MCQs Contemporary Marketing Research

MCQ-Contemporary Marketing Research
1) Which form of data below can usually be obtained more quickly and at a lower cost
than the others?
a) Primary
b) Survey research
c) Experimental research
d) Secondary
e) Observational research
2) Secondary data are ________.
a) Collected mostly via surveys

b) Expensive to obtain
c) Never purchased from outside suppliers
d) Always necessary to support primary data
e) Not always very usable
3) Causal research is used to ________
a) Describe marketing problems or situations

b) Quantify observations that produce insights unobtainable through other forms of research
c) Find information at the outset in an unstructured way
d) Gather preliminary information that will help define problems
e) Test hypotheses about cause-and-effect relationships
4) Your colleague is confused about using the marketing research process, as he knows
that something is wrong but is not sure of the specific causes to investigate. He seems to be
having problems with ________, which is often the hardest step to take.
a) Selecting a research agency to help

b) Defining the problem and research objectives
c) Developing the research plan
d) Determining a research approach
e) C and D
5) In the second step of the marketing research process, research objectives should be
translated into specific ________.
a) Financial amounts
b) Results that justify the means
c) Marketing goals
d) Time allotments
e) Information needs
6) Secondary data consists of information ________.
a) That already exists somewhere and was collected for another purpose
b) Used by competitors
c) That does not currently exist in an organized form
d) That already exists somewhere and is outdated
e) That the researcher can obtain through surveys and observation
7) Which form of data below can usually be obtained more quickly and at a lower cost
than the others?
a) Survey research
b) Syndicated
c) Secondary
d) Primary
e) Online marketing research
8) Your assistant wants to use secondary data exclusively for the current research
project. You advise him that the use of secondary data has some potential problems. Which of
the following is not one of them?
a)It may not be current.

b)It may not exist.
c)It may not be useable.
d)It may not be relevant
e)It is generally more expensive to obtain than primary data
9) Which method could a marketing researcher use to obtain information that people are
unwilling or unable to provide?
a) Focus groups
b) Personal interviews
c) Questionnaires
d) Observational
research e)Internet surveys
10) Survey research, though used to obtain many kinds of information in a variety of
situations, is best suited for gathering ________ information.
a) Attitudinal
b) Personal
c) Preference
d) Exploratory
e) Descriptive
11) Typically, customer information is buried deep in separate databases, plans, and
records of many different company functions and departments. To overcome such problems,
which of the following could you try?
a) Customer satisfaction measurement

b) Synergetic meetings of the minds
c) Customer relationship management
d) More sophisticated software
e) Less marketing intelligence
12) Survey research is least likely to be conducted through which of the following?
a)Observation
b) Person-to-person interactions
c) The telephone
d) The Web
e) The mail
13) Which of the following is not a disadvantage of telephone interviews.
a)Interviewer bias is introduced

b)Under time pressures, some interviewers might cheat.
c)Potential respondents may refuse to participate
d)They are more expensive to conduct than mail questionnaires.
e)Interviewers tend to interpret answers similarly.
14) Which form of marketing research is flexible, allows for explanation of

difficult questions, and lends itself to showing products and advertisements?
a) Personal interviewing
b) Ethnographic research
c) Observational research
d) Online interviewing
e) Phone interviewing
15) Which of the following is a disadvantage of online focus groups?
a) Results take longer to tabulate and analyze.

b) Participants must be in a central location.
c) The cost of online focus groups is greater than that of most other qualitative research
methods.
d) The format of focus groups can be varied.
e) The Internet format can restrict respondents' expressiveness.
16) Mr. Ravi regularly conducts online marketing research at work. He has found that it
has several advantages over traditional methods. Which of these is not an advantage?
a)Respondents cannot remain anonymous.

b)It is more cost efficient.
c)It is easy to control who responds to surveys.
d) Report generation turnaround time is much
quicker e)It is easier for respondents to complete.
17) What are the two types of research data?
a) Qualitative and Quantitative.

b) Primary and secondary.
c) Predictive and quantitative.
d) Qualitative and predictive.
18) What is a major drawback of probability sampling?
a) Takes too much time

b) Sampling error cannot be measured
c) Easiest population from which to obtain info is chosen
d) Everyone has an equal chance of selection
e) Reliance on the judgment of the researcher
19) The most common research instrument used is the
a) Questionnaire
b) Moderator
c) Telephone interviewer
d) Live interviewer
e) Mechanical device
20) In marketing research, the ________ phase is generally the most expensive and most
subject to error.
a) Interpreting and reporting the findings

b) Exploratory research
c) Data collection
d) Planning
e) Data validation
21) Despite the data glut that marketing managers receive, they frequently complain
that
they lack ________.
a) Enough information of the right kind

b) Accurate and reliable information
c) Quality information
d) Valid
information e)Timely
information
22) The real value of a company's marketing research and information system lies in
the _____
a) Amount of data it generates

b) Marketing information system it follows
c) Efficiency with which it completes studies
d) Variety of contact methods it uses
e) Quality of customer insights it provides
23) What is the first step in the marketing research process?
a) Developing a marketing information system

b) Developing the research plan for collecting information
c) Implementing the research plan
d) Defining the problem and research objectives
e) Interpreting data and deciding on type of research
24) In CRM, findings about customers discovered through ________ techniques often
lead to marketing opportunities.
a) Data warehouse
b) Customer loyalty management
c) Customer relationship strategy
d) Data mining
e) Value network
25) What source of marketing information provides ready access to research information,
stored reports, shared work documents, contact information for employees and other
stakeholders, and more?
a) An extranet
b) Marketing intelligence
c) The Internet
d) An internal database
e) An intranet
26) When managers use small convenience samples such as asking customers what they
think or inviting a small group out to lunch to get reactions, they are using ________.
a) Informal surveys
b) Experiments
c) Focus groups
d) Observation
e) Marketing intelligence
27) A common problem in international marketing research is the availability of ________.
a) Primary data
b) Research specialists
c) Secondary data
d) Consumers willing to answer surveys
e) Intelligence limitations
28) Which type of research would be best suited for identifying which demographic
groups prefer diet soft drinks and why they have this preference?
a) Exploratory research
b) Descriptive research
c) Experimental research
d) Ethnographic research
f) Survey research
29) As a small business consultant, you recommend to your clients that they use no-cost
methods of observation to gather market research. Which of the following are you not likely to
recommend your clients do?
a) Visit and socialize with competitors

b) Observe vehicle and pedestrian traffic.
c) Monitor competitors' advertising from local media
d) Hire additional staff to observe extensively
e) Evaluate their customer mix–how many and what kind of customers.
30) Marketing intelligence is everyday information about developments in the marketing

environment that assists marketers in their preparation of their plans and strategies. This
information is obtained from a number of sources and includes which of the following?
a) Newspaper articles.
b) Sales representative feedback.
c) Competitor intelligence
d) Trade journals.
e) Customer feedback.
f) All of the above.
31) The marketing research process consists of four steps. Which of the following is not
one of these steps?
a) Evaluating the competitor strategies.

b) Developing the research plan for collecting information.
c) Defining the problem and research objectives.
32) What do many researchers encounter when conducting market research in foreign
countries?
a) Some countries have poor roads that limit personal contacts.

b) Some cultures may not value marketing research.
c) Some countries have poor mail services
d) Some countries have few telephones, limiting access to respondents
e) All of the above
33) Ravi just completed reading a marketing research report about the top 25 countries
that purchase German products. What might the report say about international research with
these countries?
a) Despite the costs of international research, the costs of not doing it are higher.
b) There is a lack of qualified research personnel.
c) The costs are higher than the benefits.
d) Interpretations of German quality are consistent among different countries.
e) It is on the decrease due to high costs.
34) Behavioural targeting, the practice of ________, is being used by more and more
companies.
a) Mining and analyzing data from data warehouses

b) Tracking customers' activities and rewarding customer loyalty
c) Observing and interacting with consumers in their natural environments
d) Managing customer relationships
e) Tracking consumers' online movements and using this information to target ads to
them
35) To consumers, research studies may appear to be little more than vehicles for
________.
a) Gathering names for resale

b) Building company image
c) Training future salespeople to work with people face-to-face
d) Selling the sponsor's products
e) Criticizing competition
36) Qualitative research is exploratory research used to uncover consumer attitudes,

motivations and behavior. What techniques can be applied to obtain qualitative research?
a) Elicitation interviews.
b) One to one interviews.
c) Focus groups.
d) All of the above
e) None of the above.
37) What are examples of techniques of obtaining qualitative data?
a) Survey research/questionnaires; focus groups; in-depth interviews;

observational techniques; experimentation.
b) Video conferencing; focus groups; in-depth interviews; observational techniques.
c) Survey research/questionnaires; focus groups; in-depth interviews; observational
techniques; call centre feedback. d) All of the above.
38) What are four methods of continuous research?
a) Consumer panels; home audits; omnibus surveys; retail audits.

b) Consumer panels; home audits; personal interviews; omnibus surveys.
c) Home audits; omnibus surveys; personal interviews; in-store video footage of
consumer behaviour.
d) Consumer panels; home audits; personal interviews; in-store video footage of
consumer behaviour.
e) All of the above
f) None of the above
39) “what new product should be developed” is an example of …………??
a) Causal
b) Exploratory
c) Descriptive
d) None of the above
40) Sources of marketing information are categorized into two groups - what are they?
a) External sources; internal sources.

b) Causal resources.
c) Macro environmental sources; micro environmental sources
d) All of the above.
41) What are the criteria for evaluating secondary data sources?
a) Source of data; who collects the data; method of data collection; construct of research.
b) Source of data; who collects the data; method of data collection; construct of data.
c) Relevance of data; who collects the data; method of data collection; who paid for the
research.
d) Relevance of data; who collects the data; method of data collection; evidence of
careful work.
42) What are three popular methods for obtaining primary data?
a) Experimentation; personal interview; Delphi technique.

b) Survey; interviews; experimentation.
c) Interviews and surveys; observation; experimentation.
d) Interviews and surveys; observation; Harrison methodology.
43) Marketing research is the function that links the ___________ to the marketer through
information---information used to identify and define marketing opportunities and problems; to
generate, refine and evaluate marketing actions; to monitor marketing performance; and to
improve understanding of the marketing process.
a) Marketer, agent and retailer
b) Demander, buyer and user
c) Specifier, influencer and user
d) Consumer, customer and public
44) The marketing information system (MIS) begins and ends with __________
a) Marketing managers
c) Information technologies
d) Consumers
45) As marketing managers and researchers define the problem and set research
objectives, they should employ the following type(s) of research: __________
a)Exploratory research alone

b)Exploratory, descriptive and causal
research c)Descriptive research alone
d)Causal research alone
46) What are secondary data?
a) Information that has been collected for the specific purpose at hand
b)Information that has already been collected and recorded for another purpose and
is thus readily accessible
c)Information based on second-rate research
d)Information based solely on rumours
47) Small businesses and non-profit organisations on shoestring budgets nevertheless have
access to useful marketing information by __________
a)Relying exclusively on secondary data

b)Conducting informal surveys
c)Collecting and evaluating secondary data, as well as observing and conducting their
own surveys and experiments
d)Hiring a few highly-skilled researchers
48) International marketers may have difficulty finding useful secondary data in
other countries mainly because __________.
a)Secondary data are difficult to translate

b)Foreign consumers may be hostile to marketers
c)Some countries lack reliable research services---if they provide such services at
all d)Consumers tend to lie on surveys and in interviews, either deliberately or
inadvertently
49) Which of the following represents major public policy and ethics issues in
marketing research?
a) Intrusion on and abuse of consumer privacy
b) Representing database compilation and promotional pitches as 'pure' research
c) Intrusion on consumer privacy and the misuse of research findings
d) False claims and pushy sales representatives
50) What is the first stage of the marketing research process?
a) Implement the research plan

b) Collect and analyse the data
c) Develop the research plan
d) Report the findings
e) Define the research problem
51) Primary data is ___________.
a) Always collected before secondary data

b) Collected for the specific purpose at hand
c) Information that already exists
d) Data collected for other purposes
e) Usually collected through annual reports
52) What are the two major advantages of collected data through telephone
interviews?
a)Sample control and speed of data collection

b)Cost and response rate
c)Cost and speed of data collection
d)Flexibility and quantity of data collected
e)Control of interviewer effects and quantity of data collected
53) Expratory research undergoes following methods except
a) Expert surveys
b) Pilot study
c) Case studies
54) Census comes under which research?
a) Causal
b) Exploratory
c) Descriptive
55) Cause and effect research comes under which research type?
a) Causal
b) Exploratory
c) Descriptive
56) Rigid sequential approach to sampling and data collection comes under which
research
a) Causal
b) Exploratory
c) Descriptive
57) …………….. is called pre-assumption of the expected result of the research
a) Hypothesis
b) Expenditure
c)Research problem
58) ………………….. is kind of prelude to the end result one hopes to achive and
therefore it requires considerable thoughts
a) Hypothesis
b) Expenditure
c)Research problem
59) Detail blueprint of research is called as……………….
a) Research proposal
b) Research design
c) a and b
d) a or b
60) In which type of research hypothesis is vague??
a) Causal
b) Exploratory
c) Descriptive
61) “How should a new product be distributed??” is an example of …………?
a) Causal
b) Exploratory
c) Descriptive
62) “Will increase in the service staff be profitable?” Is an example of…………??
a) Causal
b) Exploratory
c) Descriptive
63) A powerful tool use in longitudinal research with exactly same people, group or
organization across time periods is called…………..
a) Focus group
b) consumer panel
c) RSA
64) For primary data to be useful to marketers, it must be relevant, current, unbiased,
and
________.
a) Complete
b) Accurate
c) Inexpensive
d) Collected before secondary data
e) Experimental
65) . ………………… is the variation of the panel with data being collected from retail
stores on the product being stocked, shelf placed , sale and promotion , so on
a) Retail
shop audit
b) consumer panel c
TRP
d) None of the above.
66) Multiple business locations, recourse , budget limitations is challenges for….
a) Retail shop audit

b) consumer panel
c) TRP
d) None of the above.
67) The advertising is selecting slots for the advertising on the basis of which study?
a) Retail shop audit

b) consumer panel
c) TRP
d) Media Audience tracking study.
68) What is TRP?

a) Television Rating point
b) Television rating part
c) All of the above
d). Television Rating process
69) _____________ research is the gathering of primary data by watching people.
a)Survey
b)Informative
c) Observat
ional
d)Experimental
e)Causal
70) Market research is function linking the consumer customer and public to market through
a) The media
b) Information
c) Market research
d) All of the above
71) Marketing research is related to………………
a) Finance process
b) Marketing Process
c) Business Process
72) Advance plan of research is called as
a) Research process
b) Research design
c) Research proposal
73) Research design consist of following things except…………….
a) Hypothesis
b) Expenditure
c) Research problem
74) A formal statement of research question or “purpose of research study” generally
a) Is made prior to literature review

b) Is made after literature review
c) Will help guide the research process
d) Both a and c
75) Source of research problem include
a) Researcher’s experience
b) Practical issue that require solutions
c) Theory and past research
d) All of the above
76) A………….. is written account of the plan for the research project.
a) Research design
b) Research proposal
c) Hypothesis
d) All of the above
77) In qualitative research proposal you would not expect to see a
a) Research questions
b) Research rim
c) Hypothesis
d) Operational definition
78) Following are characteristics of hypothesis except
a) Clarity
b) Simple
c) Consistent
79) The null hypothesis is
a) which is to be disprove
b) H0
c) None of the above
d) A and B
80) The research which is “unstructured, qualitative, highly flexible “ is called as a.

Causal
b) Exploratory
c) Descriptive
81) …………… is snapshot of some aspect of the market environment

a) Causal
b) Exploratory
c) Descriptive
82) Which of the following is advantages of stating of HYPOTHESIS ??
a) It forces researcher to think deeply and specifically about the possible outcome
of study
b) It simplifies the study

c) None of the above
d) All of the above
83) Customer Satisfaction is an example of which of research design?
a) Qualitative
b) Quantitative
c) Causal
84) Alternative hypothesis is
a) H0
b) Ha
c) Which shows positive relationship between the variables
d) B,C
85) Following are techniques of Qualitative Research ?
a) Depth interview
b) Focus group
c) Projective technique
d) All of the above
86) Data analysis in qualitative research as contrasted with qualitative

research is generally
a) Theoretical
b) Deductive
c) Applied
d) Inductive
87) Which of the following is not general feature that characteristics most
qualitative research?
a) Inflexible design
b) Holistic process
c) Naturalistic inquiry
d) Personal contact
88) Conclusion from qualitative research are:
a) Less certain than from quantitative

b) Of little practice use
c) Seldom defensible
d) Of descriptive value only
89) The first step in the marketing research process is:
a) Defining the problem

b) Gathering the budget necessary to conduct the research
c) Establishing the need for marketing research
d) Getting approval from top management to do research
e) Finding an appropriate marketing firm to carry out the research project
90) Which of the following is true regarding the steps in the marketing research
process?
a) Not all studies use all steps in the marketing research process.
b) There is nothing sacred about the number of steps in the research process as
proposed by your authors.
c) The steps in the marketing research process presented by your authors are
universally
accepted and are adopted by the American Marketing Association. d) A and C are
true.
e) A and B are true.
91) In establishing the need for marketing research, which of the following
would serve as a good decision rule for managers?
a) Ensuring that competitors are using marketing research, therefore a company considering
marketing research would not be at a competitive disadvantage b) Determining
the value to be derived from marketing research
c) Determining the cost of conducting marketing research
d) Weighing the value derived from the marketing research with the cost of
obtaining the marketing research information
e) Ensuring that subordinates are in favor of conducting the marketing research
92) Sometimes managers know that marketing research is not needed. In which of
the following cases would marketing research NOT be needed?
a) Competitors have introduced a successful new product and it is too late to respond.
b) Brand managers wish to assess the profitability of different items in the product line
and this information is available from the internal reports system.
c) There have been significant changes in the demographic characteristics of the market
since marketing research was last conducted.
d) A competitor has introduced a new innovative distribution system.
e) An internal analysis indicates that the company is losing distributors at an alarming rate.
93) Under which of the following conditions will marketing research likely have
greater value to management?
a) When the research helps clarify problems or opportunities

b) When the research identifies changes that are occurring in the marketplace among
consumers and/or competitors
c) When the research clearly identifies the best alternatives to pursue
d) When the research helps a company's brand establish a competitive advantage e) All
of the above
94) Which of the following statements is true regarding the marketing research step
"defining the problem"?
a) Defining the problem is the third most important step in the research process.
b) Defining the problem should be undertaken only after the project has been
approved by top management.
c) Defining the problem is the most important step in the marketing research process.
d) Defining the problem should be undertaken only after a sufficient number of firms have
been gathered to conduct the marketing research project.
e) Defining the problem is the eighth step in the marketing research process.
95) Problems stem from which two primary sources?
a) Gaps between what is supposed to happen and what did happen and gaps between
what is supposed to happen and what happened in the past.
b) Gaps between what is supposed to happen and what did happen and gaps
between what did happen and what could have happened
c) Gaps between what is happening now and what happened prior to the present
d) Gaps between what management desires and what stockholders desire
e) Gaps between what present consumers desire and what potential consumers desire
96) Which of the following is true regarding research objectives?

a) Research objectives, when achieved, will provide sufficient earnings to
obtain a reasonablereturn on investment.
b) Researchobjectives, when obtained, will ensure the viability of the marketing
research department.
c) Research objectives, when achieved, provide the information necessary to
solve the problem.
d) Research objectives are seldom achieved but should be stated as goals to be
sought.
e) Research objectives should never be put in writing until the fourth step of the
marketing research process.
97) Which of the following is true regarding research design?
a) There are four categories of research design.

b) There are three categories of research design.
c) There are five categories of research design.
d) There are eight categories of research design.
e) Research design may not be categorized.
98) Which of the following would be true regarding exploratory research?

a. Exploratory research is highly structured.
b. Exploratory research is very formal.
c. Exploratory research determines causality.
d. Exploratory research is both unstructured and informal.
e. Exploratory research answers who, what, where, when, and how questions.
99) Interview is an example of which data??
a)Primary
b) Second
ary c)Both a
and b
100) Main drawback of primary data is?
a) Biasness
b) sample
design c)Research
problem
d) All of the above
101) Wrong questionnaire is an example of …………..

a. Primary data collection
problem b. Secondary collection
problem
c. a and b both
d. None of the above
102) ……………… usually is a list of population members to obtained a sample.
a) Sampling Frame
b) Sample
c) Sampling
d) All of the above
103) All sample have same chance of getting selected is called as…………
a) Probability
b) Non-Probability
c) Quota
d) Snowball
104) Convenience sampling is an example of
a) Probabilistic sampling
b) Stratified sampling
c) Nonprobabilistic sampling
d) Cluster sampling
105) Which of the following is an example of nonprobabilistic sampling?
a) Simple random sampling

b) Stratified simple random sampling
c) Cluster sampling
d) Judgment sampling
106) Stratified random sampling is a method of selecting a sample in which

a) The sample is first divided into strata, and then random samples are taken from each
stratum
b) Various strata are selected from the sample
c) The population is first divided into strata, and then random samples are drawn
from each stratum
d) None of these alternatives is correct.
107) Despite the data glut that marketing managers receive, they frequently complain that
they lack ________.
a) Enough information of the right kind

b) Timely information
c) Accurate information
d) Reliable information
e) Valid information
108) Which of the following is true regarding causal research?
a. Causal research is the questions of who, what, where, when, and how.
b. Causal research is informal and unstructured.
c. Causal research isolates causes and effects.
d. Causal research describes marketing phenomena.
e. Causal research is the seventh step in the marketing research process.
109) Which of the following is true regarding primary information?
a. Primary information is information gathered on school children in the primary

grades first through fifth.
b. Primary information refers to information that is collected in the early, or
primary, stages of the marketing research process.
c. Primary information is information that has already been collected for some
other purpose.
d. Primary information is information collected specifically for the
problem at hand.
e. Primary information is one of 12 different types of information sources.
110) Which of the following determines how representative a sample is of a

population?
a. The size of the sample

b. The sampling company from which the sample is acquired
c. The sample plan
d. The size of the sample relative to the size of the population
e. How varied the population is
111) Which of the following is true regarding the size of the sample?
a) There is no such thing as having a sample that is too large.

b) You should strive to have a sample that is at least 50 percent of the size of the population.
c) A sample size that is too large wastes research dollars; the sample size should be just
c) Large enough to give the researcher accurate results without wasting money.
d) Sample size is more important than the sample plan.
e) Only samples with large sample sizes may be considered representative samples.
112) The existing company information is an example of which data??
a)Primary
b) Secondary
c) Both a and b
d)None of the above
113) Which of the following statements is NOT true regarding information collected
for marketers?
a) Many managers lack information of the right kind.

b) Most managers do not need more information.
c) Most managers need better information.
d) Many managers are burdened by data overload.
e) Managers have enough of the right information.
114) A marketing information system (MIS) consists of people and procedures to

assess information needs, ________, and help decision makers analyze and use the
information.
a) Experiment to develop information

b) Test market the information
c) Develop the needed information
d) Critique the needed information
e) Question the needed information
115) A good MIS balances the information users would ________ against what they
really
________ and what is ________.
a) Need; like; feasible

b) Like; can afford; needed
c) Like to have; need; feasible to offer
d) Need; can afford; useful
e) Use; have to use; available
116) Marketers must weigh carefully the costs of additional information against the
________
resulting from it.
a) organization
b) benefits
c) creativity
d) ethical issues
e) cost
117) Four common sources of internal data include the accounting department, operations,
the sales force, and the ________.
a) Owners
b) Stockholders
c) Marketing department
d) Competition
e) Web
118) Marketing information from which type of database usually can be accessed more
quickly and cheaply than other information sources?
a) External B)
C) Dun & Bradstreet's

D)internal
E) Hoover's
119) ________ is the systematic collection and analysis of publicly available information
about consumers, competitors, and developments in the marketing environment.
a) Marketing data
c) Sales management
d) Customer intelligence
e) Competitive intelligence
120) Which of the following statements regarding marketing intelligence is true?
a) The advantage of using competitive intelligence is negligible.
b) All marketing intelligence is available for free.
c) Marketing intelligence relies upon privately held information.
d) Marketing intelligence relies upon publicly available information.
e) Marketing intelligence gathering is more focused on gaining insights into consumer
activities than competitors' activities.
121) Which of the following is NOT considered a source of marketing intelligence?
a) Suppliers
b) Resellers
c) Key customers
d) Causal research
e) Activities of competitors
122) Which of the following is NOT a potential source for marketing intelligence?
a) Looking through competitors' garbage

b) Purchasing competitors' products
c) Monitoring competitors' sales
d) Collecting primary data
e) Talking with purchasing agents
123) Which of the following is an example of a free online database that a company could
access in order to develop marketing intelligence?
a) LexisNexis
b) ProQuest
c) Dialog
d) The U.S. Security and Exchange Commission's database
e) Hoover's
124) ________ is the systematic design, collection, analysis, and reporting of data relevant
to a specific marketing situation facing an organization.
a) The marketing information system

c) Marketing research
d) Competitive intelligence
e) Causal research
125) What is the first step in the marketing research process?
a) Developing a marketing information system

b) Defining the problem and research objectives
c) Developing the research plan for collecting information
d) Implementing the research plan
e) Hiring an outside research specialist
126) Which step in the four-step marketing research process has been left out of the
following list: defining the problems and research objectives, implementing the research plan,
and interpreting and reporting the findings?
a) Developing the research budget

b) Choosing the research agency
c) Choosing the research method
d) Developing the research plan
e) Comparing and contrasting primary and secondary data
127) Causal research is used to ________.
a) Test hypotheses about cause-and-effect relationships

b) Gather preliminary information that will help define problems
c) Uncover information at the outset in an unstructured way
d) Describe marketing problems or situations
e) Quantify observations that produce insights unobtainable through other forms of research
128) Managers often start with ________ research and later follow with ________
research.
a) Exploratory; causal
b) Descriptive; causal
c) Descriptive; exploratory
d) Causal; descriptive
e) Causal; exploratory
129) Your colleague is confused about using the marketing research process, as he knows
that something is wrong but is not sure of the specific causes to investigate. He seems to be
having problems with ________, which is often the hardest step to take.
a) Developing the research plan

b) Determining a research approach
c) Defining the problem and research objectives
d) Selecting a research agency
130) Through which of these sources of information is a competitor LEAST likely to

reveal intelligence information?
a) Annual reports
b) Trade show exhibits
c) Web pages
d) Press releases
e) Internal marketing conferences
131) To combat marketing intelligence efforts by competitors, Unilever Corporation is

now providing ________ to employees.
a) Competitive intelligence training

b) Privacy blocks
c) Protection
d) Less information
e) A code of ethics
132) The objective of ________ research is to gather preliminary information that will
help define the problem and suggest hypotheses.
a) Exploratory
b) Descriptive
c) Causal
d) Primary
e) Secondary
133) In the second step of the marketing research process, research objectives should
be translated into specific ________.
a) Marketing goals
b) Information needs
c) Dollar amounts
d) Research methods
e)Information sources
134) Secondary data consists of information ________.
a) That already exists somewhere but is outdated

b) That does not currently exist in an organized form
c) That already exists but was collected for a different purpose
d) Used by competitors
e) That researchers can only obtain through surveys and observation
135) Information collected from online databases is an example of ________ data.
a) Primary
b) Secondary
c) Observational
d) Experimental
e) Ethnographic
136) Your assistant wants to use secondary data exclusively for the current research project.
You advise him that the use of secondary data has some potential problems. Which of the
following is NOT one of them?
a) It may not exist.

b) It may not be relevant.
c) It is generally more expensive to obtain than primary data.
d) It may not be current.
Marketing Research – Exercises Introduction to marketing researtch: Scientific research approach ...
e) It may not be impartial.
137) Which method could a marketing researcher use to obtain information that people are
unwilling or unable to provide?
a) Observational
b) Survey
c) Questionnaire
d) Focus groups
e) Personal interviews
138) Ethnographic research ________
a) Comes from traditional focus groups

b) Is gathered where people live and work
c) Provides secondary data
d) Is most popular in the service sector
e) Provides data to marketers when observation is impossible
1. Introduction to marketing research: Scientific research approach and Problem definition

Multiple choice and True or false
1. The process of marketing involves all of the following EXCEPT:

a) Product
b) Production
c) Pricing
d) Distribution
e) Promotion
2. Problem identification research is undertaken to:

a. Help identify problems that are not apparent on the surface and yet exist or may exist in the
future.
b. Develop clear, concise marketing segments.
c. Help solve specific research problems.
d. Establish a procedure for development of a primary research plan.
3. Which of the issues listed below would be addressed using problem-solving research?
a. the need to understand market potential
b. the need to understand current cultural trends
c. the need to understand changes in consumer behavior
d. the need to determine where to locate retail outlets
4. Every marketing research project is unique in its own sense.

a. True
b. False
5. Marketing managers require the information from marketing research for various reasons. Which of the
following is/are the reason(s) for the requirement of that information?
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5
a. More and more companies are facing international competition.
b. Consumers have become very demanding and are asking for newer products and services all the time.
c. Managers are becoming distant from consumers due to layers in organizational hierarchy.
d. All of the above.
6
6. In contrast to marketing researchers, management decision-makers are more focused on:

a. scientific and technical analysis of emerging phenomenon
b. market performance
c. proactive research
d. long-term strategic investigation of marketplace
7. A research project can involve both problem identification and problem-solving research.
a. True
b. False
8. To convert a management dilemma into a research question what should a manager and researcher focus on:
a. The decision making environment
b. Alternative courses of action
c. Objectives of the decision makers
d. Consequences of alternative actions
e. None of the above
f. All of the above
9. Conducting marketing research guarantees success.

a. True
b. False
10. Marketing research can assist in the decision making process

a. True
b. False
7
Marketing Research – Exercises Exploratory research design
Solutions to chapter 1 questions

1. b
2. a
3. d
4. True
5. d
6. b
7. a
8. f
9. b
10. a
2. Exploratory research design

1. Which of these count as data?

a. The number of males and females in a group
b. The number of employees in an organization
c. A tape recorded interview
d. A poster for a brand of coffee
e. All of these
2. When the research objective of a study is to gain background information and to clarify the research problems
to create hypotheses, it is generally referred to as:
a. Exploratory research design
b. Descriptive research design
c. Causal research design
d. Experimental research design
e. All of the above
© UBS 2010. All rights reserved.
3. Which of the following is TRUE?

a. Secondary data are more accurate than primary data.
b. The researcher should attempt to gather secondary data before initiating a search for primary data.
10
c. Primary data are gathered by the researcher and secondary data by other researchers.
d. If a researcher obtains secondary data from the party who collected them, he or she is using a
secondary source of secondary data.
e. They are all false.
4. A quantitative research study aims to achieve all of the following, EXCEPT:

a. test various types of hypotheses
b. make accurate predictions about relationships between market factors and behaviour
c. generate sustainable competitive advantages for an organization
d. gain meaningful insights into the relationships between variables
e. validate the existing relationships between variables
5. Qualitative research techniques perform better for which of the following issue in comparison to quantitative
research techniques?
a. Developing generalizable findings
b. Gathering rich data
c. Distinguishing small differences
d. High reliability
e. High validity
6. The optimal number of participants for a focus group is:

a. 1-2 members
b. 3-7 members
c. 8-12 members
d. 12-20 members
e. 20-50 members
7. For which of the following projects would secondary data collection likely be sufficient in arriving at a
conclusion?
a. A bank wants to determine how the bank's customers feel about the new service they have introduced.
b. A fast-food franchisee wants to determine the market potential for a new type of specialty food in a
certain area.
c. A department store chain wants to know whether consumers will spend more money if a coffee shop
was introduced.
11
d. A pet food manufacturer wants to determine whether dogs will prefer a new type of dog food.
e. None of the above.
8. The basic rule for data collection process is:

a. Always start by consulting the governmental statistics website
b. Begin with primary data, then supplement if needed with secondary data.
c. Begin with secondary data, then proceed if necessary to collect primary data.
d. Always investigate external sources of secondary data first.
e. Design a field experiment to collect primary data.
9. Which of the following are advantages of individual depth interviews?

a. They allow deeper and candid discussion.
b. They eliminate the negatives that group influences have in a focus group.
c. None of the above
d. Both of the above (a and b)
10. Which of the following is not a project technique:

a. In-depth interview
b. Pictorial construction
c. Word association tests
d. Sentence completion tests
e. Role plays
12
Marketing Research – Exercises Solutions to chapter 2 questions

1. e
2. a
3. b
4. c
5. b
6. c
7. b
8. c
9. d
10. a
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12
Marketing Research – Exercises Conclusive research design
3. Conclusive research design

1. Which of the following methods can be used in administering survey instruments?

a. Personal interview
b. Mall intercept
c. Internet
d. Mail interview
e. All of the above
f. None of the above
2. All of the following are advantages of surveys, EXCEPT:

a. Surveys can tap into factors that are not directly observable
b. One can accommodate large sample sizes at relatively modest costs
c. Administration of surveys is relatively easy
d. One can make extensive use of probing questions using a survey
e. Survey data can be used with advanced statistical analysis
3. Most conclusive research designs involve qualitative research techniques.

a. True
b. False
15
Marketing Research – Exercises Conclusive research design
4. What does CATI stand for in marketing research?

a. Computer anonymized telephone interaction
b. Computing & analysing technical information
c. Computer associated telephone interaction
d. Computer assisted telephone interviewing
5. Which of the following is NOT an advantage of a self-administered survey?

a. Cost per survey
b. Respondent control
c. Interviewer-respondent bias
d. Flexibility
e. Anonymity in responses
6. What observation method is the most flexible?

a. Personal observation
b. Mechanical observation
c. Audit
d. All of the above
7. The survey method involves a structured questionnaire administered to a sample of a population and designed to
elicit specific information from respondents.
a. True
b. False
8. Descriptive designs involve mostly experimentation.

a. True
b. False
9. Cross-sectional designs and longitudinal designs are at times compared with a photograph and a movie
respectively.
a. True
b. False
10. Method of observation depends on:

a. Directness of approach
b. Respondent’s awareness of being observed
c. The rigour of information and structure
d. Observation recording method
e. All of the above
16
1. .

1. e
2. b
3. b
4. d
5. d
6. a
7. a
8. b
9. a
10. e
21
Marketing Research – Exercises Sampling
4. Sampling
1. In what of the following situations sampling plays an important role:

a. In identifying, developing, and understanding new marketing concepts that need to be investigated
b. In designing questionnaires
c. In reducing the time and money it will take to conduct a survey
d. In developing scale measurements used to collect primary data
e. All of the above
2. We use sampling many times during our daily lives.

a. True
b. False
3. The studies which cover all the members of are called ‘census’.
a. Elements
b. Population
c. Sample
d. Sampling frame
e. All of the above
4. A is a representation of the elements of the target population.

a. Population
b. Sampling frame
c. Sample
d. Element
e. All of the above
5. Non-sampling errors represent any type of bias that is attributable to mistakes in either drawing a sample or
demining the sample size.
a. True
b. False
6. Which of the following is a not a probability sampling technique

a. Systematic random sampling
b. Cluster sampling
c. Quota sampling
d. Stratified sampling
7. In which sampling technique a random number table is employed.

a. Snowball sampling
b. Simple random sampling
c. Systematic random sampling
d. Convenience sampling
22
Marketing Research – Exercises Sampling
8. In which technique selection of sample is left entirely to the researcher.

a. Convenience sampling
c. Stratified sampling
d. Cluster sampling
9. Which nonprobability sampling technique is called as the most refined nonprobability technique?
a. Convenience sampling
c. Judgement sampling
d. Quota sampling
e. Snowball sampling
10. In which of the sampling techniques each sampling unit has a known, nonzero chance of selection.
a. Probability sampling technique
b. Nonprobability sampling technique
23

1. e
2. a
3. b
4. b
5. b
6. c
7. b
8. a
9. d
10. a
24
Marketing Research – Exercises Measurement and scaling
1. Measurement and scaling

1. Most people use measurement in their daily lives.

a. True
b. False
2. The idea of assigning numbers can be helpful in:

a. allowing statistical testing
b. facilitating easier communication
c. Both a and b
d. None
3. The appropriateness of the raw data being collected depends directly on the scaling technique used by the
researcher.
a. True
b. False
27
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4. Which of the following scale has assignment property?

a. Nominal
b. Ordinal
c. Interval
d. Ratio
e. All of the above
5. The interval scale possesses all of the below properties, except:

a. Assignment
b. Order
c. Distance
d. Origin
e. All of the above
6. The origin property refers to a numbering system where zero is the displayed or referenced starting point in the
set of possible responses.
a. True
b. False
7. Which among the following is not comparative scaling technique?

a. Paired comparison
b. Rank order
c. Constant sum scale
d. Q-sort
e. Stapel scale
8. Which among the following is not a noncomparative scaling technique?

a. Likert
b. Stapel
c. Semantic differential
d. Rank order
9. Respondent characteristics such as intelligence, education does not have any affect the test score.
a. True
b. False
10. Validity refers to scale consistency over a period of time.

a. True
b. False
29

1. a
2. c
3. a
4. e
5. d
6. a
7. e
8. d
9. b
10. b
32
Marketing Research – Exercises Questionnaire design
6. Questionnaire design
1. A questionnaire is a formalized set of questions involving one or more measurement scales designed to collect
specified secondary data.
a. True
b. False
2. The first step in developing a questionnaire is to specify the information needed in researchable format.
a. True
b. False
3. In which of the following interviewing methods most complex question scales can be used easily?
a. Personal interviews
b. Telephone interviews
c. Mail interviews
d. Online interviews
4. Unstructured questions are also called as:

a. Close ended
b. Open ended
c. Both
d. None
5. Open ended questions are mostly used in:

a. Exploratory research
b. Conclusive research
c. Both
d. None
6. What should be avoided when developing a questionnaire?

a. Complex words
b. Ambiguous words
c. Leading questions
d. Generalizations
e. All of the above
33
Marketing Research – Exercises Questionnaire design
7. Double barrelled questions should be avoided in questionnaire development.

a. True
b. False
8. The forward and opening questions are highly important in gaining respondents’ trust and making them feel
comfortable with the study.
a. True
b. False
9. Most socioeconomic and demographic questions are defined as:

a. Identification information
b. Specific information
c. Classification information
d. All of the above
10. A questionnaire should not be used in the field survey without being adequately pilot tested.
a. True
b. False
34

1. b
2. a
3. a
4. b
5. a
6. e
7. a
8. a
9. c
10. a
35
Marketing Research – Exercises Data preparations and preliminary data analysis
7. Data preparation and preliminary data analysis

1. Most market research studies can be solved only by collecting secondary data.
a. True
b. False
2. Which of the following steps is not involved in fieldwork?

a. Selection of fieldworkers
b. Training of fieldworkers
c. Supervision of fieldworkers
d. Evaluation of fieldworkers
e. All of the above
3. Probing helps in motivating the respondent and helps focus on a specific issue.
a. True
b. False
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38
39
4. Which of the following is not an appropriate probing technique?

a. Repeating the question
b. Repeating the respondents’ reply
c. Forcing the respondent to remember
d. Eliciting clarification
e. Using objective/neutral questions or comments
5. One of the major editing problem concerns with faking of an interview.

a. True
b. False
6. How can a researcher avoid and cross-check for fake interviews?

a. Use complex scales
b. Use dichotomous questions
c. Use only close ended questions
d. Use few open-ended questions
7. What types of questions are relatively hard to code?

a. Multiple choice questions
b. Dichotomous questions
c. Open-ended questions
d. Likert scale based questions
8. Data cleaning involves which of the following.

a. Substituting missing value with a neutral value
b. Substituting an imputed response by following a pattern of respondent’s other responses
c. Casewise deletion
d. Pairwise deletion
e. All of the above
9. Categorical variables involve what of the following scales?

a. Nominal and ordinal
b. Nominal and interval
c. Nominal and ratio
d. Ordinal and ratio
e. Ordinal and interval
f. Interval and ratio
40
10. Categorical variables involve what of the following scales?

a. Nominal and ordinal
b. Nominal and interval
c. Nominal and ratio
d. Ordinal and ratio
e. Ordinal and interval
f. Interval and ratio
© UBS 2010. All rights reserved.

41

1. b
2. f
3. a
4. c
5. a
6. d
7. c
8. e
9. a
10. f
42
Marketing Research – Exercises Report preparation and presentation
1. Report preparation and presentation

1. Marketing research report is the bridge between researcher and manager with regard to the research findings.
a. True
b. False
2. A project can still be called successful, even if the research results are not effectively communicated using the
research report.
a. True
b. False
3. Many times managers judge the research by the quality of the report.
a. True
b. False
4. While writing the report, researcher should empathize with how the manager will be reading and interpreting
the report?
a. True
b. False
5. Which of the following must be kept in mind when writing a marketing research report?
a. Empathizing skills
b. Structure and logical arguments
c. Objectivity
d. Professional presentation
e. All of the above
6. Many consider executive summary as the soul of the research report?

a. True
b. False
7. Executive summary should involve all of the following, except:

a. Why and how the research was carried out
b. What was done to manage fieldworkers
c. What was found
d. What can be interpreted and acted upon by the manager
45
Marketing Research – Exercises Report preparation and presentation
8. Which of the following sections in report should provide background information to the research?
a. Research methodology
b. Results
c. Conclusion
d. Introduction
9. Pilot testing should be discussed in which of the following sections of the report.
a. Introduction
b. Research methodology
c. Results
d. Conclusion
10. Researcher should explain any jargons used in the report succinctly.
a. True
b. False
46

1. a
2. b
3. a
4. a
5. e
6. a
7. b
8. d
9. c
10. a
47
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What are the different types of data that can be used in marketing research?

What are the different types of data that can be used in marketing research?

What are the steps involved in the marketing research process?

What are the steps involved in the marketing research process?

MCQ-Contemporary Marketing Research

2) Secondary data are ________.

a) Collected mostly via surveys

3) Causal research is used to ________

a) Describe marketing problems or situations

a) Selecting a research agency to help

6) Secondary data consists of information ________.

a)It may not be current.

a) Customer satisfaction measurement

13) Which of the following is not a disadvantage of telephone interviews.

a)Interviewer bias is introduced

14) Which form of marketing research is flexible, allows for explanation of

15) Which of the following is a disadvantage of online focus groups?

a) Results take longer to tabulate and analyze.

a)Respondents cannot remain anonymous.

17) What are the two types of research data?

a) Qualitative and Quantitative.

18) What is a major drawback of probability sampling?

a) Takes too much time

19) The most common research instrument used is the

a) Interpreting and reporting the findings

a) Enough information of the right kind

a) Amount of data it generates

23) What is the first step in the marketing research process?

a) Developing a marketing information system

a) Visit and socialize with competitors

30) Marketing intelligence is everyday information about developments in the marketing

a) Evaluating the competitor strategies.

a) Some countries have poor roads that limit personal contacts.

a) Mining and analyzing data from data warehouses

a) Gathering names for resale

36) Qualitative research is exploratory research used to uncover consumer attitudes,

37) What are examples of techniques of obtaining qualitative data?

a) Survey research/questionnaires; focus groups; in-depth interviews;

38) What are four methods of continuous research?

a) Consumer panels; home audits; omnibus surveys; retail audits.

39) “what new product should be developed” is an example of …………??

a) External sources; internal sources.

a) Experimentation; personal interview; Delphi technique.

a)Exploratory research alone

46) What are secondary data?

a)Relying exclusively on secondary data

a)Secondary data are difficult to translate

50) What is the first stage of the marketing research process?

a) Implement the research plan

51) Primary data is ___________.

a) Always collected before secondary data

a)Sample control and speed of data collection

53) Expratory research undergoes following methods except

54) Census comes under which research?

57) …………….. is called pre-assumption of the expected result of the research

59) Detail blueprint of research is called as……………….

60) In which type of research hypothesis is vague??

61) “How should a new product be distributed??” is an example of …………?

66) Multiple business locations, recourse , budget limitations is challenges for….