1. Which marketing research problem is best addressed by a causal research design?
A. Understanding the demographic profile of current customers.
B. Exploring consumer perceptions of a new brand name.
C. Determining if an increase in advertising expenditure leads to an increase in sales.
D. Identifying potential new market segments.
2. What is a common disadvantage of using online surveys?
A. High cost of data collection.
B. Limited geographic reach.
C. Potential for low response rates and non-response bias.
D. Difficulty in collecting quantitative data.
3. Which of the following is the primary purpose of exploratory research in marketing research?
A. To determine the market share of a new product.
B. To identify and define marketing problems or opportunities.
C. To measure the effectiveness of a marketing campaign.
D. To forecast future sales volume.
4. When a researcher wants to establish cause-and-effect relationships between variables, which research approach is most suitable?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
5. What is the primary role of a marketing research report?
A. To collect raw data from the field.
B. To interpret and communicate research findings to decision-makers.
C. To design the research methodology.
D. To conduct statistical analysis on the data.
6. What is the main purpose of pre-testing a questionnaire?
A. To ensure the questionnaire is too long.
B. To identify and correct any ambiguities, errors, or difficulties in the questions.
C. To determine the final sample size.
D. To analyze the collected data.
7. Which of the following is a method of qualitative data collection?
A. Online survey
B. Focus group
C. Scanner data
D. Sales reports
8. Which of the following is an example of a demographic variable?
A. Brand loyalty
B. Income
C. Lifestyle
D. Psychographic profile
9. What is the primary advantage of using observation as a data collection method?
A. It allows for in-depth understanding of motivations.
B. It can capture behavior as it occurs, without relying on respondent recall.
C. It is always less expensive than surveys.
D. It guarantees unbiased responses from participants.
10. What is the main goal of sampling in marketing research?
A. To collect data from every single member of the target population.
B. To reduce the cost and time of data collection by studying a subset of the population.
C. To ensure that all respondents are identical in their characteristics.
D. To eliminate the need for data analysis.
11. What is the term for the extent to which a measurement tool accurately measures what it is intended to measure?
A. Reliability
B. Validity
C. Objectivity
D. Bias
12. Which sampling method involves selecting every nth person from a list or database?
A. Simple random sampling
B. Stratified sampling
C. Systematic sampling
D. Cluster sampling
13. Which of the following is an example of a psychographic variable?
A. Age
B. Gender
C. Hobbies and interests
D. Education level
14. A marketing researcher wants to understand consumer attitudes towards a new eco-friendly packaging. Which research design would be most appropriate for this objective?
A. Causal research
B. Descriptive research
C. Exploratory research
D. Experimental research
15. In a conjoint analysis, what does a researcher aim to determine?
A. The overall market demand for a product.
B. The relative importance consumers place on different product attributes.
C. The most effective advertising channel.
D. The optimal price point for a product.
16. When a researcher must decide whether to use a census or a sample, what is the primary consideration?
A. The availability of statistical software.
B. The time and cost constraints, and the desired level of accuracy.
C. The personal preference of the researcher.
D. The complexity of the marketing problem.
17. Which of the following is a key characteristic of qualitative research?
A. Focus on numerical data and statistical analysis.
B. Objective measurement and hypothesis testing.
C. Exploration of underlying reasons, opinions, and motivations.
D. Large sample sizes for generalizability.
18. Which type of question in a survey is best for measuring attitudes or opinions on a scale?
A. Open-ended question
B. Dichotomous question
C. Likert scale question
D. Multiple-choice question
19. What is the main difference between primary and secondary data in marketing research?
A. Primary data is collected from internal sources, while secondary data is from external sources.
B. Primary data is collected for the specific research purpose, while secondary data has been collected for other purposes.
C. Primary data is always quantitative, while secondary data is always qualitative.
D. Primary data is more expensive to collect than secondary data, but always more accurate.
20. What is a key consideration when selecting a sampling frame?
A. It must be the most expensive list available.
B. It must accurately represent the target population.
C. It should include as many non-target individuals as possible.
D. It should be difficult to access.
21. What does ‘validity’ refer to in the context of marketing research instruments?
A. The consistency of measurements over time.
B. The extent to which the instrument measures what it is intended to measure.
C. The ease of administering the instrument.
D. The cost of developing the instrument.
22. When designing a questionnaire, it is generally recommended to:
A. Use complex jargon and technical terms.
B. Ask multiple questions in a single item.
C. Use clear, concise, and unambiguous language.
D. Make questions as long and detailed as possible.
23. When a researcher asks respondents to identify the first brand that comes to mind when thinking about a product category, they are likely measuring:
A. Brand Equity
B. Top-of-Mind Awareness (TOMA)
C. Brand Loyalty
D. Brand Positioning
24. What is the primary advantage of using focus groups in marketing research?
A. Ability to generalize findings to the entire population.
B. Generation of rich, in-depth qualitative data through interaction.
C. Cost-effectiveness compared to surveys.
D. Quantitative measurement of consumer preferences.
25. What is the main disadvantage of using online surveys?
A. High cost of data collection.
B. Difficulty in reaching a diverse audience.
C. Potential for sampling bias and lack of respondent control.
D. Inability to include visual elements.
26. When a sample accurately reflects the characteristics of the population from which it was drawn, it is said to have:
A. Reliability
B. Bias
C. Representativeness
D. Validity
27. A researcher wants to measure consumer attitudes towards a new product. Which type of research design would be most appropriate for this objective?
A. Exploratory Research
B. Descriptive Research
C. Causal Research
D. Experimental Research
28. What is the term for the process of selecting a subset of individuals from a larger population for a study?
A. Data Collection
B. Data Analysis
C. Sampling
D. Research Design
29. What is the primary goal of segmentation in marketing research?
A. To create a single marketing message for all customers.
B. To identify and group customers with similar needs and characteristics.
C. To eliminate competition in the market.
D. To develop a product that appeals to everyone.
30. Which research approach is most suitable for understanding the ‘why’ behind consumer behavior?
A. Quantitative Research
B. Qualitative Research
C. Descriptive Research
D. Causal Research
31. What is the primary function of a research proposal?
A. To present the final research findings.
B. To outline the research plan and methodology to stakeholders.
C. To collect raw data from the field.
D. To analyze the competitor’s marketing strategies.
32. A survey question asks, ‘Do you agree that our new product is excellent?’ This question suffers from which common bias?
A. Sampling Bias
B. Leading Question Bias
C. Response Bias
D. Non-response Bias
33. Which type of question uses a scale to measure the intensity of agreement or disagreement?
A. Dichotomous Question
B. Open-ended Question
C. Likert Scale Question
D. Multiple Choice Question
34. Which sampling method involves selecting respondents in a non-random manner?
A. Simple Random Sampling
B. Stratified Sampling
C. Cluster Sampling
D. Convenience Sampling
35. What is the main purpose of a literature review in marketing research?
A. To collect primary data from consumers.
B. To understand existing knowledge and identify research gaps.
C. To analyze the financial performance of competitors.
D. To design the sampling methodology.
36. Which of the following is NOT a primary objective of exploratory research?
A. To determine the definitive cause of a problem.
B. To gain an understanding of a vague problem.
C. To develop hypotheses for later quantitative research.
D. To identify relevant variables and establish priorities for further research.
37. A researcher uses a systematic approach to observe and record consumer behavior in a retail store. This is an example of:
A. Survey Research
B. Experimental Research
C. Ethnographic Research
D. Observational Research
38. Which of the following is a characteristic of secondary data?
A. It is collected specifically for the current research project.
B. It is typically more expensive to obtain than primary data.
C. It was collected for a purpose other than the current research.
D. It is always more reliable than primary data.
39. Which method is best suited for establishing a cause-and-effect relationship between variables in marketing research?
A. Survey Research
B. Observational Research
C. Experimental Research
D. Qualitative Research
40. Which of the following is an example of a demographic variable used in market segmentation?
A. Lifestyle
B. Personality Traits
C. Income Level
D. Attitudes towards technology
41. What is the primary purpose of conducting a SWOT analysis in marketing research?
A. To analyze competitor pricing strategies
B. To identify internal strengths and weaknesses, and external opportunities and threats
C. To measure customer satisfaction levels
D. To forecast future sales volumes
42. What does ‘reliability’ refer to in the context of marketing research data?
A. The extent to which research measures what it intends to measure
B. The consistency of measurement results over time or across different situations
C. The generalizability of findings to the target population
D. The accuracy of data collected
43. What is the primary goal of exploratory research?
A. To quantify market demand
B. To test hypotheses about cause-and-effect relationships
C. To gain initial insights and clarify problems
D. To measure the effectiveness of marketing campaigns
44. Which of the following is a disadvantage of focus groups?
A. Can generate rich, nuanced insights
B. Facilitator bias can influence responses
C. Participants can build on each other’s ideas
D. Provides direct observation of non-verbal cues
45. When analyzing survey data, what does ‘validity’ refer to?
A. The consistency of the measurement
B. The degree to which the measure accurately reflects the concept it’s supposed to measure
C. The ability to generalize findings to the population
D. The speed at which data can be collected
46. What is a primary disadvantage of using online surveys for data collection?
A. High cost of implementation
B. Limited reach to specific demographics
C. Potential for low response rates and sampling bias
D. Difficulty in analyzing the data
47. What is the main purpose of a research hypothesis?
A. To summarize the research findings
B. To provide a potential explanation for observed phenomena that can be tested
C. To define the scope of the research
D. To describe the methodology used
48. Which sampling method involves selecting respondents based on their knowledge of a particular subject?
A. Simple random sampling
B. Stratified random sampling
C. Convenience sampling
D. Purposive sampling
49. When conducting a survey, what is the purpose of a ‘skip pattern’?
A. To ensure all respondents answer every question
B. To direct respondents to different questions based on their previous answers
C. To increase the length of the survey
D. To gather demographic information
50. Which of the following is an example of secondary data?
A. Customer interviews conducted by the company
B. Sales figures from a company’s internal database
C. Survey responses from a newly launched study
D. Focus group discussions on a new product concept
51. What is a key characteristic of qualitative research?
A. Large sample sizes and statistical analysis
B. Focus on in-depth understanding of opinions and motivations
C. Quantifying relationships between variables
D. Testing specific hypotheses with numerical data
52. Which of the following is a challenge associated with gathering primary data?
A. It is readily available and inexpensive
B. It can be time-consuming and costly to collect
C. It may not be specific enough for the research needs
D. It has already been analyzed by others
53. Which stage of the marketing research process involves defining the problem, research objectives, and developing the research design?
A. Problem definition and research design
B. Data collection
C. Data analysis
D. Reporting findings
54. Which research instrument is most suitable for gathering in-depth information about consumer perceptions and motivations?
A. Checklist
B. Questionnaire with open-ended questions
C. Rating scale
D. Observation form
55. Which of the following best describes ‘sampling error’?
A. Errors in data recording and analysis
B. The difference between the sample results and the true population values due to random chance
C. Mistakes made by the researcher in designing the study
D. Inaccuracies in the research instrument itself
56. When a researcher uses a survey to gather data from a large number of respondents, what type of data collection method is typically employed?
A. Focus groups
B. Depth interviews
C. Observation
D. Surveys
57. A researcher wants to establish a cause-and-effect relationship between advertising expenditure and sales. Which research approach is most suitable?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
58. What is the purpose of a pilot study in marketing research?
A. To collect final data from the entire sample
B. To test and refine the research instruments and procedures
C. To analyze the collected data statistically
D. To present the findings to stakeholders
59. When a researcher uses a systematic process to gather and analyze information to answer specific questions about a market or consumer behavior, this is known as:
A. Market intelligence
B. Marketing analytics
C. Marketing research
D. Consumer insights
60. A researcher wants to understand consumer attitudes towards a new product. Which type of research would be most appropriate for this objective?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Quantitative research
61. What is the main disadvantage of secondary data in marketing research?
A. It is too expensive to obtain.
B. It is often outdated or not specific enough for the research needs.
C. It requires extensive primary data collection.
D. It lacks validity and reliability.
62. A survey question that allows respondents to answer in their own words is an example of:
A. A closed-ended question
B. A dichotomous question
C. An open-ended question
D. A Likert scale question
63. A researcher is using a sample that represents the population in terms of age, gender, and income. This is an example of:
A. Convenience sampling
B. Snowball sampling
C. Quota sampling
D. Simple random sampling
64. When a researcher manipulates one or more independent variables to observe their effect on a dependent variable, they are conducting:
A. A survey research
B. A correlational study
C. An experimental research
D. A case study
65. When marketing researchers analyze sales data to identify trends and patterns, they are engaging in:
A. Data collection
B. Data analysis
C. Research design
D. Problem definition
66. Which of the following is an example of a ‘marketing research objective’?
A. Increase market share by 10% in the next fiscal year.
B. To identify the key factors influencing consumer purchase decisions for smartphones.
C. Launch a new advertising campaign by Q3.
D. Reduce production costs by 5% through process optimization.
67. The process of selecting a sample from which data will be collected is called:
A. Data analysis
B. Sampling
C. Research design
D. Data interpretation
68. Which of the following is a key characteristic of qualitative research?
A. Uses large sample sizes and statistical analysis.
B. Focuses on measuring numerical data.
C. Explores in-depth understanding of opinions and motivations.
D. Aims to establish cause-and-effect relationships.
69. Which sampling technique involves selecting participants based on their knowledge of the subject matter?
A. Simple random sampling
B. Stratified random sampling
C. Quota sampling
D. Purposive sampling
70. Which of the following is a common issue with online surveys?
A. Low response rates due to interviewer bias.
B. Difficulty in reaching a representative sample.
C. High cost of data collection.
D. Lack of visual aids.
71. What is the main goal of observational research in marketing?
A. To understand consumers’ underlying motivations.
B. To measure consumer attitudes and opinions.
C. To record consumer behavior as it occurs.
D. To establish cause-and-effect relationships between variables.
72. Which research instrument is most suitable for gathering quantitative data on consumer preferences from a large population?
A. In-depth interviews
B. Focus groups
C. Surveys with structured questionnaires
D. Observational studies
73. What is the primary purpose of defining the marketing research problem?
A. To collect as much data as possible.
B. To guide the entire research process and ensure objectives are met.
C. To create a compelling research report.
D. To select the most appropriate sampling method.
74. A company wants to understand customer satisfaction with its new product. What type of research would be most appropriate to gather this information?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Conceptual research
75. Which of the following is a method for collecting primary data?
A. Analyzing government census data.
B. Reading industry reports.
C. Conducting a focus group.
D. Reviewing company sales records.
76. What does ‘reliability’ refer to in the context of marketing research?
A. The extent to which the research measures what it intends to measure.
B. The consistency of research results over time or across different samples.
C. The ability to generalize findings to the target population.
D. The cost-effectiveness of the research methodology.
77. Which of the following is NOT a primary step in the marketing research process?
A. Defining the research problem.
B. Developing the research approach.
C. Implementing the marketing strategy.
D. Interpreting and reporting the findings.
78. When a researcher wants to determine if advertising expenditure has a direct impact on sales, what type of research design is typically employed?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Correlational research
79. What is ‘validity’ in the context of marketing research?
A. The consistency of measurement results.
B. The degree to which research accurately measures what it intends to measure.
C. The ability to generalize findings to a larger population.
D. The speed at which data can be collected.
80. Which data collection method is best suited for gaining deep insights into the nuances of consumer behavior and attitudes in a natural setting?
A. Online surveys
B. Telephone interviews
C. Ethnographic research
D. Mail surveys
81. What is the primary purpose of a focus group in marketing research?
A. To establish a statistically representative sample of the population.
B. To gather in-depth, qualitative insights into consumers’ perceptions, attitudes, and behaviors.
C. To measure the frequency of specific purchasing behaviors.
D. To test the efficacy of a marketing campaign through controlled experiments.
82. Which of the following is an example of a ‘leading’ question in a survey?
A. What is your favorite brand of toothpaste?
B. Don’t you agree that our new product is excellent?
C. How often do you purchase coffee?
D. What features do you look for in a smartphone?
83. Which of the following is a key characteristic of a probability sample?
A. Each member of the population has an unknown chance of being selected.
B. The researcher can choose who to include in the sample based on convenience.
C. Every member of the target population has a known, non-zero chance of being selected.
D. The sample is selected based on the researcher’s judgment of who represents the population best.
84. A researcher wants to understand the relationship between advertising expenditure and sales. Which research design is most appropriate for this objective?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
85. What is the primary challenge associated with convenience sampling?
A. It is too expensive and time-consuming.
B. It provides a highly representative sample of the population.
C. It may lead to biased results because the sample is not representative.
D. It requires extensive knowledge of the population’s characteristics.
86. What is the main objective of qualitative research in marketing?
A. To generalize findings to a larger population with statistical confidence.
B. To explore underlying reasons, opinions, and motivations.
C. To quantify the prevalence of specific behaviors.
D. To establish definitive cause-and-effect relationships.
87. Which of the following is the primary goal of exploratory research in marketing research?
A. To quantify the attitudes and behaviors of a large sample.
B. To gain preliminary insights and define problems or opportunities more precisely.
C. To test specific hypotheses about cause-and-effect relationships.
D. To measure the market share of competing brands.
88. When a researcher uses a questionnaire with open-ended questions, what type of data is primarily being collected?
A. Nominal data
B. Ordinal data
C. Interval data
D. Qualitative data
89. Which term refers to the process of identifying and classifying individuals or households for marketing purposes?
A. Segmentation
B. Targeting
C. Positioning
D. Profiling
90. Which research technique involves asking a series of ‘why’ questions to probe deeper into a consumer’s motivations?
A. Survey research
B. Experimental research
C. The ‘5 Whys’ technique
D. Content analysis
91. A researcher is conducting a survey about customer satisfaction with a new product. They present a scale from ‘Very Dissatisfied’ to ‘Very Satisfied’. This is an example of which type of measurement scale?
A. Nominal scale
B. Ordinal scale
C. Interval scale
D. Ratio scale
92. What is the main advantage of using a panel in marketing research?
A. Panels provide a one-time snapshot of consumer behavior.
B. Panels allow for tracking changes in behavior or attitudes over time from the same individuals.
C. Panels are always cheaper to manage than ad-hoc surveys.
D. Panel data is immune to response bias.
93. When a marketing researcher uses a Likert scale, they are typically measuring:
A. Demographic characteristics
B. Attitudes and opinions
C. Behavioral intentions
D. Psychographic profiles
94. Which of the following is NOT a common method for collecting primary data in marketing research?
A. Surveys
B. Focus groups
C. Observational studies
D. Analyzing census data
95. When a survey question asks ‘What is your age?’, it is collecting data at which level of measurement?
A. Nominal
B. Ordinal
C. Interval
D. Ratio
96. What is the main advantage of using secondary data in marketing research?
A. It is always perfectly tailored to the research problem.
B. It is typically less expensive and time-consuming to obtain than primary data.
C. It provides deeper insights into consumer motivations.
D. It offers a higher degree of control over data collection.
97. When a researcher uses observation to gather data, what is a potential disadvantage?
A. It can directly measure consumers’ attitudes and opinions.
B. It may not capture the underlying reasons for observed behaviors.
C. It is always a very cost-effective method.
D. It guarantees a high response rate.
98. When developing a marketing research questionnaire, what is the purpose of pilot testing?
A. To finalize the sample size for the main study.
B. To identify and correct any problems with the questionnaire’s clarity, flow, or instructions before full deployment.
C. To collect the primary data for the research project.
D. To determine the statistical significance of the findings.
99. What is the primary function of a ‘screener’ in a marketing research survey?
A. To thank respondents for their participation.
B. To ensure that only qualified individuals participate in the survey.
C. To collect demographic information.
D. To measure the respondents’ overall satisfaction.
100. Which sampling method involves selecting individuals at regular intervals from a list or registry?
A. Simple random sampling
B. Stratified sampling
C. Systematic sampling
D. Cluster sampling
