Marketing Research - 9

Question Constant Sum Scale (assigning points) can be used for :-
Correct Answer How different household would spend a fixed amount in a
Month , How different household would spend a fixed amount on entertainment
, How different respondents spend their Sunday
Question Through cluster analysis objects/cases are classified into
relatively________ group called cluster. Homogeneous
Question In MDS, when input data is ratio scaled, it is called as
non-metric MDS. Correct Answer False
Select The Blank
Question In Snowball sampling, (samples selected based on the initial
set of samples) initial sample sizes selected using probability methods but
additional units are obtained through information supplied by initial units
called________. Correct Answer Referrals
Question The producers in the sellers' market are also forced to take
decisions based on the market information because
Correct Answer The resources are scarce
Question Complete________ of respondent and secrecy of data should be
maintained. Correct Answer confidentiality
Question SIRDO is the abbreviation of?
Correct Answer Small Industries Research & Development Organization
Question Main features of Technical Report are :-
Correct Answer Minute details of planning data collection, Analysis
Interpretation
Question ________ can be used for the diagrammatic rating scale. Correct
Answer Pictures
Question Mean or average value is used to estimate when data have been
collected using :- Correct Answer Interval or ratio scale
Question ________ type of question allow response in affirmative or
negative. Correct Answer Dichotomous [yes / No]
Question In Conjoint analysis, the assumption is that an individual is
Incapable of ranking options on basis of some criterion. Correct Answer
False
Question Which of the following is the source of Internal Published
Data?
Correct Answer Chairman's Statement
Question The impact of promotional slogans on the consumers can be
studied With Correct Answer Association technique
Question In hierarchical method of cluster analysis is again divided
into
Correct Answer Centrioid method, Linkage, Variance
Question Market Research is a ________ industry in India. Correct
Answer Growing
Question In resources for marketing research skilled staff plays an
important role in :- Correct Answer Maintaining data, Dealing with
different situation and Problems, Timely completion of research
Question Specialized techniques of Market Research include :-
Correct Answer National Readership survey , Forced Exposure test ,
Consumer Panels
Question A questionnaire can be filled through different means like :-
Correct Answer Observation, Personal interview , Telephone interview
Question Position Bias is a possibility in ________Questions. Correct
Answer Multiple choice
Question National Bureau of economic research publishes data for
lagging, Coincidental and leading indicators based on ________. Correct
Answer 350 time's series
Question Multidimensional scaling, does not explain:- Correct Answer
Perception about the brands
Question The objective of Questionnaire design is to seek consistency
with
Correct Answer Method of data collection , Research objective ,
Respondent's willingness to answer questions on the subject
Question In conjoint analysis ranking involves complex trade offs.
Correct Answer True
Question In absence of proper________ the market research becomes a data
collection exercise. Correct Answer Problem Definition
Question Quota controls are used for National Panel Studies. Correct
Answer True
Question Which of the following represents a sampling error ?
Correct Answer Selected sample not representative of the population
Question Close ended Questions are time consuming and costly exercise.
Correct Answer False
Question A good Research Design should ensure that the data is gathered :-

Correct Answer Accurately , Timely , Economically
Question In pre launch research of Pharmaceutical products, it is
conducted
for Correct Answer Clinical trials under controlled parameters for
efficiency and side effects

Question Reports printed by the professional bodies are external
unpublished data. Correct Answer False

Question Bibliography contains ________.
Correct Answer Information of references and secondary data

Question Dichotomous form of questions can be observed in :-
Correct Answer Branching questions , Qualifying questions , Opening
questions
Question Identify the Close ended question type :-
Correct Answer Scales
Question The ________ has set up districts and boundaries based on
homogeneity of socio-cultural parameters.
Correct Answer State Re-organization Commission
Question Market Research is done to
Correct Answer Explore the Opportunities
Question "Structured"/ "Unstructured" Questionnaire is a classification
based on the :-
Correct Answer Degree of formality
Question In data analysis simple tabulation shows the distribution of
:-
Correct Answer One variable at a time
Question The questionnaire design is a process involving :-
Correct Answer 10 steps
Question Mean or average value is used to estimate when data have been
collected using :-
Correct Answer Interval or ratio scale
Question The objectives of marketing research are
Correct Answer To understand the consumer needs and wants , To explore
the new markets , To analyze the competitors

Question Diagnostic methods of sales forecasting are :-
Correct Answer Munshi Forecasts , Last Horse method , Delphi method

Question Top of mind recall is observed in :-
Correct Answer Attitude Research

Question The efficiency of OTC products is checked by ________ ONLY
Correct Answer Manufacturers
Question Sales representative work load depends on average order size.
Correct Answer True

Question Specialized techniques of Market Research include :-
Correct Answer National Readership survey , Forced Exposure test ,
Consumer
Panels

Question ________must cover all possible contingencies.
Correct Answer Branching questions

Question In exploratory research, the sample is very large and represents
a
class. Correct Answer False

Question This question is based on the case study of "REVIVAL OF THREE
STAR HOTEL". The Hotel was experiencing a decline in business. The
Management decided to attract business executives as :-
Correct Answer There was a decline in occupancy in the hotel
Question The responses for the 'education' of a respondent can include
Correct Answer Not disclosed , Illiterate , Literate without formal
schooling

Question Semantic differential scale is only three point rating scale.
Correct Answer False

Question Market Research & Marketing Research can be used
interchangeably.
Correct Answer False
Question This question is based on the case study of "THE BOOKSHOP".
What
facilitated the idea of starting a copy service ?
Correct Answer Availability of the shop next door on lease

Question A good Research Design should ensure that the data is gathered
:-
Correct Answer Accurately , Timely , Economically

Question Ethics in Marketing Research underline the three basic
responsibilities that includes :- Responsibility towards the respondent ,
Responsibility towards the client , Responsibility towards the researcher

Question Range is the simplest measure of calculation of mean.
Correct Answer False

Question While determining the interviewing process, the researcher is
confronted with :- Correct Answer Ascertaining the communication media

Select The Blank
Question Long form of NDDB is ________.
Correct Answer National Dairy Development Board

True/False
Question A Specific change in lifestyle is indicated through Demography
Correct Answer False

Question In cluster analysis linkage is based on ________distance or
neighbor rule Correct Answer Minimum
Question The person conducting pharma research should be well qualified so

that not to waste Doctors time.
Correct Answer True

Question Taking the responses on which political party will win the
upcoming election is known as ________.
Correct Answer Opinion Poll

Question In regression analysis, dependent variables must be measured on

nominal scale. Correct Answer False

Question Factor loading is the correlation between a factor and a
variable
in a factor analysis. Correct Answer True

Question A list of population members used to obtain a sample is known
as
the:- Correct Answer Sampling frame

Question In trend analysis Y= L x S x C x I where Time = long term
movement, seasonal and cyclical and irregular.
Correct Answer False

Question While formulating the research purpose the following points
should
be taken into consideration :-
Correct Answer What are the problems or opportunities? , What are the
decision alternatives? , Who are the users of the research?
Select The Blank
Question Respondent's imagination is tested in ________.
Correct Answer Rorschach test Inkblot

Multiple Choice Multiple Answer
Question Which are the Export Promotion Councils?
Correct Answer Cashew Export Promotion Council , Handloom Export
Promotion
Council , Gem & Jewellery Export Promotion Council

Question The producers in the sellers' market are also forced to take
decisions based on the market information because
Correct Answer The resources are scarce

Question What are the various subparts of research objectives?
Correct Answer Research Questions , Hypothesis Development , Research
Boundaries

Marketing Research - 8

Question Correct Answer Your Answer

. Determine the specific data to be sought Statement of
research purpose
. Questionnaire structure Funnel approach
. Physical characteristic of questionnaire Typography
. Pretesting Eliminate flaws

Multiple Choice Multiple Answer
Question Which are the New Delhi based Research Institutions?
Correct Answer NRDC , CSIR , Cement Research Institute of India

Question The National Readership Survey(NRS) investigates :-
Correct Answer Readership by income levels , Readership by Duplication ,

Readership per copy of publication

Question A specific change in lifestyle is indicated by ________
Correct Answer Psychographics

Question Correct Answer Your Answer

. Cluster Analysis Relatively homogeneous
group

. Regression analysis Relationship between given
variable and no. Of other variables
. Co joint analysis Optimum product design
application

. Factor Analysis A class of procedures for
data reduction and summarization

Question Report presentation methodology deals with :-
Correct Answer Research design, technique employees and justification
Your Answer Research design, technique employees and justification

Question What is the significance of report?
Correct Answer Quality of report is adjudged by a report , Lead to
appropriate actionable policies and decisions. , For future references as
secondary
data

Question Which of the following are the types of Sales and Market
Research?
Correct Answer Market Share Analysis Study , Market Characteristics
Study ,
Establishment of Quota and Territories

Question Vendor evaluation has to be done to select best vendor for :-
Correct Answer Price , Reliability , Credit


Question Following are the characteristics of Factor analysis :-
Correct Answer Uses an advance forms of co-relation analysis to the
responses , Variables that are interrelated and similar are reduced to
smaller numbers
of uncorrelated factors. , The model is primarily based on liner
relationship
through which factor loading is derived.

Question Market Research is done to
Correct Answer Explore the Opportunities

Question The objectives of marketing research are
Correct Answer To understand the consumer needs and wants , To explore
the
new markets , To analyze the competitors

Question In the Funnel approach, specific questions come first and
general
questions later.
Correct Answer False
Question The client or organization should answer the queries of cost
v/s
benefits of research.
Correct Answer True

Question Correct Answer Your Answer

. Post launch research Usage and attitude
. Target respondents Doctors
. Sampling procedure Area sampling
. Pre launch research Clinical trials and
formulations


Question For the semantic differential scale the central point of the
scale
is a ________.
Correct Answer Neutral Point

Question Getting the response for television viewership from a group of
respondents over the period of six months is an example of consumer panel
survey.
Correct Answer True

Question This question is based on the case study of "BOOK JACKET". The
Publishers found that the market ________.
Correct Answer Was biased towards higher socio-economic group

Question Market Research involves
Correct Answer Collection and Analysis of Data

Question Corollary data in market analysis research is :-
Correct Answer Data related to the product but not about the product

Question Report should be terse and concise.
Correct Answer False
Multiple Choice Multiple Answer
Question A Questionnaire :-
Correct Answer Is an instrument for seeking and recording data ,
Motivates
a respondent to respond , Facilitates data processing

Match The Following
Question Correct Answer Your Answer

Skewness Symmetric distribution about mean
Array Numerical sequence either ascending or
descending

Simple Tabulation One variable distribution
Cross Tabulation Relationship between two or more
variables


Multiple Choice Single Answer
Question Top of mind recall is observed in :-
Correct Answer Attitude Research

Question Projective technique is a subtype of open ended question.
Correct Answer True

Question Sampling in which each element has known chance for inclusion in

the study is known as Probability Sampling Correct Answer True

Multiple Choice Multiple Answer
Question Factors affecting consumer decision process include :-
Correct Answer Economic factors , Intrinsic factors , External factors

Select The Blank
Question Kurtosis is measure of ________ or flatness of curve defined by

the frequency distribution. Correct Answer Relative peaked ness

Multiple Choice Multiple Answer
Question Multidimensional scaling consist of :-
Correct Answer Attribute data , Non attribute data , Similarity and
preference
Question The respondent is shown clippings of advertisements in which
Brand
names are deleted. He is then asked to identify the Brand and the media
where
it appeared. This is known as :- Correct Answer Recognition Test

Question In data analysis simple tabulation shows the distribution of :-

Correct Answer One variable at a time

Question Questionnaire Design is the Integral part of Research Design.
Correct Answer True
Your Answer True

Question Which of the following are the research obligations to the
client?
Correct Answer Honest and clear reporting , Briefing regarding study
limitation , Explanation of Report Conclusions and aiding client's
application

Question Informal interview is a ________ format of data collection.
Correct Answer Unstructured

Question Which are the Export Promotion Councils?
Correct Answer Cashew Export Promotion Council , Handloom Export
Promotion
Council , Gem & Jewellery Export Promotion Council

Question The respondent marks on a continnum between extremes his/her
feelings towards an object. This represents
Correct Answer Scaling techniques

Question Which is the journal available for footware?
Correct Answer Journal of Leather Technologists Association

Question This question is based on the case study of "RESEARCH ON
CONSUMER PRODUCTS ". The company did not have any major threat from
competition in the Indian market.
Correct Answer False

Question Factor loading is the corelation between :-
Correct Answer A factor & a Variable

Question Identification of Target Population is facilitated by :-
Correct Answer Well defined research objectives , Alternative,
reasonable/target population definitions , Specifications for exclusion in
target
population
Multiple Choice Single Answer
Question "Self Administered" personal interviews are those in which :-
Correct Answer The respondent fills the questionnaire

Marketing Research - 7

Question ________ translates information needs into a set of questions that
a respondent can answer.
Correct Answer A Questionnaire

Question Pie chart is a round chart divided into sections denoting ________
associated with each value.
Correct Answer percentage

Question In industrial product research the research methodologies adopted
are :-
Correct Answer In-depth interviews , Surveys , Application Research

Question In ________ method the research analyst is not concerned with
cause and research relationship.
Correct Answer Diagnostic

Question Recall level of Niram Advertisement can be found out by doing :-
Correct Answer Advertisement Effectiveness Study

Question When company prepares a long range plan it is unpublished internal
source of information.
Correct Answer True

Question Which publications can be used for research on automobile
industry?
Correct Answer Auto spark , Automobile Reporter , Auto Age

Question In mail survey, the questionnaire is ________.
Correct Answer Self administered

Question The ________ uses a cartoon format in which one of the characters
is represented as saying something.
Correct Answer Roseinweig test

Select The Blank
Question A factor's eigne value is the sum of________ of factor loading.
Correct Answer Square

Question ________ research describes some aspects of market
Characteristics.
Correct Answer Descriptive

 Marketing research Is not a substitute but an Aid to Judgement.
Steps involved in Market research: -
1. Define research purpose / problem
2. Define the research Objective
3. Estimate the value of Information
4. Select the Research Approach
5. Apply research Tactics
6. Compare cost and timings
7. Collect data
8. Analyze and Interpret collected data
9. Make recommendations and conclusions

EXPLORATORY research: - general overview of the situation but don't have any data available.
a. Personal interviews
b. Industry expert views
c. Existing secondary data
d. Qualitative research
e. Pilot survey

DESCRIPTIVE – need to obtain very specific picture of the market. Methods used:
Secondary data
Survey
Panels

CASUAL – one variable causes or determines the value of the other variables.
Similar like Lab Experimentation.

Motives – are internalized factors that cause people to behave the way they do.

SECONDARY SOURCES –
• Consumer inputs
• Industrial users
• Research reports

RATIO SCALES:

1) Respondents to indicate their choice by selecting from the options provided –ITEMISED RATING SCALE
2) Respondents to rate the set of items according to their importance – RANK ORDER SCALE
3) Assign points according to their importance – CONSTANT SUM SCALE
4) How much they agree or disagree with the set of statements – LIKERT SCALE
5) Indicate their attitude towards an organization – SEMANTIC DIFFERENTIAL SCALE

 Nominal scales – variables such as age, sex, occupation, religion, brand awareness.
 Ordinal scales – percentile, median and rank order co relation. Customer asked to show his preference for a product. PAGE 46
 Interval scales – attitude, opinions, index numbers.
 Ratio scales –unlike Interval scale doesn't have a Zero value

Types of Questions: -
Open-ended Close ended
• Free response Dichotomous
• Probing ranking
• Projective techniques: Checklist
Like showing objects multiple choices
Scaling Page 70

SAMPLING
Probability sampling | Non probability Sampling
 Simple Random | Convenience sampling
 Systematic | Snow ball sampling
 Area sampling | Quota sampling
 Stratified Sampling | Judgement Sampling
1. Systematic – samples selected by applying a regular pattern across the entire population.
2. Snowball – additional set of samples selected based on the initial set of samples
3. Convenience – Easily accessible samples are selected
4. Quota – samples selected including the minimum number from each subgroup in the population. Like Age, sex, location subgroups
5. Stratified – samples selected randomly from the strata's in the population
6. Area – samples selected as entire subgroups within the population.

7. Simple random – Simple random number tables select samples or computer generated lists
8. Judgement – respondents are chosen on basis of convenience or accessibility.

STEPS in data Analysis
Assemble
Order
Summarize
Select appropriate method

DATA ANALYSIS METHOD
Multi Linear Regression – relationship between a specific variable and the number of other variables. Ex: dollar sales value of showroom
Co-joint - relative importance of the combination of attributes as viewed by the Customer. Ex: coffee combination with Cappuccino with or without cinnamon.
Factor – reduce and summarize data.
Cluster – sorting data into clusters that exhibit similar characteristics. Helps identify new product opportunity and makes data manageable.
Multi dimensional scaling – represents perceptions and preferences of respondents as data points in geometric space. It identifies attributes and dimensions.

In Delphi method experts or knowledgeable people are invited to give their forecast: -
Without giving reasons
Question Spontaneous response from respondent is possible in :-
Correct Answer Free response questions , Probing questions , Unstructured questions
Ranking Several alternatives compared with each other at same time

Scaling technique Quantify a qualitative data

Double barreled questions Several responses at once

Checklist Check one or more of the responses listed for answers

Question Barometric methods of sales forecasting are :-
Correct Answer Historical analogy , Product like cycle concept , Survey methods

Question Top of mind recall is observed in :-
Correct Answer Attitude Research

________represents a close ended question.
Scales

Question How people allocate their time and money to certain products and factors is depicted by
Correct Answer Psychographic Variable

Question This question is based on the case study of "THE BOOKSHOP". What facilitated the idea of starting a copy service ?
Correct Answer Availability of the shop next door on lease

Question In regression analysis, dependent variables can be expressed as a linear function of impendent variables.
Correct Answer True

Question According to Lipstein, rules for minimizing non-sampling errors include :-
Correct Answer Restrict the Questionnaire to data essential to the study , Use the smallest sample consistent with research objective , Sample survey should be as easy to execute as possible

Question Economic indicators in survey method of sales forecasting are :-
Correct Answer Leading , Co-incident , Lagging

Multiple Choice Single Answer
Question Retail Store Audit uses :-
Correct Answer Random multistratified sampling

Question In industrial product research the research methodologies adopted are :-
Correct Answer In-depth interviews , Surveys , Application Research

Question The limitations with regression forecasting is that independent variables must be forecasted before forecasting the dependent variables.
Correct Answer True