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.
b.
c.
d.
Semantic Differential
Numerical Scale
Composite Scale
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.
b.
c.
d.
Motivation
Personality
Behaviour
Attitude
Q3. Which of the following phases of information management process is not a part of the
marketing research process?
a.
b.
c.
d.
Specifying the information needed
Collecting Information
Analyzing Information
Using Analyzed Information
Q4. An approach to question sequencing that gets its name from its shape starting with
broad questions and progressively narrowing down the scope ……………………………
a.
b.
c.
d.
Question Order Bias
Branching Question
Funnel Approach
Double Barreled Question
Q5. Which of the following may be a disadvantage of secondary data?
a.
b.
c.
d.
It may be lacking in accuracy
It may not be appropriate for the current research problem
It may not be completely current
All of These
Q6. An observation that is very different in magnitude from the rest of the observations
for a particular variable is ……………………
a.
b.
c.
d.
Error
Blunder
Outlier
Deviant
Q7. The process of editing involves………………………
a.
b.
c.
d.
Categorizing the Data
Counting the number of cases that fall into various categories
Inspecting and correcting each questionnaire
Transforming raw data into symbols
Q8. The Zero scale value found when measuring marketing variables,
represents……………………….
a.
b.
c.
d.
A point of indifference
A point of no profit no loss
A Point of zero magnitude
None of These
Q9. As compared to primary data, secondary data are collected………………………..
a.
b.
c.
d.
Rapidly and easily
At a low cost
In a short time
All of These
Q10. A subgroup of elements of the population selected for participation in the study is a
………………………………
a.
b.
c.
d.
Sub population
Sampling Frame
Sample
Target Population
Q11. A research report can be tailor made for their readers by……………………….
a.
b.
c.
d.
Paying attention to technical sophistications
Their interest in the subject area
The circumstances under which they will read the report
All of These
Q12. Research that is conducted to support a position rather than to find the truth about
an issue is…………………..
a.
b.
c.
d.
Snugging
Advocacy Research
Marketing Research
Marketing Research Ethics
Q13. As compared to primary data, secondary data are………………………….
a. Accessible
b. Economical
c. Available
d. All of These
Q14. If the response is not matching the researchers pre-conceived notion, he must
a.
b.
c.
d.
Present the facts the way they are
Twists the facts
Change the facts according to his perception
Ask for fresh research
Q15. One of the quickest and most economical ways to discover hypothesis is
through…………………
a.
b.
c.
d.
A sample Survey
Use of a Panel
Experience Survey
Literature Search
Q16. A literature search is a type of ………………………….
a.
b.
c.
d.
Casual Approach
Exploratory Research
Experimental Research
Descriptive Research
Q17. One of the reasons marketers need better intelligence today is due to…
a.
b.
c.
d.
Consumers
Manufacturers
Employees
None of These
Q18. If a marketer wants to establish the exact impact of the increase in advertising by
20% on the sales of that product, he should use……………. research
a.
b.
c.
d.
Exploratory
Descriptive
Casual
Secondary
Q19. Which of the following is false for a research report?
a.
b.
c.
d.
The research report is end product of research process
The report reader is main reason to prepare research report
The intended use of research report does not affect content of report
The research report criteria of completeness, accuracy, clarity and conciseness are
related
Q20. Is Marketing research used only by large marketing business?
a.
b.
c.
d.
Yes, small organizations do not use marketing research
No, it is used mainly by individuals & small business
No, it is used by businesses & organizations of all sizes
Yes, only large marketing business use marketing research
Q21. A recruiting script is an ………………………..
a.
b.
c.
d.
Introduction to a questionnaire
Method of statistical analysis
List containing respondent details
Type of rating scale
Q22. Personality refers to …………………. of an individual
a.
b.
c.
d.
Traits and Mannerisms
Age & Education
Financial Background
Demographic Background
Q23. Example of processed data is…………………..
a.
b.
c.
d.
No. of visitors to a store
CCTV recordings of shopper visits
Table from surveys
Customer Comments
Q24. Research on customer satisfaction/service quality is essential due to which of the
following?
a.
b.
c.
d.
To understand customer’s perceptions
For an effective ongoing telephone interviewing program
To help companies step back from the day-to-day hustle
All of These
Q25. A draw of lots is a typical example of a ………. sample
a.
b.
c.
d.
Snowball
Cluster
Quota
Simple Random
Q26. …………………… Research is used to define problems & suggest hypotheses
a. Descriptive
b. Primary
c. Casual
d. Secondary
Q27. A ……………..reflects tendency for high value in one variable to be associated with
high value in 2nd
a.
b.
c.
d.
Positive Correlation
Negative Correlation
No correlation
Zero Correlation
Q28. A common use of demographic and socio-economic data in marketing is
………………………..
a.
b.
c.
d.
Discovering Motivation
Understanding attitude
Identifying market segments
Understanding brand awareness
Q29. Which subjects are observed in an environment that has been specifically designed
for recording their behavior, environment called………………..
a.
b.
c.
d.
Natural
Contrived
Human
Mechanical
Q30. What is Research design?
a.
b.
c.
d.
A method of defining the research objective
The choice between using qualitative or quantitative methods
A framework for every stage of collection & analysis of data
All of These
Q31. ………….. Require a large field force
a.
b.
c.
d.
Mail surveys
Personal Surveys
Internet Surveys
Telephonic Surveys.
Q32. Data from government agencies, directories of industries, information reports
published by industry confederations are all a part of the companys………………
a.
b.
c.
d.
Internal secondary data
Internal primary data
External secondary data
External primary data
Q33. To what extent is usage of hair oil associated with demographic characteristics of
consumer? This question can be best answered through…………………
a.
b.
c.
d.
Exploratory
Descriptive
Casual
Secondary
Q34. “Do you use the mobile app of ICICI bank?”- Which type of question is this?
a.
b.
c.
d.
Filter Question
Leading Question
Double-Barreled
None of These
Q35. Most likely purpose of most of the consulting businesses using database software
programs is to………………..
a.
b.
c.
d.
Design company stationery
Analyze customer information
Prepare governmental reports
Monitor accounting functions
Q36. Which of the following characteristics should not affect the content of the research
report?
a.
b.
c.
d.
The reader’s technical sophistication
The circumstances surrounding research
The intended use of report
The researcher’s technical sophistication
Q37. …………… is a sampling procedure which relies primarily on initial respondents to
obtain a list of more respondents
a.
b.
c.
d.
Snowballing
Simple random sampling
Convenience sampling
Judgmental sampling
Q38. ………… can help define the population, select the sample & define the parameters of
primary research
a.
b.
c.
d.
Primary data
Secondary data
Sampling Data
Sample Data
Q39. Which of the following is an example of the observation method of collecting
primary data?
a.
b.
c.
d.
Administering a questionnaire to shoppers in supermarket
Recording amount of time, a shopper stops in front of point of purchase display
Asking shoppers which brand they notice first in a shelf display
Conducting telephonic survey to determine which brands are preferred
Q40. The most appropriate description of quantitative research would be
a.
b.
c.
d.
The collection of non-numerical data
Attempt to confirm the researcher’s hypothesis
Research that is exploratory
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
is……………….
a.
b.
c.
d.
Semantic differential scale
Comparative rating scale
Graphic rating scale
Summative rating scale
Q42. Which of the following is/are an advantage of online surveys?
a.
b.
c.
d.
Higher respondent base
Better response rate
Centralized data collection
All of these
Q43. Customer satisfaction survey results are least useful as…………..
a.
b.
c.
d.
A Business Incentive
An input to set business objective
A basis for corrective action
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……………………….
a.
b.
c.
d.
Explains problem it wants to solve to the researcher
Asks the researcher to gather as much data as possible
Authorizes researcher to spend whatever amount is needed
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)-------------a. Ordinal scale
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-----------a. Frequency analysis
b. Chi-square
c. ANOVA
d. Regression analysis
Q47. Data collection method that provides the fastest turnaround is----------a. Fax survey
b. Mail survey
c. E-mail survey
d. Mall interviews
Q48. A test market in which the company sells the product through its normal distribution
channels is called a ---------a. Standard test market
b. Simulated test market
c. Controlled test market
d. Electronic test market
Q49. Which type of questions are free answer questions?
a. Open ended
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
b. Nominal and ordinal
c. Ordinal and ratio
d. 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
b. Focus group
c. Delphi technique
d. Ethnographic study
Q52. Which of the following is a random sampling technique?
a. Cluster sampling
b. Convenience sampling
c. Judgement sampling
d. Quota sampling
Q53. Two-way mirrors, hidden cameras or inconspicuous mechanical devices may be used
when performing-------------------a. Undisguised observation
b. Disguised observation
c. Contrived observation
d. All of these
Q54. ……………………Is the process of transforming raw data into symbols
a. Optical scanning
b. Editing
c. Data entry
d. Coding
Q55. If relatively little is known about the phenomenon which is to be investigated,
…………… research is needed
a. Exploratory
b. Descriptive
c. 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
b. Descriptive
c. Casual
d. Secondary
Q57. Research that is not custom designed for a particular client, but is designed to be
sold in open market is known as …………………
a. Descriptive
b. Exploratory
c. Syndicated
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
c. Sampling unit
d. Population framework
Q59. Which correlation is the strongest?
a. 0.1
b. -0.95
c. 0.95
d. -1
Q60. ………………. Is inspired by the practices of social and cultural anthropology
a. Projective techniques
b. Ethnography
c. 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…………………
a. Define the problem and research objectives
b. Interpret and report the findings
c. 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
c. Open-ended question
d. True/false question
Q63. Accuracy in a report refers to ………………..
a. Correct terminology
b. Mathematical accuracy
c. Grammatical accuracy
d. All of these
Q64. The basic purpose of marketing research is …………………….
a. To develop a new product
b. To identify the needs of customers
c. To furnish information that aids decision making
d. Data collection
Q65. A mall-intercept study is a typical example of a ………………….. sample
a. Convenience
b. Judgement
c. 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
d. All of these
Q67. Defining the population of interest for a research project depends on ……………………
a.
b.
c.
d.
The location of the population
The nature of the population
The objectives of the research
The size of the population
Q68. A list of all the members of the entire population or universe is referred to as a
…………….
a. Sampling unit
b. Sampling frame
c. Sample
d. Population framework
Q69. A(n)………………… is 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
Q70. …………………. Is a sampling procedure in which each unit has a chance equal to the
size of the segment it represents
a. Stratified random sampling
b. Simple 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
c. To improve understanding of the marketing process
d. To justify previous marketing decisions
Q72. Most likely error in using secondary data effectively is …………………….
a. To combine it with other data
b. To evaluate its usefulness
c. To locate it via people
d. To assume it is right
Q73. A sampling frame is …………………
a. A list of the elements from which the sample may be drawn
b. Any complete group of entities that share some common set of
characteristics
c. An individual member of a population
d. An investigation of all the individual elements that make up a population
Q74. To measure the respondents “age, the highest level of measurement suggests using
……………. and a …………… scale
a. Open-ended item; ratio
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
c. Editing
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
d. Information about competitors
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
c. To understand which variables are the cause and which are the effect
d. To determine preferences for a product
Q78. Which of the following scales is reflected by an attribute of an object that represents
a non-ordered classification?
a. Nominal
b. Ordinal
c. Interval
d. Ratio
Q79. Who our respondent is and what his profile is, will dictate the
a. Wording
b. Tone
c. Structure of questions
d. All of these
Q80. __________ is a statement that specifies how two or more measurable variables are
related
a. Hypothesis
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
b. Natural observation
c. Simulated observation
d. All of these
Q82. may be measured in units that may not be appropriate for the current research
problem
a. Primary data
b. Secondary data
c. Sampling data
d. All of these
Q83. The degree of error which is an estimate of a population parameter is called as
a. Precision
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
c. codebook error
d. Outlier
Q85. The type of research which is least concerned about generalizing its findings is
a. Quantitative research
b. Qualitative research
c. 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
a. 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
c. To test new product and advertising concepts
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
c. Personal Interview
d. Internet survey
Q89. What is the main difference between a focus group and a depth interview?
a. Depth interviews involve fewer participants
b. Focus groups are used to study the ways people discuss a specific topic
c. 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
d. Interval scale