Marketing Research and Report Preparation-1


SKU: AMSEQ-181 Category:

Assignment – 1


Q1: Explain in details the process of marketing research.


Q2: Compare and contrast the exploratory, descriptive, and causal research designs.


Q3: What are the advantages of using projective techniques in comparison to focus groups and in-depth interviews?


Q4: Write a brief note on survey methods.


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


Assignment – 2


Q1: Explain data editing and coding process in details.


Q2: Discuss the importance of marketing research report in the marketing research process.


Q3: Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent’s direct participation.

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 company’s 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.



a. Define Rogaine’s marketing problems from a marketing research perspective.


b. What type of exploratory research should Upjohn conduct?


Assignment – 3


1. 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

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. Problem identification research

b. Segmentation research

c. Problem solving research

d. Marketing information systems

e. Advertising research

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. Customers

b. Competitors

c. Other forces in the marketplace

d. All of the above

e. None of the above

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. 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

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. Syndicated services

b. Customized services

c. Standardized services

d. Analytical services

e. Partial services

6. 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

7. 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

8. 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

9. 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

10. 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

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

a. Traditional telephone

b. In-home

c. Computer-assisted telephone interviews (CATI)

d. Internet

e. Mall intercept

12. 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

13. 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

14. The mathematical symbols ‘ Xc ‘ 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

15. 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

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. Returning to the field

b. Case-wise deletion

c. Substitute an imputed response

d. Substitute a neutral value

e. Pair wise deletion

17. Which of the research questions / hypotheses given below is best answered using cross tabulations?

a. Is model appeal of an motorbike related to age and education levels?

b. The department store is being patronized by more than 10 percent of households.

c. One hotel has a more upscale image than its close competitor.

d. Both (b) and (c) are correct.

e. None of the above

18. The regression equation for a categorical independent variable with four categories would be modeled as:

Yi=a+ bl D1+ b2 D2+ b3 D3, here Dl, D2, D3 are the

a. Dependent variables

b. Independent Variables

c. Dummy variables

d. Surrogate variables

e. Trial variables

19. If the discriminant function is estimated and the square of the canonical correlation is 0.81, what does it indicate?

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

b. The null hypothesis is rejected. Therefore, there is significant discrimination between groups.

c. 90% of the explained variance is accounted for.

d. (b) and (c) are correct

e. None of the above

20. 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


21. 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

22. 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

23. 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

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. Interpreting and profiling the clusters

b. Assessing reliability and validity

c. Deciding on the number of clusters

d. Deciding on the number of factors

e. Selecting a clustering procedure

25.____ is a lack of fit measure; higher values indicate poorer fits.

a. Attribute levels

b. Stress

c. R-square

d. KMO

e. Relative importance weights

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. Direct

b. Preference

c. Derived

d. Likert

e. In direct

27. Which statement is true about using discriminant analysis to create spatial maps?

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

b. Spatial maps are obtained by plotting brand scores on the factors.

c. Discriminant weights can be used to label the dimensions.

d. Both (a) and (c) are true

e. None of the above.


28. Which of the following statements is not true concerning conjoint analysis?

a. The underlying assumption is that any set of stimuli, such as products, brands, or stores, is evaluated as a bundle of attributes.

b. Conjoint analysis relies on respondent’s subjective evaluations.

c. Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute.

d. The stimuli in conjoint analysis are products or brands

e. It is used for determining the relative importance of attributes in the consumer choice process

29. For conjoint analysis, when full or complete profiles of brands are constructed for all the attributes, the process is known as

a. Full-profile approach

b. Pair-wise approach

c. Two-factor evaluations

d. Both (b) and (c)

e. Multifactor evaluation

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. The marketing researcher

b. The respondent

c. The public

d. The environment

e. The research agency

31. Because of potential difficulties when seeking advice from experts, it is best to use interviews with experts when conducting marketing research .

a. For industrial firms

b. For products of a technical nature

c. In situations where little information is available from other sources

d. All of the above

e. None of the above

32. 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

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. Random sampling error

b. Non-response error

c. Non-sampling error

d. Response error

e. Inefficiency error

34. 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


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. Elements

b. Sampling unit

c. Extent

d. Time

e. Both (b) and (c) above

36. Using the same text in question number 7 “Metro Mumbai” is what part of the target population definition?

a. Elements

b. Sampling unit

c. Extent

d. Time

e. Both (b) and (c) above

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. Quality control and editing

b. Control of cheating

c. Central office control

d. Sampling control

e. Both b and c above

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

a. Incidence rate

b. Initial sample size

c. Completion rate

d. Final sample size

e. Population size

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



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