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

What is secondary data?

• data that has already been published

• unreliable data

• data contained in appendices

• extra data

Which of the following is a qualitative research technique?

• observation

• experimentation

• questionnaire

• FOCUS GROUP

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

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?

• focus group

• observation

• case study

• experimentation

What is a ‘test market’?

• a smaller version of a whole market

• a prototype product

• a new shop

• a form of sales promotion

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

• focus group

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

• a bought-in market research report (e.g. Mintel)

• completed questionnaires

• interview tapes

• SPSS output

. There are two broad approaches to research, ______ research and quantitative research.

Closed questions can be answered in a single ______