Question 17
Laddering works better when used in depth interviews than in group discussions
True
False
Question 17: Laddering works better when used in depth interviews tha…
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Correct answer
True
Question 17 of 31 in the IIT Madras BS Market Research (Market Research) Quiz 1 paper sat on 15 Mar 2026, in the January 2026 term (Market Research 15 Mar 26). It carries 1 mark.
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- A typical Group discussion has between 7 and 9 respondents
- A dyad is a discussion format with two respondents
- The sample size required for a study is larger when the heterogeneity in the population is lower
- Close ended questions are easier to analyze than open-ended questions
- The flow of questions does not matter when writing a questionnaire
- Local language translations are important for a questionnaire to work well
- Generally, though not always, the sample size for B2B studies is smaller than for consumer studies
- Projective techniques are a powerful way to understand the underlying motivations for consumer behaviour
- Brand grouping exercise in quali research can help to understand the dimensions that consumers use to decide brand choi…
- Qualitative research generally uses non-probability sampling
- Market sizing should be done only by quali research
- Quanti research is the preferred choice when we need to estimate the % age who are aware of a brand
- Probability sampling techniques are preferable to non-probability sampling for quantitative research
- In general, a good understanding of brand management concepts is useful for a market researcher
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