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Market Segmentation & Market Research

Total questions: 32

Worksheet time: 16mins

Name
Class
Date
1.

Market segmentation:

a)

Divides customers into sub groups

b)

Is a method of promotion

c)

Is a qualitative form of market research

d)

Transports products to customers

2.
How is a market segmented by 'lifestyle'?
a)
Products can be aimed specifically at males or females or both
b)
People have different hobbies and interests, which can be connected to income and location.
c)
Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
d)
Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old
3.
How is a market segmented by 'location'?
a)
Products can be aimed specifically at males or females or both
b)
People have different hobbies and interests, which can be connected to income and location.
c)
Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
d)
Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old
4.

An internet travel agent sells expensive round the world cruises. Which of the following market segments is the travel agent most likely to target?

a)

Families with children under 5

b)

Local residents

c)

People with high incomes

d)

Young, single men

5.

The particular market segment at which a business aims its products is known as the:

a)

Target Market

b)

Unique Selling Point

c)

Main Market

d)

Market Leader

6.

The market for a product or service can often be broken down into different area where customers have distinct needs and wants. These areas are called market:

a)

Sections

b)

Segments

c)

Synergies

d)

Forces

7.

Which of the following is an advantage of using market segmentation?

a)

It allows a business to charge higher prices

b)

It lets a business invest more in plant and machinery

c)

It saves business money by avoiding the need for TV advertising

d)

It allows a business to target its promotional strategy more effectively.

8.

What is a disadvantage of using market segmentation?

a)

You can't sell your products to everyone

b)

It is rarely effective

c)

It requires additional market research

d)

Not everyone likes tangerines

9.

A disadvantage of market segmentation is...

a)

Making different product variants for different segments is expensive

b)

It will lead to products better suited to customer needs

c)

It will reduce marketing costs by not targeting unprofitable segments

d)

It helps businesses avoid entering overly-competitive markets

10.

Which is NOT an example of Market Segmentation?

a)

Income

b)

Gender

c)

Age

d)

Hair Colour

11.

A business' target market includes

a)

Everyone

b)

All the people who might use a product or service

c)

The specific people that the company is aiming to reach with its marketing and sales efforts

d)

One segment of the market

12.

The process of dividing a market of potential customers into groups based on different characteristics is called

a)

Market Segmentation

b)

Market Analysis

c)

Demographics

d)

Consumer identification

13.

A business' target market includes

a)

Everyone

b)

All the people who might use a product or service

c)

The specific people that the company is aiming to reach with its marketing and sales efforts

d)

One segment of the market

14.
What is qualitative data?
a)
Data involving numbers
b)
Data involving information with no numbers
c)
Data with information that involves business' marketing strategies 
d)
data involving colors
15.
What is an example of primary research?
a)
Magazine
b)
Observation
c)
Newspaper
d)
Government statistics
16.
What is a problem with using secondary data?
a)
It is easy to find
b)
It is normally quicker to find
c)
You did not create it (it might be unreliable)
d)
You have to find the information yourself
17.
Seeks open-ended responses. Answers questions about “why” and “how"
a)
Qualitative Research
b)
Quantitative Research
c)
Survey
d)
Questionnaire 
18.
Marketing research:
a)
is used to obtain information for management to make more informed decision making.
b)
is the collection and analysis of data from a sample or census of individuals or organizations.
c)
includes all forms of market, opinion and social research such as consumer and industrial surveys.
d)
is work undertaken to determine either structural characteristics of the industry of concern.
19.
Secondary data has two important advantages over primary data. It is:
a)
capable of compensating for rapid environmental changes and technical improvements.
b)
always available and complete.
c)
seldom obsolete and usually fits the dimensions of your problem.
d)
generally cheaper to gather than primary data and takes less time to find.
20.
A common disadvantage of primary research for a startup is that:
a)
It is time-consuming to obtain
b)
It doesn't answer the questions asked
c)
It doesn't allow for qualitative questions
d)
It can't be done online
21.
Which of these methods is an example of primary market research?
a)
Focus group talking about the product concept
b)
A google search for relevant newspaper artlicle
c)
A government report on the target market
d)
Mintel report on the target market
22.
Which METHOD of research is being described here?
It is conducted face-to-face with customers and a series of questions are asked
a)
Personal interview
b)
Telephone survey
c)
On-line survey
d)
Focus group
23.
What type of data is numerical?
a)
Quantitative
b)
Qualitative
c)
Primary
d)
Secondary
24.

Which of these is not a possible reason for carrying out market research?

a)

To work out a possible price for a product

b)

To find out about meeting consumer needs

c)

To find out what the Government will do with interest rates next year

d)

To find out how similar products/services from other companies are selling

25.
Tyler walks into a Starbucks, and keeps track of how many caramel cinnamon lattes are being sold to gather data. What method is he using?
a)
Survey
b)
Observation
c)
Product Mix
d)
Product line
26.
What is the better definition of secondary research?
a)
Stealing someone else's information
b)
Using information that already exists
c)
Collecting new information
d)
Finding old research
27.
Primary research is also known as...
a)
Desk Research
b)
Field Research
28.
What is an example of secondary research?
a)
Focus Group
b)
Observation
c)
Newspaper
d)
Questionnaire
29.
Collecting primary data can be expensive and time-consuming.
a)
True
b)
False
30.

Government reports would be which kind of market research?

a)

Field Research

b)

Quantitative Research

c)

Desk Research

d)

Target research

31.

An interview with a group of potential customers who provide valuable feedback.

a)

Survey

b)

Focus group

c)

Observation

32.

True or False: Primary research can be very expensive and time consuming.

a)

True

b)

False

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