The IIT Madras BS Market Research (Market Research) Quiz 2 paper sat on 6 Aug 2023, in the May 2023 term: 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.
Feedback on commercial terms given to the retailer by the distributor
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 and answer the given subquestions.
Opinion about the work culture at the workplace
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 and answer the given subquestions.
Whether the product or service met the expectations for which it was bought
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 and answer the given subquestions.
Disposition towards 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 and answer the given subquestions.
Impact of the ad on brand disposition
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 and answer the given subquestions.
Feedback on frequency of salesperson visit
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 and answer the given subquestions.
Appeal of the creative execution
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 and answer the given subquestions.
Taste preference in 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 and answer the given subquestions.
Intention to try pre-price exposure
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 and answer the given subquestions.
Brands that can command a price premium
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.(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).
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).
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. Pl calculate the NPS
| Scale points | % |
|---|---|
| 0 | 3 |
| 1 | 8 |
| 2 | 0 |
| 3 | 0 |
| 4 | 1 |
| 5 | 2 |
| 6 | 18 |
| 7 | 25 |
| 8 | 23 |
| 9 | 9 |
| 10 | 11 |
Correct answer: -12
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 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.
Based on the above data, answer the given subquestions.
What % has got top two box in willingness to recommend?
30%
20%
10%
40%
Correct answer
30%
For a new product to be launched safely, the product needs to go through concept testing, product testing, and then a full-fledged demand estimation
TRUE
FALSE
Correct answer
TRUE
If an ad is enjoyable, it will automatically persuade consumers to buy the brand even if the message is weak
TRUE
FALSE
Correct answer
FALSE
We can measure the extent to which a campaign has succeeded in impacting the consumer disposition towards a brand
TRUE
FALSE
Correct answer
TRUE
A customer can be satisfied with the product experience, but may still shift to some other brand if the promise is attractive enough
TRUE
FALSE
Correct answer
TRUE
NPS is the mean score of the recommend question divided by the mean score of satisfaction question
TRUE
FALSE
Correct answer
FALSE
Unaided awareness is one of the key metrics that define how strong a brand is
TRUE
FALSE
Correct answer
TRUE
Blind product testing is not needed for challenger brands
TRUE
FALSE
Correct answer
FALSE
A well conducted product test can tell if the test product has enough consumer acceptance to do well if launched
TRUE
FALSE
Correct answer
TRUE
If a concept test is positive and then the following product test is negative, it means the product is not good enough to meet the promise of the concept
TRUE
FALSE
Correct answer
TRUE
Brand health metrics need face-to-face quantitative research and cannot be measured using online studies
TRUE
FALSE
Correct answer
FALSE
