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Market Research · Most repeated questions

37 questions · 99 marks · 3 papers · 11 question types

Answer key

Indian Institute of Technology Madras

BS Degree Programme · Examination & Study Paper

Market Research

Most repeated questions

Official Paper

Examination Instructions & Guidelines

Solve on notebook/paper first before checking solutions.
MCQ: Exactly 1 option is correct. Negative marking applies.
MSQ: One or more options correct. Select all to score.
Scientific calculator allowed for all calculations.
Official answer key is sealed at the end of this sheet.

Type 1 · asked 11 times · Choosing the right study type

Identify the study type (concept test, ad pretest, sat study...) for a measure

Read the passage below, then answer Q1–Q10
The given subquestions are a series of measures. Please select the correct study type that they are likely to come into.
Q1MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Finding out how well the new ad will cut through the clutter on TV
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q2MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Understanding whether the retailers are happy with the service provided by the salesmen from the company and the distributors
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q3MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Understanding whether the distributors will be ready to stock a new product from the company
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q4MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Finding out how likely the customers are to recommend our product or service
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q5MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Finding out whether the package of benefits promised in the new offering is relevant to the target audience
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q6MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Feedback on the perquisites given to the personnel in the organization
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q7MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
How interesting is the creative route of the proposed new ad?
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q8MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
How well differentiated is the benefit promise of a proposed new offering?
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q9MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Extent of liking for the new product offering when tasted
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q10MCQ2 Marks·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
The list of brands that consumers consider to be of good quality
1. ABrand health
2. BCustomer sat
3. CAd pretesting
4. DProduct testing
5. EConcept testing
6. FEmployee sat
7. GChannel sat
Q11MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
A company that plans to get into making bicycles has some technology that allows a new set of benefits such as improved suspension, “leg rest” mode etc. The company wants to test whether these will resonate with the consumers. What kind of study is required for this?
1. AConcept test
2. BAd pretest
3. CChanel satisfaction study
4. DT test

Type 2 · asked 4 times · Brand funnel data analysis

Brand health table: trial-to-total-awareness ratio for a brand

Read the passage below, then answer Q12–Q13
Q12MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
What is the trial to total awareness ratio for Brand A?
1. A0.95
2. B0.12
3. C0.52
4. D1.07
Q13MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
What is the trial to total awareness ration for Brand C?
1. A0.68
2. B0.20
3. C1.53
4. D0.81
Read the passage below, then answer Q14–Q15
Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions.
Q14MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
What is the trial to total awareness ratio for Brand 1?
1. A0.25
2. B1.37
3. C1.14
4. D0.96
Q15MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
What is the trial to total awareness ratio for Brand 3?
1. A0.46
2. B0.59
3. C0.33
4. D0.87

Type 3 · asked 4 times · Brand funnel data analysis

Brand health table: lapsing ratio for a brand

Read the passage below, then answer Q16–Q17
Q16MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
What is the lapsing ratio for Brand E?
1. A0.20
2. B0.33
3. C0.74
4. D1.01
Q17MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
What is the lapsing ratio for Brand F?
1. A0.55
2. B0.71
3. C0.33
4. D1.18
Read the passage below, then answer Q18–Q19
Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions.
Q18MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
What is the lapsing ratio for Brand 5?
1. A0.79
2. B0.89
3. C1.45
4. D0.50
Q19MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
What is the lapsing ratio for Brand 6?
1. A0.33
2. B0.17
3. C1.61
4. D0.52

Type 4 · asked 3 times · Choosing the right study type

Pick qualitative, quantitative or U&A research for a business need

Q20MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
A company that plans to get into pet grooming products wants to understand the emotional bond between the pet parent and the pet. What kind of study is required for this?
1. AQualitative research
2. BOnline quantitative research
3. CIn-person quantitative research
4. DDemand estimation study
Q21MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
A company that plans to get into pet grooming products wants to understand the grooming habits such as the proportion of pet parents who take the pet to a professional grooming salon, the proportion that does the grooming at home, the shampoo brand used etc. What kind of study is required for this?
1. AQualitative research
2. BQuantitative research
3. CProduct test
4. DLaddering technique
Q22MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
A company that plans to launch a new brand of biscuits wants to understand the consumer habits such as frequency of consuming biscuits, occasions when biscuits are consumed, brand used etc. What kind of study is required for this?
1. AQualitative research
2. BUsage and Attitude study
3. CProduct test
4. DLaddering technique

Type 5 · asked 3 times · Brand health concepts

True/false statements about unaided and top-of-mind awareness

Read the passage below, then answer Q23–Q24
Please answer whether the given statements in the subquestions are true or false.
Q23MCQ1 Mark·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Unaided awareness is always the same as the list of brands that the consumer considers before buying
1. ATRUE
2. BFALSE
Q24MCQ1 Mark·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Consumers will not buy a brand if they are not aware of it at the unaided level
1. ATRUE
2. BFALSE
Q25MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
Please indicate true / false for the given statement. Unaided awareness of a brand is always equal to or higher than the top of mind awareness
1. ATRUE
2. BFALSE

Type 6 · asked 2 times · Brand funnel data analysis

Brand health table: brand with lowest gap between unaided and total awareness

Read the passage below, then answer Q26
Q26MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
Which brand has the lowest gap between unaided and total awareness?
1. ABrand E
2. BBrand J
3. CBrand F
4. DBrand A
Read the passage below, then answer Q27
Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions.
Q27MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
Which brand has the lowest gap between unaided and total awareness?
1. ABrand 8
2. BBrand 4
3. CBrand 3
4. DBrand 2

Type 7 · asked 2 times · Brand funnel data analysis

Brand health table: brand with the highest lapsing ratio

Read the passage below, then answer Q28
Q28MCQ5 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
Which brand has the highest lapsing ratio?
1. ABrand E
2. BBrand J
3. CBrand F
4. DBrand A
Read the passage below, then answer Q29
Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions.
Q29MCQ5 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
Which brand has the highest lapsing ratio?
1. ABrand 8
2. BBrand 4
3. CBrand 3
4. DBrand 2

Type 8 · asked 2 times · Brand funnel data analysis

Brand health table: brand with the lowest lapsing ratio

Read the passage below, then answer Q30
Q30MCQ5 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
Which brand has the lowest lapsing ratio?
1. ABrand A
2. BBrand B
3. CBrand C
4. DBrand D
Read the passage below, then answer Q31
Given below are the results from a brand health study. The data shown here is in column percentages. Please use the data and answer the given subquestions.
Q31MCQ5 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
Which brand has the lowest lapsing ratio?
1. ABrand 8
2. BBrand 4
3. CBrand 3
4. DBrand 2

Type 9 · asked 2 times · Brand health concepts

Pick the five terms relevant to a quantitative brand health study

Q32MSQ10 Marks·Choose all correct options
End Term · 31 Aug 2025 (AN)Key ↓
Of the following terms, five are relevant in a quantitative brand health study. Please identify the five.
1. ABrand awareness
2. BLaddering of benefits
3. CBlind testing
4. DEmployee motivation
5. EBrand disposition
6. FLevel of consumer involvement in the category
7. GClutter cut-through
8. HTop of mind brand
9. IReliability testing
10. JBrands used in the past
Q33MSQ10 Marks·Choose all correct options
End Term · 31 Aug 2025 (FN)Key ↓
Of the following terms, five are relevant in a quantitative brand health study. Please identify the five. (Can mark only 5 options)
1. AOrthogonal array
2. BTrial percentage
3. CBlind testing
4. DUnaided brand awareness
5. EBrand disposition
6. FAssociation with attributes and benefits
7. GClutter cut-through
8. HEmployee motivation
9. IMost often used brand
10. JReliability testing

Type 10 · asked 2 times · Sampling, statistics & market data

Choose the statistical test for comparing means of independent samples

Q34MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
Which of the following is the appropriate test for testing the means of two independent samples?
1. AT-test
2. BChi-square
3. CKolmogorov Smirnov
4. DCorrelation
Q35MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (FN)Key ↓
Which of the following is the appropriate test for testing the means of multiple independent samples?
1. AANOVA
2. BChi-square
3. CKolmogorov Smirnov
4. DCorrelation

Type 11 · asked 2 times · Ad pretesting & product testing

Blind product testing: definition and purpose

Read the passage below, then answer Q36
Please answer whether the given statements in the subquestions are true or false.
Q36MCQ1 Mark·Choose one option
Quiz 2 · 3 Aug 2025 (AN)Key ↓
Doing blind product testing can ensure that brand name does not influence the respondent’s feedback
1. ATRUE
2. BFALSE
Q37MCQ2 Marks·Choose one option
End Term · 31 Aug 2025 (AN)Key ↓
Fill in the blanks here. In a ________, the respondents give the feedback about the product sample without knowing which brand it is
1. ALaddering exercise
2. BBlind product test
3. CSentence completion exercise
4. DTAT exercise

Official Key

Master Answer Key & Explanations

Official answer keys from IIT Madras BS past papers. Click any question to review.

Reveal Key

Q1C

Q2G

Q3G

Q4B

Q5E

Q6F

Q7C

Q8E

Q9D

Q10A

Q11A

Q12C

Q13B

Q14A

Q15C

Q16A

Q17C

Q18D

Q19A

Q20A

Q21B

Q22B

Q23B

Q24B

Q25A

Q26B

Q27C

Q28B

Q29D

Q30D

Q31C

Q32A, E, F, H, J

Q33B, D, E, F, I

Q34A

Q35A

Q36A

Q37B

Questions and answer keys are reproduced from the official IIT Madras BS papers. Topics and repeated question types are BTechi’s own grouping. BTechi is not affiliated with IIT Madras.