
    might be biased and makes difficult for all the elements of population to be part
    of the sample equally. On this context explain the quota, judgmental and snowball
    sampling.
    5 Marks (C02)
    Q.4 Structural equation modeling is a multivariate statistical analysis technique that
    is used to analyze structural relationships. This technique is the combination of
    factor analysis and multiple regression analysis, and it is used to analyze the
    structural relationship between measured variables and latent constructs. On this
    setting explain the major applications of structural equation modeling.
    5 Marks (CO3)

    dissimilarities
    Q.5 Multidimensional scaling is a visual representation of distances or
    of multi-dimensional scaling.
    between sets of objects. Explain the various features 5 Marks (C04)

    Section -B (20 Marks)


    (Case-Study - Compulsory)
    fitness products is
    applications that focuses on the distribution of when making a
    Q.6 One of the features customers value
    most
    interested in learning which andthe results are shown
    below. Only
    on this subject,
    purchase. They did a survey
    this, everything else being
    purchasing intent (PUI) is dependent on
    the,
    independent.
    KMOand Bartlett's Test .897
    Kaiser-Meyer-OIlkin Measure of
    Sampling Adequacy.Approx. Chi-Square6828.947
    Bartlett's Test of
    190
    df
    Sphericity Sig.
    .000

    Seree Plot

    Elgervale

    18 19 20
    1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
    Factor Number
    Rotated Factor Matrixa
    Factor
    1 2 3 4 5 6
    PUS3 .799
    PUS2 .785
    PUS1 .775
    PUS4 .753
    PEU1 .866
    PEU2 .835
    PEU3 .749

    PEU4 .736
    COM2 .871
    COM1 .864
    COM3 .855
    TRB3 .851
    TRB2 .842
    TRB1 .760
    HEM3 .851
    HEM2 .798
    HEM1 .737
    PUI1 .798
    PU13 .738
    PU12 .698
    Extraction Method: Maximum Likelihood.
    Rotation Method: Varimax with Kaiser Normalization.
    a. Rotation converged in 6 iterations.
    Note(s): COM: Compatibility; TRA: Trialability; PUS: Perceived Usefulness; PEU:
    Perceived Ease of Use; HEM: Hedonic Motivation; PUl: Purchase Intention
    Questions:
    a) Interpret all the tables to provide an insight towards the study.
    15 Marks (C04)
    b) None of the tables mentioned about p-value. Why the p-value is not there in this
    analysis? Justify the reason.
    5 Marks (CO4)

    Page 3 of 3

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