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WorksheetsMarket research
Total questions: 42
Worksheet time: 22mins
What is not an advantage of a questionnaire?
They are reliable
They are always up to date
They are accurate
They are published (normally for free)
Desk Research is also known as...
Primary Research
Secondary Research
Third Research
Fourth Research
Field Research is also known as...
Primary Research
Secondary Research
Third Research
Fourth Research
Businesses carry out market research to save money
True
False
Which is not an advantage of an interview
Allows two-way communication
The researcher can encourage the respondent to answer
Mistakes and misunderstandings can be dealt with immediately
Can be expensive as researchers have to be selected and trained
Which is not an advantage of a telephone survey
many people do not like strangers asking questions over the phone
Relatively inexpensive
The response is immediate
A large number of people can be surveyed quickly
What does desk research involve?
Gathering new data
Gathering existing data
Conducting surveys
What is information collected about opinions and views called?
Quantitative data
Qualitative data
Segmentation
How does accurate market research help a business?
By avoiding risk
By reducing risk
By eliminating risk
What does a market segment identify?
All products in the market
Competitors
Groups of people with similar buying habits
One of the claimed advantages of primary data is that:
it is quick and easy to collect
it is usually up-to-date
it is always 100% accurate
it is cheap because it has already been collected
Which of the following statements is correct when designing a questionnaire?
Keep the questions long and detailed
Avoid 'closed' questions
Ask 'leading' questions
Keep the questions short to ensure the survery is completed
The process of dividing a market of potential customers into groups based on different characteristics is called
Market Segmentation
Market Analysis
Demographics
Consumer identification
The term "Demographics" refers to
Grouping potential customers based on their beliefs and preferences
Grouping potential customers based on whether or not they have purchased a product in the past
Grouping potential customers using statistical data such as age, race and gender
Grouping potential customers based on where they live
When a business divides its market on the basis of where its customers live is called
geographic segmentation
demographic segmentation
psychographic segmentation
behavioral segmentation
A business' target market includes
Everyone
All the people who might use a product or service
The specific people that the company is aiming to reach with its marketing and sales efforts
One segment of the market
Which of the following are benefits of market segmentation? Select those that apply.
Market segmentation can reduce profits
Market segmentation can allow you to advertise online
Market segmentation allows you to better meet the needs of your target audience
Market segmentation helps make decisions about medium and message of promotions
An internet travel agent sells expensive round the world cruises. Which of the following market segments is the travel agent most likely to target?
Families with children under 5
Local residents
People with high incomes
Young, single men
What is a disadvantage of using market segmentation?
You can't sell your products to everyone
It is rarely effective
It requires additional market research
Not everyone likes tangerines
A disadvantage of market segmentation is...
Making different product variants for different segments is expensive
It will lead to products better suited to customer needs
It will reduce marketing costs by not targeting unprofitable segments
It helps businesses avoid entering overly-competitive markets
