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Posted By: Adil Sharif Roman Member Level: Diamond Posted Date: 01 Jul 2008
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2008 Bangalore University Other Master's Degree M.B.M SECOND SEMESTER M.B.A [DAY] DEGREE EXAMUNATION, JUNE 2008 Question paper
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SECOND SEMESTER M.B.A. [DAY] DEGREE EXAMINATION, JUNE 2008
[2007-2008 SCHEME]
MANAGEMENT
2.1 : RESEARCH METHODOLOGY AND TECHNICAL WRITING.
Time : 3 Hours Max. Marks : 75
Instruction: Calculators are allowed.
SECTION : A
[6X2=12]
1. Answer any six questions.
a] What is good hypothesis?
b] What is a research problem?
c] Define variables.
d] What is research plan?
e] What is ANOVA?
f] What is Likert Scale?
g] What is cross sectional research?
h] What is Data Editing?
SECTION : B
[3X8=24]
Answer any three questions :
2. What is the meaning of measurement in the research? What differnce dose it make wheather we
mersure in terms of nominal, ordinal interval or ratio scale? Explain with example.
3. What are different sources of data? Discuss with the suitable example.
4. Discuss the basic components of research report.
5. "Processing of data implies editing, coding, classification and tabulation". Describe in brief these four
operations pointing out the significance of each in content of research study.
6. Find the value of Chi-square fo the following information :
Class A B C D E
Observed
frequency 8 29 44 15 4
Expected
frequency 7 24 38 24 7
SECTION : C
[2X12=24]
7. What do you mean by 'Sample Design'? Briefly explain the probalblity and non probalblity sample
designs.
8. How would you classify research design according to research purpose? Eiscuss.
9. Write short notes on :
a) Level of signigicance
b) Type I error and type II error
c) Null and alternate hypothesis
d) Measures of central tendency.
SECTION : D
[1X15=15]
10. Case Study [Compulsory]
Levi's : Fading Jeans and market Share.
The Situation
As of 2006, Levi's is a leading global apparel company, with sales in more than 110 countries. It has
been a long standing company with over 150 years of being in the clothing business. While one may
thik this long history can only result in good things, Levi's heritage has been its worst enemy. Philip
Marineau, the president and chief exectives officer for Levi Strauss & Co., had to work to revamp
Levi's antique image and make the brand appeling to younger generation in efforts to boost its declining
sales. In the last five years, Marineau saw worldwide sales drop 40 percent, losing market share to
competitors like the Gap, and trendier ones such as Calvin Klien, Tommy Hilfiger, and Diesel. Another
problem for Marineau came from store brand jeanse, such as JCPenney's Arizona brand jeans or the
Gap's in-house brand, which have changed their image and luanched an assault on big brand names
like Levi's. These store brand jeans, along with other store label jeans, now target the teenage market
market with "cutting edge" advertising. American trade publication Brand Strategy estimated that the
brand has lost about 50 percent of the younger consumer market share worldwide between 1999 and
2005.
To compete with these brands and maintain leadership, Levi's the market leader, is considering
introducing their own line of private-label jeans to capture a larger portion of the teenage market.
Philip Marineau wonders. "How powerful is a national brand like Live's compared to an in-house
brand like Gap or a store brand like JCpenney's Arizona jeans ?"
The Marketing Research Decision
1} If you were Philip Marineau, what type of research would you want to conduct to help arrive at an
answer ?
2} Please explain how you would implement the type of research you have recommended.
_______________________________________________________________________________________
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