Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood.
1. ‘Marketing research’ can be a broader term than ‘market research’, covering research into the whole of the marketing process. True or false?
True
False
Answer:
True
2. ‘Primary research’ is sometimes called ‘desk research’. True or false?
True
False
Answer:
False
3. Primary research should always be carried out before secondary research is considered. True or false?
True
False
Answer:
False
4. Quantitative research requires much larger numbers of respondents than qualitative research. True or false?
True
False
Answer:
True
5. ‘Questionnaire’ and ‘survey’ mean the same thing. True or false?
True
False
Answer:
False
6. What is the first stage of the marketing research process?
- definition of research objectives
- writing the research brief
- recognition of a marketing management problem
- design of secondary research
- design of primary research
Answer:
c. recognition of a marketing management problem
7. Which of the following are categories of marketing research?
- pricing research
- market research
- sales and distribution research
- all of the above
- none of the above
Answer:
d. all of the above
8. What is secondary data?
- data that has already been published
- unreliable data
- back-up data
- data contained in appendices
- extra data
Answer:
a. data that has already been published
9. Which of the following is a commercial organisation that collects and publishes market research information?
- ACC
- Qualcast
- Trendsetter
- Keynote
- DBB
Answer:
d. Keynote
10. Which of the following is a qualitative research technique?
- observation
- experimentation
- postal questionnaire
- tracking
- focus group
Answer:
e. focus group
11. Jamie spent the summer at music festivals having a great time and collecting data on how festival goers behaved. Which qualitative research strategy was he using?
- biography
- phenomenology
- grounded theory
- ethnography
- case study
12. As part of a university project, Kamil stood outside a cinema and counted the people going in. He recorded men, women and children separately and noted how many were in each group. Which research technique was he using?
- survey
- focus group
- observation
- case study
- experimentation
Answer:
c. observation
13. What is a ‘test market’?
- a smaller version of a whole market
- a prototype product
- a new shop
- a form of sales promotion
- a type of questionnaire
Answer:
a. a smaller version of a whole market
14. Sue wanted to research parental attitudes to toy advertising so she invited six mothers to get together, watch some carefully selected adverts and then discuss them. She asked them some questions but mainly just encouraged them to talk. Which research technique was she using?
- case study
- survey
- in-depth interview
- observation
- focus group
Answer:
e. focus group
15. What is it called when research agencies use a single questionnaire to collect primary data on behalf of a number of their business clients at the same time?
- postal survey
- financial audit
- environmental analysis
- omnibus survey
- market research report
Answer:
d. omnibus survey
16. What is the list or database that a researcher uses to select people to be surveyed called?
- relational database
- sampling frame
- random sample
- hierarchical database
- research directory
Answer:
b. sampling frame
17. It is difficult and expensive to use a truly random sample and so many students get other students to fill in questionnaires for their university projects. What kind of sample is this?
- quota sample
- systematic random sample
- cluster sample
- college sample
- convenience sample
Answer:
e. convenience sample
18. Ben’s research project involved assessing key retail trends. He decided that the best thing would be to interview directors from the country’s top retailers and ignore the small independent stores who would have less knowledge. What kind of sample is this?
- purposive sample
- expertise sample
- quota sample
- random sample
- strategic sample
Answer:
a. purposive sample
19. Which of the following is most likely to be an example of secondary data?
- completed questionnaires
- customer conversations on a website
- interview tapes
- a bought-in market research report (e.g. Mintel)
- SPSS output
Answer:
d. a bought-in market research report (e.g. Mintel)
20. Sound marketing decisions can only be made on the basis of good quality information. The data must be:
- legal, decent, honest and truthful
- timely, accurate, reliable and valid
- specific, measurable, achievable, relevant and timed
- quantified, accurate and specific
- political, economic, social and technological
Answer:
b. timely, accurate, reliable and valid
21. There are two broad approaches to research, ______ research and quantitative research.
Answer:
qualitative
22. According to ESOMAR, ______ research is numerically orientated, requires significant attention to the measurement of market phenomena and often involves statistical analysis.
Answer:
quantitative
23. A statistical sample should have the same balance of characteristics (sex, age, background, etc.) as the statistical ______ that is being studied.
Answer:
population
24. Closed questions can be answered in a single ______
Answer:
word
25. The two most common ways to collect information about website visitors are through web access ______ and page tags.
Answer:
logs
