1. When researchers use statistical techniques to summarize and describe the main features of a dataset, they are performing:
A. Inferential analysis.
B. Primary data collection.
C. Descriptive analysis.
D. Exploratory analysis.
2. When designing a questionnaire, the principle of ‘mutually exclusive’ for response options means that:
A. All options must be worded identically.
B. Each respondent can select only one answer.
C. The options should cover all possible responses.
D. Respondents should provide detailed explanations for their choices.
3. Which of the following is an example of a ‘measurement’ activity in marketing research?
A. Conducting a focus group.
B. Designing the sampling frame.
C. Developing a Likert scale to measure customer satisfaction.
D. Coding qualitative interview responses.
4. The process of translating raw data into a format that can be analyzed is known as:
A. Sampling.
B. Data processing.
C. Research design.
D. Data interpretation.
5. Which of the following is a key characteristic of a probability sample?
A. Every member of the target population has an unknown chance of being selected.
B. The selection of each member is based on convenience.
C. Every member of the target population has a known, non-zero chance of being selected.
D. The sample is selected without any systematic procedure.
6. When considering primary data collection, what is the primary purpose of defining the research objectives clearly?
A. To make the final report look more comprehensive.
B. To guide the selection of appropriate research methodologies and data sources.
C. To increase the complexity of the research design.
D. To ensure the data collected is always statistically significant.
7. Which of the following is a potential advantage of using secondary data in marketing research?
A. It is always perfectly relevant to the current research problem.
B. It is typically more expensive than primary data.
C. It can be obtained quickly and at a lower cost.
D. It offers unique insights not available elsewhere.
8. According to Chapter 2 of Marketing Research, which of the following is the most fundamental reason for conducting marketing research?
A. To impress stakeholders with detailed reports.
B. To fulfill academic requirements.
C. To reduce uncertainty in decision-making.
D. To generate new product ideas without validation.
9. Which step in the marketing research process involves defining the problem and the research objectives?
A. Data analysis.
B. Report preparation.
C. Problem definition and research design.
D. Data collection.
10. Exploratory research is often characterized by its flexibility and unstructured nature. Which of the following is a common method used in exploratory research?
A. Large-scale consumer surveys.
B. Controlled experiments.
C. In-depth interviews and focus groups.
D. Analysis of sales data.
11. Which type of research design is best suited for understanding cause-and-effect relationships between marketing variables?
A. Exploratory research.
B. Descriptive research.
C. Causal research.
D. Qualitative research.
12. What is the primary goal of the ‘problem definition’ stage in marketing research?
A. To gather as much data as possible, regardless of relevance.
B. To clearly and precisely state the problem to be investigated.
C. To immediately jump into data collection methods.
D. To write the final research report.
13. Which of the following is a key component of the ‘research design’ in marketing research?
A. The final presentation of findings.
B. The budget allocation for the project.
C. The plan for collecting and analyzing data.
D. The executive summary of the report.
14. In marketing research, secondary data refers to:
A. Data collected directly from consumers through surveys.
B. Information previously collected for purposes other than the current research.
C. Data generated from controlled experiments.
D. Information gathered through direct observation of consumer behavior.
15. Which of the following is a critical consideration when developing a questionnaire for primary data collection?
A. Using highly technical jargon to ensure accuracy.
B. Ensuring questions are clear, unambiguous, and unbiased.
C. Including as many questions as possible to gather extensive data.
D. Making response options overly broad to capture all possibilities.
16. A researcher decides to interview the first 50 people they encounter at a shopping mall. This sampling method is an example of:
A. Stratified sampling.
B. Simple random sampling.
C. Convenience sampling.
D. Cluster sampling.
17. When a researcher decides to use a survey to gather information about consumer preferences, they are primarily addressing which part of the research design?
A. Sampling plan.
B. Data analysis techniques.
C. Research approach.
D. Measurement and questionnaire design.
18. When a marketing research objective is to describe the characteristics of a target market, such as age, income, and purchasing habits, what type of research design is most appropriate?
A. Causal research.
B. Exploratory research.
C. Descriptive research.
D. Experimental research.
19. A researcher wants to understand the underlying attitudes and motivations of consumers towards a new product. Which research approach would be most suitable?
A. Quantitative research.
B. Descriptive research.
C. Causal research.
D. Qualitative research.
20. A researcher is investigating the impact of a new advertising campaign on sales. To establish causality, they need to ensure that:
A. The advertising campaign is highly creative.
B. Sales are correlated with the advertising campaign.
C. The advertising campaign precedes the change in sales and other potential causes are controlled.
D. Consumers are aware of the advertising campaign.
21. Which research approach would be most suitable for understanding customer attitudes and perceptions towards a new product concept?
A. Causal research focusing on sales impact.
B. Descriptive research to quantify market share.
C. Exploratory research to uncover underlying feelings and opinions.
D. Experimental research to test price elasticity.
22. Which of the following is NOT considered a source of secondary data?
A. Internal company sales reports.
B. Government publications.
C. Customer surveys conducted by the research team.
D. Industry trade association data.
23. Which statement best defines a ‘marketing research problem’?
A. A broad issue faced by management that needs marketing action.
B. A statement of what the research aims to discover or achieve, guiding the research process.
C. A hypothesis that is tested through empirical data collection.
D. The specific method used to collect data from respondents.
24. A research proposal typically includes all of the following EXCEPT:
A. Background of the problem.
B. Detailed results of the study.
C. Research objectives and questions.
D. Methodology and timeline.
25. In the context of research design, what does ‘specificity’ refer to?
A. The researcher’s deep knowledge of the subject matter.
B. The degree to which research objectives are precisely formulated and measurable.
C. The use of highly specialized statistical techniques.
D. The focus on a very narrow demographic segment.
26. In marketing research, what is the primary purpose of defining the research problem?
A. To ensure the research findings are statistically significant.
B. To guide the selection of appropriate research methodologies and data collection techniques.
C. To increase the sample size for greater generalizability.
D. To focus on secondary data sources for cost-efficiency.
27. A researcher is designing a study to measure the brand awareness of a specific product in a particular region. This is an example of:
A. Exploratory research.
B. Descriptive research.
C. Causal research.
D. Confirmatory research.
28. When a marketing researcher identifies that the problem is to understand the declining sales of a particular product, this is an example of:
A. Defining the research design.
B. Formulating a research hypothesis.
C. Identifying the management problem and translating it into a marketing research problem.
D. Selecting the sampling method.
29. When a marketing researcher conducts a pilot study, what is the primary objective?
A. To gather final conclusive data.
B. To test and refine research instruments and procedures before the main study.
C. To establish a causal relationship between variables.
D. To analyze a large dataset for trends.
30. What is a key advantage of primary data collection?
A. It is always less expensive than secondary data.
B. It is specifically collected for the current research problem.
C. It is always more accurate than secondary data.
D. It is readily available and requires no effort to obtain.
31. When is the use of exploratory research most appropriate?
A. When the research objectives are clearly defined and specific.
B. When the researcher needs to quantify the size of a market segment.
C. When the problem is broad and needs clarification or hypothesis generation.
D. When a definitive cause-and-effect relationship needs to be established.
32. Which of the following best describes the role of a research objective in a marketing research project?
A. A broad statement of the overall research goal.
B. A specific, measurable, achievable, relevant, and time-bound (SMART) statement of what the research aims to accomplish.
C. A list of potential respondents for the study.
D. A preliminary hypothesis that needs to be tested.
33. What is the main characteristic of descriptive research?
A. It aims to establish cause-and-effect relationships.
B. It seeks to describe market characteristics or functions.
C. It is used to test specific hypotheses about relationships between variables.
D. It involves in-depth interviews with a small number of respondents.
34. Which type of research is typically used to explore the problem and gain a better understanding of underlying issues?
A. Descriptive research.
B. Causal research.
C. Exploratory research.
D. Conclusive research.
35. When a researcher uses a questionnaire to determine the percentage of consumers who prefer Brand A over Brand B, they are employing:
A. Exploratory research.
B. Causal research.
C. Descriptive research.
D. Qualitative research.
36. Which of the following is an example of primary data?
A. A government census report.
B. A published market research study from a reputable firm.
C. Data collected from a survey conducted by the researcher.
D. Information from a company’s internal sales records.
37. Causal research is primarily concerned with:
A. Identifying customer preferences.
B. Understanding the relationship between two or more variables, specifically cause and effect.
C. Gathering information about a specific target market.
D. Generating new product ideas.
38. A marketing manager wants to know if a price increase will lead to a decrease in sales volume. This requires:
A. Exploratory research to understand price sensitivity.
B. Descriptive research to report current sales.
C. Causal research to establish the relationship between price and sales.
D. Focus group research to discuss pricing strategies.
39. What is the most significant challenge when using secondary data?
A. It is too expensive to access.
B. It is always outdated and irrelevant.
C. It may not perfectly match the researcher’s specific needs or be of adequate quality.
D. It requires extensive primary data collection to validate.
40. What is the primary role of secondary data in marketing research?
A. To provide completely new insights not available elsewhere.
B. To be the sole source of information for all research projects.
C. To offer a cost-effective and readily available starting point for research.
D. To always be more accurate than primary data.
41. In marketing research, what is the primary goal of causal research?
A. To identify consumer preferences.
B. To discover new market opportunities.
C. To establish cause-and-effect relationships between variables.
D. To understand the underlying reasons for a phenomenon.
42. Which statement best defines the purpose of descriptive research?
A. To test hypotheses about cause-and-effect relationships.
B. To explore a problem and develop initial insights.
C. To describe the characteristics of a population or phenomenon.
D. To establish a direct causal link between two variables.
43. Which of the following is NOT a typical objective of exploratory research?
A. To generate hypotheses.
B. To clarify a marketing problem.
C. To provide statistically significant findings.
D. To gain a better understanding of a phenomenon.
44. Which of the following is a common method used in exploratory research to gain insights from experts or individuals with specialized knowledge?
A. Surveys with large sample sizes
B. Focus groups and in-depth interviews
C. Controlled experiments
D. Statistical analysis of sales data
45. In the context of marketing research, which of the following best describes the primary purpose of exploratory research?
A. To provide conclusive evidence to support a particular decision.
B. To quantify the attitudes and behaviors of a target market.
C. To gain initial insights, discover ideas, and formulate hypotheses.
D. To measure the effectiveness of a marketing campaign.
46. Which of the following is a key characteristic of conclusive research?
A. Flexibility and unstructured approach
B. Focus on hypothesis generation
C. Structured and formal approach
D. Small sample sizes and qualitative data
47. Which of the following is a key characteristic of quantitative research?
A. Focus on in-depth understanding of opinions and motivations.
B. Use of non-numerical data such as interviews and focus groups.
C. Emphasis on numerical data and statistical analysis.
D. Flexible and unstructured data collection methods.
48. A company conducts a survey to measure customer satisfaction levels with its products. This is an example of:
A. Exploratory research
B. Causal research
C. Descriptive research
D. Experimental research
49. A marketing manager wants to understand consumer perceptions of a new product concept before investing heavily in development. What type of research would be most suitable?
A. Causal research
B. Descriptive research
C. Exploratory research
D. Correlational research
50. Which of the following is a common limitation of exploratory research?
A. It provides conclusive evidence.
B. It is overly structured.
C. Its findings are often not generalizable.
D. It is too expensive to conduct.
51. When a marketing researcher aims to describe the characteristics of a population, such as the demographics of smartphone users, they are most likely employing which research design?
A. Experimental research
B. Descriptive research
C. Conclusive research
D. Exploratory research
52. A marketing team is testing the impact of different pricing strategies on sales volume. This experiment is an example of which research design?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Panel research
53. Which research approach is most suitable for understanding the ‘why’ behind consumer behavior, such as the motivations for brand loyalty?
A. Quantitative research
B. Descriptive research
C. Causal research
D. Qualitative research
54. A company wants to test if a new advertisement increases brand recall. They show the ad to one group of consumers and a placebo ad to another group, then measure recall. This is an example of:
A. Descriptive research
B. Exploratory research
C. Causal research
D. Survey research
55. A marketing researcher is tasked with identifying the key factors that influence purchase decisions for luxury cars. Which research approach would be most effective for gaining a deep understanding of these factors?
A. Quantitative survey research
B. Experimental design
C. Qualitative in-depth interviews
D. Secondary data analysis
56. When a researcher conducts a survey to understand customer preferences for different product features, they are typically engaged in:
A. Causal research
B. Exploratory research
C. Descriptive research
D. Experimental research
57. A researcher is analyzing existing sales data to identify trends and patterns. This falls under which category of research?
A. Primary research
B. Secondary research
C. Experimental research
D. Field research
58. Which type of research design is characterized by its flexibility and is often used when the research problem is not well-defined?
A. Descriptive research
B. Causal research
C. Exploratory research
D. Conclusive research
59. A marketing research study that aims to determine the market share of a particular brand is an example of:
A. Exploratory research
B. Causal research
C. Descriptive research
D. Experimental research
60. A marketing researcher wants to determine if there is a statistically significant relationship between advertising spend and sales revenue. Which research design is most appropriate?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
61. A researcher is designing a survey to measure customer satisfaction. The survey includes questions about product quality, customer service, and price. This is an example of:
A. Exploratory research design.
B. Descriptive research design.
C. Causal research design.
D. Conclusive research design.
62. Descriptive research is primarily used to:
A. Establish cause-and-effect relationships between variables.
B. Describe the characteristics of a population or phenomenon.
C. Generate hypotheses for further testing.
D. Explore unstructured problems.
63. In a marketing research project, the research problem definition is crucial because:
A. It directly dictates the sampling method.
B. It guides the entire research process, from design to analysis.
C. It determines the final presentation of findings.
D. It is the only step requiring secondary data.
64. The ‘problem definition’ in marketing research encompasses:
A. Only the managerial problem.
B. Only the marketing research problem.
C. Both the managerial problem and the marketing research problem.
D. The final data analysis plan.
65. Which of the following is a potential disadvantage of using secondary data?
A. It is always readily available.
B. It can be collected quickly and inexpensively.
C. It may not be specific enough for the research objectives.
D. It always provides a complete picture of the market.
66. What is the primary purpose of defining ‘information needs’ in the research design phase?
A. To select the most expensive data collection method.
B. To ensure that the data collected will be relevant and sufficient to address the research objectives.
C. To finalize the sampling frame.
D. To determine the budget for the research.
67. Which of the following is a key consideration when evaluating the quality of secondary data?
A. The cost of data acquisition.
B. The ease of data manipulation.
C. The reliability and accuracy of the data source.
D. The visual appeal of the data presentation.
68. The process of selecting a sample from a larger population is called:
A. Data analysis
B. Sampling
C. Research design
D. Problem formulation
69. Exploratory research is typically characterized by:
A. A structured questionnaire administered to a large sample.
B. Pre-planned, rigid research designs.
C. Flexibility and discovery, often involving qualitative methods.
D. Quantification of findings and statistical analysis.
70. A marketing research design that involves observing consumer behavior in a natural setting without intervention is known as:
A. Survey research
B. Experimental research
C. Ethnographic research
D. Focus group research
71. In marketing research, which of the following best describes the primary function of a research design?
A. To collect secondary data from existing databases.
B. To plan the sampling methodology for a survey.
C. To specify the methods and procedures for collecting and analyzing the information needed to resolve the marketing research problem.
D. To develop the final marketing strategy based on research findings.
72. When a researcher conducts a pilot study, the primary goal is to:
A. Collect final, publishable data.
B. Test and refine the research instruments and procedures.
C. Generalize findings to the entire target population.
D. Exclusively use secondary data sources.
73. A researcher wants to understand consumer attitudes towards a new product concept. Which research approach would be most suitable for initial exploration?
A. A large-scale quantitative survey.
B. An experimental design with controlled variables.
C. In-depth interviews or focus groups.
D. Analysis of historical sales data.
74. The choice between qualitative and quantitative research depends heavily on:
A. The researcher’s personal preference.
B. The availability of budget only.
C. The nature of the research problem and the type of information needed.
D. The number of competitors in the market.
75. Which of the following is an example of primary data?
A. A published industry report on market trends.
B. Government census data.
C. Results from a customer satisfaction survey conducted by the company.
D. A competitor’s annual financial statement.
76. Which of the following is a common characteristic of secondary data?
A. It is collected specifically for the current research project.
B. It is usually more expensive to obtain than primary data.
C. It has already been collected for purposes other than the current research.
D. It always guarantees accuracy and relevance.
77. Which type of research design is most appropriate for determining if there is a causal relationship between advertising expenditure and sales?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
78. In the context of research design, ‘bias’ refers to:
A. The systematic error introduced into a random sample.
B. The tendency of a research instrument to measure consistently.
C. The extent to which the research results reflect the true state of affairs.
D. The fluctuation in sampling due to random chance.
79. Which of the following statements best defines a ‘marketing research objective’?
A. A broad statement of the overall research goal.
B. A specific, measurable, achievable, relevant, and time-bound (SMART) statement of what the research aims to discover or verify.
C. The managerial problem that the research is intended to solve.
D. The hypotheses to be tested during the research process.
80. A marketing researcher is using internal company sales records to understand past sales performance. This is an example of:
A. Primary data collection through observation.
B. Secondary data collection from internal sources.
C. Primary data collection through surveys.
D. Secondary data collection from external sources.
81. What is the primary advantage of using secondary data in marketing research?
A. It is always up-to-date and perfectly matches research needs.
B. It is readily available and generally less expensive than primary data.
C. It offers direct insights into specific consumer behaviors.
D. It guarantees the accuracy and validity of all findings.
82. When a researcher manipulates one or more variables to observe their effect on another variable, this is known as:
A. Surveys
B. Observation
C. Experimentation
D. Focus groups
83. When a marketing researcher needs to identify the causes of a problem or specific relationships between variables, what type of research design is most appropriate?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Secondary research
84. What is the main purpose of a research proposal?
A. To analyze the collected data.
B. To present the final research findings.
C. To outline the research plan and objectives to stakeholders.
D. To recruit participants for the study.
85. What is the primary difference between a probability sample and a non-probability sample?
A. Probability samples are always larger than non-probability samples.
B. In probability samples, every member of the population has a known, non-zero chance of being selected.
C. Non-probability samples are always more accurate.
D. Probability samples are used only for qualitative research.
86. Which of the following is the primary goal of exploratory research in marketing research?
A. To provide conclusive evidence for a particular decision.
B. To determine the market share of a product.
C. To generate initial hypotheses and gain a better understanding of a problem.
D. To measure the effectiveness of a marketing campaign.
87. Which research approach relies heavily on numerical data and statistical analysis to describe market characteristics or phenomena?
A. Qualitative research
B. Quantitative research
C. Exploratory research
D. Ethnographic research
88. What is the main challenge associated with online surveys?
A. High cost of distribution.
B. Difficulty in reaching a broad audience.
C. Low response rates and potential for sampling bias.
D. Inability to collect demographic data.
89. A marketing manager wants to understand the underlying motivations and feelings of consumers towards a new product concept. Which research method would be most effective for this purpose?
A. Online survey
B. Focus group discussion
C. Scanner data analysis
D. Experimental design
90. Which sampling method involves selecting participants based on their availability and willingness to participate?
A. Stratified random sampling
B. Systematic sampling
C. Convenience sampling
D. Cluster sampling
91. Which of the following is a disadvantage of using focus groups?
A. They are too expensive to conduct.
B. They can be influenced by dominant personalities or groupthink.
C. They do not provide rich qualitative data.
D. They are difficult to schedule and manage.
92. Which of the following is an example of primary data?
A. A published industry report.
B. Sales data from a competitor’s website.
C. Results from a customer satisfaction survey conducted by the company.
D. An article in a marketing journal.
93. What is the main difference between a cross-sectional study and a longitudinal study?
A. Cross-sectional studies collect data at one point in time, while longitudinal studies collect data over an extended period.
B. Longitudinal studies are always more expensive than cross-sectional studies.
C. Cross-sectional studies are used to establish causality, while longitudinal studies describe trends.
D. Longitudinal studies use qualitative methods, while cross-sectional studies use quantitative methods.
94. When a researcher observes consumer behavior in a natural setting, such as a supermarket, what type of research is being conducted?
A. Experimental research
B. Survey research
C. Observational research
D. Causal research
95. When designing a questionnaire, what is the most important consideration for question wording?
A. Using technical jargon to sound professional.
B. Keeping questions brief and unambiguous.
C. Asking leading questions to guide respondents.
D. Including multiple questions in a single item.
96. Which of the following is a common method for collecting primary data in marketing research?
A. Analyzing competitor annual reports.
B. Reviewing government census data.
C. Conducting interviews with target consumers.
D. Reading industry trade publications.
97. A company conducts a survey asking customers to rate their satisfaction on a scale from 1 to 5. This type of data collection is an example of:
A. Projective techniques
B. Observational research
C. Survey research
D. Content analysis
98. What is the main purpose of defining the research problem clearly at the outset of a marketing research project?
A. To ensure the research is completed quickly.
B. To guide the entire research process and ensure relevance.
C. To impress the client with the complexity of the issue.
D. To minimize the need for data analysis.
99. Which type of research is primarily used to gain an understanding of underlying reasons, opinions, and motivations?
A. Descriptive research
B. Quantitative research
C. Causal research
D. Qualitative research
100. Which of the following is a key characteristic of descriptive research?
A. It aims to establish cause-and-effect relationships.
B. It focuses on generating hypotheses and exploring new ideas.
C. It describes market characteristics or functions.
D. It uses in-depth interviews to uncover hidden motivations.
