The IIT Madras BS Market Research (Market Research) Quiz 2 paper sat on 16 Aug 2026, in the May 2026 term: 24 questions for 50 marks in 120 minutes. Every question is below with its answer. Take it as a timed mock test to be marked, or read it through first.
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Checking whether the proposed new TV commercial is likely to persuade the target audience
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Ad pretesting
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Understanding how likely the channel partner is to push the brand
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Channel sat
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Understanding whether the distributors will be ready to stock a new product from the company
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Channel sat
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Finding out what are the complaints from the customers about the service quality
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Customer sat
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Finding out whether the proposed new e-com service is likely to succeed in the market
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Concept testing
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Finding out how motivated the employees are working in the organization
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Employee sat
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
How interesting is the creative route of the proposed new ad?
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Ad pretesting
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
How well differentiated is the benefit promise of a proposed new offering?
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Concept testing
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Finding out how much children like the taste of the new biscuit before launching it in the market
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Product testing
Given scenarios are followed by a series of measures. Please identify the study type that they are highly suitable to come into.
Based on the above data, answer the given subquestions.
Finding out which brands enjoy good consumer purchase intention
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Channel sat
Correct answer
Brand health
Given below are the customer satisfaction study results of two banks. Which bank is likely to have better customer retention?
Bank A
Bank B
Correct answer
Bank A
Based on the above data, answer the given subquestions.
What is the mean score of the customer happiness index across the 10 customers? (round off the answer to one decimal)
Correct answer: 7.5
Based on the above data, answer the given subquestions.
What is the NPS for the sample of 10 customers?
Correct answer: 0
Based on the above data, answer the given subquestions.
What is mean score of the recommendation question? (round off the answer to one decimal)
Correct answer: 7.6
Please answer the subquestions whether the given statements are true or false
The unaided awareness set for a customer is often similar to his / her brand consideration set
False
True
Correct answer
True
Please answer the subquestions whether the given statements are true or false
Level of consumer involvement pertains to the category as a whole and not to specific brands
False
True
Correct answer
True
Please answer the subquestions whether the given statements are true or false
A low unaided awareness % age always leads to high purchase levels
False
True
Correct answer
False
Please answer the subquestions whether the given statements are true or false
We would generally expect a high degree of correlation between NPS and the intention to continue with the brand
False
True
Correct answer
True
Please answer the subquestions whether the given statements are true or false
Pretesting a finished ad is a way to ensure that media money is not wasted on an ineffective ad
False
True
Correct answer
True
Please answer the subquestions whether the given statements are true or false
When testing a product, doing a blind test helps to ensure that brand name does not influence the respondent’s feedback
False
True
Correct answer
True
Please answer the subquestions whether the given statements are true or false
The commercial terms such as credit period are an important part of channel satisfaction questionnaires
False
True
Correct answer
True
Please answer the subquestions whether the given statements are true or false
Ad pretesting studies never include questions on persuasion
False
True
Correct answer
False
Please answer the subquestions whether the given statements are true or false
When employees are willing to refer their friends to the same company, it is a good sign of high employee satisfaction
False
True
Correct answer
True
Please answer the subquestions whether the given statements are true or false
Total brand awareness is always lower than the sum of top of mind and unaided brand awareness
False
True
Correct answer
False
