Market Research Quiz 1: 26 February 2023, Set QPE2 (January 2023 term)

For the following situation, what sampling method is optimal?
A company plans to do a house-to-house field survey to find the penetration of broadband connections. The required sample size is 300, spread across middle and upper income households

For the following situation, what sampling method is optimal?
A bank wants to do a customer satisfaction study over phone, with a sample size of 2000 customers.

For the following situation, what sampling method is optimal?
An FMCG firm wants to interview a sample of retailers to find out why its brand of soap is not doing well. The required sample size is 25, and the nature of probing will be in-depth.

For the following situation, what sampling method is optimal?
A baby products company plans to test out a new concept among mothers of one year old children. The targeted sample size is 30 and the probing will be qualitative in nature

For the following situation, what sampling method is optimal?
A company that makes printers plans to do a customer satisfaction survey amongst its customers, and wants a Pro Rata representation of the various segments. The targeted sample size is 200

Answer the given subquestions.

A manufacturer of readymade garments for men 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 collar size (L / M / S) and age (Young / Middle-aged / Elder) and customizes its designs accordingly. The company wants to do the study in only one city. The company wants have a robust sample size with no compromises. What should be the sample size?

Answer the given subquestions.

The same company now decides to do a satisfaction study among its own customers and decides that the key metric will be the mean satisfaction score (measured on a 5 point scale). The company wants to be 95% confident that the findings on the mean satisfaction score is plus or minus 10% accurate. What should be the sample size?

Answer the given subquestions.

If the company instead decides that the key metric is the percentage of satisfied customers, and wants the same level of accuracy (plus or minus 10% accurate) and confidence (95%), then what should be the sample size?

The family consists of Mr. R who is 73, his wife Mrs. A who is 69, his son MK who is 36 (all of whom live in the same house in Bangalore), his daughter P who lives in Aberdeen in Scotland, and his elder son RK who lives in Delhi.
Mr. R is a retired govt servant and runs the family on his pension, with some monetary support from his elder son. Mrs. A has always been a homemaker and continues to cook and keep house for the family. MK is setting up a business and has no settled earnings yet. RK works for a software firm and earns Rs. 3L per month, while P works in an university in Scotland and earns 40,000 UK pounds per year.
From the above example, answer the given subquestions.

Who is the Chief Wage Earner

The family consists of Mr. R who is 73, his wife Mrs. A who is 69, his son MK who is 36 (all of whom live in the same house in Bangalore), his daughter P who lives in Aberdeen in Scotland, and his elder son RK who lives in Delhi.
Mr. R is a retired govt servant and runs the family on his pension, with some monetary support from his elder son. Mrs. A has always been a homemaker and continues to cook and keep house for the family. MK is setting up a business and has no settled earnings yet. RK works for a software firm and earns Rs. 3L per month, while P works in an university in Scotland and earns 40,000 UK pounds per year.
From the above example, answer the given subquestions.

Who is the householder / housewife?

Please look at the grid below and identify the SEC under the given situations of the household

Please look at the grid below and identify the SEC under the given situations of the household
Based on the above data, answer the subquestions.

A family of three. All three are graduates. Father is a retired PSU officer-middle management, 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

Please look at the grid below and identify the SEC under the given situations of the household

Please look at the grid below and identify the SEC under the given situations of the household
Based on the above data, answer the subquestions.

A couple. Husband is a CA, works as a CFO in an MNC. The wife is also employed and takes care of the household expenses. She is a Principal in a city school. She is a doctorate.

Please look at the grid below and identify the SEC under the given situations of the household

Please look at the grid below and identify the SEC under the given situations of the household
Based on the above data, answer the subquestions.

A young couple with a 10 year old child. Husband is a graduate and runs his own computer spare parts 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.

Please look at the grid below and identify the SEC under the given situations of the household

Please look at the grid below and identify the SEC under the given situations of the household
Based on the above data, answer the subquestions.

A young couple with a child of 8 years old. Father is running a two-man interior design business (a college dropout). Mother is a post graduate who does part time work from home. Income of both are used to meet household running expenses – in the ratio of 75:25 between the husband and wife

Please look at the grid below and identify the SEC under the given situations of the household

Please look at the grid below and identify the SEC under the given situations of the household
Based on the above data, answer the subquestions.

A family of five. Husband is a driver in a private company. Wife works as a domestic help in a house. Three children who are studying. Both husband and wife have studied till 12th class in school. The husband takes care of managing the expenses for the whole family

Statement with respect to questionnaire design and scales.
Close ended questions give better results than open-ended questions only when the options provided are well thought through and comprehensive.

Statement with respect to questionnaire design and scales.
Open-ended questions rarely provide the required depth because the interviewer doesn’t probe well enough.

Statement with respect to questionnaire design and scales.
Prior experience in reading the results is one of the key criteria in choice of scale.

Statement with respect to questionnaire design and scales.
In the absence of other information, it is always safer to use a balanced scale than an unbalanced scale.

Statement with respect to questionnaire design and scales.
When we provide a mid-point in a scale, we are encouraging the respondent to choose it without due thought.

Statement with respect to questionnaire design and scales.
Scales should be designed in such a way that the distribution of responses over the scale follow a normal curve.

Statement with respect to questionnaire design and scales.
One way to ensure a good translation of a questionnaire is to write the questionnaire in the vernacular.

Statement with respect to questionnaire design and scales.
Awareness and behaviour questions are easier to design and answer than opinion questions.

Statement with respect to questionnaire design and scales.
The scale shown here is an unbalanced scale since it doesn’t have a mid-point – very dissatisfied, somewhat dissatisfied, somewhat satisfied, very satisfied.

Statement with respect to questionnaire design and scales.
It is better to ask a respondent “which brands have you heard of?” than to ask “which brands are salient in your mind”.

Statement with respect to qualitative research.
Group discussions are the preferred technique for laddering technique.

Statement with respect to qualitative research.
Depth interviews are the preferred technique for laddering technique because the individual nodal points can be identified.

Statement with respect to qualitative research.
A moderator is someone who speaks multiple languages.

Statement with respect to qualitative research.
Group discussions should be conducted in a room where there no audio recording or video recording.

Statement with respect to qualitative research.
Grouping of brands is a good way to identify the underlying dimensions which consumers use to choose brands in a category.

Statement with respect to qualitative research.
Projective techniques are very powerful but only when handled by a good moderator.

Statement with respect to qualitative research.
High involvement categories probably lend themselves better to qualitative research than low involvement categories.

Statement with respect to qualitative research.
The best way to moderate a group discussion is to choose one of the respondents as the moderator.

Statement with respect to qualitative research.
It is better to have articulate respondents who speak well rather than shy respondents who don’t speak much, for a qualitative study.

Statement with respect to qualitative research.
Qualitative research generally uses convenience sampling.

Statement with respect to qualitative research.
Estimating demand for a new product requires quantitative research.

Statement with respect to qualitative research.
Qualitative research does a better job of understand the image of a brand in consumers’ minds.

Statement with respect to qualitative research.
Packaging cues are better handled in quantitative research.

Statement with respect to qualitative research.
The best application of qualitative research is to understand the underlying thought process of consumers.

Statement with respect to qualitative research.
Depth interviews are the best technique for exploratory research.