Marketing Research

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Marketing Research

Assignments- A

Question 1: “Food Mania” is a chain of fast food restaurants located in major metropolitan areas in the

south. Sales have been growing very slowly for the last two years. Management has decided to add some

new items to the menu, but first they want to know more about their customers and their preferences.

a) List two Hypothesis

b) What kind of research design is appropriate? Why?

Answer (1a):

Hypothesis 1: Null Hypothesis

Hypothesis 2: Alternative Hypothesis

Answer (1b): Observational research design is most appropriate research design for “Food Mania”. This is

because observational design relates to the conditions under which the observations are to be made.

For Example: If “Food Mania” management start to observe their customers along with their and

restaurants’ location in metropolitan areas and judge that which type of food residents eat mostly? Either

they afford fast food on daily basis or not? Either those metropolitan area residents are mostly vegetarian

or they like to eat meat, fish etc. In such type of observation many things will play their role for instance,

giving a questionnaire to customer, when customer wants to leave the restaurant. If “Food Mania”

management starts some local survey that why customers go other restaurants as much instead of coming

“Food Mania” then it will be very much helpful. Reason behind is that “Food Mania” will know very well

that which type of food are available at other restaurants and which are not available. After that a new

menu can be created easily with low introductory price which will definitely attract customers and they will

that that “Why we should not go to take a sip at least”? A main thing which must be focused is income of

residents of that metropolitan area. This will make a good strategy for “Food Mania” management. Low

price than other restaurants, focusing incomes, percentile of interest in fast food, How many times they

like to eat outside their homes and knowing that which types of food in that particular area people like to

eat? This method of research will help “Food Mania” to boost their business according to their will. In this

all, advertisement at different places like boards or offers, free tokens will help to boost business also it will

attract customers automatically.


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Question 2: Develop a plan for conducting a focus group to determine consumers’ attitudes towards and

preferences for imported automobiles. Specify the objectives of the focus group, write a screening

questionnaire, and develop a moderato’s outline.

Answer:

Plan: Focus group is going to conduct a survey because they want to know that what ratio of people like

imported automobiles. Which type of flexibility they need from an imported automobile? If they are

investing money on their relaxation of life then how many people can afford high quality, moderate quality

and low quality imported automobiles and what they see in their first impetration. Either they note that the

automobile is environment friendly or not? Which type of energy and how much it uses? Either it utilizes

patrol, diesel, high-octane, CNG or LPG etc. What are they requirements of youngsters, students, males,

females, business man? What are the purposes, for which purpose they want to buy an imported

automobile? Group will be off random citizens including some students, business men and some

responsible male, female citizens. They will need to fill up a questionnaire of 12 questions. In which they

will be asked for above explained terms.

Questionnaire: Please give short answers of following questions. This survey will be beneficial for you.

1. What is your monthly income?

2. Why you are interested to use an imported automobile? Why not a local one?

3. Which types of automobiles do you like and why? List at least five.

4. After how much time you change your automobile?

5. What do you do if your automobile is not environment friendly?

6. Which type of media do you like in your automobile, either audio or video?

7. Which type of flexibility do you need from an imported automobile?

8. Have you ever experienced bad with any imported automobile? If yes than share.

9. Does your present imported automobile use more fuel?

10. Have you ever experienced any one automobile which take a long drive with less fuel?

11. After how much time you go to workshop for service and maintenance?

12. May you suggest that, how may we help you to bring excellent product for you?


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Moderator’s

Opening

5 minutes

Today we’ll be discussing your thoughts and opinions about the imported automobiles. Basically, we want to

know that how much you interest in imported automobiles and about their reliability.

* In questionnaire like this, there are no wrong answers, just differing points of view.

* We are interested in both positive and negative comments, and, in fact, sometimes the negative

comments are the most helpful.

I want to stress that your remarks here today are strictly confidential.

* The videotaping is exclusively for research purposes, and the only persons viewing the film will

be the author or the research, the clients, and me, the moderator.

Finally, some points about procedure:

* We’ll proceed informally, on a first name basis.

* My role is just to ask to wait of your completion of answers on paper. Plan of survey is to

answer 12 questions, but feel free to write out if something occurs to you. We aren’t rushed.

* I’ve hardly glanced through the book and have no opinion myself. This is your show.

Let’s begin with brief introduction. Write your name and one fact about yourself that you feel most

identifies who you are? On paper.

And proceed further with, no worries.

After this survey, Aakash Autos need to focus customers most wanted needs and using that all, they will be

able to do a great business along with good reputation.

Question 3: You are in the marketing research department of a firm specializing in developing decision

support system (DCS) for the health care Industry. Your firm would like to measure the attitudes of

hospital administrators towards DSS. The interview would be conducted by telephone. You have been

asked to develop an appropriate scale for this purpose. Management would like you to explain and

justify your reasoning in constructing the scale.

Answer: Following is a scale, on the basis of this scale we’ll determine whether hospital administration

attitude is positive (excellent) or negative (poor) toward Decision Support System. In probability theory and

statistics, a scale parameter is a special kind of numerical parameter of a parametric family of probability

distributions. The larger the scale parameter, the more spread out the distribution. We’ll go through this short scale

parameter along with saving our time on a big frequency distribution.


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It is very simple to know a person’s attitude. Many people analyz

Here, not only we’ll use our experience to know the attitude of hospital

above scale parameters to measure their attitude toward DSS. In interview, our expert will ask at least

question for the best prediction that either hospital administration will be able to apply and use Decision

Support System at least for next 5 years. Questions may be of professional kind or general. If both type of

question were asked then result will

mentioned that both type of question should be asked, it is just depend upon expert at interviewing time

that which type of question should be raised? Some of the analytical question may

that analytical reasoning show more intellectuality of candidate. This scale will do that all.

Question 4: After receiving some complaints from readers, your campus newspaper decides to redesign

its front page. Two new formats B and C were developed and tested against the current format, A. A total

of 75 students were randomly selected and 25 students were rando

conditions. The students were asked to evaluate the effectiveness of the format on an 11

Poor, 11 = excellent)

a) State the null hypothesis

Answer: The null hypothesis: The typical null hypothesis at the

difference exists between the control and experimental groups (for the variable being compared). Other

possibilities include:

• that values in samples from a given population can be modeled using a certain family of

distributions.

• that the variability of data in different groups is the same, although they may be centered around

different values.

0

1

2

3

4

5

ExcellentVery Good

Scale Parameters of Hospital Adminstration


It is very simple to know a person’s attitude. Many people analyze it with respect of their old experiences.

Here, not only we’ll use our experience to know the attitude of hospital administrators

scale parameters to measure their attitude toward DSS. In interview, our expert will ask at least



question were asked then result will be more helpful for final results. In this parameter there it is not


that which type of question should be raised? Some of the analytical question may


fter receiving some complaints from readers, your campus newspaper decides to redesign


of 75 students were randomly selected and 25 students were randomly assigned to each of three format

conditions. The students were asked to evaluate the effectiveness of the format on an 11

he typical null hypothesis at the outset of the experiment is that no


hat values in samples from a given population can be modeled using a certain family of

that the variability of data in different groups is the same, although they may be centered around

Very GoodModerate

GoodPoor



e it with respect of their old experiences.

administrators but also we’ll apply

scale parameters to measure their attitude toward DSS. In interview, our expert will ask at least 10



be more helpful for final results. In this parameter there it is not


that which type of question should be raised? Some of the analytical question may be asked. As we know


fter receiving some complaints from readers, your campus newspaper decides to redesign


mly assigned to each of three format

conditions. The students were asked to evaluate the effectiveness of the format on an 11-point scale. (1 =

outset of the experiment is that no


hat values in samples from a given population can be modeled using a certain family of statistical

that the variability of data in different groups is the same, although they may be centered around



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For this experiment we’ll consider following statistical expression:

H0:μ1 = μ2

Where H0 = the null hypothesis

µ1 = the mean of population 1

µ2 = the mean of population 2

Here we shall write it for format A, B, C, as:

H0:µ1 = µ2 = µ3

This shows that the null hypothesis of the campus news paper experiment result on 3 students’ teams is

same. Here, stronger null hypothesis is that the three samples are drawn from the same population, such

that the variance and shape of the distributions are also equal.

b) What statistical test should you use?

Answer: For this experiment, I’ll need to use the Analysis of Variance (ANOVA) test. The primary purpose of

ANOVA is to test for differences between multiple means. ANOVA is needed to compare three or more

means. If multiple t-tests were applied, the probability of a TYPE I error (rejecting a true null hypothesis)

increases as the number of comparisons increases. One-way ANOVA examines whether multiple means

differ. The test is called an F-test. ANOVA calculates the ratio of the variation between groups to the

variation within groups (the F ratio). While ANOVA was designed for comparing several means, it also can

be used to compare two means. Two-way ANOVA allows for a second independent variable and addresses

interaction. ANOVA is efficient for analyzing data using relatively few observations and can be used with

categorical variables. Note that regression can perform a similar analysis to that of ANOVA.

c) What are the degrees of freedom associated with the test statistic?

Answer: In statistics, the number of degrees of freedom is the number of values in the final calculation of a

statistic that are free to vary. Estimates of statistical parameters can be based upon different amounts of

information or data. The number of independent pieces of information that go into the estimate of a

parameter is called the degrees of freedom (df). In general, the degrees of freedom of an estimate is equal

to the number of independent scores that go into the estimate minus the number of parameters estimated

as intermediate steps in the estimation of the parameter itself (which, in sample variance, is one, since the

sample mean is the only intermediate step).

Question 5: Describe the appropriate target population and the sampling frame in each of the following

situations:

a) The manufacturer of a new cereal brands want to conduct in home product usage test in Chicago.


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Answer: In situation like this researchers rarely survey the entire population for two reasons; the cost is too high,

and the population is dynamic in that the individuals making up the population may change over time. The three

main advantages of sampling are that the cost is lower, data collection is faster, and since the data set is smaller it is

possible to ensure homogeneity and to improve the accuracy and quality of the data. In this situation, it is not

possible to conduct a survey or a research in Chicago. This is because, if we target whole population then it will be

difficult as already described about cost and dynamic population and if we apply sampling frame then result will be

negative because no one knows that what is being cook at other home?

b) A national chain store wants to determine the shopping behavior of customers who have in store

charge card.

Answer: In this situation target population survey or research is applicable. The reason is only that only

those customers will be in this survey that has store charge cards. No one else will be applicable. In this

regard neither it will be costly as much nor will it take a lot of time. National Chain Store will need to make

an easy questionnaire and give that questionnaire to card holder customer and request to fill up that

questionnaire and tell them it will be beneficial for them or store holder may give them any simple gift for

their marketing purpose. It will be beneficial for store to win their customers hearts and make them

customer for long terms.

c) A local TV station wants to determine households’ viewing habits and programming preferences.

Answer: In this case, it will be very difficult to determine that which programs are being watched by each

household or in which programs they take more interest, even for a local TV station. Here is also same

problem of population; the population from which the sample is drawn may not be the same as the

population about which we actually want information. The sampling frame must be representative of the

population and this is a question outside the scope of statistical theory demanding the judgment of

experts in the particular subject matter being studied. The difficulties can be extreme when the population and

frame are disjoint. This is a particular problem in forecasting where inferences about the future are made from

historical data. A TV station will face same problem as stated above. Because after some time, some people

go from that area and some new residents will come there and in such type of scenario, whole survey or

research will be fail. And if they wanted to do it again then again after some time they will need another

survey. Both conditions are being applied here, Cost and Dynamic Population.

d) The local chapter of the American Marketing Association wants to test the effectiveness of its new

member drive in Atlanta.

Answer: In this case, it will be easy to determine that what are the needs and interest of new member

because the population is single entity. How new member is marketing their products or anything else.

What does new member focus to do that all so the business can grow up rapidly? In this case there is no

need of any questionnaire but a single phone interview of 5-12 minutes will do all. Like asking about

American Marketing Association help, its objectives, growth of business, tools, techniques and tips for

growing of business etc.


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So it is easy for a single entity to determine necessary things. If Association has a prepared general

questionnaire then it will help also.


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Assignments- B

Question 1: Develop a series of questions for determining the proportion of households with children

under age 10 where child abuse takes place. Use the randomized response technique.

Answer:

Do you know where to go if you or someone you know is abused?

Yes

No

What is the main cause of child abuse?

Stress

A bad temper

Childhood problems

All of the above

Other Where does child abuse occur mostly?

Home

School

Friend’s houses What type of abuse is most common?

Sexual

Physical

Verbal

Neglect Who is the dominant abuser?

Males

Females Who are the most common abusers?


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Parents

Siblings

Relatives

Teachers/coaches How important is the termination of child abuse to you?

Not important

Somewhat important

Important

Very important How long has child abuse been around?

As early as the 18oo's

It’s a recent thing

Forever

Early 1920's What are some signs of child abuse?

Physical marks

Unusual sexual interest

Serious depression

Other Are people who have been abused during their childhood more likely to abuse their own children or others?

Yes

No How common do you think child abuse is in our area?

Not common

Not very common

Common

Very common


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Question 2: A manufacturer would like to survey users to determine the demand potential for a new

power press. The new press has a capacity of 500 tons and cost $225,000.It is used for forming products

from lightweight ad heavyweight steel can be used by automobile, construction equipment and major

appliance manufacturers.

a. Identify the population and sampling frame that could be used.

Answer: We seek a sampling frame which has the property that we can identify every single element and

include any in our sample. The most straightforward type of frame is a list of elements of the population

(preferably the entire population) with appropriate contact information. Here population will be “users,

manufacturers, new power press, press capacity and cost” and the sampling frame will be “users and

manufacturers”.

b. Describe how a simple random sample can be drawn using the identified sampling frame.

Answer: In a Simple Random Sample of a given size, all such subsets of the frame are given an equal

probability. Each element of the frame thus has an equal probability of selection: the frame is not

subdivided or partitioned. Furthermore, any given pair of elements has the same chance of selection as any

other such pair (and similarly for triples, and so on). This minimizes bias and simplifies analysis of results. In

particular, the variance between individual results within the sample is a good indicator of variance in the

overall population, which makes it relatively easy to estimate the accuracy of results. However, Simple

Random Sample can be vulnerable to sampling error because the randomness of the selection may result in

a sample that doesn't reflect the makeup of the population.

c. Could a stratified sample be used? If so, how?

Answer: Yes a stratified sample can be used as where the population embraces a number of distinct

categories, the frame can be organized by these categories into separate "strata." Each stratum is then

sampled as an independent sub-population, out of which individual elements can be randomly selected.

There are many several potential benefits to stratified sampling.

First, dividing the population into distinct, independent strata can enable researchers to draw inferences

about specific subgroups that may be lost in a more generalized random sample.

Second, utilizing a stratified sampling method can lead to more efficient statistical estimates (provided that

strata are selected based upon relevance to the criterion in question, instead of availability of the samples).

Even if a stratified sampling approach does not lead to increased statistical efficiency, such a tactic will not

result in less efficiency than would simple random sampling, provided that each stratum is proportional to

the group’s size in the population.


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Third, it is sometimes the case that data are more readily available for individual, pre-existing strata within

a population than for the overall population; in such cases, using a stratified sampling approach may be

more convenient than aggregating data across groups (though this may potentially be at odds with the

previously noted importance of utilizing criterion-relevant strata).

Finally, since each stratum is treated as an independent population, different sampling approaches can be

applied to different strata, potentially enabling researchers to use the approach best suited (or most cost-

effective) for each identified subgroup within the population.

d. Could a cluster sample be used? If so, how?

Answer: Sometimes it is cheaper to 'cluster' the sample in some way e.g. by selecting respondents from

certain areas only, or certain time-periods only. (Nearly all samples are in some sense 'clustered' in time -

although this is rarely taken into account in the analysis.)

Cluster sampling is an example of 'two-stage sampling' or 'multistage sampling': in the first stage a sample

of areas is chosen; in the second stage a sample of respondents within those areas is selected.

This can reduce travel and other administrative costs. It also means that one does not need a sampling

frame listing all elements in the target population. Instead, clusters can be chosen from a cluster-level

frame, with an element-level frame created only for the selected clusters. Cluster sampling generally

increases the variability of sample estimates above that of simple random sampling, depending on how the

clusters differ between themselves, as compared with the within-cluster variation.

Nevertheless, some of the disadvantages of cluster sampling are the reliance of sample estimate precision

on the actual clusters chosen. If clusters chosen are biased in a certain way, inferences drawn about

population parameters from these sample estimates will be far off from being accurate.

e. Which sampling technique would you recommend? Why?

Answer: I recommend stratified sampling. This is because; a stratified sampling approach is most effective

when three conditions are met,

1. Variability within strata are minimized

2. Variability between strata are maximized

3. The variables upon which the population is stratified are strongly correlated with the desired

dependent variable.

Advantages over other sampling methods

1. Focuses on important subpopulations and ignores irrelevant ones.

2. Allows use of different sampling techniques for different subpopulations.

3. Improves the accuracy/efficiency of estimation.

4. Permits greater balancing of statistical power of tests of differences between strata by sampling

equal numbers from strata varying widely in size.


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Disadvantages

1. Requires selection of relevant stratification variables which can be difficult.

2. Is not useful when there are no homogeneous subgroups.

3. Can be expensive to implement.

Question 3: A major department store chain is having an end –of –season sale on refrigerators. The

number of refrigerators sold during this sale at a sample of 10 stores was:

A. Is there evidence that an average of more than 50 refrigerators per store were sold during this

sale?

Use alpha (α) = 0.05

Answer: In a statistical hypothesis test, there are two types of incorrect conclusions that can be drawn. The

hypothesis can be inappropriately rejected (this is called type 1 error), or one can inappropriately retain the

hypothesis (this is called type 2 error). The Greek letter α is used to denote the probability of type 1 error,

and the letter β is used to denote the probability of type 2 error.

This example is also based on type 1 error which is a false positive. We’ll reject the null hypothesis of sale of

50 refrigerators however it is true. Plainly speaking, it occurs when we are observing a difference when in

truth there is none, thus indicating a test of poor specificity as α = 0.05. In other words, it is a false

assumption however it is positive. A type I error can usually be interpreted as a false alarm or under-active

specificity.

B. What assumption is necessary to perform this test?

Answer: Here positive assumption is necessary to perform this test. So the error can be reduced to 1% at

least because at 1% stage the result will be more accurate. It is must that it should not be error type 1

because it is already rejected.


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Case Study

Questions 1: Should Nike switch a focus on celebrity to a focus on its products in its advertising?

Discuss the role of marketing research in helping Nike management take the decision. What kind of

research should be undertaken?

Answer: Of course Nike need to get involved with celebrities so the automatic advertisement like

athletes can take place. As Nike captured and focused the clips of athletes and their preferences, to use

Nike products will work same if they focus celebrities. Definitely, it will be helpful for Nike to produce

high demand products if they utilize celebrities as same as athletes. This is because people like to use

those products which are used by their favorite celebrity.

In this regard, Nike should use Decision Support System (DSS), so good decisions can take place in urge.

Nike may take a focus group survey, so the management can analyze what ratio of people either follow

athletes’ favorite products or celebrity.

For Nike, statistical design research will be more effective because it concerns with the question of how

many items are to be observed and how the information and data gathered are to be analyzed.

Question 2: How would you describe the buying behavior of consumers with respect to athlete

footwear?

Answer: It is my own experience and observation that many people like to wear same thing as their

favorite athlete star wears. Because some time ago, when I was seeing a cricket match in which Former

Indian Cricket Captain Rahul Dravid was wearing simple footwear which was of just two wings and feet

were completely open air, this feels really good in normal weather. In spring season such type of

footwear are used mostly but I never. After seeing that I tried those and still I am wearing them which

feel nice. So, we can say (without applying any hypothesis and creating any idea in mind) that a

consumer can buy most of products used by their favorite athletics.

Question 3: What is the management decision problem facing Nike as it attempt to retain its

leadership position?

Answer: Main thing is that in market competition, with which companies we are going to compete? Or

we can say that what the fundamental goals for current or next year are? Either we want to beat a

company or just want a good profit on a single product? If Nike wants to retain its position forever in

sales and market both then definitely management needs to make some such decision, which should be

apply on cost and profit. In terms of cost, we must include total cost of manufacturing on a single

product, payment to employees in industries, transportation; import of that all material which is not

available in that country where industry is placed. In terms of profit, we must exclude all of the cost-

efficient; apply proper needs of customers of that country or area like India, Indonesia etc. After that,


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Nike management can utilize decision support system for zero errors. Doing that all will help Nike

management to produce extraordinary results and they will be able to defeat other companies. Not

only that but also, Nike will be able to keep their marketing and sales position.

Question 4: Define the marketing research problem facing Nike, given the management decision

problem you have identified?

Answer: Marketing research is the function which links the customer, customer and public to the marketer

through Information used to identify and define marketing opportunities and problems; generate,

refine and evaluate marketing actions; monitor marketing performance; and improve understanding of

market as a process. So, Nike must follow a research methodology using a compatible research design

for instance statistical research design will be the best for their marketing research in which they will

collect the data, “how many consumers consume which product and how many times in a year, 6-

month or in a month. It will help to resolve all type of research problems of Nike and will bring excellent

results for product promotion and consumers’ needs. Otherwise, Nike will need to use specific

marketing research designs for specific area as so for India, Indonesia and China etc. It will be kept in

mind that before physical marketing research in that country, Nike must conduct a virtual research or a

survey type of research design to know somehow of the interests and needs of people regarding their

products.

Question 5: How can the Internet be used to help Nike in conducting marketing research and in

marketing its products?

Answer: If we say that Internet made us whole world as a global village where anyone can search and

find someone easily then it will not be wrong. Conducting different web based surveys and e-mail

surveys will help Nike to research about any specific area of the world for their marketing.

For Example: There are several free and paid services are available on internet, to do marketing

research. Such service providers keep many limitations for their free services while they offer paid

services with many facilities. This is also a way of marketing that they give you some most beneficial

part of paid service in free leaving a basic service like security on Internet. This thing will make you

fortified, to buy paid services. Well, it was not our focus. Here, I have to tell that many electronic

marketing websites give opportunity to sale products of company like Amazon, Ebay etc. Using such

type of services, Nike can explore their products around the world even in those countries in which Nike

is not available itself like Iraq and Afghanistan. Also, doing that all will tell that, “what is purchasing ratio

of people toward Nike”, so for it will tell that in which country Nike can deploy their marketing trends

for future excellence and position.


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Assignments- C

1. The respondent's perceptions that their identities will not be discerned by the interviewer or the researcher

a) Social desirability

b) Critical request

c) Perceived anonymity

d) Non response bias

2. Observation bias for mechanical observation

a) Low

b) High

c) Medium

d) Extremely high

3. Pretest-Posttest Control Group is which type of Experimental design

a) Pre-experimental

b) Quasi experimental

c) True experimental

d) Statistical

4. The process of correcting data to reduce them to the sample scale by subtracting the sample mean and dividing by the standard deviation

a) Generalization

b) Scale transformation

c) Standardization

d) Variable re - specification

5. Scale intervals can be used for


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a) Family lifestyle

b) Age

c) Occupation

d) Sampling

6. The process of recognizing and noting people

a) Direct observation method

b) Experimental method

c) Attitude research

d) Data gathering

7. Descriptive research is a type of

a) Exploratory Research

b) Attitude research

c) Conclusive research

d) Experimental research

8. What is meant by value of research information?

a) How valuable the data is for the client

b) cost benefit analysis of the data

c) Information collected from various sources

d) Total time collected in gathering information

9. The efficiency of OTC products is checked by

a) Retailers only

b) Consumers only

c) Manufacturers only

d) Distributors only

10. An extraneous variable involving changes in the measuring instrument or in the observers or scores themselves

a) Interactive testing effect

b) Instrumentation

c) Statistic

d) Sampling


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11. _____may be broadly classified as exploratory or conclusive

a) Job design

b) Longitudinal design

c) Cross-sectional design

d) Research design

12. The time which a respondent takes before answering the question

a) Response error

b) Response Latency

c) Verbal models

d) Voice pitch analysis

13. An extraneous variable attributable to the loss of test units while the experiment is in process

a) Interactive testing effect

b) Instrumentation

c) Statistic

d) Mortality

14. Which one of these is a Market Research Firm?

a) PWC

b) Ernst and Young

c) AC Nielsen

d) Voltas

15. A focus group technique using a telecommunication network

a) Telephonic group

b) Telephonic interview

c) Tele session group

d) Mortality

16. In Exploratory research design the methods are used

a) Expert surveys

b) pilot surveys

c) Qualitative research


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d) all of them

17. The research methodology which provides insights and understanding to the problem is

a) Causal research

b) Descriptive research

c) Exploratory research

d) all of them

18. When is the transcribing process of data preparation irrelevant?

a) CAPI

b) Mall panel

c) In home interview

d) all of them

19. A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point

a) Semantic differential scale

b) likert scale

c) Continuous rating scale

d) Staple scale

20. Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients

a) Customized services

b) Syndicated services

c) Field services

d) all of them

21. Which is a type of limited services?

a) Analytical services

b) Customized services

c) Standardized services

d) Internet services

22. Types of syndicated services

a) Purchase panel


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b) Tracking data

c) Audit services

d) all of them

23. The research design which is used to obtain the evidence of cause and effect relationship

a) Exploratory research

b) Descriptive

c) Cause and effect

d) Cross-sectional

24. What is list of all units/observations is known as?

a) Sampling frame

b) Sampling size

c) Parameter

d) Statistics

25. Promotion of cable TV affects the health of a child 1) strongly agrees 2) agree 3) disagree 4) strongly disagree 5) undecided is an example of:

a) Ordinal scale

b) Summated scale

c) Nominal scale

d) Arbitrary scale

26. Multiple choice questions for which usually only two responses are given such as: yes -no, male - female .

a) Open-ended questions

b) Multiple choice questions

c) Dichotomous questions

d) Unstructured questions

27. The summary description of a fixed characteristic or measure of a target population is known as:

a) Parameter

b) Precision

c) Statistic

d) Quota

28. Which of the following is a technique of exploratory research design?


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a) Focus group interviews

b) Simulation

c) Secondary data

d) Interrogation of respondents

29. Which of the following techniques is commonly used in social science research?

a) Deliberate sampling

b) Multistage sampling

c) Cluster sampling

d) Systematic sampling

30. Ranking of a team can de done with the help of :

a) Ratio scale

b) Interval scale

c) Ordinal scale

d) Nominal scale

31. What is the degree of freedom for F-test?

a) n-k-2

b) n

c) n-k

d) n-k-1

32. Which of the following is the source of secondary data?

a) Mail interviews

b) Focus groups

c) Delphi technique

d) Sales records

33. What is the another name for single cross-sectional designs?

a) Longitudinal designs

b) Sample survey design techniques

c) Projective techniques

d) Causal design


reference only

34. Questions to which the respondents can answer in their own words

a) Dichotomous questions

b) Unstructured questions

c) Structured questions

d) None of the above

35. Number of units to be included in the study is called

a) Sampling frame

b) Sampling

c) Sample size

d) Sampling unit

36. Technique used to motivate respondents to enlarge on, clarify or explain their answers

a) Interviewing

b) Sampling

c) Probing

d) Questioning

37. Non-metric data can be measured on

a) Interval

b) Nominal or ordinal scale

c) Ratio scale

d) None of the above

38. Which of the following represents the middle value when the data is arranged in the ascending or descending order?

a) Mode

b) Median

c) Mean

d) Average

39. Story - telling is an example of

a) Delphi technique

b) Observational methods

c) Depth interviews


reference only

d) Projective technique

40. "A Local radio station asks people to call in and express their reactions to some controversial issues "is an example of:

a) Judgment sample

b) Convenience sample

c) Quota sample

d) Probabilistic sample

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