Marketing Research Quiz 1 SPCI

A student proposed the title: “A Study of Online Shopping.” During consultation, the research adviser explained that the title does not clearly show the focus of the study and leaves readers guessing about the variables. The student was advised to improve the wording.
What principle of title crafting was violated?

• Specificity

• Clarity

• Target population

• Time and place

Maria crafted the title: “Influence of Social Media Advertising on Purchase Intention of Gen Z Consumers in Cebu City.” Her professor praised the title for being focused and detailed. The title clearly distinguishes the study from other similar studies.
What key characteristic of a good research title does this illustrate?

• Clarity

• Specificity

• Research design

• Capitalization

A group proposed this title: “Customer Satisfaction and Brand Loyalty.” Their panelist commented that while the variables are present, the respondents are not identified. The group was advised to revise it.
Which element of a good research title is missing?

• Locale

• Time frame

• Target population

• Research design

John wrote the title: “Effect of Pricing Strategy on Consumer Behavior.” His instructor noted that the title explicitly shows the cause and the effect components of the study.
What element of a research title is clearly reflected?

• Unit of analysis

• Time frame

• Variables identification

• Nature of the study

A proposed title reads: “Customer Engagement in TikTok Marketing among Small Businesses in Cebu City, 2025.” The panelists said the inclusion of the year strengthens the contextual validity of the study.
What element is being emphasized?

• Locale

• Target respondents

• Research design

• Time and place

A student submitted: “Buying Behavior of Online Shoppers in Zamboanga City.” The panel classified this as a title that only describes a condition without testing relationships.
What type of research title is this?

• Descriptive

• Experimental

• Correlational

• Causal

The title “Relationship Between Digital Advertising Exposure and Purchase Intention” was defended during title proposal. The panel immediately identified that the study examines associations between variables.
What type of research title is shown?

• Descriptive

• Comparative

• Experimental

• Correlational

A group proposed: “Effect of Celebrity Endorsement on Brand Recall.” The panel stated that the wording clearly shows cause-and-effect.
What category of research title is this?

• Descriptive

• Correlational

• Causal/Explanatory

• Comparative

The title “A Comparison of Brand Loyalty Between Online and In-Store Shoppers” was presented. The panel said it intends to compare two groups.
What type of research title is this?

• Correlational

• Comparative

• Experimental

• Descriptive

A title reads: “Effectiveness of Discount-Based Advertising on Sales Performance.” Students explained that they will apply an intervention before measurement.
What type of research title is appropriate for this?

• Descriptive

• Comparative

• Correlational

• Experimental