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market research and segmentation

Total questions: 120

Worksheet time: 1hrs 24mins

Name
Class
Date
1.
What is an example of primary research?
a)
Magazine
b)
Observation
c)
Newspaper
d)
Government statistics
2.
What is an example of primary research?
a)
Magazine
b)
Observation
c)
Newspaper
d)
Government statistics
3.

Downloading and viewing instructional videos on how to use a product

a)

Primary Research

b)

Secondary Research

4.
Which is a typical type of survey?
a)
Face to face
b)
All of them
c)
Postal
d)
Telephone or email
5.
Why are focus groups used?
a)
To bring together a group of people to discuss a particular product or issue
b)
All of them
c)
It enables open ended questions
d)
It can generate 'rich' information rather than a standard response 
6.
This is information that is useful and has already been collected for another purpose.
a)
Primary Data
b)
Secondary Data
7.
This is information that is collected for the first time to solve the problem being studied or for use in achieving the goal of the project.
a)
Primary Data
b)
Secondary Data
8.
This is a small number of people who are brought together to discuss elements of a specific issue or problem.
a)
Focus Group
b)
Observation
c)
Survey
d)
Test Market
9.
Information gathered on opinions, thoughts and feelings is....
a)
Qualitative
b)
Quantitative
10.
What is an example of secondary research?
a)
Focus Group
b)
Observation
c)
Newspaper
d)
Questionnaire
11.
Graham wants some quick, informal feedback on his business ideas from friends and family. His best option would be:
a)
Share a survey and invite comments on Facebook
b)
Hand a written questionnaire to local shoppers
c)
Send a mailing to 500 local residents
d)
Commission a local market survey agency
12.
What is an example of secondary research?
a)
Focus Group
b)
Observation
c)
Newspaper
d)
Questionnaire
13.
Which is the odd one out?
a)
Newspaper
b)
Magazines
c)
Books
d)
Questionnaires
14.
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
15.

True or False: primary research is very generic and not specific.

a)

True

b)

False

16.

Which two of the following statements are disadvantages of primary research?

a)

Many people don't like completing surveys

b)

You can find specific information

c)

Some people just say what they want you to hear

d)

The business has control over the research and results

17.
___________ is a method used to identify customers with similar wants and needs.
a)
Selling
b)
Planning
c)
Market Segmentation
d)
Sales pitch
18.
Which market segmentation method is selected when classifications of age, gender, income, or family size is utilized.
a)
Behaviorial
b)
Psychographic
c)
Demographic
d)
Geographic
19.

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

20.
Seeks open-ended responses. Answers questions about “why” and “how"
a)
Qualitative Research
b)
Quantitative Research
c)
Survey
d)
Questionnaire 
21.
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
22.

What is primary research also known as?

a)

Desk Research

b)

Field Research

c)

Independent Research

d)

Group Research

23.

What type of data involved numbers and figures?

a)

Quantitative

b)

Qualitative

24.

Which type of data involves people's feelings and opinions?

a)

Quantitative

b)

Qualitative

25.

Which of the following is NOT an example of primary research?

a)

Focus Groups

b)

Questinnaires

c)

Observations

d)

Newspapers

26.

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

a)

True

b)

False

27.

True or False: market research does not help a business find market opportunities.

a)

True

b)

False

28.

True or False: primary research is very generic and not specific.

a)

True

b)

False

29.

Which two of the statements are advantages of market research?

a)

Helps a business understand customers and competitors

b)

It can be very time consuming

c)

It could be difficult to analyse

d)

Helps a business create targeted marketing

30.

Which three of the following are popular examples of segmentation?

a)

Age

b)

Sleeping pattern

c)

Income

d)

Gender

e)

Shoe size

31.

Which two of the following statements are disadvantages of primary research?

a)

Many people don't like completing surveys

b)

You can find specific information

c)

Some people just say what they want you to hear

d)

The business has control over the research and results

32.
What best describes the marketing department?
a)
Promotion & Advertising
b)
Helping to sell products
c)
Recording financial information
d)
Conducting background business tasks
33.
What is an example of secondary research?
a)
Focus Group
b)
Observation
c)
Newspaper
d)
Questionnaire
34.
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
35.
What is an example of primary research?
a)
Magazine
b)
Observation
c)
Newspaper
d)
Government statistics
36.
Which is the odd one out?
a)
Newspaper
b)
Magazines
c)
Books
d)
Questionnaires
37.
What is the difference between qualitative and quantitative
a)
They both mean more or less the same
b)
Qualitative is about numbers
c)
Quantitative means looking at opinions
d)
Quantitative is about numbers and figures
38.

Government reports would be which kind of market research?

a)

Field Research

b)

Quantitative Research

c)

Desk Research

d)

Target research

39.

Which one is field research?

a)

Marketing website

b)

Online survey

c)

Government reports

d)

School website

40.

What is not an advantage of a questionnaire?

a)

They are reliable

b)

They are always up to date

c)

They are accurate

d)

They are published (normally for free)

41.

Which ones are field research?

a)

EPOS

b)

Observations

c)

Online surveys

d)

Market research report

42.
Which one is not an example of primary research?
a)
focus group
b)
survey
c)
website
d)
questionnaire
43.
What is the main purpose of market research?
a)
find out who your competitors are
b)
find out what your target market wants
c)
find out where your customers live
d)
find out why your business is failing
44.
Which one is not example of an open question?
a)
why do you think that?
b)
please explain your answer
c)
describe that experience
d)
please select your sizing
45.
Which one is not an example of secondary research? 
a)
website
b)
financial reports
c)
word of mouth
d)
NZ Herald
46.
Which descriptor is not used to define a target market?
a)
income
b)
gender
c)
education
d)
country of origin
47.
Who is this entrepreneur?
a)
Bob Bates
b)
Bill Gates
c)
Bill Jobs
d)
Bob Gates
48.
What would be the main USP of Watties Baked Beans?
a)
no competitors
b)
quality of their product
c)
price is affordable
d)
NZ household brand
49.
Why is it important to have a USP?
a)
to have a great brand name
b)
to have customer loyalty
c)
to stand out from your competitors
d)
to be outstanding
50.
What word best describes stratified sampling method?
a)
demographics
b)
platform
c)
quantity
d)
numbered
51.
What number of people are required for a focus group?
a)
5-10
b)
10 - 20
c)
30
d)
>30
52.
What word best describes systematic sampling method?
a)
demographic
b)
platform
c)
quantity
d)
numbered
53.
How many people do you need to survey to get quality data?
a)
lots of your target market
b)
30 random people
c)
depends on the survey
d)
numbers don't make quality results
54.
Which example will give you quality data?
a)
a person asks you for clarification
b)
a person misunderstands a question
c)
a person completes only three questions
d)
a person lies about their age
55.
Define niche market.
a)
a French food market
b)
a small specialised market
c)
a large open market
d)
a personalised market
56.
What business did this entrepreneur found?
a)
NASA
b)
Facebook
c)
Apple
d)
Microsoft
57.
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
58.
What is an example of primary research?
a)
Magazine
b)
Observation
c)
Newspaper
d)
Government statistics
59.
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
60.
Seeks open-ended responses. Answers questions about “why” and “how"
a)
Qualitative Research
b)
Quantitative Research
c)
Survey
d)
Questionnaire 
61.
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.
62.
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.
63.
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
64.
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
65.
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
66.
What type of data is numerical?
a)
Quantitative
b)
Qualitative
c)
Primary
d)
Secondary
67.

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

68.

Which of the following ARE methods of market research? (select as many as you think are appropriate)

a)

Questionnaires

b)

Product Tests

c)

Books

d)

Online searchs

69.
What is reliability?
a)
A set of questions fully answering what the business wants to know about a target market
b)
When a research technique produces results that are not correlated  
c)
When you can count on a company to perform well in the upcoming year
d)
When a research technique produces nearly identical results in repeated trials
70.
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
71.
Which of these is the best definition of a market-oriented business?
a)
The firm does market research after launching a product
b)
The firm produces a good that it believes will be successful
c)
The firm does market research before designing a new product
72.

Which of the following questions is market research not likely to find an answer to?

a)

Would consumers be likely to buy my product?

b)

Which method of production should I use?

c)

What price would consumers be likely to pay?

d)

Which businesses will be the main competitors?

73.

Which of the following best defines primary market research?

a)

It is data collection that always produces quantitative data

b)

It uses information that has already been collected

c)

It is also known as desk research

d)

It gathers original data by contacting consumers directly

74.

One of the claimed advantages of primary data is that:

a)

it is quick and easy to collect

b)

it is usually up-to-date

c)

it is always 100% accurate

d)

it is cheap because it has already been collected

75.

One of the claimed advantages of secondary data is that:

a)

it is always 100% accurate as the firm does the research

b)

it is usually up-to-date

c)

it is often cheap as the research has been done by others

d)

it will not be available to rival businesses

76.

One possible advantage of questionnaires to gather primary data is that:

a)

they are cheaper than all other forms of primary data

b)

the response to surveys sentthrough email is always good

c)

consumers can fill them in, in their own time & give detail

77.

In market research, a sample is defined as:

a)

a trial of the product so that consumers can test it at home

b)

a free gift to the consumer

c)

all of the potential consumers of a product

d)

a group selected from all of the potential product consumers

78.
Which is a reason for using a random sample of the population in market research?
a)
It is more accurate than asking the whole population
b)
It is more expensive than asking the whole population
c)
It gives everyone an equal chance of being questioned
79.

Which of the following is an example of secondary data collection?

a)

A traffic count to see how many vehicles passed by a shop

b)

A postal questionnaire researching into consumer tastes

c)

A newspaper report on the sales figures of a rival's product

80.

Which of the following will be likely to make a firm's market research more accurate?

a)

A smaller sample to save costs

b)

Greater use of secondary rather than primary data

c)

Testing a questionnaire on a small group of consumers

81.
One of the claimed advantages of using interviews in primary market research is that:
a)
the consumer answering the questions writes all the answers
b)
there is no chance of interviewer bias
c)
any questions that are unclear can be explained
82.

Which of the following statements is correct when designing a questionnaire?

a)

Keep the questions long and detailed

b)

Avoid 'closed' questions

c)

Ask 'leading' questions

d)

Keep the questions short to ensure the survery is completed

83.
One of the advantages of using bar charts to record data is that:
a)
they are eye-catching and the data can be easily understood
b)
the use of pictures is very eye-catching and accurate
c)
the graph shows the way in which the data changes over time
84.

The best way for a Sales Department to present figures from this year to compare with last year

a)

is to present it as a line graph

b)

is to present it as a pictogram

c)

is to present it as a pie chart

d)

is to present it as a tally chart

85.
The best way for a firm to show how the sales of five products contributed to total sales
a)
is to present it as a line graph
b)
is to present it as a pictogram
c)
is to present it as a pie chart
d)
is to present it as a tally chart
86.
Which data presentation would not be suitable for recording the number of cars passing a shop?
a)
a line graph
b)
a pictogram
c)
 a pie chart
d)
a tally chart
87.

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

88.
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
89.
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
90.

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

91.

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

92.

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

93.

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.

94.

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

95.

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

96.

Which is NOT an example of Market Segmentation?

a)

Income

b)

Gender

c)

Age

d)

Hair Colour

97.

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

98.

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

99.

The term "Demographics" refers to

a)

Grouping potential customers based on their beliefs and preferences

b)

Grouping potential customers based on whether or not they have purchased a product in the past

c)

Grouping potential customers using statistical data such as age, race and gender

d)

Grouping potential customers based on where they live

100.

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

101.
Customer Analysis(surveys) are a great source to study a customers buying habits.
a)
TRUE
b)
FALSE
102.
A ________analysis is based on a customers changes in attitudes, lifestyles, and opinions.
a)
Demographic
b)
Social-Cultural(Psychographics)
c)
Geographic
d)
Behavioral
103.
SWOT stands for....
a)
Social Awareness Talents
b)
Social Weakness of Threats
c)
Strengths, Weakness, Opportunities, Threats
d)
None of the abobe
104.
The change in climate of the city, where a product is being sold will affect the __________region of the marketing plan.
a)
Geographic
b)
Demographic
c)
Psychographic
d)
Telepathic
105.
___________is based on the way a customer use the product.
a)
Mass Marketing
b)
Behavioral
c)
Target Market
d)
Demographic
106.
__________are used to identify customers with similar wants and needs.
a)
Geographic Data
b)
Customer Survey
c)
Behavioral Research
d)
Market Segmentations Methods
107.
A customers interest in playing basketball can help a marketer determine his/her ______.
a)
Psychographic criteria
b)
Geographic criteria
c)
Demographic criteria
d)
Behavioral criteria
108.
Segmentation Variable is called..
a)
Customer Characteristics
b)
Market Components
c)
Mass Marketing
d)
None of the above
109.
Chad has an interest partying every weekend this can help a marketer determine his ______.
a)
Psychographic criteria
b)
Geographic criteria
c)
Demographic criteria
d)
Behavioral criteria
110.
Knowing a customers family size can not help determine the demographics of the target market.
a)
TRUE
b)
FALSE
111.
Ms. Montford's loyalty to purchasing only coach handbags will help in determining the_____ aspect of a Market Segmentation analysis.
a)
Target Market
b)
Behavioral
c)
Demographic
d)
Geographic
112.
Money left over after paying your bills and basic living necessities is called.
a)
Disposable Income
b)
Census
c)
Discretionary Income
d)
Savings account
113.
Knowing the income of a potential customer can help you determine products' __________.
a)
Pricing
b)
Place
c)
Promotion
d)
Label
114.
Africa-American, Asian, Hispanic, Caucasian are fall into the __________ category which helps determine how to market a product in a region.
a)
Gender
b)
Income
c)
Marital Status
d)
Ethnic Background
115.
_____________involves using a single marketing strategy to reach all customers.
a)
A Market Plan
b)
Keeping up with the trends
c)
Mass Marketing
d)
None of the above
116.
India researched the target market for her hair care business and found that 50% of African-American population live in the south. If she plans to be successful she should market her business in these cities...
a)
Baltimore, Richmond, Los Angles
b)
Atlanta, Columbia, Charlotte
c)
Oklahoma, Denver, Chicago
d)
All of the above
117.
Money left over after taxes is called...
a)
Disposable Income
b)
Income Tax Check
c)
Discretionary Income
d)
Income extra
118.
A consumer attitude includes all the following..
a)
healthy eating, trend-setting, exercising
b)
shoveling snow, wearing shorts in February 
c)
purchasing from the same company all the time
d)
moving from state to state
119.
A formal written document that directs a company's activities for a specific time is a___________.
a)
Technology solution
b)
Market Target
c)
Market Summary
d)
Marketing Plan
120.
___________ is a method used to identify customers with similar wants and needs.
a)
Selling
b)
Planning
c)
Market Segmentation
d)
Sales pitch