Research Methodology

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AMITY (Assignment)
MBA
Semester 2

Research Methodology
Research Methodology (EDL 205)-Semester II

BLOCK-I
Definition and classification of Marketing Research
1. Marketing research is the function that links the consumer, customer and public to the
______ through information.
2. Marketing research is very essential for:
3. Marketing research should reflect______ state of affairs
4. _______ methods should be used in data collecting and analysis.
5. Marketing research can be classified as:

Application , Advantages and Disadvantages of Marketing Research
1. The advantage of marketing research is:
2. The inaccuracy of data is

Marketing research process

1. External marketing research suppliers can be classified as:
2. The marketing research process has _____ steps.
3. Second step in the marketing research process is
4. The marketing research suppliers can be:
5. The uncontrollable environmental factor include:

Marketing Research Vs MIS, Scientific Research

1. The Nature of marketing research is:
2. Marketing information system can be classified as:

BLOCK-II

Problem Formulation I

1. Problem definition is:
2. All of the following are aspects of qualitive research except
3. Which of the following statement is false
4. Data collected for the purpose other than the problem at hand is called as
5. Environment context of the problem includes:

Problem Formulation II
1. All are part of analytical model except
2. All of the following are aspect of theory except
3. Which of the following statement is false
4. Research question are
5. Management decision problem is related to

Research design I
1. Syndicated sources are:
2. Exploratory research
3. Primary data is
4. The characteristics of secondary data is
5. Maps that solve marketing problems are called as:

Research design II
1. Descriptive research is;
2. Conclusive research:
3. A research design called as snapshot is
4. Casual research obtains evidence regarding
5. Identify the odd one out

Casual Research Designing

1. What is causality?
2. _____ is the one that is changed by the researcher.
3. Consumers, stores are example of___________________________.
4. The undesirable variable are

Classification of Research Data

1. Ideally a research should start with
2. Focus group is a type of
3. Depth interview is
4. Among the qualitative data, the direct data is
5. Completion and construction techniques are part of

Research Data II
1. Survey data is a part of
2. Survey method is a
3. Internet interviews is:
4. Telephone interviewing is a part of:
5. Identify the odd one out

Research Data III
1. Pick the odd one out
2. Trace analysis is a study of
3. Voice pitch analysis is a part of
4. Contrived observation means
5. Structural observation can be used for

Measurement and scaling definition, four levels of measurement_part_1
1. The generation of continuum upon Which measured objects are measured is:
2. Which one of the highest measuring scale?

Measurement and Scaling Definition, Four Levels of Measurement_part_2

1. Which among the following is the most precise and powerful scale
2. In which scale the location of zero point is not fixed?

Scaling Techniques

1. In which each stimulus object is scaled independently is :
2. Direct comparison of stimulus object is done in:

Comparative scaling techniques_part_1
1. Pick any comparative scaling technique?
2. In paired comparison scaling technique?

Comparative scaling techniques_part_2

1. Constant sum of scaling is a:
2. Sort scaling helps to:

Non Comparative scaling techniques_part_1

1. Continuous Rating Scale is also called as
2. Pick the odd one out:

Non Comparative scaling techniques_part_2
1. Reverse coding concept in a Likert scale is to:
2. Likert Scale is a part of

Non Comparative scaling techniques_part_3

1. A Scale associated with bi-polar adjectives is called as:
2. A scale usually presented vertically is called as:

Reliability and Validity in Measurement_part_1
1. The degree to which a research survey produces consistent results is:
2. Xt stands for:

Reliability and Validity in Measurement_part_2

1. Split half reliability is a part of
2. Pick the odd one out

Reliability and Validity in Measurement_part_3
1. To assess the relationship between theoretical construct is called as
2. Pick the odd one out

SOURCES OF ERROR
1. The difference between the true mean value and observed mean value is called as:
2. Random sampling error means:
3. Non response error means
4. Population definition error is a part of
5. Total error can be minimized by

BLOCK 3

Data Collection _part_1

1. ___________ is a technique intended to motivate respondents to clarify or explain
their answer:
2. Researcher have the following option for collecting the data :

Data Collection_part_2

1. What does not constitute a part of evaluation of field workers?
2. The fieldwork / data collection process has ______ stages.

Questionnaire and Form Design _part_1
1. Questionnaire helps in
2. Questionnaire should __________ the response error.

Questionnaire and Form Design _part_2
1. Pick the odd one out
2. Double barreled question include

Questionnaire and Form Design _part_3&4

1. Open-ended question that respondents answer in their own words is called as
2. Which of the following should ideally be a part of questionnaire?

Questionnaire and Form Design _part_5
1. Open-ended questions that respondents answer in their own words is called as
2. Which of the following should ideally be a part of questionnaire.

BLOCK 4

Sampling
1. A subgroup of the elements of the population selected is called as______________.
2. The aggregate of all the elements of the universe sharing some set of characteristics is
called as__________________________.
Sampling Process part 1
1. The collection of elements or objects that process the information sought by the
researcher is called as_____________.
2. ________________ is a representations of the elements of the target population.

Sampling Process part 2

1. __________________ is a sampling approach where the elements are selected
sequentially.
2. The number of elements to be included in the study is called as:

Probability Sampling Part 1
1. In probability sampling
2. ___________ is a sampling technique in which each elements has a known and equal
probability of selection.

Probability Sampling Part 2

1. In probability sampling
2. ___________ is a sampling technique in which each element has a known and
equal probability of selection.

Probability Sampling Part 3
1. Mark the in -correct statement;
2. Probability proportionate to size sampling includes

Other Probability Sampling Techniques
1. A sampling technique in which certain population elements are sampled twice is called as
2. _____________ is the sampling technique in which the population elements are sampled
sequentially and data collection and analysis are done at each stage.
Non Probability Sampling Part 1
1. Sampling techniques can be divided into
2. ______________ relies on the personal judgement of the researcher.

Non Probability Sampling Part 2
1. Sampling based on reference is called as:
2. Pick the odd one out

Summary of Sampling
1. ____________________ sampling technique allow statistical projection of the results
of the target population.
2. A more heterogeneous population will favor ________________ sampling.

BLOCK 5

Data Preparation

1. Extensive checks for consistency and treatment of missing responses is called as
_____________.
2. A book containing coding instructions and the necessary information about variables in
the data set.

Testing of Hypothesis

1. The power of a test is described as ________________________________________.
2. The probability of type 1 error(alpha) is called as_____________________________.

Statistical Techniques
1. ___________________ is the appropriates technique to be used when there is a single
measurements of each element.
2. The metric data is measured on

T-TEST

1. An individuals measured two times , pre and post is called as ?
2. When two groups are not experimentally related is called as

Z test
1. In z test the population means are different when the variances are known and the sample
size is_______________
2. For Using Z test you must be aware of

Chi Square

1. Chi square is one of the most important and widely used ____________ test in
statistics.
2. The probability of type 1 error alpha is called as__________________.
Chi Square -Practical Illustration
1. ____________ is a method based for testing whether two or more multi nominal distributions
are equal?
2. __________________ test determines how well theoretical distribution fits the empirical
distributions?

ANOVA-Numerical

1. Report Includes:
2. Stages of writing a report ends with:

Scale Validation
1. The recommended measure of the internal consistency of a set of items is provided by
2. A class of procedures primarily used for data reduction and summarization is:

Sales analysis and forecasting
1. Following are the sales analysis techniques:
2. Break even analysis is:

Forecasting Methods_1
1. Mention the technique in which the consensus is gained from the anonymous experts:
2. Sales forecasting method is based on:

Forecasting Methods_2
1. _________ that estimates future demand for a product or service by aggregating what each member of the sales force expects to be able to sell in his or her territory.
2. _____________ shows a company what minimum level of sales is needed to make sure it does not lose money.

New Product Development
1. Extensive check for consistency and treatment of missing responses is called as__________.
2. A book containing coding instructions and the necessary information about variables about variables in the data set.

Report Writing Part-1
1. Report includes:
2. Stages of Writing a report ends with:

Report Writing Part-2
1. Format of writing a report begins with:
2. Research Methodology sections deals with:

International Marketing Research
1. CATI Stands for:
2. _______________ equivalence deals specifically with the interpretation of brands, products, consumer behaviour and marketing effort in different countries:

1st Block Assessment

Case Study

Question 1
In what ways can market research can help Nike management.
best way of segmenting of the market
Understand the composition of the market
both a&b
All of above

Question 2
“Nike management will be supported by ________management function, by
marketing research.”
directing
None of the above
Staffing
decision making

Question 3
Nike excelled than its competitors in ___________
None of the above
executing
Planning
Advertising

Question 4
The buying behaviour of the consumers with respect to athletic footwear is
focused on :
All of the above
Image Characteristics
Product Characteristics
both a&b

Question 5
What is the basic marketing research problem Nike is confronted with
Distribution strategy
Determine the factors influencing consumers buying decisions
All of the above
its advertsing campaign

Question 6
“Nike plans to build up its presence in China, Germany, Mexico and Japan,
talks about _______strategy of Nike”
Marketing
Distribution Strategy
All of the above
financial

Question 7
Information to Nike can be provided by :
both a&b
Marketing Information System
Effective marketing research
None of the above

Question 8
Marketing information system includes:
All of the above
Decision Support system
Decision support system
Market Research

Question 9
The specific component of the marketing research problem is to determine:
All of the above
The demographic and psychographic characteristics of consumers
The market share of Nike and its competitors
consumers evaluate Nike and its competitors

Question 10
The image segment is greatly influenced by ____________
celebrity endorsements
All of the above
Flexibility Attributes
high performance attributes

Quiz Score: 100 out of 100

2nd Block Assessments
.
Case Study

Question 1
What kind of Research design would you recommend for determining the effectiveness of M&M/Mars
Casual Research
Longitudinal Research
Household Surveys
All of above

Question 2
Which kind of Scales would you recommend to employ survey for Super
Bowl
Likert Scale
Both a&b
None of the above
Semantic Differential

Question 3
Comparative scales can be broadly divided into:
Paired comparison
All of the above
Rank order
Constant sum

Question 4
“____________using a device such as the audimeter can be used to estimate the size of the Super Bowl audience during the different quarters,
and before and after the game”
Personal Observation
All of the above
Audit
Mechanical observation

Question 5
The Research Design can be broadly divided into :
All of the above
Exploratory and Conclusive Research Design
Both a&b
Primary and Secondary

Question 6
“If the sample selected by Super Bowl is wrong, it will result into ___________type of error”
Random Sampling error
Non-random sampling error
All of the above
Both a&b

Question 7
“If the numbers in a scale used by super bowl just serves only as label or
tags, is a _______scale”
Nominal
Interval
Ordinal
Ratio

Question 8
Relevant information on audience size may be obtained from ______________
Phillip Morris
Nielsen Media Research and Arbitron.
Time Warner
PepsiCo

Question 9
“The Scale used by Super Bowl produces consistent results if repeated measurements are made on the characteristics, is called as”
Reliability
Validity
Both a&b
None of the above

Question 10
The accuracy of the scale used by Super Bowl Scale can be measured by :
Construct Validity
Criterion Validity
Face Validity
All of the above

Quiz Score: 100 out of 100
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3rd Block Assessments

Case Study

Question 1
The hotel industry could collect the data from
All of above
Both a&b
A department within the organisation
Field workers

Question 2
What could be the possible Secondary sources of data for Hotel Industry
All of the above
census data
trade journals for the hotel industry
Reports from chambers of commerce

Question 3
The questionnaire developed by Marriot for business travellers should include aspects related to :
brighter lighting
fax availablility
High internet speed
complementary breakfast

Question 4
The United States Hotel Industry is focusing on :
Senior Citizens
working professionals
All of the above
Children

Question 5
The Data collection process begins with
Selection of field workers
Evaluation of field workers
All of the above
Training of field workers

Question 6
The questionnaire designed for Hotel Industry should include:
ambiguous questions
All of the above
Should constitute only unstructured questions
Funnel approach

Question 7
The questionnaire developed by Holiday Inn for direct to direct business
marketing should include aspects related to :
All of the above
direct marketing
traditional media
trade shows

Question 8
The supervision of field workers related to data collection of Hotel industry
should be based on
None of the above
Sampling Control
Control of cheating
Both a&b

Question 9
Hyatts questionnaire on marketing its business plan program should include:
“24 Hr printer, copier and fax availablility”
Local toll free number
videoconferencing
All of the above

Question 10
The hotel industry should follow the _________ type of intervewing methods
Telephone Interviews
Personal Interviews
Mail Questionnaire
All of the above

4th Block Assessments

Case Study

Question 1
The product Presto line was designed by Nike for ______characteristics of
youth sample.
Age
Income
Lifestyle
social

Question 2
What is the marketing research problem with which Nike is confronted with:
All of the above
What is the demographic and psychographic profile of customers loyal to Nike?
Are the consumers willing to pay a premium price for high performance shoes?
What criteria do consumers use for evaluating athletic shoes?

Question 3
What should be the sampling frame of the Nike ?
None of the above
List of Malls in the US
All consumers planning to buy Nike
Mall Shoppers

Question 4
Which probablity sampling technique could be used by Nike for conducting the research
Systematic Sampling
Cluster Sampling
Simple Random Sampling
All of the above

Question 5
“If the Nike management choses a sample by selecting a random starting point,than picking every ?? ??? element in succession from the sampling frame is _________sampling technique”
Quota Sampling
Systematic Sampling
Startified Sampling
All of the above

Question 6
Nike used _________to determine the most effective mediums to
communicate with the target market.
Intution methods
Personal
Marketing research
All of the above

Question 7
Which non-probability sampling technique could be used by Nike for conducting the research
Cluster Sampling
Judgmental Sampling
Stratified Sampling
All of the above

Question 8
What should be the sampling unit for Nike?
both a&b
Mall Shoppers
None of the above
Mall non- shoppers

Question 9
Marketing research revealed the _______and _________target groups had
low awareness regarding the Nike brand.
soccer and baseball players
Base ball and Golf players
All of the above
Soccer and Golf Players

Question 10
Marketing research in the form of _________and __________revealed the
best positioning for the Nike.
focus group and survey research
both a&b
survey and observation research
None of the above

5th Block Assessments
Case Study

Question 1
What kind of qualitative forecasting method should be applied by companies to predict the impact of celebrity advertising on future sales?
Market Test Method
Delphi Method
Time series analysis
Regression Analysis

Question 2
What in your opinion is the role of MDS in the matching of a celebrity to the right product.
Both a&b
MDS can be used to assess the perceived similarity between the image of the product and the image of the celebrity
All of the above
“Using proximities data, a perceptual map of images of celebrities and brands can be created”

Question 3
What kind of survey methods should be applied by companies to analyze is celebrity advertising worth celebrating?
All of the above
Electronic surveys
Telephone interviewing and CATI
Mall Intercept and CPI

Question 4
“Which type of ad is most effective? (Hint: look at the Anova results, Table 1)”
The ANOVA results show significant effects for both global brand attitude and purchase intention.
All of the above
Both a&b
Table 1 indicates that a two-sided celebrity ad has the highest mean for global brand attitude and purchase intention.

Question 5
“Based on the results presented, do two-sided ads have an advanatage over one sided ads? Mark the correct statement.”
There is a main effect for spokesperson for global brand attitude
All of the above
The interaction effect is not significant and mean values indicate that twosided ads are more effective.
“The ANOVA results show a significant main effect for sidedness for purchase intention, indicating that the sidedness affects purchase intention”

Question 6
“Based on the results presented, do celebrity ads have an advanatage over non-celebrity ads? Mark the correct statement.”
All of the above
Mean values indicate that a non-celebrity endorsement is effective for twosided ads but not for one-sided.
Mean values indicate that a celebrity endorsement is effective for two-sided ads but not for one-sided.
Mean values indicate that a celebrity endorsement is effective for one-sided ads but not for two-sided ads.

Question 7
“Which type of ad is least effective? (Hint: look at the Anova results, Table 1)”
one-sided celebrity ad
one-sided non-celebrity ad
two-sided
None of the above

Question 8
The new product development process that ends with __________has a
great impact on awareness created by celebrity endrosments
Commercialization
Idea Screening
Market testing
Concept development

Question 9
“A __________ is a systematic, well organized document which defines and
analyses a subject or problem, and which may include:”
Document
All of the above
Book
Report

Question 10
“For developing a correct measure of the scale for checking the impact of
advertising endrosements , the following reliability should be tested.”
Internal consistency reliability
None of the above
Alternative forms reliability
Both a&b

Full Syllabus Assessment
Case Study

Question 1
Highlight the opportunity identified by the Astec’s
None of the above
Both a&b
Requirement of additional services with their power supply generators
need to specify the information that is needed to determine if this opportunity is a good one.

Question 2
Is the problem facing Astec a case of problem identification research or
problem solution research?
All of the above
This is a case of problem solution research
This is a case of problem identification research
This is a case of competitors problem identification research

Question 3
What ethical considerations does the researcher face in this project?
The accuracy and validity of the procedures or findings should not be misrepresented
“Research should be conducted in an objective manner, free of personal biases and motives.”
All of the above
The researcher should accept the standards of scientific investigation

Question 4
Descriptive research will help the management in :
To determine the perceptions of different industrial buyers of power supply generators toward greater service.
“To develop a profile of the characteristics of power supply generator customers, especially those interested in additional services.”
To determine the perception of the service offered by different power supply generator producers.
All of the above

Question 5
Is a cross-sectional design or a longitudinal design most preferable in this case?
Both a&b
longitudinal design
A cross-sectional design
All of the above

Question 6
Identify the factor related to Legal Environment
What is the buying process for power supplies?
What are the long term objectives of the marketing manager?
What government regulations on power supply generators exist?
The service image of Astec in the marketplace.

Question 7
What is the marketing research problem facing Astec?
What are the preferences of power supply customers with respect to product attributes and customer service?
None of the above
What are the underlying motivations of power supply customers?
What is the size of the market segment interested in expanded service of power supply generators?

Question 8
What sampling technique do you recommend for this study?
Judgmental sampling
quota sampling
Systematic sampling
stratified sampling

Question 9
“In designing scales for the survey, which scales do you recommend?”
None of the above
comparative scales
non-comparative scales
Both a&b

Question 10
Astec is interested in offering the guaranteed distribution program. Astec believes that companies which order power supplies every month are good candidates for this program. It is estimated that the program will be worthwhile if only 20% of the companies order power supplies each month. The management wants to be 99% sure that they are within 2%. How large a sample do they need to survey?
4632 respondents
648 respondents
2653 respondents
2681 respondents

Live Interactive Session Test

Question 1
Marketing Research can be classified into
Problem identification
Problem solving
Both a&b
None of the above

Question 2
“___________collects, analyses and supplies a lot of relevant information on a regular continuous basis ”
Marketing research
Marketing information system
Both a&b
None of the above

Question 3
The knowledge gained through practical experience and research ia called as
Scientific research
Marketing Research
Secondary research
All of the above

Question 4
The data collected from problem at hand is called as ____________
Primary data
Secondary data
Scientific data
Strategic data

Question 5
__________is the possible answer to the research question
Resaerch Design
Market research
Hypothesis
All of the above

Question 6
_____________research is the study of relationship between cause and effect.
Exploratory research
Descriptive Research
Casual Research
None of the above

Question 7
____________is a scaling technique with 7- point rating scale with end points associated with bipolar adjectives
Semantic Differential Scale
Interval Scale
Ratio Scale
Q-Sort Scaling

Question 8
“______________is intended to motivate respondents to enlarge, clarify or explain their answers ”
Asking
Recording
Probing
All of the above

Question 9
Interviewing methods involves
Personal interviews
Mail questionnaire
Computer assisted interviewing
All of the above

Question 10
A two stage restricted judgemental sampling technique is called as _____________
Quota Sampling
Stratified Sampling
Convinence sampling
Cluster Sampling

Question 11
_________involves transferring the coded data from the questions to coding sheets
Editing
Coding
Data Cleaning
Transcribing

Question 12
A statement with no difference of effect is called as ____________
Alternative hypothesis
Null Hypothesis
Both a&b
None of the above

Question 13
Report writing should be
Accurate
Clear
Systematic
All of the above

Question 14
A forecasting technique to gain consensus from anonymous experts is called as _____________
Dephi Method
Executive opinion Method
Sales force competition method
Survey of Buyer’s intention

Question 15
______________is the most important and widely used non-parametric test
Anova
T-test
Chi-square
Factor analysis

Research Methodology

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