Marketing Research Model Question Paper Section A 1 mark questions

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Question Marketing research may be grouped into how many categories, based on the objective of the research? a) Five b) Four c) Three d) Six Evaluative research includes : a) Tracking advertising recall b) New product concept testing c) Market opportunity analysis d) Product usage studies The first step in the marketing research process is : a) Research objective b) Research design c) Estimating the value of information d) Research purpose All the following are concepts related to research design, except: a) Independent variable b) Extraneous variable c) Randomization d) Hypotheses Data pertaining to human beings includes all the following except : a) Occupation b) Social class c) Income d) Performance

Data relating to organizations includes : a) Education b) Objectives c) Knowledge d) Population Which type of question should be placed at the end of the questionnaire? a) General questions b) Leading questions c) Sensitive questions d) Double barreled questions An attitude measure has ______________ if it measures what it is supposed to measure. a) Validity b) Reliability c) Relevance d) Sensitivity

All the following factors are considered in the decision to go for a census or a sample, except: a) Size of population b) Funds budgeted for study c) Time limit d) Geographical area of the study Criteria governing choice of sampling technique includes : a) Degree of precision b) Facilities available c) Size of population d) Questionnaire design Statistical methods of testing hypotheses are known as : a) Parametric tests b) Non-parametric tests c) One tailed tests d) Two tailed tests Which parametric test is used to compare the variance of two independent samples? a) z test b) t test c) x2 test d) f test

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Which of the following is used for cross tabulation if the services of an independent marketing research firm are used? a) SPSS software program b) Three variables c) Eighteen point banner d) Twenty one point banner

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Each question in the survey appears down the side of a page called the ---------- . a) Stub b) Banner c) Variable d) Cross tab.

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Which of the following types of reports is meant for a lay audience? a) Popular report b) Summary report c) Interim report d) Research abstract

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In which of the following types of reports is the reader more interested in the findings of the study? a) Popular report b) Summary report c) Interim report d) Technical report

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The three main parties involved in a marketing

research project include all the following, except: a) Client b) Supplier c) Respondent d) Interviewer The code of marketing research ethics of the Marketing Research Association aims to exercise all reasonable care and to observe the best standards of ----------------- and accuracy in the development, collection, processing and reporting of marketing and survey research information. a) Reliability b) Objectivity c) Subjectivity d) Validity Market based method of assessing competitive advantage may be done through : a) Marketing skills audit b) Advertising share c) Comparison of relative cost d) Comparison of winning vs. losing competitors Process based assessment of competitive advantage may be done through : a) Market share b) R & D share c) Recall share d) Brand equity

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Section B 2 marks questions

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Question The objective of selective research is : a) To develop marketing options b) To test different decision alternatives c) To evaluate performance of programs d) To determine the structure for a given market Measuring advertising recall is a part of : a) Selective research b) Programmatic research c) Evaluative research d) Product research Understanding the research purpose means understanding : a) How the research should be designed b) Problems & opportunities to be studied c) How the data will be analyzed d) The questions to be answered by the research study Examining the coverage of secondary data in

terms of topic and time means examining: a) Data quality b) Data pertinence c) Data accuracy d) Data reliability When the argument is made that the measurement self-evidently reflects the various aspects of the phenomenon, it refers to which type of validity? a) Criterion validity b) Concurrent validity c) Predictive validity d) Face validity Restricted sampling means : a) A selected number may be replaced b) A selected number is set aside c) A random sample is drawn from each stratum d) A certain number of sub samples are selected from a population Rejecting a null hypothesis when it is true is known as : a) Type I error b) Type II error c) Beta error d) Two tailed test The extent to which consumers might tend to forego a high level of one attribute in order to obtain a high level of another is known as : a) Trade-off b) Positioning c) Regression d) Cross tabulation A report meant for the general public may include all the following except: a) Visuals b) Explanation of statistical analyses c) Glossary of new terms used d) Synopsis A respondent can abstain from answering which of the following questions? a) A leading question on problems faced with a manufacturers brand b) An open ended question regarding suggestions for improvement in service c) A closed ended question on preferred holiday destinations d) A question on smoking or drinking habits

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Brand equity means : a) Brand loyalty b) The premium that a consumer is willing to pay for a brand c) Brand awareness d) Brand image

Section C 4 marks questions

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Question Which of the following are decisions that may be taken with the help of a marketing decision support system? 1. How much to spend on advertising 2. How to allocate the budget among different media types 3. Price and delivery time of customized products 4. How much of a new product to buy and when to buy it 5. Whether or not to launch a new product 6. How to position the product vis a vis the competition A. B. C. D. 1, 2, 3, 6 2, 3, 4, 5 1, 2, 4, 6 1, 2, 3, 4

Which of the following are part of experiments? 2 1. Treatments 2. Control groups 3. Hypotheses 4. Replication 5. Sample 6. Questionnaire A. 1, 2, 3, 5 B. 1, 2, 3, 4 C. 2, 3, 4, 5 D. 2, 3, 4, 6 Which of the following are characteristics of the panel method?

1. Trained field investigators 2. Large number of items 3. Collection of data from the same persons 4. One time collection of data 5. Use of mail or personal interview 6. Used for longitudinal studies A. 1, 2, 5, 6 B. 1, 2, 4, 6 C. 2, 3, 5, 6 D. 1, 3, 5, 6

Match the following sets and select one of the answers given below Set A 1. Participant observation 2. Direct observation 3. Indirect observation 4. Controlled observation Set B a. Clear decisions on what, how & when to observe b. Recording by mechanical devices c. Recording of events as they occur d. Concealing of researchers purpose A. 1c, 2d, 3b, 4a B. 1d, 2c, 3b, 4a C. 1a, 2c, 3d, 4b D. 1b, 2a, 3c, 4d

Match the following sets and select one of the answers given below Set A 1) Cluster sampling 2) Area sampling 3) Multi-stage sampling 4) Replicated sampling Set B a) Selection of sub samples from population b) Population scattered over a wide area

c) Geographical areas selected as sampling units d) Sampling units consist of population elements A. 1d, 2c, 3b, 4a B. 1c, 2d, 3b, 4a C. 1b, 2c, 3d, 4a D. 1a, 2c, 3d, 4b Arrange the following steps in hypothesis testing in the right sequence and select one of the answers given below 1. Comparing the probability 2. Calculating the probability 3. Selecting a random sample & computing an appropriate value 4. Deciding the distribution to use 5. Making a formal statement 6. Selecting a significance level A. 5, 6, 4, 3, 2, 1 B. 6, 5, 4, 3, 2, 1 C. 5, 6, 4, 1, 2, 3 D. 5, 6, 4, 2, 3, 1 7 Match the following sets and select one of the answers given below Set A 1. Cross tabulation 2. Multiple regression 3. Perceptual mapping 4. Conjoint analysis Set B a. Choices between attributes b. Comparison of competing firms on key attributes c. Effect of other variables on dependent variable d. Examination of variables for possible relationships A. 1d, 2c, 3b, 4a B. 1c, 2d, 3b, 4a C. 1a, 2d, 3b, 4c D. 1a, 2c, 3d, 4b