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MICA SCR
Ahmedabad 2008 -09
MDM
MID TERM TAKE HOME EXAM
Section - B
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1. Please answer all the questions.
2. You can refer text book/class notes
3. Last date for submission is September 03, 2008
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Q.1. Duane Morgan, a market researcher at Kitchen Ease, Inc., is assessing alternative promotional strategies for a new kitchen wrap product. He is concentrating on two attributes of the product: (1) its low cost, and (2) its superior biodegradable characteristics. In test market X, his promotional materials emphasized low cost, and he emphasized the biodegradable properties in test market Y. During the test, Duane carefully monitored repeat purchases by households in each test market. His findings are summarized in the following probability distributions, where X is the percent of households in the 'low cost' test market making repeat purchases, and Y is the percent of households in the 'biodegradable' test market making repeat purchases.
|X |P(X) | |Y |P(Y) |
|0 |.55 | |0 |.05 |
|5 |.25 | |5 |.10 |
|10 |.10 | |10 |.35 |
|15 |.05 | |15 |.35 |
|20 |.03 | |20 |.10 |
|25 |.02 | |25 |.05 |
Discuss the managerial and ethical considerations of this situation. What can Duane conclude from these data? What other factors may help explain the differences between the two distributions? What graphic depiction should he choose for...
Ahmedabad 2008 -09
MDM
MID TERM TAKE HOME EXAM
Section - B
----------------------------------------------------------------------------------------------------
1. Please answer all the questions.
2. You can refer text book/class notes
3. Last date for submission is September 03, 2008
----------------------------------------------------------------------------------------------------
Q.1. Duane Morgan, a market researcher at Kitchen Ease, Inc., is assessing alternative promotional strategies for a new kitchen wrap product. He is concentrating on two attributes of the product: (1) its low cost, and (2) its superior biodegradable characteristics. In test market X, his promotional materials emphasized low cost, and he emphasized the biodegradable properties in test market Y. During the test, Duane carefully monitored repeat purchases by households in each test market. His findings are summarized in the following probability distributions, where X is the percent of households in the 'low cost' test market making repeat purchases, and Y is the percent of households in the 'biodegradable' test market making repeat purchases.
|X |P(X) | |Y |P(Y) |
|0 |.55 | |0 |.05 |
|5 |.25 | |5 |.10 |
|10 |.10 | |10 |.35 |
|15 |.05 | |15 |.35 |
|20 |.03 | |20 |.10 |
|25 |.02 | |25 |.05 |
Discuss the managerial and ethical considerations of this situation. What can Duane conclude from these data? What other factors may help explain the differences between the two distributions? What graphic depiction should he choose for...