ICADE MARKET RESEARCH (3E2 BIL)
Student Name ______________________________________________________ EXAM 15/12/23
Movistar (a multinational telecommunications company) wishes to evaluate the effectiveness of its
customer service in the telephone channel. Specifically, it needs to assess customer satisfaction with
respect to the speed, efficiency and friendliness of the service, as well as to know their preference for
different improvement actions that have already been identified. They want this information broken down
by gender, age, type of incident and products contracted. The company needs quick results due to an
upcoming board meeting where the approval of the new customer service plan for Spain will be decided.
1. Determine the Purpose of the research (0.75 points)
2. Determine the Research Objectives (0.75 points)
3. Determine the Target Audience of the research (0.5 points).
4. Select and justify the technique that should be used in the study (2 points).
Quantitative or qualitative? JUSTIFY WITH AT LEAST TWO REASONS (Applied to the case)
Specific technique. JUSTIFY WITH AT LEAST THREE REASONS (Applied to the case)
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ICADE MARKET RESEARCH (3E2 BIL)
Student Name ______________________________________________________ EXAM 15/12/23
5. Design the structure of the data collection instrument appropriate to the technique (1.5 points).
A) if you have chosen a qualitative technique, state THE SCHEME of a dotted line, specifying its
parts and an example of a question in each part applied to the case.
B) if you have chosen a quantitative technique, write a filter question and a numerical scaling
question APPLIED TO THE CASE. Remember everything you have to include to make it a complete
question.
6 SHORT QUESTIONS (1,5 points)
A) Name and briefly explain the parts of the report.
B) Who will draft this report and to whom will it be submitted?
C) A colleague suggests that the survey can be used as an opportunity to send special offers to respondents
who report low or very low satisfaction in order to build their loyalty. He argues the answer in the light of
the principles of the Esomar Code.
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ICADE MARKET RESEARCH (3E2 BIL)
Student Name ______________________________________________________ EXAM 15/12/23
7. Answer the following questions (2 points). Include the formula used and explain the reasoning.
Make the final result clear.
sales in volum (thousand de tn)
EF2023 MA2023 MJ2023 JA2023 SO2023 ND2023 EF2024 MA2024 MJ2024
Brand A 1 1 2 2 1 4 4 1 2
Brand B 4 3 4 4 2 5 5 2 4
sales in value (thousand de €)
EF2023 MA2023 MJ2023 JA2023 SO2023 ND2023 EF2024 MA2024 MJ2024
Brand A 5 5 10 10 5 8 8 5 10
Brans B 3 2 3 3 2 4 4 1 3
1) Calculate the TAM April 24 for value sales of brand B.
2) Calculate the market share of brand A in EF2024, by volume and value.
Universe: 1000 shops
MJ24
Average
ND WD Net share
Sales
Brand A 90 95 55 6
Brand B 75 94 45 3
3. Calculate in how many shops brand A is sold.
4. Explain which brand is in the best quality shops, in absolute and relative terms.
5. Which brand has the highest market share in value in the shops where it is sold? Net share
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ICADE MARKET RESEARCH (3E2 BIL)
Student Name ______________________________________________________ EXAM 15/12/23
8. In one study, respondents were asked about their assessment of product design and their
intention to purchase the product. Both questions were measured on a scale of 1-10. This analysis
has been carried out (see table) (1 point)
(1) What statistical test was used to obtain these data, and why was this test chosen rather than an
analogous test (0.5 points)?
(2) Comment on the results (0.5 points).
I like the design Purchase intention
I like te
r —
design
p-value —
Purchase
r 0.536 —
intention
p-value < .001 —