Professional Documents
Culture Documents
Section A ( 1 X 20 = 20 Marks )
1. The first step in the Marketing research process is:
a> Research objective
b> Research design
c> Estimating the value of information
d> Research purpose
12. Each question in the survey appears down the side of a page called the
---------- .
a> Stub
b> Banner
c> Variable
d> Cross tab
13. Perceptual maps describe the ___________ of companies or brands.
a> Dimension
b> Positioning
c> Attributes
d> Criteria
Section B ( 2 X 11 = 22 )
8. A report meant for the general public may include all the following except:
a) Visuals
b) Explanation of statistical analyses
c) Glossary of new terms used
d) Synopsis
10. A respondent can abstain from answering which of the following questions?
a) A leading question on problems faced with a manufacturer’s brand
b) An open ended question regarding suggestions for improvement in service
c) A closed ended question on preferred holiday destinations
d) A question on smoking or drinking habits
Section C ( 7 X 4 =28 )
2. Arrange the following steps in the marketing research design process in the
correct sequence and select one of the answers given below- 1. Determining the
scope of the research 2. Developing research hypotheses 3. Specifying
information to be gathered by the research 4.Estimating the value of information
5. Identifying problems or opportunities to be studied 6. Identifying the decision
alternatives
a> . 5, 6, 3, 2, 1, 4
b> 3, 6, 5, 2,1, 4
c> 5, 6, 3, 4, 1, 2
d> 3, 5, 6, 1, 2, 4
4. Match the following sets and select one of the answers given below –
Set A
1. Participant observation
2. Direct observation
3. Indirect observation
4. Controlled observation
Set B
a. Clear decisions on what, how & when to observe
b. Recording by mechanical devices
c. Recording of events as they occur
d. Concealing of researcher’s purpose
A. 1c, 2d, 3b, 4a
B. 1d, 2c, 3b, 4a
C. 1a, 2c, 3d, 4b
D. 1b, 2a, 3c, 4d
5. Arrange the following steps in hypothesis testing in the right sequence and
select one of the answers given below- 1. Comparing the probability 2.
Calculating the probability 3. Selecting a random sample & computing an
appropriate value 4. Deciding the distribution to use 5. Making a formal
statement 6. Selecting a significance level
a> 5, 6, 4, 3, 2, 1
b> 6, 5, 4, 3, 2, 1
c> 5, 6, 4, 1, 2, 3
d> 5, 6, 4, 2, 3, 1
6. Match the following sets and select one of the answers given below –
Set A
1) Cluster sampling
2) Area sampling
3) Multi-stage sampling
4) Replicated sampling
Set B
a) Selection of sub samples from population
b) Population scattered over a wide area
c) Geographical areas selected as sampling units
d) Sampling units consist of population elements
A. 1d, 2c, 3b, 4a
B. 1c, 2d, 3b, 4a
C. 1b, 2c, 3d, 4a
D. 1a, 2c, 3d, 4b
7. Match the following sets and select one of the answers given below –
Set A
1. Cross tabulation
2. Multiple regression
3. Perceptual mapping
4. Conjoint analysis
Set B
a. Choices between attributes
b. Comparison of competing firms on key attributes
c. Effect of other variables on dependent variable
d. Examination of variables for possible relationships
A. 1d, 2c, 3b, 4a
B. 1c, 2d, 3b, 4a
C. 1a, 2d, 3b, 4c
D. 1a, 2c, 3d, 4b