TYBMM-Semester VI

Advertising and marketing research

Multiple choice questions

1.Research is

a. Searching again and again

b. Finding solution to any problem

c. Working in a scientific way to search for truth of any problem

d. None of the above

Answer: (C)

2."Marketing research is a systematic problem analysis, model building and fact finding for the purpose
of improved decision-making and control in the marketing of goods and services."

a. Philip Kotler

b. Paul Green

c. Donald Tull

d. American marketing association

Answer (a)

3._____________ need insight into the current market situation to get an idea what customers want.

a. Research

b. Product

c. Marketers

d. Consumer

Answer (b)
4.The essential qualities of a researcher are

a. Spirit of free enquiry

b. Reliance on observation and evidence

c. Systematization or theorizing of knowledge

d. All the above....

Answer: (D)

5.These are the form of human needs take as shaped by culture & individual personality.

a. Wants

b. Demands

c. Needs

d. Social Needs

Answer: d

6.___________ have different properties and to these properties we assign numerical values.

a. Dependent

b. Variable

c. Independent

d. None of the above

Answer (b)

7._____________ data collection methods are much more structured than Qualitative data collection
methods.

a. Quantitative

b. Qualitative

c. Primary

d. Secondary

Answer (a)
8.After concept testing, a firm would engage in which stage for developing and marketing a new
product?

a. Marketing strategy development

b. Business analysis

c. Product development

d. Test marketing

Answer: a

9.Which of the following is the first step in starting the research process?

a. Searching sources of information to locate problem.

b. Survey of related literature

c. Identification of problem

d. Searching for solutions to the problem

Answer: (C)

10._________________ is a proposition put for verification which may be right or wrong.

a. Hypothesis

b. Research

c. Primary data

d. Secondary data

Answer (a)

11. A research paper is a brief report of research work based on

a. Primary Data only

b. Secondary Data only

c. Both Primary and Secondary Data

d. None of the above

Answer: (C)
12.The essential qualities of a researcher are

a. Spirit of free enquiry

b. Reliance on observation and evidence

c. Systematization or theorizing of knowledge

d. All the above

Answer: (D)

13._______ hypothesis is denoted as "HO".

a. Alternative

b. Descriptive

c. Relationship

d. Null

Answer (d)

14. ____________ could be non-directional or directional, positive or negative, causal or simply

a. Descriptive

b. Relationship

c. Research

d. All of the above

Answer (b)

15.Who is the father of Modern Marketing?

a. Peter Drucker

b. Philip Kotler

c. Lester Wunderman

d. Abraham Maslow

Answer: b
16. _____________ can be concrete or abstract.

a. Descriptions

b. Observational

c. Case study

d. Survey

Answer (a)

17. _______________ seeks to find cause and effect relationships between two or more variables.

a. Primary research

b. Exploratory research

c. causal research

d. Secondary research

Answer (c)

18. ______________ reflects the characteristics of the population from which it is drawn.

a. sample

b. Design

c. Research

d. None of the above

Answer (a)

19. _______________sampling, the degree to which the sample differs from the population remains
unknown.

a. Probability

b. Sampling

c. Design

d. Non probability

Answer (d)
20. ______________ sampling is special non-probability method used when the desired sample
characteristic is rare.

a. Snowball

b. Sequential

c. Quota

d. Judgment

Answer (a)

21. ____________ sampling is the non probability equivalent of stratified sampling.

a. Convenience

b. Purposive

c. Quota

d. Snow

Answer (c)

22.The term marketing refers to:

a. Advertising, Sales Promotion, Publicity and Public Relational activities

b. A new product needs ideas, Developments, concepts and improvements.

c. Sales Planning, Strategy and Implementation

d. A philosophy that stresses customer value and satisfaction.

Answer: d

23._______________variable (sometimes called a mediating variable) is a hypothetical variable used to

a. Intervening

b. Dependent

c. Independent

d. Moderating

Answer (a).
24. ________ form the basis for testing the hypothesis formulated in a study.

a. Null

b. Snow

c. Data

d. All of the above

Answer (c)

25.Today, marketing must be understood in a new sense that can be characterized as:

a. “Get there first with the most.”

b. “Management of youth demand.”

c. “Satisfying customer needs.”

d. “Telling and selling.”

Answer: (c)

26. Questionnaire is a :

a. Research method

b. Measurement technique

c. Tool for data collection

d. Data analysis technique

Answer: (C)

27. ___________sources are original sources from which the researcher directly collects data that have
not been previously collected.

a. Secondary

b. Primary

c. snow ball sampling

d. None of the above

Answer (b)
28. ___________'' sources consist of not only published records and reports, but also unpublished
records.

a. Secondary

b. Primary

c. snow ball sampling

d. None of the above

Answer (a)

29. ______________ involves gathering of data relating to the selected research by viewing and/or
listening.

a. Experimentation

b. Observation

c. Face to face

d. Telephonic

Answer (b)

30. _______________ is the only method, which can show the effect of an independent variable on
dependent variable.

a. Participants

b. Non participants

c. Experiment

d. All of the above

Answer (c)

31. _____________ is a recent research technique; but it has deep roots in history.

a. Interview

b. Simulation

c. Sociometry

d. Survey

Answer (b)
32. ________________ may be us either as a main method or as a supplementary one in studies of
person.

a. Stimulation

b. Survey

c. Snow ball sampling

d. Interviewing

Answer (d)

33. The basic characteristic of the ____________ is successive collection of data on the same items
from the same persons over a period of time.

a. Preparation

b. Panel method

c. Group interview

d. closing the interview

Answer ( b)

34. ____________ is another method of collecting primary data.

a. Survey

b. Panel

c. Interview

d. Face to face

Answer (a)

35. _________________ is a commonly used and frequently abused tool for gathering a variety of data.

a. Face to face

b. Telephonic

c. Case study

d. Questionnaire

Answer (d)
36. ______________method focuses on one case, or perhaps a small number of related cases, from
which the researcher seeks a lot of detailed information.

a. Questionnaire

b. Sociometry

c. Case study

d. All of the above

Answer (c)

37. _____________is essential for an advertising

campaign to achieve maximum success.

a. Experimental Research

b. Out door media

c. Advertising Research

d. Marketing Research

Answer (c)

38. ______________ is an attempt in identifying early on potentially successful products.

a. Concept testing

b. Copy research

c. Screening test

d. Pre market test

Answer (a)

39. _____________ Tests present concepts to consumers for evaluation.

a. Copy test

b. On air test

c. Off air test

d. Pre-Market Concept

Answer (d)
40. ____________ are particularly useful for getting the story behind a participant's experiences.

a. Survey

b. Questionnaires

c. Interviews

d. None of the above

Answer (c)

41. _____________ plays the key role in conducting the focus group.

a. Moderator

b. Research scholar

c. Guide

d. None of the above

Answer (a)

42. _____________ test is aided recall tests having history of seventy years.

a. Recall

b. Recognition

c. Aided recall

d. Unaided recall

Answer (b)

43. _____________is more demanding and difficult then recognition.

a. False claiming

b. Recognition

c. Recall

d. All of the above

Answer (c)
44. ____________ puts the data in order from the highest to lowest, form the most to least.

a. Nominal

b. Ordinal

c. Ratio

d. interval

Answer (b)

45. ___________ scale represents the lowest level of measurement.

a. Nominal

b. Ordinal

c. Ratio

d. interval

Answer (a)

46. _______________ means drawing inferences from the collected facts after an analytical study.

a. Marketing

b. Research

c. Data

d. Interpretation

Answer (d)

47. _______________ techniques on their own can't fully explain consumers' responses.

a. Projective techniques

b. Neuroscience

c. Print pretesting

d. None of the above

Answer (b)
48. Research is sometimes defined as the application of scientific method in the solution of marketing
problems.

a. Marketing

b. Advertising

c. Promotion

d. Sales

Answer (a)

49. _______________ research is a part of marketing research that yields information about desired
characteristics of the product or service.

a. Product

b. Marketing

c. Advertising

d. Promotion

Answer (a)

50. _____________ and branding are treated as two components of product research.

a. Packaging

b. Product

c. Promotion

d. All of the above

Answer (a)