1. M.B.A (Sem-III) Contemporary Marketing Research
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Multiple Choice Questions
Q.1. Marketing means
A) Buying
B) Selling
C) Buying & Selling
D) Analyzing
Ans:C
Q.2. Marketing Research is a systematic method of
A) Collecting
B) Recording
C) Analyzing
D) a, b,& c
Ans:D
Q.3. Marketing Research Techniques Classified in
A) Exploratory research
B) Descriptive research
C) Causal research
D) All
Ans:D
Q.4. Formulating Hypothesis Used which Marketing Research Techniques
A) Exploratory research
B) Descriptive research
C) Causal research
D) All
Ans:A
Q.5. ‘Analysis of Case Studies’Using clarify problem in which Marketing Research
Techniques
A) Exploratory research
B) Descriptive research
C) Causal research
D) Only b & c
Ans:A
Q.6. ‘Literature Survey’Using clarify problem in which Marketing Research Techniques
A) Exploratory research
B) Descriptive research
C) Causal research
D) Only b & c
Ans:A

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Q.7. Experience SurveyUsingclarify problemin which Marketing Research Techniques
A) Exploratory research
B) Descriptive research
C) Causal research
D) Only b & c
Ans:A
Q.8. What are the features of Marketing Research
A) Wide & Comprehensive Scope
B) Systematic and Scientific
C) Science and Art
D) a ,b & c
Ans:D
Q.9. Role of Marketing Research
A) Describe
B) Predict
C) Explain
D) All
Ans: D
Q.10. Role of Information in Marketing Research
A) Accurate
B) Adequacy
C) Current
D) all
Ans:D
Q.11. Features of Good Research Design based on
A) Theory base
B) Situational
C) Art
D) Only a & b
Ans: D
Q.12. Exploratory Research Techniques used to clarify problem of
A) Literature Survey
B) Analysis of Case Studies
C) A & B
D) Only B
Ans:B

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Q.13. What is mean byQualitative Research Techniques
A) Focus Groups
B) Depth Interviews
C) A&B
D) Only B
Ans:C
Q.14. “time-series studies” called as
A) Exploratory research
B) Descriptive research
C) Longitudinal Studies
D) None of the above
Ans: C
Q.15. Full form of (TRPs)
A) Target Rating Process
B) Target Rate Price
C) Target Rating Points
D) None of the above
Ans:C
Q.16. Managers cannot always wait for information to arrive in bits and pieces from marketing
departments. They often require ________ studies of
A) Formal
B) Informal
C) Convenient
D) Inconvenient
Ans:C
Q.17. ________Department provides specific information to marketing managers:
A) Marketing
B) Finance
C) Marketing Research
D) System
Ans:C
Q.18. In contrast to a judgment sample, a probability sample is
A) Statistically random in nature
B) Arbitrary
C) Pre-selected from the universe
D) One in which the sampling error cannot be measured
Ans: A

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Q.19. Information sought in marketing surveys usually falls into all of the following categories
EXCEPT
A) factual information relating to the particular subject
B) respondent descriptions of the interviewer
C) opinions and attitudes on subjects pertinent to the survey
D) personality and other characteristics of the respondents to the survey
Ans: B
Q.20. Marketing research that can be considered conclusive includes all of the following
EXCEPT
A) Search Of Secondary Data
B) Statistical Analysis
C) Experimentation
D) Simulation
Ans: D
Q.21. Concept testing uses
A) Person-To-Person Interviewing
B) Mail Questionnaires
C) Reader Inquiry Cards
D) Observation In The Market
Ans: A
Q.22. Distance traveled is a good example of a(n)
A) Interval Scale
B) Nominal Scale
C) Ordinal Scale
D) Ratio Scale
Ans: D
Q.23. A survey conducted among 100 commercial airline pilots to determine the number of
hours flown in a typical year produces a standard deviation of 240 hours. The standard error
of the mean is
A) 2.4
B) 4.8
C) 24
D) 48
Ans: C

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Q.24. The most popular technique for predicting values of one variable from values of another
variable is
A) Analysis of Variance
B) Linear Regression
C) Correlation Analysis
D) Coefficient of Determination
Ans: B
Q.25. Marketing research is the function that links the consumer, customer, and public to the
marketer through,
A) Information
B) Sales
C) Computer
D) All of the above
Ans: A
Q.26. Information is used to identify and define marketing opportunities and problems;to
generate, refine, and evaluate_____________ actions.
A) Sales
B) Marketing
C) Computer
D) Database
Ans: B
Q.27. MR Stands For
A) Medical Research
B) Marketing Research
C) All of the above
D) None of the above
Ans: B
Q.28. Marketing Research Specifies,
A) Business to Business
B) The data, manages and implements the data- collection process, analyzes the results,
and communicates the findings and their implications.
C) The Information, manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications
D) All of the above.
Ans: C

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Q.29. Marketingresearch is concerned with.
A) The application of theories, problem-solving methods, and techniques toidentify and
solve problems in organizations
B) The application of theories, problem-solving methods, and techniques toidentify and
solve problems in marketing.
C) All of the above
D) None of the above
Ans: B
Q.30. In order to offset unpredictable consumer behavior, companies invest in_ _ _ _
A) Market research
B) Computers.
C) E-Business.
D) All of the above
Ans: A
Q.31. Dell Computer might want to know a demographic breakdown of how many andwhat
kinds of people or companies will purchase a new model in its personalcomputer line,it is an
example for.
A) Market research
B) Computers.
C) E-Business.
D) All of the above
Ans: A
Q.32. Department provides specific information to marketing managers:
A) Marketing.
B) Finance.
C) Marketing research.
D) Systems.
Ans: C
Q.33. The marketing research process consists of four steps they are sequentially. (D)
A) Defining the problem and research objectives, developing the research
plan,implementing the research plan, and interpreting.
B)Defining the problem and research objectives, developing the research
plan,implementing the research plan, and interpreting and reporting the findings.
C)All of the above
D)None of the above
Ans: D

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Q.34. Information gathered for marketing research is from
A) Inside the organization
B) Outside the organization
C) All of the above
D) None of the above
Ans: C
Q.35. Information gathered for marketing research is stored by.
A) Market research Information systems
B) Database
C) library
D) None of the above
Ans: A
Q.36. Marketing research information is gathered by
A) Surveys
B) Marketing personnel
C) customers
D) All of the above
Ans: B
Q.37. MRIS is slowly being replaced by software
A) ERP
B) COBOL
C) BASIC
D) All of the above
Ans: A
Q.38. People who gather information especially for MR departments are called
A) MR executive
B) Researcher
C) None of the above
D) All of the above
Ans: A
Q.39. Most of the information fed into MR database is used by for refining of the Organization
A) Money management
B) Marketing management
C) Knowledge Management
D) All of the above
Ans: C

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Q.40. Documenting of marketing research findings is called
A) Document writing
B) Report writing
C) None of the above
D) All of the above
Ans: B
Q.41. Marketing Research management helps an organization in.
A) Reducing production costs
B) Decrease the production cost
C) Reduce the time it takes to make a new product
D) All of the above
Ans: C
Q.42. Interviewing consists of inviting several people to talk with a trainedinterviewer about a
company’s products or services
A) Board
B) Independent
C) Personal
D) All of the above
Ans: C
Q.43. The interviewer needs skills
A) interviewing
B) communication
C) Objectivity, knowledge of the subject and industry, and some understandingof group
andconsumer behavior.
D) Computer hardware and software.
Ans: C
Q.44. The main drawbacks of personal interviewing are
A) costs and sampling problems
B) Stationary costs
C) All of the above
D) None of the above
Ans: A
Q.45. Marketing researchers usually draw conclusions about large groups of consumersby
studying a relatively ---sample of the total consumer population.
A) Small
B) Sample Size
C) Sampling Procedure
D) All of the above
Ans: A

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Q.46. Determines the number of people to be surveyed (B)
A) Sampling Unit.
B) Sample Size
C) Sampling Procedure
D) All of the above
Ans: B
Q.47. Determines how the respondents should be chosen
A) Sampling Unit.
B) Sample Size
C) Sampling Procedure
D) All of the above
Ans: C
Q.48. In collecting primary data, marketing researchers have a choice of research instruments
A) Questionnaire
B) Mechanical devices.
C) All of the above
D) None of the above
Ans: C
Q.49. Consists of a set of questions presented to a respondent for his or heranswers.
A) questionnaire
B) Mechanical devices.
C) All of the above
D) None of the above
Ans: A
Q.50. Examples of mechanical instruments are
A) people meters
B) supermarket scanners
C) All of the above
D) None of the above
Ans: C
Q.51. Many managers see marketing research as only a operation
A) Continuous operation.
B) Fact-finding operation.
C) All of the above.
D) d. none of the above
Ans: B

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Q.52. Regardless of the type of process, all research begins with a generalized idea inthe form
of a research question or a
A) Doubt
B) Hypothesis.
C) All of the above
D) None of the above
Ans: C
Q.53. A hypothesis differs from a research question; it is
A) More specific.
B) Makes a prediction.
C) All of the above
D) None of the above
Ans: C
Q.54. Hypotheses provide the following benefits:
A) They determine the focus and direction for a research effort.
B) Their development forces the researcher to clearly state the purpose of theresearch
activity.
C) They determine what variables will not be considered in a study, as well asthose that will
be considered.
D) All of the above
Ans: D
Q.55. The worth of a hypothesis often depends on the skills
A) Managing Directors
B) Researcher’s
C) Marketer’s
D) All of the above
Ans: B
Q.56. A research study includes at least hypotheses
A) one
B) Two
C) Three
D) Cannot say
Ans: B
Q.57. Name the two hypotheses
A) Null.
B) Alternate.
C) All of the above.
D) None of the above.
Ans: C

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Q.58. The hypothesis presents the alternative to the null and includes a statement of inequality
A) Null.
B) Alternate.
C) All of the above.
D) None of the above.
Ans: B
Q.59. Measurable observations are called observations.
A) Quantitative
B) Qualitative
C) All of the above
D) None of the above
Ans: A
Q.60. Example of Indian market research firms in India (D)
A) Nexgen
B) FKN corporation
C) iEIviraInfo matrix
D) d. All of the above
Ans: D
Q.61. Example of Indian market research firms outside India (A)
A) Tiger research
B) Nexgen
C) FKN Corporation
D) iEIvira Infomatrix
Ans: A
Q.62. Observations that cannot be measured are termed as (B)
A) Quantitative
B) Qualitative
C) all of the above
D) None of the above
Ans: B
Q.63. Statistics are typically simple summary figures calculated from a set of Observations.
A) Descriptive
B) inferential
C) All of the above
D) None of the above
Ans: A

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Q.64. Statistics are used to apply conclusions about one set of observations toreach a broader
conclusion or an inference about something that has not beendirectly observed.
A) Descriptive
B) inferential
C) All of the above
D) None of the above
Ans: B
Q.65. Is a collection of any number of related observations?
A) Data
B) Data set
C) All of the above
D) None of the above
Ans: A
Q.66. Allows for the compression of data into a table
A) Frequency distribution
B) T test
C) Chi test
D) None of the above
Ans: A
Q.67. The objective of is to select that part which is representative of the entire population.
A) Frequency distribution
B) Sampling
C) T test
D) None of the above
Ans: B
Q.68. Sample designs are classified into
A) Probability
B) Non-probability
C) all of the above
D) None of the above
Ans: C
Q.69. A sample is a sample if each unit in the population is given somechance of being
selected.
A) Probability
B) Non-probability
C) all of the above
D) None of the above
Ans: A

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Q.70. A sample is a when some units in the population are not given anychance of being
selected, and when the probability of selecting any unit into thesample cannot be
determined or is not known.
A) Probability
B) Non-probability
C) all of the above
D) None of the above
Ans: B
Q.71. Sampling is used in some manufacturing and distributing settings as a means of
A) Quality control
B) Product control
C) All of the above
D) None of the above
Ans: A
Q.72. The chi-square and t-distribution are both
A) Used for hypothesis testing
B) Dependent on a number of degrees of freedom
C) All of the above
D) None of the above
Ans: B
Q.73. The F ratio contains
A) Two estimates of population variance
B) Two estimates of population mean
C) One estimate of population variance and one estimate of population mean
D) All of the above
Ans: A
Q.74. If we want to whether the proportion of more than two populations are equal , we use
A) Analysis of variance
B) Estimation
C) Variance
D) None of the above
Ans: D
Q.75. Which of these distributions has a pair of degrees of freedom?
A) Poisson
B) Normal
C) Chi-square
D) None of the above
Ans: D

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Q.76. A family of distributions differentiated by two parameters and used to prtest hypothesis
regarding variances is called distribution.
A) Poisson
B) F test
C) Chi-square
D) None of the above
Ans: B
Q.77. Marketing research information is used to take decisions.
A) Long
B) Short
C) Medium
D) all of the above
Ans: D
Q.78. The major advantage of survey research is its
A) Options
B) Flexibility
C) Cheap.
D) All of the above
Ans: B
Q.79. Questionnaire can also take a long time to complete. (A)
A) Mail
B) Telephone, personal interview
C) email, fax
D) All of the above
Ans: A
Q.80. Telephone interviewing is.
A) costlier
B) attractive
C) Cheap
D) All of the above
Ans: A
Q.81. Interviewing consists of inviting several people to talk with a trainedinterviewer about a
company’s products or services
A) Board
B) Independent
C) Personal
D) All of the above
Ans: C

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Q.82. The interviewer needs skills
A) interviewing
B) communication
C) Objectivity, knowledge of the subject and industry, and some understandingof group and
consumer behavior.
D) Computer hardware and software.
Ans: C
Q.83. In the early and mid-1980s, some cola companies created a taste test against
theircompetitors. This is an example of research.
A) Survey research.
B) Marketing research
C) Observational research
D) All of the above
Ans: A
Q.84. Observation is best suited for research
A) Exploratory research.
B) Survey research
C) Observational research
D) All of the above.
Ans: A
Q.85. Research tries to explain cause-and-effect relationships.
A) Experimental research.
B) Survey research
C) Observational research
D) All of the above.
Ans: D
Q.86. Research may be collected by:
A) Mail, personal interview.
B) Telephone,
C) email, fax
D) All of the above
Ans: D
Q.87. One of the example where marketing research is extensively used by organizations are
A) Consumer durables.
B) Pharma Industry.
C) Industrial Products.
D) All of the above.
Ans: A

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Q.88. Researchers can rarely obtain all the data they need from sources.
A) Environmental
B) Primary
C) Secondary
D) All of the above
Ans: C
Q.89. Is the gathering of primary data by observing relevant people, actions,and situations?
A) Situational research
B) Marketing research
C) Observational research
D) All of the above
Ans: C
Q.90. Research is the approach best suited for gathering descriptive information
A) Survey
B) Marketing
C) Observational
D) Causal
Ans: A
Q.91. Marketing research:
A) Is used to obtain information for management to make more informed decision making
B) is the collection and analysis of data from a sample or census of individuals or
organizations.
C) Includes all forms of market, opinion and social research such as consumer and
industrial surveys.
D) is work undertaken to determine either structural characteristics of the industry of
concern.
Ans: A
Q.92. Marketing research, by presenting pertinent information in a useful format:
A) Provides managers with a means to judge worker performance.
B) Aids marketing decision makers in analyzing data and in suggesting possible actions for
strategic marketing direction.
C) Provides sufficient information about a situation after it occurs to be able follow its path
of occurrence.
D)Provides consumers with information concerning why the product or service is useful to
them.
Ans: B

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Q.93. A marketing research firm contracts with clients to conduct a complete marketing
research project from data collection, analysis and reporting. It is a__________ firm.
A) Consultant
B) field agency
C) full-service agency
D) tabulation agency
Ans: C
Q.94. Marketers usually decide whether to conduct marketing research study internally or
through an outside organization based on certain criteria. Which of the following criterion
is not used?
A) Whether the study offers value for money.
B) The agency's reputation.
C) The likelihood that the research design will provide insights into the management
problem.
D) The size of the agency.
Ans: D
Q.95. ___________ usually alpha-numeric, i.e. words and numbers, are often entered into
word-processed documents as interview transcripts from audio or videotape or entered
directly into computer software applications (e.g. NVivo) as video or sound files for content
analysis.
A) Qualitative data.
B) Quantitative data
C) Secondary data.
D) Data mining
Ans: A
Q.96. Once the agency has discussed the brief with the client, the agency provides a detailed
outline of how they intend to investigate the problem. This document is called the
A) Research Brief
B) Research Proposal
C) Research Question
D) Research Programme
Ans: B
Q.97. Second-hand data, collected for someone else's purposes, is known as :
A) Primary research.
B) Descriptive research.
C) Causal research.
D) Secondary research.
Ans: D

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Q.98. When little is known about the problem, research seeking to discover the cause ofa
problemby discussing the problem with informed sources and examining pre-existing data
isundertaken. This type of research is:
A) Situation analysis.
B) Information investigation.
C) Exploratory research.
D) Bottom-line analysis.
Ans: C
Q.99. Which of the following is not one of the categories of research design?
A) Exploratory research.
B) Descriptive research.
C) Causal research.
D) Desk research.
Ans: D
Q.100. Which technique is used to collect data that has been previously collected for a
purposeof her than the current research situation?
A) Secondary research.
B) Primary research.
C) Desk research.
D) Secondary research and desk research.
Ans: A
Q.101. A common research technique, used particularly in retailing (on- and off-line)
whereconsumers are recruited by researchers to act as anonymous buyers in order to
evaluatecustomer satisfaction is referred to as:
A) Qualitative research.
B) Mystery shopping.
C) Quantitative research.
D) Ethnography.
Ans: A
Q.102. Information collected for the first time specifically for a marketing research study is
called:
A) Secondary research.
B) Primary research.
C) Soft research.
D) Experimental research.
Ans: B
Q.103. Secondary data has two important advantages over primary data. It is:
A) Capable of compensating for rapid environmental changes and technicalimprovements.
B) Always available and complete.

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C) Seldom obsolete and usually fits the dimensions ofyour problem.
D) Generally cheaper to gather than primary data and takes less time to find.
Ans: D
Q.104. Criteria like gender, ethnicity, or some ether customer characteristic are used to restrict
thesample, but the selection of the sample unit is left to the judgmentof the researcher.
This iscalled:
A) random sampling
B) stratified random sampling
C) quota sampling.
D) convenience sampling
Ans: C
Q.105. A probability sample constructed where the population elements are accorded a number
anda sample is selected by generating random numbers, which correspond to the
individualpopulation elements. This is called:
A) Simple random sample.
B) Convenience sample.
C) Quota sample.
D) Cluster sample.
Ans: A
Q.106. Which sampling techniques are often selected in qualitative research?
A) Non-probability sampling.
B) probability sampling
C) Stratified sampling.
D) Random sampling.
Ans:A
Q.107. What is the term used to describe the degree to which the data elicited in a study
isreplicated in a repeat study?
A) Replication.
B) Pre-code.
C) Reliability.
D) Convenience.
Ans: C
Q.108. One thing that is usually true of focus groups is that:
A) most groups involve a small number of participants.
B) they usually average 5 to 10 minutes in length.
C) the moderator's job is to keep the group busy for the entire time and not let anyone
leave.
D) the questions used are highly structured and response-driven.
Ans: A

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Q.109. Which type of research methods are designed to elicit responses to
predetermined,standardized questions from a large number of respondents?
A) Quantitative.
B) Qualitative.
C) Non-probability.
D) Probability.
Ans: A