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January 2026 term · Market Research · BSMS3002

Market Research End Term: 10 May 2026 (January 2026 term)

The IIT Madras BS Market Research (Market Research) End Term paper sat on 10 May 2026, in the January 2026 term: 18 questions for 50 marks in 180 minutes. Every question is below with its answer. Take it as a timed mock test to be marked, or read it through first.

Questions
18
Marks
50
Duration
180 min
MCQ
13
MSQ
1
Numerical
4
Take as mock testPractise with answers

Updated

Official paper: Market Research 10 May 26 · No negative marking.

Question 1

+2 marksOne correct option

Select the right option in the given subquestions.

A company that plans to get into pet grooming products wants to understand the emotional bond between pet parent(s) and their pet. What kind of study is required for this?

  1. A

    Qualitative research

  2. B

    Online quantitative research

  3. C

    In-person quantitative research

  4. D

    Demand estimation study

Show answer

Correct answer

  • A

    Qualitative research

Question 1 on its own page

Question 2

+2 marksOne correct option

Select the right option in the given subquestions.

A company that plans to get into branded rice wants to understand the rice buying habits such as the proportion of consumers who buy from a supermarket and proportion who buy from kirana (local convenience store) shop, proportion who buys branded rice etc. What kind of study is required for this?

  1. A

    Qualitative research

  2. B

    Quantitative research

  3. C

    Product test

  4. D

    Laddering technique

Show answer

Correct answer

  • B

    Quantitative research

Question 2 on its own page

Question 3

+2 marksOne correct option

Select the right option in the given subquestions.

Fill in the blank here. In a ________, the respondents give the feedback about the brand by building a story around a picture or an image

  1. A

    Laddering exercise

  2. B

    Blind product test

  3. C

    Sentence completion exercise

  4. D

    TAT exercise

Show answer

Correct answer

  • D

    TAT exercise

Question 3 on its own page

Question 4

+2 marksOne correct option

Select the right option in the given subquestions.

When respondents are given first one sample, then another sample, and then asked for comparative feedback, it is known as

  1. A

    Laddering exercise

  2. B

    Sequential monadic product testing

  3. C

    Sentence completion exercise

  4. D

    Conjoint analysis

Show answer

Correct answer

  • B

    Sequential monadic product testing

Question 4 on its own page

Question 5

+2 marksOne correct option

Select the right option in the given subquestions.

Which of the following is the appropriate test for testing the means of two independent samples?

  1. A

    T-test

  2. B

    Chi-square

  3. C

    Kolmogorov Smirnov

  4. D

    Correlation

Show answer

Correct answer

  • A

    T-test

Question 5 on its own page

Question 6

+10 marksOne or more correct options

Of the following terms, five are relevant measures that come in a quantitative brand health study. Please identify the five. Can mark only 5 options

Select all that apply.

  1. A

    Top of mind awareness

  2. B

    Laddering of benefits

  3. C

    Blind testing methodology

  4. D

    Employee motivation causes

  5. E

    Ad recognition %age

  6. F

    Emotional involvement in the category

  7. G

    Clutter cut-through %

  8. H

    Unaided brand awareness

  9. I

    Reliability testing

  10. J

    Brands ever used by the customer

Show answer

Correct answers

  • A

    Top of mind awareness

  • E

    Ad recognition %age

  • G

    Clutter cut-through %

  • H

    Unaided brand awareness

  • J

    Brands ever used by the customer

Question 6 on its own page

Question 7

+5 marksNumerical answer

Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions

What is the lapsing ratio for Brand F? (Round it off to the one decimal)

Show answer

Correct answer: 0.3

Question 7 on its own page

Question 8

+5 marksOne correct option

Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions

Which brand has the highest lapsing ratio?

  1. A

    Brand A

  2. B

    Brand H

  3. C

    Brand I

  4. D

    Brand J

  5. E

    Brand F

Show answer

Correct answer

  • D

    Brand J

Question 8 on its own page

Question 9

+2 marksOne correct option

Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions

Which brand has the lowest lapsing ratio?

  1. A

    Brand A

  2. B

    Brand B

  3. C

    Brand C

  4. D

    Brand D

  5. E

    Brand E

Show answer

Correct answer

  • D

    Brand D

Question 9 on its own page

Question 10

+2 marksOne correct option

Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions

Which brand has the lowest gap between unaided and total awareness?

  1. A

    Brand D

  2. B

    Brand F

  3. C

    Brand G

  4. D

    Brand J

Show answer

Correct answer

  • D

    Brand J

Question 10 on its own page

Question 11

+2 marksNumerical answer

Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions

What is the trial to total awareness ratio for Brand A? (Round it off to the one decimal)

Show answer

Correct answer: 0.5

Question 11 on its own page

Question 12

+2 marksNumerical answer

Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions

What is the trial to total awareness ration for Brand C? (Round it off to the one decimal)

Show answer

Correct answer: 0.2

Question 12 on its own page

Question 13

+2 marksNumerical answer

Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions

What is the lapsing ratio for Brand E? (Round it off to the one decimal)

Show answer

Correct answer: 0.2

Question 13 on its own page

Question 14

+2 marksOne correct option

Please indicate true / false for given statements.

TOM stands for Top Of Mind awareness

  1. A

    True

  2. B

    False

Show answer

Correct answer

  • A

    True

Question 14 on its own page

Question 15

+2 marksOne correct option

Please indicate true / false for given statements.

OTS stands for Opportunity To See

  1. A

    True

  2. B

    False

Show answer

Correct answer

  • A

    True

Question 15 on its own page

Question 16

+2 marksOne correct option

Please indicate true / false for given statements.

The golden rule for sample size as per Central Limit Theorem is that n should be atleast 30

  1. A

    True

  2. B

    False

Show answer

Correct answer

  • A

    True

Question 16 on its own page

Question 17

+2 marksOne correct option

Please indicate true / false for given statements.

Retail audits can be used to understand the profile of the end consumer of a brand

  1. A

    True

  2. B

    False

Show answer

Correct answer

  • B

    False

Question 17 on its own page

Question 18

+2 marksOne correct option

Please indicate true / false for given statements.

Retail audit panels include a sample of retail outlets

  1. A

    True

  2. B

    False

Show answer

Correct answer

  • A

    True

Question 18 on its own page