Market Research · Quiz 1 · May 2025

Find the estimate of the probability of acceptance using the given code. Enter the answer correct to three decimal places.

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

Excessive use of open-ended questions in a quantitative study questionnaire indicate that the researcher is being lazy

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

Very often, good quality responses are not given by respondents for open-ended questions

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

When deciding which scale to use in a questionnaire, it is better to continue using the same scale with which the researcher has prior experience

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

A balanced scale is generally preferable to an unbalanced scale

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

When there is a mid-point on a scale, most respondents prefer to choose it

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

The findings from a scale questions must be normally distributed

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

Good translation is very important for getting a questionnaire right

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

The flow of a questionnaire is one of the first and most important steps in writing it

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

The scale shown here is a balanced scale since the term “above average” can be interpreted as a neutral point– very poor, somewhat poor, above average, somewhat good, very good

For the given statements with respect to questionnaire design and scales. Pl indicate true / false for the each subquestions

Using consumer speak is more important than the technically exact marketing term in a questionnaire

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

The laddering technique works better in individual depth interviews than in GDs

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

If we use laddering in DIs, we can identify the most common nodal points in the ladder and build a strategy around that

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

A wide range of knowledge of people’s cultures and behaviour is useful for a researcher

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

We should always record any discussion only after informing the respondents and taking prior permission from them

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Quali researchers use brand grouping exercises to help identify the dimensions driving brand choice

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Projective techniques need a skilled moderator to provide reliable results

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Quali research is much more useful than quantitative research to understand consumer motivations

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

A group discussion works best when there are 7 to 9 respondents

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Trained respondents make it easier to get high quality data

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Qualitative research generally uses probability sampling

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

When moderated skilfully, GDs can be used for demand estimation

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Quanti research is the preferred choice when we need to estimate the % who are aware of a brand

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Any kind of measurement necessarily requires quali research

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Quali research is more useful than quanti for understanding the consumers’ thought processes

For the given statements with respect to qualitative research. Pl indicate true / false for the each subquestions .

Understanding consumer behaviour patterns requires probability sampling

For each of the given situations, what sampling method is optimal in the subquestions

A retailer wants to do a study over phone among those who have bought earlier but have not come back in the last two years. They have a list of all such lapsed customers with their name and phone number. The required sample size is 300 customers.

For each of the given situations, what sampling method is optimal in the subquestions

A company plans to do a house-to-house field survey to find the awareness of health insurance. The required sample size is 600, spread across upper middle class households

For each of the given situations, what sampling method is optimal in the subquestions

A hospital chain wants to find out how satisfied the discharged patients are and if they will recommend the hospital to others. The hospital wants a sample size of 300 discharged patients selected in such a way as to ensure proportionate representation to those who underwent surgery, were in the ICU, etc.

For each of the given situations, what sampling method is optimal in the subquestions

An insurance firm wants to conduct a small sample study to understand the attitude of families towards health insurance as a product. The required sample size is 20, and the nature of probing will be in-depth.

For each of the given situations, what sampling method is optimal in the subquestions

A hair care company plans to test out a new serum concept meant for controlling hair loss among young women. The targeted sample size is 30 and the probing will be qualitative in nature

A manufacturer of moisturizing lotions wants to do a sample survey about the brand standing of its brand. It plans to do a house-to-house multistage cluster sampling survey. Thecompany classifies its customers based on skin type (dry / oily / normal) and age (Young / Early middle age / Late middle age / Elder) and customizes its designs accordingly. The company wants to do the study in two cities. The company wants to have a robust sample size in EACH city with no compromises. What should be the sample size?

An insurance firm decides to do a customer satisfaction study and decides that the key metric will be the mean score of satisfaction measured on a 5 point scale (from very poor to very good). The company wants to be 95% confident that the findings on the mean score on the 5 point scale is plus or minus 10% accurate. What should be the sample size?

If the company instead decides that the key metric is the percentage of customers who give 4 or 5 on the 5-point scale, and wants the same level of accuracy (plus or minus 10% accurate) and confidence (95%), then what should be the sample size?

A family consists of Mr. Chandrashekhar who is 54, his wife Mrs. Amala who is 49, and his daughter Rama Priya who is 25 (all of whom live in the same house in Bangalore). Mr. Chandrashekhar is a former bank officer who took voluntary retirement due to ill health and contributes some pension money to the running of the household. Mrs. Amala has always been a homemaker and continues to cook and keep house for the family. Rama Priya is a software executive and is the main contributor to the family running. Based on the above data, answer the given subquestions.

In the given description, who is the Chief Wage Earner…?

A family consists of Mr. Chandrashekhar who is 54, his wife Mrs. Amala who is 49, and his daughter Rama Priya who is 25 (all of whom live in the same house in Bangalore). Mr. Chandrashekhar is a former bank officer who took voluntary retirement due to ill health and contributes some pension money to the running of the household. Mrs. Amala has always been a homemaker and continues to cook and keep house for the family. Rama Priya is a software executive and is the main contributor to the family running. Based on the above data, answer the given subquestions.

In the given description, who is the householder?

Please look at the grid below and identify the SEC under the following situations of the household

Based on the above data, answer the given subquestions.

A family of three. All three are graduates. Father is a bank officer in middle management who is close to retirement age, mother a homemaker, son working in a software firm in junior management role. The father’s pension is used for running the household, but the son is the highest earning member in the household

Please look at the grid below and identify the SEC under the following situations of the household

Based on the above data, answer the given subquestions.

A couple. Husband is a CA, works as the VP Marketing in an FMCG firm. The wife is also employed and takes care of the household expenses. She is a Principal in a city school. She is a doctorate with a PhD in literature

Please look at the grid below and identify the SEC under the following situations of the household

Based on the above data, answer the given subquestions.

A middle-aged couple with a 22 year daughter who is about to start working in the software industry. Husband is a graduate in Visual Communications and runs his own advertising agency business with three employees. Wife is also a graduate and works part-time in the husband’s firm. The husband’s salary is used for meeting monthly household expenses.

Please look at the grid below and identify the SEC under the following situations of the household

Based on the above data, answer the given subquestions.

A young couple with a child of 8 years old. Father is a college dropout who runs a garment retail shop with two assistants. Mother is a post graduate who does part time work from home. Income of both are used to meet household running expenses – in the ratio of 75:25 between the husband and wife

Please look at the grid below and identify the SEC under the following situations of the household

Based on the above data, answer the given subquestions.

A family of five. Husband is the bodyguard of a famous film star and Wife does the cooking in the same star’s house. No children. The husband has studied till 12\(^{th}\) class in school and the wife is just about literate but has no formal schooling. The husband takes care of managing the expenses for the whole family