Market research seeks to gather the opinions, beliefs, and feedback from both existing and potential customers.

• True

• False

Consumer panels are small groups of customers who are part of an organization’s target market and are used for market research purposes.

• True

• False

Focus groups are the use of small discussion panels drawn from a firm's target market to gain insights into attitudes and behaviour of the group members.

• True

• False

Market analysis refers to the marketing activities that attempt to discover the preferences, values, and views of current and prospective customers.

• False

• True

Observations are a form of primary market research that involves watching how people behave in and respond to different situations.

• False

• True

Ad hoc market research is market research that focuses on specific marketing problems or issues and tends to be used on an ‘as and when necessary’ or ‘one-off’ basis.

• True

• False

Quantitative responses from primary research tend to be more difficult to collect and collate than qualitative responses.

• False

• True

An advantage of using interviews as a method of collecting primary market research is that it helps to discover the interviewee’s opinions and beliefs about certain issues.

• False

• True

Population is a statistical term used in market research to refer to all the people who fulfill a certain criterion.

• False

• True

Human errors in recording, processing, and/or analyzing market research data are not a source of sampling error.

• True

• False