Ch11. Market research

What does market research give businesses information about?

• Customers

• Competitors

• Market

• Population

Which of the following is not a source of secondary market research information?

• The internet

• Market research agencies

• Focus groups

• Business records

What is research that aims to find out consumer opinions about products known as?

• Qualitative research

• Field research

• Quantitative research

• Desk research

ABC Ltd has produced a new chocolate and chilli pepper flavoured ice cream. The marketing manager has decided to sell a limited quantity of the new ice cream in two carefully selected regions of Country Y that are representative of the whole market. What is this known as?

• Sampling

• Niche marketing

• Mass marketing

• Test marketing

XYZ carried out market research into consumer opinions about its products. It divided consumers into 15 groups according to income. Which one of the following methods would be least effective in presenting XYZ’s market research results?

• Pie chart

• Table

• Pictogram

• Bar chart

Primary research is too ... and too time-consuming to get the views of every consumer. This problem can be overcome by selecting a sample from the total market.

• detailed

• expensive

• extensive

• difficult

Look at the table. What is the largest group who replied ‘Yes’?

• Males aged under 25

• Males aged over 50

• Females aged under 25

• Males aged 25 to 50

Look at the table. What is the second largest group who replied ‘Yes’?

• Males aged under 25

• Males aged over 50

• Females aged under 25

• Males aged 25 to 50

Look at the table. What is the third largest group who replied ‘Yes’?

• Males aged under 25

• Males aged over 50

• Females aged under 25

• Males aged 25 to 50

Look at the table. What is the fourth largest group who replied ‘Yes’?

• Males aged under 25

• Males aged over 50

• Females aged under 25

• Males aged 25 to 50