Sample questions. Source: Marketing Analytics A Practitioner’s Guide to Marketing Analytics and Research Methods.




Exercise 28




    Exhibit: Coca-Cola Boxer and Hilltop advertisements.

  1. In context of the Boxer and Hilltop Coca-Cola advertisements, which of the below observations are correct:


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  2. A relatively large sample is required to reliably estimate the sales of FMCG brands in China because:


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  3. Exhibit: Purchasing behaviour of homes on St. John's island.

  4. There are 3 homes on St John's island, and apples and oranges are the only fruits available on the island. Based on their purchasing behaviour, as shown above, answer the following questions.






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  5. Which of these statements, pertaining to the internet, is false:


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  6. Exhibit: Customer satisfaction results for Joka Air, a premium full service airline. Derived importance of service attribute (vertical axis) and satisfaction rating of the airline (top 2 boxes, horizontal axis).

  7. Joka Air's strategy is to offer premium services at a premium price. Based on the results depicted in the above exhibit, the airline should take the following action:


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  8. Cultured Milk is numerically distributed in 60% of mini-markets in Singapore. There are only 2 brands, Yakult and Vitagen. Yakult has numeric distribution of 60% and Vitagen has numeric distribution of 40%. In addition, Vitagen handlers' share of market value is one-third (33.3%) of total cultured milk sales.

  9. What is the weighted distribution of Yakult in mini-markets:




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  10. How many times greater are the sales($) in those outlets that only carry Yakult versus those outlets that both Yakult and Vitagen?




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  11. How many times greater are the cultured milk sales($)/store in those outlets that only carry Yakult versus those outlets that carry both Yakult and Vitagen?




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  12. Exhibit: 'How do you like your Vegemite?' campaign.
    In 2008, Kraft conducted the 'How do you like your Vegemite?' depicted in the above exhibit. The campaign generated enormous buzz, revived interest in the brand, raised brand affinity, re-invigorated sales and yielded over 300,000 submissions. Insights from this campaign led to the launch of a new blended variant - mixing Philadelphia Cream Cheese with Vegemite.

  13. Which of the following accurately reflects the nature of this campaign:


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  14. In November 1998 when Carrefour entered the Singapore market, the retailer priced Lamsoon's Knife cooking oil below purchase price. The hypermarket was using this product as a:


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  15. Exhibit: Purchase Basket of Horlicks - Break-up of volume (kg).

  16. Hot beverages is a "super category" comprising of coffee, tea and malt drinks like Milo and Horlicks. The above exhibit depicts the purchase basket of Horlicks within hot beverages as well as within malt drinks. Based on this information we may conclude:


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  17. Compute the brand loyalty of Horlicks.






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  18. Which of the following are advantages of qualitative research:


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  19. Which of the following statements is false:


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  20. Exhibit: "Embrace Life - Always wear your seat belt" campaign.

  21. The "Embrace Life - Always wear your seat belt" campaign by The Sussex Safer Roads Partnership makes use of the following mechanisms:


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  22. AttributesLevelsPart-WorthImportanceRelative Importance %
    BrandAirMaster4.79.433.6
    Kunst-4.7
    Capacity16000.30.62.1
    1500-0.3
    Oil ChangeLong3.36.623.6
    Medium-3.3
    Life Span51.22.48.6
    3-1.2
    EfficiencyAverage0.513.6
    High-0.5
    Price2002.5828.6
    3501.5
    500-4
    Total28100

    Table: Results of a Conjoint Analysis study for Vacuum Pumps. (Average for all respondents).

  23. Based on the results (above table) of a conjoint analysis study, one may conclude that:


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  24. A technological innovation provides the flexibility for the Kunst team to either:
    Option 1: decrease their pump price from $ 350 to $ 200 or
    Option 2: increase its efficiency from Average to High.
    Whichever option the team chooses, the absolute profit per pump in dollars will remain unchanged. Based on this information provided, we can conclude:


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  25. DumexEnfalacLactogenMamexNan 1S26SimilacAvg
    Does not cause allergy12125822251914.7
    Does not causes diarrhoea161571122292017.1
    Helps baby's brain development11126617281914.1
    Gives Immunity10106818271713.7
    Does not causes constipation13136823232015.1
    Good for the heart10105418231612.3
    Easier to digest14128722282015.9
    Not too heaty12136922221914.7
    Good for my baby's vision10125614221512
    Premium Quality12154623362417.1
    Value for money20115922231715.3
    A name mothers trust20183927382720.3
    Dissolves more easily151681223312218.1
    Closest to breast milk6103621222012.6
    Average For Brand12.912.85.57.82126.919.615.2

    Table: Image ratings (top 2 box %) for some infant formula brands.

  26. Based on the above table compute the image profile score for Nan 1, for the attribute Gives Immunity.




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  27. Based on the above table we may conclude that:


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  28. The best way to measure Consumer attitudes to a brand is:


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  29. Table: Cross elasticities and price elasticities.

  30. Joka Air is a premium full service carrier. The above chart provides a relationship between Joka's market share (% of seats) and price ($) over a travel route. The airline is currently charging a fare of $3,600. Assuming the total market volume (total passengers) does not change you can conclude:


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  31. Compute the price elasticity of demand for Joka Air at its current price point:




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  32. If a product is able to support higher pricing and profit margins than others in the category, this is a sign that:


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  33. The appropriate data/research to measure consumer acceptance of a new product that is sold in an innovative new package type is:


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