Introduction to Market Research INNOVATION AND ENT.MAY 25C

Fill in the blank: Market research is the systematic gathering and interpretation of information about individuals or organisations using ______ and analytical methods (Malhotra, 2020).

• statistical

• creative

• random

• subjective

What is the main purpose of market research?

• To entertain viewers

• To inform business decisions, identify opportunities, and mitigate risks through data-driven insights

• To increase advertising costs

• To reduce the number of employees

Which company is given as a real-world example of using market research to inform content creation decisions, leading to successful original productions?

• Netflix

• Apple

• Sony

• Disney

Fill in the blank: ________ involves original data collection through surveys, interviews, and observations.

• Primary Research

• Secondary Research

• Literature Review

• Meta-Analysis

Fill in the blank: ________ is the analysis of existing data from published sources. Apple examines industry reports to track technology adoption trends.

• Secondary Research

• Primary Research

• Experimental Research

• Field Research

Fill in the blank: ________ involves non-numerical data collection (e.g., focus groups). Unilever uses focus groups to gather product feedback.

• Qualitative Research

• Quantitative Research

• Experimental Research

• Descriptive Research

Fill in the blank: ________ involves numerical data collection (e.g., surveys). Samsung polls customers about device satisfaction scores.

• Quantitative Research

• Qualitative Research

• Exploratory Research

• Descriptive Research

Which data analysis technique summarises data to understand what happened, such as Tesco analysing purchase patterns to identify bestselling products by category?

• Descriptive Analysis

• Inferential Analysis

• Predictive Analysis

Which data analysis technique draws conclusions from samples to make predictions, such as Spotify extrapolating listening habits from user samples?

• Descriptive Analysis

• Inferential Analysis

• Predictive Analysis

Which data analysis technique forecasts future trends based on historical data, such as Amazon's recommendation system predicting purchases based on browsing history?

• Descriptive Analysis

• Inferential Analysis

• Predictive Analysis