The IIT Madras BS Market Research (Market Research) End Term paper sat on 31 Aug 2025, in the May 2025 term, set QDB3: 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.
A company that plans to get into pet grooming products wants to understand the emotional bond between the pet parent and the pet. What kind of study is required for this?
Qualitative research
Online quantitative research
In-person quantitative research
Demand estimation study
Correct answer
Qualitative research
A company that plans to get into pet grooming products wants to understand the grooming habits such as the proportion of pet parents who take the pet to a professional grooming salon, the proportion that does the grooming at home, the shampoo brand used etc. What kind of study is required for this?
Qualitative research
Quantitative 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
Blind product test
Sentence completion exercise
TAT exercise
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
Sequential monadic product testing
Sentence completion exercise
Conjoint analysis
Correct answer
Sequential monadic product testing
Which of the following is the appropriate test for testing the means of two independent samples?
T-test
Chi-square
Kolmogorov Smirnov
Correlation
Correct answer
T-test
Which brand has the lowest gap between unaided and total awareness?
Brand E
Brand J
Brand F
Brand A
Correct answer
Brand J
What is the trial to total awareness ratio for Brand A?
0.95
0.12
0.52
1.07
Correct answer
0.52
What is the trial to total awareness ration for Brand C?
0.68
0.20
1.53
0.81
Correct answer
0.20
What is the lapsing ratio for Brand E?
0.20
0.33
0.74
1.01
Correct answer
0.20
What is the lapsing ratio for Brand F?
0.55
0.71
0.33
1.18
Correct answer
0.33
Which brand has the highest lapsing ratio?
Brand E
Brand J
Brand F
Brand A
Correct answer
Brand J
Which brand has the lowest lapsing ratio?
Brand A
Brand B
Brand C
Brand D
Correct answer
Brand D
Please indicate true / false for the given statement.
AIR stands for Average Issue Readership
TRUE
FALSE
Correct answer
TRUE
Please indicate true / false for the given statement.
OTS stands for Opportunity To See
TRUE
FALSE
Correct answer
TRUE
Please indicate true / false for the given statement.
The golden rule for sample size as per Central Limit Theorem is that n should be atleast 30
TRUE
FALSE
Correct answer
TRUE
Please indicate true / false for the given statement.
Retail audits can be used to understand the profile of the end consumer of a brand
TRUE
FALSE
Correct answer
FALSE
Please indicate true / false for the given statement.
Consumer panels include a sample of retail outlets
TRUE
FALSE
Correct answer
FALSE
Of the following terms, five are relevant in a quantitative brand health study. Please identify the five.
Brand awareness
Laddering of benefits
Blind testing
Employee motivation
Brand disposition
Level of consumer involvement in the category
Clutter cut-through
Top of mind brand
Reliability testing
Brands used in the past
Correct answers
Brand awareness
Brand disposition
Level of consumer involvement in the category
Top of mind brand
Brands used in the past
