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Marketing Research

Total Set –2

Dangler POP
POP Communication medium
Opinion Polls Daily basis
Corporate Image Study Advertising research

Rating the views regarding the product or a service Itemized rating scale
Ranking the attributes as per the preferences Rank Order Scale
Indication of two or more entities being different from each other Nominal Scale
Placing different entities in relative position Ordinal Scale

"What might this be ?" Inkblot test


Aided Recall Depth Research
Doesn’t intend to tell Projective techniques
Ease of construction Likert scale

Automotive Research Association Of India Pune


Bharat Leather Corpn. Ltd. Agra
Cashew Corporation Of India Ltd. Cochin
Cement Corporation Of India Ltd. New Delhi

Set 1
Question Measurement of Attitudes is done through :-
Correct Answer Scaling techniques

Question The variable ________indicates the Religion of the respondent.


Correct Answer Sikh

Question What is the source of information to know the technical details of norms for using construction chemicals?
Correct Answer Indian Concrete Journal

Question Stimulated Test Marketing can be used in :-


Correct Answer Product Concept testing , Pilot study before National launch , Packaging Appropriateness

Question What is the publication Report?


Correct Answer A Report with style, content according to the magazine and journals.

Question In regression analysis, dependent variables must be measured on nominal scale.


Correct Answer False

Question ________ is the final step of data acquisition plan.


Correct Answer Data Collection

Question Which are the New Delhi based Research Institutions?


Correct Answer NRDC , CSIR , Cement Research Institute of India

Question Brand image building is not important in case of industrial product for quality.
Correct Answer False

Question In MDS the impact of pricing can be studied for the comparison of ________.
Correct Answer Spatial maps

Question What are the disadvantages of Secondary Data?


Correct Answer Inaccuracy , Incompleteness , Unit of Measurement
Question In Conjoint analysis ranking of total utility is done from highest to lowest.
Correct Answer True

Question The technique in which respondents are provided with incomplete sentences which they can complete as they choose to do
so, is known as Construction technique.
Correct Answer False

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 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 Retail Store Audit(RSA) divides India into 4 zones and 22 states.
Correct Answer True

Question Spontaneous response from respondent is possible in :-


Correct Answer Free response Questions , Probing Questions , Unstructured Questions

Question In online surveys,________ works like focus groups.


Correct Answer Chat sessions

Question The methods to decide the number of clusters are :-


Correct Answer The distance at which clusters are combined can be used as a criteria. , Relative size of cluster should be meaningful. ,
Theoretical or practical consideration may suggest same number.

Question The significance of Market Research is increasing due to shift from ________ competition.
Correct Answer Price to non price

Question Market & Sales Analysis helps management in :-


Correct Answer Developing company's sales plan (short and long term) , Setting standards of sales performance , Estimating total
sales force needed in future

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

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 Point of Purchase(POP) is researched through :-


Correct Answer Forced Exposure Test

Question The accuracy and reliability of sampling data is affected by two different types of errors :-
Correct Answer Sampling errors and Non-sampling errors

Question Complete________ of respondent and secrecy of data should be maintained.


Correct Answer confidentiality

Question Causal Research Design is also known as :-


Correct Answer Experimental Research Design

Question The client or organization should answer the queries of cost v/s benefits of research.
Correct Answer True
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?

Question Dichotomous form of Questions can be observed in :-


Correct Answer Branching Questions , Qualifying Questions , Opening Questions

Question Kurtosis is measure of ________ or flatness of curve defined by the frequency distribution.
Correct Answer Relative peakedness

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 Checklists are useful for :-


Correct Answer Factual data

Question Technical jargon should be used when unavoidable.


Correct Answer True

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 Which of the following methods is not used for descriptive research?
Correct Answer Experiments

Question In MDS, two-way modes, products can be compared on objective and perceived attributes.
Correct Answer True

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

Question Research carried out based on the existing data is ________


Correct Answer Secondary research

Question Munshi forecasts are based on :-


Correct Answer His vast experience

Question A multivariate technique which attempts to ascertain the relation between a given variable & a no of other variables is known
as :-
Correct Answer Regression analysis

Question Characteristics of Open ended Questions include :-


Correct Answer They develop rapport with the respondent , They help in exploratory research , Unanticipated views of the respondent
are obtained

Question Which scale uses numbers as labels only?


Correct Answer Nominal Scale

Question In cluster analysis linkage is based on ________distance or neighbour rule


Correct Answer Minimum

Set 2
Question When target respondents are intercepted and shopping areas, it is called Mall Intercept.
Correct Answer True

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 Pretesting gives an advanced view of :-
Correct Answer Interview limitations , Data gathering task , Outcome with reference to objective

Question Attitudes are measured through scaling and projective techniques.


Correct Answer True

Question In two mode, two way data of MDS, the products can be compared on the basis of ________ .
Correct Answer Objective and perceived attributes

Question Sales forecast helps to decide the :-


Correct Answer Purchase of inventory

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 Clarity in report writing should be there to avoid vagueness and misinterpretation.
Correct Answer True

Question The retail store audits and prescription audits carried out by ORG are like ________ at all chemists .
Correct Answer FMCG PRODUCTS

Question What is coding?


Correct Answer Assigning a code number to each possible response to the question

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 Identify the Close ended question type :-


Correct Answer Scales

Question The efficiency of OTC products is checked by ________ ONLY


Correct Answer Manufacturers

Question Motivation research is easy to handle as it deals with qualitative variables in human beings who are dynamic.
Correct Answer False

Question Information pertaining to the population is which type of data?


Correct Answer Demographic Data

Question A town can be classified on the basis of population as


Correct Answer Class I , ClassIII , Metro

Question The assumption that the respondents externalization is the process of his internalization is observed in ________.
Correct Answer Thematic Apperception Test

Question The response format is determined in the


Correct Answer 4th step

Question Market Research & Marketing Research can be used interchangeably.


Correct Answer False

Question Retail Store Audit uses :-


Correct Answer Random multistratified sampling

Question A good Research Design should ensure that the data is gathered :-
Correct Answer Accurately , Timely , Economically
Question In Report writing, letter of transmission indicates :-
Correct Answer To whom the report is submitted, reason for research and official authorization

Question In Snowball sampling, initial sample sizes selected using probability methods but additional units are obtained through
information supplied by initial units called________.
Correct Answer Refferals

Question Scale intervals can be used for the following


Correct Answer Age , Land holdings , Income

Question Handling large amounts of data is possible through :-


Correct Answer Data warehousing

Question Diagrammatic Rating scale is best used for :-


Correct Answer Rural Respondents , Children , Illiterate Respondents

Question Diagnostic methods of sales forecasting are :-


Correct Answer Munshi Forecasts , Last Horse method , Delphi method

Question Descriptors describing the selection criteria of the individuals needed for the study are known as:
Correct Answer Respondent Descriptors

Question Likert Scale allows the respondents to either agree or disagree with the statement.
Correct Answer True

Question ________ are the internalized factors that cause people to behave the way they do.
Correct Answer Motives

Question In ________ forecast, he collects all information in his mind and based on his vast experience he makes forecast.
Correct Answer Munshi

Question Through cluster analysis objects/cases are classified into relatively________ group called cluster.
Correct Answer Homogeneous

Question The researcher must work according to the client's biases, prejudices and prejudgment.
Correct Answer False

Question Pretesting is one of the stages of Questionnaire design.


Correct Answer True

Question This question is based on the case study of "REVIVAL OF THREE STAR HOTEL". The management was considering
attracting business executives, before that, it ________.
Correct Answer Wanted to study the data of guests already available with the hotel

Question The arrangement of data items in a numerical sequence either ascending or descending order is :-
Correct Answer An array

Question In hierarchical method of cluster analysis is again divided into :-


Correct Answer Linkage , Variance , Centrioid method

Question Vendor evaluation has to be done to select best vendor for :-


Correct Answer Price , Reliability , Credit

Question Report should be terse and concise.


Correct Answer False

Question In sales analysis research a sales representative's work load depend on :-


Correct Answer Number of clients, Distributors or dealers
Question Semantic Differential Scale can be used for :-
Correct Answer Rating the Program " Jassi Jaisi Koi Nahin" , Rating the service at Hotel Taj , Rating the success of a new software

Question Measuring what it is supposed to measure refers to ________.


Correct Answer Validity

Question Which institutions should be contacted for research on Paint Chemicals?


Correct Answer National Chemical Laboratory, Pune , Industrial Research & Development Center , Building Research Institute

Question In simple regression Yc = a +byz where :-


Correct Answer Yc = sales forecast for given value of x , a= expected values of sales at x = 0 , byz =average change in sales per unit
changes in advertising expenditure

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

Unsolved/Skipped Questions

Implanting rumors in the market is a form of corporate espionage.


True
False

The producers in the sellers' market are also forced to take decisions based on the market information because
The resources are scarce
There is cut throught competition
Due to the government regulations
To cut the costs

Factors affecting consumer decision process include :-


Economic factors
Intrinsic factors
External factors
Communication medium

Market Research is an inexact science.


True
False

What is the responsibility of client in problem determination?


Monitor competitive and market environment
Giving proper information to respondent
Adapting Strategy for analysis
Transferring data

In absence of proper Planning/ Analysis /Problem Definition/ Information the market research becomes a data collection exercise.

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