Section:

Roll

No.
Post Graduate Institute of Management
Amrut Mody School of Management
Ahmedabad University
MBA - Il, Semester Ill
Mid Semester Examination
Subject: Marketing Research
Date: 04.09.14

Marks/Wt.: 30

Time: 30 minutes

Use only ball point pen to answer. DO NOT mark your answers with pencil.
1: Choose the most appropriate answer out of the following:
1. What is the basic objective of marketing research?
a. Identification of data
b. Collection of data.
c. Analysis and Interpretation of data
d. All the above.

(30)

2. Segmentation research is a type of

a. Problem identification research
b. Problem solving research
c. Both the above
d. None of the above
3. If a research is designed as a preliminary investigation, it is known
as
a. Applied research
b. Exploratory research
c. Conclusive research
d. None of the above.
4. An unproven statement or proposition about a factor or phenomenon
that is of interest to the researcher is called as
a. Research problem
b. Research question
c. Hypothesis
d. None of the above
5. Information services offered by marketing research organizations
that provide information from a common database to different firms
that subscribe their services is known as
a. customized services
b. syndicated services
c. field services

d. All of the above

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a.
b.
c.
d.

6. An unstructured, exploratory research methodology based on small

samples that provides insights and understanding of the problem
setting is known as
a. Descriptive research
b. Causal research
c. Quantitative research
d. Qualitative research
7. Which of the following is a depth interview technique?
Hidden issue question
Laddering
Both a and b above
None of these

a.
b.
c.
d.

8. Observation that involves a researcher monitoring all relevant

phenomena without specifying the details in advance
Structured observation
Unstructured observation
Natural observation
Contrived observation

a.
b.
c.
d.

9. Identify the following scale - "How old are you?'

Nominal
Ordinal
Interval
Ratio

a.
b.
c.
d.

10.In a questionnaire, if a question is asked as t I am a technology

buff who keeps up with the latest equipment" 1= strongly disagree
and 5 = strongly agree. This is an example of:
Likert scale
Semantic differential
Stapel scale
Continuous rating scale

a.
b.
c.
d.

11.The type of information which seeks the socioeconomic and

demographic characteristics of the respondents in a questionnaire is
called as
Basic information
Identification information
Classification information
None of the above

a.
b.
c.
d.

12.A researcher requires information regarding the sample size, the

criteria for selecting the sample, etc. What is the source for this?
Schedule
Research design
Problem statement
None of the above.
13.The basic criterion of research design is:
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a.
b.
c.
d.

To answer the research questions

To control independent variables
To analyze the background of the problem
None of the above.

a.
b.
c.
d.

14.When a researcher undertakes a personal interview in central

location, such as shopping mall, it is known as
Field experiment
Personal experiment
Home interview
Intercept interview
15.A questionnaire generally contains:
Structured questions
Unstructured questions
Combination of both
None of the above.

a.
b.
c.
d.

16.Which of the following is not a form of nonprobability sampling?

convenience sampling
cluster sampling
quota sampling
snowball sampling

a.
b.
c.
d.

17.The rate of occurrence of persons eligible to participate in the study

expressed as a percentage is the
a.
b.
c.
d.

incidence rate
initial sample size
completion rate
final sample size
18.Which of the following is true of the one-shot case study preexperimental design (X 01) ?

a. It does not provide a basis of comparing the level of 01 to what would

happen when X was absent.
b. There is no random assignment of test units.
c. Both a and b are correct.
d. In this design, a group of test units is measured twice.
19.

a.
b.
c.
d.

is a probability sampling technique that uses a two-step

process to partition the population into subpopulations, or strata.
Elements are selected from each stratum by a random procedure.
Stratified sampling
Simple random sampling
Systematic sampling
Cluster sampling
20.Which of the formulas below would be used to determine the sample
size using the formula for the standard error of the mean?
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a.
b.

n = Jl(l- Tt)z2 D2

c.

n = 02z2 D2

d. a and c are
correct

a.
b.
c.
d.

21.The conditions that must be satisfied before making causal

inferences include all of the following except
time order of occurrence of variables
role of evidence
concomitant variation
elimination of other possible factors

22.refers to an effect in which a prior measurement affects the test

unit's response to the
independent variable.
a. Mortality
b. Interactive testing effect
c. Maturation
d. Main testing effect
23.Which of the following scales is not a type of a non-comparative
scale?
a. semantic differential
b. constant sum
c. Likert
d. both a and c
24.scaling andscaling both are comparative in nature.
Both result in ordinal data and
might result in the respondent disliking the brand ranked 1 in an absolute
sense.

a.
b.
c.
d.

Paired comparison; constant sum

Rank order; paired comparison

Rank order; constant sum

Q-sort; constant sum

25.Which scale is not an itemized rating scale?

a.
b.
c.
d.

Stapel scale
semantic differential scale
Likert scale
continuous rating scale

26."Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of
a

a.
b.
c.
d.

structured question
dichotomous question
double-barreled question
branching question

27."Describe your college experience" and "What is your occupation?" are

questions.
a. Dichotomous

c.
structure
d
b. Unstructured
d. filter
28.Which of the following is not a type of structured question?
a. multiple choice
c. scale

b. none of the above

d.
dichotomou
s
29.A representation of the elements of the target population consisting of a list
or set of directions for identifying the target population is a
a. judgmental sample c. sampling unit
b. sampling frame
d. sample
30.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
4