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Marketing Research

PART A (Descriptive Type) = 31 PART B (Case Study) = 4 PART C (Multiple Choice) = 152
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PART A Descriptive Type Question


Question 1 Is it possible to assess the market demand from marketing research? What methods you would use for conducting such a research? Discuss limitations of the research.

Question 2 What is scientific research? What are its limitations? How scientific is marketing research? What special problems do MR specialists face in this regards?

Question 3 "Food Mania" is a chain of fast food restaurants located in major metropolitan areas in the south. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first they want to know more about their customers and their preferences. (a) List two Hypothesis (b) What kind of research design is appropriate? Why?

Question 4 Explain in details the process of marketing research

Question 5 Secondary market research is usually done first. Give your reasons for the same as also your approach to secondary research.

Question 6 What are the qualitative techniques of Marketing Research? What type of date can be collected from it and what are its uses?

Question 7 How do your collect data directly from the users? Discuss the method in detail.

Question 8 Discuss the role of Market Research in advertising management. When can you conduct Market Research and for what objective?

Question 9 Market Research analysis gives you a insight to customer's mindset. Discuss.

Question 10 Can you use Market Research report for formulating marketing strategies? What should the market research contain to be of use to you in marketing decisions?

Question 11 Why is advertisement research necessary? Discuss main issues in media research.

Question 12 Observation is considered a potent tool of MR data collection. Discuss. What are different kinds of observation techniques? What are their advantages and limitations?

Question 13 How does probability-sampling techniques differ from non-probability sampling techniques? Discuss two probabilities sampling and two non-probability sampling techniques with examples. Is it always necessary to take a probability sample? Justify your answer.

Question 14 A research is never completed unless report has been written. Elucidate. Bring out clearly what are the main characteristics of a good report, what are the major sections in the body of the report. Explain.

Question 15 Explain various attitude measurement scales and give illustration to differentiate between them. Prepare Likert type ten statements to measure the consumer attitude towards TV commercial advertisement.

Question 16 A food producing company has three types of drinks X, Y, Z. It has three packaging to market them, namely, ( a ) Plastic pouch ( b ) Canned boxes ( c ) Returnable glass bottles. The company is interested to know which product and packaging give more sales. You are asked to conduct an experimental research to know this. Which experimental design will you recommend for this study? Also explain the analysis technique for suggested experimental design.

Question 17 A brand manager is concerned that her brand's share may be unevenly distributed throughout the country. In a survey in which the country was divided into geographical regions, random sampling of 100 consumers in each region was surveyed with the following results. REGION SW TOTAL NE NW SW Purchase the brand 40 55 45 50 190 Do not purchase 60 45 55 50 210 100 100 100 100 400 Test the Hypothesis at 5% level of significance that brand purchases and regions are independent.

Question 18 Develop a plan for conducting a focus group to determine consumers' attitudes towards and preferences for imported automobiles. Specify the objectives of the focus group, write a screening questionnaire, and develop a moderato's outline.

Question 19 You are in the marketing research department of a firm specializing in developing decision support system (DCS) for the health care Industry. Your firm would like to measure the attitudes of hospital administrators towards DSS. The interview would be conducted by telephone. You have been asked to develop an appropriate scale for this purpose. Management would like you to explain and justify your reasoning in constructing the scale.

Question 20 After receiving some complaints from readers, your campus newspaper decides to redesign its front page. Two new formats B and C were developed and tested against the current format, A. A total of 75 students were randomly selected and 25 students were randomly assigned to each of three format conditions. The students

were asked to evaluate the effectiveness of the format on an 11-point scale. ( 1 = Poor, 11 = excellent ) (a) State the null hypothesis (b) What statistical test should you use? (c) What are the degrees of freedom associated with the test statistic?

Question 21 Describe the appropriate target population and the sampling frame in each of the following situations: (a) The manufacturer of a new cereal brands want to conduct in home product usage test in Chicago. (b) A national chain store wants to determine the shopping behavior of customers who have in store charge card. (c) A local TV station wants to determine households' viewing habits and programming preferences. (d) The local chapter of the American Marketing Association wants to test the effectiveness of its new member drive in Atlanta.

Question 22 Develop a series of questions for determining the proportion of households with children under age 10 where child abuse takes place. Use the randomized response technique.

Question 23 A manufacturer would like to survey users to determine the demand potential for a new power press. The new press has a capacity of 500 tons and cost $225,000.It is used for forming products from lightweight ad heavyweight steel can be used by automobile, construction equipment and major appliance manufacturers. a. Identify the population and sampling frame that could be used. b. Describe how a simple random sample can be drawn using the identified sampling frame. c. Could a stratified sample be used? If so , how? d. Could a cluster sample be used? If so, how? e. Which sampling technique would you recommend? Why?

Question 24 A major department store chain is having an end -of -season sale on refrigerators. The number of refrigerators sold during this sale at a sample of 10 stores was: a. Is there evidence that an average of more than 50 refrigerators per store were sold during this sale? Use alpha = 0.05 b What assumption is necessary to perform this test?

Question 25 (a) Give the type of Scale, the following belongs to

1. Temperature measured on Kelvin scale 2. Military Ranks 3. Social Security Number 4. Number of passengers on busses from Delhi to Mumbai 5. Amount of Money collected 6. Dimension's of a plot of land (b) Design a questionnaire to study the impulse buying behavior of consumers in a grocery store.

Question 26 Explain Non Probability sampling methods. Give one example of each.

Question 27 Compare and contrast the exploratory, descriptive, and causal research designs

Question 28 When selecting the use of a neutral alternative in dichotomous questions what considerations should be kept in mind?

Question 29 A researcher approaches five golf players for a survey and asks each of them for further references to complete the sample. Explain this technique of sampling and give another application of the same. Compare it with three other kinds of sampling techniques.

Question 30 A packaging device is set to fill detergent powder packets with a mean weight of 5 kg. The standard deviation is known to be 0.01 kg. These are known to drift upwards over a period of time due to machine fault, which is not tolerable. A random sample of 100 packets is taken and weighed. This sample has a mean weight of 5.03 kg and a standard deviation of 0.21 kg. Can you conclude that the mean weight produced by the machine has increased? Use a 5% level of significance?

Question 31 The specimen of copper wires draw form a large lot have the following breaking) in kg. Weight): 578, 572,570, 568, 570, 572, 596, 544 Test (using Student's tstatistic) whether the mean breaking strength of the lot may be taken to be 578kg. Weight (test at 5 % level of significance).

PART B Case Study 1


FLYING GIANTS (FG) (An imaginary national airline in private sector in India) FG was formed in the wake of open sky policy of the government of India. In started operations in 1989. By 1994, FGs 13% flights were to neighboring countries. In the next six years, FG planned for 6% increase in annual growth. The growth is expected to come from acquiring sick airlines and second from strategic alliances with international airlines. Most airports in the FGs destinations are overcrowded. FG has two options, one to start using satellite airports, away from the main airports, lying neglected which can be rejuvenated at a cost. The other options is to build new airports designed for short takeoff and landing facility. This will need government approval as also large sums of money. FG could recover part of the money by loaning the airport to other airlines. For short distances up to four hundred kilometers, the fast and modern trains are also competing with the airlines. With even faster trains the competition is going to become even more severe, as the air charges are high as compared to train fares. To maintain its market share and increase it, FG has to innovate in both ground and air service, including the followings:-

Easy ticketing Airport transfers Special lounges for business passengers with bar and snacks facilities Easy check-ins Fast and easy luggage retrievals Better connections to more destinations In-flight entertainment Better liaison with tour operators and travel agencies Relationship marketing for the consumers Student can find more areas of importance and arrange for marketing research. Please do the following: 1. Define the management objectives and objectives for MR. 2. Decide the type of research you would like to conduct. How would you select the sample and its size? 3. Build a questionnaire for the research. 4. You could also define the market segment for the airlines

Case Study 2
WELCOME GROUP HOTELS The Welcome Group owns a chain of 20 hotels located in different parts of the country. In recent years it has been expanding the chain by setting up new hotels. When there were only a few hotels, the Managing Director of the Welcome Group used to personally visit them with a view to ensuring that they provided high quality food and service to their patrons. But now he finds that with so many hotels it is extremely difficult to personally visit each and every hotel. At the same time, he needs some mechanism to ensure that hotels of the chain continue to provide high quality service. The Managing Director has discussed this problem with some senior officials of the company. As a result of this discussion, he feels that: OPTION 1: A suitable questionnaire may be designed and the same may be given to guests during their stay in the hotels. They may be requested to return the filled-in questionnaire at the reception counter while leaving the hotels.

OPTION 2: A suitable questionnaire may be designed and the same may be posted to their homes soon after they have reached there with the request that these be returned, duly filled in, by post. OPTION 3: A trained interviewer may be appointed on a temporary basis. He could visit different hotels without giving any prior information of his visits. In each hotel he visits, he may personally interview selected guests and seek their opinion on the quality of food and service in that hotel and their suggestions, if any, for improvement. OPTION 4: The services of a marketing research firm may be hired. It may be asked to conduct a suitable study based on say, telephone interviews of a random sample of guests from each hotel and to submit its report to the Managing Director. Questions: 1. Discuss the relative merits and demerits of each option, indicating which one you would adopt and why? 2. Discuss the sampling plan, and prepare the questionnaire you would use.

Case Study 3
Nike Sprints Ahead of the Competition, Yet H as a Long Way to Run Nike Inc. locate d in Beaverton, Oregon is the number one U.S. athletic footwear company and one of the most recognized American brands among foreign consumers. The high degree of recognition is one of the main reasons Nike has been so successful. For the 2005 fiscal year ending May 31, 2005 the company continued to soar, with sales of over $13.7 billion. As of 2006 the company's trademarks included Nike and Swoosh design and were sold under the brand names Cole Hann, Bauer, and N ike. The company operated 23 distribution centers in Europe, Asia, Australia, Latin America, Africa and Canada. Perhaps such success could be attributed to its concept based advertising campaigns. The company uses a process that is often called "image transfer". Nike ads traditionally did not specifically place a product or mention the brand name. A mood or atmosphere is created and than brand is associated with that mood. "We don't set out to make ad the ultimate goal is to make connection." States Dan Wieden, executive at one of Nike's ad agency. One ad features the Beatles and clips of Nike athletes, Michael Jordan and

John McEnroe, Juxtaposed with pictures of regular folk also engaged in sports. It was use to infer that real athletes preferred Nike and that perhaps if general audience buy the brand they will play better, too. Nike's unpredictable image -based ads have ranged from the shocking, such as its portrayal of real blood and guts in the" search and destroy" campaign used during the 1996 Olympics games, to humors, such as the first ad used to launch Michael Jordan's brand wear. The latter advertising made the tonguein-check suggestion that Jordan himself had a hand in the production by sleeping away from a bull's game at half to run over to his company and than return in time for the games second half. In 1998 Nike shifted to a new phase in its marketing strategy. Nike emphasized more of its product innovation skills than the jokey, edgy attitude that it displayed in previous year." We recognize that our ads need to tell consumers that we are about product innovation and not just athletes and exposure. We need to prove to consumer that we are not just slapping a swoosh on stuff to make a buck," said Chris Zimmerman director of Nike's U.S. advertising. With the launch of the "I can" campaign, Nike showed fewer of the celebrity athletes who previously usage than in the previous "Just Do It" campaign. Competitors Reebok and Adidas recently featured more product focused ads and were met with a great deal of success. Despite this rearranged focus, Nike did not back away from innovative marketing. On September 4, 2003 Nike acquired converse Inc. And on august 11, 2004, the company acquired starter properties LLC and Official Starter LLC. On august 4, 2005, Adidas confirmed that it had agreed to acquire Reebok for $3.8 billion. Industry official saw more consolidated ahead. In 2005, Bill Perez, president and CEO of Nike, stated that developing markets India, Thailand, Indonesia China, Russia- and the development of Converse , Starter and Nike's other subsidiary presented big growth opportunity. "We've just scratched the surface in the women's fitness. In soccer, we have become world's leading on-field performance brand. And we have been able to leverage that on-field success by creating entirely new category of soccer street foot ware. And we see opportunities like this throughout the portfolio." As the company looks ahead of 2010, at the heart of the Nike's future strategy is the international arena, which could prove to be the most difficult element for Nike to undertake. There seems to be a pretty strong recognition that by 2010, Nike would be

largest outside the U S than inside. Most recently Nike bought out many of its worldwide distribution centers in order to have greater control of its operation. In the future Nike would like to build up its presence in the key market of India, Thailand, Indonesia, Brazil, China, and Russia. Nike will focus its advertising on sports and will feature sports that are of particular interest in specific region. Nike realizes that while it is ahead of its competition, it still has a long, long way to run. Questions: 1. Should N ike switch a focus on celebrity to a focus on its products in its advertising? Discuss the role of marketing research in helping N ike management take the decision. What kind of research should be undertaken?

2. How would you describe the buying behavior of consumers with respect to athlete footwear? 3. What is the management decision problem facing Nike as it attempt to retain its leadership position?

4. Define the marketing research problem facing N ike, given the management decision problem you have identified?

5. How can the internet be used to help Nike in conducting marketing research and in marketing its products?

Case Study 4
A major television company of India was incorporated in 1963 and in 2000 its business areas included consumer electronics, telecommunications, consumer durables, professional and medical products, power and components covering over 230 products and services. In the FY 2000 its market capitalization was a respectable Rs. 5955 million and the turnover for the group stood at Rs. 20146.68 million. Till then, the company was showing over 4.5 per cent improvement over the previous years. However, in the subsequent years, its performance started degrading in the wake of active competition. The company was particularly worried about its declining market share of the Television market. They decided to conduct a research to tackle the situation.

In light of the above case answer the following: a): Define the Research Problem. b.) Formulate the associate hypothesis. c): What type of research should be conducted by the management to come up with a decision? Justify your answer. d): Use chi-square test to help the company understand and interpret the relationship between the dependent and independent variable. (Critical Value of Chi Square at 1% level of significance for 4 degrees of freedom = 13.3) S. No. Pro fes sio n Bra nd Pur ch as ed X Y Z X z Y Z X Y Y z X z X X z z z z z Y Y Y X 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 s 2 2 2 3 2 4

S S S S S S S S S S S S S S S S S S S s

S B B

S. No. Prof essi on Bra nd

2 5 B

2 6 B

2 7 B

2 8 B

2 9 B

3 0 B

3 1 B

3 2 B

3 3 B

3 4 B

3 5 B

3 6 B

3 7 B

3 8 B

3 9 B

4 0 B

4 1 B

4 2 B

4 3 B

4 4 B

4 5 P

4 6 P

Y Y

Pur cha sed

S. No. Profe ssion Bran d Purc hase d

4 7 P

4 8 P

4 9 P

5 0 P

5 1 P

5 2 P

5 3 P

5 4 P

5 5 P

5 6 P

5 7 P

5 8 P

5 9 P

6 0 P

6 1 P

6 2 P

6 3 P

6 4 P

6 5 P

6 6 P

(Note- S: Service; B: Business; P: Professional)

Multiple Choice Question Set 1


Note :- Answers to the questions are in the nature of Yes / No, True / False or are by selecting the best alternative from multiple choices given. 1. Market Research data cannot be used for marketing decisions. 2. Product demand can be predicted by market research. 3. Market Research can be used for Tax Management. 4. Secondary data should not be trusted as it comes from unreliable sources. 5. Market Research objectives can not be clearly defined and hence are not achievable. 6. In primary survey, people generally give vague replies. Close-ended questions can help in getting focused answers. 7. Market Research has done in proper market segment gives better results.

8. Sample size has little influence on the result of market research. 9. Market Research is a fact finding exercise, the facts are all known to marketers. 10. A new product can be launched with the help of appropriate technology. Information has no role to play in this game. 11. Open ended questions help in getting free and frank opinions, time permitting. 12. Market Research is carried out only as an excuse for delaying decisions. 13. Observation method can not be used for gathering primary information. 14. Exploratory research is conducted to develop themes and ideas. 15. Secondary data is what the research finds of less importance 16. Market demand does not include which of the following: Firms market share Market growth Competitor market share Supply shortage Price

17. Market Research can not to be done fir which one of the following : Product acceptance Sales tax Promotional plans How customers bur the product Manufacturing process place

18. Market Research can not can not to be done understand which of these: What factors influence demand Where the purchase action takes 19. Market segmentation is done to: Put all age groups together Find the niche market Descriptive research Top of the mind recall Motion pictures Observations Locate the government controls To get a new supplier for components Casual research Exploratory research

20. Which is not a research framework:

21. Secondary data can be obtained from: Interviews Trade publications Data is direct from customers Only confined to basic research

22. Primary data is so called because: Primary schools provide it Trading is in primary centers

23. Primary data can not be obtained from: Questionnaires Magazines Observations Panel contracts Correcting mistakes of employees None of the above

24. Questionnaire method can be used for: Data collection Secondary data Pre-testing

25. Which is not a form of Advertising Research: During campaign research Post campaign Showing copy to a select small group for their opinion Advertisers comments Preparation of art work 26. Pre-testing of copy is Asking copy writers opinion View of agency personnel Random basis Stratified random Personally

27. Sample selections is not done on Convenience Entire universe

28. Contact with customers in primary research cannot be made: By observation method From records By mail questionnaire Delay in reports

29. Market Research is still not popular with marketing team because: Researchers caliber All of above Personal bias in reports Personal opinions Methodology

30. Research reports should not contain: Recommendations Findings Questionnaire method is used

31. Market Research goes wrong if: Objectives of research are defined Random sampling is done For getting basic information For limiting expenses Segment of market is not defined As a trail work

32. Exploratory research is conducted for: When objectives have to be fully defined

33. In questionnaire method open ended questions are kept for: Getting respondents views For getting short answers Time bound questioning Extending the question answer time For saving time Getting the answers you want Not tolerating long speeches consensus Data should be categorized Tables should be filled up similar items

34. In questionnaire method closed ended questions are asked for: Helping the respondents arrive at a Dissimilar responses be together

35. While tabulating data, the following should be done: Categories chosen should be having 36. MR report should not contain: Title page Objectives Introduction Research views Brand names Firms bio-data Its methodology is different

37. MR report should surely contain: Past sales records Research findings

38. Secondary data may have the following shortcoming: It was collected by some one else Its purpose was different Pertinence Recency Careful work It may be out-dated

39. In secondary data the following is not important: Closeness with the author Data contradictions Complete answers

40. While editing data which one is not edited Incorrect answers Fictitious Interviews

Multiple Choice Question Set 2


1. Which is not a research framework: (a) Descriptive research (b) Casual research (c) Top of the mind recall (d) Exploratory

2. Secondary data can be obtained from: (a) Motion pictures (b) Interviews (c) Observations (d) Trade publications 3. Primary data is so called because: (a) Primary school provide it (b) Data is direct from customers (c) Trading is in primary centres (d) Only confined to basic research 4. Primary data can not be obtained from: (a) Questionnaires (b) Observations (c) Magazines (d) Panel contracts 5. Questionnaire method can be used for: (a) Data collection (b) Correcting mistakes of employees (c) Secondary data (d) None of the above 6. Which is not a form of Advertising Research? (a) Pre-testing (b) During campaign research (c) Preparation of art work (d) Post campaign 7. A sample selections is not done on: (a) Random basis (b) Convenience (c) Stratified random (d) Entire universe 8. Market Research is still not popular with marketing team because: (a) Delay in reports (b) Researcher's caliber (c) Personal bias in reports (d) All of above 9. Research reports should not contain: (a) Personal opinions (b) Recommendations (c) Methodology (d) Findings 10. Market Research goes wrong if: (a) Objectives of research are defined (b) Questionnaire method is used (c) Random sampling is done (d) Segment of market is not defined 11. MR report should not contain: (a) Title page (b) Introduction (c) Objectives (d) Research views

12. While editing data which one is not edited: (a) Data contradictions (b) Incorrect answers (c) Complete answers (d) Fictitious Interviews 13. In a questionnaire method closed ended questions are asked for: (a) Time bound questioning (b) Getting the answers you want (c) Helping the respondents arrive at a consensus(d) Not tolerating long speeches 14. Exploratory research is conducted for: (a) For getting basic information (b) As a trail work (c) For limiting expenses (d) When objectives have to be fully defined 15. Market demand does not include which of the following: (a) Firms market share (b) Competitor market share (c) Market growth (d) Supply shortage 16. A market research has better control over market variables during investigation in case of: (a) Exploratory study (b) Descriptive study (c) Experimental study (d) Case study 17. The error associated with wrong coding of data is called: (a) Sampling error (b) Non-sampling error (c) Relative error (d) Avoidable error 18. Hypotheses are formulated in a marketing research project because these: (a) They describe the phenomenon under study (b) They are testable (c) They help in reporting (d) All the above 19. Non-response is highest in case of: (a) Telephone interviews (b) Mailed questionnaire method (c) Personal interview with questionnaire (d) Observation method 20. The exploratory research is carried through: (a) The literature survey (b) The experience survey (c) The analysis of "insight-stimulating examples" (d) All of the above

21. The variables which are supposed to influence the dependent variable are called: (a) Independent variables (b) Dummy variables (c) Environmental variables (d) Normal variables 22. Which of the following is a source of primary data? (a) Books (b) Literature (c) Historical documents (d) Information obtained from the respondents on telephone 23. In which method of data collection, field staff is required? (a) Telephone interview (b) Mailed questionnaire method (c) Personal interview with questionnaire (d) Both (a) and (b) 24. The characteristic of sample random sampling is that: (a) Each unit of population is not assigned equal probability (b) Each unit of population is assigned equal probability (c) The probability varies directly in proportion with the size of the sample (d) Some units are assigned zero probability 25. The degree of control on external factor is more in research studies classified as: (a) Exploratory research (b) Experimental research (c) Descriptive research (d) Ex-post facto research 26. Which of the following is not a part of text in a report? (a) Acknowledgement (b) Table of contents (c) Summary (d) Appendices 27. The investigation of relationships among variables without knowing the objective of inclusion of these in the study is part of: (a) Exploratory research (b) Experimental research (c) Descriptive research (d) Artificial research

28. In the context of research, objectivity refers to: (a) Exact planning so that one step leads another (b) An approach unaffected by researcher's personal views (c) An absolutely correct definition of terms and concepts (d) Unambiguous statements of all procedures 29. The inability of the investigator to contact a respondent listed in the sample would result in to: (a) Sampling error (b) Non-sampling error (c) Measurement error (d) Researcher error 30. In a research process decision regarding specific field procedures and design of instrument for recording data are covered under: (a) Problem definition (b) Research design (c) Data collection (d) Data analysis 31. The variables which are supposed to influence the variables under study are called: (a) Independent variables (b) Dummy variables (c) Environmental variables (d) Normal variables 32. The process of research in which certain variables are manipulated under researcher control to facilitate the collection of data showing effects is known as: (a) Exploratory research (b) Experimental research (c) Descriptive research (d) Artificial research 33. When the units in the sample are selected according to a number of key characteristics, the procedure is called: (a) Judgment sampling (b) Systematic sampling (c) Cluster sampling (d) Quota sampling 34. If responses for a question are classified as belonging to one of the k classes, this type of measurement falls under: (a) Ordinal scale (b) Interval scale (c) Nominal scale (d) Ratio scale 35. The most flexible method of data collection is: (a) Observation method (b) Personal interview with questionnaire

(c) Mailed questionnaire method (d) Telephone interview method 36. Sampling is a must in case of information obtained such that: (a) it is required immediately (b) it is required with very little funds (c) It is required with great accuracy (d) It is obtained through destructive experiments 37. Quality of primary data is dependent on the skills, knowledge and training of the investigator to a greater extent in case of data collected by: (a) Observation method (b) Questionnaire interview method (c) Mailed questionnaire method (d) Telephone interview method 38. A pre-test of questionnaire will enable us to: (a) Have legible data (b) Fill the missing items (c) Remove inconsistency in data (d) Identify misinterpretation of questions 39. Systematic sampling is inefficient when: (a) The population size is less than 1000 (b) Sample size is very large (c) There is a hidden periodicity in the population (d) Both (a) and (b) 40. The data collected afresh and for the first time, and this happen to be in character is called: (a) Primary data (b) Secondary data (c) Sample data (d) Universal data

Multiple Choice Question Set 3


1. The respondent's perceptions that their identities will not be discerned by the interviewer or the researcher

(a) Social desirability (b) Critical request (c) Perceived anonymity (d) Non response bias 2. Observation bias for mechanical observation (a) Low (b) High (c) Medium (d) Extremely high 3. Pretest-Posttest Control Group is which type of Experimental design (a) Pre-experimental (b) Quasi experimental (c) True experimental (d) Statistical 4. The process of correcting data to reduce them to the sample scale by subtracting the sample mean and dividing by the standard deviation (a) Generalization (b) Scale transformation (c) Standardization (d) Variable re - specification 5. Scale intervals can be used for (a) Family lifestyle (b) Age (c) Occupation (d) Sampling 6. The process of recognizing and noting people (a) Direct observation method (b) Experimental method (c) Attitude research (d) Data gathering

7. Descriptive research is a type of (a) Exploratory Research (b) Attitude research (c) Conclusive research (d) Experimental research 8. What is meant by value of research information? (a) How valuable the data is for the client (b) cost benefit analysis of the data (c) Information collected from various sources (d) Total time collected in gathering information 9. The efficiency of OTC products is checked by (a) Retailers only (b) Consumers only (c) Manufacturers only (d) Distributors only 10. An extraneous variable involving changes in the measuring instrument or in the observers or scores themselves (a) Interactive testing effect (b) Instrumentation (c) Statistic (d) Sampling 11. _____may be broadly classified as exploratory or conclusive (a) Job design (b) Longitudinal design (c) Cross-sectional design (d) Research design 12. The time which a respondent takes before answering the question (a) Response error (b) Response Latency (c) Verbal models (d) Voice pitch analysis

13. An extraneous variable attributable to the loss of test units while the experiment is in process (a) Interactive testing effect (b) Instrumentation (c) Statistic (d) Mortality 14. Which one of these is a Market Research Firm? (a) PWC (b) Ernst and Young (c) AC Nielsen (d) Voltas 15. A focus group technique using a telecommunication network (a) Telephonic group (b) Telephonic interview (c) Tele session group (d) Mortality 16. In Exploratory research design the methods are used (a) Expert surveys (b) pilot surveys (c) Qualitative research (d) all of them 17. The research methodology which provides insights and understanding to the problem is (a) Causal research (b) Descriptive research (c) Exploratory research (d) all of them 18. When is the transcribing process of data preparation irrelevant? (a) CAPI (b) Mall panel

(c) In home interview (d) all of them 19. A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (a) Semantic differential scale (b) likert scale (c) Continuous rating scale (d) Staple scale 20. Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients (a) Customized services (b) Syndicated services (c) Field services (d) all of them 21. Which is a type of limited services? (a) Analytical services (b) Customized services (c) Standardized services (d) Internet services 22. Types of syndicated services (a) Purchase panel (b) Tracking data (c) Audit services (d) all of them 23. The research design which is used to obtain the evidence of cause and effect relationship (a) Exploratory research (b) Descriptive (c) Cause and effect (d) Cross-sectional

24. What is list of all units/observations is known as? (a) Sampling frame (b) Sampling size (c) Parameter (d) Statistics 25. Promotion of cable TV affects the health of a child 1) strongly agrees 2) agree 3) disagree 4) strongly disagree 5) undecided is an example of: (a) Ordinal scale (b) Summated scale (c) Nominal scale (d) Arbitrary scale 26. Multiple choice questions for which usually only two responses are given such as : yes -no , male-female. (a) Open-ended questions (b) Multiple choice questions (c) Dichotomous questions (d) Unstructured questions 27. The summary description of a fixed characteristic or measure of a target population is known as : (a) Parameter (b) Precision (c) Statistic (d) Quota 28. Which of the following is a technique of exploratory research design? (a) Focus group interviews (b) Simulation (c) Secondary data (d) Interrogation of respondents 29. Which of the following techniques is commonly used in social science research? (a) Deliberate sampling (b) Multistage sampling

(c) Cluster sampling (d) Systematic sampling 30. Ranking of a team can de done with the help of : (a) Ratio scale (b) Interval scale (c) Ordinal scale (d) Nominal scale 31. What is the degree of freedom for F-test? (a) n-k-2 (b) n (c) n-k (d) n-k-1 32. Which of the following is the source of secondary data? (a) Mail interviews (b) Focus groups (c) Delphi technique (d) Sales records 33. What is the another name for single cross-sectional designs? (a) Longitudinal designs (b) Sample survey design techniques (c) Projective techniques (d) Causal design 34. Questions to which the respondents can answer in their own words (a) Dichotomous questions (b) Unstructured questions (c) Structured questions (d) None of the above 35. Number of units to be included in the study is called (a) Sampling frame (b) Sampling

(c) Sample size (d) Sampling unit 36. Technique used to motivate respondents to enlarge on, clarify or explain their answers (a) Interviewing (b) Sampling (c) Probing (d) Questioning 37. Non-metric data can be measured on (a) Interval (b) Nominal or ordinal scale (c) Ratio scale (d) None of the above 38. Which of the following represents the middle value when the data is arranged in the ascending or descending order? (a) Mode (b) Median (c) Mean (d) Average 39. Story - telling is an example of (a) Delphi technique (b) Observational methods (c) Depth interviews (d) Projective technique 40. "A Local radio station asks people to call in and express their reactions to some controversial issues "is an example of: (a) Judgment sample (b) Convenience sample (c) Quota sample (d) Probabilistic sample

Multiple Choice Question Set 4


1. In which scale objective evidence is missing that such scales measure the concepts for which they have been developed. We have to rely on researchers' insight and competence. a) Likert Scale b) Interval Scale c) Arbitrary Scale d) Nominal Scale 2. In which scale the statements are related to one another in a way that if you have a favorable response for an item you should also have a favourable reply for the previous items. a) Cumulative Scale b) Ordinal Scale c) Arbitrary Scale d) Interval Scale 3. Likert scales are treated as yielding interval data by a majority of marketing researchers a) True b) False 4. Which study or survey leads to monitor behavior? a) Cross-sectional Studies b) Causal Research c) Experience survey d) Longitudinal Studies 5. Main text of the report should haveIntroduction, Summary of Findings, Conclusions and. Fill in the space with an appropriate answer: a) Appendices b) Recommendations c) Bibliography d) Graphs and charts 6. Which does not form the objective of Research?

a) To achieve new insights b) To formulate causal relationship between variables c) To loose familiarity with a phenomenon d) To test hypothesis for conclusion 7. When one variable determines values of other variables,__________ research design is used. a) Causal b) Exploratory c) descriptive

Q8. Size of shoes: 5 6 7 8 9 10 11 No. of persons: 10 20 25 40 22 15 6 Calculate the Mode from the following information, a) 11 b) 5 c) 7 d) 8 Q9.The mean lifetime of a 100 light tubes produced by a company is found to be 1,580 hours with standard deviation of 90 hours. Test the Hypothesis that the mean lifetime of the tubes produced by the company is 1600 hours. (Calculate) a) 2.6 b) -2.22 c) -2.8 d) 2.9 Q10.A certain drug is claimed to be effective in curing cold. In an experiment on 500 persons with cold, half of them were given the drug and half of them were given the sugar pills. The patient's reactions to the treatment are recorded in the following table: Helped Harmed No effect Total Drug 150 30 70 250 Sugar pills 130 40 80 250

Total 280 70 150 500 On the basis of this data, can it be concluded that there is a significant difference in the effect of the drug and sugar pills? Find the value of Chi- Square at 5% level of significance. a) 4.5 b)4.0 c)5.1 d)3.5 Ql 1. Exploratory research is used in Convenience Sampling. a) True b) False Q12.The sampling in which the selection of additional respondents (after the first small group of respondents is selected) is based upon referrals from the initial set of respondents is called? a) Convenience Sampling b) Judgment Sampling c) Quota Sampling d) Snowball Sampling

Q13. Which type of sampling over-rules the possibility of any essential group of the population being completely excluded in the sample. It thus provides a more representative cross section of the population and is frequently regarded as the most efficient system of sampling. a) Convenience Sampling b) Judgment Sampling c) Snowball Sampling d) Stratified Sampling 14. Marketing Research, is everything except_______ a) Systematic b) Politically biased c) Objective

d) Used to assist management in decision making e) None of the above 15._____ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future. a) Problem identification research b) Segmentation research c) Problem solving research d) Marketing information systems e) Advertising research 16. In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about a) Customers b) Competitors c) Other forces in the marketplace d) All of the above e) None of the above 17. Marketing managers need the information provided by marketing research for many reasons. Which of the following is not a reason to need information provided by marketing research? a) Firms have become national and international in scope. b) Consumers have become more affluent and sophisticated. c) Competition has become more intense. d) All of the above. e) (a) and (b) above 18. The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielson Index is an example of. a) Syndicated services b) Customized services c) Standardized services

d) Analytical services e) Partial services 19. Customized services are________ a) Companies that specialize in one or a few phases of the marketing research project b) Companies that use standardized procedures to provide marketing research to various clients c) Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients d) Companies that tailor the research procedures to best meet the needs of each client e) Both (a) and (b) above 20. Which one of the following techniques is not a qualitative research technique? a) Depth interview b) Word association c) Focus group d) Conclusive research e) Projective technique 21. Which of the following tasks is not a component of research design? a) Design the exploratory, descriptive, and/or causal phases of the research. b) Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection. c) Specify the sampling process and sample size. d) Develop hypotheses. e) None of the above 22. As compared to primary data, secondary data are collected______ . a) Rapidly and easily b) At a relatively low cost c) In a short time d) All of the above e) None of the above 23. Depth interviews are like focus group in all of the following ways except: a) Both are unstructured interviews

b) Both are direct ways of obtaining information c) Both are qualitative research methods d) Both are one-on-one interviews e) (b) and (c) above 24. An interviewing process which uses a computerized questionnaire administered to respondents over the telephone is known as a) Traditional telephone b) In-home c) Computer-assisted telephone interviews (CATI) d) Internet e) Mall intercept 25. In marketing research, attitudinal data obtained from rating scales are often treated as data. a) Nominal b) Ordinal c) Interval d) Ratio e) Non metric 26. When used for classification purposes, the________ scaled numbers serve as labels for classes or categories. a) Ordinally b) Intervally c) Nominally d) Ratio scale e) Rank 27. The mathematical symbols 'lo' and ' XS' represent a_________ for the population and the sampling distribution respectively. a) Standard error of the proportion b) Standard deviation c) Standard error of the mean d) Median

e) Variance 28. Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a l-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range. Where in the data cleaning process might any out-of range data be caught? a) Consistency checks b) Returning to the field c) Treatment of missing responses d) Both (a) and (c) are correct e) Both (b) and (c) are correct 29. Which option for the treatment of missing values involves the researcher using the respondents' pattern of responses to calculate a suitable response to the missing questions? a) Returning to the field b) Case-wise deletion c) Substitute an imputed response d) Substitute a neutral value e) Pair wise deletion 30. The linear combinations of independent variables developed by discriminant analysis that will best discriminate between the categories of the dependent variable are__________________________ . a) Discriminant functions b) Discriminant scores c) Characteristic profiles d) Classification matrix e) Group centroids 31. Factor analysis is a (n)_____ in that the entire set of interdependent relationships is examined. a) KMO measure of sampling adequacy b) Orthogonal procedure c) Interdependence technique

d) Varimax procedure e) Orthogonal rotation 32. The amount of variance a variable shares with all other variables included in the factor analysis is referred to as . a) Communality b) Total variance
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