Amity Campus

Uttar Pradesh
India 201303
ASSIGNMENTS
PROGRAM: MFC
SEMESTER-II
Subject Name:
Study COUNTRY:
Roll Number (Reg. No.):
Student Name:

MARKETING
RESEARCH
&
REPORT PREPARATION
SOMALIA
MFC001512014-2016091
MOHAMED ABDULLAHI KHALAF

INSTRUCTIONS
a) Students are required to submit all three assignment sets.
ASSIGNMENT
Assignment A
Assignment B
Assignment C

DETAILS
Five Subjective Questions
Three Subjective Questions + Case Study
Objective or one line Questions

MARKS
10
10
10

b) Total weight-age given to these assignments is 30%. OR 30 Marks

c) All assignments are to be completed as typed in word/pdf.
d) All questions are required to be attempted.
e) All the three assignments are to be completed by due dates and need to be
submitted for evaluation by Amity University.
f) The students have to attach a scanned signature in the form.
Signature

: _________________________

Date: 06, June, 2015

( ) Tick mark in front of the assignments submitted
Assignment A

Assignment B

Assignment C

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MARKETING RESEARCH & REPORT PREPARATION

ASSIGNMENT-1
Q: 1).

Explain in details the process of marketing research.

Answer
'Market' research is simply research into a specific market. It is a very narrow concept.
'Marketing' research is much broader. It not only includes 'market' research, but also areas
such as research into new products, or modes of distribution such as via the Internet. Here
are a couple of definitions:
"Marketing research is the function that links the consumer, customer, and public to the
marketer through information - information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the methods for
collecting information, manages and implements the data collection process, analyzes, and
communicates the findings and their implications."
Most marketing research involves obtaining information from marketplace directly or
indirectly and therefore the common ground is in the realm of method and technique.
The scientific marketing research process can therefore be defined in five stages; problem or
opportunity identification, exploratory research, hypothesis development, conclusive
research and results.
Many researchers also breakdown this process into further components such as the
following six stages.
Stage1. Problem Identification
The very first step in any marketing research project is identification of problem. Before
conducting any market research we should identify the purpose of study, background
information, required information and its need. This stage involves discussion with decision
makers, discussion with industry experts, analysis of past data, and qualitative research.

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Stage2. Approach to the Problem

It means formulation of objective or theoretical framework, analytical models, research
questions, and hypothesis and identifying the information needed. This process is guided by
discussion, data analysis and qualitative research.
Stage3. Research Design
It is a framework for conducting the marketing research project. It details the procedures
necessary for obtaining the required information, and its purpose is to design a study that
will test the hypotheses of interest, determine possible answers to the research questions,
and provide the information needed for decision making. Conducting exploratory research,
precisely defining the variables, and designing appropriate scales to measure them are also a
part of the research design. The issue of how the data should be obtained from the
respondents (for example, by conducting a survey or an experiment) must be addressed. It is
also necessary to design a questionnaire and a sampling plan to select respondents for the
study.
More formally, formulating the research design involves the following steps:

Secondary data analysis

Qualitative research
Methods of collecting quantitative data (survey, observation, and experimentation)
Definition of the information needed
Measurement and scaling procedures
Questionnaire design
Sampling process and sample size
Plan of data analysis

Stage 4: Field Work or Data Collection

Data collection involves a field force or staff that operates either in the field, as in the case of
personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing),
from an office by telephone (telephone or computer-assisted telephone interviewing), or
through mail (traditional mail and mail panel surveys with pre recruited households). Proper
selection, training, supervision, and evaluation of the field force help minimize datacollection errors.

Page | 4

Stage 5: Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data. Each
questionnaire or observation form is inspected, or edited, and, if necessary, corrected.
Number or letter codes are assigned to represent each response to each question in the
questionnaire. The data from the questionnaires are transcribed or key-punched on to
magnetic tape, or disks or input directly into the computer. Verification ensures that the data
from the original questionnaires have been accurately transcribed, while data analysis, guided
by the plan of data analysis, gives meaning to the data that have been collected. Uni-variate
techniques are used for analyzing data when there is a single measurement of each element
or unit in the sample, or, if there are several measurements of each element, each RCH
variable is analyzed in isolation. On the other hand, multivariate techniques are used for
analyzing data when there are two or more measurements on each element and the variables
are analyzed simultaneously.
Stage 6: Report Preparation and Presentation
The entire project should be documented in a written report which addresses the specific
research questions identified, describes the approach, the research design, data collection,
and data analysis procedures adopted, and present the results and the major findings. The
findings should be presented in a comprehensible format so that they can be readily used in
the decision making process. In addition, an oral presentation should be made to
management using tables, figures, and graphs to enhance clarity and impact.
Q: 2).
Compare and contrast the exploratory, descriptive, and causal research
designs.
Answer:
The design is a set of instructions to the researcher to gather and analyze data in certain ways
that will control who and what are to be studied. The research design serves as a master plan
of the methods and procedures that should be used to collect and analyze the data needed by
the decision maker.
A research design is a framework or blueprint for conducting the marketing research
project. It details the procedures necessary for obtaining the information needed to
structure or solve marketing research problems. there are three mainly used research designs:
exploratory, descriptive, causal..

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The objective of exploratory design is to discover ideas and insights; of descriptive design is
to describe market characteristics; of causal design is to determine cause and effect or
functions.
The characteristics of exploratory design include flexibility, versatility and that it is often
used as the front end of total research design. The characteristics of descriptive design
include its preplanned and structured design and that it is marked by the prior formulation
of specific hypothesis. The characteristics of causal design include the fact that mediating
variables must be controlled for and that one or more independent variables are
manipulated.
Methods using exploratory design include expert surveys, pilot surveys, secondary data
(which is analyzed qualitatively) and qualitative research. Methods using descriptive design
include secondary data (which is analyzed quantitatively), surveys, panels and observational
and other data. Methods using causal design include experiments.
The following is the differences and similarities between research designs:
Exploratory
Objective:

Discovery of ideas and

insights

Flexible, versatile
Characteristics: Often the front end of
total research design

Methods:

Expert surveys
Pilot surveys
Secondary data
Qualitative research

Descriptive
Describe market
characteristics or
functions
Marked by the prior
formulation of specific
hypotheses
Preplanned and
structured design
Secondary data
Surveys
Panels
Observation and other
data

Causal
Determine cause and
effect relationships
Manipulation of one
or more independent
variables
Control of other
mediating variables
Experiments

Q: 3).
What are the advantages of using projective techniques in comparison
to focus groups and in-depth interviews?
Answer:
Projective techniques constitute a "family" of qualitative data collection methods where
subjects are asked to project themselves into specified buying situations, then asked
questions about the situations. The underlying objective is to learn more about the subjects
Page | 6

in situations where they might not reveal their true thoughts under a direct questioning
process. These techniques were initially developed in the motivational area of social
psychology and clinical psychology and include word association tests, sentence completion
tests, picture tests, cartoon or balloon tests, and role-playing activities.
Projective techniques have a major advantage over focus groups and depth interviews that
they may elicit responses that subjects would be unwilling or unable to give if they knew the
purpose of the study. At times, in direct questioning, the respondent may intentionally or
unintentionally misunderstand, misinterpret or mislead the research. In these cases,
projective techniques can increase the validity of responses by disguising the purpose. This is
particularly true when the issues to be addressed are personal, sensitive or subject to strong
social norms.
Q: 4).

Write a brief note on survey methods.

Answer:
The Survey method is the technique of gathering data by asking questions to people who are
thought to have desired information. A formal list of questionnaire is prepared. Generally a
non disguised approach is used. The respondents are asked questions on their demographic
interest opinion.
Surveys can be useful when a researcher wants to collect data on phenomena that cannot be
directly observed (such as opinions on library services). Surveys are used extensively in
library and information science to assess attitudes and characteristics of a wide range of
subjects, from the quality of user-system interfaces to library user reading habits.
Survey methods tend to be the mainstay of marketing research in general. They tend to
involve a structured questionnaire given to respondents and designed to elicit specific
information. Respondents are asked variety of questions regarding their feelings,
motivations, behaiviour, attitudes, intentions, emotions, demographics and such other
variables. The questions are asked via direct face to face contact, post, telephone or internet.
The responses are recorded in a structured, precise manner.
The survey method is popular for various reasons. One of the major reasons is that data
collected in a function of correctly designing and administrating the survey instrument (i.e.
questionnaire). This means unlike exploratory design based techniques survey methods rely
less on communication, moderation and interpretation for precisely answering who, what,
how and when questions relating to the marketplace. Furthermore, survey methods have
Page | 7

ability to accommodate large sample size and therefore increase generalizability of results. In
case of survey methods researcher can easily distinguish small difference. Furthermore,
researcher can easily adopt robust advance statistical methods on collected data for gaining
results. Such advantages make survey methods quite popular.
While survey methods provide several advantages, there are several limitations also. These
limitations stem mostly from instrument development, respondent error and response bias.
Developing accurate survey instrument is a difficult task and at times is time consuming.
Furthermore, due to instrument measurement being structured in nature, in-depth and
detailed data structures as gathered in exploratory research cannot be collected. One of the
major problems with survey methods is to determine whether the respondents are
responding truthfully or not. There is little cross-checking and flexibility available in
comparison to exploratory design. There is also a possibility of misinterpretations of data
results and employment of inappropriate statistical analysis procedure.
Q: 5).
When selecting the use of a neutral alternative in dichotomous
questions what considerations should be kept in mind?
Answer
If a neutral alternative is not included, respondents are forced to choose between "Yes" and
"No" even if they feel indifferent. On the other hand, if neutral alternative is included,
respondents can avoid taking a position on the issue, thereby biasing the results. the
following guidelines are offered. If a substantial proportion of the respondents can be
expected to be neutral, include a neutral alternative. If the proportion of neutral respondents
is expected to be small, avoid the neutral alternative.
The central issue concerns whether to include a neutral response alternative in the question.
If it is not included, the respondent is forced to select between the two positions presented.
If a neutral alternative is available, and especially if it is shown to the respondent, the latter
can avoid taking a position on the topic by selecting the neutral alternative. When the neutral
alternative is included, the number of on responses should decline and the number of neutral
responses increases.
If a significant group of respondents are truly neutral, the inclusion of the neutral alternative
should increase the accuracy of the results if it is not included, respondents are forced to
choose between Yes and No even if they feel indifferent. On the other hand, if a neutral
alternative is included, respondents can avoid taking a position on the issue, thereby biasing
the results.
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Assignment-2
Q: 1). Explain data editing and coding process in details.
Answer:
The usual first step in data preparation is to edit the raw data collected through the
questionnaire. Editing detects errors and omissions, corrects them where possible and
certifies that minimum data quality standards have been achieved. The purpose of editing is
to generate data which is: accurate, consistent with intent of the question and other
information in the survey, uniformly entered, complete and arranged to simplify coding and
tabulation.
Sometimes it becomes obvious that an entry in the questionnaire is incorrect or entered in
the wrong place. Such errors could have occurred in interpretation or recording. When
responses are inappropriate or missing, the researcher has three choices:
Researcher can sometimes detect the proper answer by reviewing the other
information in the schedule. This practice, however, should be limited to those few
cases where it is obvious what the correct answer is.
Researcher can contact the respondent for correct information, if the identification
information has been collected as well as if time and budget allow.
Researcher strike out the answer if it is clearly inappropriate. Here and editing entry
of "No answer" or "Unknown" is called for. This procedure, however, is not very
useful if your sample size is small, as striking out an answer generates a missing value
and often means that the observation cannot be used in the analyses that contain this
variable.
One of the major editing problem concerns with faking of an interview. Such fake interviews
are hard to spot till they come to editing stage and if the interview contains only tick boxes it
becomes highly difficult to spot such fraudulent data. One of the best ways to tackle the
fraudulent interviews is to odd a few open-ended questions within the questionnaire. These
are the most difficult to fake. Distinctive response patterns in other questions will often
emerge if faking is occurring. To uncover this, the editor must analyse the instruments used
by each interviewer.
Coding involves assigning numbers or other symbols to answers so the responses can be
grouped into a limited number of classes or categories. Specifically, coding entails the
assignment of numerical values to each individual response for each question within the
Page | 9

survey. The classifying of data into limited categories sacrifices some data details but is
necessary for efficient analysis. Instead of requesting the word male or female in response to
a question that asks for the identification of one's gender, we could use the codes "M" or
"F". Normally this variable would be coded 1 for male and 2 for female or 0 and 1. Similarly,
a Likert scale can be coded ss: 1= strongly disagree, 2= disagree, 3= neither agree nor
disagree, 4= agree and 5= strongly agree. Coding the data in this format helps the overall
analysis process as most statistical software understand the numbers easily. Coding helps the
researcher to reduce several thousand replies to few categories containing the critical
information needed for analysis. In coding, categories are partitioning of a set; and
categorization is the process of using rules to partition a body of data.
Q: 2). Discuss the importance of marketing research report in the marketing
research process.
Answer:
Marketing research report is the bridge between researcher and manager with regard to the
research findings. Even if the research project is carried out with most meticulous design
and methodology, if the research results are not effectively communicated using the research
report to the manager, the research project may not be success. This is because the research
results will not help in achieving the major aim of any research project, which is to support
the decision making process.
Research report is the tangible output of the research project and not only helps in decision
making but also provides documentary evidence and serves as a historical record of the
project. Many a time, managers are only involved in looking at the research report (i.e. oral
presentation and written report) and therefore most times the research project is judged by
the quality of the research report. This has direct association with the relationship between
the researcher and manager. All of the above reasons suggest the importance of marketing
research report.
Q: 3). Briefly discuss mechanical observation. What is it and why is it used?
Describe two devices used for mechanical observation that do not require the
respondents direct participation.
Answer:
Mechanical Observation is the use of some type mechanical or electronic device (e.g.
Videotape camera, traffic counter, etc.) to capture human behavior, events, or marketing
Page | 10

phenomena. These devices may reduce cost, and improve the flexibility, accuracy, or other
functions in the data collection process.
Examples;
a) The use of security cameras at ATM locations to detect problems that customers
might have in operating the ATM,
b) Using optical scanners and bar-code technology (e.g., universal product code [UPC])
to count, in real time, the number and types of products purchased at a retail
establishment to monitor brand loyalty levels and product turnover rates, and using
turnstile tick-o-meters to count the number of fans at major sporting or
entertainment events.
In mechanical observation, mechanical devices, rather than human observers, record the
phenomenon being observed. These devices may or may not require the respondents' direct
participation. They are used for continuously recording ongoing behavior for later analysis.
Of the mechanical devices that do not require respondents' direct participation, the
ACNielsen audiometer is best known. The audiometer is attached to a television set to
continually record what channel the set is tuned to. Recently, people meters have been
introduced. People meters attempt to measure not only the channels to which a set is tuned
but also who is watching. Other common examples include turnstiles that record the number
of people entering or leaving a building, and traffic counters placed across streets to
determine the number of vehicles passing certain locations. On-site cameras (still, motion
picture, or video) are increasingly used by retailers to assess package designs, counter space,
floor displays, and traffic flow patterns. Technological advances such as the Universal
Product Code (UPC) have made a major impact on mechanical observation. The UPC
system, together with optical scanners, allows for mechanized information collection
regarding consumer purchases by product category, brand, store type, price and quantity.

Page | 11

Case Study
The Upjohn Company, based in Kalamazoo, Michigan, manufactures and markets
pharmaceuticals and health-related products. With more than 19,000 employees and
distribution in over 30 countries from Australia to Zaire, the companys annual sales top $1
billion. Upjohn is constantly developing and marketing new products. One example is
Rogaine. Originally developed as an anti-hypertension drug, Rogaine was shown in clinical
tests to encourage moderate hair growth on some balding male volunteers. Thereafter,
Upjohn quickly applied to the U.S. Food & Drug Administration (FDA) for the right to
market the drug as a hair growth product in the United States.
Q: 1).
Define Rogaines marketing problems from a marketing research
perspective.
Answer:
Rogaines marketing problem from a marketing research perspective was that the market
research was not done before the launch of the product. The company did not do any
research for the U.S. market rather it just quickly applied it to U.S. market.
Rogaines marketing problems from a marketing research perspective:

Q: 2).

Sample is small and non-representative.

These kind of products need a considerable time for testing.
There is not comprehensive market research.
The product cost and profitability has not been researched.
Customer reaction to the change in the new product usage has not been
carefully studied.
What type of exploratory research should Upjohn conduct?

Answer:
For this particular type of product, Upjohn should conduct a focus group research as a
primary research tool for usage of this product. They should use the product in several
different ways and test the reactions of the consumers to determine which would be best to
market. In order to select people to participate in the focus group, choose people from many
diverse demographic groups to determine whether the responses to the product would be
similar in people from different age groups, education levels or ethnicities.
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Assignment-3
Q: 1).
a)
b)
c)
d)
e)

Marketing Research, is everything except_______

Systematic
Politically biased ()
Objective
Used to assist management in decision making
None of the above

Q: 2).
_____ 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)
b)
c)
d)
e)

Problem identification research ()

Segmentation research
Problem solving research
Marketing information systems
Advertising research

Q: 3).
In order to determine customer needs and to implement marketing
strategies and programs aimed at satisfying those needs, marketing managers
need information about _____.
a)
b)
c)
d)
e)

Customers
Competitors
Other forces in the marketplace
All of the above ()
None of the above

Q: 4).
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)
b)
c)
d)
e)

Firms have become national and international in scope ()

Consumers have become more affluent and sophisticated.
Competition has become more intense.
All of the above.
(a) and (b) above

Page | 13

Q: 5).
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)
b)
c)
d)
e)
Q: 6).
a)
b)
c)
d)
e)

Syndicated services ()
Customized services
Standardized services
Analytical services
Partial services
Customized services are________
Companies that specialize in one or a few phases of the marketing research
project
Companies that use standardized procedures to provide marketing research to
various clients
Companies that collect and sell common pools of data designed to serve
information needs shared by a number of clients
Companies that tailor the research procedures to best meet the needs of
each client ()
Both (a) and (b) above

Q: 7).
Which one of the following techniques is not a qualitative research
technique?
a)
b)
c)
d)
e)
Q: 8).
a)
b)
c)
d)
e)

Depth interview
Word association
Focus group
Conclusive research ()
Projective technique
Which of the following tasks is not a component of research design?
Design the exploratory, descriptive, and/or causal phases of the research.
Construct and pretest a questionnaire (interviewing form) or an appropriate
form for data collection.
Specify the sampling process and sample size.
Develop hypotheses.
None of the above ()
Page | 14

Q: 9).
a)
b)
c)
d)
e)

As compared to primary data, secondary data are collected_______.

Rapidly and easily
At a relatively low cost
In a short time
All of the above ()
None of the above

Q: 10). Depth interviews are like focus group in all of the following ways
except:
a)
b)
c)
d)
e)

Both are unstructured interviews

Both are direct ways of obtaining information
Both are qualitative research methods
Both are one-on-one interviews
(b) and (c) above ()

Q: 11). An interviewing process which uses a computerized questionnaire

administered to respondents over the telephone is known as
a)
b)
c)
d)
e)

Traditional telephone
In-home
Computer-assisted telephone interviews (CATI) ()
Internet
Mall intercept

Q: 12). In marketing research, attitudinal data obtained from rating scales are
often treated as _______ data.
a)
b)
c)
d)
e)

Nominal
Ordinal
Interval ()
Ratio
Non metric

Q: 13). When used for classification purposes, the ________ scaled numbers
serve as labels for classes or categories.
a)
b)
c)
d)
e)

Ordinally
Intervally
Nominally ()
Ratio scale
Rank
Page | 15

Q: 14). The mathematical symbols X and X S represent a _____ for the

population and the sampling distribution respectively.
a)
b)
c)
d)
e)

Standard error of the proportion

Standard deviation ()
Standard error of the mean
Median
Variance

Q: 15). Respondents have been asked to express their degree of agreement with
a series of lifestyle statements on a 1-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)
b)
c)
d)
e)

Consistency checks
Returning to the field
Treatment of missing responses
Both (a) and (c) are correct
Both (b) and (c) are correct ()

Q: 16). 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)
b)
c)
d)
e)

Returning to the field ()

Case-wise deletion
Substitute an imputed response
Substitute a neutral value
Pair wise deletion

Q: 17). Which of the research questions / hypotheses given below is best

answered using cross tabulations?
a)
b)
c)
d)
e)

Is model appeal of an motorbike related to age and education levels?()

The department store is being patronized by more than 10 percent of
households.
One hotel has a more upscale image than its close competitor.
Both (b) and (c) are correct.
None of the above
Page | 16

Q: 18). The regression equation for a categorical independent variable with

four categories would be modeled as: i=a+ b1 D1+ b2 D2+ b3 D3, here D1,
D2, D3 are the
a)
b)
c)
d)
e)

Dependent variables
Independent Variables ()
Dummy variables
Surrogate variables
Trial variables

Q: 19). If the discriminant function is estimated and the square of the

canonical correlation is 0.81, what does it indicate?
a)
b)
c)
d)
e)

81 % of the variance in the dependent variable is explained by the model

()
The null hypothesis is rejected. Therefore, there is significant discrimination
between groups.
90% of the explained variance is accounted for.
(b) and (c) are correct
None of the above

Q: 20). The linear combinations of independent variables developed by

discriminant analysis that will best discriminate between the categories of the
dependent variable are _____.
a)
b)
c)
d)
e)

Discriminant functions ()
Discriminant scores
Characteristic profiles
Classification matrix
Group centroids

Q: 21). Factor analysis is a (n) _____ in that the entire set of interdependent
relationships is examined.
a)
b)
c)
d)
e)

KMO measure of sampling adequacy

Orthogonal procedure
Interdependence technique ()
Varimax procedure
Orthogonal rotation
Page | 17

Q: 22). The amount of variance a variable shares with all other variables
included in the factor analysis is referred to as _____.
a)
b)
c)
d)
e)

Communality ()
Total variance
Shared variance
Percentage of variance
Eigen value

Q: 23). An analysis technique which uses methods that are heuristics based on
algorithms is known as.
a)
b)
c)
d)
e)

Factor analysis
Discriminant analysis ()
Clustering
Analysis of variance
Regression analysis

Q: 24). If you are performing cluster analysis on the same data using different
distance measures and then comparing the results across measures to
determine stability of the solutions, you are at which stage of the cluster
analysis process?
a)
b)
c)
d)
e)
Q: 25).
a)
b)
c)
d)
e)

Interpreting and profiling the clusters

Assessing reliability and validity ()
Deciding on the number of clusters
Deciding on the number of factors
Selecting a clustering procedure
_____ is a lack of fit measure; higher values indicate poorer fits.
Attribute levels
Stress
R-square ()
KMO
Relative importance weights

Page | 18

Q: 26). 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)
b)
c)
d)
e)

Direct ()
Preference
Derived
Likert
In direct

Q: 27). Which statement is true about using discriminant analysis to create

spatial maps?
a)
b)
c)
d)
e)

Input data should be obtained via attribute-based approaches to obtaining

perception data.
Spatial maps are obtained by plotting brand scores on the factors ()
Discriminant weights can be used to label the dimensions.
Both (a) and (c) are true
None of the above.

Q: 28). Which of the following statements is not true concerning conjoint

analysis?
a)
b)
c)
d)
e)

The underlying assumption is that any set of stimuli, such as products, brands,
or stores, is evaluated as a bundle of attributes.
Conjoint analysis relies on respondents subjective evaluations.
Conjoint analysis seeks to develop the part-worth or utility functions
describing the utility consumers attach to the levels of each attribute.
The stimuli in conjoint analysis are products or brands ()
It is used for determining the relative importance of attributes in the
consumer choice process

Q: 29). For conjoint analysis, when full or complete profiles of brands are
constructed for all the attributes, the process is known as
a)
b)
c)
d)
e)

Full-profile approach ()
Pair-wise approach
Two-factor evaluations
Both (b) and (c)
Multifactor evaluation
Page | 19

Q: 30). 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)
b)
c)
d)
e)

The marketing researcher ()

The respondent
The public
The environment
The research agency

Q: 31). Because of potential difficulties when seeking advice from experts, it is

best to use interviews with experts when conducting marketing research
________.
a)
b)
c)
d)
e)

For industrial firms

For products of a technical nature
In situations where little information is available from other sources
All of the above ()
None of the above

Q: 32). The management decision problem focuses on ________, while the

marketing research problem focuses on ________.
a)
b)
c)
d)
e)

Symptoms; solutions ()
Symptoms; underlying causes
Solutions; underlying causes
Underlying causes; solutions
None of the above

Q: 33). ________ 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)
b)
c)
d)
e)

Random sampling error

Non-response error
Non-sampling error
Response error ()
Inefficiency error
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Q: 34).
a)
b)
c)
d)
e)

Which of the following is a disadvantage of surveys?

Interviewer errors; respondent errors ()
Data is lacking in terms of content, quantity, and quality
Data may not be representative; quality of data limited
Coverage may be incomplete; matching of data on the competitive activity
may be difficult
None of the above

Q: 35). The target population for a department store project was defined as
male or female head of household responsible for most of the shopping at
department stores in metro Mumbai in 2006. Male or female head of
household responsible for most of the shopping at department stores is what
part of the target population definition?
a)
b)
c)
d)
e)

Elements ()
Sampling unit
Extent
Time
Both (b) and (c) above

Q: 36). Using the same text in question number 7 Metro Mumbai is what
part of the target population definition?
a)
b)
c)
d)
e)

Elements
Sampling unit ()
Extent
Time
Both (b) and (c) above

Q: 37). Supervisor should keep daily records of the number of calls made,
number of not-at-homes, number of refusals, and number of completed
interviews for each interviewer and the total for all interviewers under their
control. These daily records are a part of ________.
a)
b)
c)
d)
e)

Quality control and editing ()

Control of cheating
Central office control
Sampling control
Both b and c above
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Q: 38).
a)
b)
c)
d)
e)

The number of units that will have to be sampled is the

Incidence rate
Initial sample size
Completion rate
Final sample size
Population size ()

Q: 39). Which option for the treatment of missing values involves the
researcher using only cases or respondents with complete responses for each
calculation?
a)
b)
c)
d)
e)
Q: 40).
is
a)
b)
c)
d)
e)

Returning to the field

Case-wise deletion ()
Pair-wise deletion
Substitute a neutral value
Using an arbitrary value
Factor analysis is a multivariate statistical techniques used when, there

Variable interdependence ()
One dependent variable
More than one dependent variable
Inter object similarity
Inter object dissimilarity

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