The IIT Madras BS Market Research (Market Research) End Term paper sat on 13 Sept 2026, in the May 2026 term, set 1: 16 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.
A company that plans to get into making e2W has some technology that allows a new set of benefits such as improved suspension, fast charging, carry spare battery etc. The company wants to test whether these will resonate with the consumers. What kind of study is required for this?
Ad pretest
Concept test
Chanel satisfaction study
T test
Correct answer
Concept test
A company that plans to launch a new brand of snack bars wants to understand the consumer habits such as frequency of consuming snack bars, occasions when they are consumed, brand used, and attitude towards the brands etc. What kind of study is required for this?
Usage and Attitude study
Qualitative research
Product test
Laddering technique
Correct answer
Usage and Attitude study
Fill in the blanks here. In a (/n) ……, the respondents are not asked to indicate their names to protect their confidentiality and ensure that they face no repercussions or punishment from the company
Employee satisfaction study
Product test
Qualitative research
Ad pretest
Correct answer
Employee satisfaction study
When respondents are shown a capsule of ads, and then asked for which ads they remember seeing (without showing a list), what is the term for the first ad that they mention?
Brand standing
Top of mind ad recall
Ad persuasion
Brand attachment
Correct answer
Top of mind ad recall
Which of the following is the appropriate test for testing the difference between the means of multiple independent samples?
Chi-square
ANOVA
Kolmogorov Smirnov
Correlation
Correct answer
ANOVA
Of the following terms / measures, five are relevant in a quantitative brand health study. Please identify the five. Can mark only 5 options. Every right option will get 2 marks
Orthogonal array
Top of mind awareness
Blind testing
Brand used most often
Aided brand awareness
Clutter cut-through
Brands ever tried
Employee motivation
Brands used currently
Reliability testing
Correct answers
Top of mind awareness
Brand used most often
Aided brand awareness
Brands ever tried
Brands used currently
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 top of mind brand awareness?
Brand 1
Brand 2
Brand 3
Brand 5
Brand 8
Correct answer
Brand 3
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 1
0.25
0.35
0.72
1.08
0.90
Correct answer
0.25
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 3?
0.66
0.99
0.33
0.11
0.22
Correct answer
0.33
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 adoption ratio for Brand 5? (i.e. current to trial levels)
0.73
0.50
0.81
0.26
1.12
Correct answer
0.50
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 adoption ratio for Brand 6?
0.67
0.53
0.28
0.45
0.80
Correct answer
0.67
Answer the given subquestions.
Pl indicate true / false for the statement
Total awareness is the combination of unaided awareness and aided awareness
True
False
Correct answer
True
Answer the given subquestions.
Pl indicate true / false for the statement
Clutter cut-through is an important measure of an ad’s effectiveness
True
False
Correct answer
True
Answer the given subquestions.
Pl indicate true / false for the statement
Zone of Tolerance is a regular measure in advertising research
True
False
Correct answer
False
Answer the given subquestions.
Pl indicate true / false for the statement
Judgement sampling is a kind of probability sampling
True
False
Correct answer
False
Answer the given subquestions.
Pl indicate true / false for the statement
Mean is the value that comes most frequently in the dataset
True
False
Correct answer
False
