MODEL PAPER-I

MBA - THIRD SEMESTER EXAMINATION

Contemporary Marketing Research

Note: All the questions shall be compulsory, carrying one mark each. [1 20 = 20]

1) Which of the following is not a defined use of marketing research?

a) To justify previous marketing decisions
b) To identify and define marketing opportunities and problems
c) To generate, refine and evaluate marketing actions
d) To monitor marketing performance
2) The primary purpose of descriptive research is to
a) Describe the way things are
b) Predict the way things will be based on the way things are
c) Identify relationships between variables
d) Find cause and effect relationships
3) A research proposal is best described as a(n):
a) Framework for data collection and analysis
b) Description of the research process for a research project
c) Description of how the researcher plans to maintain an ethical perspective during the study
d) Argument for the merit of the study
4) A hypothesis can be described as:
a) A hunch.
b) A wild guess.
c) A type of statement made by researchers when they are attempting to get funding for their research.
d) A prediction of some sort regarding the possible outcomes of a study.
5) Which of the following is the method of collection of primary data?
a) Direct Personal Investigation b) Indirect Oral Investigation
c) Information by Local Resources d) All of the above

6) The main source of Primary data include:

a) Experimentation b) Published study reports
c) Interview of respondent d) Internal company record
7) If we use a scale setting up 5 categories of ethnic origins what type of scale would this represent?
a) Nominal b) Ratio
c) Interval d) Ordinal
8) Which of the following is not a form of scale as classified by the method of scale construction?
a) Consensus b) Rating
c) Cumulative d) Factor
9) A factorial design is one in which ____.
a) Only one independent variable is studied to determine its effect on the dependent variable
b) Only two independent variables are simultaneously studied to determine their independent and interactive
effects on the dependent variable
c) Two or more independent variables are simultaneously studied to determine their independent and interactive
effects on the dependent variable
d) Two dependent variables are studied to determine their interactive effects
10) The randomised block design:
a) Can be appropriate when there is a single major extraneous variable.
b) Is used when we wish to measure only main effects.
c) Can be used when we wish to measure both main and interaction effects.
d) A and C only.
11) Which of the following samples is not a probability sample design?
 a) Stratified sample b) Multi-stage sample
c) Cluster sample d) Quota sample
12) In which of the following sample designs, maps rather than lists or registers are used as the sampling frame?
a) Simple random sample b) Cluster sample
c) Area sample d) None of the above
13)
When the null hypothesis is H0: = 50, the alternative hypothesis can be
a) H1 : = 49 b) H1 : 49
c) H1 : < 50 d) H1 : 50
14) A chi-square value can never be negative because
a) The observed frequencies cannot be negative.
b) Differences between observed and expected frequencies are squared.
c) The sum of the differences is computed.
d) None of these.
15) Which technique attempts to determine the relative importance consumers attach to salient attributes and the
utilities they attach to the levels of attributes?
a) Discriminant analysis b) Regression
c) MANOVA d) Conjoint analysis
e) Factor analysis
16) _____ is useful for discovering patterns among the variables in order to determine if an underlying combination of
the original variables can summarize the original set.
a) Multidimensional scaling b) Factor analysis
c) Conjoint analysis d) Discriminant analysis
e) MANOVA
17) Cluster analysis refers to a
a) Class of procedures for representing perceptions and preferences of respondents spatially by means of a
visual display
b) Multivariate interdependence technique whose primary objective is to classify objects into relatively
homogeneous groups based on the set of variables considered
c) Class of procedures for representing attitudes of respondents in the form of a map
d) Graphical representation of respondents' beliefs about the relationship between objects with respect to two or
more dimensions
e) Direct approach to gathering perceptual data for MDS
18) Which method of analysis does not classify variables as dependent or independent?
a. Regression analysis b. Discriminant analysis
c. Analysis of variance d. Cluster analysis
19) An examination of differences across groups lies at the heart of the basic concept of _____.
a) Regression analysis b) Discriminant analysis
c) Conjoint analysis d) Factor analysis
20) The unstandardized coefficients are multiplied by the values of the variables. These products are summed and
added to the constant term to obtain the _____.
a) Discriminant function coefficients b) Classification matrix
c) Discriminant scores d) Canonical correlation
 MODEL PAPER-II
MBA - THIRD SEMESTER EXAMINATION

Contemporary Marketing Research

Note: All the questions shall be compulsory, carrying one mark each. [1 20 = 20]
1) Marketing research is the function linking the consumer, customer and public to the marketer through:
a) The media b) Information
c) Opinion polls d) Marketing research agencies

2) In which approach to qualitative research do the researchers intend to generate a theory that is based on data
systematically gathered and analysed?
a) Phenomenology b) Biography
c) Grounded theory d) Case study
3) The null hypothesis is:
a) The assumption there is no relationship or difference between the variables you are testing.
b) The assumption that a significant result is unlikely.
c) The pattern between the variables you are testing.
d) The assumption that there is a relationship or difference between the variables you are testing.
4) Which section of a research proposal describes succinctly what the research proposes to investigate?
a) Purpose of the study b) Justification of the study
c) Research question d) Definition of terms

5) Marketing research data is gathered by:

a) Observation b) In-depth Interviews
c) Controlled experiment d) All of the above
6) Which of the following refers to content validity?
a) Repeated administrations of the same test on different subjects get the same results
b) Experts all over the world agree on the dimensions of the construct
c) The same results have been obtained by many experts in an experiment
d) Both A and C
7) Which one of these is a self-administered questionnaire?
a) Face-to-face questionnaire b) Personal questionnaire
c) Telephone questionnaire d) Postal questionnaire
8) What are secondary data?
a) Unimportant data b) Ordinary data
c) Existing data d) Ordinal data
9) In experimental design the critical safeguard to assure equivalency is:
a) Random assignment. b) Random selection.
c) Matching. d) Covariance analysis.

10) You have been asked to measure the relative effect of three types of persuasive messages on employees in a
company. You have reason to believe that your results might easily be confounded by the sex of the subject so you
use the following experimental design.
a) Latin square. b) Factorial
c) Randomised block. d) Completely randomised.
e) None of the above.
11) Why is a census survey not popular?
a) It is very costly. b) It takes more time.
c) It requires a large number of investigators. d) All the above.
12) When the sample size increases, which of the following is correct?
a) The standard error remains unchanged. b) The standard error increases.
c) The standard error declines. d) None of the above.

13) When a null hypothesis is rejected, then it is possible that

a) A Type II error has been made b) A correct decision has been made
 c) Neither (a) nor (b) has occurred d) Both (a) and (b) have occurred
14) Assuming that we want to test whether a population mean is significantly smaller or larger than 50, what should be
our alternative hypothesis?
a) < 50 b) > 50
c) From the information given, it is not possible to determine. d) 50
15) A factor loading is:
a) A correlation coefficient between a variable and a factor (cluster of variables).
b) The correlation between a binomial variable and a variable which has a continuous distribution of scores.
c) The correlation of a variable with a whole score.
d) Empirically based hypothetical variable consisting of items which are strongly associated with each other.

16) Which techniques allow the researcher to develop a decision rule that describes the relationship of several
independent variables on one dependent variable?
a) Canonical analysis b) Factor analysis
c) MANOVA d) Conjoint analysis
17) The most important part of _____ is selecting the variables on which clustering is based.
a) Interpreting and profiling clusters b) Selecting a clustering procedure
c) Assessing the validity of clustering d) Formulating the clustering problem
18) _____ is frequently referred to as k-means clustering.
a) Non-hierarchical clustering b) Optimizing partitioning
c) Divisive clustering d) Agglomerative clustering
19) Discriminant analysis is a statistical technique that _____.
a) Identifies homogeneous subgroups
b) Identifies patterns underlying combinations of the original variables capable of summarizing the original set
c) Develops a perceptual map of the locations of some objects relative to others
d) Predicts or explains the value for a dependent variable using the values of independent variables
e) Uses two or more independent, metric variables to classify observations into categories of a nominal,
dependent variable
20) 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