The IIT Madras BS Market Research (Market Research) Quiz 2 paper sat on 2 Apr 2023, in the January 2023 term, set QPE2: 25 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 below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Satisfaction with salesperson’s frequency of visit
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answer
Chanel satisfaction
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Intention to continue in the organization
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answer
Employee satisfaction
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Willingness to recommend to friends and associates
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answers
Brand health
Customer satisfaction
Employee satisfaction
Chanel satisfaction
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Top of mind brand awareness
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answers
Brand health
Ad pretesting
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Ad recognition
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answers
Brand health
Ad pretesting
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
NPS
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answers
Brand health
Customer satisfaction
Employee satisfaction
Chanel satisfaction
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Perceived differentiation
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answers
Ad pretesting
Concept testing
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Taste preference in blind form
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answer
Product testing
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Relevance of promise
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answers
Ad pretesting
Concept testing
Given below are a series of measures. Please classify them into the study type that they are likely to come into. Some of the measures can come in more than one kind of study, so multiple responses are ok and answer the given subquestions.
Rejected brands
Brand health
Customer satisfaction
Ad pretesting
Product testing
Concept testing
Employee satisfaction
Chanel satisfaction
Correct answer
Brand health
Given below are the brand health results of two brands. (Note, some degree of subjectivity will be required here. The subjectivity should be based on conceptual clarity about the importance of each variable. You can also mention your reason for your choice in subquestions).
Given below are the brand health results of two brands. (Note, some degree of subjectivity will be required here. The subjectivity should be based on conceptual clarity about the importance of each variable. You can also mention your reason for your choice in subquestions).
Based on the above data, answer the given subquestions.
Which brand is doing better?
Brand A
Brand B
Correct answer
Brand A
Given below are the brand health results of two brands. (Note, some degree of subjectivity will be required here. The subjectivity should be based on conceptual clarity about the importance of each variable. You can also mention your reason for your choice in subquestions).
Given below are the brand health results of two brands. (Note, some degree of subjectivity will be required here. The subjectivity should be based on conceptual clarity about the importance of each variable. You can also mention your reason for your choice in subquestions).
Based on the above data, answer the given subquestions.
Identify the correct reason(s) for the brand that is doing better.
Unaided awareness is higher for A
Current use is higher for A
Total awareness is higher for B
Lapsing ratio is higher for A
Correct answers
Unaided awareness is higher for A
Current use is higher for A
Given below are the results of the intention to recommend question for a brand which has done a “c sat” study. Calculate the NPS
Given below are the results of the intention to recommend question for a brand which has done a “c sat” study. Calculate the NPS
Correct answer: -12
Given below is the raw data from an employee sat study. Sample size is 10 employees.
Given below is the raw data from an employee sat study. Sample size is 10 employees.
Based on the above data, answer the given subquestions.
What % of employees has got top box in ALL three questions?
8%
10%
12%
15%
25%
Correct answer
10%
Given below is the raw data from an employee sat study. Sample size is 10 employees.
Given below is the raw data from an employee sat study. Sample size is 10 employees.
Based on the above data, answer the given subquestions.
What % has got bottom two boxes in satisfaction OR intention to continue?
15%
25%
10%
12%
33%
Correct answer
10%
In an ideal world, a new product will go through first concept testing and then product testing before getting into the next stage
TRUE
FALSE
Correct answer
TRUE
If an ad fails to cut through the clutter but does well on forced exposure, it can still be launched since media expenditure can ensure cut-through
TRUE
FALSE
Correct answer
FALSE
Ads can persuade in the short-term by changing the disposition of the consumer towards the brand
TRUE
FALSE
Correct answer
TRUE
A satisfied customer is likely to recommend the brand to his friends and associates
TRUE
FALSE
Correct answer
TRUE
NPS is a measure that is customized to Indian audiences
TRUE
FALSE
Correct answer
FALSE
A brand that does well on key metrics makes the marketer’s job easier
TRUE
FALSE
Correct answer
TRUE
Blind product testing is one way to ensure that the respondent answers seriously without giving false responses
TRUE
FALSE
Correct answer
FALSE
A concept test done with a robust sample size helps to determine if the idea has a profitable market demand
TRUE
FALSE
Correct answer
TRUE
If a concept test is positive and then the following product test is negative, it means the idea will not work
TRUE
FALSE
Correct answer
FALSE
Brand health metrics can be measured better using group discussions
TRUE
FALSE
Correct answer
FALSE
