IIMT ENGINEERING COLLEGE, MEERUT

FACULTY OF MANAGEMENT STUDIES (FMS)

MBA (III SEM) UPTU
SUBJECT: MARKETING RESEARCH
QUESTION BANK
Q1 Objective type questions:
a) Marketing Research should be regarded as
i. Fundamental research
ii. Theoretical research
iii. Applied research
iv. Pure research
Ans Applied Research
b) Informal interview is a ________ format of data collection.
i. Structured
ii. Unstructured
iii. Secondary
iv. Primary
Ans Secondary
c) Set of circumstances in a market that defines a situation in which a com
pany can improve performance by creating modified or new marketing strategy.
i. Market Problem
ii. Market Opportunity
iii. Market treat
iv. Market SWOT
Ans Market Opportunity
d) A computer-based system that works in conjunction with other functional
information systems to support the firm's management in solving problems that re
late to marketing the firm's products.
i. Marketing Information System
ii. Marketing Research
iii. Marketing Process
iv. Market Research
Ans Marketing Information System
e) A graphical device depicting the sequences of action-event combinations
and all possible sequences of action-event combinations are shown in a systemati
c manner in a decision tree.
i. Decision Tree
ii. Bayesian Analysis
iii. PERT Technique
iv. Gnatt Chart
Ans Decision Tree
f) A set of procedures and data sources used by marketing managers to sift
information from the environment that they can use in their decision making.
i. Marketing Intelligence System
ii. Market Intelligence System
iii. Marketing Research Intelligence System
iv. Marketing Research System
Ans Marketing Intelligence System
g) A method of inquiry must be based on gathering observable, empirical and
measurable evidence subject to specific principles of reasoning.
i. Non Scientific Method
ii. Scientific Method
iii. Observation Method
iv. Survey Method
Ans Scientific Method
h) Original data that is gathered and evaluated for a specific research nee
d.
i. Secondary Data
ii. Primary Data
iii. Qualitative Data
iv. Quantitative Data
Ans Primary Data
i) Sometimes referred to as â touchy-feelyâ research Data
i. Survey Data
ii. Case Study Data
iii. Qualitative Data
iv. Quantitative Data
Ans Qualitative Data
j) An attempt to identify the more â noteworthyâ aspects of job behavior and bas
ed on the assumption that jobs are composed of critical and non-critical tasks.
i. Case-studies
ii. Survey
iii. Critical incidents
iv. Portfolios.
Ans Critical Incidents
k) A question that is answered only if the respondent gives a particular re
sponse to a previous question, known as
i. Contingency questions
ii. Matrix questions
iii. Closed questions
iv. Attitude questions
Ans Contingency Questions
l) Likert scaling is also known as
i. Staples Rating
ii. Semantic Differential Scaling
iii. Summated Rating Scale
iv. Multi-Dimensional Scaling
Ans Summated Rating Scaling
m) An attitude measure consisting of a graphic continuum that allows respon
dents to rate an object by choosing any point on the continuum
i. Graphic Rating Scales
ii. Rank-Order Scales
iii. Paired Comparison Scales
iv. Constant Sum Scales
Ans Graphic Rating Scales
n) It was developed to discriminate quickly among a relatively large number
of objects. This technique uses a rank order procedure in which objects are sor
ted into piles based on similarity with respect to some criterion.
i. Thurston Scales
ii. Q-Sort Techniques
iii. Guttman Scales
iv. Multi Dimensional Scaling
Ans Q-Sort Techniques
o) Mean or average value is used to estimate when data have been collected
using.
i. Nominal Scale
ii. Ordinal Scale
iii. Interval & Ratio Scale
iv. Nominal & Ordinal Scale
Ans Interval & Ratio Scale
p) The long form of IMRB is:-.
i. Indian Market Research Bureau.
ii. India Marketing Research Board
iii. Indian Market Research Board
iv. Indian Marketing Research Base
Ans Indian Market Research Bureau
q) A list, map or other specification of the units which constitute the ava
ilable information relating to the population designated for a particular sampli
ng scheme.
i. Sampling Frame
ii. Sampling Unit
iii. Sample Survey
iv. Sample
Ans Sampling Frame
r) Sample implies that where the population is divided into mutually exclus
ive & mutually exhaustive strata or sub â groups & then a simple random sample is
selected within each of the strat or sub groups. .
i. Cluster Sampling
ii. Stratified Random Sampling
iii. Multi Stage Sampling
iv. Quota Sampling
Ans Stratified Random Sampling
g) This part of attitude is related to the statement which affects another pe
rson
i. Behavioral Component
ii. Cognitive component
iii. Effective component
iv. None
Ans Effective Component
r) This is a seven point scale and the end points of the scale are associated
with bipolar labels
i. Semantic Differential Scale
ii. Stapelâ s Scale
iii. Likert Scale
iv. Multi Dimensional Scaling
Ans Semantic Differential Scale
s) The approach in which products are decomposed (separate) into attributes wh
ich are rated on a semantic differential scale (Bi-polar)
i. Perception data: derived approach
ii. Preference data approach
iii. Perception data: direct approach.
iv. None
Ans Perception data: derived approach
t) The starting point of the semantic differential scale is neutral.
False or True
Ans False
u) The objective of such a study is to answer the â who, what, when, where and
howâ of the subject under investigation.
i. Exploratory Research
ii. Descriptive Research
iii. Casual Design
iv. Cross-Sectional Studies
Ans Descriptive Research
v) An interval estimate consists of two values between which the true population
value lies with some stated level of significance. These values are call
ed
Ans Confidence Limits
w) Z-test, t-test, F-test are parametric test Say True or False
Ans True
x) A statistical Technique used for measuring the relationship or inter-depe
ndence of two or more variables, none of which is restricted by the re
searcher.
Ans Correlation
y) A Statistical Technique for deriving an equation that relates the dependen
t variable to one or more independent variables.
Ans Regression Analysis
 z) The technique was developed by Charles Spearman used in Psychological testi
ng
Ans Factor Analysis
Objective type:
1. Position Bias is a possibility in ________Questions.
Answer : Multiple choice
2. Verbalization of Attitude is known as :-
Answer : Opinion
3. Respondent's imagination is tested in ________.
Answer : Rorschach Test
4. In the Internet era, qualitative research is possible through :-
Answer : Chat sessions
5. The responses for the 'education' of a respondent can include
Answer : Not disclosed , Illiterate , Literate without formal schooling
6. Constant Sum Scale can be used for :-
Answer : How different household would spend a fixed amount in a month , How di
fferent household would spend a fixed amount on entertainment , How different re
spondents spend their Sunday
7. Which scale can be best used for rural surveys?
Answer : Diagrammatic Rating Scale
8. In cluster technique when the difference in rating of each attribute is
added, this method is called as :-
Answer : Single linkage
9. Barometric methods of sales forecasting are :-
Answer : Historical analogy , Product like cycle concept , Survey methods
10. In data analysis, cross tabulation shows the relationship between :-
Answer : Two or more variables
11. In simple regression Yc = a +byz where :-
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 expendit
ure
12. In conjoint analysis ranking involves complex trade offs.
Answer : True
13. ________ is the determinant of how people act.
Answer : Knowledge
14. The ________ has set up districts and boundaries based on homogeneity of
socio-cultural parameters.
Answer : State Re-organization Commission
15. Most of the organizations hire outside agencies to carry out extensive r
esearch.
Answer : True
16. Bibliography contains ________.
Answer : Information of references and secondary data
17. Diagnostic methods of sales forecasting are :-
Answer : Delphi method , Munshi Forecasts , Last Horse method
18. Identify the Close ended question type :-
Answer : Scales
19. Which scale uses numbers as labels only?
Answer : Nominal Scale
20. The preference of Sunsilk Shampoo to Clinic Plus shampoo can be judged w
ith
Answer :Ordinal Scale
21. Question phrasing and structure are eliminated in Semantic differential
scale.
Answer : True
22. A Questionnaire:-
Answer: Motivates a respondent to respond , Facilitates data processing , Is an
instrument for seeking and recording data
23. In trend analysis Y= L x S x C x I where Time = long term movement, seas
onal and cyclical and irregular.
Answer : False
24. In cluster analysis linkage is based on ________distance or neighbour ru
le
Answer : Minimum
25. Informal interview is a ________ format of data collection.
Answer :Unstructured
26. Specialized techniques of Market Research include :-
Answer : National Readership survey , Forced Exposure test , Consumer Panels
27. This question is based on the case study of "RESEARCH ON CONSUMER PRODUC
TS". What are the highlights of the study?
Answer : Competition from major players well entrenched in the market , Inferenc
es about socio-economic status of consumer was to be found , Company wanted to m
anufacture watches
28. Mean or average value is used to estimate when data have been collected
using :
Answer : Interval or ratio scale
29. The unit about which information is collected for analysis is called:-
Answer : Element
30. In exploratory research, the sample is very large and represents a class
.
Answer : False
31. Data published by the audit bureau of circulation is an external publish
ed data.
Answer : True
32. The clients or organization should do the comparison of defined research
problem with ________.
Answer: Other problems that need to be studied
33. Adhoc methods for determining Sample size are :-
Answer : Rules of thumb , Budget constraint , Comparable studies
34. A good Research Design should ensure that the data is gathered :-
Answer : Accurately , Timely , Economically
35. A Specific change in lifestyle is indicated through Demography
Answer : False
36. What are the advantages of Secondary Data?
Answer : Easy Accessibility , Economy , A basis for further research
37. The starting point of the semantic differential scale is neutral.
Answer :False
38. Diagrammatic Rating scale is best used for :-
Answer : Rural Respondents , Children , Illiterate Respondents
39. The ________ uses a cartoon format in which one of the characters is rep
resented as saying something.
Answer : Roseinweig test
40. Searching & Developing Alternatives is done in ________.
Answer : Exploratory Research
41. Attitudes are measured through scaling and projective techniques.
Answer : True
42. Clarity of questions and instructions for filling the form is essential
in :-
Answer : Mail survey
43. What is the publication Report?
Answer: A Report with style, content according to the magazine and journals.
44. Ratio scale does not have a zero point.
Answer : False
45. ________ is the final step of data acquisition plan.
Answer : Data Collection
46. Ethical issues to be observed while writing a report are :-
Answer : No deliberate misinterpretations , Marketing problems should be designe
d to suit hidden agenda , Complete confidentiality and secrecy of data
47. What are the advantages of Secondary Data?
Answer : Easy Accessibility , Economy , A basis for further research
48. Checklists are useful for :-
Answer : Factual data
49. Evaluating the question content is the :-
Answer :4th step
50. Multidimensional scaling consist of :-
Answer : Attribute data , Non attribute data , Similarity and preference
51. ________are used for National Panel Studies.
Answer : Quota controls
52. The objectives of marketing research are
Answer : To understand the consumer needs and wants , To explore the ne
w markets , To analyze the competitors
53. Brand image building is not important in case of industrial product for
quality.
Answer : False
54. Economic indicators in survey method of sales forecasting are :-
Answer : Leading , Co-incident , Lagging
55. A multivariate Statistical technique that uses a class of procedures for
data reduction & summarization is known as :-
Answer :Factor analysis
56. Rural SEC Grid is based on Education and Monthly Household Income
Answer : False
57. District Gazetteer Giving the information about population, public enter
prises, development etc. is an example of :-
Answer: Government Publications
58. The responsibility of a client towards a research firm include ________.
Answer : Disclosure of relevant proprietary data
59. Data interpretation requires ________ and logical skills.
Answer : Qualitative
60. Interpretation of results is highly subjective in ________.
Answer : Projective techniques
61. Short range forecast is done for the duration of :-
Answer : Upto 1 year
62. In MDS the impact of pricing can be studied for the comparison of ______
__.
Answer : Spatial maps
63. Pretesting of Questionnaire includes testing of :-
Answer : Question content , Time taken to answer questions , Categorisation
64. Top of mind recall is observed in :-
Answer : Attitude Research
65. In Conjoint analysis, the assumption is that an individual is incapable
of ranking options on basis of some criterion.
Answer : False
66. Sample size tends to be inversely proportional to cost of sampling.
Answer : True
67. While formulating the research purpose the following points should be ta
ken into consideration :-
Answer : What are the problems or opportunities? , What are the decision alterna
tives? , Who are the users of the research?
68. Balance Sheet is an internal unpublished data.
Answer :False
69. A list of population members used to obtain a sample is known as the:-
Answer : Sampling frame
70. In data interpretation, cross tabulation is the distribution of one vari
ables.
Answer :False
71. Sales forecast helps to decide the :-
Answer :Purchase of inventory
72. In regression analysis, dependent variables can be expressed as a linear
function of impendent variables.
Answer : True
73. The conjoint analysis helps to enable company's to :-
Answer : Conduct brand swot analysis
74. In industrial product research, newer raw materials are studied for ____
____ and functional advantages.
Answer : Pricing
75. What is Executive Report?
Answer : Report for decision makers
76. Taking the responses on which political party will win the upcoming elec
tion is known as ________.
Answer : Opinion Poll
77. When target respondents are intercepted and shopping areas, it is called
Mall Intercept.
Answer : True
78. Spontaneous response from respondent is possible in :-
Answer : Free response questions , Probing questions , Unstructured questions
79. In Report writing, letter of transmission indicates :-
Answer : To whom the report is submitted, reason for research and official autho
rization
80. Scale Intervals can be used for
Answer : Age
81. The test which consists of a series of pictures about which the subject
is asked to tell a story is called :-
Answer : Thematic Apperception Test
82. Transcribing data is involved :-
Answer : Coding sheet on the disk , Transferring the coded data from the questio
nnaires , Coding sheet on to magnetic tapes or directly into computers
83. ________represents a close ended question.
Answer : Scales
84. Stimulated Test Marketing can be used in :-
Answer :Product Concept testing , Pilot study before National launch , Packaging
Appropriateness
85. In online surveys,________ works like focus groups.
Answer : Chat sessions
86. Cluster analysis is used in :-
Answer :Market segment , Understanding buyer behavior , Selecting test markets f
or various marketing strategies
87. Range is the simplest measure of calculation of mean.
Answer :False
88. Descriptors describing the selection criteria of the individuals needed
for the study are known as:
Answer : Respondent Descriptors
89. In data interpretation, cross tabulation is the distribution of one vari
ables.
Answer : False
90. Ethical issues to be observed while writing a report are :-
Answer : No deliberate misinterpretations , Marketing problems should be designe
d to suit hidden agenda , Complete confidentiality and secrecy of data
91. In two mode, two way data of MDS, the products can be compared on the ba
sis of ________ .
Answer : Objective and perceived attributes
92. Semantic Differential Scale can be used for :-
Answer: Rating the Program " Jassi Jaisi Koi Nahin" , Rating the service at Hote
l Taj , Rating the success of a new software
93. Which of the following are the research obligations to the client?
Answer : Honest and clear reporting , Briefing regarding study limitation , Expl
anation of Report Conclusions and aiding client's application
94. In absence of proper________ the market research becomes a data collecti
on exercise.
Answer: Problem Definition
95. The objective of Questionnaire design is to seek consistency with :-
Answer : Method of data collection , Research objective , Respondent's willingne
ss to answer questions on the subject
96. Kurtosis is measure of ________ or flatness of curve defined by the freq
uency distribution.
Answer : Relative peaked ness
97. Ultra violet ink is used to disguise customer coding. This activity is :
-
Answer : A disapproved method
98. A process of recognizing and noting people is known as :-
Answer : Direct Observation Method
99. Pie chart is a round chart divided into sections denoting ________ assoc
iated with each value.
Answer : percentage
100. In MDS the impact of pricing can be studied for the comparison of ______
__.
Answer : Spatial maps
Descriptive Questions:
1. Explain Marketing Research? Discuss the advantages of conducting marketi
ng research.
2. â Marketing research is undertaken to guide managers in the analysis of mar
keting problems.â Critically examine this statement.
3. What are the major areas of Marketing Research? Highlight the steps invo
lved in the process of marketing Research.(Marketing Research during different p
hases of the administrative process)
3. What is Marketing Information System? How does it differ from marketing
research?
4. (a) How does a scientific method differ from a non-scientific method?
(b) Do you think that marketing research satisfies all the characteristics of a
s scientific method? Give reasons for your answer.
5. What is Research Design? Explain various method of research design?
6. Differentiate between Primary and Secondary Data. Explain major secondar
y sources of data, with suitable examples.
7. Explain the concept of attitude? Also explain the general procedure in a
ttitude scaling & Criteria for a good test attitude scaling?
8. What is sampling? Describe the various steps involved in the sampling pr
ocess?
9. Explain the various techniques of sampling? Describe the advantages & di
sadvantages of different techniques of sampling.
10. What is meant by data processing? What are the steps involved in data pr
ocessing?
11. What are the measures of central tendency?
12. What is a hypothesis? What steps are involved in statistical testing of
a hypothesis?
13. Explain Analysis of variance? Describe in brief the different ways of va
riance?
14. Highlight major techniques of sales forecasting. Give examples in suppo
rt of your answer.
15. What is Scaling? What are the major scaling techniques? Elaborate
16. (a) Under what conditions would you suggest cross-sectional research de
sign over longitudinal research design ? Give reasons.
(b) What are the determinants of sample size for marketing surveys?
17. How do you construct a good questionnaire?
18. Describe various probability sampling methods.
19. Write a brief note on discriminate analysis.
20. Describe the practical problems in implementing "Before - After with Con
trol Group" design of experimentation. What can be the ways to overcome them?
21. (a) For what purposes would you recommend Factor Analysis technique in m
arketing research ?
(b) What are the data requirements for applying Factor Analysis technique?
22. A national bank wants to measure its customer service level through obse
rvation method. Describe a suitable sampling plan for this study. How shall you
determine the appropriate sample size for this study?
23. (a) In a marketing research survey the basic demographic, socio-economic
characteristics and the product usage habits of customers have been measured. W
hich method(s) would you recommend for discovering the naturally existing market
segments and why?
(b) You have to conduct Focused Group Discussions among motor-cyclists t
o determine the factors inhibiting use of helmets among them. How would you plan
for an effective focus group discussion?
24. A restaurant in your city wants to ascertain the image it has in the min
ds of its patrons. Construct a five point scale to measure the perceived image o
f the restaurant, using Likart Scale and Semantic Differential Scale. Make sure
that the five items under each format correspond to the same five dimensions.
25. Critically examine the soundness of the following definition of marketi
ng research: â Marketing research is a set of data collection techniques that can b
e used by marketers to help them in their decision making.â
26. a) an airlines marketing manager wants to segment his market. How can cl
uster analysis be used for this purpose?
b) What are the steps involved in conjoint analysis? Explain with the he
lp of example
27. Explain the different bases of classifying reports? Are these mutually e
xclusive
28. Give a typical report outline.
29. What are the advantages of conducting International marketing Research?
Why conducting marketing research overseas if more difficult than doing the
marketing research domestically
30. What is the meaning of media research?
31. What do you mean by product positioning?
32. What are the benefits of conducting test marketing?
33. How Market Research can help in brand positioning?
34. What are the advantages of conducting motivation research?
35 A city restaurant has conducted a survey among 200 diners of the city. T
hey were contacted from five posh colonies of the city using systematic random s
ampling of their households. The head of the family from the selected household
was interviewed with the following questionnaire:
1. Name:___________
2. Address: ______
3. Age: _____________
4. Income per month: _________
5. Occupation: ________
6. Education: ____________
7. Family Size:____________
8. Vegetarian/Non vegetarian
9. Frequency of dining out: ________
10. Most frequently visited restaurants:
(i) ____________
(ii) ___________
(iii) ____________
(iv) ______________
(v) ____________
11. Type of food preferred: _____________
12. Number of persons usually joining for dining out: ___________
13. Average bill amount: _____________
14. Reasons for dissatisfaction with current restaurants:
___________________________
___________________________
___________________________
15. From where do you come to know about new restaurants?
____________________________
____________________________
____________________________
Questions :(a) Comment on the research design for this study.
(b) Comment on the questionnaire.
(c) How will you analyze the data collected from this study?
Write notes on:
(a) Questionnaire Design
(b) Descriptive Research.
c) Data collection
d) Factor analysis
e) Multiple regression analysis
f) Data editing
g) Nominal scaled data analysis
h) Systematic Random Sampling
i) Psychographic research
j) Convenience sampling and judgment sampling
k) Word association test and sentence completion test
l) Pie chart and line chart
m)) Arithmetic Mean and Median
n) Open-ended and close-ended questions
o) Open-ended and close-ended questions
p) Semantic differential scale
q) Case-studies
r) Thurston Scales
s) Guttson Scales
t) Analysis of Variance
u)Correlation & Regression Analysis
v) Bi-variate Analysis
w) Multi dimensional Scaling
x) Stapleâ s Technique
y) Semantic Differential Scaling
z) Conjoint Analysis