MM52 2.03 Marketing Research Quiz

What is the primary purpose of marketing research?

• To create advertisements

• To explain, predict, monitor, discover, and test hypotheses

• To increase production

• To hire more employees

What is a hypothesis in marketing research?

• A marketing strategy

• A proven fact

• An educated guess stated in 'if-then' terms

• A random guess

What does exploratory research help marketers do?

• Create advertisements

• Define issues and generate hypotheses

• Increase sales immediately

• Make final decisions

Which research method is often used in exploratory research?

• Performing a case study

• Observing customer behavior

• Conducting a focus group

• Distributing questionnaires

What is the main characteristic of descriptive research?

• It is flexible and unstructured

• It is conducted on a small scale

• It is used to generate hypotheses

• It gathers specific, often numeric data

Which type of research is used to make specific predictions?

• Causal research

• Qualitative research

• Descriptive research

• Exploratory research

What is the relationship between research purpose and research design?

• They are the same

• They are unrelated

• Purpose dictates/determines design

• Design dictates/determines purpose

What is the focus of causal research?

• To conduct surveys

• To test 'what if?' theories and show cause and effect

• To monitor market trends

• To gather qualitative data

What is an example of descriptive research?

• Interviewing a subject matter expert

• Conducting an in-depth survey

• Having an informal discussion with employees

• Administering a pilot study

What is the purpose of exploratory research?

• To make final decisions

• To serve as a starting point for further research

• To increase sales immediately

• To create advertisements