Chap 3

What is the main objective of the "Identifying the problem and research objectives" phase?

• To detail the sampling process before data collection begins

• To clarify the problem to be solved and the specific information needed

• To design the measurement scale for each survey item

• To finalize recommendations and present them to stakeholders

Which type of research is most suitable when seeking initial insights and generating hypotheses?

• Descriptive research focused on quantifying known variables

• Causal research involving controlled experiments

• Exploratory research to discover new patterns and guide further research

• Longitudinal research tracking changes over time

If secondary data is insufficient for research objectives, which step usually takes the most time?

• Clearly defining the research problem

• Collecting primary data through fieldwork

• Analyzing and interpreting the collected information

• Writing the final report and strategic recommendations

What is the main advantage of using secondary data?

• Ensures complete alignment with the current research question

• Provides high detailed insights for each niche segment

• Offers quicker access and lower costs compared to collecting primary data

• Ensures information is always up-to-date reflecting the latest market changes

What is a significant drawback of relying on secondary data?

• Excessive detail makes analysis complicated

• Potential misalignment with specific research objectives or lack of necessary information

• High costs associated with ensuring the collection of any external datasets

• Universal availability of data regardless of market conditions

Which method allows for the observation of customer behavior in its natural context?

• Focus group led by a moderator

• Field observation research to directly monitor actions

• Large-scale online survey with structured questionnaires

• Experimental research manipulating variables in a laboratory environment

What is the main feature that distinguishes experimental research from observational methods?

• Experimental research avoids comparing different sample groups

• Experiments control variables to test cause-and-effect relationships

• Observational studies always provide deeper causal insights

• Experiments rely solely on qualitative feedback

Why is survey research often preferred for large-scale marketing studies?

• It allows for strict control over the natural environment of the respondents

• It can flexibly collect various types of information in multiple contexts

• It inherently has perfect reliability without the need for further validation

• It is only suitable for exploring subconscious motives

A common limitation of data collection based on surveys is what?

• Respondents always accurately remember their past behaviors

• Ensuring a truly representative sample can be challenging and costly

• Participants never misunderstand or misinterpret the questions

• Surveys cannot be conducted through online platforms

What is the primary purpose of focus group research?

• Quantifying market share among segments

• Exploring deep attitudes and emotions to inform subsequent stages

• Testing causal relationships under controlled conditions

• Measuring post-purchase satisfaction quantitatively