Marketing Research

1. What is Marketing Research?

(a) The function that links the consumer, customer, and public to the market though information.
(b) Description of a problem and its environment
(c) Critical investigation of hypothetical propositions
(d) Critical investigation of phenomena of interest to marginal decision makers.

2. Marketing Research Department perform activities such as

(a) Building a database on customers, competitors and markets
(b) Consulting with corporate business firms.
(c) Gathering and analyzing marketing information to make a business decision
(d) Marketing Research is adopted by business managers because.

3. In the process of research interested opinion is based on

(a) Empiricism and Rationalism
(b) Rationalism and Idealism
(c) Idealism and Existentialism
(d) None of the above.

4. Which of the following options is correct regarding the marketing research process?
(a) Define problem, set research objective, structure research design, data collection, data analysis, prepare and
present research report and take follow up action.
(b) Set research objective, structure research design, data collection, data analysis,
prepare and present research report, take follow up action and define problem.
(c) Set research objective, data collection, data analysis, prepare and present research report, take follow up action, define
problem and structure research design.
(d) Define problem, set research objective, structure research design, data collection, take follow up action, data analysis,
prepare and present research report.

5. Which of the following is/are characteristic(s) of sound marketing research?

(a) Scientific method should be adopted.
(b) It should be a creative research
(c) Multiple methods should be used and should be cost effective
(d) All of the above

6. "Research design is the blue print for collection, measurement and analysis of data... that
helps the researcher in allocation of limited resources". This definition of research design
is proposed by whom?
(a) Professor Bernard S. Philip
(b) Professor F. N. Kerlinger
(c) Professor Paul E. Green and Donald S. Tull
(d) Professor Philip Kotler
7. Which of the following is/are importance of descriptive research design ?
(a) It describe the features of certain groups say users of product with different age
groups, sex, levels of education, level of income and the like.
(b) It estimate the proportion of the people in a specific population who behave in a
certain way. In case of shoppers who patronage particular retail outlet.
 (c) It makes specific predictions say company's sales in terms of cents, varieties rupees
over next twelve months or two to five years and resulting gross and net cash flows.
(a) All of the above
8. For a particular research design, "instead of selecting the experimental design before the
experiment non of the group selected before experiment. The groups - equivalent to
experiment and control- are identified only by treatment given, after they are exposed to
the experiment. This explanation refers to which of the following research design?
(a) Ex-post facto design
(b) Benefits of variable observation
(c) Randomised block design
(d) Latin-square design and factoral design
9. Which of the following statements is not true regarding panel research ?
(a) Panel as an instrument of measuring change that can be presented with an illustration
(b) Panel data may be used in sales-forecasting by measuring consumer preferences for
various products.
(c) Panels can not be used for longitudinal studies
(d) The panel has long spectrum of research application beyond descriptive research

10. Which research involves a formal research procedure.

(a) Conclusive research
(b) Applied Research
(c) Exploratory research
(d) None of the above

11. What are the two major characteristics of the scientific method:
(a) Validity

(b) Reliability
(c) Empiricism
(d) a and b

12. A researcher faces certain problems, while conducting marketing research such as:
(a) Managerial and Financial

(b) Technical and Research

(c) Managerial and Research
(d) None of the above

13. Which research specifies alternative solutions and the possible outcomes of each
alternative?
(a) Basic research
(b) Fundamental Research
(c) Applied Research
(d) None of the above
14. In order to identify the right problem the researcher need to know:
(a) The actual problem situation faced by the decision maker
(b) Available Alternative
(c) Expected outcomes of the alternative
(d) All of the above
 15. Depending on the method of collection, data can be classified as:
(a) Primary and Secondary data
(b) Survey and Experimental data
(c) Informal and Formal
(d) None of the above

16. When a difference arises between the sample value and the true population value, it is known as:

(a) Sampling Error

(b) Non-Sampling Error
(c) Response Error
(d) Testing Error

17. Which of the following is not a merit of the secondary data?

(a) Timely availability
(b) It is unbiased
(c) It needs modification
(d) It facilitates monitoring
(d) Structured data

18. What is not a merit of unstructured questionnaire?

(a) Best suited in case of motivational factors
(b) It is difficult for editing and tabulating
(c) It is the most flexible way
(d) It leads to best research results
19. Which of the following is correct sequence of steps of designing a questionnaire?
(a) Determine the specific data to be sought, determining the interviewing process, evaluate the question content,
decide on the question/response format, determine
wording of questions, determine the questionnaire structure, determine the physical
characteristics of the form and the last step is 'pretest, revise and final draft.
(b) Determining the interviewing process, evaluate the question content, decide on the
question/response format, determine wording of questions, determine the
questionnaire structure, determine the physical characteristics of the form, determine
the specific data to be sought and the last step is 'pretest, revise and final draft.
Evaluate the question content, decide on the question/response format, determine
wording of questions, determine the questionnaire structure, determine the physical
characteristics of the form, determine the specific data to be sought, determining the
interviewing process and the last step is 'pretest, revise and final draft.
(d) None of the above is correct

20. Which of the following statements is not true regarding field editing and office editing?
(a) Office editing can be happened only after field editing.
(b) Office editing is more efficient than the field editing
(c) Field editing is one which is carried by interviewer himself after the interview but
office auditing happened in the researcher's office.
(d) Just after the interview, the interviewer reviews and corrects and analyses the
answers to the specific questions but office editing assumes all the more importance
in case of mail surveys conducted.
21....................is the process of assigning numbers and symbols to the answers to prepare
them for tabulation?
(a) Editing
(b) Coding
(c) Data analysis
(d) Data processing

22. Which of the following is not a reason of data tabulation?

(a) It simplifies the comparison of data.
(b) It makes the study complete and accurate in every respect.
(a) It will be easy to give recommendations for every research problem by a single
research
(b) It makes the affaires easily intelligible which otherwise would have been very
difficult to understand.

23. "The measurement of central tendency" and "measurement of dispersion" are coming
under which type of data analysis?
(a) Multivariate data analysis
(b) Bivariate data analysis
(c) Univariate data analysis
(d) Multicriteria data analysis
25. Which of th following options is/are the essential features of standard deviations?
(a) The deviation of the items are taken from the arithmetic average of the series
(b) Plus and minus signs are taken into account-while finding the deviation of the items
(c) All the deviations are squared to neutralise the reducing effects of minus deviations
(d) All of the above.