Question 1

Marketing research:
Correct answer:
a) is used to obtain information for management to make more informed decision making.
Feedback:
Market research is work undertaken to determine either structural characteristics of the industry of concern
(e.g. demand, market share, market volumes, customer characteristics and segmentation and so on). Marketing
research is work undertaken to understand how to make specific marketing strategy decisions such as for
pricing, sales forecasting, product testing, and promotion research (Chisnall, 1992). It could also be argued that
marketing research encompasses market research.

Question 2
Marketing research, by presenting pertinent information in a useful format:
Feedback:
Marketing research is used to obtain information that provides the management of a company or organization
with sufficient insight to make more informed decisions on future activities. It follows the philosophical premise
of marketing that, for a business or organization to be successful, an organization must understand the
motivations, desires and behaviour of its customers and consumers.

Question 3
A marketing research firm contracts with clients to conduct a complete marketing research project from data
collection, analysis and reporting. It is a__________ firm.
Correct answer:
c) full-service agency
Feedback:
In order to commission market research, the client must determine whether or not he or she wants to
commission an agency, a consultant, a field and tabulation agency, or a data preparation and analysis agency
(who, unlike field and tab, do not undertake the fieldwork). Typically, a consultant might be used for a small job

which does not require extensive fieldwork, a field and tab agency when the organization can design its own
research but not undertake the data collection, a data preparation and analysis agency when it can both design
and collect the data but does not have the expertise to analyse it, and a full-service agency when it does not have
the expertise to design the research, and collect or analyse the data.

Question 4
Marketers usually decide whether to conduct marketing research study internally or through an outside
organization based on certain criteria. Which of the following criterion is not used?
Correct answer:
d) The size of the agency.
Feedback:
The criteria used to evaluate the agencies' suitability, once they had submitted a proposal, might include the
following:
- The agency's reputation;
- The agency's perceived expertise;
- Whether the study offers value for money;
- The time taken to complete the study;
- The likelihood that the research design will provide insights into the management problem.

Question 5
Market testing studies use __________ to carry out controlled experiments in specific country regions, where
specific adverts can be shown, before exposing the 'new feature' (offering, campaign, distribution, etc.) to a full
national or even international launch.
Correct answer:
a) test markets
Feedback:
Market testing studies use test markets to carry out controlled experiments in specific country regions, where
specific adverts can be shown, before exposing the 'new feature' (offering, campaign, distribution, etc.) to a full
national or even international launch..

Question 6
Once the agency has discussed the brief with the client, the agency provides a detailed outline of how they
intend to investigate the problem. This document is called the ____________:
.
Correct answer:
b) research proposal.
Question 7
Second-hand data, collected for someone else's purposes, is known as____________:
Feedback:
Secondary data is second-hand data, collected for someone else's purposes.Secondary research, known also
as desk research, involves gaining access to the results or outcomes of previous research projects. This is useful
if someone else has carried out a project which already provides answers to the client's management problem.

Question 8
When little is known about the problem, research seeking to discover the cause of a problem by discussing the
problem with informed sources and examining pre-existing data is undertaken. This type of research is:
.
Correct answer:
c) exploratory research.
Question 9
Which of the following is not one of the categories of research design?
d) Desk research
Feedback:
There are three categories of research design: (1) exploratory, (2) descriptive, and (3) causal. These categories
specify the procedure adopted for collection and analysis of the data necessary to identify a management

problem. Therefore, desk research is not one of the categories of research design.

Question 10
Which technique is used to collect data that has been previously collected for a purpose other than the current
research situation?
b) Secondary research.
Feedback:
Secondary research, also called desk research, is a technique used to collect data that has been previously
collected for a purpose other than the current research situation.

Question 11
A common research technique, used particularly in retailing (on- and off-line) where consumers are recruited by
researchers to act as anonymous buyers in order to evaluate customer satisfaction is referred to as:
Correct answer:
b) mystery shopping.
Feedback:
Mystery shopping is used particularly in retailing (on- and offline), where consumers are recruited to act as
anonymous buyers, to evaluate customer satisfaction, customer experience quality, and the customer's own
evaluation of their experiences.

Question 12
Information collected for the first time specifically for a marketing research study is called:
Correct answer:
b) primary research
Feedback:

Primary research is research conducted for the first time, involving the collection of data for the purpose of a
particular project.

Question 13
Secondary data has two important advantages over primary data. It is:
Correct answer:
d) generally cheaper to gather than primary data and takes less time to find.
Feedback:
Secondary data is second-hand data, collected for someone else's purposes. Secondary research, sometimes
referred to as desk research, involves gaining access to the results or outcomes of previous research projects.
This is a useful method of research when someone else has carried out a project that provides some of the
answers to a client's own management problem since it may be a cheaper and more efficient process of data
collection. We can do a large amount of secondary research free-of-charge simply by visiting a business library
or by searching the internet.

Question 14
Primary data are:
Your answer:
c) newly-published results of government investigations.
Correct answer:
a) data collected for the first time specifically for a marketing research study.
Feedback:
Primary research is research conducted for the first time, involving the collection of data for the purpose of a
particular project.

Question 15
A research approach aimed at decoding consumer culture, which, instead of interviewing or observing people,
analyzes the content of advertisements and other texts to uncover the meaning of the signs and symbols
contained. is called:
Correct answer:
c) semiotic research.
Feedback:
Semiotic research is a research approach aimed at decoding consumer culture, which, instead of interviewing or
observing people, analyzes the content of advertisements and other texts to uncover the meaning of the signs
and symbols contained..
Page reference: 93
Question 16
A probability sample constructed so that randomly selected sub-samples of different groups are represented in
the total sample is called a:
Correct answer:
a) stratified sample.
Feedback:
Stratified random sampling, where a specific characteristic(s) is used (e.g. gender, age) to design homogeneous
sub-groups from which a representative sample is then drawn.

Question 17
Types of non-probability samples include:
Correct answer:
a) convenience and quota samples.
Feedback:

Non-probability sampling is a sampling method used where the probability of selection of the sample elements
from the population is unknown. Typical examples include quota, snowball and convenience sampling
approaches.

Question 18
What is the term used to describe the degree to which the data elicited in a study is replicated in a repeat study?
Feedback:
Validity and reliability are important concepts in quantitative market research. They aid researchers in
understanding the extent to which the data obtained from the study represent reality and 'truth'. Quantitative
research methods rely on the degree to which the data elicited might be reproduced in a later study (i.e.
reliability) and the extent to which the data generated is bias free (i.e. valid).

Question 19
One thing that is usually true of focus groups is that:
Correct answer:
a) most groups involve a small number of participants.
Feedback:
The objective is to uncover feelings, attitudes, memories, and interpretations. They can range in form from an
informal conversation to highly structured interviews. They might be used to seek an interviewee's perspective
on a new campaign or to develop customer profiles covering a wide range of needs and preferences. Focus
groups, or group discussions as they are more commonly referred to, have been used extensively in the
marketing communications industry for many years. They normally consist of a small number of target
consumers brought together to discuss elements from the initial concept stage to post-production stage.

Question 20
Which type of research methods are designed to elicit responses to predetermined, standardized questions from
a large number of respondents?
Your answer:
c) Non-probability

Correct answer:
a) Quantitative
Feedback:
Quantitative research methods, e.g. the survey questionnaire, are designed to elicit responses to predetermined,
standardized questions from a large number of respondents.