The IIT Madras BS Market Research (Market Research) Quiz 2 paper sat on 24 Mar 2024, in the January 2024 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 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.
Based on the above data, answer the given subquestions.
Measuring how satisfied the retailer is with the service from the company
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
Chanel sat
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.
Based on the above data, answer the given subquestions.
Employees’ feedback on on the work environment in the office
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
Employee sat
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.
Based on the above data, answer the given subquestions.
Whether the service at the counter at the time of buying the product was good or not
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
Customer sat
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.
Based on the above data, answer the given subquestions.
Consumers’ opinion about the brand
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
Brand health
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.
Based on the above data, answer the given subquestions.
To what extent is the new ad likely to make people buy the brand?
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
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.
Based on the above data, answer the given subquestions.
Feedback on the number of days credit given to the retailer
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
Chanel sat
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.
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
Chanel sat
Correct answer
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.
Based on the above data, answer the given subquestions.
Preference between two soft drinks served in the blind form
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
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.
Based on the above data, answer the given subquestions.
How relevant is the product promise of a proposed new product?
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
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.
Based on the above data, answer the given subquestions.
Are consumers ready to pay a price premium for the brand?
Brand health
Customer sat
Ad pretesting
Product testing
Concept testing
Employee sat
Chanel sat
Correct answer
Brand health
Given below are the brand health results of two brands. Which brand is doing better? (Note, some degree of subjectivity will be required here. The subjectivity should be based on conceptual clarity about the importance of each variable.)
Brand A
Brand B
Correct answer
Brand A
Given below are the results of the intention to recommend question for a brand which has done a c sat study. Pl calculate the NPS.
| Scale points | % |
|---|---|
| 0 | 2 |
| 1 | 2 |
| 2 | 3 |
| 3 | 4 |
| 4 | 2 |
| 5 | 11 |
| 6 | 14 |
| 7 | 22 |
| 8 | 29 |
| 9 | 5 |
| 10 | 6 |
Correct answer: -27
Given below is the raw data from an employee sat study. Sample size is 10 employees.
| Respondent # | Responses for Overall satisfaction (scale 1 to 5) | Responses for Willingness to recommend (scale 0 to 10) | Responses for Intention to continue (scale 1 to 5) |
|---|---|---|---|
| 0-10 scale | 1-5 scale | ||
| 1 | 3 | 7 | 4 |
| 2 | 4 | 8 | 4 |
| 3 | 3 | 5 | 3 |
| 4 | 4 | 9 | 5 |
| 5 | 5 | 10 | 5 |
| 6 | 2 | 3 | 2 |
| 7 | 5 | 9 | 5 |
| 8 | 5 | 8 | 4 |
| 9 | 4 | 7 | 5 |
| 10 | 3 | 6 | 3 |
Based on the above data, answer the given subquestions.
What is the mean score on satisfaction?
Correct answer: 3.8
Given below is the raw data from an employee sat study. Sample size is 10 employees.
| Respondent # | Responses for Overall satisfaction (scale 1 to 5) | Responses for Willingness to recommend (scale 0 to 10) | Responses for Intention to continue (scale 1 to 5) |
|---|---|---|---|
| 0-10 scale | 1-5 scale | ||
| 1 | 3 | 7 | 4 |
| 2 | 4 | 8 | 4 |
| 3 | 3 | 5 | 3 |
| 4 | 4 | 9 | 5 |
| 5 | 5 | 10 | 5 |
| 6 | 2 | 3 | 2 |
| 7 | 5 | 9 | 5 |
| 8 | 5 | 8 | 4 |
| 9 | 4 | 7 | 5 |
| 10 | 3 | 6 | 3 |
Based on the above data, answer the given subquestions.
What % has got top two box in willingness to recommend?
Correct answer: 30
Please answer whether the statements are true or false in the given subquestions.
Unaided awareness and current use % are key metrics to understand how healthy a brand is
True
False
Correct answer
True
Please answer whether the statements are true or false in the given subquestions.
Quantitative research is more appropriate than qualitative research for measuring brand health metrics
True
False
Correct answer
True
Please answer whether the statements are true or false in the given subquestions.
Group Discussions are the appropriate method for product testing studies
True
False
Correct answer
False
Please answer whether the statements are true or false in the given subquestions.
NPS is a measure to indicate how satisfied the customer is
True
False
Correct answer
True
Please answer whether the statements are true or false in the given subquestions.
NPS and straightforward satisfaction scale tend to give opposite results
True
False
Correct answer
False
Please answer whether the statements are true or false in the given subquestions.
Blind testing is done to remove the bias induced by the brand perception
True
False
Correct answer
True
Please answer whether the statements are true or false in the given subquestions.
Satisfied customers will always be loyal when it comes to buying the brand the next time
True
False
Correct answer
False
Please answer whether the statements are true or false in the given subquestions.
Organizational culture is one of the key variables that affect the level of employee satisfaction
True
False
Correct answer
True
Please answer whether the statements are true or false in the given subquestions.
Total awareness % will always be higher than or atleast equal to unaided awareness %
True
False
Correct answer
True
Please answer whether the statements are true or false in the given subquestions.
Top of mind awareness % will always be higher than or atleast equal to unaided awareness %
True
False
Correct answer
False
