AMR QB

12MARKS FRAME A QUESTIONNAIRE

1. Explain NOIR, scaling techniques

“NOIR” is an acronym representing the four statistical measurement scales: Nominal,

Ordinal, Interval, and Ratio. Each provides a different method for classifying variables in
statistical analysis.

​ Nominal
​ Assigns numbers to categorize events, attributes, or characteristics. The mode, or the
most frequently occurring value, is used as the measure of central tendency.
​ Ordinal
​ Permits the measurement of degrees of difference, but not the specific amount of
difference. The median, which is the middle value in a set of ordered data, is used as the
measure of central tendency.
​ Interval
​ The distance between adjacent points on the scale are equal. The mean (average),
median, and mode can all be used as the measure of central tendency.
​ Ratio
​ Consists of equidistant points and has a meaningful zero point. The mean, median, and
mode are all suitable as the measure of central tendency.

The NOIR categorization is still influential, and shapes how people think about choices for
data analysis and visualization. However, some say that the approach is at times unhelpful,
and that it omits several important scales of measurement.

2. Write a note on the physiological rating scale(different types of scale, define)

Ans:
-research tools used to assess and measure physiological responses of individuals in
various situations or stimuli.
- These scales are designed to capture objective physiological data, such as heart
rate, blood pressure, skin conductance, and brain activity, to understand emotional or
cognitive states, reactions, or preferences.
-Physiological rating scales are commonly used in fields such as psychology,
marketing, advertising, and user experience research.

a few examples of physiological rating scales:

1. Galvanic Skin Response (GSR) Scale: GSR measures changes in the

electrical conductivity of the skin, which is influenced by factors like emotional
arousal and stress
By measuring changes in skin conductance, researchers can determine the emotional
arousal levels triggered by different ad elements, such as visuals, sounds, or narratives.
GSR helps identify the specific moments or elements that evoke strong emotional responses
in viewers.

3. State types of sampling?

Ans: https://byjus.com/maths/sampling-methods/

4. Different steps in the sampling process

Ans:
https://byjus.com/question-answer/what-are-some-steps-of-the-sampling-procedures/

5. Difference between inductive and deductive research

Ans:
https://www.questionpro.com/blog/inductive-vs-deductive-research/#:~:text=In%20ind
uctive%20research%2C%20theories%20or,making%20sense%20of%20the%20data.
&text=Deductive%20research

6. Difference between qualitative and quantitative research

Ans:
https://byjus.com/maths/difference-between-qualitative-and-quantitative-research/

7. Explain methods of copy-testing

Ans:
https://www.indeed.com/career-advice/career-development/copy-testing#:~:text=Foc
us%20group%20copy%20testing%20is,of%20your%20ad%20among%20them.

1. Free association test

2. Projective techniques
3. Word assoc.
4. Direct questioning
5. Statement comparison test

8. What are different methods of copy research

Ans:
1. Concept Testing
a. Card concept
b. Poster test
c. Layout test

•2. Name testing

•3. Slogan testing (copy)
 9. Purpose of copy research

ANS.
1. Idea Generation. An agency is often called on to invent new, meaningful, ways of
presenting a brand to a target audience.
2. Concept Testing seeks feedback designed to screen the quality of new ideas or concepts.
3. Audience Definition. Once a target segment have been identified, advertising planning can
proceed with a developing a message that will be meaningful to the consumers.
4. Audience Profiling. Creative need to know as much as they can about the people to whom
their ads will speak.

10. What are the methods of print testing

ANS.
Print testing usually involves placement of the test ad in a mocked-up version of a national
magazine, or can also involve eye-tracking to determine which elements were seen while
reading the ad.

a. Consumer Jury Test, b. Portfolio test, c. Paired comparison test, d. Order-of-merit test, e.
Mock magazine test, f. Direct mail test.
1. Direct questioning
2. Focus group
3. Direct mail test.
4. Portfolio test
5. Paired comparison test
6. Order-of-merit test
7. Mock magazine test
8. Consumer Jury test

11. Methods for pretesting broadcasting media

ANS.
Here are some common methods used in broadcast pretesting:
a. Trailer tests: to evaluate the effectiveness of television or film trailers.The results of trailer
testing help inform decisions related to marketing strategies, trailer editing, promotional
campaigns, and overall audience reception.

b. Theatre test: to evaluate the effectiveness of television programs, commercials, or other

content in a theatrical setting

- Audience Reactions and Feedback: During the screening, researchers observe the
audience's reactions, including their facial expressions, body language, and
engagement. Feedback forms, surveys, or discussion sessions may also be
conducted immediately after the screening to capture qualitative and quantitative
feedback from the audience.
c. Live telecast tests:Ads are put on air either by narrowcasting or live telecasting. These ads
are test ads, and not the regular ads. Later, viewers are interviewed to know their reactions.
Here the inaccuracies of the artificial testing environment are not encountered.

d. Clutter test: to evaluate the effectiveness of advertisements within a cluttered media

environment. It helps assess how well an advertisement stands out and captures viewers'
attention amidst competing advertisements or other visual and auditory distractions.

12. What is research? Types of research?

ANS.

Research: It's a careful study to find new information, check if something is true, or solve a
problem.

Basic Research: This kind of research is done to increase knowledge for the sake of
learning, without immediately aiming for any direct use.

Applied Research: This research aims to fix real-world problems, often using knowledge
from basic research to create useful tools or methods.

Descriptive Research: This research observes and describes a subject without changing it
by using surveys or case studies.

Experimental Research: This research tests ideas by changing certain factors to see how
they affect others, often used to find cause-and-effect.

Correlational Research: It looks at how two or more things are connected but doesn't show
whether one causes the other.

Qualitative and Quantitative Research: Qualitative explores phenomena through

non-numerical data like interviews and observations while Quantitative analyzes numerical
data to identify patterns and test theories.

Exploratory Research: It investigates a problem that is not clearly defined by visiting the
area.
https://classroom.google.com/u/0/c/NzEwODE5MDQyMzU0/m/NzE5NDg0NjgwMDkx/details

13. Methods of Brand Research

14. Write a note on the literature review

Research is a continuous process. He cannot avoid earlier research work. He must

start with earlier work. He should note down all such research work, published in
books, journals or unpublished thesis. He will get guidelines for his research from
taking a review of literature. He should collect information in respect of earlier
 research work. He should enlist them in the given below: Author/researcher Title of
research /Name of book Publisher Year of publication Objectives of his study
Conclusion/suggestions Then he can compare this information with his study to show
separate identity of his study. He must be honest to point out similarities and
differences of his study from earlier research work.
15. Explain surveys and types of survey

research technique that involves collecting data from a sample of individuals through
the administration of standardized questionnaires or surveys. Surveys are widely
used in social sciences, market research, and various fields to gather information,
measure attitudes or behaviors, and make statistical inferences about a larger
population.

Types of Surveys:
There are mainly 4 methods by which we can collect data through the Survey Method
a. Telephonic Interview
b. Personal Interview
c. Mail Interview
d. Computer or Internet or Electronic Interview

16. Explain the dependent and independent variable

Independent variables are expected to determine the outcomes of interest. In an experiment,

they are controlled by the researcher through manipulations. Dependent variables are the
outcomes of interest to the researcher and the decision makers. A simple example would be
thinking about how changes in price would influence sales. Price would be an independent
variable and sales would be a dependent variable.

17. Explain kurtosis and skewness

Ans: Skewness and kurtosis are statistical measures that describe the
shape of a distribution in research:
​ Skewness
​ Measures the asymmetry of a distribution, or how much the data deviates from a
symmetrical bell curve. A distribution with zero skewness is symmetrical, meaning the left
and right sides are mirror images. Positive skewness means the right tail is longer, while
negative skewness means the left tail is longer.

There are three types of skewness:

● Right skew: Also known as positive skew, this is when the distribution is longer on the
right side of its peak. The mean of positively skewed data is greater than the median.
●
● Left skew: Also known as negative skew, this is when the distribution is longer on the
left side of its peak. The mean of negatively skewed data is less than the median.
 ●
● Zero skew: This is when the distribution is symmetrical, with values evenly centered
around the mean. The mean, median, and mode are all at the center point
​
​ Kurtosis
​ Measures the tailedness of a distribution, or how heavy the tails are relative to a normal
distribution. Kurtosis measures the distribution's peak and the weight of its tails. A
dataset can have high kurtosis with many outliers but still be symmetrical and have zero
skewness.

There are three types of kurtosis:

● Mesokurtosis: This is when the excess kurtosis is 0. Normal distributions are

mesokurtic.
●
● Platykurtosis: This is when the excess kurtosis is negative. Platykurtic distributions
have thin tails, meaning they have few outliers.
●
● Leptokurtosis: This is when the excess kurtosis is positive. Leptokurtic distributions
have fat tails, meaning they have many outliers.
​

Skewness and kurtosis are both important measures of a distribution's shape,

but they capture different aspects of the data. Researchers look for skewness
and kurtosis when analyzing data or doing exploratory data analysis.

18. What do you understand by primary data, explain methods of collecting primary data.
ANS.

-refers to the original data that is collected firsthand by the researcher or research
team for a specific research project or purpose.
 -It is gathered directly from the source or through direct interaction with individuals,
organizations, or phenomena under study.
- Primary data is unique to the particular research study and is not previously
published or available in any existing sources.
-It is collected with the specific research objectives and questions in mind.
Primary data can be collected through various methods, such as surveys, interviews,
observations, experiments, and focus groups.
-The researcher has control over the data collection process and can tailor the
methods and instruments to gather the required information.

1. Depth interview: One-on-one interviews that probe and elicit detailed answers to
questions, often using clinical nondirective techniques to uncover hidden motivations.
-used by marketing researchers when direct questioning is impractical, more
costly, or less accurate. These techniques generally referred to as Qualitative
research.

2. Focus group: Focus group discussions (FGDs) are a qualitative research method
that involves a small group of individuals (typically 6-10 participants) who engage in a
facilitated discussion on a specific topic or research question. FGDs aim to generate
insights, perspectives, and in-depth understanding of participants’ opinions, attitudes,
beliefs, and experiences related to the research topic.

3. Survey: research technique that involves collecting data from a sample of

individuals through the administration of standardized questionnaires or surveys.
Surveys are widely used in social sciences, market research, and various fields to
gather information, measure attitudes or behaviors, and make statistical inferences
about a larger population.

Types of Surveys:
There are mainly 4 methods by which we can collect data through the Survey Method
a. Telephonic Interview
b. Personal Interview
c. Mail Interview
d. Computer or Internet or Electronic Interview

4. Observation: involves systematically observing and recording behaviors, events, or

phenomena in their natural settings without intervening or manipulating the variables
being studied. It is a research technique used to gather firsthand information about
real-time behaviors and interactions.

A key advantage of observation research is that often the respondent or consumer is

unaware that they are being observed, allowing their behavior to be observed
naturally.
 5. Experimentation: Experimental research allows a researcher to control the
research situation so that causal relationships among variables may be evaluated.
The experimenter manipulates one or more independent variables and holds
constant all other possible independent variables while observing effects on
dependent variable(s). Events may be controlled in an experiment to a degree that is
simply not possible in a survey

Examples
i. The effect of price changes on sales volume of a particular product can be
examined by actually varying the price of the product

Three types of Experimental research:

a. Laboratory Experiments –
b. Field Experiments
c. Continuous research

19. Different types of data-collecting methods

ANS.
Data Collection: Conduct primary research to gather data.
This can be done through a combination of qualitative and quantitative methods:
a. Qualitative Research:
Conduct focus group discussions.
in-depth interviews with consumers to explore their perceptions, attitudes, and
preferences regarding bottled water.
This will provide insights into their trust in the Bisleri brand and the factors that
contribute to it.

b. Quantitative Research:
Administer surveys or questionnaires to a larger sample of consumers to gather
quantitative data on their awareness, perceptions, and behaviors related to bottled
water and the Bisleri brand. This will allow for statistical analysis and measurement of
consumer sentiments and preferences.
 20. Different types of research design
ANS.

a) Exploratory research
b) Descriptive research
c) Causal research

21. Important projective techniques

ANS.
Projective techniques are useful because people tend to have limited understanding
of their own behavior; likewise, people often have difficulty articulating their
motivations and desires. While direct questioning works well most of the time,
sometimes market researchers want to investigate consumers’ deeper values and
beliefs. In such cases, projective techniques are typically used in conjunction with
direct questioning in qualitative research.
The following general categories of projective techniques are described: association,
completion, construction and expression.

22. Features of marketing research

ANS,

1. Continuous process: Marketing research is not only continuous but also a scientific and
systematic process. It is scientific and systematic because it has well-defined procedures. It
is a process of generating and evaluating data, and then refining it. It is professionally
organized. It is a continuous process because every firm is faced with problems and
opportunities.

2. Wide scope: Marketing is a specialized activity. It encompasses several functions. Thus,

marketing research has a wide scope. It includes product research, market research,
consumer research, promotion research, international market research, price research and
distribution research.

3. Aid to decision-making: It helps the managers take practical decisions. Decisions based
on experience and research is better than decisions based on intuition. Functions such as
description, evaluation, explanation and

prediction by the marketing researcher help in practical decision-making. Thus, it an

essential tool not only for marketing managers but also for other functional managers.

4. Uncertainty of conclusions: Consumer is the focal point of marketing research. However,

consumer behaviour is difficult to judge precisely. It is not a physical science, but social
science. Due to this inherent nature, it suffers from certain levels of inaccuracy.

5. Applied research: Marketing research is not a fundamental research because it does not
reveal conceptual aspects. It is an applied research, as it begins with defining or identifying a
problem or opportunity, and ends with a follow-up of recommendations made from research.
Moreover, it is related to the commercial aspects.
 6. Commercial intelligence: Marketing research is equivalent of military intelligence. It
provides vital insights and information of product, price, place and promotional aspects. It is
the soul of modem marketing management.

7. Statistical tools: Various mathematical and statistical tools are used for data analysis and
interpretation. Percentages, ratios, averages, z-test, t-test, chi-square tests, etc. are used for
presentation and interpretation of findings. The use of computer software has made it more
convenient for in-depth analysis, cross-sectional studies, detection of errors in sampling and
questionnaires.

8. Research approaches: A researcher has several options of research methodology.

Methods include the field survey method, the observation method and the experimental
research. The choice depends on factors such as time availability, funds, number of
respondents to be covered, location of respondents and literacy levels.

9. Links a company to the consumers and public: Marketing research is a function that links
a company to the consumers, customers and public, through information. It evaluates
marketing actions, marketing performances and marketing processes. This evaluation
results in collection of information that brings company closer to its customer and society.

23. Six categories of new product research

Short notes
1. Sampling type all
https://byjus.com/maths/sampling-methods/
2. Survey types (REF Q15)
3.