Name: SURBHI MITTAL Enroll. No.

: 190103227

Institute of Management Technology, Ghaziabad

AOL Assessment
Subject: Marketing Research (Term – IV)
(Faculty: Dr. Abhigyan Sarkar/Dr. Bikramjit Rishi/Dr. Nivedita Bhanja)

MR/AOL Question Paper/10 Marks/Open book

Q] Nokia is the world’s leader in cell phones. At the Consumer Electronics Show, Nokia
president and CEO discussed the company’s strategy for reaching the world’s developing
markets. He wants Nokia to “do good business and do good at the same time.” The company’s
program, “Calling All Innovators,” aspires to change people’s lives through mobile phones. He
described a contest called the “Nokia Growth Economy Venture Challenge” that provides $1
million in funding to a company that create products that improve people’s lives. He hopes the
venture will promote upward mobility to cell phone users in markets where the average
income is less than $5 a day. This year’s theme is “Connecting Apps That Make a Difference.”
Which technique would you use to investigate mobile applications that, when connected,
improve quality of life? Justify the technique suggested by you. [10 marks]

Answer:
QUANTITATIVE METHOD
We can try to infer the relationship between betterment in peoples’ lives and effectiveness of
mobile application. By using Hypothesis testing, t-test and regression analysis we can infer if
mobile application has any effect on peoples’ lives or not.
Repeated Measures Annova Technique can be applied for understanding the cause-and-effect of
one or more factors on a dependent Variable.
Two independent variables can be considered – the usage time and usage frequency – to decide
if it has effected people’s life or not; and how dependent are people on it
Quality of Life can be chosen as the dependant Variable.
We can also check the two independent variables with each other by use of Latin Square Design
to understand their control. The two variables can be defines as Usage Time (High, Medium, low)
and also usage frequency as (High, medium, low)
Research Design - Hypothesis
Hypothesis- 1: There is no significant difference between life with/without the applications
Hypothesis -2: There is no effect of mobile applications on the people’s choices and their lives
Hypothesis -3: There is no relationship between usage time and usage frequency of mobile
applications

For H1 and H2, we will use repeated ANNOVA and t series model. We can also see the changes in
mean score of perception of quality of life over 3 or more time points.
Null Hypothesis can - Mean perception of quality of life over 3 time points is equal. The
Alternate Hypothesis can be at least two means are significantly different.

For H3 , Randomised Block Design is used to understand block based differentiation of the
sample and its effect on the perception of life

For the quantitative research, we will be using the Survey Questionnaire, and the results will be
encoded based on the procedure and analyzed further.
For the sampling design, the following process will be followed:
- Respondents representing variedly from different parts of the society will be chosen to be a
part of the sample
- For the sampling technique – we will be using Probabilistic Sampling
- Respondents are not expected to be homogenous. Hence, the sample size is expected to be
comparatively more significant as compared to other sampling techniques.
- No biasing will be used based on demographic segmentation – for example, Gender or Age or
Income level.
For Data Collection, the following sample questions will be asked under the Survey
Questionnaire:
• Which applications do you prefer?
• Do you use mobile for simple tasks like looking at time, or using calculator?
• Do you prefer working on notepad or in mobile?
• Do you prefer going out or ordering food?
• Do you prefer calling or texting?
• How much time do you spend in the mobile?

QUALITATIVE METHOD

First Exploratory and then Descriptive methodologies can be followed for the analysis of the
above situation:
1. Secondary Research – The data available for the existing surveys of apps or businesses on
same lines with same features can be used. The data can be taken from internal sources
of any such similar survey done earlier.
2. In-depth Interview - The In-Depth interview will dig further into the user minds about the
usefulness of the app and feelings of how it has affected/ eased their lives by using the
app. The peoples emotional can also be identified. Also, the interviewer can further help
to delve deep down into the emotions and understand the complete change and effect
the app has made on people’s life
3. FGDs can be used here to know about the customers feelings or perception.