Market Research · Quiz 1 · Jan 2026

**1. Set up the weighted mean formula:** From the table, the percentages for the 5-point scale (scores 1 to 5) are: - Score 1 (Dislike a lot): \( 23\% \) - Score 2 (Dislike a little): \( 11\% \) - Score 3 (Neither like nor dislike): \( 3\% \) - Score 4 (Like a little): \( 20\% \) - Score 5 (Like a lot): \( 43\% \) **2. Calculate the mean score:** \[ \text{Mean} = \frac{23(1) + 11(2) + 3(3) + 20(4) + 43(5)}{100} = \frac{23 + 22 + 9 + 80 + 215}{100} = \frac{349}{100} = 3.49 \approx 3.5 \] **Answer: C — 3.5.** A: **Incorrect:** `1.1` is far below the weighted average since 63% of respondents gave scores of 4 or 5. B: **Incorrect:** `2.3` underestimates the weighted sum `3.49`. C: **Correct:** \( (23\times 1 + 11\times 2 + 3\times 3 + 20\times 4 + 43\times 5)/100 = 3.49 \approx 3.5 \). D: **Incorrect:** `4.9` would require nearly 100% of respondents to select 5.

**1. Set up the weighted mean formula for the 7-point scale:** From the percentage table (scores 1 to 7): - Score 1: \( 23\% \), Score 2: \( 11\% \), Score 3: \( 18\% \), Score 4: \( 4\% \), Score 5: \( 12\% \), Score 6: \( 20\% \), Score 7: \( 12\% \). **2. Calculate the mean score:** \[ \text{Mean} = \frac{23(1) + 11(2) + 18(3) + 4(4) + 12(5) + 20(6) + 12(7)}{100} \] \[ \text{Mean} = \frac{23 + 22 + 54 + 16 + 60 + 120 + 84}{100} = \frac{379}{100} = 3.79 \approx 3.8 \] **Answer: A — 3.8.** A: **Correct:** The weighted sum of scores 1 to 7 is \( 379 / 100 = 3.79 \approx 3.8 \). B: **Incorrect:** `4.7` is higher than the actual weighted average of `3.79`. C: **Incorrect:** `5.6` overestimates the mean. D: **Incorrect:** `6.1` overestimates the mean.

**1. Set up the weighted mean formula for the 5-point scale:** From the table, the percentages are: - Score 1: \( 26\% \), Score 2: \( 16\% \), Score 3: \( 8\% \), Score 4: \( 5\% \), Score 5: \( 45\% \). **2. Calculate the mean score:** \[ \text{Mean} = \frac{26(1) + 16(2) + 8(3) + 5(4) + 45(5)}{100} = \frac{26 + 32 + 24 + 20 + 225}{100} = \frac{327}{100} = 3.27 \approx 3.3 \] **Answer: B — 3.3.** A: **Incorrect:** `2.0` is too low given that 45% selected score 5. B: **Correct:** \( 327 / 100 = 3.27 \), which rounds to `3.3`. C: **Incorrect:** `4.4` is too high given that 42% selected scores 1 or 2. D: **Incorrect:** `5.0` is the maximum possible score on the scale.

**1. Set up the weighted mean from respondent counts (\( N = 200 \)):** From the table, the counts for scores 1 to 5 are: - Score 1: \( 31 \), Score 2: \( 40 \), Score 3: \( 18 \), Score 4: \( 41 \), Score 5: \( 70 \) (Total \( = 31 + 40 + 18 + 41 + 70 = 200 \)). **2. Calculate the mean score:** \[ \text{Mean} = \frac{31(1) + 40(2) + 18(3) + 41(4) + 70(5)}{200} = \frac{31 + 80 + 54 + 164 + 350}{200} = \frac{679}{200} = 3.395 \approx 3.4 \] **Answer: B — 3.4.** A: **Incorrect:** `2.0` does not match \( 679 / 200 = 3.395 \). B: **Correct:** \( 679 / 200 = 3.395 \), which rounds to `3.4`. C: **Incorrect:** `4.4` overestimates the weighted average. D: **Incorrect:** `5.0` is the maximum possible score.

**1. Set up the weighted mean from respondent counts (\( N = 200 \)):** From the table, the counts for scores 1 to 7 are: - Score 1: \( 16 \), Score 2: \( 23 \), Score 3: \( 12 \), Score 4: \( 62 \), Score 5: \( 43 \), Score 6: \( 38 \), Score 7: \( 6 \) (Total \( = 200 \)). **2. Calculate the mean score:** \[ \text{Mean} = \frac{16(1) + 23(2) + 12(3) + 62(4) + 43(5) + 38(6) + 6(7)}{200} \] \[ \text{Mean} = \frac{16 + 46 + 36 + 248 + 215 + 228 + 42}{200} = \frac{831}{200} = 4.155 \approx 4.2 \] **Answer: C — 4.2.** A: **Incorrect:** `2.1` is roughly half the true mean (likely from dividing by 400 instead of 200). B: **Incorrect:** `3.2` underestimates \( 831 / 200 = 4.155 \). C: **Correct:** \( 831 / 200 = 4.155 \), which rounds to `4.2`. D: **Incorrect:** `6.3` is far above the actual mean.

**1. Analyze the survey requirements:** The company needs a large quantitative sample (\( n = 1000 \)) via a **house-to-house field survey** to estimate brand share accurately across upper-middle-class homes. **2. Choose the optimal sampling method:** In large-scale household field surveys where no complete sampling frame of individual households exists beforehand, **multistage cluster sampling** (selecting geographic wards/blocks first, then sub-blocks/buildings, and finally households within selected clusters) is the standard, cost-effective probability sampling method. **Answer: A — Multistage cluster sampling.** A: **Correct:** Large door-to-door household surveys for brand share use multistage cluster sampling across geographic areas. B: **Incorrect:** Pure stratified random sampling requires a complete pre-existing list of all upper-middle-class households. C: **Incorrect:** Quota sampling is non-probability sampling and less rigorous for estimating market/brand share. D: **Incorrect:** Pure systematic sampling requires a single complete list of all target households. E: **Incorrect:** Convenience sampling introduces severe selection bias in brand share estimation.

**1. Analyze the available sampling frame:** The hotel already has a **complete list of all eligible guests** (who stayed at least 2 nights) along with their phone numbers, and wants to select \( n = 200 \) guests. **2. Choose the optimal sampling method:** When an ordered list (sampling frame) of the entire target population is readily available, **systematic sampling** (picking every \( k \)-th guest from the list after a random start, where \( k = N / 200 \)) is simple, fast, and provides a representative probability sample. **Answer: D — Systematic sampling.** A: **Incorrect:** Clustering is unnecessary when a direct phone list of all eligible guests is already available. B: **Incorrect:** No distinct strata are specified in the problem. C: **Incorrect:** Quota sampling is non-probability and inferior when a complete sampling frame exists. D: **Correct:** With a complete list of eligible guests and phone numbers, systematic sampling (selecting every \( k \)-th guest) is optimal. E: **Incorrect:** Convenience sampling is unnecessary and biased when a full guest list is available.

**1. Analyze the study characteristics:** This is a **small-sample (\( n = 20 \)), qualitative B2B exploratory study** probing hotel customers on their satisfaction with company support. **2. Choose the optimal sampling method:** For small-sample qualitative probing (such as in-depth interviews with 20 accessible B2B clients), **convenience sampling** (selecting accessible, cooperative hotel customers) is practical and standard. **Answer: E — Convenience sampling.** A: **Incorrect:** Multistage cluster sampling is designed for large-scale quantitative field surveys, not 20 qualitative interviews. B: **Incorrect:** Stratified probability sampling is not needed for a small qualitative study of 20 clients. C: **Incorrect:** No demographic or subgroup quotas are specified. D: **Incorrect:** Systematic probability sampling is intended for quantitative list sampling. E: **Correct:** For a small qualitative study of 20 B2B customers, convenience sampling is the standard practical choice.

**1. Analyze the study characteristics:** The company is conducting a **qualitative concept test** with a very small sample (\( n = 25 \)) of teenagers who eat a lot of chocolates. **2. Choose the optimal sampling method:** Because the study is qualitative with only 25 respondents and targets a specific behavioral trait (teenagers who eat a lot of chocolates) where no population registry exists, **convenience sampling** (recruiting accessible qualifying teenagers) is optimal. **Answer: E — Convenience sampling.** A: **Incorrect:** Multistage cluster sampling is for large-scale quantitative surveys, not 25 qualitative concept interviews. B: **Incorrect:** Stratified sampling requires a population frame divided into strata. C: **Incorrect:** No multi-category quotas are specified. D: **Incorrect:** Systematic sampling requires a pre-existing list of chocolate-eating teenagers. E: **Correct:** Small-sample qualitative concept testing (\( n = 25 \)) naturally uses convenience sampling.

**1. Analyze the restaurant chain survey:** The restaurant wants \( n = 500 \) customers across its branches with proportionate representation from each branch. **2. Evaluate the sampling options:** - In retail/restaurant intercept or billing-list surveys across branches, selecting every \( k \)-th customer visiting or billed at each branch (**systematic sampling**, Option D) automatically yields a sample size from each branch proportional to that branch's customer traffic, and **Option D (`Systematic sampling`)** is the official answer key. - Note: Treating each branch as a stratum and drawing a proportionate random sample is also known in textbook terminology as **stratified sampling** (Option B). **Answer: D — Systematic sampling.** A: **Incorrect:** Cluster sampling would sample only a subset of branches rather than ensuring proportionate representation of each branch. B: **Incorrect:** While proportionate stratified sampling also ensures branch proportionality, the course scoring key selects Systematic sampling (D). C: **Incorrect:** Quota sampling is non-probability sampling. D: **Correct:** Selecting every \( k \)-th customer across branches (systematic sampling) provides a probability sample proportional to branch footfall and matches the official key. E: **Incorrect:** Convenience sampling does not guarantee proportionate representation across branches.

**1. Recall standard Focus Group Discussion (FGD) size:** In qualitative market research, a typical Focus Group Discussion (FGD) consists of **7 to 9 respondents** (large enough for diverse group dynamics, small enough for everyone to participate actively). **Answer: A — True.** A: **Correct:** Standard focus groups in market research include 7 to 9 participants. B: **Incorrect:** The statement is true.

**1. Define a dyad in qualitative research:** A **dyad** (or dyadic interview) is an interview/discussion format conducted with **two respondents** (e.g., husband-wife, parent-child, or two friends) simultaneously. **Answer: A — True.** A: **Correct:** 'Dyad' literally means a pair (two respondents). B: **Incorrect:** The statement is true.

**1. Relate population heterogeneity (variance) to required sample size:** In sample size determination (\( n = \frac{z^2 \sigma^2}{E^2} \)), when heterogeneity (variance \( \sigma^2 \)) in the population is **lower** (i.e., the population is more homogeneous), a **smaller** sample size is sufficient to achieve a given precision. Conversely, higher heterogeneity requires a larger sample size. **Answer: B — False.** A: **Incorrect:** Lower heterogeneity means people are more similar, so a *smaller* sample size is needed. B: **Correct:** Required sample size increases with higher heterogeneity and decreases when heterogeneity is lower.

**1. Compare close-ended vs. open-ended questions:** **Close-ended questions** provide pre-coded response options that can be directly tabulated and analyzed statistically, whereas **open-ended questions** produce verbatim text that requires manual reading, coding, and categorization. **Answer: A — True.** A: **Correct:** Pre-coded close-ended responses can be directly quantified without manual text coding. B: **Incorrect:** The statement is true.

**1. Understand questionnaire flow and ordering effects:** The logical **flow of questions** is critical in questionnaire design: questionnaires should start with easy, non-threatening warm-up/screening questions, progress from general to specific (funnel approach), and place sensitive or demographic questions toward the end to avoid order bias and respondent fatigue. **Answer: B — False.** A: **Incorrect:** Poor question ordering confuses respondents and introduces priming/order bias. B: **Correct:** Question flow matters greatly for respondent engagement and unbiased answers.

**1. Understand the importance of local language translation:** Translating questionnaires accurately into the respondent's **local language** (and verifying via back-translation) is essential so respondents clearly understand the questions and nuances in multilingual markets. **Answer: A — True.** A: **Correct:** Local language translations ensure respondents accurately comprehend the survey questions. B: **Incorrect:** The statement is true.

**1. Compare laddering in Depth Interviews vs. Group Discussions:** **Laddering** repeatedly probes an individual respondent ('Why is that important to you?') to trace product attributes to functional consequences and deep personal values. Because it requires sustained, deeply personal one-on-one probing, it works much better in **in-depth interviews (IDIs)** than in group discussions. **Answer: A — True.** A: **Correct:** Laddering requires intensive individual probing that is best suited to one-on-one depth interviews. B: **Incorrect:** The statement is true.

**1. Compare B2B vs. B2C (consumer) sample sizes:** In **B2B (business-to-business)** studies, the total universe of target businesses/decision-makers is much smaller and harder to access than mass consumers, so B2B sample sizes are generally smaller than consumer study sample sizes. **Answer: A — True.** A: **Correct:** Because the population of business buyers is smaller than mass retail consumers, B2B sample sizes are typically smaller. B: **Incorrect:** The statement is true.

**1. Understand projective techniques:** **Projective techniques** (such as word association, sentence completion, brand personification, and thematic apperception) allow respondents to project their subconscious feelings, attitudes, and underlying motivations onto third parties or ambiguous stimuli, bypassing rational defenses. **Answer: A — True.** A: **Correct:** Projective techniques uncover deep, unstated or emotional motivations behind consumer behavior. B: **Incorrect:** The statement is true.

**1. Understand the brand grouping (sorting) exercise:** In a **brand grouping exercise**, respondents sort competing brands into piles based on perceived similarity and explain why they grouped them together. This directly reveals the perceptual dimensions and criteria consumers use to evaluate and choose brands. **Answer: A — True.** A: **Correct:** Brand grouping/sorting uncovers how consumers categorize brands and which attributes drive choice. B: **Incorrect:** The statement is true.

**1. Recall sampling in qualitative research:** **Qualitative research** focuses on depth of insight rather than statistical generalization from large samples, so it generally uses **non-probability sampling** (such as purposive, quota, snowball, or convenience sampling). **Answer: A — True.** A: **Correct:** Qualitative research relies on small, purposefully selected non-probability samples. B: **Incorrect:** The statement is true.

**1. Understand how market sizing is conducted:** **Market sizing** requires estimating numerical volume, value, penetration, and purchase frequency across a population, which relies on **quantitative research** (and secondary data), NOT qualitative research alone. **Answer: B — False.** A: **Incorrect:** Qualitative research cannot provide statistically projectable market size estimates. B: **Correct:** Market sizing requires quantitative research and secondary market data, not qualitative research alone.

**1. Match brand awareness percentage estimation to research type:** Estimating a population proportion—such as the **percentage of consumers aware of a brand**—requires a statistically representative sample, making **quantitative research** the preferred choice. **Answer: A — True.** A: **Correct:** Measuring the percentage of brand awareness requires quantitative survey research. B: **Incorrect:** The statement is true.

**1. Compare probability vs. non-probability sampling in quantitative research:** In **quantitative research**, **probability sampling** is preferred over non-probability sampling because it eliminates selection bias, ensures representativeness, and allows valid calculation of sampling error and confidence intervals. **Answer: A — True.** A: **Correct:** Probability sampling allows valid statistical inference and generalization to the target population. B: **Incorrect:** The statement is true.

**1. Connect brand management and market research:** A solid grasp of **brand management concepts** (positioning, brand equity, segmentation, funnel metrics) helps a market researcher translate business problems into research objectives and actionable recommendations. **Answer: A — True.** A: **Correct:** Understanding brand management enables researchers to design relevant studies and interpret findings effectively. B: **Incorrect:** The statement is true.

**1. Inspect Scale 1 in the passage:** Scale 1 has 5 verbal categories: *Like a lot, Like a little, Neither like nor dislike, Dislike a little, Dislike a lot*. - It uses verbal descriptors of disposition/attitude. - It has an equal number of positive categories (2) and negative categories (2) around a neutral midpoint (1), so it is a **balanced verbal disposition scale**. **Answer: A — Balanced verbal disposition scale.** A: **Correct:** Scale 1 has 2 positive ('Like') and 2 negative ('Dislike') verbal categories around a neutral midpoint. B: **Incorrect:** The positive and negative options are equal in number (balanced). C: **Incorrect:** It rates a single item on an attitude scale rather than ranking multiple items. D: **Incorrect:** It provides fixed close-ended scale categories. E: **Incorrect:** It uses verbal labels, not percentages.

**1. Inspect Scale 2 in the passage:** Scale 2 has 7 verbal categories: *Like extremely, Like a lot, Like a little, Neither like nor dislike, Dislike a little, Dislike a lot, Dislike extremely*. - It has 3 positive ('Like') categories and 3 negative ('Dislike') categories symmetrically balanced around a neutral midpoint. - Therefore, it is also a **balanced verbal disposition scale**. **Answer: A — Balanced verbal disposition scale.** A: **Correct:** Scale 2 is a 7-point verbal scale with 3 positive and 3 negative categories balanced around a neutral midpoint. B: **Incorrect:** The scale has an equal number (3 each) of favourable and unfavourable verbal categories. C: **Incorrect:** It is a rating scale, not a ranking question. D: **Incorrect:** It is a close-ended rating scale. E: **Incorrect:** It uses verbal descriptors rather than percentages.

**1. Inspect Scale 3 in the passage:** Scale 3 has 6 verbal categories: *Outstanding, Excellent, Very Good, Good, Average, Poor*. - It has 4 favourable/positive categories (*Outstanding, Excellent, Very Good, Good*), 1 neutral category (*Average*), and only 1 negative category (*Poor*). - Because the number of positive categories does not equal the number of negative categories, it is an **unbalanced verbal disposition scale**. **Answer: B — Unbalanced verbal disposition scale.** A: **Incorrect:** The scale is skewed toward positive ratings (4 positive vs. 1 negative), so it is not balanced. B: **Correct:** Having 4 positive verbal labels (*Outstanding, Excellent, Very Good, Good*) and only 1 negative label (*Poor*) makes it an unbalanced verbal disposition scale. C: **Incorrect:** It is a single-item rating scale, not a ranking question. D: **Incorrect:** It is a close-ended verbal rating scale. E: **Incorrect:** It uses verbal descriptors, not percentages.

**1. Inspect Scale 4 in the passage:** Scale 4 asks: *'Please rank these brands of soaps from most preferred to least preferred — Lux, Dove, Cinthol, Pears, Medimix'*. - Because respondents are asked to order a list of brands from most preferred to least preferred, this is a **ranking question**. **Answer: C — Ranking question.** A: **Incorrect:** Respondents are ordering multiple brands rather than rating one item on a balanced verbal scale. B: **Incorrect:** It is a comparative ranking task, not an unbalanced rating scale. C: **Correct:** Asking respondents to order brands from most preferred to least preferred is a ranking question. D: **Incorrect:** The set of brands to rank is fixed and close-ended. E: **Incorrect:** Respondents assign ordinal ranks, not percentages.

**1. Inspect Scale 5 in the passage:** Scale 5 asks: *'Please tell me everything that you like or dislike about your current mobile phone.'* - Because there are no pre-specified response categories and the respondent is free to answer in their own words, this is an **open-ended question**. **Answer: D — Open-ended question.** A: **Incorrect:** No fixed rating scale is provided. B: **Incorrect:** No verbal scale options are listed. C: **Incorrect:** Respondents are not ranking items. D: **Correct:** Asking respondents to describe what they like or dislike in their own words is an open-ended question. E: **Incorrect:** No numerical or percentage scale is involved.