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Market Research · Brand health concepts

6 questions · 25 marks · 3 papers

Answer key

Indian Institute of Technology Madras

BS Degree Programme · Examination & Study Paper

Market Research

Brand health concepts

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.

End Term · 31 Aug 2025 (FN)End Term

Q1MCQ2 Marks·Choose one option
Asked 3 times 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
Q2MSQ10 Marks·Choose all correct options
Asked 2 times 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

End Term · 31 Aug 2025 (AN)End Term

Q3MSQ10 Marks·Choose all correct options
Asked 2 times 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

Quiz 2 · 3 Aug 2025 (AN)Quiz 2

Read the passage below, then answer Q4–Q6
Please answer whether the given statements in the subquestions are true or false.
Q4MCQ1 Mark·Choose one option
Asked 3 times Key ↓
Unaided awareness is always the same as the list of brands that the consumer considers before buying
1. ATRUE
2. BFALSE
Q5MCQ1 Mark·Choose one option
Key ↓
Level of consumer involvement pertains to the category as a whole and not to specific brands
1. ATRUE
2. BFALSE
Q6MCQ1 Mark·Choose one option
Asked 3 times Key ↓
Consumers will not buy a brand if they are not aware of it at the unaided level
1. ATRUE
2. BFALSE

Official Key

Master Answer Key & Explanations

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

Reveal Key

Q1A

Q2B, D, E, F, I

Q3A, E, F, H, J

Q4B

Q5A

Q6B

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.