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. DeviantQ7. 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. Accessibleb. 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 aogeQ20. 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 Casuald. 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 dataQ33. 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 DataQ39. 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 samplingcc. 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. -0.95name 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 aoQ74. 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 researchQ81. 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 interviewd. 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