Page | 2

Amity Campus Uttar Pradesh India 201303

ASSIGNMENTS PROGRAM: MFC

SEMESTER-II

Subject Name: MARKETING RESEARCH & REPORT PREPARATION

Study COUNTRY: SOMALIA

Roll Number (Reg. No.): MFC001512014-2016091

Student Name: MOHAMED ABDULLAHI KHALAF

INSTRUCTIONS

a) Students are required to submit all three assignment sets.

ASSIGNMENT DETAILS MARKS

Assignment A Five Subjective Questions 10

Assignment B Three Subjective Questions + Case Study 10

Assignment C Objective or one line Questions 10

b) Total weight-age given to these assignments is 30%. OR 30 Marks c) All assignments are to be completed as typed in word/pdf. d) All questions are required to be attempted. e) All the three assignments are to be completed by due dates and need to be submitted for evaluation by Amity University. f) The students have to attach a scanned signature in the form.

Signature : _________________________

Date: 06, June, 2015

( ) Tick mark in front of the assignments submitted

Assignment A Assignment B Assignment C

Page | 3

MARKETING RESEARCH & REPORT PREPARATION

ASSIGNMENT-1

Q: 1). Explain in details the process of marketing research.

Answer

'Market' research is simply research into a specific market. It is a very narrow concept.

'Marketing' research is much broader. It not only includes 'market' research, but also areas

such as research into new products, or modes of distribution such as via the Internet. Here

are a couple of definitions:

"Marketing research is the function that links the consumer, customer, and public to the

marketer through information - information used to identify and define marketing

opportunities and problems; generate, refine, and evaluate marketing actions; monitor

marketing performance; and improve understanding of marketing as a process. Marketing

research specifies the information required to address these issues, designs the methods for

collecting information, manages and implements the data collection process, analyzes, and

communicates the findings and their implications."

Most marketing research involves obtaining information from marketplace directly or

indirectly and therefore the common ground is in the realm of method and technique.

The scientific marketing research process can therefore be defined in five stages; problem or

opportunity identification, exploratory research, hypothesis development, conclusive

research and results.

Many researchers also breakdown this process into further components such as the

following six stages.

Stage1. Problem Identification

The very first step in any marketing research project is identification of problem. Before

conducting any market research we should identify the purpose of study, background

information, required information and its need. This stage involves discussion with decision

makers, discussion with industry experts, analysis of past data, and qualitative research.

Page | 4

Stage2. Approach to the Problem

It means formulation of objective or theoretical framework, analytical models, research

questions, and hypothesis and identifying the information needed. This process is guided by

discussion, data analysis and qualitative research.

Stage3. Research Design

It is a framework for conducting the marketing research project. It details the procedures

necessary for obtaining the required information, and its purpose is to design a study that

will test the hypotheses of interest, determine possible answers to the research questions,

and provide the information needed for decision making. Conducting exploratory research,

precisely defining the variables, and designing appropriate scales to measure them are also a

part of the research design. The issue of how the data should be obtained from the

respondents (for example, by conducting a survey or an experiment) must be addressed. It is

also necessary to design a questionnaire and a sampling plan to select respondents for the

study.

More formally, formulating the research design involves the following steps:

Secondary data analysis

Qualitative research

Methods of collecting quantitative data (survey, observation, and experimentation)

Definition of the information needed

Measurement and scaling procedures

Questionnaire design

Sampling process and sample size

Plan of data analysis

Stage 4: Field Work or Data Collection

Data collection involves a field force or staff that operates either in the field, as in the case of

personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing),

from an office by telephone (telephone or computer-assisted telephone interviewing), or

through mail (traditional mail and mail panel surveys with pre recruited households). Proper

selection, training, supervision, and evaluation of the field force help minimize data-

collection errors.

Page | 5

Stage 5: Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data. Each

questionnaire or observation form is inspected, or edited, and, if necessary, corrected.

Number or letter codes are assigned to represent each response to each question in the

questionnaire. The data from the questionnaires are transcribed or key-punched on to

magnetic tape, or disks or input directly into the computer. Verification ensures that the data

from the original questionnaires have been accurately transcribed, while data analysis, guided

by the plan of data analysis, gives meaning to the data that have been collected. Uni-variate

techniques are used for analyzing data when there is a single measurement of each element

or unit in the sample, or, if there are several measurements of each element, each RCH

variable is analyzed in isolation. On the other hand, multivariate techniques are used for

analyzing data when there are two or more measurements on each element and the variables

are analyzed simultaneously.

Stage 6: Report Preparation and Presentation

The entire project should be documented in a written report which addresses the specific

research questions identified, describes the approach, the research design, data collection,

and data analysis procedures adopted, and present the results and the major findings. The

findings should be presented in a comprehensible format so that they can be readily used in

the decision making process. In addition, an oral presentation should be made to

management using tables, figures, and graphs to enhance clarity and impact.

Q: 2). Compare and contrast the exploratory, descriptive, and causal research

designs.

Answer:

The design is a set of instructions to the researcher to gather and analyze data in certain ways

that will control who and what are to be studied. The research design serves as a master plan

of the methods and procedures that should be used to collect and analyze the data needed by

the decision maker.

A research design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the information needed to

structure or solve marketing research problems. there are three mainly used research designs:

exploratory, descriptive, causal..

Page | 6

The objective of exploratory design is to discover ideas and insights; of descriptive design is

to describe market characteristics; of causal design is to determine cause and effect or

functions.

The characteristics of exploratory design include flexibility, versatility and that it is often

used as the front end of total research design. The characteristics of descriptive design

include its preplanned and structured design and that it is marked by the prior formulation

of specific hypothesis. The characteristics of causal design include the fact that mediating

variables must be controlled for and that one or more independent variables are

manipulated.

Methods using exploratory design include expert surveys, pilot surveys, secondary data

(which is analyzed qualitatively) and qualitative research. Methods using descriptive design

include secondary data (which is analyzed quantitatively), surveys, panels and observational

and other data. Methods using causal design include experiments.

The following is the differences and similarities between research designs:

Exploratory Descriptive Causal

Objective: Discovery of ideas and insights

Describe market characteristics or functions

Determine cause and effect relationships

Characteristics: Flexible, versatile Often the front end of total research design

Marked by the prior formulation of specific hypotheses Preplanned and structured design

Manipulation of one or more independent variables Control of other mediating variables

Methods:

Expert surveys Pilot surveys Secondary data Qualitative research

Secondary data Surveys Panels Observation and other data

Experiments

Q: 3). What are the advantages of using projective techniques in comparison

to focus groups and in-depth interviews?

Answer:

Projective techniques constitute a "family" of qualitative data collection methods where

subjects are asked to project themselves into specified buying situations, then asked

questions about the situations. The underlying objective is to learn more about the subjects

Page | 7

in situations where they might not reveal their true thoughts under a direct questioning

process. These techniques were initially developed in the motivational area of social

psychology and clinical psychology and include word association tests, sentence completion

tests, picture tests, cartoon or balloon tests, and role-playing activities.

Projective techniques have a major advantage over focus groups and depth interviews that

they may elicit responses that subjects would be unwilling or unable to give if they knew the

purpose of the study. At times, in direct questioning, the respondent may intentionally or

unintentionally misunderstand, misinterpret or mislead the research. In these cases,

projective techniques can increase the validity of responses by disguising the purpose. This is

particularly true when the issues to be addressed are personal, sensitive or subject to strong

social norms.

Q: 4). Write a brief note on survey methods.

Answer:

The Survey method is the technique of gathering data by asking questions to people who are

thought to have desired information. A formal list of questionnaire is prepared. Generally a

non disguised approach is used. The respondents are asked questions on their demographic

interest opinion.

Surveys can be useful when a researcher wants to collect data on phenomena that cannot be

directly observed (such as opinions on library services). Surveys are used extensively in

library and information science to assess attitudes and characteristics of a wide range of

subjects, from the quality of user-system interfaces to library user reading habits.

Survey methods tend to be the mainstay of marketing research in general. They tend to

involve a structured questionnaire given to respondents and designed to elicit specific

information. Respondents are asked variety of questions regarding their feelings,

motivations, behaiviour, attitudes, intentions, emotions, demographics and such other

variables. The questions are asked via direct face to face contact, post, telephone or internet.

The responses are recorded in a structured, precise manner.

The survey method is popular for various reasons. One of the major reasons is that data

collected in a function of correctly designing and administrating the survey instrument (i.e.

questionnaire). This means unlike exploratory design based techniques survey methods rely

less on communication, moderation and interpretation for precisely answering who, what,

how and when questions relating to the marketplace. Furthermore, survey methods have

Page | 8

ability to accommodate large sample size and therefore increase generalizability of results. In

case of survey methods researcher can easily distinguish small difference. Furthermore,

researcher can easily adopt robust advance statistical methods on collected data for gaining

results. Such advantages make survey methods quite popular.

While survey methods provide several advantages, there are several limitations also. These

limitations stem mostly from instrument development, respondent error and response bias.

Developing accurate survey instrument is a difficult task and at times is time consuming.

Furthermore, due to instrument measurement being structured in nature, in-depth and

detailed data structures as gathered in exploratory research cannot be collected. One of the

major problems with survey methods is to determine whether the respondents are

responding truthfully or not. There is little cross-checking and flexibility available in

comparison to exploratory design. There is also a possibility of misinterpretations of data

results and employment of inappropriate statistical analysis procedure.

Q: 5). When selecting the use of a neutral alternative in dichotomous

questions what considerations should be kept in mind?

Answer

If a neutral alternative is not included, respondents are forced to choose between "Yes" and

"No" even if they feel indifferent. On the other hand, if neutral alternative is included,

respondents can avoid taking a position on the issue, thereby biasing the results. the

following guidelines are offered. If a substantial proportion of the respondents can be

expected to be neutral, include a neutral alternative. If the proportion of neutral respondents

is expected to be small, avoid the neutral alternative.

The central issue concerns whether to include a neutral response alternative in the question.

If it is not included, the respondent is forced to select between the two positions presented.

If a neutral alternative is available, and especially if it is shown to the respondent, the latter

can avoid taking a position on the topic by selecting the neutral alternative. When the neutral

alternative is included, the number of on responses should decline and the number of neutral

responses increases.

If a significant group of respondents are truly neutral, the inclusion of the neutral alternative

should increase the accuracy of the results if it is not included, respondents are forced to

choose between Yes and No even if they feel indifferent. On the other hand, if a neutral

alternative is included, respondents can avoid taking a position on the issue, thereby biasing

the results.

Page | 9

Assignment-2

Q: 1). Explain data editing and coding process in details.

Answer:

The usual first step in data preparation is to edit the raw data collected through the

questionnaire. Editing detects errors and omissions, corrects them where possible and

certifies that minimum data quality standards have been achieved. The purpose of editing is

to generate data which is: accurate, consistent with intent of the question and other

information in the survey, uniformly entered, complete and arranged to simplify coding and

tabulation.

Sometimes it becomes obvious that an entry in the questionnaire is incorrect or entered in

the wrong place. Such errors could have occurred in interpretation or recording. When

responses are inappropriate or missing, the researcher has three choices:

Researcher can sometimes detect the proper answer by reviewing the other

information in the schedule. This practice, however, should be limited to those few

cases where it is obvious what the correct answer is.

Researcher can contact the respondent for correct information, if the identification

information has been collected as well as if time and budget allow.

Researcher strike out the answer if it is clearly inappropriate. Here and editing entry

of "No answer" or "Unknown" is called for. This procedure, however, is not very

useful if your sample size is small, as striking out an answer generates a missing value

and often means that the observation cannot be used in the analyses that contain this

variable.

One of the major editing problem concerns with faking of an interview. Such fake interviews

are hard to spot till they come to editing stage and if the interview contains only tick boxes it

becomes highly difficult to spot such fraudulent data. One of the best ways to tackle the

fraudulent interviews is to odd a few open-ended questions within the questionnaire. These

are the most difficult to fake. Distinctive response patterns in other questions will often

emerge if faking is occurring. To uncover this, the editor must analyse the instruments used

by each interviewer.

Coding involves assigning numbers or other symbols to answers so the responses can be

grouped into a limited number of classes or categories. Specifically, coding entails the

assignment of numerical values to each individual response for each question within the

Page | 10

survey. The classifying of data into limited categories sacrifices some data details but is

necessary for efficient analysis. Instead of requesting the word male or female in response to

a question that asks for the identification of one's gender, we could use the codes "M" or

"F". Normally this variable would be coded 1 for male and 2 for female or 0 and 1. Similarly,

a Likert scale can be coded ss: 1= strongly disagree, 2= disagree, 3= neither agree nor

disagree, 4= agree and 5= strongly agree. Coding the data in this format helps the overall

analysis process as most statistical software understand the numbers easily. Coding helps the

researcher to reduce several thousand replies to few categories containing the critical

information needed for analysis. In coding, categories are partitioning of a set; and

categorization is the process of using rules to partition a body of data.

Q: 2). Discuss the importance of marketing research report in the marketing

research process.

Answer:

Marketing research report is the bridge between researcher and manager with regard to the

research findings. Even if the research project is carried out with most meticulous design

and methodology, if the research results are not effectively communicated using the research

report to the manager, the research project may not be success. This is because the research

results will not help in achieving the major aim of any research project, which is to support

the decision making process.

Research report is the tangible output of the research project and not only helps in decision

making but also provides documentary evidence and serves as a historical record of the

project. Many a time, managers are only involved in looking at the research report (i.e. oral

presentation and written report) and therefore most times the research project is judged by

the quality of the research report. This has direct association with the relationship between

the researcher and manager. All of the above reasons suggest the importance of marketing

research report.

Q: 3). Briefly discuss mechanical observation. What is it and why is it used?

Describe two devices used for mechanical observation that do not require the

respondents direct participation.

Answer:

Mechanical Observation is the use of some type mechanical or electronic device (e.g.

Videotape camera, traffic counter, etc.) to capture human behavior, events, or marketing

Page | 11

phenomena. These devices may reduce cost, and improve the flexibility, accuracy, or other

functions in the data collection process.

Examples;

a) The use of security cameras at ATM locations to detect problems that customers

might have in operating the ATM,

b) Using optical scanners and bar-code technology (e.g., universal product code [UPC])

to count, in real time, the number and types of products purchased at a retail

establishment to monitor brand loyalty levels and product turnover rates, and using

turnstile tick-o-meters to count the number of fans at major sporting or

entertainment events.

In mechanical observation, mechanical devices, rather than human observers, record the

phenomenon being observed. These devices may or may not require the respondents' direct

participation. They are used for continuously recording ongoing behavior for later analysis.

Of the mechanical devices that do not require respondents' direct participation, the

ACNielsen audiometer is best known. The audiometer is attached to a television set to

continually record what channel the set is tuned to. Recently, people meters have been

introduced. People meters attempt to measure not only the channels to which a set is tuned

but also who is watching. Other common examples include turnstiles that record the number

of people entering or leaving a building, and traffic counters placed across streets to

determine the number of vehicles passing certain locations. On-site cameras (still, motion

picture, or video) are increasingly used by retailers to assess package designs, counter space,

floor displays, and traffic flow patterns. Technological advances such as the Universal

Product Code (UPC) have made a major impact on mechanical observation. The UPC

system, together with optical scanners, allows for mechanized information collection

regarding consumer purchases by product category, brand, store type, price and quantity.

Page | 12

Case Study

The Upjohn Company, based in Kalamazoo, Michigan, manufactures and markets

pharmaceuticals and health-related products. With more than 19,000 employees and

distribution in over 30 countries from Australia to Zaire, the companys annual sales top $1

billion. Upjohn is constantly developing and marketing new products. One example is

Rogaine. Originally developed as an anti-hypertension drug, Rogaine was shown in clinical

tests to encourage moderate hair growth on some balding male volunteers. Thereafter,

Upjohn quickly applied to the U.S. Food & Drug Administration (FDA) for the right to

market the drug as a hair growth product in the United States.

Q: 1). Define Rogaines marketing problems from a marketing research

perspective.

Answer:

Rogaines marketing problem from a marketing research perspective was that the market

research was not done before the launch of the product. The company did not do any

research for the U.S. market rather it just quickly applied it to U.S. market.

Rogaines marketing problems from a marketing research perspective:

Sample is small and non-representative.

These kind of products need a considerable time for testing.

There is not comprehensive market research.

The product cost and profitability has not been researched.

Customer reaction to the change in the new product usage has not been

carefully studied.

Q: 2). What type of exploratory research should Upjohn conduct?

Answer:

For this particular type of product, Upjohn should conduct a focus group research as a

primary research tool for usage of this product. They should use the product in several

different ways and test the reactions of the consumers to determine which would be best to

market. In order to select people to participate in the focus group, choose people from many

diverse demographic groups to determine whether the responses to the product would be

similar in people from different age groups, education levels or ethnicities.

Page | 13

Assignment-3

Q: 1). Marketing Research, is everything except_______

a) Systematic

b) Politically biased ()

c) Objective

d) Used to assist management in decision making

e) None of the above

Q: 2). _____ is undertaken to help identify problems that are perhaps not

apparent on the surface and yet exist or are likely to arise in the future.

a) Problem identification research ()

b) Segmentation research

c) Problem solving research

d) Marketing information systems

e) Advertising research

Q: 3). In order to determine customer needs and to implement marketing

strategies and programs aimed at satisfying those needs, marketing managers

need information about _____.

a) Customers

b) Competitors

c) Other forces in the marketplace

d) All of the above ()

e) None of the above

Q: 4). Marketing managers need the information provided by marketing

research for many reasons. Which of the following is not a reason to need

information provided by marketing research?

a) Firms have become national and international in scope ()

b) Consumers have become more affluent and sophisticated.

c) Competition has become more intense.

d) All of the above.

e) (a) and (b) above

Page | 14

Q: 5). The Nielsen Television Index is a set of information of known

commercial value that is provided to multiple clients on a subscription basis.

The Nielson Index is an example of _____.

a) Syndicated services ()

b) Customized services

c) Standardized services

d) Analytical services

e) Partial services

Q: 6). Customized services are________

a) Companies that specialize in one or a few phases of the marketing research

project

b) Companies that use standardized procedures to provide marketing research to

various clients

c) Companies that collect and sell common pools of data designed to serve

information needs shared by a number of clients

d) Companies that tailor the research procedures to best meet the needs of

each client ()

e) Both (a) and (b) above

Q: 7). Which one of the following techniques is not a qualitative research

technique?

a) Depth interview

b) Word association

c) Focus group

d) Conclusive research ()

e) Projective technique

Q: 8). Which of the following tasks is not a component of research design?

a) Design the exploratory, descriptive, and/or causal phases of the research.

b) Construct and pretest a questionnaire (interviewing form) or an appropriate

form for data collection.

c) Specify the sampling process and sample size.

d) Develop hypotheses.

e) None of the above ()

Page | 15

Q: 9). As compared to primary data, secondary data are collected_______.

a) Rapidly and easily

b) At a relatively low cost

c) In a short time

d) All of the above ()

e) None of the above

Q: 10). Depth interviews are like focus group in all of the following ways

except:

a) Both are unstructured interviews

b) Both are direct ways of obtaining information

c) Both are qualitative research methods

d) Both are one-on-one interviews

e) (b) and (c) above ()

Q: 11). An interviewing process which uses a computerized questionnaire

administered to respondents over the telephone is known as

a) Traditional telephone

b) In-home

c) Computer-assisted telephone interviews (CATI) ()

d) Internet

e) Mall intercept

Q: 12). In marketing research, attitudinal data obtained from rating scales are

often treated as _______ data.

a) Nominal

b) Ordinal

c) Interval ()

d) Ratio

e) Non metric

Q: 13). When used for classification purposes, the ________ scaled numbers

serve as labels for classes or categories.

a) Ordinally

b) Intervally

c) Nominally ()

d) Ratio scale

e) Rank

Page | 16

Q: 14). The mathematical symbols X and X S represent a _____ for the

population and the sampling distribution respectively.

a) Standard error of the proportion

b) Standard deviation ()

c) Standard error of the mean

d) Median

e) Variance

Q: 15). Respondents have been asked to express their degree of agreement with

a series of lifestyle statements on a 1-to-5 scale, assuming that 9 has been

designated for missing values, data values of 0, 6, 7, and 8 are out of range.

Where in the data cleaning process might any out-of range data be caught?

a) Consistency checks

b) Returning to the field

c) Treatment of missing responses

d) Both (a) and (c) are correct

e) Both (b) and (c) are correct ()

Q: 16). Which option for the treatment of missing values involves the

researcher using the respondents pattern of responses to calculate a suitable

response to the missing questions?

a) Returning to the field ()

b) Case-wise deletion

c) Substitute an imputed response

d) Substitute a neutral value

e) Pair wise deletion

Q: 17). Which of the research questions / hypotheses given below is best

answered using cross tabulations?

a) Is model appeal of an motorbike related to age and education levels?()

b) The department store is being patronized by more than 10 percent of

households.

c) One hotel has a more upscale image than its close competitor.

d) Both (b) and (c) are correct.

e) None of the above

Page | 17

Q: 18). The regression equation for a categorical independent variable with

four categories would be modeled as: i=a+ b1 D1+ b2 D2+ b3 D3, here D1,

D2, D3 are the

a) Dependent variables

b) Independent Variables ()

c) Dummy variables

d) Surrogate variables

e) Trial variables

Q: 19). If the discriminant function is estimated and the square of the

canonical correlation is 0.81, what does it indicate?

a) 81 % of the variance in the dependent variable is explained by the model

()

b) The null hypothesis is rejected. Therefore, there is significant discrimination

between groups.

c) 90% of the explained variance is accounted for.

d) (b) and (c) are correct

e) None of the above

Q: 20). The linear combinations of independent variables developed by

discriminant analysis that will best discriminate between the categories of the

dependent variable are _____.

a) Discriminant functions ()

b) Discriminant scores

c) Characteristic profiles

d) Classification matrix

e) Group centroids

Q: 21). Factor analysis is a (n) _____ in that the entire set of interdependent

relationships is examined.

a) KMO measure of sampling adequacy

b) Orthogonal procedure

c) Interdependence technique ()

d) Varimax procedure

e) Orthogonal rotation

Page | 18

Q: 22). The amount of variance a variable shares with all other variables

included in the factor analysis is referred to as _____.

a) Communality ()

b) Total variance

c) Shared variance

d) Percentage of variance

e) Eigen value

Q: 23). An analysis technique which uses methods that are heuristics based on

algorithms is known as.

a) Factor analysis

b) Discriminant analysis ()

c) Clustering

d) Analysis of variance

e) Regression analysis

Q: 24). If you are performing cluster analysis on the same data using different

distance measures and then comparing the results across measures to

determine stability of the solutions, you are at which stage of the cluster

analysis process?

a) Interpreting and profiling the clusters

b) Assessing reliability and validity ()

c) Deciding on the number of clusters

d) Deciding on the number of factors

e) Selecting a clustering procedure

Q: 25). _____ is a lack of fit measure; higher values indicate poorer fits.

a) Attribute levels

b) Stress

c) R-square ()

d) KMO

e) Relative importance weights

Page | 19

Q: 26). In which approach to collecting perception data are respondents often

required to rate all possible pairs of brands or stimuli in terms of

similarity/dissimilarity on a 1-5 scale? (1 Most similar, 5 least similar)

a) Direct ()

b) Preference

c) Derived

d) Likert

e) In direct

Q: 27). Which statement is true about using discriminant analysis to create

spatial maps?

a) Input data should be obtained via attribute-based approaches to obtaining

perception data.

b) Spatial maps are obtained by plotting brand scores on the factors ()

c) Discriminant weights can be used to label the dimensions.

d) Both (a) and (c) are true

e) None of the above.

Q: 28). Which of the following statements is not true concerning conjoint

analysis?

a) The underlying assumption is that any set of stimuli, such as products, brands,

or stores, is evaluated as a bundle of attributes.

b) Conjoint analysis relies on respondents subjective evaluations.

c) Conjoint analysis seeks to develop the part-worth or utility functions

describing the utility consumers attach to the levels of each attribute.

d) The stimuli in conjoint analysis are products or brands ()

e) It is used for determining the relative importance of attributes in the

consumer choice process

Q: 29). For conjoint analysis, when full or complete profiles of brands are

constructed for all the attributes, the process is known as

a) Full-profile approach ()

b) Pair-wise approach

c) Two-factor evaluations

d) Both (b) and (c)

e) Multifactor evaluation

Page | 20

Q: 30). Marketing research has often been described as having four

stakeholders. These stakeholders have certain responsibilities to each other

and to the research project. Which of the following is not one of the

stakeholders?

a) The marketing researcher ()

b) The respondent

c) The public

d) The environment

e) The research agency

Q: 31). Because of potential difficulties when seeking advice from experts, it is

best to use interviews with experts when conducting marketing research

________.

a) For industrial firms

b) For products of a technical nature

c) In situations where little information is available from other sources

d) All of the above ()

e) None of the above

Q: 32). The management decision problem focuses on ________, while the

marketing research problem focuses on ________.

a) Symptoms; solutions ()

b) Symptoms; underlying causes

c) Solutions; underlying causes

d) Underlying causes; solutions

e) None of the above

Q: 33). ________ is a type of non-sampling error arising from respondents who

do respond but give inaccurate answers, or their answers are mis-recorded or

mis analyzed. It may be defined as the variation between the true mean value

of the variable in the net sample and the observed mean value obtained in the

marketing research project.

a) Random sampling error

b) Non-response error

c) Non-sampling error

d) Response error ()

e) Inefficiency error

Page | 21

Q: 34). Which of the following is a disadvantage of surveys?

a) Interviewer errors; respondent errors ()

b) Data is lacking in terms of content, quantity, and quality

c) Data may not be representative; quality of data limited

d) Coverage may be incomplete; matching of data on the competitive activity

may be difficult

e) None of the above

Q: 35). The target population for a department store project was defined as

male or female head of household responsible for most of the shopping at

department stores in metro Mumbai in 2006. Male or female head of

household responsible for most of the shopping at department stores is what

part of the target population definition?

a) Elements ()

b) Sampling unit

c) Extent

d) Time

e) Both (b) and (c) above

Q: 36). Using the same text in question number 7 Metro Mumbai is what

part of the target population definition?

a) Elements

b) Sampling unit ()

c) Extent

d) Time

e) Both (b) and (c) above

Q: 37). Supervisor should keep daily records of the number of calls made,

number of not-at-homes, number of refusals, and number of completed

interviews for each interviewer and the total for all interviewers under their

control. These daily records are a part of ________.

a) Quality control and editing ()

b) Control of cheating

c) Central office control

d) Sampling control

e) Both b and c above

Page | 22

Q: 38). The number of units that will have to be sampled is the

a) Incidence rate

b) Initial sample size

c) Completion rate

d) Final sample size

e) Population size ()

Q: 39). Which option for the treatment of missing values involves the

researcher using only cases or respondents with complete responses for each

calculation?

a) Returning to the field

b) Case-wise deletion ()

c) Pair-wise deletion

d) Substitute a neutral value

e) Using an arbitrary value

Q: 40). Factor analysis is a multivariate statistical techniques used when, there

is

a) Variable interdependence ()

b) One dependent variable

c) More than one dependent variable

d) Inter object similarity

e) Inter object dissimilarity