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Marketing Research (MKTE008)
Q1. Which attitude measurement technique consists of getting respondents to react to
some concept using a series of 7 point bipolar rating scale?
a. Semantic Differential
b, Numerical Scale
¢. Composite Scale
d. Graphic Rating Scale
Q2. If a researcher is interested to know if the consumers like a newly launched brand of
cookies, he should measure.. a
a. Motivation
b. Personality
Behaviour
4.
Q3. Which of the following phases of information management process is not a part of the
marketing research process?
a. Specifying the information needed
b. Collecting Information
¢. Analyzing Information
qd.
Q4. An approach to question sequencing that gets its name from its shape starting with
broad questions and progressively narrowing down the scope
a. Question Order Bias
b. Branching Question
©
d. Double Barreled Question
Qs. wi
of the following may be a disadvantage of secondary data?
a. It may be lacking in accuracy
b. It may not be appropriate for the current research problem
c. Itmay not be completely current
4. All of These
6. An observation that is very different in magnitude from the rest of the observations
for a particular variable is
a. Error
b. Blunder
«Outlier
d. DeviantQ7. The process of editing involves...
a. Categorizing the Data
b. Counting the number of cases that fall into various categories
«
d. Transforming raw data into symbols
8. The Zero scale value found when measuring marketing variables,
b. A point of no profit no loss
¢. APoint of zero magnitude
d. None of These
9. As compared to primary data, secondary data are collected.
a. Rapidly and easily
b. Ata low cost
c. Ina short time
d
Q10. A subgroup of elements of the population selected for participation in the study is a
a, Sub population
b. Sampling Frame
©
d. Target Population
Q11. A research report can be tailor made for their readers by.......
a. Paying attention to technical sophistications
b. Their interest in the subject area
¢. The circumstances under which they will read the report
4. Allof These
Q12. Research that is conducted to support a position rather than to find the truth about
an issue is.
a. Snugeing
b.
¢. Marketing Research
d. Marketing Research Ethics
Q13. As compared to primary data, secondary data are........
a. Accessibleb. Economical
c. Available
4. Allof These
Q14. If the response is not matching the researchers pre-conceived n¢
Twists the facts
a
b.
c. Change the facts according to his perception
d._ Ask for fresh research
n, he must
Q15. One of the quickest and most economical ways to discover hypothesis is
through.
a. Asample Survey
b, Use of a Panel
¢. Experience Survey
d.
Q16. A literature search is a type of .
Casual Approach
a
b.
. Experimental Research
d. Descriptive Research
Q17. One of the reasons marketers need better intelligence today is due to...
a. Consumers
b. Manufacturers
c. Employees
d. None of These
Q18. If a marketer wants to establish the exact impact of the increase in advel
20% on the sales of that product, he should use. research
a. Exploratory
b. Descriptive
«Casual
d, Secondary
19. Which of the following is false for a research report?
The research report is end product of research process
The report reader is main reason to prepare research report
The research report criteria of completeness, accuracy, clarity and conciseness are
related
aogeQ20. Is Marketing research used only by large marketing business?
a. Yes, small organizations do not use marketing research
b. No, itis used mainly by individuals & small business
c
d._ Yes, only large marketing business use marketing research
Q21. A recruiting Script iS AM ....s.s.ereeem
a. Introduction to a questionnaire
b. Method of statistical analysis
¢. List containing respondent details
d. Type of rating scale
Q22. Personality refers to ..... . of an individual
a. Traits and Mannerisms
b. Age & Education
. Financial Background
d. Demographic Background
Q23. Example of processed data is.
a. No. of visitors toa store
b. CCTV recordings of shopper visits
Table from surveys
d. Customer Comments
Q24, Research on customer satisfaction/service quality is essential due to which of the
following?
a. To understand customer's perceptions
b. For an effective ongoing telephone interviewing program
¢. Tohelp companies step back from the day-to-day hustle
d. Allof These
Q25. A draw of lots
a
b,
©
4.
a typical example of a......... sample
Snowball
Cluster
Quota
nua Research is used to define problems & suggest hypotheses
2. Descriptive
b. Primary
Casuald. Secondary
927. A..
high value in 2°¢
b. Negative Correlation
. No correlation
d. Zero Correlation
reflects tendency for high value in one variable to be associated with
28. A common use of demographic and socio-economic data in marketing is
a._Discover
¢. Identifying market segments
d. Understanding brand awareness
1g Motivation
Q29. Which subjects are observed in an environment that has been specifically designed
for recording their behavior, environment called.
a. Natural
cc. Human.
d. Mechanical
30, What is Research design?
a. A method of defining the research objective
b. The choice between using qualitative or quantitative methods
c. A framework for every stage of collection & analysis of data
O31. eneninee Require a large field force
a. Mail surveys
c._ Internet Surveys
d. Telephonic Surveys.
Q32. Data from government agencies, directories of industries, information reports
published by industry confederations are all a part of the company$.w.uu.
a. Internal secondary data
b. Internal primary data
d. External primary dataQ33. To what extent is usage of hair oil associated with demographic characteristics of
consumer? This question can be best answered througt
34, “Do you use the mobile app of ICICI bank?”- Which type of question is this?
b. Leading Question
. Double-Barreled
d. None of These
Q35. Most
programs is to.
ly purpose of most of the consulting businesses using database software
a. Design company stationery
¢. Prepare governmental reports
d. Monitor accounting functions
Q36. Which of the following characteristics
report?
's should not affect the content of the research
a. The reader’s technical sophistication
b. The circumstances surrounding research
c. The intended use of report
37. a sampling procedure which relies primarily on i
obtain a list of more respondents
b. Simple random sampling
¢. Convenience sampling
d. Judgmental sampling
ial respondents to
38. can help define the population, select the sample & define the parameters of
primary research
a. Primary data
b. Secondary data
d. Sample DataQ39. Which of the following is an example of the observation method of collecting
primary data?
a, Administering a questionnaire to shoppers in supermarket
¢. Asking shoppers which brand they notice first in a shelf display
d. Conducting telephonic survey to determine which brands are preferred
Q40. The most appropriate description of quantitative research would be
a. The collection of non-numerical data
¢. Research that is exploratory
d. Research that attempts to generate a new theory
Q41. A self report technique for attitude measurement in which respondents indicate
their degree of agreement or disagreement with each of the given statement/s
a. Semantic differential scale
b. Comparative rating scale
¢. Graphic rating scale
Q42. Which of the following is/are an advantage of online surveys?
a. Higher respondent base
b. Better response rate
c. Centralized data collection
43, Customer satisfaction survey results are least useful as...
a. ABusiness Incentive
b._An input to set business objective
d. An input to set the corporate culture
Q44, When a pest-control business decides to use marketing research to help it solve a
problem, the pest-control business should make sure that it
b. Asks the researcher to gather as much data as possible
¢. Authorizes researcher to spend whatever amount is needed
d. Let's researcher decide whether business has a problem
Q45. The number of “Fours and Sixes” in a cricket match is measured on a(n):b. Interval scale
c. Ratio scale
d. Nominal scale
Q46. A researcher is interested to determine if the observed frequency pattern
corresponds to the expected pattern for a set of nominal data. This technique is known as-
Frequency analysis
c. ANOVA
d. Regression analysis
Q47. Data collection method that provides the fastest turnaround i
a. Fax survey
b. Mail survey
d. Mall interviews
Q48. A test market in which the company sells the product through its normal distribution
channels is called a -—-——-—
b. Simulated test market
c. Controlled test market
d. Electronic test market
49. Which type of questions are free answer questions?
b. Close ended
c. Dichotomous
d. Monadic
Q50. Which types of measurement used to group respondents are refered to as.
categorical measures?
a. Nominal and interval
c. Ordinal and ratio
4. Interval and ratio
Q51. An interview conducted by a trained moderator among a small group of respondents
in an unstructured and natural manner is a (n)-~
a. Survey
. Delphi technique
d. Ethnographic study
Q52. Which of the following is a random sampling technique?
b. Convenience samplingcc. Judgement sampling
d. Quota sampling
Q53. Two-way mirrors, hidden cameras or inconspicuous mechanical devices may be used
when performing-
2. Undisguised observation
b. Disguised observation
c. Contrived observation
d. All of these
|s the process of transforming raw data into symbols
a. Optical scanning
b. Editing
c. Data entry
as.
5S. If relatively little is known about the phenomenon which is to be investigated,
. research is needed
b. Descriptive
Casual
d. Longitudinal
Q56. When it is necessary to go beyond inferring that two or more variables are related
and the researcher has to show that one variable determines the value of another,
. Research must be used
a. Exploratory
c. Casual
d. Secondary
Q57. Research that is
sold in open market is known as
a. Descriptive
b. Exploratory
lar client, but is designed to be
d. Casual
Q58. A study carried out among a fraction of people of interest to the researcher, is called
a
a. Census
b. Sample study
d. Population framework
Q59, Which correlation is the strongest?
a. 0.1
b. -0.95name IS inspired by the practices of social and cultural anthropology
2. Projective techniques
©. Observation
d. Case studies
Q61. Managers believe that the hardest step to accomplish successfully in the marketing
research process is the one where the marketing manager has to...
b. Interpret and report the findings
¢. Develop the research plan for collecting information
d. Implement the research plan and collect and analyze the data
Q62. The most versatile type of question format used by researchers is the
a. Fixed alternative question
b. Multiple choice question
d. True/false question
Q63. Accuracy in a report refers to
a. Correct terminology
b, Mathematical accuracy
¢. Grammatical accuracy
4. Allof these
Q64, The basic purpose of marketing research is .....
a. To develop a new product
b. To identify the needs of customers
d. Data collection
Q65. A mall-intercept study is a typical example of a ..
b. Judgement
©. Snowball
d. Random
Q66. Which of the following can be used to measure knowledge of an advertisement?
a. Unaided recall
b. Aided recall
c. Recognition
4. Allof these
ig the popu
\n of interest for a research project depends on ..a. The location of the population
b. The nature of the population
d. The size of the population
Q68. A list of all the members of the en
population or universe is referred to asa
a. Sampling unit
b. Sampling frame
d. Population framework
69. A(n).. an unstructured, direct, personal interaction in which a single
respondent is probed by a highly skilled interviewer to uncover underlying motivations,
beliefs, attitudes and feelings
a. Depth interview
b. Ethnographic study
c. Association technique
d. Focus group
70. Is a sampling procedure in which each unit has a chance equal to the
size of the segment it represents
a. Stratified random sampling
c. Convenience sampling
d. Cluster sampling
Q71. The most unlikely purpose of MR would be
a. To generate, refine and evaluate marketing actions.
b. To identify and define marketing opportunities and problems
d. To justify previous marketing decisions
Q72. Most
ely error in using secondary data effectively is...
a. To combine it with other data
b. Toevaluate its usefulness
¢. Tolocate it via people
Q73. A sampling frame i
9. Any complete group of entities that share some common set of
characteristics
An individual member of a population
‘An investigation of all the individual elements that make up a population
aoQ74. To measure the respondents “age, the highest level of measurement suggests using
enenene BND B snes SCALE
b. Age categories; ordinal
c. Age categories; nominal
d. Open-ended item; nominal
Q75. The process of checking and adjusting data for omissions, consistency & legibility, is
known as
a. Interpretation
b. Data integrity
d. Coding
Q76. Which of the following is not included in internal records?
a, Records of manufacturing activities
b. Customer service records
c._ Sales and marketing records
Q77. Descriptive research is conducted for all of the following reasons except
a. To describe the characteristics of relevant groups such as consumers, sales
people, markets etc.
b. To determine the potential customers of a product,
¢. Tounderstand which variables are the cause and which are the effect
Q78. Which of the following scales is reflected by an attribute of an object that represents
a non-ordered classification?
b. Ordinal
cc. Interval
d. Ratio
Q79. Who our respondent is and what his profile is, will dictate the
a. Wording
b. Tone
c. Structure of questions
80. is a statement that specifies how two or more measurable variables are
related
b. Standard test mark
c. Descriptive research
d. Exploratory researchQ81. Involve(s) observing behaviour as it takes place in the environment
a. Artificial observation
c. Simulated observation
d. Allof these
Q82. may be measured in units that may not be appropriate for the current research
problem
a. Primary data
c. Sampling data
d. Allof these
Q83. The degree of error which is an estimate of a population parameter is called as
b. confidence
c. census
d. Directory
Q84, An error that arises during editing, coding or data entry is called a(n).
a. Gaffe
b, Blunder
. codebook error
d. Outlier
Q85. The type of research which is least concerned about generalizing its findings is
a. Quantitative research
©. Mixed research
d. None of these
Q86. The type of research used to describe things such as the market potential for a
product is called
2. Descriptive Research
b. Causal research
c. Exploratory research
d. Experimental research
Q87. How have focus groups been used in market research studies?
a. To distribute questionnaires
b. To discuss research methodology
d. To calculate market shares of the biggest brands
Q88. Which method of questioning is the most appropriate in a case when lengthy,
complex and varied questions need to be asked?
a. Mail questionnaire
b. Telephonic interviewd. Internet survey
89, What is the main difference between a focus group and a depth interview?
¢. There is no moderator present in a focus group
d. Focus groups save more time and money
Q90. Which form of measurement represents absolute meaning?
a. Nominal scale
b. Ordinal scale
c. Ratio scale