Market Research · Quiz 1 · May 2023

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

A company plans to do a house-to-house field survey to find the brand share of branded atta. The required sample size is 1000, spread across middle and upper income households

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

A hotel wants to do a customer satisfaction study over phone with guests who have checked out of the hotel after a minimum of 2 nights’ stay. The required sample size is 800 customers.

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

An FMCG firm wants to conduct a small sample study to understand how happy channel partners are with the support from the company. The required sample size is 20, and the nature of probing will be in-depth.

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

A baby products company plans to test out a new toothpaste concept meant for controlling tartar among people aged 50+. The targeted sample size is 25 and the probing will be qualitative in nature

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

A retail chain that sells consumer durables wants to find out how satisfied its customers are and if they will come back to the stores. The company wants a sample size of 500 customers selected in such a way as to ensure proportionate representation to buyers of TV, buyers of washing machines etc.

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. The company classifies its customers based on skin type (dry / oily) and age (Young / Middle-aged / Elder) and customizes its designs accordingly. The company wants to do the study in only one city. The company wants have a robust sample size with no compromises. What should be the sample size?

The same company now decides to do an ad recall study among its own customers and decides that the key metric will be the quality of recall 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 recall, and wants the same level of accuracy (plus or minus 10% accurate) and confidence (95%), then what should be the sample size?

Based on the given example , answer the subquestions. The family consists of retired Mr. M aged 85, Mr. R who is 54, his wife Mrs. A who is 49, and his daughter RK who is 25 (all of whom live in the same house in Bangalore) Mr. R is a govt servant and runs the family on his salary, with some monetary support from his father Mr.M who gets a pension. Mrs. A has always been a homemaker and continues to cook and keep house for the family. RK is setting up a business and has no settled earnings yet.

Who is the Chief Wage Earner ?

Based on the given example , answer the subquestions. The family consists of retired Mr. M aged 85, Mr. R who is 54, his wife Mrs. A who is 49, and his daughter RK who is 25 (all of whom live in the same house in Bangalore) Mr. R is a govt servant and runs the family on his salary, with some monetary support from his father Mr.M who gets a pension. Mrs. A has always been a homemaker and continues to cook and keep house for the family. RK is setting up a business and has no settled earnings yet.

Who is the householder / housewife?

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

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

When the researcher is meticulous and hard-working, use of close ended questions is to be encouraged in preference to the use of open-ended questions

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

Open-ended questions are meant to give freedom to the respondent to give their true answers but they don’t work in practice because the interviewer quality is lower than needed

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

Reading the results from scales becomes difficult if there is no access to previous results using the same scale

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

Unbalanced scales are more likely to force an artificial response than a balanced scale

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

Providing a mid-point in a scale skews the results towards that mid-point, and should therefore be avoided

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

Since nature loves normal distribution, scales are not good when they don’t result in a normal distribution of the findings

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

Since Indians think in their mother tongue, it is helpful to draft the questionnaire in the vernacular language of the region

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

Opinion questions require a lot of effort since they involve scaling whereas behaviour questions are easier to design

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given 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

Based on the given statements with respect to questionnaire design and scales. Pl indicate true / false for each statement , answer the given subquestions.

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

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Laddering works as well in GDs as in DIs

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer 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

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

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

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer 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

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

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

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Projective techniques are a powerful way to understanding the underlying motivations for consumer behaviour

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Qualitative research into motivations make sense only in those categories where the consumer genuinely cares about which brand to use

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

For a group discussion to give reliable results, it should have atleast 12 respondents

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

One of the best practices in quali research is to have a panel of respondents ready who are known to try new brands and are very expressive in their opinions

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Qualitative research generally uses non-probability sampling

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Market sizing cannot be done by quali research

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

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

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Any kind of measurement necessarily requires quali research

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Quanti research is not very useful for understanding the underlying thought process of consumers

Based on the given statements with respect to qualitative research. Pl indicate true / false for given statement, answer the given subquestions.

Understanding consumer behaviour patterns requires probability sampling