Unit 4.4 Market research

Which type of market research is focused on specific marketing problems or issues and tends to be on a ‘as and when necessary’, ‘one-off’ basis?

• Primary market research

• Continuous market research

• Secondary market research

• Ad hoc market research

Which of the following is not an example of primary market research?

• surveys

• mass media articles

• interviews

• focus group

Which option below refers to the use of questionnaires, directly asking customers or potential consumers about their opinions and preferences?

• focus group

• interviews

• academic journals

• surveys

Which type of market research is undertaken on a regular and on-going basis?

• secondary research

• primary research

• continuous research

• ad hoc research

Which option is not a potential limitation of surveys as a method of market research?

• Only generates quantitative data

• Too many closed questions

• Use of too much technical jargon

• Biased questions

Which term describes the use of small groups of customers, carefully selected from the target market, to gain insights into their attitudes and behaviours?

• Focus groups

• Desk research

• Primary research

• Test marketing

Which of the following is not an ethical consideration regarding market research?

• Protecting the confidentiality of market researchers

• Unbiased approach used by market researchers

• Objective approach used by market researchers

• Distorting market research to misinterpret numerical data

Which of the following statements is false?

• Qualitative market research can provide a wealth of information despite the low number of respondents

• Qualitative market research often uses primary research to find out about consumers’ tastes, opinions and buying behaviour

• Quantitative market research relies on a large number of responses to get numerical results

• Quantitative responses are harder to collate than qualitative responses

Which of the following is not a method of sampling?

• population

• quota

• stratified

• random

Which sampling method involves selecting individuals in such a way that everyone in the total population has an equal chance of being chosen?

• random

• snowballing

• quota

• stratified