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Market Research · All 2025 papers

60 questions · 150 marks · 3 papers

Answer key

Indian Institute of Technology Madras

BS Degree Programme · Examination & Study Paper

Market Research

All 2025 papers

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.
NAT: Numerical response. No negative marking.
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 11 times 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
Q2MCQ2 Marks·Choose one option
Asked 3 times 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
Q3MCQ2 Marks·Choose one option
Key ↓
Fill in the blanks here. In a (/n) ____________, the respondents are not asked to indicate their names to protect their confidentiality and ensure that they face no repercussions
1. AProduct test
2. BEmployee satisfaction study
3. CQualitative research
4. DAd pretest
Q4MCQ2 Marks·Choose one option
Key ↓
When respondents are shown a capsule of ads, and then asked for which ads they remember seeing (without showing a list), we are measuring
1. ABrand standing
2. BUnaided ad recall
3. CAd persuasion
4. DBrand attachment
Q5MCQ2 Marks·Choose one option
Asked 2 times 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
Read the passage below, then answer Q6–Q12
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.
Q6MCQ2 Marks·Choose one option
Asked 2 times Key ↓
Which brand has the lowest gap between unaided and total awareness?
1. ABrand 8
2. BBrand 4
3. CBrand 3
4. DBrand 2
Q7MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the trial to total awareness ratio for Brand 1?
1. A0.25
2. B1.37
3. C1.14
4. D0.96
Q8MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the trial to total awareness ratio for Brand 3?
1. A0.46
2. B0.59
3. C0.33
4. D0.87
Q9MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the lapsing ratio for Brand 5?
1. A0.79
2. B0.89
3. C1.45
4. D0.50
Q10MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the lapsing ratio for Brand 6?
1. A0.33
2. B0.17
3. C1.61
4. D0.52
Q11MCQ5 Marks·Choose one option
Asked 2 times Key ↓
Which brand has the highest lapsing ratio?
1. ABrand 8
2. BBrand 4
3. CBrand 3
4. DBrand 2
Q12MCQ5 Marks·Choose one option
Asked 2 times Key ↓
Which brand has the lowest lapsing ratio?
1. ABrand 8
2. BBrand 4
3. CBrand 3
4. DBrand 2
Q13MCQ2 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
Q14MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. Clutter cut-through is an important measure of an ad’s effectiveness
1. ATRUE
2. BFALSE
Q15MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. Zone of Tolerance is a regular measure in advertising research
1. ATRUE
2. BFALSE
Q16MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. Convenience sampling is a kind of probability sampling
1. ATRUE
2. BFALSE
Q17MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. Median is the value that comes most frequently in the dataset
1. ATRUE
2. BFALSE
Q18MSQ10 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

Q19MCQ2 Marks·Choose one option
Asked 3 times 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
Q20MCQ2 Marks·Choose one option
Asked 3 times 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
Q21MCQ2 Marks·Choose one option
Asked 2 times 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
Q22MCQ2 Marks·Choose one option
Key ↓
When respondents are given first one sample, then another sample, and then asked for comparative feedback, it is known as
1. ALaddering exercise
2. BSequential monadic product testing
3. CSentence completion exercise
4. DConjoint analysis
Q23MCQ2 Marks·Choose one option
Asked 2 times 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
Read the passage below, then answer Q24–Q30
Q24MCQ2 Marks·Choose one option
Asked 2 times Key ↓
Which brand has the lowest gap between unaided and total awareness?
1. ABrand E
2. BBrand J
3. CBrand F
4. DBrand A
Q25MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the trial to total awareness ratio for Brand A?
1. A0.95
2. B0.12
3. C0.52
4. D1.07
Q26MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the trial to total awareness ration for Brand C?
1. A0.68
2. B0.20
3. C1.53
4. D0.81
Q27MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the lapsing ratio for Brand E?
1. A0.20
2. B0.33
3. C0.74
4. D1.01
Q28MCQ2 Marks·Choose one option
Asked 4 times Key ↓
What is the lapsing ratio for Brand F?
1. A0.55
2. B0.71
3. C0.33
4. D1.18
Q29MCQ5 Marks·Choose one option
Asked 2 times Key ↓
Which brand has the highest lapsing ratio?
1. ABrand E
2. BBrand J
3. CBrand F
4. DBrand A
Q30MCQ5 Marks·Choose one option
Asked 2 times Key ↓
Which brand has the lowest lapsing ratio?
1. ABrand A
2. BBrand B
3. CBrand C
4. DBrand D
Q31MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. AIR stands for Average Issue Readership
1. ATRUE
2. BFALSE
Q32MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. OTS stands for Opportunity To See
1. ATRUE
2. BFALSE
Q33MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. The golden rule for sample size as per Central Limit Theorem is that n should be atleast 30
1. ATRUE
2. BFALSE
Q34MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. Retail audits can be used to understand the profile of the end consumer of a brand
1. ATRUE
2. BFALSE
Q35MCQ2 Marks·Choose one option
Key ↓
Please indicate true / false for the given statement. Consumer panels include a sample of retail outlets
1. ATRUE
2. BFALSE
Q36MSQ10 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 Q37–Q46
The given subquestions are a series of measures. Please select the correct study type that they are likely to come into.
Q37MCQ2 Marks·Choose one option
Asked 11 times 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
Q38MCQ2 Marks·Choose one option
Asked 11 times 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
Q39MCQ2 Marks·Choose one option
Asked 11 times 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
Q40MCQ2 Marks·Choose one option
Asked 11 times 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
Q41MCQ2 Marks·Choose one option
Asked 11 times 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
Q42MCQ2 Marks·Choose one option
Asked 11 times 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
Q43MCQ2 Marks·Choose one option
Asked 11 times 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
Q44MCQ2 Marks·Choose one option
Asked 11 times 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
Q45MCQ2 Marks·Choose one option
Asked 11 times 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
Q46MCQ2 Marks·Choose one option
Asked 11 times 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
Read the passage below, then answer Q47–Q56
Please answer whether the given statements in the subquestions are true or false.
Q47MCQ1 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
Q48MCQ1 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
Q49MCQ1 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
Q50MCQ1 Mark·Choose one option
Key ↓
We would always expect a low degree of correlation between NPS and the intention to continue with the brand
1. ATRUE
2. BFALSE
Q51MCQ1 Mark·Choose one option
Key ↓
Pretesting a finished ad is a way to ensure that media money is not wasted on an ineffective ad
1. ATRUE
2. BFALSE
Q52MCQ1 Mark·Choose one option
Asked 2 times Key ↓
Doing blind product testing can ensure that brand name does not influence the respondent’s feedback
1. ATRUE
2. BFALSE
Q53MCQ1 Mark·Choose one option
Key ↓
In retailer satisfaction studies, the commercial terms are not included in the questionnaire
1. ATRUE
2. BFALSE
Q54MCQ1 Mark·Choose one option
Key ↓
Persuasion is a key metric in ad pretesting
1. ATRUE
2. BFALSE
Q55MCQ1 Mark·Choose one option
Key ↓
When employees are willing to refer their friends to the same company, it is a good sign of high employee satisfaction
1. ATRUE
2. BFALSE
Q56MCQ1 Mark·Choose one option
Key ↓
Total ad recall can never be higher than total brand awareness
1. ATRUE
2. BFALSE
Q57MCQ5 Marks·Choose one option
Key ↓
Given below are the customer satisfaction study results of two banks. Which bank is likely to have better consumer retention?
1. ABank A
2. BBank B
Read the passage below, then answer Q58–Q60
Based on the above data, answer the given subquestions.
Q58NAT5 Marks·Write the number
Key ↓
What is the mean score of the employee satisfaction index (not question) across the 10 employees?
Your answer:
Q59NAT5 Marks·Write the number
Key ↓
What is the NPS for the sample of 10 employees?
Your answer:
Q60NAT5 Marks·Write the number
Key ↓
What is mean score of each of the satisfaction question?
Your answer:

Official Key

Master Answer Key & Explanations

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

Reveal Key

Q1A

Q2B

Q3B

Q4B

Q5A

Q6C

Q7A

Q8C

Q9D

Q10A

Q11D

Q12C

Q13A

Q14A

Q15B

Q16B

Q17B

Q18B, D, E, F, I

Q19A

Q20B

Q21B

Q22B

Q23A

Q24B

Q25C

Q26B

Q27A

Q28C

Q29B

Q30D

Q31A

Q32A

Q33A

Q34B

Q35B

Q36A, E, F, H, J

Q37C

Q38G

Q39G

Q40B

Q41E

Q42F

Q43C

Q44E

Q45D

Q46A

Q47B

Q48A

Q49B

Q50B

Q51A

Q52A

Q53B

Q54A

Q55A

Q56A

Q57B

Q5871

Q590

Q607.3

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