Question Bank Marketing Research III Sem

Unit I

Q1.Research may be classified into…………research and ………… research.(Basic & Applied)

Q2.Basic research is also called as………….(Fundamental)

Q3. Applied research is also called as…………..(Decisional)

Q4. Applied research can be divided into…………&……………(Problem solving research & problem oriented research)

Q5. ………….. is a systematic & objective study of problem pertaining to the marketing of goods and services.(Marketing research)

Q6. A ……………….. focuses on the discovery of ideas and is generally based on secondary data.(Exploratory research)

Q7. …………….. are all those errors, which occurs at different stages of research except in the selection of sample.(Non sampling errors)

Q8. The first step of research is ……………. Problem.(Formulating a problem)

Q9. Three essential components of experimental research are ……………, ……………. & …………..(Control, Manipulation& Measurement)

10. Marketing information system supplies three types of information namely…………... , …………… & …………………..(Recurrent, Monitoring& Requested)

Q11. The main difference between MIS & MDSS is that former is centralized & latter id decentralized in nature.(True)

Q12. When a researcher identifies a problem on the basics of its association with some phenomena, it is called casual research.(False)

Q13. When a group is exposed to the usual condition, it is called as experimental group but when a group is exposed to some special condition; it is called as control group. (False)

Q14. Sampling errors can be measured & non sampling errors can not be measured.(True)

Q15. Defective population definition is an example on non sampling error. (True)

Q16. Motivational research is an example of quantitative research. (False)

Q17. The term expost fecto research is quite often used for experimental research studies in social sciences & business research. (True)

Q18. The independent variables which are not directly related to the purpose of the study but affect the dependent variable are known as extraneous variables. (True)

Q19. When a researcher does not have sufficient knowledge to conduct the research he depends on causal research. (True)

Q20. If a firm has been witnessing a decline in its sales for some time this could be called an unnoticed opportunity of a research problem.(False)

Q21. Which style of thinking is widely used in marketing research?

i)Method of authority ii) Scientific methods iii)Postulation style iv) None of these

Q22. While segmenting the market for a new product marketing research helps in understanding

i) People & their behavior ii) Reliability iii) Attitude iv) All of these

Q23. Which of the following enables the decision maker to understand the gist of the proposal without going through the details?

i)Problem statement ii)Background iii)Executive summary iv)Objective

Q24. The objective of which research is to answer the who, when, where, and how of the study

i) Experimental research ii) Descriptive research iii) Exploratory research iv) Causal research

Q25. In the process of research, untested opinion is based on

i)Empiricism & Rationalism ii) Rationalism & Idealism iii)Idealism & Existentialism iv)None of these

Unit II

Q1. Latin square design is a informal experimental design. (False)

Q2. CRD involves principle of replication. (True)

Q3. The task of date collection begins after a research problem has been defined. (True)

Q4. Sales force records are example of external source of secondary data. (False)

Q5. Exploratory research is more formal and structured then conclusive research. (False)

Q6. Data originated by the researcher for a specific purpose of addressing the research problem is known as secondary data. (False)

Q7. Secondary data & statistics not gathered for the immediate study at hand but for some other purpose. (True)

Q8. Observation is an activity of a person which senses & assimilates the knowledge of phenomenon or the recording data using instruments. (True)

Q9. Interview with a large number of respondents using a pre designed questionnaire is known as survey. (True)

Q10. Primary data can be collected quickly and are relatively inexpensive. (False)

Q11. The simulation is an artificially created situation in which subjects are asked to act out certain roles. (True)

Q12. The use of audio and video tapping is especially helpful in guarding against observation effects. (True)

Q13. Researcher doing qualitative observational research usually uses a random sample. (False)

Q14. A questionnaire generally contains.

i) Structured question ii) unstructured question iii) combination of both iv) None of these

Q15. Which design is used to measure the effect of two or more independent variables at various levels?

i)Factorial design ii)Statistical design iii)LSD iv)None of these

Q16. The intermediate source that falls between primary & secondary source is known as:

i) intermediate source ii) Syndicate source iii) Facilitative source iv) None of these

Q17. Researcher gather useful information regarding the attitude and value of the respondent through

i)Projective techniques ii)Depth interview iii)Surveys iv)None of these

Q18. Which one of the following describes real time situation better

i)Case study ii)Research method iii)Brain storming session iv)None of the above

Q19. Conducting census is an example of

i)Survey ii)Primary data iii)Secondary data iv)None of the these

Q20. The sequence of questionnaire depends upon

i)Method of research ii)Objective of research iii)Sample size iv)Both I & ii

Q21.Which of the following is not an element of research proposal

i)Objective ii)Research approach iii)Back ground iv)Conclusive research

Q22. Which one is mandatory foe research proposal

i)Literature review ii)Bibliography iii)Problem statement iv)Executive summary

Unit III

Q1.Sampling theory deals with

i)Inductive inference ii)A selected portion of population iii)Both of above iv)None of above

Q2. Sampling is the process of learning about the

i) Population ii)Sample iii)Either sample or population iv)Neither sample nor population

Q3. When population under investigation is infinite:

i)Census method is used ii)Sample method is used iii)Either sample or census method is used iv)None of these

Q4.Non sampling errors are

i)Error in response ii)Faulty planning iii)Errors in compilation iv)All of these

Q5.Which one of the following method of sampling belongs to the category of probability sampling

i)Quota sampling ii)Convenience sampling iii)Judgmental sampling iv)Stratified sampling

Q6. Student t-distribution was discovered by

i)Karl pearson ii)Gosset iii)Galton iv)Fisher

Q7. When sample size increases

i)The standard error remains unchanged ii) The standard error decreases iii) The standard error increases iv)All of the above

Q8. Which one of the following generally requires the largest size

i)Simple random sampling ii)Systematic sampling iii)Cluster sampling iv)None

Q9. A number calculated with complete population data quantifies a characteristic of the population is called which of the following

i)A datum ii)A statistic iii)A parameter iv)A population

Q10. If a respondent is asked to indicate the rating by placing a mark at the appropriate point then it is known as

i)Itemized rating scale ii)Non comparative rating scale iii)Graphic Non comparative rating scale iv)All of the above

Q11. In marketing research what are the important means to measure complex attitude scale

i) Non comparative rating scale ii) Graphic Non comparative rating scale iii)Monadic scale iv) Itemized rating scale

Q12.In nominal scale, we split a set into subsets which are mutually exclusive and collectively exhaustive. (True)

Q13. Measurement of temperature is a classical example of nominal scale(False)

Q14. The most commonly used approach for the measurement of attitude is self report (True)

Q15. The method of equal appearing interval is originally described by Thurston & Chave(True)

Q16. Panel sampling is also known as accidental sampling.(False)

Q17. The Likert scale normally yield higher reliability coefficient with fewer items as compared to the Thurston scale.(True)

Q18. Thurston scale seems to be less time consuming than Likert scale.(False)

Q19. In ratio scale the number serves as level to identify person, object or event (False)

Q20. A parameter is a characteristics of a sample. (False)

Q21. The precision of a sample depends on the proportion of the population sample. (False)

Q22. As the sample size increases the standard error not necessarily decreases. (False)

Q23. A cluster sample is a non probability sampling.(False)

Unit IV

Q1. Which average is affected most by the extreme observation?

i) A.M ii) G.M iii) H.M iv) Mode

Q2.If the value of mode and median are 25 & 20 respectively, the value of mean will be

i) 17.5 ii) 20 iii) 22.5 iv) None of these

Q3. The sum pf deviation of individual observation is always zero from

i) A.M ii) Median iii) Mode iv) All of these

Q4. The value of mean, median, mode coincide in case of

i) Positively skewed distribution ii) Negatively skewed distribution iii) Symmetrical distribution

iv) All of these

Q5. Standard deviation is always computed from

i)A.M ii)G.M iii)Median iv)Mode

Q6. The number of variables studied in simple correlation is only

i)One ii)Two iii)Three iv)Any number

Q7. The coefficient if correlation is

i)is always negative ii)is always positive iii)can be negative iv)can be both positive as well negative

Q8. If the data are displayed in rows and columns in a two-way classification then the degree of freedom will be

i)c-1 ii)r-1 iii)(c-1)(r-1) iv)c(r-1)

Q9. Rejecting the null hypotheses when actually it is true is called as

i)type I error ii)type II error iii)testing of hypotheses iv)none of these

Q10. For the sample size of more than 30 which of the test is used?

i) parametric test ii) F-teat iii) Z-test iv) t-test

Q11. The lower the value of F-statistic less we tend to believe there is a difference among the various samples (True)

Q12. F-ratio can be calculated by dividing variance with in the samples by the variance between the samples.(True)

Q13. Mode is not influenced by the extreme values in the series. (True)

Q14. While calculating median every individual item in the data is taken into consideration.(False)

Q15. Standard error is the standard deviation of a sampling distribution (True)

Q16. A statistical test used to determine whether a correlation coefficient is statistically significant is called the one way analysis of variance (False)

Q17. Hypotheses testing and estimation are two key branches of the field of inferential statistics. (True)

Q18. The standard deviation of a population divided b its mean and multiply by 100 results into standard score (False)

Q19. The regression lines cut each other at the point of mean of X & Y. (True)

Q20. The correlation coefficient is independent of change of origin and scale. (True)

Unit V

Q1. You should try to use italics frequently when writing a report (False)

Q2. Use words for numbers that being a sentence and for number that are below ten.(True)

Q3. Reference should be single spaced.(False)

Q4. The final section of a every report discuss research procedure.(False)

Q5. Post-factum interpretation is different from hypotheses testing (True)

Q6. A business is a kind of analytic report stating problem & their solution (True)

Q7. The findings of the research can be presented in different form. (True)

Q8. Proceedings of conference and symposia not be treated in the same manner as books. (False)

Q9. References taken from second hand source should not be cited in the report (True)

Q10. The purpose of introduction is to discuss the background of the research project (True)

Case I

Car Industry in India-An Analysis

The first motor car on the streets of India was seen in 1898. Then for the next fifty-two Years, cars were imported to satisfy domestic demand. Between 1910 and 1920, The automobile industry made a humble beginning by setting up assembly plants in Mumbai, Calcutta and Chennai. In 1946, Premier Automobiles Ltd. (PAL) manufactured the first car in the country by assembling "Dodge Desto" and "Plymouth" cars at its Kulra Plant. Hindustan motors (HM) started as a manufacturer of auto components and then graduated to manufacture of cars in 1949. In 1952, the GOI set up a tariff commission to devise regulation to develop indigeneous automobile industry. After the commission submitted its recommendations, the GOI asked the assembly plants, which do not have plans to set up manufacturing operations, to shut their operations. As a result General Motors, Ford and other assemblens closed operations in the country. It was only in the mid of 1980's that the car makers were given a free hand to fix the price of cars, thus, abolishing all controls relating to the pricing of the end product. A series of liberal policy changes were announced making another turning point for the automobile industry. There after Maruti Udyog was the first company to enter the fray. The de-licensing of automobile industry in 1993 opened the gates to virtual flood international automakers. The automobile sector experienced a-sea change is the car segment with a number of foreign entrants’ .like Toyota, Honda, Ford, Hyundai, GM etc. Some of these companies have a local assembly. Indian companies live Tata, Mahindra and Mahindra, HM and Maruti are being given a tough run for their money by the foreign players. The global automakers like Honda, Suzuki, GM and Hyundai, have already launched their premium SUVs in the market to broaden their portfolio and create product excitements in the segment estimated at about 10,000 units annually. Tata Motors' "Nano" is also ready to enter the fray and is expected to bring altogether a new revolution in the India car market. Consumer decision making has become an increasingly important research topics that spans may different domains. Scholars have been working diligently to understand choices in the context of purchase and consumptions decision. Now, the car market in India is exhibiting buoyancy. The attitude that owing a car is expensive and it is a luxury item is slowly going away from the minds of middle class families. Again, with the recent launching of a small car, Nano, in July 2009 which priced at around Rs. 1 Lakh may bring a new way in the passenger car industry. Car sales in India in 2005-06 were 8, 82,094 units against 8, 20,179 unit in 2004-05. The growth of domestic passenger's car market was 7.5 percent. Car exports during 2005-06 stood at 1, 70,193 units against 1,60,670 units in 2004-05. Sales figure are expected to grow for the next10 years. This makes India as extremely attractive market for car giants. The middle class is one of the dominant segments in the Indian economy. They mostly purchase cars is the economy segments (up -to Rs. 0.45 million). Based on the consumer's purchasing power, the car market is categorized into small segment cars, middle segment cars and luxury cars. The basic need here is that the various fractions of customer satisfaction for a car vary from segment to segment. By knowing about these factors, the manufacturers can, thus, lay more emphasis on improving the important variables to satisfy their customers and broaden their customer base.

Questions.

1. As a market researcher, with the above information. Design a research study to identify the important factors (among different segments) that are generally motivating the customers while purchasing a car.

2. On the basis of research design prepare an outline of a research report.

..

Case II

Is marketing Research Scientific?

A little over four decades ago, an author writing on the role of research in marketing

management, took a rather dim view of it. He wrote "Science and research are very often use as weapons rather than tools for the analysis of the problems. Often research serves to postpone the decision for a change in policy, to prove points, to win arguments, and even to persuade the consumer to buy the products. 'When research is used predominantly for persuasion, it almost always is used more or less dishonestly. Such dishonesty is often undetected but none the less fatile, since it is a weapon open to all parties. The prevalence of obvious disagreements among experts tends to reduce the layman's respect for research and the suppression of information is likely to become habitual." The above observations show research as a dubious activity. Yet, as one generally finds, research is seen as an authentic and respectful activity Research can, be broadly divided into two basic research and applied research. As regards the latter, many organizations have began to realize its importance and started undertaking it either on their own or through outside agencies. Whenever a research-based report or document is brought to the notice of the common

man, he presumes that the study has been done scientifically, there by implying that it is free from subjectively or bias. , It depicts an objective and 'comprehensive analysis of the given problem. In essence. Objectives are the most important criterion of scientific approach in research.

Question:

1. If we apply this norm to marketing research, what do we find?

2. Does marketing research follow the scientific method?

3 Going one step further, can we equate marketing research with search in other area such natural sciences?

4. Discuss the ideas contained in this case?

5. Do you think marketing research is scientific?

Case III

TV Advertising

Television has become an important medium of entertainment in urban household in India. For the past couple of years, colour television sets are being increasingly sold in large cities all over the country. Some of the programmers have become extremely popular with the viewers. Many business enterprises have closely observed the popularity of television programmers and have realized that the impact of television is very considerable on the audience. Several enterprises have started advertising on television although the. Cost of such advertisements is very high. However, small and medium sized firms are unable, to go in for television advertisement because of excessive cost.

ABC Company is interested to use television for advertising some of its products, in particular some canned foods based on soya beans. Although there is a general impression that television is an effective medium of advertisement, the directors of the ABC company wish that their judgment be based' on fact, not opinion. Hence, they feel that there is a need for conducting a study to provide them with satisfactory answers to these problems. In particular, they interested to measure the 'effectiveness' of television adverting. For this purpose, they have consulted a professional marketing research agency. This agency has told the directors that the best method for measuring the effectiveness of television adverting would be to conduct a 'before and after' study. It would involve a comprehensive survey of a market just before it got television and a re-survey of the same market after a period of, say six months, to ascertain what changes had occurred. The directors discussed the nature and utility of such a study with marketing research agency and finally agreed that such a study should be under taken. The same marketing research agency has engaged to conduct the study. However, it encountered some research problems while planning it. For example. One of the problems faced was whether the sample of respondents should be the same in both the 'before' and 'after' interviews or whether two independent samples should be used. In case the same respondents were to be interviewed. It was feared that they would be 'conditioned' by the initial questioning. This would necessitate the setting up of a 'control'. This could perhaps be done by a split sample techniques. It was also thought proper to introduce some further control. For this purpose, it was decided to interview a complete cross section of a city, including respondents why did not own television sets. Further, to ensure reliability of the study, the research agency felt that it was necessary to have a large sample. It decided to cover 10,000 households in a metropolitan city. Finally, to measure the effectiveness of advertising at different levels a questionnaire was designed covering test of brand awareness, familiarity, Preference and actual behavior of respondents.

Questions:

1. Critically examine the proposed methodology.

2. Do you think an alternative approach would be appropriate?

Case IV

WELCOME GROUP HOTELS

The Welcome group owns a chain of 20 hotels located in different parts of the country .In recent years, it has been expanding the chain by setting up new hotels. When there were only a few hotels, the Managing Director of the Welcome group used to personally Visit them with a view to ensuring that they provided high quality food and service to their patrons. But now he finds that with so many hotels it is extremely difficult to personally visit each and every hotel.

At the same time, he needs some mechanism to ensure that hotels of the chain continue to provide high quality service. The Managing Director has discussed this problem with some senior officials of the company. As a result of this discussion, he feels that:

Option 1: A suitable questionnaire may be designed and the same may be given to guests during their stay in the hotels. They may be requested to return the filled-in questionnaire at the reception counter while leaving the hotels..

Option 2: A suitable questionnaire may be designed and the same. may be posted to their homes soon after they have reached there with the request that these be returned, duly filled in, by post.

Option 3: A trained interviewer may be appointed on a temporary basis. He could visit different hotels without giving any prior intimation of his visits. In each hotel he visits, he may personally interview selected guests and seek their opinion on the quality 0f food and service in that hotel and their suggestions, if any, for improvement.

Option 4: The services of a marketing research firm may be hired. It may be asked to conduct a suitable study based on, say, telephone interviews of a random sample of guests from each hotel and to submit its report to the Managing Director.

Question: Discuss the relative merits of these opinions, indicating which one you would adopt if you were the managing director.

Case V

Indian tourism development co-corporation is an official body set up to promote tourism in India. The number of foreign tourist visiting India has, no doubt, increased over the years During 1396-97, approximately 23 million tourist visited India, accounting for an increases of 7percent over the preceding year. This inflow of tourist enabled India to earn a little over $ 3000 million. There is a general felling that India is not one of the world’s top holiday destination and it has a lot of catching up to do. It has to remove a number of barrier which dissude prospective foreign tourist to avoid India and visit other countries.

The ITDC is seriously considering a detailed study done on the inflow of foreign tourists in India over the past five years. The objective of the proposed study would be

(a)To ascertain country wise inflow of foreign tourists in the last five years.

(b)To prepare the profile of foreign touries on the bases of some important characteristics.

(c)To find out what is being demanded by the foreign tourist and what is being offered to them

(d)To ascertain the major difficulties and hardships faced by the touries in India

(e)To invite their suggestion for giving a boost to tourism.

Q1.Design a suitable questionnaire for the field survey.

Q2.Assuming that the information sought has been collected through field survey covering a large sample; give a format which you would adopt in writing the report. You should provide a brief explanation for each chapter/section to be included in the report, indicating why it should be given.

Unit I

Question1. Define marketing research. Highlight the nature and scope of marketing research. Discuss the common factors between research methods and scientific methods.

Question2. Describe the process of marketing research with the help of the various steps involved in it.

Questio3. Prepare a proposal of research using various steps of research process for analyzing the consumer attitude towards the toilet shop recently launched in the market.

Question4. Differentiate between scientific and non scientific methods of research as used in marketing area. Does the scientific methods covers all the steps mentioned in MR.

Question5.What is marketing information system? Differentiate between marketing research and marketing information system. What are the components of effective MIS?

Unit II

Question1.“A descriptive research design is formal and rigid where as exploratory research design is informal and flexible.’’ Explain this statement in Indian context.

Question2. Briefly explain the various designs used in experimentation. Which ones are more effective: formal or informal design?

Questio3.What sources are available to a researcher to obtain the secondary data for marketing research problem.

Question4. What are different methods of primary data collection? What do you understand bi survey? Describe various techniques of survey and evaluate them.

Question5.Describe the various steps involved in the development of a questionnaire.

Unit III

Question1. What do you understand by the term attitude? What are its components? Why consumer’s attitude measurement has become very important to marketers these days.

Question2. What do you understand by sample design? What points should be taken into consideration by a researcher in developing a sample design for research project?

Question3. What do you mean by scale? Explain the types of measurement scale. Discuss the criteria for good measurement scale.

Question4. “Sampling error is an inherent part of the sampling process: it can not be eliminated”. What do you think about this statement? Do you agree or disagree explain.

Question5. What steps are essential in determining the sample size in a research project? Explain these with examples.

Unit IV

Question1.What is data processing? Discuss the functions involved in the data processing.

Question2. What do you understand by hypothesis testing? Explain various procedure of hypothesis testing.

Question3. What is χ²-test? Under what conditions it can be used? What cautions are must while applying this test? Point out its uses for a marketing researcher.

Question4. Explain the term variance. Under what conditions analysis of variance can be used.

Question5. What is a research report? Discuss the layout of a research report.