The IIT Madras BS Market Research (Market Research) End Term paper sat on 31 Aug 2025, in the May 2025 term, set QIA1: 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 making bicycles has some technology that allows a new set of benefits such as improved suspension, “leg rest” mode etc. The company wants to test whether these will resonate with the consumers. What kind of study is required for this?
Concept test
Ad pretest
Chanel satisfaction study
T test
Correct answer
Concept test
A company that plans to launch a new brand of biscuits wants to understand the consumer habits such as frequency of consuming biscuits, occasions when biscuits are consumed, brand used etc. What kind of study is required for this?
Qualitative research
Usage and Attitude study
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
Product test
Employee satisfaction study
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), we are measuring
Brand standing
Unaided ad recall
Ad persuasion
Brand attachment
Correct answer
Unaided ad recall
Which of the following is the appropriate test for testing the means of multiple independent samples?
ANOVA
Chi-square
Kolmogorov Smirnov
Correlation
Correct answer
ANOVA
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?
Brand 8
Brand 4
Brand 3
Brand 2
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
1.37
1.14
0.96
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?
0.46
0.59
0.33
0.87
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 lapsing ratio for Brand 5?
0.79
0.89
1.45
0.50
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 lapsing ratio for Brand 6?
0.33
0.17
1.61
0.52
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.
Which brand has the highest lapsing ratio?
Brand 8
Brand 4
Brand 3
Brand 2
Correct answer
Brand 2
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?
Brand 8
Brand 4
Brand 3
Brand 2
Correct answer
Brand 3
Please indicate true / false for the given statement.
Unaided awareness of a brand is always equal to or higher than the top of mind awareness
TRUE
FALSE
Correct answer
TRUE
Please indicate true / false for the given statement.
Clutter cut-through is an important measure of an ad’s effectiveness
TRUE
FALSE
Correct answer
TRUE
Please indicate true / false for the given statement.
Zone of Tolerance is a regular measure in advertising research
TRUE
FALSE
Correct answer
FALSE
Please indicate true / false for the given statement.
Convenience sampling is a kind of probability sampling
TRUE
FALSE
Correct answer
FALSE
Please indicate true / false for the given statement.
Median is the value that comes most frequently in the dataset
TRUE
FALSE
Correct answer
FALSE
Of the following terms, five are relevant in a quantitative brand health study. Please identify the five. (Can mark only 5 options)
Orthogonal array
Trial percentage
Blind testing
Unaided brand awareness
Brand disposition
Association with attributes and benefits
Clutter cut-through
Employee motivation
Most often used brand
Reliability testing
Correct answers
Trial percentage
Unaided brand awareness
Brand disposition
Association with attributes and benefits
Most often used brand
