Quiz 1- Introduction to Marketing Research

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

Which of the following are categories of marketing research?

• Pricing research

• Market research

• Sales and distribution research

• All the above

What is the third step of marketing research process?

• Define the research problem

• Select research approach

• Research design formulation

• Analyse data

What is secondary data?

• Data that has already been published

• Unreliable data

• Back-up data

• Data contained in appendices

Which of the following is a qualitative research technique?

• Observation

• Experimentation

• Focus group

• Survey

As part of a group project, Emir 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

• Experimentation

Which of the following is most likely to be an example of secondary data?

• Completed questionnaires

• Customer conversation on a website

• Interview tapes

• A bought-in market research report (Euromonitor)

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

• Convenience sample

• Systematic random sample

• Simple random sample

Ali’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

• Random sample

• Expert sample

In contrast to marketing researchers, management decisions-makers are more focused on:

• Scientific and technical analysis of emerging phenomenon

• Market performance

• Proactive research

• Long-term strategic investigation of marketplace