FINAL EXAMINATION

A beverage company wants to understand why its new product isn't performing well in a specific region. They organize small discussion groups to explore consumer opinions. What type of marketing research are they conducting?

• Exploratory Research

• Descriptive Research

• Causal Research

• Quantitative Research

A marketing manager wants to determine the effect of different email subject lines on customer engagement. He splits the customer list and sends two versions of an email. What method is being used?

• Observational Research

• Focus Groups

• Experimental Research
  
  

• Secondary Research

Which data collection method is best suited for gathering non-numerical insights on customer emotions and motivations?

• Secondary Data Analysis

• Experiments

• Surveys

• Qualitative Interviews

An online store uses a random selection of customers to evaluate overall satisfaction levels. What type of sampling technique is this?

• Convenience Sampling

• Stratified Sampling

• Simple Random Sampling

• Quota Sampling

Which of the following would be a limitation of a marketing research study focused only on Instagram users aged 18–25?

• Generalizability to all digital users

• Increased cost of research

• Availability of respondents

• Too many data points

A marketing study identifies that influencer credibility improves consumer trust, which then increases purchase intent. What role does consumer trust play in this conceptual framework?

• Independent Variable

• Dependent Variable

• Mediating Variable

• Confounding Variable

Which of the following research questions is causal in nature?

• What factors influence smartphone brand preference?

• How does pricing affect online purchase intent?

• What are the characteristics of brand-loyal consumers?

• How do customers describe good service?

Which marketing research method is best for studying real-world consumer actions without direct interaction?

• Interviews

• Surveys

• Focus Groups

• Observational Research

Which component of the research method ensures that other researchers can repeat the study and validate the findings?

• Research Objectives

• Data Collection

• Research Design

• Replicability Statement

A study focusing on Filipino millennials who use Instagram for online shopping from 2020 to 2024 is defining its:

• Research Problem

• Research Gap

• Scope

• Limitation