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# Marketing Research-1

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## Assignment – A

Ql. Explain in details the process of marketing research

Q2. (a) Give the type of Scale, the following belongs to

1. Temperature measured on Kelvin scale
2. Military Ranks
3. Social Security Number
4. Number of passengers on busses from Delhi to Mumbai
5. Amount of Money collected
6. Dimension’s of a plot of land

(b) Design a questionnaire to study the impulse buying behavior of consumers in a grocery store.

Q3. Explain Non Probability sampling methods. Give one example of each.

Q4. Compare and contrast the exploratory, descriptive, and causal research designs

Q5. When selecting the use of a neutral alternative in dichotomous questions what considerations should be kept in mind?

## Assignment B

Q1. A researcher approaches five golf players for a survey and asks each of them for further references to complete the sample. Explain this technique of sampling and give another application of the same. Compare it with three other kinds of sampling techniques.

Q2. A packaging device is set to fill detergent powder packets with a mean weight of 5 kg. The standard deviation is known to be 0.01 kg. These are known to drift upwards over a period of time due to machine fault, which is not tolerable. A random sample of 100 packets is taken and weighed. This sample has a mean weight of 5.03 kg and a standard deviation of 0.21 kg. Can you conclude that the mean weight produced by the machine has increased? Use a 5% level of significance?

Q3. The specimen of copper wires draw form a large lot have the following breaking) in kg. Weight): 578, 572,570, 568, 570, 572, 596, 544 Test (using Student’s t-statistic) whether the mean breaking strength of the lot may be taken to be 578kg. Weight (test at 5 % level of significance).

## Case Study

A major television company of India was incorporated in 1963 and in 2000 its business areas included consumer electronics, telecommunications, consumer durables, professional and medical products, power and components covering over 230 products and services. In the FY 2000 its market capitalization was a respectable Rs. 5955 million and the turnover for the group stood at Rs. 20146.68 million. Till then, the company was showing over 4.5 per cent improvement over the previous years. However, in the subsequent years, its performance started degrading in the wake of active competition. The company was particularly worried about its declining market share of the Television market. They decided to conduct a research to tackle the situation.

In light of the above case answer the following:

a): Define the Research Problem.

b.) Formulate the associate hypothesis.

c): What type of research should be conducted by the management to come up with a decision? Justify your answer.

d): Use chi-square test to help the company understand and interpret the relationship between the dependent and independent variable. (Critical Value of Chi Square at 1% level of significance for 4 degrees of freedom = 13.3)

 S. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Profession S S S S S S S S S S S S S S S S S S S s s S B B Brand Purchased X Y Z X z Y Z X Y Y z X z X X z z z z z Y Y Y X
 S. No. 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 Profession B B B B B B B B B B B B B B B B B B B B P P Brand Purchased X Y X X z X z X z X z Y Y Y Y Y X z z X Y Y Y
 S. No. 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 Profession P P P P P P P P P P P P P P P P P P P P Brand Purchased Y X X X Y X X X Y Y Y Z Z Z Z Z Z Z Z Z

(Note- S: Service; B: Business; P: Professional)

## Assignment C

Multiple Choice Questions

1. In which scale objective evidence is missing that such scales measure the concepts for which they have been developed. We have to rely on researchers’ insight and competence.

a) Likert Scale

b) Interval Scale

c) Arbitrary Scale

d) Nominal Scale

2. In which scale the statements are related to one another in a way that if you have a favorable response for an item you should also have a favourable reply for the previous items.

a) Cumulative Scale

b) Ordinal Scale

c) Arbitrary Scale

d) Interval Scale

3. Likert scales are treated as yielding interval data by a majority of marketing researchers

a) True

b) False

4. Which study or survey leads to monitor behavior?

a) Cross-sectional Studies

b) Causal Research

c) Experience survey

d) Longitudinal Studies

5. Main text of the report should have—Introduction, Summary of Findings, Conclusions and. Fill in the space with an appropriate answer:

a) Appendices

b) Recommendations

c) Bibliography

d) Graphs and charts

6. Which does not form the objective of Research?

a) To achieve new insights

b) To formulate causal relationship between variables

c) To loose familiarity with a phenomenon

d) To test hypothesis for conclusion

7. When one variable determines values of other variables,__________ research design is used.

a) Causal

b) Exploratory

c) descriptive

Q8. Size of shoes: 5 6 7 8 9 10 11

No. of persons: 10 20 25 40 22 15 6

Calculate the Mode from the following information,

a) 11

b) 5

c) 7

d) 8

Q9.The mean lifetime of a 100 light tubes produced by a company is found to be 1,580 hours with standard deviation of 90 hours. Test the Hypothesis that the mean lifetime of the tubes produced by the company is 1600 hours. (Calculate)

a) 2.6

b) -2.22

c) -2.8

d) 2.9

Q10.A certain drug is claimed to be effective in curing cold. In an experiment on 500 persons with cold, half of them were given the drug and half of them were given the sugar pills. The patient’s reactions to the treatment are recorded in the following table:

Helped Harmed No effect Total

Drug 150 30 70 250

Sugar pills 130 40 80 250

Total 280 70 150 500

On the basis of this data, can it be concluded that there is a significant difference in the effect of the drug and sugar pills?

Find the value of Chi- Square at 5% level of significance.

a) 4.5

b)4.0

c)5.1

d)3.5

Ql 1. Exploratory research is used in Convenience Sampling.

a) True

b) False

Q12.The sampling in which the selection of additional respondents (after the first small group of respondents is selected) is based upon referrals from the initial set of respondents is called?

a) Convenience Sampling

b) Judgment Sampling

c) Quota Sampling

d) Snowball Sampling

Q13. Which type of sampling over-rules the possibility of any essential group of the population being completely excluded in the sample. It thus provides a more representative cross section of the population and is frequently regarded as the most efficient system of sampling.

a) Convenience Sampling

b) Judgment Sampling

c) Snowball Sampling

d) Stratified Sampling

14. Marketing Research, is everything except_______

a) Systematic

b) Politically biased

c) Objective

d) Used to assist management in decision making

e) None of the above

15._____ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future.

a) Problem identification research

b) Segmentation research

c) Problem solving research

d) Marketing information systems

16. In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about

a) Customers

b) Competitors

c) Other forces in the marketplace

d) All of the above

e) None of the above

17. Marketing managers need the information provided by marketing research for many
reasons.

Which of the following is not a reason to need information provided by marketing research?

a) Firms have become national and international in scope.

b) Consumers have become more affluent and sophisticated.

c) Competition has become more intense.

d) All of the above.

e) (a) and (b) above

18. The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielson Index is an example of.

a) Syndicated services

b) Customized services

c) Standardized services

d) Analytical services

e) Partial services

19. Customized services are________

a) Companies that specialize in one or a few phases of the marketing research project

b) Companies that use standardized procedures to provide marketing research to various clients

c) Companies that collect and sell common pools of data designed to serve information
needs shared by a number of clients

d) Companies that tailor the research procedures to best meet the needs of each client

e) Both (a) and (b) above

20. Which one of the following techniques is not a qualitative research technique?

a) Depth interview

b) Word association

c) Focus group

d) Conclusive research

e) Projective technique

21. Which of the following tasks is not a component of research design?

a) Design the exploratory, descriptive, and/or causal phases of the research.

b) Construct and pretest a questionnaire (interviewing form) or an appropriate form for
data collection.

c) Specify the sampling process and sample size.

d) Develop hypotheses.

e) None of the above

22. As compared to primary data, secondary data are collected______ .

a) Rapidly and easily

b) At a relatively low cost

c) In a short time

d) All of the above

e) None of the above

23. Depth interviews are like focus group in all of the following ways except:

a) Both are unstructured interviews

b) Both are direct ways of obtaining information

c) Both are qualitative research methods

d) Both are one-on-one interviews

e) (b) and (c) above

24. An interviewing process which uses a computerized questionnaire administered to respondents over the telephone is known as

b) In-home

c) Computer-assisted telephone interviews (CATI)

d) Internet

e) Mall intercept

25. In marketing research, attitudinal data obtained from rating scales are often treated as data.

a) Nominal

b) Ordinal

c) Interval

d) Ratio

e) Non metric

26. When used for classification purposes, the________ scaled numbers serve as labels for classes or categories.

a) Ordinally

b) Intervally

c) Nominally

d) Ratio scale

e) Rank

27. The mathematical symbols ‘lo’ and ‘ XS‘ represent a_________ for the population and the sampling distribution respectively.

a) Standard error of the proportion

b) Standard deviation

c) Standard error of the mean

d) Median

e) Variance

28. Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a l-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range. Where in the data cleaning process might any out-of range data be caught?

a) Consistency checks

b) Returning to the field

c) Treatment of missing responses

d) Both (a) and (c) are correct

e) Both (b) and (c) are correct

29. Which option for the treatment of missing values involves the researcher using the respondents’ pattern of responses to calculate a suitable response to the missing questions?

a) Returning to the field

b) Case-wise deletion

c) Substitute an imputed response

d) Substitute a neutral value

e) Pair wise deletion

30. The linear combinations of independent variables developed by discriminant analysis that will best discriminate between the categories of the dependent variable are__________________________ .

a) Discriminant functions

b) Discriminant scores

c) Characteristic profiles

d) Classification matrix

e) Group centroids

31. Factor analysis is a (n)_____ in that the entire set of interdependent relationships is examined.

a) KMO measure of sampling adequacy

b) Orthogonal procedure

c) Interdependence technique

d) Varimax procedure

e) Orthogonal rotation

32. The amount of variance a variable shares with all other variables included in the factor analysis is referred to as .

a) Communality

b) Total variance

c) Shared variance

d) Percentage of variance

e) Eigen value

33. An analysis technique which uses methods that are heuristics based on algorithms is known as.

a) Factor analysis

b) Discriminant analysis

c) Clustering

d) Analysis of variance

e) Regression analysis

34. In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity/dissimilarity on a 1-5 scale?
(1 – Most similar, 5 – least similar)

a) Direct

b) Preference

c) Derived

d) Likert

e) In direct

35. Marketing research has often been described as having four stakeholders. These stakeholders have certain responsibilities to each other and to the research project. Which of the following is not one of the stakeholders?

a) The marketing researcher

b) The respondent

c) The public

d) The environment

e) The research agency

36. The management decision problem focuses on________ , while the marketing research problem focuses on .

a) Symptoms; solutions

b) Symptoms; underlying causes

c) Solutions; underlying causes

d) Underlying causes; solutions

e) None of the above

37.________ is a type of non-sampling error arising from respondents who do respond but give inaccurate answers, or their answers are mis-recorded or mis analyzed. It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.

a) Random sampling error

b) Non-response error

c) Non-sampling error

d) Response error

e) Inefficiency error

38. Which of the following is a disadvantage of surveys?

a) Interviewer errors; respondent errors

b) Data is lacking in terms of content, quantity, and quality

c) Data may not be representative; quality of data limited

d) Coverage may be incomplete; matching of data on the competitive activity may be
difficult

e) None of the above

39. Which option for the treatment of missing values involves the researcher using only cases or respondents with complete responses for each calculation?

a) Returning to the field

b) Case-wise deletion

c) Pair-wise deletion

d) Substitute a neutral value

e) Using an arbitrary value

40. Factor analysis is a multivariate statistical techniques used when, there is

a) Variable interdependence

b) One dependent variable

c) More than one dependent variable

d) Inter object similarity

e) Inter object dissimilarity