BBA 8th Semester
Market Reseach Board Question Paper 2021

What is nature of market research?

Mention any two marketing research problems.

Write about causal research

What is distribution research?

Define the term sampling.

What is review of literature?

Make one open ended and close ended question related to marketing research.

What is cluster based segmentation?

Define advertising research.

Introduce the simple random sampling.

Explain the process of marketing research in the business.

Describe importance of literature review.

Explain the types of probability sampling techniques.

Explain the questionnaire construction process in marketing research.

Explain the components of research proposal.

Analyze the methods of post-test evaluation of advertising copy.

Read the following case carefully and answer the questions that follow:
As of 2014, Accenture is the largest consulting firm in the world and one of the largest computer services and software companies on the Fortune Global 500 list. It has more than 266,000 employees in fifty-four countries and revenues of $27.9 billion in fiscal 2012. Through its network of businesses, the company enhances its consulting, technology, and outsourcing expertise through alliances, affiliated companies, venture capital, and other capabilities. Accenture delivers innovations that help clients across all industries quickly realize their visions and can quickly mobilize to secure marketplace results for clients. The company has extensive experience in nineteen industry groups, covering all key business areas, including communications and high tech, consumer goods and services, financial services, government, health and public service, natural resources, and products. The clients of Accenture include eighty-nine of the Fortune Global 100 and more than three-quarters of the Fortune Global 500.
Accenture was originally named Andersen Consulting and was created in 1989 as a part of Arthur Andersen LLP. However, over the years, disagreement with its parent company broke contractual agreements, moving into areas of services where Arthur Andersen Consulting was already an established player. The conflict between the two companies eventually escalated to an extremely significant event, because Andersen Consulting had built up considerable brand equity and a positive reputation in the consulting market. The name Andersen was somewhat tarnished and the firm's new name would need to be trademarked in forty-seven countries. Thus, the name change itself cost and partially, but the overall change focused more than 50 million dollars.
The first task was to pick a new name. The company challenged its employees to come up with new names for the new company using an extensive marketing research on various names, which included surveys of target customers, in addition to other marketing research activities. Research experts determined the best names for its new name, which sounded most like "adventure." The company settled on this name because it believed it reflected their positioning of the future of business. At about the same time as the name changes, a significant issue emerged a few days later. The final version of the logo was the company's name accented with a greater than (>) symbol placed above the word Accenture in lowercase letters to spell out "acc>nture."
Another task, which occurred simultaneously, was to get the word out and prepare the public for the name would change at the beginning of 2001. Accenture has a very complex of consumers. The task was to educate the target market, and it has to be done fast because the company had signed an agreement and was stuck with the old signature logo through at the corner of the ad and typing in "Renamed. Redefined. Reborn" so that the name change would associate with the company. The company began revealing banners with the new brand, that a resonance with the computer industry, because AT&T, the launch date of the new company would not require the name change.
Finally, on January 1, 2001, the company announced its new name to the world. The initial advertising campaign was undertaken not only to present the new name, but also to sell its services and help people understand what it had to offer. The historical beginning of the campaign, titled "Now it gets interesting," began in February it began a new campaign titled "Now it gets interesting." This campaign secured the number spot on USA Today's Ad Track, and it was immensely successful. The commercials showed how Accenture could help their clients capitalize on these challenges. The success of this campaign was not only seen even increased on a company basis. This level of success is very important to Accenture, because it believes that if it can get somebody to visit its site, it has a better opportunity to tell the whole story. Next came the "Go on. Be a Tiger" campaign in mid-2003, which was followed by what dropped the in the third largest advertising campaign, which was still running in 2013: "High performance. Delivered," which is relevant to the advertising strategy.
Accenture has been successful in transforming the brand equity in its new name. The company also successfully communicated its new offerings, along with (new name), awareness with the public, which is essentially the same number it had under the old name. Accenture's marketing goes far beyond the name; because it is constantly challenged as the product it offers changes.
Questions:
a. Discuss the role of marketing research in helping Andersen Consulting select a new name (Accenture).
b. Define Accenture's target market. Discuss the role of marketing research in helping Accenture understand the needs of its target customers.
c. Accenture would like to increase preference and loyalty to its services. Describe the research design for it.
d. If you are appointed as a marketing researcher for Accenture. What would you do for Accenture to build brand equity research for the company?