See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions. | Term serial # | Term | Definition serial # | Definition | |---|---|---|---| | 1 | Top of mind Awareness | 1 | The person within the household who is in charge of making decisions with respect to kitchen purchases | | 2 | Zone of Tolerance | 2 | The % of consumers who mention the brand as the first name without being shown a list of brand names | | 3 | NCCS | 3 | A group of people from one family living under the same roof and eating food prepared in the same kitchen | | 4 | Definition of household | 4 | The range where the performance is below optimal but not low enough for the customers to get very unhappy | | 5 | Housewife | 5 | A system to classify consumers or households without directly asking income but on measures that are related to purchasing power | Top of mind Awareness

(B) The % of consumers who mention the brand as the first name without being shown a list of brand names

(A) The person within the household who is in charge of making decisions with respect to kitchen purchases

(C) A group of people from one family living under the same roof and eating food prepared in the same kitchen

(D) The range where the performance is below optimal but not low enough for the customers to get very unhappy

(E) A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions. | Term serial # | Term | Definition serial # | Definition | |---|---|---|---| | 1 | Top of mind Awareness | 1 | The person within the household who is in charge of making decisions with respect to kitchen purchases | | 2 | Zone of Tolerance | 2 | The % of consumers who mention the brand as the first name without being shown a list of brand names | | 3 | NCCS | 3 | A group of people from one family living under the same roof and eating food prepared in the same kitchen | | 4 | Definition of household | 4 | The range where the performance is below optimal but not low enough for the customers to get very unhappy | | 5 | Housewife | 5 | A system to classify consumers or households without directly asking income but on measures that are related to purchasing power | Zone of Tolerance

(D) The range where the performance is below optimal but not low enough for the customers to get very unhappy

(A) The person within the household who is in charge of making decisions with respect to kitchen purchases

(B) The % of consumers who mention the brand as the first name without being shown a list of brand names

(C) A group of people from one family living under the same roof and eating food prepared in the same kitchen

(E) A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions. | Term serial # | Term | Definition serial # | Definition | |---|---|---|---| | 1 | Top of mind Awareness | 1 | The person within the household who is in charge of making decisions with respect to kitchen purchases | | 2 | Zone of Tolerance | 2 | The % of consumers who mention the brand as the first name without being shown a list of brand names | | 3 | NCCS | 3 | A group of people from one family living under the same roof and eating food prepared in the same kitchen | | 4 | Definition of household | 4 | The range where the performance is below optimal but not low enough for the customers to get very unhappy | | 5 | Housewife | 5 | A system to classify consumers or households without directly asking income but on measures that are related to purchasing power | NCCS

(E) A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

(A) The person within the household who is in charge of making decisions with respect to kitchen purchases

(B) The % of consumers who mention the brand as the first name without being shown a list of brand names

(C) A group of people from one family living under the same roof and eating food prepared in the same kitchen

(D) The range where the performance is below optimal but not low enough for the customers to get very unhappy

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions. | Term serial # | Term | Definition serial # | Definition | |---|---|---|---| | 1 | Top of mind Awareness | 1 | The person within the household who is in charge of making decisions with respect to kitchen purchases | | 2 | Zone of Tolerance | 2 | The % of consumers who mention the brand as the first name without being shown a list of brand names | | 3 | NCCS | 3 | A group of people from one family living under the same roof and eating food prepared in the same kitchen | | 4 | Definition of household | 4 | The range where the performance is below optimal but not low enough for the customers to get very unhappy | | 5 | Housewife | 5 | A system to classify consumers or households without directly asking income but on measures that are related to purchasing power | Definition of household

(C) A group of people from one family living under the same roof and eating food prepared in the same kitchen

(A) The person within the household who is in charge of making decisions with respect to kitchen purchases

(B) The % of consumers who mention the brand as the first name without being shown a list of brand names

(D) The range where the performance is below optimal but not low enough for the customers to get very unhappy

(E) A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions. | Term serial # | Term | Definition serial # | Definition | |---|---|---|---| | 1 | Top of mind Awareness | 1 | The person within the household who is in charge of making decisions with respect to kitchen purchases | | 2 | Zone of Tolerance | 2 | The % of consumers who mention the brand as the first name without being shown a list of brand names | | 3 | NCCS | 3 | A group of people from one family living under the same roof and eating food prepared in the same kitchen | | 4 | Definition of household | 4 | The range where the performance is below optimal but not low enough for the customers to get very unhappy | | 5 | Housewife | 5 | A system to classify consumers or households without directly asking income but on measures that are related to purchasing power | Housewife

(A) The person within the household who is in charge of making decisions with respect to kitchen purchases

(B) The % of consumers who mention the brand as the first name without being shown a list of brand names

(C) A group of people from one family living under the same roof and eating food prepared in the same kitchen

(D) The range where the performance is below optimal but not low enough for the customers to get very unhappy

(E) A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

January 2024 term · Market Research · BSMS3002

Market Research End Term: 28 April 2024, Set QDB3 (January 2024 term)

The IIT Madras BS Market Research (Market Research) End Term paper sat on 28 Apr 2024, in the January 2024 term, set QDB3: 20 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: 20
Marks: 50
Duration: 180 min
MCQ: 20

Take as mock test Practise with answers

Updated 25 Sept 2026

Official paper: IIT M DEGREE AN EXAM QDB3 28 Apr 2024 · No negative marking.

Question 1

+2 marksOne correct option

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions.

Term serial #	Term	Definition serial #	Definition
1	Top of mind Awareness	1	The person within the household who is in charge of making decisions with respect to kitchen purchases
2	Zone of Tolerance	2	The % of consumers who mention the brand as the first name without being shown a list of brand names
3	NCCS	3	A group of people from one family living under the same roof and eating food prepared in the same kitchen
4	Definition of household	4	The range where the performance is below optimal but not low enough for the customers to get very unhappy
5	Housewife	5	A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Top of mind Awareness

A
The person within the household who is in charge of making decisions with respect to kitchen purchases
B
The % of consumers who mention the brand as the first name without being shown a list of brand names
C
A group of people from one family living under the same roof and eating food prepared in the same kitchen
D
The range where the performance is below optimal but not low enough for the customers to get very unhappy
E
A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Show answer

Correct answer

B
The % of consumers who mention the brand as the first name without being shown a list of brand names

Question 1 on its own page

Question 2

+2 marksOne correct option

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions.

Term serial #	Term	Definition serial #	Definition
1	Top of mind Awareness	1	The person within the household who is in charge of making decisions with respect to kitchen purchases
2	Zone of Tolerance	2	The % of consumers who mention the brand as the first name without being shown a list of brand names
3	NCCS	3	A group of people from one family living under the same roof and eating food prepared in the same kitchen
4	Definition of household	4	The range where the performance is below optimal but not low enough for the customers to get very unhappy
5	Housewife	5	A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Zone of Tolerance

A
The person within the household who is in charge of making decisions with respect to kitchen purchases
B
The % of consumers who mention the brand as the first name without being shown a list of brand names
C
A group of people from one family living under the same roof and eating food prepared in the same kitchen
D
The range where the performance is below optimal but not low enough for the customers to get very unhappy
E
A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Show answer

Correct answer

D
The range where the performance is below optimal but not low enough for the customers to get very unhappy

Question 2 on its own page

Question 3

+2 marksOne correct option

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions.

Term serial #	Term	Definition serial #	Definition
1	Top of mind Awareness	1	The person within the household who is in charge of making decisions with respect to kitchen purchases
2	Zone of Tolerance	2	The % of consumers who mention the brand as the first name without being shown a list of brand names
3	NCCS	3	A group of people from one family living under the same roof and eating food prepared in the same kitchen
4	Definition of household	4	The range where the performance is below optimal but not low enough for the customers to get very unhappy
5	Housewife	5	A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

NCCS

A
The person within the household who is in charge of making decisions with respect to kitchen purchases
B
The % of consumers who mention the brand as the first name without being shown a list of brand names
C
A group of people from one family living under the same roof and eating food prepared in the same kitchen
D
The range where the performance is below optimal but not low enough for the customers to get very unhappy
E
A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Show answer

Correct answer

E
A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Question 3 on its own page

Question 4

+2 marksOne correct option

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions.

Term serial #	Term	Definition serial #	Definition
1	Top of mind Awareness	1	The person within the household who is in charge of making decisions with respect to kitchen purchases
2	Zone of Tolerance	2	The % of consumers who mention the brand as the first name without being shown a list of brand names
3	NCCS	3	A group of people from one family living under the same roof and eating food prepared in the same kitchen
4	Definition of household	4	The range where the performance is below optimal but not low enough for the customers to get very unhappy
5	Housewife	5	A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Definition of household

A
The person within the household who is in charge of making decisions with respect to kitchen purchases
B
The % of consumers who mention the brand as the first name without being shown a list of brand names
C
A group of people from one family living under the same roof and eating food prepared in the same kitchen
D
The range where the performance is below optimal but not low enough for the customers to get very unhappy
E
A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Show answer

Correct answer

C
A group of people from one family living under the same roof and eating food prepared in the same kitchen

Question 4 on its own page

Question 5

+2 marksOne correct option

See the list of terms and definitions / explanation below and match them correctly and answer the given subquestions.

Term serial #	Term	Definition serial #	Definition
1	Top of mind Awareness	1	The person within the household who is in charge of making decisions with respect to kitchen purchases
2	Zone of Tolerance	2	The % of consumers who mention the brand as the first name without being shown a list of brand names
3	NCCS	3	A group of people from one family living under the same roof and eating food prepared in the same kitchen
4	Definition of household	4	The range where the performance is below optimal but not low enough for the customers to get very unhappy
5	Housewife	5	A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Housewife

A
The person within the household who is in charge of making decisions with respect to kitchen purchases
B
The % of consumers who mention the brand as the first name without being shown a list of brand names
C
A group of people from one family living under the same roof and eating food prepared in the same kitchen
D
The range where the performance is below optimal but not low enough for the customers to get very unhappy
E
A system to classify consumers or households without directly asking income but on measures that are related to purchasing power

Show answer

Correct answer

A
The person within the household who is in charge of making decisions with respect to kitchen purchases

Question 5 on its own page

Question 6

+4 marksOne correct option

Please see the given situations and indicate which significance test is appropriate in the given subquestions.

Comparison of the mean income of a group of lower income ladies before and after they took up a vocational training program

A
T test for means, independent samples
B
T test for means, dependent samples
C
Z test for proportions
D
ANOVA
E
Chi square

Show answer

Correct answer

B
T test for means, dependent samples

Question 6 on its own page

Question 7

+4 marksOne correct option

Please see the given situations and indicate which significance test is appropriate in the given subquestions.

Comparison of the average satisfaction scores of 7 branches of a bank which lends money to conusmers

A
T test for means, independent samples
B
T test for means, dependent samples
C
Z test for proportions
D
ANOVA
E
Chi square

Show answer

Correct answer

D
ANOVA

Question 7 on its own page

Question 8

+4 marksOne correct option

Please see the given situations and indicate which significance test is appropriate in the given subquestions.

Comparison of the total brand awareness %age before and after an ad campaign on TV

A
T test for means, independent samples
B
T test for means, dependent samples
C
Z test for proportions
D
ANOVA
E
Chi square

Show answer

Correct answer

C
Z test for proportions

Question 8 on its own page

Question 9

+4 marksOne correct option

Please see the given situations and indicate which significance test is appropriate in the given subquestions.

Comparison of the average income of a group of software programmers and another group of data scientists

A
T test for means, independent samples
B
T test for means, dependent samples
C
Z test for proportions
D
ANOVA
E
Chi square

Show answer

Correct answer

A
T test for means, independent samples

Question 9 on its own page

Question 10

+4 marksOne correct option

Please see the given situations and indicate which significance test is appropriate in the given subquestions.

Understanding whether the spread of a randomly drawn sample over different cities is the same as the spread of the population over these cities in the population

A
T test for means, independent samples
B
T test for means, dependent samples
C
Z test for proportions
D
ANOVA
E
Chi square

Show answer

Correct answer

E
Chi square

Question 10 on its own page

Question 11

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

Share of different pack sizes in the total sales of the brand from a retailer dataset?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

D
Retail audit

Question 11 on its own page

Question 12

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The socio-economic profile of the consumers of a particular brand?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

A
Consumer panel

Question 12 on its own page

Question 13

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The share of supermarkets in the sale of a category?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

D
Retail audit

Question 13 on its own page

Question 14

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

Gain loss analysis in consumer share between brands over a period of six months?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

A
Consumer panel

Question 14 on its own page

Question 15

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The % of people who watched the brand’s ad on TV three or more times?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

C
TV Audience panel

Question 15 on its own page

Question 16

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The profile of readers of a particular daily newspaper?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

B
Indian Readership Study

Question 16 on its own page

Question 17

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The share of front page ads bought by a brand’s competitors?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

F
Press ad expenditure track

Question 17 on its own page

Question 18

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The percentage of the audience who listen to radio FM on a particular time slot on Saturdays?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

E
Radio Audience Panel

Question 18 on its own page

Question 19

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The total TRPs garnered by an ad campaign on TV?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

C
TV Audience panel

Question 19 on its own page

Question 20

+2 marksOne correct option

Which of the given syndicated studies gives the output mentioned in the subquestion.

The total spend on TV ads for each brand in a category?

A
Consumer panel
B
Indian Readership Study
C
TV Audience panel
D
Retail audit
E
Radio Audience Panel
F
Press ad expenditure track
G
TV ad expenditure track
H
Radio ad expenditure track
I
Prescription audit

Show answer

Correct answer

G
TV ad expenditure track

Question 20 on its own page