(1) Multiple Choice Questions (MCQs);

(a) Research design strategy encompasses all of the components below

except

(1) Data collection design () Sampling design () Instrument

development (iv) Data analysis

(b) The research which is "unstructured, qualitative, highly flexible "is called as

(1) Causal (i) Exploratory () Descriptive (iv) None of the above

(c) Census comes under which research?

(1) Causal (ii) Exploratory (iii) Descriptive (iv) Preference

(d) Detail blueprint of research is called as

(1) Research proposal (i) Research design (ii) Data collection iv) Hypothesis

(e) Advance plan of research is called as

(1) Research process (i) Research design (ill) Research proposal (iv) Data collection

(f) Which of the following is true regarding causal research?

(i) Causal research is the questions of who, what, where, when, and how. (l) Causal research is
informal and unstructured. (iii) Causal research isolates causes and effects. (iv) Causal research
describes marketing phenomena. e. Causal research is the seventh step in the

marketing research process.

(g) The objective of research is to gather preliminary information that will help define the problem
and suggest hypotheses.

(i) Exploratory (ii) Descriptive (iii) Causal (iv) Primary

(h) What is research design?

(1) A way of conducting research that is not grounded in theory (ii) A choice between qualitative and
quantitative methods (iii) The style in which you present your research findings (iv)

A framework for every stage of the collection and analysis of data is to provide insights into, and an
understanding of, the problem confronting the researcher. (1) exploratory research (ii) conclusive
research (iii) causal research (iv) descriptive research

(1) The primary objective of

(1) Which of the following statements is not true about exploratory research?

(1) It is flexible. (ii) It is a pre-planned and structured design. (iii) It is versatile. (iv) It is often the
front end of total research design.

is a type of conclusive research that has as its major objective the description of something
characteristics or functions. usually market

(1) Exploratory research (1) Conclusive research (iii) Causal research (iv) Descriptive research

(1) Which of the following is not a type of research design?

(1) Exploratory research (ii) Causal research (iii) Descriptive research (iv) Research data

(m) Advantage of Research design is (1) Ensures project time schedule. (ii) Helps researcher to
prepare

himself to carry out research in a proper and a systematic way. (iii)

Helps in proper planning of the resources and their procurement in

right time (iv) All of the above

(n)

his chap

Importa

research design provides answers to questions such as who, what, where and how, as they are
related to the research problem

(i) Exploratory research (ii) Conclusive research (iii) Causal research (iv) Descriptive research

(0) Causal research is used to

(i) Describe marketing problems or situations (ii) Quantify observations that produce insights
unobtainable through other forms of research (iii) Find information at the outset in an unstructured
way (iv) Test hypotheses about cause-and-effect relationships

(a) Interview is an example of which

(b)

data?

(i) Primary (ii) Secondary (iii) Both a and b (iv) None of the above as a method includes both 'seeing'
and 'hearing".
(c) In experimentation, the researcher can manipulate the variable and measure its effect on the
dependent variable.

(i) correlations (ii) Field (iii) Laboratory (iv) independent

Simulation is a process of conducting experiments on .............model representing a phenomenon.

(1) operating (ii) symbolic (iii) abstraction (iv) substitution.

(e) between a researcher and an informant.

(1) Contacting (ii) Data gathering (ii) Interviewing (iv) Demograph method collects the data from the
same am

(f) The--------respondents at intervals either by mail or by personal interview

(1) panel (ii) Personal (iii) Preparatory (iv) Introduction

(e) The Survey method involves sending

(1) mail (ii) post (iii) questionnaire (iv) personal delivery to the respondents

(h)-----questionnaires are those which pose definite and

concrete questions.

(1) Close-ended (ii) Structured (iii) Additional (iv) Flexible.

(1) A refers to the way or mode of gathering data.

Tool (ii) schedule (ili) obsolete (iv) Method

 data are first-hand information collected

(1) Primary (ii) Secondary (iii) Census (iv) Finance

(k) Flexibility is the chief advantage of the questionnaire

(i) Structured (ii) Unstructured (iii) Schedule (iv) Case

(a) Quota Sampling is equivalent to ------- sampling:

(i) Purposive Sampling (ii) Snowball Sampling (iii) Random Sampling

(iv) Stratified Sampling

(b) Which of the following is an example of non-probabilistic sampling?

(1) Simple random sampling (ii) Stratified simple random sampling

(iii) Judgment sampling (iv) Cluster sampling

(c) Study on Working Prostitutes or Current Heroin Users comes under which sampling method

: (i) Sequential Sampling (ii) Judgement Sampling (iii) Quota Sampling (iv) Snowball Sampling

(d) The Sampling method that divides target population into mutually exclusion and collectively
exhaustive sub-population is:

(i) Random Sampling (ii) Systematic Sampling (iii) Cluster Sampling (iv) Stratified Sampling

(a) SPSS package was launched in

(i) 1948 (ii) 1958 (iii) 1968

(b) SPSS stands for Statistical ------for Social Sciences.

(i) Practice (ii) Peer (iii) Package

(c) SPSS has a second sheet which is called view.

(1) core (i) data (ili) Variable

(d) SPSS software is

i)cheap (ii) copyright based (ii) Exclusive

(e) SPSS software is expensive

(a) The data collected from the primary and secondary sources are in nature.

(1) Stale (ii) New (iii) Raw

(b) There are----------- preparation stages necessary in either manual or computer processing.

(i) One (ii) Two (iii) Three

c) _______operation is usually done at this stage through which the categories of data are
transformed into symbols that may be tabulated and counted.

(1) Editing (ii) Coding (iii) Sorting

(d) A -------- is a graph with rectangular bars.

 (i) Scatter chart (ii) Bar chart (iii) Heat chart

(e) A is a type of graph that displays data in a circular graph.

(i) Bar chart (ii) Scatter plot (iii) Pie chart

(a) A research paper is a brief report of research work based on------

1Primary Data only ) Secondary Data only () Both Primary and Secondary Data (iv) Content Analysis

(b) Research Process is----

1 Collection of Data (i) Irrelevant Data (iii) Conceptual framewos (v) Drawing conclusions

(c) Literature review is Recap of the study

(i) Information (ili) Evaluation of the reseans (iv) Simple summary of the research

d) Literature review consists of

() Providing theoretical background Finding of the study () integral component of the research study
(iv) Research methodology

---------- is the first step in Research

() Formulating the Research Probiem ( Sampling Design () Dat Collection (iv) Choice of Research
Design

F) Making list of books, Journals websites comes under which step

() Literature Review (4) Data Collection (1) Forming Hypothes

(iv) Research design

----- is the last step in Research.

Analysis of data (i) Data Collection iii) Literature review iv) research report anaylsis

D) Research Report are of ……. types

(One) Two (ili) Three (iv) Different

E)-------- is essential for good report writing,

Poor English (i) Good English (l) Correct words

(a) Information of how buyers think about, use, or otherwise view brands, goods or services within
the context of their lives. There insights are typically derived through ethnographic methods.

(1) Consumer insight (ii) Resonance test (iii) Communication test (iv) Concept test

(b) A method of obtaining customer feedback that measures targets. markets' feelings and opinions
about a company's product, as well as that of the competing brand.

(1) Attitude study (ii) Embedded (ii) Resonance test (iv) Tracking Studies

(c) Tests but which audience members are asked if they recognize an ad or something an ad. These
are the standard cognitive residue test for print ads and promotion.(No Answer)

(1) Recognition tests (1) Communication test (ii) Recall tests (iv) Copy test
(d) A type of projective technique that offers consumers the chance to fill in the dialogue of cartoon
like stories, as a way of indirectly gathering brand information.

(1) Dialogue balloons (ii) Recognition (ii) Direct response (iv) Attitude test

(e) A type of developmental research designed to allow consumers to project thoughts and feelings
(conscious and unconscious) in an indirect and unobtrusive way onto a theoretically neutral
stimulus.

i) Projective techniques (ii) Tracking studies (iii) Recall tests

(f) Studies that document that apparent effect of advertising over time, assessing attitude change,
knowledge, behavioural intent, and self-reported behaviour. They are one of the most commonly
used advertising and promotion research methods.

(i) Tracking studies (ii) Attitude study (iii) Eye-tracking system

(iv) Recall test

(g) Survey based knowledge derived through questions about

consumers' activities, interests, and opinions (AIO). It is used to

help develop messages and target profiles of consumers.

(i) Lifestyle (AIO) research (ii) Recognition tests (iii) Recognitiontests (iv) IRI BehaviourScan

(h) A type of projective technique that asks consumers to tell a story about people depicted in a
scene or picture, as a way of gathering information about the brand.

(i) Story Construction (ii) Tracking (iv) Recognition

(1) Tightly connected to a context.

(i) Embedded (ii) Concept test (iii) Fieldwork (iv) Focus group.
 A brainstorming session with a small group of target consumers and professional moderator,
used to gain new insights about consumer response to a brand.

(1) Fieldwork (ii) Concept test (iii) Focus group (iv) Clique (J)

(k) A one-on-one interview with a consumer in which the interviewer probes to get at deeper
connections between brands, consumption practices, and consumers' real lives. They are typically in
the 0:30-to 1-hour.range.)

(i) Recognition (ii) Concept test (iii) Long interview (iv) Observation method

(1) A type of developmental research that seeks feedback designed to screen the quality of a new
idea, icing consumers as the final judge and jury.

(i) Recognition tests (ii) Recall tests (iii) Concept test (iv) Copy test

(m) Copy research method measuring actual behaviour of consumers through (1) Recall tests (ii)
Concept test (iii) Direct response (iv) Monadic

testing

n . --------- simulates real life. By focusing the respondents attention upon one product. It provide
most accurate and actionable information.

(1) Implicit memory measures (ii) Monadic testing (ii) Inquiry/

direct response measures (iv) Direct response

(o) A type of message assessment in which the goal is to ermine

what extent the message resonates or rings true with target

audience members

(1) Resonance test (ii) Concept test (iii) Recognition tests (iv) Direct

response

(p) Tests of how much viewer of ad remembers of the message, they are used to measure the
cognitive residue of the ad. These are the most commonly employed tests in advertising.

(1) Recognition tests (ii) Resonance test (ili) Recall tests (iv) Ordinal

test (q) Techniques used to obtain feedback that determines consumers recognition of products
(and thus marketing success), characterized by questions or tasks that do not explicitly make
reference to the advertisement in question. The perceived advantage of this type of test is a more
subconscious, unadulterated response.

(i) Recognition tests (ii) Implicit memory measures (iii) Inquiry/ direct response measures (iv)
Reaction test

(r) Copy research method that works by getting consumers to turn

dials (like/dislike) while viewing television commercials in a theatre

setting.

(i) Concept test (ii) Frame-by-frame test (iii) Resonance test (iv) Copy test

(s) A type of pretest message research that tries to identify specific thoughts that may be generated
by an advertisement.

(1) Thought listing (ii) Account planning (iii) Concept test

(iv) Consumer jury method

(t) Supplier of single-source data testing. (1) IRI BehaviourScan (ii) Fieldwork

(iv) Electroencephalogram

tests

(u) A type of physiological measure that monitors eye movements across print ads

. (1) Eye-tracking system (ii) Tracking studies (iii) Resonance test (iv) Galvanic test

(v) A type of protest message research that simply seeks to see if a message is communicating
something close to what is desired.

(i) Recognition tests (ii) Resonance test (iii) Communication test (iv) Brain Pattern Analysis

(w) The interpretation of certain biological feedback generated from viewers who are exposed to an
ad. Although physiological assessment has advanced with devices such as MRIS and PT scans, its
overall value is still questionable.

(i) Thought listing (ii) Physiological assessment (iii) Dialogue

balloons (iv) Hallo effect

(x) In a test, when the audience members indicate that they have seen an ad before.

(i) Recognition tests (ii) Resonance test (iii) Recall tests

(iv) Portfolio tests

(y) In---- Consumers are given six-eight advertisement

copies usually and then, they are asked about what they has seen

in each advertisement. The advertisements giving maximum recall

is considered the best.

(i) Fieldwork (ii) Recognition (iii) Qualitative test (iv) Portfolio test
(z) A research technique to draw out people's buried thoughts and

feelings about products and brands by encouraging participants to think in terms of metaphors.

Projective techniques (ii) Zaltman Metaphor Eliciation Technique (ZMET) (iii)

Communication test (iv) Direct questioning

(aa) A system by which, in contrast to traditional advertising research methods, an agency

assigns a coequal account planner to work alongside the account executive and analyze research
data. This method requires the account planner to stay with the same projects on a continuous
basis.

(i) Concept test (ii) Thought listing (iii) Account planning (iv) Qualitative testing

bb) Information provided from individual households about brand purchase, coupon use and
television advertising exposure by combining grocery store scanner data with TV- viewing data from
monitoring devices attached to the households television.

Concept test 2. Fieldwork 3. Order of merit list 4. Single source data

Cc ) Scores that are determined by testing an ad and then comparing the scores to those of
previously tested, average commercials of its type

(1) Recall tests (ii) Projective techniques (l) Normative test scoring

(iv) On air test

(dd) An example of a company that performs precognitive tests.

(1) Direct response (ii) Clutter testing (iii) Starch Readership Services (iv) Long interview

(ee) Copy testing is also known as

(i) Pre Testing (ii) Copy writing (iii) Concurrent testing (iv) Preview

(a) The first step in the marketing research process is:

(i) Defining the problem (ii) Gathering the budget necessary to conduct the research (iii) Establishing
the need for marketing (iv) Getting approva from top management to research

(b) In marketing research, the ------- phase is generally the most expensive and most subject to
error.

(1) Exploratory research (ii) Data collection (iii) Planning (iv) Data

(c) Which form of marketing research is flexible, allows for

explanation of difficult questions, and lends itself to showing

products and advertisements?

(i) Personal interviewing (ii) Observational research (iii) Online interviewing

interviewing (iv) Phone

Which method could a marketing researcher use to obtain information that people are unwilling or
unable to provide?

(i) Focus groups (ii) Personal interviews (iii) Questionnaires (iv) Observational research

(e) One of the main Objectives of Marketing is

(i) Understanding the needs of the costumer (ii) Understanding the needs of Ad agency (iii)
Understanding the functions of

Copywriting (iv) Understanding the process of Ad making

f) "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" this
definitaion is given by which whom

(i) AMA (ii) Philip Kotler (iii) Paul Green (iv) Donald Tull
 (g) Which of the following are categories of marketing research? (i) Pricing research (ii) Market
research (iii) Sales and distribution

research (iv) All of the above