Market Research · Quiz 1 · Jan 2024

For the following situations, what sampling method is optimal? A company plans to do a house-to-house field survey to find the penetration of water heaters. The required sample size is 500, spread across middle income households

For the following situations, what sampling method is optimal? An insurance company wants to do a customer satisfaction study over phone with customers who have claimed insurance within the last six months. The required sample size is 450 customers.

For the following situations, what sampling method is optimal? A biscuits company wants to conduct a small sample study to understand to what extent the main distributors have adopted the company’s new channel management software. The required sample size is 20, and the nature of probing will be in-depth.

For the following situations, what sampling method is optimal? A garments company plans to understand feedback on a new clothing item meant for use by pregnant women while going about their daily routine. The targeted sample size is 25 and the probing will be qualitative in nature

For the following situations, what sampling method is optimal? An airline wants to know how satisfied its passengers are with the in-flight service. The company wants a sample size of 300 customers selected in such a way as to ensure proportionate representation to flyers on different routes and at different times of day

Answer the given subquestions.

A manufacturer of biscuits wants to do a sample survey about the popularity of milk-based biscuits. It plans to do a quantitative survey. The company classifies its customers based on gender (male / female) and age (5 to 10 years / 11 to 15 years) and customizes its designs accordingly. The company wants to do the study in only one city. The company wants to have a robust sample size with no compromises. What should be the minimum sample size?

Answer the given subquestions.

The same company now decides to do a taste test for its milk biscuits among a random sample of children. The company decides that the key metric will be the liking of the overall taste measured on a 5 point scale from “do not like at all” to like very much”. 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?

Answer the given subquestions.

If the company instead decides that the key metric is the percentage of customers picking “like very much”, and wants the same level of accuracy (plus or minus 10% accurate) and confidence (95%), then what should be the sample size?

In the following example, who is the Chief Wage Earner and who is the householder / housewife? The family consists of retired Mr. Menon aged 59, his wife Ms. Nandhini who is 54, his first daughter Neha who is 27, and his second daughter Navya who is 22 (all of whom live in the same house in Bangalore) Mr. Menon is a top manager in an IT firm and runs the family on his salary. Ms. Nandhini has always been a homemaker and continues to cook and keep house for the family. Neha has been working as a counsellor for around five years now and uses her income for her savings. Navya has just finished college and is about to start work in an ad agency, but she likes to cook in her spare time and prepares special dishes for the family Based on the above data, answer the given subquestions.

Who is the Chief Wage Earner ?

In the following example, who is the Chief Wage Earner and who is the householder / housewife? The family consists of retired Mr. Menon aged 59, his wife Ms. Nandhini who is 54, his first daughter Neha who is 27, and his second daughter Navya who is 22 (all of whom live in the same house in Bangalore) Mr. Menon is a top manager in an IT firm and runs the family on his salary. Ms. Nandhini has always been a homemaker and continues to cook and keep house for the family. Neha has been working as a counsellor for around five years now and uses her income for her savings. Navya has just finished college and is about to start work in an ad agency, but she likes to cook in her spare time and prepares special dishes for the family Based on the above data, answer the given subquestions.

Who is the householder / housewife?

Please look at the grid below and identify the SEC under the given situations of the household and answer the subquestions.

A family of three. All three are post-graduates, with the son being an M. Tech. Father is a government officer of a high-ranking grade who is close to retirement age, mother runs a beauty salon, son is working in a software firm in junior management role. The father’s salary 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 given situations of the household and answer the 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 given situations of the household and answer the 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 four employees. Wife is also a graduate and handles the accounts 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 given situations of the household and answer the subquestions.

A young couple with a child of 8 years old. Father completed schooling but dropped out of college. He runs a garment retail shop with two assistants. Mother is a post graduate who does IT 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 given situations of the household and answer the subquestions.

A family of five. Husband is a car mechanic and wife works as a cook in 2 households. 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

Given some statements with respect to questionnaire design and scales. Pl indicate true / false for each statement in the given subquestions.

Close ended questions are easier from the data analysis point of view than open-ended questions

Given some statements with respect to questionnaire design and scales. Pl indicate true / false for each statement in the given subquestions.

Low quality of interviewers is one of the key reasons for not using open-ended questions

Given some statements with respect to questionnaire design and scales. Pl indicate true / false for each statement in the given subquestions.

Using the same scale for many studies makes it easier to understand what the results mean, just like using the same weighing scales makes it easier to measures one’s weight increase / decrease

Given some statements with respect to questionnaire design and scales. Pl indicate true / false for each statement in the given subquestions.

Balanced scales are in general easier for a respondent to answer than unbalanced scales

Given some statements with respect to questionnaire design and scales. Pl indicate true / false for each statement in the given subquestions.

When we provide a mid-point in a scale, 90% of the respondents choose that as the option to tick

Given some statements with respect to qualitative research. Pl indicate true / false for each statement in the given subquestions.

Laddering works as well in GDs as in DIs

Given some statements with respect to qualitative research. Pl indicate true / false for each statement in the given subquestions.

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

Given some statements with respect to qualitative research. Pl indicate true / false for each statement in the given subquestions.

A moderator must be well travelled all over the country to understand the culture in different places

Given some statements with respect to qualitative research. Pl indicate true / false for each statement in the given subquestions.

When we record a group discussion, we should avoid telling the respondents about it since it will make them very self-conscious

Given some statements with respect to qualitative research. Pl indicate true / false for each statement in the given subquestions.

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