Market Research Quiz 1: 19 July 2026 (May 2026 term)

For the following situation, what sampling method is optimal? A company plans to do a house-to-house field survey to find usage level of branded basmati rice. The required sample size is 600, spread across upper middle class households

For the following situation, what sampling method is optimal? An insurance firm wants to conduct a small sample study to understand the attitude of families towards health insurance as a product. The required sample size is 20, and the nature of probing will be in-depth.

For the following situation, what sampling method is optimal? A hospital chain wants to find out how satisfied the discharged patients are and if they will recommend the hospital to others. The hospital wants a sample size of 300 discharged patients selected in such a way as to ensure proportionate representation to those who underwent surgery, were in the ICU, etc.

For the following situation, what sampling method is optimal? A retailer wants to do a study over phone among those who have bought bread but not bought cheese from the store. They have a list of all such customers with their name and phone number. The required sample size is 300 customers

For the following situation, what sampling method is optimal? A skin care company plans to test out a new serum concept meant for controlling acne among young men. The targeted sample size is 30 and the probing will be qualitative in nature

A manufacturer of mobile phones wants to do a sample survey about the brand standing of its brand. It plans to do a house-to-house multistage cluster sampling survey. The company classifies its customers based on gender (men / women) and age (Young / Early middle age / Late middle age / Elder) and customizes its designs accordingly. The company wants to do the study in two cities. The company wants to have a robust sample size in EACH city with no compromises. What should be the sample size totally, for the two cities put together? NOTE: Please round off the answer to NO DECIMALS and choose the appropriate option here

An insurance firm decides to do a customer satisfaction study and decides that the key metric will be the mean score of satisfaction measured on a 5 point scale (from very poor to very good). The company wants to be 95% confident that the findings on the mean score on the 5 point scale is plus or minus 10% accurate. What should be the sample size? NOTE: Please round off the answer to NO DECIMALS and choose the appropriate option here

The same insurance firm decides to do a customer satisfaction study and decides that the key metric will be the percentage of customers who give 4 or 5 on the 5-point scale, and wants the same level of accuracy (plus or minus 10% accurate) and confidence (95%), then what should be the sample size?. NOTE: Please round off the answer to NO DECIMALS and choose the appropriate option here

A family consists of Mr. Chandrashekhar who is 54, his wife Mrs. Amala who is 49, and his daughter Rama Priya who is 25 (all of whom live in the same house in Bangalore). Mr. Chandrashekhar is a professionally qualified librarian who has recently retired from the college where he was running the library. Mrs. Amala was a school teacher and has also recently retired from the school. Their daughter, Ms.  Rama Priya is a software exec and works from home; she saves her income and doesn’t venture into the kitchen at all. Mr Chandrashekhar runs the household using his income from land etc., and Mrs. Amala does the cooking Based on the above data, answer the given subquestions.

Who is the Chief Wage Earner..?

A family consists of Mr. Chandrashekhar who is 54, his wife Mrs. Amala who is 49, and his daughter Rama Priya who is 25 (all of whom live in the same house in Bangalore). Mr. Chandrashekhar is a professionally qualified librarian who has recently retired from the college where he was running the library. Mrs. Amala was a school teacher and has also recently retired from the school. Their daughter, Ms.  Rama Priya is a software exec and works from home; she saves her income and doesn’t venture into the kitchen at all. Mr Chandrashekhar runs the household using his income from land etc., and Mrs. Amala does the cooking Based on the above data, answer the given subquestions.

Who is the householder..?

Based on the above data, answer the given subquestions.

A family of three. All three are graduates. Father is a senior state govt officer who is in the senior ranks and who is close to retirement age, mother a homemaker, son working in a software firm in junior management role. The father’s pension is used for running the household, but the son is the highest earning member in the household

Based on the above data, answer the given subquestions.

A couple. Husband is a Company Secretary, works as the VP Compliance and Legal  in an FMCG firm. The wife is also employed and takes care of the household expenses. She is a Principal in a city school. She is a doctorate with a PhD in literature

Based on the above data, answer the given subquestions.

A middle-aged couple with a 22 year daughter who is about to start working in the software industry. Husband is a graduate in Visual Communications and runs his own advertising agency business with three employees. Wife is also a graduate and works part-time in the husband’s firm. The husband’s salary is used for meeting monthly household expenses

Based on the above data, answer the given subquestions.

A young couple with a child of 8 years old. Father is a college dropout who runs a garment retail shop with two assistants. Mother is a post graduate in Physics who is the HOD of the Physics department in a nearby city college. Income of both are used to meet household running expenses – in the ratio of 25:75 between the father and the mother

Based on the above data, answer the given subquestions.

A family of five. The husband works as the driver of a political leader and the wife is the cook in the same leader’s house. No children. The husband has studied till 11th class in school and the wife is literate has no formal schooling. The husband takes care of managing the expenses for the whole family

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

In general, close ended questions are easier to analyse than open-ended questions are

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

For open-ended questions to work well, the interviewer and the probing have to be good

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

When deciding which scale to use in a questionnaire, it is better to continue using the same scale with which the researcher has prior experience

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

An unbalanced scale always gives better data than a balanced scale

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

Scales with mid-points always give biased data

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

Any scale question is useful for calculating metrics such as mean score and %ages

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

Good translation is very important for getting a questionnaire right

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

The flow is one of the first and most important steps in writing a questionnaire

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

The scale shown here is an unbalanced scale since the term “above average” is actually more positive than negative – very poor, somewhat poor, above average, somewhat good, very good

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

Using the correct technical marketing term is always required for a questionnaire to be easily understood by the respondent

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

In the hands of a skilled moderator, projective techniques are very powerful

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

If we use laddering in DIs, we can identify the most common nodal points in the ladder and build a strategy around that

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

A wide range of knowledge of people’s cultures and behavior is useful for a researcher

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

We should always record any discussion only after informing the respondents and taking prior permission from them

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Qualitative researchers use brand grouping exercises to help identify the dimensions driving brand choice

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

The laddering technique always works better in GDs than in individual depth interviews

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Quantitative research is more useful than qualitative research to understand consumer motivations

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

A group discussion should always have less than 4 respondents

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Trained respondents make it easier to get high quality data

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Qualitative research generally uses probability sampling

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

When moderated skilfully, GDs can be used for demand estimation

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Unaided awareness% age can be measured better in qualitative research than in quantitative research

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Any kind of measurement necessarily requires qualitative research

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Qualitative research is more useful than quantitative for understanding the consumers’ thought processes

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.

Understanding brand buying %ages requires probability sampling

A family consists of Mr. Chandrashekhar who is 54, his wife Mrs. Amala who is 49, and his daughter Rama Priya who is 25 (all of whom live in the same house in Bangalore). Mr. Chandrashekhar is a professionally qualified librarian who has recently retired from the college where he was running the library. Mrs. Amala was a school teacher and has also recently retired from the school. Their daughter, Ms.  Rama Priya is a software exec and works from home; she saves her income and doesn’t venture into the kitchen at all. Mr Chandrashekhar runs the household using his income from land etc., and Mrs. Amala does the cooking Based on the above data, answer the given subquestions.

Based on the above data, answer the given subquestions.

For the given subquestions with respect to questionnaire design and scales. Please indicate true / false for each statement.

For the given subquestions with respect to qualitative research. Please indicate true / false for each statement.