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Marketing Research Test 2 - 2017

This document provides the details of a marketing research test, including 4 questions. Question 1 has 3 parts asking about the differences between balanced and unbalanced scales, sampling error vs non-sampling error, and constructing a semantic differential scale. Question 2 asks about the scale of measurement for geographical area, Sensex, preferences, and religion. Question 3 identifies the type of sampling method used in 4 scenarios. Question 4 provides data on people's liking of a new car model by age group and asks the test taker to draw a conclusion and determine the strength of association using a chi-square test at a 5% significance level.

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Abhigyan Shekhar
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182 views1 page

Marketing Research Test 2 - 2017

This document provides the details of a marketing research test, including 4 questions. Question 1 has 3 parts asking about the differences between balanced and unbalanced scales, sampling error vs non-sampling error, and constructing a semantic differential scale. Question 2 asks about the scale of measurement for geographical area, Sensex, preferences, and religion. Question 3 identifies the type of sampling method used in 4 scenarios. Question 4 provides data on people's liking of a new car model by age group and asks the test taker to draw a conclusion and determine the strength of association using a chi-square test at a 5% significance level.

Uploaded by

Abhigyan Shekhar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

BITS, PILANI – K. K.

Birla Goa Campus


Second Semester 2016-2017
COURSE NO: ECON F435 COURSE TITLE: Marketing Research
Test 2 Maximum Marks: 20
Date: 27-03-2017 Time: 2 - 3 PM

Answer all questions

1. (a) Differentiate between balanced scale and unbalanced scale with example. [2]
(b) Differentiate between sampling error and non-sampling error. [2]
(c) Suppose an insurance company wants to ascertain the customer perception towards the company.
Construct semantic differential scale measure customer attitude with minimum of four dimensions [2]

2. Indicate giving reasons the scale of measurements for the following variable(s): [4]
(a) Geographical area
(b) Sensex
(c) Preferences
(d) Religion

3. Identify type of sampling method in each of the following [4]


a) A Researcher visited nearby shops to find out what brand of vegetable oil people are buying
b) Test markets selected to determine the potential for the new product
c) Collecting data from every alternative customer visiting retail store
d) Collecting data from referrals provided by initial respondents

4. An automobile manufacturing firm is bringing out a new model. In order to map out its advertising
campaign, it wants to determine whether the model will appeal most to a particular age group or equally
to all age groups. The firm takes a random sample from persons attending preview of the new model and
obtained the results summarized below.

Persons/Age Under 20 20-39 40-59 60 and over


group

Liking the car 146 78 48 28

Disliking the car 54 32 32 62

What conclusion would you draw from the above data? Use 5% significance level Also determine the
strength of association between model appeal (like/dislike) and age group [6]

Chisquare (critical) At 1degree of freedom At 2 degree of freedom At 3 degree of freedom


value at 5% significance
3.84 5.99 7.81
level

______________________________The End_______________________________________

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