The IIT Madras BS Market Research (Market Research) End Term paper sat on 13 Sept 2026, in the May 2026 term, set S2: 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 herbal based haircare products wants to understand the emotional bond between a young lady and her hair care routine. What kind of study is required for this?
Online quantitative research
In-person quantitative research
Qualitative research
Demand estimation study
Correct answer
Qualitative research
A company that plans to get into e-com for building materials wants to understand the buying habits such as the percentage of customers who buy premium brands and the percentage who buy mid-priced brands etc. What kind of study is required for this?
Quantitative research
Qualitative research
Product test
Laddering technique
Correct answer
Quantitative research
Fill in the blanks here. In a ……, the respondents give the feedback about the product sample without knowing which brand it is
Laddering exercise
Sentence completion exercise
TAT exercise
Blind product test
Correct answer
Blind product test
When respondents are given first one sample, then another sample, and then asked for comparative feedback, it is known as
Laddering exercise
Sentence completion exercise
Sequential monadic product testing
Conjoint analysis
Correct answer
Sequential monadic product testing
Which of the following is the appropriate test for testing the difference between the means of two independent samples?
Chi-square
T-test
Kolmogorov Smirnov
Correlation
Correct answer
T-test
Of the following terms, five are relevant in a qualitative study on Consumer Decision Journey for skin care. Please identify the five. Can mark only 5 options. Every right option will get 2 marks
Percentage of awareness
Blind testing
Laddering of benefits
Mean score
Level of consumer involvement in the category
Clutter cut-through
Trusted influencers
Brand perception
Correlation
Probing questions
Correct answers
Laddering of benefits
Level of consumer involvement in the category
Trusted influencers
Brand perception
Probing questions
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 second highest top of mind awareness?
Brand A
Brand C
Brand F
Brand G
Brand J
Correct answer
Brand F
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 unaided awareness?
Brand A
Brand C
Brand F
Brand G
Brand J
Correct answer
Brand J
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?
0.12
0.33
0.51
1.09
0.76
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 trial to total awareness ration for Brand C?
0.20
0.54
0.68
0.79
0.92
Correct answer
0.20
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 F? i.e. current used to trial level
0.95
0.11
0.67
1.83
0.50
Correct answer
0.67
Answer the given subquestions.
Pl indicate true / false for the statement
AIR stands for Average Issue Readership
True
False
Correct answer
True
Answer the given subquestions.
Pl indicate true / false for the statement
Consumer panels include a sample of retail outlets
True
False
Correct answer
False
Answer the given subquestions.
Pl indicate true / false for the statement
The golden rule for sample size as per Central Limit Theorem is that n should be atleast 30
True
False
Correct answer
True
Answer the given subquestions.
Pl indicate true / false for the statement
OTS stands for Opportunity To See
True
False
Correct answer
True
Answer the given subquestions.
Pl indicate true / false for the statement
Retail audits can be used to understand the profile of the end consumer of a brand
True
False
Correct answer
False
