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 PRACTICE BOOK» NOT FOR SALE
Contents

1 MARKETING RESEARCH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.1 MARKETING RESEARCH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
 1. MARKETING RESEARCH

NARAYAN CHANGDER
1.1 MARKETING RESEARCH
1. When you buy a formal shirt for yourself 3. Which type of data is more informational
to attend an interview, it is a transac- yet harder to analyze
tion. A. numerical data
B. non-numerical data

4. There is a direct relationship between the

of the sample and the of the re-
sults
A. Homogeniety, quality
B. Quality, homogeniety
C. Size, heterogeneity
D. Size, quality

A. B2B 5. What is the main purpose of attitude re-

search?
B. B2C
A. To understand consumer preferences
2. Choose the best answer. A literature re- B. To evaluate product design
view is
C. To measure media effectiveness
A. Done after you have decided on your
D. To determine market size
research question
B. Assist in the formulation of your re- 6. Which of the following is not a reason busi-
search objectives and research questions nesses use marketing research?
C. is the last thing to write in your re- A. identifying market opportunities
search report B. solving marketing problems
D. Not part of the research proposal C. monitoring market performance

1. B 2. B 3. B 4. D 5. A 6. D
1.1 MARKETING RESEARCH 3

D. deciding how many staff to hire to man- personal characteristics, amount of previ-
ufacture the goods ous experience, style of interviewing, and
motivation to do a thorough job.

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7. One of the 4 P’s of marketing; the cost of
a product or service a company offers A. True

A. product B. False

B. price 12. What is Qualitative Research

C. place A. An Inside Source
D. promotion B. High Quality Research
8. An advantage of using primary data in C. “Attitudes and Opinions”
a marketing-research project is that they D. An Outside Source
are
A. easier to collect than secondary data. 13. Which statement below cannot be applied
to quantitative market research?
B. quicker to collect than secondary data.
A. Uses hard data and facts to aid statis-
C. usually more up to date than sec- tical analyses.
ondary data.
B. Is based on numerical data and infor-
D. less expensive to collect than sec- mation.
ondary data.
C. Is based on only using primary re-
9. What is step one of the Marketing Re- search techniques.
search process?
D. Deals with questions such as “how
A. Collect Data much”, “how many”, and “how often”.
B. Define Problem
14. Marketing intelligence is everyday infor-
C. Design Project mation about developments in the market-
D. Analyze Data ing environment that assists marketers in
their preparation of their plans and strate-
10. Fargo Inc. is a carbonated drink manu- gies. This information is obtained from a
facturer that has many factories through- number of sources and includes which of
out the world. It plans to switch from the following?
using thermal power to wind power for A. Newspaper articles.
its manufacturing plant in the Netherlands
to reduce dependence on non-renewable B. Sales representative feedback.
energy sources. This scenario illustrates C. Competitor intelligence
Fargo’s concern for the environment its.
D. Trade journals.
A. economy
E. All the above
B. demographics
C. alam 15. Because identifying the research design
takes the most amount of time, thought
D. culture and expertise, which of the following is
11. Tell whether the statement is True or Fal- important to do?
seInterviewers do not vary enormously in A. Hire a research designer to assist

7. B 8. C 9. B 10. C 11. B 12. C 13. C 14. E 15. B

1.1 MARKETING RESEARCH 4

B. Set aside time for upper management 20. The most reliable source of fresh customer
assistance insight is
C. Get input from every employee in the A. Public relations
company
D. Create a plan B in case the first plan is B. Marketing Information
not successful C. Advertising
16. a collection of procedures and resources D. Selling

NARAYAN CHANGDER
that managers use to obtain daily infor-
mation about various developments in the
21. A personal interview response to a new
marketing environment is also called
cereal packaging design is
A. marketing intelligence system
A. Primary data
B. management information System
C. marketing information system B. Secondary data
D. sales information system
22. Accounting reports, Operations reports,
17. Marketing is a process that creates, com- Marketing reports and Customer service
municates and delivers. reports are examples of ?
A. Services to customersb.
A. Internal Data
B. Products to customersc.
B. External Data
C. Value to customers.
D. Materialistic benefits to the customer C. AlternativeData

18. The main advantage of this type of scales D. None of the other answers are correct.
is simplifying the information gathering
process for the interviewer and the an- 23. What is the difference between qualitative
swer for the interviewee and quantitative?
A. Comparative Scales A. They both mean the same thing.
B. Non comparative Scales
B. Quantitative focuses on people’s opin-
C. Ratio Scale ions
D. none of above
C. Qualitative focuses on numbers and
19. Consumers want and have certain expec- figures
tations from products, such as safety or
convenience features. How consumers use D. Quantitative focuses on numbers and
and apply certain types of products can figures
help determine market segmentation. This
applies to which of the following cate- 24. What type of marketing research is this:*
gories. Focuses on smaller numbers of people (usu-
A. Demographics ally fewer than 100) and it relies heavily
on in-depth interviews
B. Geographics
C. Psychographics A. Quantitative Research
D. Behaviorist B. Qualitative Research

16. A 17. C 18. A 19. D 20. B 21. A 22. A 23. D 24. B 25. B
1.1 MARKETING RESEARCH 5

25. Which is a type of service organization 30. What kind of source is and internet
that provides all types of services like lay- search?
out designing, copy writing, media selec-

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A. primary
tion etc.
B. secondary
A. Military intelligence
31. Using online databases, visiting competi-
B. Advertising agency
tors’ websites and reviewing competitors’
C. Consumerism annual reports are all examples of
D. Description A. Gathering Marketing Intelligence
B. Establishing a Marketing Information
26. require respondents to divide a set
System
number of points, usually 100, to rate two
or more attributes. C. Consumer insights
A. Constant-Sum Scales D. Preparing a SWOT andlysis.
B. Semantic Differential Scales 32. Nora has a job where her annual salary is
C. Likert Scale $50, 000. What type of information does
this represent?
D. Purchase Intent scale
A. Demographic
27. Observing and keep track of how much B. Geographic
time it takes to make a cheeseburger from C. Psychographic
start to finish at Sonic.
D. none of above
A. Quantitative
B. Qualitative 33. Which of these will NOT be studied under
marketing research?
28. The benefit(s) of writing down a market- A. Research on Products
ing plan is ?
B. Research on Financial Statements
A. It acts as a roadmap C. Research on Customers
B. It keeps the project on target D. Research on Competitors
C. It serves to maintain focus
34. a useful step to improve the quality of in-
D. All of the above answers are correct telligence, except

29. This survey is a multi-thematic closed A. Form an external network

questionnaire composed of several mod- B. Utilize human resources
ules that collect information from the same C. Form a customer advisory panel
sample on different topics for different cus-
tomers who subscribe to the service D. Make use of government data re-
sources
A. Panel
35. Research that centers on evaluating prod-
B. Observation
uct design, package design, product usage,
C. Tracking etc.
D. Omnibus A. Attitude

26. A 27. A 28. D 29. D 30. B 31. A 32. A 33. B 34. B 35. D
1.1 MARKETING RESEARCH 6

B. Media 41. Imagine you are designing a survey for

C. Opinion your company’s annual feedback. You
shouldn’t include too many of this type of
D. Product question
36. Foreseeing fashion trends and predicting A. Open ended
those trends early enough to allow time
B. Forced Question
for production to meet the consumer de-
mand. 42. Experimentation consists of systemati-

NARAYAN CHANGDER
A. Fashion Forecasting cally recording the behaviour patterns of
B. Consumer Research people, objects and events in order to gain
information on the area of interest.
C. Comparison Shopping
A. True
D. Fashion Services
B. False
37. What is the definition of marketing re-
search? 43. During a market research, a company de-
A. Information that has already been cides to interview a group of potential cus-
compiled by others tomers to get their feedback on a new
product. This method of collecting data is
B. Data that you gather yourself known as
C. Analysis of market to determine oppor-
A. Survey
tunities and challenges
D. Process of identifying factors that can B. Interview
affect the market C. Focus Group
38. Marketing Research is always right D. Poll
A. True 44. What is an example of primary research?
B. False
A. Magazine
39. The overall theory does which of the fol- B. Observation
lowing?
C. Newspaper
A. Describes the goal of the research
D. Government statistics
B. Establishes the hypothesis to prove or
disprove with research 45. Akira Takano, a marketing manager, will
C. Explains the information uncovered by test the hypothesis that sales of a par-
the research ticular product will increase exponentially
D. Lists the methods to be used while per- if there is a $5 decrease in the selling
forming research price of that product. Akira is involved in
research
40. Decentering is: A. exploration
A. To translate an original language ques-
B. causal
tionnaire into another language
C. descriptive
B. Translation and renstranslation of a
questionnaire, using several translations D. ethnographic

36. D 37. C 38. B 39. B 40. B 41. A 42. B 43. C 44. B 45. B 46. D
1.1 MARKETING RESEARCH 7

46. Data obtained for the first time and used C. The employees who are in probation
specifically for the particular problem or is- period
sue being studied is known as

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D. The employees who are in Maternity
A. Market data Leave.
B. Consumer data
51. How can a manager use market research
C. Secondary data to analyse and select target markets?
D. Primary data
A. Determine market characteristics and
47. Which of these is not a feature of Good trends
Marketing Research? B. Price, what would people pay?
A. Well Defined Research Problem C. Look at market segments
B. Use of suitable sampling procedure
D. Design of logo
C. Adequate and Relevant Literature Re-
view E. Design of material

D. Plagiarism 52. is a series of marketing activities that

are arranged sequentially, including each
48. data collected for and about a specific busi-
activity’s timetables, responsibilities, or
ness.
accountabilities for each activity are pin-
A. Marketing Research pointed, and each activity’s corresponding
B. Primary Data budgets.
C. Secondary Data A. action plan
D. none of above B. budget plan
49. The marketing manager needs to know C. product mix
the cost of the research project before D. economies of scale
approving it. During which of the fol-
lowing stages of the marketing research 53. If the management decision problem
process would such a consideration most is:“Should we change the distribution
likely take place? channels?” what is the most appropriate
A. Step 1-defining the problem marketing research problem?
B. Step 1-creating decision alternatives A. Determine the price elasticity of de-
C. Step 1-drafting the research objec- mand and the impact on sales and profits
tives of various levels of price changes

D. Step 2-develop the research plan B. Determine consumer preferences and

purchase intentions for the proposed new
E. Step 3-information collection
product
50. What do you mean by ‘the Decision mak- C. Determine the effectiveness of the cur-
ing unit’? rent advertising campaign
A. The individual who have an interest on D. Determine the impact of new distribu-
the business tion outlets
B. The individuals involved in buying Explanation:This is about Place

47. D 48. B 49. D 50. B 51. A 51. B 51. C 52. A 53. D 54. C
1.1 MARKETING RESEARCH 8

54. Oliver believes that Apple makes the best is to establish the primary and secondary
tech products. What type of segmentation data.
is he likely to fall under? A. True
A. Demographic B. False
B. Geographic
60. Which of the following is not part of ana-
C. Psychographic lyzing psycho graphics?
D. none of above A. Personal Attributes

NARAYAN CHANGDER
55. What are facts and figures based on opin- B. Income level
ion and personal interpretations? C. Life Style
A. Quantitative Data D. Motive
B. Situation Analysis
61. Primary research sometimes also referred
C. Qualitative Data to as Field research.
D. External Data A. True
56. Between primary and secondary data, it is B. False
the type of data that would be produced if
62. Respondents from a research project do-
Acme administered a survey questionnaire
nate their time and insights for nothing or
to its customers to solve a particular prob-
very little. It is therefore essential to re-
lem.
spect their rights
A. Primary
A. The right to security
B. Secondary B. The right to answer a low percentage
57. Anika is organizing an extreme-sports of questions
weekend event. Which demographic group C. The right to privacy
should she target for the event? D. The right to be serious
A. Professional athletes
63. Kei, a senior marketing manager for a
B. Older men, ages 40-50 pizza restaurant in North Florida, is cur-
C. Business Executives rently researching the electronic collection
of consumer information in the company’s
D. Young men, ages 12-34
network to arrive at important marketing
58. Of the following, it is NOT one of the main decisions. In this case, Kei uses
roles of marketing research cited in the A. external records and documents from
text. government sources such as the Central
A. Diagnostic Bureau of Statistics (BPS)
B. Declarative B. competitor product analysis
C. Descriptive C. consultant report

D. none of above D. internal company records

59. The culmination of the process of formu- 64. Audits is also called
lating the problems and/or opportunities A. Inventories

55. C 56. A 57. D 58. B 59. B 60. B 61. A 62. A 62. C 63. D 64. A 65. A
1.1 MARKETING RESEARCH 9

B. Trace B. Direct, Indirect, Redirect

C. Omnibus C. None of the Above

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D. Content D. Valid, Invalid, Replacement

65. Successful businesses recognize trends 70. What is an internal email list?
early A. One that was generated by the busi-
A. True ness itself
B. False B. One that was generated from IRS data

66. The following are uses of Marketing Re- C. One that is kept only on one computer
search, except for extra security

A. Analyzing the market and competition D. none of above

B. Determining the manufacturing cost 71. The most scientifically valid research is
plus marked up price of a product. research.
C. Identifying the trends in sustainability A. observation
of raw materials in production of goods B. focus-group
D. The goals/ objectives of a business or- C. survey
ganization in terms of Financial Stability,
both long and short term. D. behavioral data
E. experimental
67. What was the main problem that the com-
pany executive faced in the “Backward” 72. what is the final step of the marketing re-
Market Research case? search process, following the preparation
A. The researcher did not understand her and presentation of the research report
needs that aimed to solve the company’s A. Plan
situation B. Develop
B. The researcher assumed that she C. Follow Up
wanted to know about the consumer’s loy-
alty D. Collect Data
C. The problem was hard to understand 73. If you are asked to do a research on the
D. All the above CSR activities of a company then which of
the following sources you will consider
68. obtained by ranking objects or by ar- A. Wikipedia
ranging them in order with regard to some
common variable. B. Marketing research agencies Report
A. nominal scale C. Company website
B. ratio scale D. Newspaper and magazines
C. ordinal scale E. All the above except Option 1
D. interval scale 74. Based on Table 2.1 in the text, the state-
ment whish stated that It focuses on symp-
69. Which are the 3 Types of Competition? toms is true about the marketing research
A. Direct, Indirect, Replacement, problem?

66. C 67. A 68. C 69. A 70. A 71. E 72. C 73. E 74. B

1.1 MARKETING RESEARCH 10

A. True B. Unreliable data

B. False C. Back-up data
75. small group of people with a trained mod- D. Data contained in appendices
erator to chat about a product, service, or
organization and gain qualitative insights 80. In Marketing Research, Information used
about consumer attitudes and behaviour to identify and define marketing opportu-
nities but not problems; it generates, re-
A. Observation fine, and evaluate marketing actions and

NARAYAN CHANGDER
B. FGD improve understanding of marketing as a
C. Ethnographic process.

D. Experimentation A. True
B. False
76. What are the key issues with ‘Big Data’ in
relation to marketing research? 81. What is not within the scope of marketing
A. easy to confuse with ‘Small Data’ research?
B. hard to capture, store, manage and A. Market share analysis
analyse
B. Sales analysis
C. too broad and generic to be meaning-
ful C. Tests for product acceptance

D. none of above D. Competitor analysis

77. result of analysis given to decision 82. Which consists of all elements, units, or
makers. This is the most important ele- individuals of interest to researchers for a
ment as most people will never see the specific study?
previous three. This is usually portrayed A. Sample
through written information or graphics to
present the data collected. B. Census
A. Input C. Sampling
B. Storage D. Population
C. Analysis
83. Descriptive research describes the char-
D. Output acteristics of the population or the phe-
E. Decision Making nomenon studied.
A. True
78. The problem definition provides a useful
framework for interacting with the DM B. False
and identifying the underlying causes of
the problem. 84. If a consumer forgot to answer a question
or chose not to answer a question on a sur-
A. True
vey, the researcher should just choose an
B. False answer and fill it in for them.
79. What is secondary data? A. True
A. Data that has already been published B. False

75. B 76. B 77. D 78. B 79. A 80. B 81. D 82. D 83. A 84. B 85. A 85. B 85. C
1.1 MARKETING RESEARCH 11

85. When developing a survey questionnaire, 90. To be profitable, businesses must focus
the researcher must make sure that the their efforts on the customers’ needs and
questionnaire is free of wants.

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A. Leading questions A. True
B. Biased questions B. False
C. Double barrel questions
91. Which phase of the Product life cycle is
D. All of the above when profits peak and start to decline.
86. Reach in media terminology refers to A. Introduction
what?
B. Growth
A. Refers to the number of people ex-
posed to a particular medium’s communi- C. Maturity
cation at least once during an advertising D. Decline
campaign
B. To the average number of times the 92. Phase of the research process where, well
targeted audience was exposed to a given done, it can be said that most of the project
message during the media planning pe- has been completed.
riod, usually a four-week period. A. Design.
87. In which situations would a company need B. Approach.
to conduct marketing research? Select all C. Problem.
that apply.
D. Analysis.
A. to expand into a new market
B. to determine which products to carry 93. The extent to which questions address the
in the future intended marketing-research topics.
C. to examine employee productivity A. Validity
D. to see how consumer feel about the B. Order bias
company C. Reliability
88. A SWOT analysis stands for what? D. Data mining
A. Sales, Water, Outer and Tents
94. All of the following would be among the
B. Strengths, Weaknesses, Opportuni- ways that small companies can conduct
ties and Threats marketing research in creative and afford-
C. Shoes, Watches, Outerwear and Ties able ways EXCEPT
D. none of above A. using the Internet
89. A type of memory error where the respon- B. engaging students to design and carry
dents leave out an event or some aspect out projects
of an experience C. checking out rivals
A. Averaging
D. engaging professors to design and
B. Telescoping carry out projects
C. Omission E. hiring syndicated-service research
D. none of above firms to conduct projects

86. A 87. A 87. B 87. C 87. D 88. B 89. C 90. A 91. C 92. C 93. A 94. E 95. A
1.1 MARKETING RESEARCH 12

95. Booking hotel rooms for vacationers is an 101. What is the first step in developing a mar-
example of marketing. ket research project?
A. service A. Collect Information
B. benefit B. Analyze Information
C. feature C. Define the problem and research ob-
jective
D. sports
D. Present findings

NARAYAN CHANGDER
96. Services are
102. If a teacher designs a test that doesn’t
A. tangible
measure the students’ understanding of
B. intangible the subject as intended, the test has weak
C. physical
D. non-profits A. Reliability
B. Validity
97. What is a target market?
A. a store 103. is the problem confronting the deci-
sion maker. It asks what the decision-
B. a group of consumers who are alike maker needs to do.

98. What is the Cronbach’s alpha coefficient A. The environmental context of the prob-
score that is accepted in the marketing re- lem
search to conclude that the research instru- B. The management decision problem
ment used to collect data is reliable?
C. The marketing research problem
A. At least 0.6 and above
D. Problem definition
B. Below 0.6
104. What type of question is this?
C. At least 0.7 and above
D. Below 0.7

99. An Internet search is an example of

A. Secondary research
B. Qualitative research
A. Open-ended question
C. primary research
B. Dichotomous question
D. Quantitative research
C. Multiple choice question
100. Cross-sectional and longitudinal designs D. Rating scale question
are types of
105. While every step in a marketing research
A. causal research
project is important, problem definition
B. exploratory research formulation is the most important step
C. descriptive research A. True
D. none of the above B. False

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1.1 MARKETING RESEARCH 13

106. these research company’s techniques 111. The zero point is fixed, the values of the
are given brand names and are marketed ratio of the scale can be calculated
like branded products.Firms have devel-

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A. Nominal
oped specialized data collection and anal-
ysis procedures to address specific types B. Ordinal
of research problems, which they market C. Interval
as branded products.
D. Ratio
A. Customized research firms
112. Which of the following is considered a
B. Field Services Firms
quantitative research?
C. Syndicated services firms
A. focus group
D. Standardized services firms
B. observation
E. Branded Product services firms
C. survey
107. Marketing Research is described as D. none of above
of marketing.
A. Structure 113. Survey answers can be correct or incor-
rect?
B. Principle
A. False
C. Foundation
B. True
D. None of these
108. Which of the following the sixth step in 114. A research exercise carried out in a labo-
Marketing Research Process? ratory environment is called
A. Collect primary data A. A focus group
B. Plan the research design B. An experiment
C. Prepare and present the report C. A hall test
D. Specify sampling procedures D. An observation test
E. Identify and formulate the problem 115. Which type of survey method is a
109. Tell whether the statement is True or fast and inexpensive way of data collec-
FalseFor most respondents, a personal in- tion from respondents living in far away
terview is not a sufficiently novel experi- places.
ence that the interviewer becomes a major A. Telephonic survey
source of clues to appropriate behavior. B. Personal Survey
A. True C. Online Survey
B. False
D. none of above
110. Which of the following is not a compo-
116. To interpret research data and arrive at
nent of a Marketing Information System?
useful recommendations, researchers re-
A. Internal Records turn to the original research question and
B. Marketing Intelligence
C. Marketing Synergy A. focus groups
D. Marketing Research B. secondary data

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1.1 MARKETING RESEARCH 14

C. primary data 121. All of the following are examples of top-

D. marketing problem ics typically addressed by problem-solving
research EXCEPT:
117. Monica lives in a modest house in an area A. Segmentation
that has access to recreational pursuits.
B. Product
She enjoys jogging and other outdoor ac-
tivities. Which target market methodol- C. Promotion
ogy would marketers evaluate when look- D. Long-Range Forcasting

NARAYAN CHANGDER
ing at Monica’s lifestyle?
E. Pricing
A. Demographics
122. Which market segmentation method is se-
B. Geographics lected when classifications of age, gender,
C. Psychographics income, or family size is utilized.
D. Behaviorist A. Behaviorist
B. Psychographic
118. Surveying LHS students about a school
store would be called a C. Demographic

A. focus group D. Geographic

B. survey group 123. Tell whether the statement is True or

FalseThere is a general tendency to limit
C. student group
answers to pleasantries that will cause lit-
D. population group tle discomfort or embarrassment to the in-
terviewer or to avoid appearing uncooper-
119. An example of a quantitative question ative.
would be
A. True
A. Why do LHS students like pizza instead
of hot dogs? B. False

B. How many cups of iced coffees do LHS 124. require the respondent to arrange a
students consume? set of objects with regard to common cri-
terion:advertisements in terms of interest,
C. What is a churro?
product features in terms of importance, or
D. Do Skittles give you cavities? new product concepts with regard to will-
ingness to buy in the future.
120. Which of the issues listed below would
be addressed using problem-solving re- A. Single-Item Scales
search? B. Category Scales
A. the need to understand the market po- C. Graphic Rating Scales:
tential D. Rank-Order Scale
B. the need to understand current cul- E. Itemized Rating Scales
tural trends
125. “We are to trying to understand and de-
C. the need to understand changes in con- fine the nature of the marketing problem
sumer behavior that requires research support” This state-
D. the need to determine where to locate ment refers to stage of marketing re-
retail outlets search.

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1.1 MARKETING RESEARCH 15

A. problem definition D. A small group of people who gather to

B. research approach answer question

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C. research design 130. The problem definition is a comprehen-
D. data collection sive examination of a marketing problem
with the purpose of understanding its ori-
126. What are the three components of a mar- gin and nature
keting information system (MIS)? A. True
A. Internal recording system, marketing B. False
intelligence system, marketing research
system. 131. What are “loss leaders” designed to do?
B. External recording systems, manufac- A. Drive competitors out of business
turing systems, marketing research sys- B. Reduce a store’s tax burden
tems.
C. Keep advertising budgets under con-
C. Marketing intelligence systems, com- trol
munication systems, production systems.
D. Attract more customers to come into
D. Internal recording system, communi- the store
cation system, manufacturing system.
132. During a school sports event, Luna,
127. A marketing-research method that in- Samuel, and Noah are discussing what
volves asking consumers questions in or- makes an event successful. What do they
der to learn their opinions and the reasons agree on as the most important factor?
behind those opinions
A. Earn maximum profits
A. Survey
B. Generate favorable press
B. Secondary data
C. Satisfy customer wants
C. Sample
D. Promote popular causes
D. Questionnaire
133. All of the following questions would be
128. During the course of the election cam- found in a quantitative survey EXCEPT.
paign we use
A. rating scale
A. Mixed techniques
B. Likert scale
B. Panel
C. why or how questions
C. Omnibus
D. multiple choice questions
D. Tracking
134. Which of the following is a major disad-
129. What is a hypothesis? vantage associated with the collection of
A. The part of a total population that a primary data in the course of marketing
study measures research?

B. A starting assumption to test with re- A. it provides the most recent data possi-
search ble

C. Data collected specifically for the re- B. it is typically expensive

searcher’s own study C. it allows for secrecy from competitors

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1.1 MARKETING RESEARCH 16

D. it fits the firm’s marketing needs well researcher draws a sample of the groups
E. data collection is rapid to interview
C. the researcher selects the easiest pop-
135. What type of research answers ques- ulation members from which to obtain in-
tions that begin with ‘how many’ or ‘how formation
much’?
D. the population is divided into mutually
A. Qualitative research exclusive groups and random samples are
B. Quantitative research drawn from each group

NARAYAN CHANGDER
C. Market intelligence 140. PEST stands for:
D. Attitude research A. Political, Environmental, Social, Trade
136. A boutique uses a company that provides & Legal
trend and color forecasting to help them B. Political, Economic, Social, Technologi-
plan for their buying for the upcoming sea- cal,
son. Which fashion indicator is this? C. People, Economy, Social, Technology,
A. consumer services D. People, Money, Culture, Technology
B. fashion trends and Land
C. fashion services 141. In an experimental design, the dependent
D. sales service variable is:
A. The one that is not manipulated and in
137. Marketing research is
which any changes are observed
A. getting relevant and useful informa-
B. The one that is manipulated in order to
tion about an industry or competitors.
observe any effects on the other
B. a systematic and objective process of
obtaining information which can help in 142. A Marketing Information System consists
making marketing decisions. of people, equipment and procedures to
gather, sort, analyze, evaluate and dis-
C. Primary and secondary research.
tribute needed,
D. none of above
A. Timely information to marketing deci-
138. Which of the following is not a sample sion makers.
method B. timely and accurate information to cus-
A. Quota sample tomers.
B. Ad random sample C. Timely and accurate information to
marketing decision makers.
C. Convenience sample
D. Accurate information to marketing de-
D. Judgment sample cision makers.
E. Respondent sample
143. is the first section of a questionnaire
139. In a simple random sample, where the researcher intends to collect
A. every member of the population has a data pertaining to the respondent’s name,
known and equal chance of selection address, and phone number.
B. the population is divided into mutually A. request for cooperation
exclusive groups (such as blocks), and the B. identification data and occupation

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1.1 MARKETING RESEARCH 17

C. instruction A. True
D. information sought B. False

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E. classification data
149. Examples of this type of data include U.S.
144. What type of question is this? Census data and internal sales records.
A. Primary Data
B. Secondary Data
C. Sample
D. none of above

150. All of the people in the group the com-

A. Open-ended question pany is interested in studying
B. Dichotomous question A. Primary Data
C. Multiple choice question B. Secondary Data
D. Rating scale question C. Market Research
D. Population
145. includes awareness of the existence
of the object, beliefs about the character- 151. In Marketing Research, there is sampling
istics or attributes of the object, and judg- plan entity called “sampling units”. what
ments about the relative importance of is that?
each of the attributes.
A. How many people should be surveyed?
A. Cognitive or Knowledge component
B. Whom should we survey?
B. Affective or liking component
C. How should we choose the respon-
C. Intention or action component
dents
D. none of above
D. Probability sampling allows marketers
146. Only large businesses use marketing re- to calculate confidence limits for sampling
search. error
A. True 152. Below is an example of a rating
B. False scale known as scale.-Very satisfied-
Somewhat satisfied-Neither satisfied nor
147. Which of the following is NOT a factor to dissatisfied-Somewhat dissatisfied-Very
consider when developing the approach? dissatisfied
A. Environment A. Like
B. Skills analysis
B. Likert
C. Personal analysis
C. Litkert
D. Budget analysis
D. none of above
148. Marketing research firms can earn less
revenue and less profit or/and find a 153. secondary data
cheaper and faster way of conducting mar- A. data that has already been published
keting research like U.S. Census Bureau data

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1.1 MARKETING RESEARCH 18

B. already exists and can be found in a B. 2

variety of sources C. 3
C. both of the above are correct D. 4
D. none of above E. 5
154. Determining the need for marketing re- 159. What can a market map be used to iden-
search centres on all the following, except: tify?
A. the nature of the decision. A. Gaps in the market

NARAYAN CHANGDER
B. researcher competency. B. Competitors
C. the availability of the data. C. Groups of people with similar buying
habits
D. time constraints.
D. none of above
155. The first step in marketing research is
160. Observational research is used with
other research methods because of its lim-
A. Gathering primary data itations.
B. Defining the problem to be solved or A. Never
the goal to be met.
B. Sometimes
C. Analyzing data collected C. Frequently
D. Study the situation and review the sec- D. Always
ondary data
161. Something that cannot be predicted, is
156. Macys.com has customers complete a sur- short-lived and without social, economic
vey to get their opinions about their online and political significance is the definition
experience. What type of research is this? of?
A. Attitude A. Fad
B. Advertising B. Train
C. Product C. Megatren
D. Sales D. Fad&Tren

157. What is not included in Full Service Exter- 162. A longitudinal design differs from a cross
nal Research Suppliers is sectional study in that the sampleor sam-
ples are the same over the course of time
A. Focus Group Services
A. True
B. Syndicated Services
B. False
C. Customized Services
163. All of the following should be considered
D. Internet/Social Media Services
when creating a questionnaire to collect
158. Now Develop and try out a question- data EXCEPT:
naire (interview form) or an appropriate A. making sure the language is appropri-
form for data collection is the step number ate
B. making sure that the questions are
A. 1 clear and understandable

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1.1 MARKETING RESEARCH 19

C. the researcher’s opinion should be ev- C. Distribution Research

ident/obvious in the questions D. Promotion Research

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D. making sure that the questions explore
your research objective 169. Which of the following is likely to occur
during an economic downturn?
164. What is an advantage to primary re-
search? A. People tend to spend more on luxury
goods
A. Results are specific to the business.
B. Consumption of necessary goods de-
B. Time consuming creases
C. Costs the business money
C. Long term credit is available at low in-
D. Poor design produces poor results terest rates
165. John thought his exam was last week D. The purchasing power of the commu-
when it was actually three weeks ago. nity decreased
This is an example of
170. Identify what factors of make or buy
A. implicit alternatives. decision to answer the following ques-
B. response latency. tion:Does the study require special equip-
C. telescoping error. ment not currently available in the firm?
D. recall loss. A. Economic factors
Explanation:recall loss happens when re- B. Expertise
spondent completely forgets the event
C. Special Equipment
166. Which of the following it a form of Pri- D. Political Consideration
mary Research?
E. Legal and promotional consideration
A. Questionnaires and surveys
B. Articles 171. It tries to find the relationship between
the cause and the effect
C. Internet
D. none of above A. EXPLORATORY RESEARCH
B. DESCRIPTIVE RESEARCH
167. Simon wants to know how well his com-
pany did last quarter in relation to other C. CAUSAL RESEARCH
companies in its industry. He needs to con- D. none of above
duct a analysis.
A. sales volume 172. John is conducting a market research for
his new product. He is distributing ques-
B. SWOT tionnaires to potential customers. This is
C. market share an example of which step in the data anal-
D. customer ysis process?
A. Defining the problem
168. Measuring effectiveness of advertising
copy is best described by: B. Obtaining Data
A. Product Research C. Analyzing Data
B. Pricing Research D. Applying results

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1.1 MARKETING RESEARCH 20

173. is when a research study produces B. reports and display

identical results in repeated trials C. analysis capabilities
A. Tangible D. models
B. Sampling Plans
179. the group of people who represent the
C. Reliability target market and are taking part in a re-
D. Incentive search study
A. target market

NARAYAN CHANGDER
174. Decide what the following sentence
refers to:“Religious, cultural and social re- B. sample
strictions” C. first responders
A. strength D. interviewees
B. weakness
180. an interview with Donald Trump
C. opportunity
A. primary
D. threat
B. secondary
175. Which is not a non-probability sampling 181. Identify what factors of make or buy de-
technique? cision to answer the following question:Is
A. Convenience sampling the necessary expertise available inter-
B. Simple random sampling nally?

C. Quota sampling A. Economic factors

D. Purposive Sampling B. Expertise

C. Special Equipment
176. Database marketing or Customer Rela-
D. Political Consideration
tionship Marketing (CRM) is the process
of designing, creating, and managing cus- E. Legal and promotional consideration
tomer lists.
182. Focus groups are one of the effective
A. True and routinely used primary research tech-
B. False niques.
A. Least
177. If marketers want to know how sales-
people are performing over a period of B. Most
time, they should consult C. Only
A. expense reports. D. Consistently
B. sales invoices.
183. What is quantitative research?
C. sales reports.
A. Method of collecting information
D. customer records. through open-ended questions

178. can include calculations such as vari- B. It is a form of discovery method,

ances and running totals, or the result of through asking questions.
statistical procedures found in the system. C. The above two ideas are both correct
A. database D. The above two ideas are both wrong

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1.1 MARKETING RESEARCH 21

184. What is Primary Research? A. interview

A. the news told you B. observation

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B. you take data from what your friends C. mystery shopping
says D. like-to-like comparison
C. you take data from a website
190. Marketing research is now about a
D. When you research it yourself billion industry globally.
185. Possible answers to a research question A. $50
is/are: B. $24
A. the research boundaries C. $16.5
B. the hypotheses D. $10
C. the research purpose E. $7.5
D. classifies research users
191. What form of research would be used to
186. The first step in the marketing research gather data to estimate future sales?
process is A. Marketing Research
A. develop a research plan B. Exploratory Research
B. define the problem and research objec- C. Observation Research
tives D. Predictive Research
C. analyze the internal environment
192. Market research data might not be accu-
D. read marketing research journals rate because:
187. What is Marketing Information Systems? A. questionnaires are used
A. Set of methods that generate info B. interviewees always answer truthfully
more making business decisions C. interviewers are not properly trained
B. Selling Products D. too many people are asked to take part
C. Advertising your product in the survey
D. none of above 193. The main managerial value of marketing
research is the reduced uncertainty that in-
188. Information gathered for marketing re-
formation provides when making decisions
search is from
about marketing strategies and tactics.
A. Inside the organization
A. True
B. Outside the organization
B. False
C. All of the above
194. An independent research company wants
D. None of the above to go door to door to survey people in the
189. A brand sent a researcher to visit their city of Fontana. The company decides to
main competitors retail store and observe number all blocks within the city limit, ran-
the shop environment. This brand is using domly choose 1 block and survey all house-
a technique to collect data form their holds on that block. This is an example of:
market. A. Simple Random Sample

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1.1 MARKETING RESEARCH 22

B. Stratified Random Sample 198. Mail surveys, phone surveys, personal in-
C. Cluster Random Sample terviews, & online surveys are examples
of what type of data collection?
D. Systematic Random Sampling
A. Tertiary
195. Choose the most APPROPRIATE defini- B. Secondary
tion of Marketing Investigation C. Primary
A. Marketing Research is a system devel- D. Unreliable

NARAYAN CHANGDER
oped to analyze information to help re-
searchers make decisions. 199. Which type of question asks for a specific
B. Marketing Research is a system to con- answer from choices provided?
nect all the information to get the desired A. Forced-Choice
research results B. Open-Ended
C. Marketing Research is a systematic
method for identifying problems, collect- 200. Who was your favorite presenter during
ing, analyzing, disseminating and using in- the 3 days of training?
formation to improve the quality of deci- A. Prof. Widya Utami
sions taken. B. Mr Malik
D. Marketing Research is a systematic C. Dr. Timothy Febry
method for generating problems, collect-
ing, analyzing, disseminating and using D. Mr. Teofilus
information to improve the results of re- E. Dr. Christian Herdinata
search conducted.
201. It is the name of your product and/or the
196. In objects are assigned to mutually name of your company
exclusive, labeled categories, it is the low- A. Brand
est measurement and is used to categorize
data without order. B. Packaging
C. Positioning
A. nominal scale
D. Pricing
B. ratio scale
C. ordinal scale 202. Marketing research should use ele-
ments.
D. interval scale
A. convoluted
197. This type of marketing research is used B. creative
to determine if or how effective the media
efforts are for a company, brand, or prod- C. both convoluted and creative
uct. D. none of above
A. Market 203. Non comparative scales
B. Product A. Likert
C. Promotion B. Semantic Differential
D. Price C. Rank Orders
E. Distribution D. Staple

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1.1 MARKETING RESEARCH 23

204. Mega Furniture, a retailer examines fi- B. Primary Data

nancial ratios available from Dun and Brad- C. Secondary Data
street for furniture stores of its size

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D. none of above
A. Primary
B. Secondary 210. In contrast to marketing researchers,
management decisions-makers are more
205. Which is one of the 5 steps of the mar- focused on:
keting research process?
A. Scientific and technical analysis of
A. Obtain Data emerging phenomenon
B. Share Data
B. Market performance
C. Test Your thesis
C. Proactive research
D. None of the Above
D. Long-term strategic investigation of
206. Define the Problem, Conduct Background marketplace
Research, State a Hypothesis, Develop a
Research Plan, Collect Data, Analyze Data, 211. the following are the elements in the
Draw Conclusions, and Make Recommen- problem statement
dations are the steps in A. The problem itself, The method used
A. Marketing Research Process to solve the problem, The purpose, objec-
tives and scope obtained
B. Primary Data
C. Secondary Data B. The problem itself, The method used to
solve the problem,
D. Experiments
C. Methods used to solve problems, Pur-
207. The maximum number of interviewees in pose, objectives and scope obtained
a focus group is This will ensure ef- D. Purpose, objectives and scope ob-
fective and productive discussion from the tained
group.
A. 4 212. What document contains researchers’
recommendations for a business based on
B. 6
the research findings?
C. 8
A. ResearchReport
D. 10
B. Research Design
208. What type of data focuses on the “how
C. Data Analysis Software
much” or “how many” aspect?
D. External Data Sources Report
A. Quantitative data
B. Qualitative data 213. land, labor, capital, and entrepreneurship
C. Data on Star Trek refer to what
D. Meta Data A. promotional mix
B. marketing mix
209. The gathering of information to make
marketing decisions C. factors of production
A. Marketing Research D. pancake mix

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1.1 MARKETING RESEARCH 24

214. The following is the role of technology in 219. for a product is the total volume that
supporting CRM would be purchased by a particular group
A. Understanding customer needs (un- of customers in a particular geographic
derstand customer needs) area in a particular time period in a partic-
ular marketing environment under a partic-
B. Understand current issues/trends ular marketing program.
(stay updated about ongoing trends)
A. Company request
C. Maximize profit (maximize profitabil-
ity) B. Potential market location

NARAYAN CHANGDER
D. All true C. Market demand
D. Company sales potential
215. In this scale, the interviewee must
choose a position in a line that unites the 220. Which of the following is a research tool?
two extremes of a characteristic in order A. Graph
to compare two objects.
B. Illustration
A. Guttmans Scale
C. Questionnarre
B. Staple
D. Diagram
C. Continuous Comparison Scale
D. Q-Sort 221. Providing information to assist Market-
ing Managers and the executives to whom
216. The most likely subject(s) of Marketing they report to make a better decision is the
Intelligence is(are) and marketing research specific function
A. The competition A. true
B. Customers B. false
C. The competition or customers
222. type of research that has already
D. None of the other answers are correct been compiled, gathered, organized and
published by others.
217. Problem definition is the phase in the
MR process A. Quantitative Research
A. 1 B. Primary Research
B. 2 C. Secondary Research
C. 3 D. Qualitative Research
D. 5 223. What is the correct process of Marketing
E. 6 Research?
A. Retrieval >Dissemination
218. This market segmentation method in-
>Decision-making→Research
volves targeting customers based on how
>Gathering >Analysis >Storage
often they purchase a product or their feel-
ings about a particular brand or company. B. Decision-making > Research
A. demographic >→ >Gathering >Analysis
>Storage→Retrieval→Dissemination
B. geographic
C. Analysis > Storage→Retrieval→
C. psychographic >Dissemination→Decision-making
D. behavioral > Research >Gathering

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1.1 MARKETING RESEARCH 25

D. Research >Gathering→Analysis B. Creating

> Storage→Retrieval→ Dissemination→Decision-
C. Analyzing
making

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D. Gathering
224. Focus group moderators encourage
discussion but keep the group 229. is from the methods used in quantita-
tive research.
A. Free and easy, focused on the topic
A. Survey
B. Focused, quiet
B. Observation
C. Focused, talking about anything they
C. Focus group
want
D. Historical study
D. None of the answers are correct
230. Resource libraries, economic census,
225. Tell whether the statement is True or
trade shows & associations would be ex-
False INFORMATION ON ATTITUDES CAN
amples of what kind of data sources?
BE OBTAINED IN THE FORM OF CON-
SUMER AWARENESS, KNOWLEDGE, OR A. Tertiary
PERCEPTION ABOUT THE PRODUCT, ITS B. Secondary
FEATURES, AVAILABILITY, AND PRICING,
C. Primary
AND VARIOUS ASPECTS OF THE MARKET-
ING EFFORT. D. Unprofessional
A. True 231. A non-profit organisation asks, “Have
B. False you ever volunteered?”
A. Demographic characteristic
226. It is a framework or blueprint for conduct-
ing a marketing research project. B. Geographic characteristic

A. Survey C. Psychographic

B. Research Design D. Behavioral

C. Data collection 232. Ali’s research project involved assessing

key retail trends. He decided that the best
D. Problem Definition
thing would be to interview directors from
227. “What are some unfulfilled needs in our the country’s top retailers and ignore the
target market?” is an example of a(n) small independent stores who would have
less knowledge. What kind of sample is
A. discovery-oriented decision problem.
this?
B. strategy-oriented decision problem.
A. Purposive sample
C. relevant variable.
B. Expertise sample
D. unit of analysis.
C. Random sample
228. Market research is the and interpret- D. Expert sample
ing of information about a market, about
a product or service to be offered to that 233. Two or more translators are used for the
market, and about the customers for that back translation process
product or service. A. Back translation
A. Marketing B. Parallel translation

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1.1 MARKETING RESEARCH 26

234. After evaluating all the potential strate- 239. Which of the following is most likely to
gies for a marketing campaign, the market- be an example of secondary data?
ing manager selects one to execute. A. Completed questionnaires
A. Gather market research B. Customer conversation on a website
B. Implement the strategy C. Interview tapes
C. Identify the campaign objective D. A bought-in market research report
(Euromonitor)
D. none of above

NARAYAN CHANGDER
240. Data collection is based on the physical
235. What is step two of the Marketing Re- evidence of past behaviour
search process?
A. Audits
A. Collect Data
B. Trace analysis
B. Define Problem
C. Content Analysis
C. Design Project D. Observation
D. Analyze Data
241. What is an advantage of using primary
236. This is the overall group to which the re- data instead of secondary data?
searcher wants to be able to generalize. A. The research design can be tailored to
A. Universe / Population address specific questions.
B. It is less expensive and more efficient
B. Men
to collect and analyze.
C. Women C. It relies on statistical data and is there-
D. High end fore more reliable.
D. The data has already been collected,
237. interview so it can be examined immediately.
A. what one does when they are looking
for a job 242. Interviewer bias is in personal in-
terviews as opposed to telephone inter-
B. organized study in which people are views.
asked the same questions
A. More likely
C. formal meeting between two or more B. Less likely
people to obtain certain information
C. About the same
D. none of above
D. There is no basis for comparison
238. A way to gather information from people
243. Researchers have defined the marketing
using a carefully planned set of questions
problem. What is the next step in the mar-
is called a
keting research process?
A. Experiment A. Recommend a solution.
B. Observation B. Collect the data.
C. Survey C. Interpret the data.
D. Focus Group D. Design the study.

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1.1 MARKETING RESEARCH 27

244. A sample in which every member of the A. True

population has an equal chance of being in-
B. False
cluded is called

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A. a random sample 249. A is a gathering of 6 to 10 people
B. a quota sample who are carefully selected based on cer-
tain demographic, psychographic, or other
C. a judgmental sample considerations and brought together to dis-
D. a competitive sample cuss at length various topics of interest.

245. A teacher wants to know the average A. market stomach

time spent doing homework by the stu- B. virtual research market
dents in her class of 20 girls and 5 boys.
C. consumer dyad
She selects the five closest to her desk.
A. Convenience Sampling D. focus group

B. Voluntary Sampling E. Nielsen sample family

C. Purposive Sampling 250. is performed to develop market-

D. Snowball Sampling ing options through market segmentation,
market opportunity analysis, or consumer
246. Exploratory Research Methods attitude and product usage studies.
A. Descriptive data A. Programmatic Research
B. In depth interviews B. Selective Research
C. Discussion groups
C. Evaluative Research
D. Secondary data
D. none of above
247. Why do market researchers prefer
forced-choice questions over open-ended 251. Facts, figures, and statistics that have
questions? been collected for purposes other than the
project at hand:
A. Open-ended questions allow for a mul-
titude of questions the customer has A. relevant variables
about the company B. research objective
B. Forced-choice questions help regulate C. secondary data
what answers can be given for more pre-
cise data D. primary data
C. Open-ended questions help regulate 252. Answer:systematic process of recording
what answers can be given for more pre- the behavioral patterns of people, ob-
cise data jects, and occurrences without questioning
D. Forced Choice questions allow the cus- them.”
tomer to pick what questions they want to A. observational research
answer.
B. close ended question
248. Demographic questions should be placed
C. open ended question
at the end or at the front of a survey as a
screener. D. none of above

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1.1 MARKETING RESEARCH 28

253. What is primary sources? making changes to a current product de-

A. Data gather from previous research sign.
A. Market
B. Your own data collection from own in-
vestigation B. Product
C. The first data acquired C. Advertising/Media
D. Your own created data D. Attitude/Opinion

NARAYAN CHANGDER
254. In research, the objective is to gather 259. Presents the Formula and mathematical
preliminary information that will help de- interpretation used in the research
fine the problem and suggest hypotheses. A. executive summary
A. exploratory B. Research purpose and objective
B. statistical C. Research Methodology
C. causal D. Statistical Treatment of Data
D. analytic 260. Marketers only select samples from
255. Which data collection method is used in >
causal research? A. The general population
A. experiments B. One generation
B. surveys C. The targeted group
C. expert surveys D. Wealthy men
D. panels 261. The first documented instance of market-
ing research was in 1897 and was con-
256. What does desk research involve? ducted by the advertising agency N. W.
A. Gathering existing data Ayer.
B. Conducting surveys A. True
C. Gathering new data B. False
D. none of above 262. found by deciding what type of re-
search needs to be done and what type of
257. Identify the sampling design:The AACC
information a certain entity is hoping to
registrar wants to investigate attitudes of
obtain from the research.
their graduates. The registrar randomly
selects 100 names from each of the last A. Research Objectives
four past graduating classes. B. Primary Research
A. cluster C. Secondary Research
B. voluntary D. Qualitative Research
C. stratified
263. Everyone in the population has an equal
D. simple random chance of being selected

258. A business may conduct this type of mar- A. Population

keting research may be considered when B. Sample

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1.1 MARKETING RESEARCH 29

C. Random Sampling C. an observation study

D. none of above D. none of above

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264. Stratified sampling is least likely to take 269. Which of the following would NOT be con-
account of sidered a primary research method?
A. race or ethnicity. A. Interview
B. occupations. B. Survey
C. heterogeneous characteristics of a C. Online research from other studies
population. D. Focus group
D. homogenous characteristics of a popu-
lation. 270. Answer:Alongside better participation
rates, broad geographic scope, accessibil-
265. This includes the products and/or ser- ity, and honesty, this is an advantage of
vices of the business, including its sug- online focus groups.
gested retail price (SRP). A. cost effectiveness
A. Brief Description of the Company B. losing money
B. Vision and Mission
271. Ralph Goldsmith works for Zenith Inc.,
C. Products/Services Offerings a leading cosmetic company based in Illi-
D. none of above nois. At Zenith, Ralph’s primary responsi-
bility revolves around digging deeply into
266. Anticipating a trend would involve what customer data to gain valuable insights
kind of career? about customer needs, motives, and atti-
A. Trendsetting tudes. This data is, in turn, used by Zenith
B. trade publication to personalize its customers’ shopping ex-
periences. Ralph’s position at Zenith re-
C. sales research quires him to focus primarily on
D. fashion forecasting A. customer sales
267. Primary research is: B. human resource management
A. less expensive than secondary re- C. risk assessment
search D. customer relationship management
B. the best method of researching the
market 272. The location of the zero point is not fixed.

C. less time-consuming to collect than A. Nominal

secondary research B. Ordinal
D. usually more accurate than secondary C. Interval
research D. Ratio
268. About 12 participants are gathered in a 273. Researchers need to ensure that the re-
room for a two-hour feedback session lead search carried out benefits the manage-
by a moderator. They are doing ment and from an academic perspective.
A. a focus group referring to?
B. an in-depth interview A. relevant

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1.1 MARKETING RESEARCH 30

B. can be executed 279. In technological terms, , after being

C. attract uploaded to a customer or potential cus-
tomer’s computer, keep track of how of-
D. Discussion with experts ten and how much time a per spends on a
274. Which of the following is a characteristic web site or views an ad.
of a good research design? A. data-mining software
A. biased and inconsistent B. cookies
B. unreliable and invalid

NARAYAN CHANGDER
C. hardware reward programs
C. random and haphazard
D. customer loyalty programs
D. valid and reliable
280. Which statement below cannot be ap-
275. Surveys help us to determine
plied to desk research?
A. Facts
A. It uses existing data and information
B. Opinions for market research purposes.
C. Answers B. Data is often provided by specialist
D. Figures market research firms.
276. Marketing researchers usually draw con- C. It includes the use of survey and inter-
clusions about large groups of consumers view findings conducted by the firm.
by studying a relatively sample of the D. It includes industry surveys that have
total consumer population. been carried out.
A. Small
281. All negotiated aspects, including total
B. Sample Size
fees, payments, provisions, treatment of
C. Sampling Procedure contingencies such as the clients’ decision
D. All of the above to expand or cancel the study, and the
schedule for submission of interim, draft,
277. are companies that routinely collect and final reports.
information on several different issues
and provide it to firms that subscribe to A. executive summary
their services. B. Research purpose and objective
A. Customized research firms C. Research Methodology
B. Field Services Firms D. Statistical Treatment of Data
C. Syndicated services firms E. Time and costs estimates
D. Standardized services firms
282. From the point of view of marketing, the
E. Branded Product services firms
market of a business is:
278. A brief overview of the contents of the A. Collection of both buyers and sellers of
proposal a certain product
A. executive summary
B. Gather people who have purchased
B. Research purpose and objective products from the business
C. Research Methodology C. Collection of actual and potential buy-
D. Statistical Treatment of Data ers

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1.1 MARKETING RESEARCH 31

D. Collection of people who will buy from 287. The elaboration of scales is referred
the business in the future. to procedures to treat specific objective,
and sometimes abstract, concepts through

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E. None of these sentences are correct.
qualitative measurements.
283. Short-term activity that provides incen- A. True
tives to potential customers and that is
B. False
intended to help increase sales or create
awareness of a product or service. 288. Marketing research can assist in the
A. branding decision-making process

B. distribution A. True

C. media planning B. False

D. sales promotion 289. In-depth interviews, focus group inter-

views are the examples of research,
284. This type of marketing research is used while a survey is an example of re-
when a company is trying to gather infor- search.
mation about a particular market or com-
A. Quantitative; Qualitative
petition within a particular market.
B. Qualitative; Quantitative
A. Market
B. Product 290. It is a kind of research that is con-
ducted for and funded by one company-
C. Promotion the client, who owns the resulting data.
D. Price Market research companies run the cam-
paigns and provide the data, exclusive for
E. Distribution
the client/s.
285. Answer:This question type produces a A. Specialty-line marketing research
“rich array of information based on the re- firms
spondent’s frame of reference.” B. Custom marketing research firms
A. Focus group C. Syndicated-service research firms
B. Open ended question D. none of above
C. Closed ended question
291. A satisfaction survey from a restaurant
D. none of above would be an example of
A. Attitude
286. Which of these methods is an example of
primary market research? B. Product
A. Focus group talking about the product C. Media
concept D. none of above
B. A google search for relevant newspa-
292. is marketing information that helps
per artlicle
marketers and other members of an orga-
C. A government report on the target nization better understand their competi-
market tors and competitive market dynamics.
D. Mintel report on the target market A. Competitive intelligence

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1.1 MARKETING RESEARCH 32

B. Data measure advertising effectiveness, brand

C. Patterns recall, brand image, etc

D. Information A. Attitude research

B. Media research
293. Marketing research is a tool to help com-
panies develop CRM programs C. Product research

A. Correct D. Customer research

NARAYAN CHANGDER
B. Salah 299. Kayak.com asks, “Where did you fly to
last year?”
294. There is no area of market research
that requires greater insight and creativ- A. Demographic characteristic
ity than that of defining the problem. B. Geographic characteristic
A. True C. Psychographic
B. False D. Behavioral

295. The organizational status of the re- 300. Primary research is

searcher or the research department may A. data that has not been processed by a
make it easy to reach the key DM in the firm.
early stages of the project
B. using questionnaires to collect quanti-
A. True tative data.
B. False C. collecting new data for a specific pur-
296. Which phase of the Product life cycle is pose.
when sales rise and competition start to D. using experimentation and observa-
notice your product. tions to find out what customers want or
A. Introduction need.

B. Growth 301. Satisfaction surveys used to gather infor-

C. Maturity mation about existing products would be
an example of
D. Decline
A. Market Intelligence
297. One of the phases in “Bridging Knowl- B. Market Info Systems
edge Management Life Cycle Theory and
Practice” where ‘contextualization of C. Product Research
knowledge’ occurs, namely D. Attitude Research
A. Learning (Learn) 302. Occurs when a company competes with
B. Using other companies offering products that are
C. Share not in the same product category.

D. Saving (Store) A. Indirect Competition

B. Direct Competition
298. Research that focuses on issues of media
effectiveness, media selection, frequency, C. Price Competition
and ratings. This type of research may D. Non-Price Competition

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1.1 MARKETING RESEARCH 33

303. A smaller group selected from the popu- B. numbers of data

lation C. quantity of data

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A. Primary Data
D. depth of data
B. Sampling
C. Market Research 309. If you were in charge of creating packag-
ing for a company, which type of research
D. Population would you use?
304. What is done in the 3rd step of Market- A. Attitude
ing Research? B. Media
A. Data is analyzed
C. Product
B. Surveys are made
D. Marketing
C. Surveys are filled
D. Surveys are burned 310. The internal recordkeeping system sup-
plies the results data, but the marketing
305. The assignment of numbers or other sym- intelligence system supplies the data
bols to characteristics of objects according A. internal
to certain prespecified rules is called
B. income
A. randomization
C. event
B. measurement
D. process
C. sampling
D. exploring 311. The marketing research process is impor-
tant to:
306. information that is monitored is infor-
mation about type of competition, competi- A. Solving organizational problems and
tors’ strengths and strategies, economic creating opportunities.
conditions, and government regulations. B. Discovering global trends and sharing
A. Consumer Information information.
B. Marketing Mix Information C. Creating good relations with con-
sumers.
C. Business Environment
D. none of above D. Improving the company’s marketing
strategy.
307. Trends research consist of two, What are
those? 312. What is the main objective of primary re-
search?
A. Quantitative and Qualitative
A. To analyze existing data
B. Motivation and Product
B. To validate hypotheses with existing
C. Qualitative and Quantitative
data
D. Channel and Physical Distribution
C. To summarize secondary research
308. Qualitative research is a research findings
methodology that cared for D. To gather new and original data di-
A. measurability of data rectly from the source.

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1.1 MARKETING RESEARCH 34

313. If we compare exploratory research with A. to keep up with changing consumer

descriptive research, we see that prefrences
A. the problem is well defined B. To spread risk over a wider area
B. the problem is poor defined
319. Problem definition task
C. the information obtained is detailed
A. Discussion with decision makers
D. the information obtained is not de-
tailed B. Experts interviews

NARAYAN CHANGDER
C. Primary data
314. the most common research instrument
used is the D. Quantitative research
A. Questionnaire 320. Tell whether the statement is True or Fal-
B. Moderator seIN DOING A SURVEY YOU ARE TAK-
ING THE RISKS, YOU WOULDN’T KNOW
C. telephone interviewer
WHAT WILL BE THE OUTCOME OF THE RE-
D. Live interviewer SEARCH STUDY.

315. “Quantitative research collects informa- A. True

tion that can easily?” B. False
A. Counted
321. In research, the problem definition of re-
B. Tabulated search is a critical step, as it designates
C. Statistically analyzed the areas of research and data types that
will be required
D. All the above
A. True
316. Quantitative research is a research
methodology that cared for B. False

A. measurability of data 322. Due to it is possible to produce qual-

B. description of data ity goods at lower price on large scale.

C. quality of data A. Information gap

D. depth of data B. Increased competition
C. Technological growth
317. In the process of developing an approach,
research should be based on objective ev- D. Changes in consumption pattern
idence and supported by theory. A the-
ory serves as a foundation on which the 323. What is the difference between Quantita-
researcher can organize and interpret the tive Data and Qualitative Data
findings A. Quantitative Data is-how muchQualita-
A. True tive Data is why or how
B. False B. There is very little to no difference
C. Quantitative Data is-why or howQuali-
318. Which of the following is a reason that a
tative Data is-how much
business would make changes to it’s prod-
ucts? D. I dont know I didnt study

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1.1 MARKETING RESEARCH 35

324. It’s possible to track a user as they 329. The researcher can draw up conclusions
switch from their computer to their mobile regarding the research even if the research
phone. instrument used to collect data is not reli-

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A. TRUE able.
A. TRUE
B. FALSE
B. FALSE
325. The scaling that permits most sophisti-
330. “A brand got feedback from their retail
cated statistical analysis is
stores that the sales for the seasonal col-
A. nominal scaling lection dropped and the consumers think
B. ordinal scaling the prints are nice yet the colors are dull.
The brand will be conducting a market
C. interval scaling research to find better options for the
D. ratio scaling prints.” The brand will be conducting
Explanation:From the lowest to highest research.
level are:nominal, ordinal, interval and ra- A. problem-identification
tio
B. problem-solving
326. The generation of a continuum upon C. technological
which measured objects are located is D. cultural
called
331. What is attitude research designed to ob-
A. sampling tain information about?
B. hypothesizing A. Product usage and consumer accep-
C. scaling tance
D. factoring B. The effectiveness of advertising copy
C. The size and location of a market, the
327. What are the difficulties in gathering re- competition, and segmentation within the
search information “over the phone”? market
A. Do not guess the emotions and states D. How people feel about certain prod-
of the sample ucts, services, companies, or ideas
B. The model’s face is not visible 332. Juan is planning a new advertising cam-
C. Exchange time is short, information paign for his company, a mobile dog
that requires in-depth assessment of the grooming service. Which of the following
sample cannot be collected data would be useful for Juan’s marketing
decision-making?
D. All right
A. Market share data for his company dur-
328. used to gather information about a prod- ing the past year
uct’s design or packaging and usage B. Sales volume data for the dog groom-
A. media research ing industry
C. Demographic data for local dog own-
B. product research
ers
C. attitude or opinion research D. Strengths and weaknesses of local vet-
D. none of above erinarian offices

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1.1 MARKETING RESEARCH 36

333. Which of the following would you expect B. False

to produce qualitative data?
339. Final stage in the Research Process is
A. A semi-structured interview
A. Data Analysis
B. A structured interview
B. Report Writing
C. An unstructured interview
340. Tell whether the statement is True or
D. A questionnaire FalseThe simillarity among interviewers
334. Used for people who whose responses also mean a great a deal of variability in

NARAYAN CHANGDER
might be biased or distorted by the inter- the way interviews are conducted
viewers. Response rate is low. A. True
A. Telephone Interviewing B. False
B. Personal Interviewing 341. “Which advertising campaign will be
C. Email Questionnaires more effective?” is an example of a(n)
D. Online Contacts A. relevant variable.
B. discovery-oriented decision problem.
335. A group of people brought together to dis-
cuss a specific topic. Usually consist of 6-9 C. strategy-oriented decision problem.
people D. unit of analysis.
A. Observation 342. A formal statement of what a marketing
B. Interview research study will achieve:
C. Focus group A. decision problem
D. Survey B. research objective
C. target market
336. Which of the following relates most to
demographics? D. research problem
A. People’s age, gender or employment 343. What type of research is concerned with
status the size and location of a market, the com-
B. A researcher’s interviews, focus petition, and segmentation within the mar-
groups or questionnaires ket for a particular product?
A. Attitude research
337. This type of data coming from research
answers questions such as “how many?” B. Product research
and “ how much?”. C. Media research
A. Research Data D. Market intelligence
B. Quantitative Data 344. Which of the following is not an objective
C. Number Data of a questionnaire?
D. Qualitative Data A. A questionnaire must translate the in-
formation needed into a set of specific
338. True or false:Professional shoplifters of- questions that the respondents can and
ten know exactly what they intend to will answer
steal when they enter a store? B. Questionnaire must uplift, motivate,
A. Ture and encourage the respondent to become

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1.1 MARKETING RESEARCH 37

involved in the interview, to cooperate and C. Multiple choice question

to complete the interview
D. Rating scale question

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C. Questionnaire data must be easy to an-
alyze 349. Marketing research is used to persuade,
D. A questionnaire should minimize re- remind and inform customers about a prod-
sponse error uct
A. TRUE
345. is data that has been collected by
someone else and stored for later use. B. FALSE
Other examples of include published
reports, government statistics, and trade 350. Asking students as they walk into the
organization records. lunchroom and asking what their favorite
school lunch is
A. Primary Data
A. Quantitative
B. Main Data
B. Qualitative
C. Alternate Data
D. Secondary Data 351. In this step you identify what additional
information is needed and what is the best
346. This involves the process and methods way to collect it
used to gather information, analyze it, and
report findings related to marketing. A. Define the problem
A. Exploratory Research B. Analyze the situation
B. Marketing Research C. Develop data collection
C. Qualitative Research D. Gather and study info
D. Quantitative research E. Propose a solution
347. Below is the approach used in quantita- 352. Secondary data consists of
tive research data collection EXCEPT
A. information collected for a specific ex-
A. Mail Questionnaire isting purpose
B. Online Interview
B. data that is not expired
C. Telephone Interview
C. information that already exists some-
D. Internet data where, has been collected for another pur-
pose but the data is still related to the cur-
348. What type of question is this?
rent research topic
D. information gathered from conducting
personal and in-depth interviews

353. Conclusive research is typically more for-

mal and structured than exploratory re-
search.
A. Open-ended question A. True
B. Dichotomous question B. False

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1.1 MARKETING RESEARCH 38

354. Conclusion, theory advancement and new 359. “small groups of people (6-10), brought
knowledge is the last process in scientific together in a discussion that is held and
method. guided by a moderator through an unstruc-
tured and casual discussion, for the pur-
A. True
pose of gaining relevant information about
B. False the market research problem” The state-
ment above refers to
355. can be classified based on the respon-
A. Focus group
dents to be contacted and on the means of

NARAYAN CHANGDER
contacting them. Usually done in a face-to- B. Interview
face manner. C. Observation
A. personal interview D. Survey
B. self-administered questionnaire 360. A type of memory error where the event
C. All survey is remembered as occurring more recently
than it actually did
D. telephone interviewing
A. Averaging
E. Mail survey
B. Telescoping
356. What is the first stage of the marketing C. Omission
research process?
D. none of above
A. Definition of research objectives
361. Do you agree with this statement? “My
B. Writing the research brief health is my #1 priority.”
C. Recognition of a marketing manage- A. Demographic characteristic
ment problem
B. Geographic characteristic
D. Design of secondary research C. Psychographic
357. require respondents to select from a D. Behavioral
limited number of ordered alternatives.
362. Qualitative, quantitative and mixed are
A. Single-Item Scales according to
B. Category Scales A. The method of obtaining information
C. Graphic Rating Scales: B. The type of information
D. Rank-Order Scale C. The nature to the information

E. Itemized Rating Scales D. none of above

363. A research is effective if:

358. What do researchers create to help keep
a research project on track? A. It is associated with a decision.

A. Research Design B. It has no effect on the decisions.

C. The company has already made a deci-
B. Marketing Plan
sion.
C. Marketing Concept
D. The research cost is higher than the
D. Cost Analysis Report benefit.

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1.1 MARKETING RESEARCH 39

364. Is it true that Marketing Research can Wholesome Soups’ new marketing cam-
help in improving the quality of decision paign is most likely aimed at which gen-
making? eration?

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A. True A. Baby Boomers
B. False B. Generation Z
365. Which of the follow is an advantage of C. Generation X
using Internal Data? D. Millennials
A. Data must be kept up-to-date 370. A company that acquires, catalogs, refor-
B. Data can be accessed more easily mats, segments, and resells marketing re-
C. Data can create information overload search reports published by other market-
ing research firms.
D. None of the other answers are correct
A. market research aggregator
366. Attitude Research or Opinion Research
B. primary data
is designed to obtain information on how
people feel about products, services, com- C. secondary data
panies or ideas. D. market research
A. True
371. A marketing research term describes A
B. False subset drawn from a larger population
367. Primary data consists of information A. A sample
gathered by B. A market plan
A. Observation C. Secondary data
B. Survey D. marketing research
C. Experiment
372. Why are general demographic questions
D. All of the other answers are correct asked on a questionnaire/survey?
368. Gathering and analyzing information to A. To prove the survey is invalid
help make sound marketing decisions. B. Helps the business to know the cus-
A. Data tomer that is completing the surveyt
B. Marketing Research C. To prove it is a valid survey
C. Primary Date D. To help define the problem the survey
D. Survey is trying to measure

369. Wholesome Soups, an organic soup 373. two students look at several fashion
maker, is starting a new marketing cam- magazines to plan their back to school
paign that emphasizes the ease of prepar- wardrobes. What kind of marketing
ing and eating Wholesome Soups. Print, method is this?
television, and Internet advertisements A. Sales research
show college students enjoying Healthy B. consumer research
Soups between classes and during study
breaks. Because students base their C. comparison shopping
purchases on direct experience research. D. consumer publication

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1.1 MARKETING RESEARCH 40

374. Which of the following is not a reason C. Predicate

businesses use marketing research? D. Stupid
A. identifying market opportunities
380. A coordinate collection of procedures
B. solving marketing problems data system with supporting hardware
C. monitoring market performance and software is defined as
D. deciding how many staff to hire to man- A. marketing decision
ufacture the goods B. sampling decision

NARAYAN CHANGDER
375. Based on Table 2.1 in the text, the state- C. planning support
ment which stated It is information ori- D. marketing support
ented is true about the management deci-
sion problem? 381. Which of these is the best definition of a
A. True market-oriented business?
B. False A. The firm does market research after
launching a product
376. The outputs of the approach devel- B. The firm produces a good that it be-
opment process should include objec- lieves will be successful
tive/theoretical framework, analytical
models, and hypotheses C. The firm does market research before
designing a new product
A. True
D. none of above
B. False
382. is a measurement task that asks re-
377. A Specific Group of people that a com- spondents to sort several items into cate-
pany wishes to serve? gories.
A. Focus Group A. Ranking
B. Client Profile B. Rating
C. Target Market C. Sorting
D. Random’s D. Choice
378. When Marketing Research can analyze 383. A marketing manager for a new social
present situation & the future trend it can media app wants to understand the pref-
be called as- erences of different age groups. She de-
A. Decision making cided to conduct a survey of 1, 000 people
B. Explanation aged 13-65.Which type of research design
is the marketing manager using?
C. Descriptions
A. Cross-sectional
D. Prediction
B. Longitudinal
379. Casual research iinvolves testing a hy- C. Exploratory
pothesis about a(an) and effect rela-
tionship. D. Descriptive
Explanation:Cross-sectional research is a
A. Affect type of research design that collects data
B. Cause from a sample of people at a single point

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1.1 MARKETING RESEARCH 41

in time. In this scenario, the marketing A. Economic factors

manager is collecting data from a sample B. Expertise
of people of different age groups at a sin-

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gle point in time to understand their pref- C. Special Equipment
erences. D. Political Consideration

384. Which of the following is most likely to E. Legal and promotional consideration
have an in-house marketing research de- 389. A set of written questions designed to
partment? gather information
A. A local, small business A. Quantitative data
B. A school B. Questionnaire
C. A successful local politician C. Sample
D. A regional manufacturing corporation D. Secondary data
385. Which group of market segmentation cri- 390. Advertising research; focuses on is-
teria do:lifestyle, opinions, hobbies, inter- sues of media effectiveness selection, fre-
ests, values belong to? quency and rating.
A. demographic A. Attitude
B. geographic B. Media
C. psychographic C. Opinion
D. behavioural D. Product

386. Marketing Research is everything except 391. What is the first stage of the research
process?
A. systematic A. Collect and analyze the data
B. politically biased B. Develop and implement the research
plan
C. objective
C. Report the findings
D. useful for the purpose of improving
decision-making D. Define the research problem

392. When developing the approach, you

387. Which is the correct title for the list of
should consider the process necessary to
references?
do which of the following?
A. Reference List
A. Prove your hypothesis
B. Works Sited
B. Make the company look good
C. References
C. Generate the most data possible
D. Things I Found D. Reach your marketing objective
388. Identify what factors of make or buy deci- 393. Facts and figures from which conclusions
sion to answer the following question:Will can be drawn.
the result of the study be used in legal
preceding or as a part of promotional cam- A. Qualitative data
paign? B. Market research

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1.1 MARKETING RESEARCH 42

C. Quantitative data 399. Government reports would be which kind

of market research?
D. Database
A. Field Research
394. Which of the following is the first step in B. Quantitative Research
conducting marketing research?
C. Desk Research
A. Define the problem or research objec-
D. Target research
tive
400. What type of research focuses on is-

NARAYAN CHANGDER
B. Analyze data
sues of media effectiveness, selection, fre-
C. Collect data quency, and ratings?
D. Develop a research plan A. Media research
395. Which of the following is not a research B. Attitude research
objective? C. Product research
A. Exploratory research D. Market intelligence
B. Descriptive research 401. What is Marketing Intelligence System?
C. Expressive research A. set of procedures and sources that
managers use to obtain everyday informa-
D. Casual research
tion about developments in the marketing
396. Everything a business offers to satisfy a environment.
customer’s needs is called a B. set of procedures and sources that
managers use to obtain every year infor-
A. Product
mation about developments in the market-
B. Advertisement ing environment.
C. Research C. set of procedures and sources that
D. Idea managers use to obtain profit
D. set of procedures and sources that
397. Qualitative information is presented via managers use to obtain customer’s heart
graphs and charts to show trends, while
quantitative information is presented via 402. What are facts and figures located inside
clear examples and case studies the company

A. TRUE A. External data

B. Internal data
B. FALSE
C. Primary Data
398. are data that were collected for an- D. Secondary data
other purpose and already exist.
403. The following is a form of demographic
A. Primary data
data
B. Secondary data A. Interest
C. Tertiary data B. Activity
D. Inordinate data C. Opinions
E. Ordinate data D. Age

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1.1 MARKETING RESEARCH 43

404. Research conducted in order to identity or C. Government data (price trends, new
clarify a problem is called: regulations and laws)

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A. Exploratory Research D. All of the above
B. Descriptive Research 410. Counting how many people like today’s
C. Causal Research assignment and deciding if I should use it
again
D. Customer Research
A. Quantitative
405. Observation method could be
B. Qualitative
A. Structured
411. Which of the following is a benefit of
B. Unstructured having managers and researchers “on the
C. Hidden same page” about the marketing research
D. Artificial problem:
A. It keeps the business from wasting re-
406. Discovering new information is sources.
A. Consumer Research B. It ensures favorable results from the
B. Primary Research research study.
C. Secondary Research C. It improves the business’s market
share.
D. Marketing Research
D. It eliminates the need to establish re-
407. Researchers are conducting focus groups search objectives.
as part of their current marketing research
project. The results of these focus groups 412. formal meeting between two or more
are examples of: people, during which questions are asked
of one person.
A. secondary data.
A. Data Mining
B. relevant variables.
B. Focus Group
C. units of analysis.
C. Secret Shopper
D. primary data.
D. Interview
408. Online communities are providing no in- E. Survey
sight.
413. Which of the following describes system-
A. True
atic random sampling?
B. False
A. The target market is divided into
409. What data can be included in marketing groups and a selected sample is chosen
information systems? at random from each group
A. Customer profile data (buying behav- B. Every member of the target market
ior, shopping patterns, customer demo- has an equal chance of being selected
graphics, lifestyle research) C. Every member of the target market
B. Company records (sales results, ex- has an equal chance of being selected
penses, supplier data, production sched- D. Every nth member of the target market
ules) is selected

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1.1 MARKETING RESEARCH 44

414. contains data from all sources, stored 420. Can you skip a step in the market re-
in a sufficiently disaggregated way so that search process?
it can be analyzed by product item, sales A. yes; who cares just wing it right?
district, trade account, or time period.
B. no; every step is vital for beneficial an-
A. database swers
B. reports and display
421. A primary research technique in which the
C. analysis capabilities researcher observes the results of chang-

NARAYAN CHANGDER
D. models ing one or more marketing variables while
keeping others constant under controlled
415. You are choosing a form of entertainment conditions
for the upcoming 2-day weekend. That A. Experimental method
choice is determined by:
B. Survey method
A. Your personal preference
C. Observation method
B. Price of each type of entertainment
D. Focus group method
C. The value of each type of entertain-
ment 422. What is the purpose of secondary re-
search?
D. All of the above
A. To create new information and data
416. Market research that gathers the opin- from various sources.
ions, ideas, and thoughts of consumers in B. To gather existing information and
a non statistical manner is known as data from various sources.
A. primary research. C. To analyze existing information and
B. desk research. data from various sources.
C. qualitative research. D. To conduct experiments and gather pri-
mary data.
D. quantitative research.
423. A business compares its sales with indus-
417. Marketing research is the systematic de- try sales to determine its
sign, collection, analysis, and reporting of
A. Marketing Concept
data and findings relevant to a specific
marketing situation facing the company. B. Market Share
A. True C. Marketing Research
B. False D. SWOT Analysis
424. What is the difference between quantita-
418. Hypothesis must have
tive research and qualitative research?
A. Applicability
A. Quantitative research answers ques-
B. Testability tions that begin with ‘how many’ or ‘how
much’, while qualitative research focuses
419. Exploratory research is the problem find- on ‘why’ or ‘how’
ing phase or usually done at the initial
stages of the issue. B. Quantitative research focuses on ‘why’
or ‘how’, while qualitative research an-
A. True swers questions that begin with ‘how
B. False many’ or ‘how much’

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1.1 MARKETING RESEARCH 45

C. Quantitative research focuses on A. Computer-assisted personal interview-

‘what’ or ‘who’, while qualitative research ing
answers questions that begin with ‘when’

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B. Computer-assisted self-interviewing
or ‘where’
C. Fully automated self-interviewing
D. Quantitative research answers ques-
tions that begin with ‘when’ or ‘where’, D. Computer-assisted telephone inter-
while qualitative research focuses on viewing
‘what’ or ‘who’
E. Fully automated telephone interview-
425. One of the 4 P’s of marketing; refers ing
to the messaging and communication chan-
nels marketers use to generate aware- 430. Subjective information; based on
ness, interest, engagement, & excitement thoughts, feelings, opinions, experiences
about products/services A. Primary data
A. product B. Qualitative data
B. price C. Questionnaire
C. place
D. Quantitative data
D. promotion
431. Focus groups usually include partici-
426. Fundamental research is to generate a
pants.
body knowledge by trying to comprehend
how certain problems that occur in organi- A. At least ten
zations can be solved. B. No more than three
A. True
C. Six to twelve
B. False
D. A minimum of twenty-five
427. Computer Assisted Personal Interview
(CAPI) 432. What form of research do businesses use
when they can’t clearly define their rea-
A. In situ survey
sons for research?
B. Continuous Survey
A. Marketing Research
C. Non-Continuous Survey
B. Exploratory Research
D. Personal Survey
C. Observation Research
428. A descriptive design requires a clear spec-
ification of the who, what, when, where, D. Predictive Research
why, and way ) of the research.
433. It is a list of questions or statements ad-
A. True ministered personally by an interviewer
B. False face-to-face, telephone or online

429. A method in which the researcher con- A. discussion guide

ducts in-person interviews reads ques- B. data analysis
tions to the respondent on a computer
C. survey questionnaire
screen and keys the respondent’s answers
directly into the computer. D. none of above

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1.1 MARKETING RESEARCH 46

434. are regularly scheduled ( weekly, B. Offering only one kind of product
monthly, or quarterly ) personal interview
C. Working with a customer to determine
surveys with questions provided by a num-
his/her needs
ber of separate clients.
A. personal interview D. none of above
B. self-administered interview 439. A fabric company uses industry maga-
C. All survey zines that are printed daily to keep current

NARAYAN CHANGDER
D. telephone interviewing with fashion and apparel trends. This illus-
trates which type of publication?
E. Mail survey
A. Primary publication
435. represent assumptions about how
the world works, and specifically how B. Government publication
brand sales, shares, and profits respond C. Trade publication
to changes in elements of the marketing
mix. D. Consumer publication
A. database 440. What step is the following in the Market-
B. reports and display ing Research Process:Applying the Results
C. analysis capabilities A. 1
D. models B. 2
436. Which of the following would be consid- C. 3
ered secondary data collection?
D. 4
A. Creating a survey to determine cus-
tomer satisfaction. E. 5
B. Bringing in a focus group to get its
opinion on a new product. 441. In a school project, Liam, Aria, and Kai
are asked to identify a demographic trend
C. Examining information such as com- from the following options. Which option
petitor price offerings. is an example of a demographic trend?
D. Observing the outcomes of customer-
A. Interest rate fluctuations
salesperson interactions.
B. Increased cultural diversity
437. What is VITAL to the market research
process? C. Industry deregulation
A. getting usable information D. Technological advancements
B. implementing the solution
442. Secondary data can be collected from the
C. figuring out what to eat for lunch following sources:
D. none of above
A. Inside the business
438. Which best describes “consultative sell- B. Outside the business
ing”?
C. Both inside and outside the business
A. Using the latest research to redesign
a floor plan D. Survey exploration

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1.1 MARKETING RESEARCH 47

443. are the simplest type of rating scale. C. Specific beliefs

They contain only two choices:yes/no or D. Level of intuitiveness
agree/disagree.

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A. Single-Item Scales 448. Market research is broader than the mar-
keting research.
B. Category Scales
A. True
C. Graphic Rating Scales:
B. False
D. Rank-Order Scale
E. Itemized Rating Scales 449. Strongly agree to strongly disagree is an
example of a scale frequently used on
444. When the government of any country re- surveys.
stricts the sale of a particular commod- A. Score
ity to a particular group-for example, re-
stricting the sale of alcohol to individuals B. Likert
over the age of 21-qualified consumers C. Simile
who have the income, interest, access, and D. Predictor
qualifications constitute
A. eligible potential market 450. The best way to reach people who would
not give personal interviews or whose re-
B. eligible available market sponses might be biased or distorted by
C. the market it targets to serve the interviewer is by using a(n)
D. market penetration A. online interview

445. Qualitative Research Methods are? B. email questionnaire

A. Behavioral observation 451. Information that has been collected for

B. In-depth interviews purposes other than the project at hand

C. Focus groups A. Sample

D. Social listening B. Primary data

E. All the above C. Survey

D. Secondary data
446. What is the purpose of analyzing data in
market research? 452. The study of the human behavior in its
A. To compile and interpret the results natural context is an example of

B. To identify potential buyers A. experimental research

C. To determine market size and growth B. survey research

potential C. focus groups
D. To test product features D. ethnographic research

447. Market researchers would use the Likert 453. Apple does research to determine the
rating scale when designing questions to best packaging for protecting the new
measure consumer IPhone. What type of research is this?
A. Feelings and knowledge A. Product
B. Level of agreement B. Attitude

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1.1 MARKETING RESEARCH 48

C. Sales 460. Which of the following is not a feature of

D. Media quota sampling?
A. Non-random selected samples.
454. What form of data is more likely to be
up-to-date and relevant to the project at B. Selecting a specific number of people
hand? in a market segment.
A. Primary Data C. Likely to be representative of the pop-
ulation.
B. Internal Data

NARAYAN CHANGDER
D. Relatively cheaper to select the sam-
C. External Data ple.
D. Secondary Data
461. Fashion brands may conduct a market re-
455. variable search in all the coming situations, EXCEPT
A. something that never changes
B. a local organization A. launching a new product line
C. something that changes or can be B. opening stores in new market
changed places/countries
D. none of above C. investigating issues facing the brand
in the current market
456. Comparative Scales D. hiring new celebrities to represent the
A. Paired comparison brand in the current market place
B. Rank Order 462. What adjective could we use to describe
C. Constant Sum the step-by-step process of marketing re-
D. Q-Sort search?
A. Causal
457. Because we are in a global market, a
trend in research is collecting data from in- B. Systematic
ternational markets. C. Objective
A. True D. Valid
B. False 463. Answers questions about attitudes and
458. Jack In the Box gives out a jumbo jack behavior, market segments, advertising
sandwich for each customer questionnaire media, and other aspects of marketing
that is turned in by December 10th. A. survey
A. Primary B. qualitative research
B. Secondary 464. Nora, Avery, and Rohan are discussing
459. How could we describe marketing re- how marketing has become more interac-
search that produces essentially the same tive and targeted, as they notice that they
data every time it is conducted? receive more personalized communication
and interaction with brands rather than
A. Reliable just seeing promotions. Is this observation
B. Objective true?
C. Valid A. True
D. Cost Effective B. False

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1.1 MARKETING RESEARCH 49

465. What is not “Recommending Solution to 470. In designing a research plan, these are
the Problem” utilized for data gathering procedures.

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A. Using data to recommend to the mar- A. The sampling plan
keter what to do to solve. B. The data sources/resources
B. Step 4 of Marketing Research C. The research instruments
C. Applying the results D. The research approaches
D. Giving advice
471. Which of the following could provide data
466. A business may conduct this type of mar- on competitors’ upcoming plans:
keting research may be considered when A. Observable changes in marketing
making changes to a current product de- strategies
sign.
B. Industry sales and market share anal-
A. Market ysis
B. Product C. Customer records
C. Promotion D. Economic indicators
D. Price 472. hypothesis is a set of two hypothesis
E. Distribution which states the opposite of null hypothe-
sis
467. You’ve been asked to identify how users
A. alternate
found your website, what pages they’re
visiting, and how long they’ve stayed. B. second
What tool might you use for this?
473. What is the benefit of translating the
A. HubSpot problem into a research methodology?
B. Facebook Analytics A. The two parts (researcher and client)
C. Google Analytics understand the problem
D. Google Optimize B. It leads to development of research in-
struments in order to clearly define the re-
468. Which of the following are types of pri- search objectives
mary research? C. Stresses collaboration between re-
A. Websites, newspapers, books, arti- searcher and corporate decision makers
cles, magazines and census D. All the above
B. Questionnaires or surveys, observa-
474. What step is the following in the Market-
tions, interviews, trials and focus groups
ing Research Process:Recommending Solu-
469. A news article has when it encour- tions to the Problem
ages one political view over another A. 1
A. Truth B. 2
B. Bias C. 3
C. Validity D. 4
D. Reliability E. 5

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1.1 MARKETING RESEARCH 50

475. Procedures that enable decision makers 480. Variables that measure the effect of the
to interact with data and analysis methods independent variables on the test units are
in order to collect, analyse and interpret in- called
formation.
A. Interdependent variables
A. MIS
B. extraneous variables
B. DSS
C. concurrent variables
C. BCG
D. dependents variables

NARAYAN CHANGDER
D. Parenting Matrix
481. Research conducted to address questions
476. a specific group of consumers targeted by about a specific real-life problem is the
marketing messaging essence of:
A. social entrepreneurs A. basic research.
B. entrepreneur B. pure research.
C. business entrepreneurs C. applied research.
D. target audience D. intuitive research.

477. Statements or propositions that provide 482. Distinctive name, words, design, logo,
a possible answer to the research question mark, or a combination of these elements
A. theoretical framework that create company or product identity
and that separate the company or product
B. analytical model from competitors.
C. research questions A. advertisement
D. hypothesis B. sales

478. Using the firm’s internal records as a re- C. brand

search tool is an example of D. merchandising
A. Marketing Information System
483. Which of the following is a qualitative re-
B. PMS search technique?
C. External Sources A. Observation
D. Internal sources B. Experimentation

479. To formulate a marketing research prob- C. Focus group

lem of appropriate scope, it is necessary to D. Survey
take into account both the resources avail-
able, such as money and research skills, 484. A focus group is an example of
and the constraints on the organization,
A. Quantitative research
such as cost and time. These considera-
tions refer to economic environment B. Qualitative research
A. True C. Secondary research
B. False D. No research

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1.1 MARKETING RESEARCH 51

485. organizational characteristics and D. Problem definition, 2) Data prepara-

performance that are influenced by market tion and analysis, 3) Development of an
forces and adapted to meet changing mar- approach to the problem, 4) Research de-

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ket needs. Focus on internal competencies sign formulation, 5) Field work or data col-
that foster greater responsiveness to their lection, 6) Report preparation and presen-
customers and their target market. tation
A. Market Driven Information 488. Which form of data below can usually be
B. Customer Driven Information obtained more quickly and at a lower cost
C. Marketing Information Management than the others?
function A. Secondary Data
D. Marketing Information System B. Primary Data
486. “Is where we define a frame- C. Online marketing research
work/methodology for conducting the D. None of the above
marketing research. It details out the
methods/ways for obtaining the required 489. ompanies undertake surveys to learn
information.” This statement refers to about people’s knowledge, , prefer-
stage of marketing research. ences, and satisfaction and to measure
these magnitudes in the general popula-
A. problem definition
tion.
B. research approach
A. beliefs
C. research design
B. psyche
D. data collection
C. inner id
487. Which of the sentences below states the D. deepest secrets
market research process in the correct or-
der? E. intelligence and literacy

A. Problem definition, 2) Development of 490. Avery and Aria are discussing the fac-
an approach to the problem, 3) Research tors that affect people’s purchasing power.
design formulation, 4) Field work or data They mention income as one of the factors.
collection, 5) Data preparation and anal- What type of factor is income?
ysis, 6) Report preparation and presenta-
tion
B. Problem definition, 2) Development of
an approach to the problem, 3) Field work
or data collection, 4) Research design for-
mulation, 5) Data preparation and analy-
sis, 6) Report preparation and presenta-
tion A. Geographic

C. Problem definition, 2) Development of B. Demographic

an approach to the problem, 3) Research 491. A sample is a segment of the population
design formulation, 4) Field work or data designed to
collection, 5) Report preparation and pre-
sentation, 6) Data preparation and analy- A. Mislead others in the population
sis B. Represent the population as a whole

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1.1 MARKETING RESEARCH 52

C. Allow for greater data misrepresenta- C. fashion services

tion D. color services
D. Provide more accurate results than
the entire population 496. Tara, a marketing researcher, watches
customers as they shop for products and
492. In-depth interviews are ideal for re- writes down her impressions of the cus-
searching which of the following? tomers’ behaviors. Tara is gathering data
by
A. Topics concerning market characteris-

NARAYAN CHANGDER
tics A. Secondary, relating
B. Sensitive, personal and confidential B. Primary, interviewing
topics C. Primary, observing
C. Reactions to a new advertising cam- D. Secondary, surveying
paign
497. is a special kind of interval scale that
D. Straightforward, quantifiable and
has a natural zero point. With such a scale
easy-to-explain topics
of weight, market share, or dollars in sav-
493. It is consumer-buying behavior charac- ings accounts.
terized by low consumer involvement, A. nominal scale
but significant perceived brand differences.
B. ratio scale
(consumer involvement is low. For ex-
ample:a consumer wants to buy a cookie C. ordinal scale
and chooses a brand without putting much D. interval scale
thought to it, and next time may choose
another brand for a different preference.) 498. What does market research NOT do for a
A. Habitual Buying Behavior company?
A. Increase sales and profits
B. Dissonance-reducing Buying Behavior
B. Compare competitive products
C. Complex Buying Behavior
C. Understand current markets
D. Variety-seeking Buying Behavior
D. Identify potential buyers
494. Which of the following is the most popu-
lar data-collection method: 499. This step in the marketing research pro-
cess occurs after the plan for the research
A. Experiment
design has been completed, but before
B. Observation data collectio
C. Survey A. Follow up
D. Situation Analysis B. Specify the sampling procedures

495. Models wear cropped tops and maxi C. Collect Primary Data
skirts and then all the girls in the high D. Analyze the Data
school wear them. What fashion indicator
is this? 500. is an interview conducted by a
trained moderator among a small group of
A. consumer services respondents in an unstructured and natu-
B. fashion trends ral manner

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1.1 MARKETING RESEARCH 53

A. An experiment A. Geographic
B. a focus group B. Demographic

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C. A quantitative survey C. Psychographic
D. A depth interview D. none of above

501. This tier, is to legitimate the brand in 505. CRM systems are powerful that
terms of its makers reputations or corpo- serve several essential functions for mar-
rate image. It is therefore the corporate keting, sales, and account management
brand together with its value branding A. Databased
A. Core Branding B. Method
B. Value Branding C. Information
C. Mark Branding D. Software system
D. none of above 506. Primary data has an advantage over sec-
502. Members of the research team telephone ondary data because
potential respondents, ask questions of re- A. the data already exists so it is cheaper
spondents from a computer screen and key to gather.
the answers directly into a computer. B. it is normally less time consuming to
A. Computer-assisted personal interview- gather.
ing C. it saves data collection time.
B. Computer-assisted self-interviewing D. it is unique to the purpose of the re-
C. Fully automated self-interviewing search.
D. Computer-assisted telephone inter- 507. An example of a qualitative question
viewing would be
E. Fully automated telephone interview- A. How do you like french vanilla coffee
ing in the school store?
503. Respondents are chosen through B. How many candy bars should be
stocked in the school store?
A. Sampling procedure
C. On a scale of 1 to 10 how do you rate
B. Sampling unit the pizza in the school store?
C. Sampling size D. True of False, most students prefer wa-
D. none of above ter instead of soda
504. Which of the following factors is related 508. Which of the following is considered to
to the education level of students like be the last step in the marketing research
Noah, Ava, and Emma? process?
A. Present the findings
B. Analyze the information
C. Control the environment
D. Make the decision
E. Draft the report

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1.1 MARKETING RESEARCH 54

509. Del Taco records the number of used 515. A Marketing Information System has to
coupons turned in from a Sunday newspa- balance these elements
per advertisement
A. The information decision makers want
A. Primary
B. The information decision makers actu-
B. Secondary ally need
510. During a research study, if the researcher C. The feasibility of obtaining the infor-
uses data that was originally collected by mation

NARAYAN CHANGDER
someone else, this is an example of
D. All of the other answers are correct
A. Primary data
B. Secondary data 516. Anika is working on a project that in-
volves creating an artificial intelligence
511. Which of the following is NOT determined (AI) system. Which of the following AI
when considering the environment factor trends is she most likely working on?
of developing the approach?
A. Chatbot
A. Influencing factors of the environment
B. Virtual Reality
B. Related government regulations
C. Augmented Reality
C. Economic environment
D. Mixed Reality
D. None of the above

512. Tell whether the statement is true or 517. Why is it necessary to study Marketing?
falseThe choice of a research approach de- A. Understand Planning & TCT
pends on the nature of the research that
one wants to do. B. Understand your Target Market
A. true C. Understand business circumstances
B. false D. All right

513. Government reports and market reports 518. In S.M.A.R.T. M stands for
of other companies are considered
A. MARKETING
A. primary research
B. MANAGABLE
B. secondary research
C. qualitative research C. MEASURABLE

D. quantitative research D. MAINTENANCE

514. exists when a research technique pro- 519. MR applications

duces nearly identical results in repeated
A. Copy text testing
trials.
A. Validity B. Customer satisfaction studies

B. Reliability C. Segmentation studies

C. Range D. Proof of concept
D. Accessibility E. Copy text testing

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1.1 MARKETING RESEARCH 55

520. Why would a marketer be concerned with 524. Where is a place where buyers and sell-
“Retailer Reaction” when researching the ers interact?
possibility of launching a new product?

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A. Marketing
A. Retailers don’t really know their cus- B. Market
tomers
C. Marketing objective
B. Without retailer support, sales might
not meet projections D. Marketing function

C. Retailers can make their own deci- 525. It has 7 pointswhose extremes are linked
sions about product packaging to bipolar labels that have a semantic char-
D. None of the other answers are correct acter.
A. Physical Shape
521. In the interviewer interviews the re-
spondents in person. There is direct con- B. Likert
tact between the interviewer and the re- C. Semantic Differential Scale
spondents. In terms of environment, the D. Staple
mood of the respondents and interviewer
can really affect the data collection pro- 526. Political webpages often allow read-
cess, as well as time and place. ers to rate (if they want to) whether
A. Personal Interview they strongly agree, agree, disagree, or
strongly disagree with the President’s de-
B. Telephone Interview cision on any given situation. This is a
C. Mail Survey form of:
D. Fax Survey A. Voluntary Response
B. Convenience Sampling
522. involves taking two variables and
seeing how often they are associated, the C. Simple Random Sampling
more they show up in the study the more D. Systematic Random Sampling
they are related
527. A function of marketing research that
A. Associative Variation
used to investigate relationships and phe-
B. Sequence of Events nomena within data that have been gath-
C. Absence of other possible causal fac- ered through marketing research.
tors A. exploratory function
D. none of above B. descriptive function

523. Why do businesses conduct market re- C. diagnostic function

search? D. predictive function
A. To help identify gaps in the market and
528. Is marketing research used just by large
business opportunities.
businesses?
B. To provide people with jobs
A. No, it is used mainly by individuals and
C. So they can share their findings with small businesses.
competitors B. No, it is used by businesses and orga-
D. It is a government requirement nizations of all sizes.

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1.1 MARKETING RESEARCH 56

C. Yes, individuals and small organiza- 534. A questionnaire survey is an example of:
tions do not use marketing research.
A. Quantitative research
D. Yes, large businesses are the exclu-
sive users of marketing research. B. Primary Research
C. Secondary research
529. Which of the following is NOT a source of
secondary data? D. Qualitative research
A. Internet
535. It is important to leave opinions and

NARAYAN CHANGDER
B. Company records bias of the researcher out of the research
C. Focus groups project.
D. Trade publications A. True
530. What are the three components of the re- B. False
search objective?
A. research question, development of hy- 536. A form of marketing research that uses
pothesis, research boundaries a demographically diverse group of people
assembled to participate in a guided discus-
B. decision alternatives, timing, results
sion about a particular product before it is
C. research purpose, framing research launched, or to provide ongoing feedback
questions, market analysis on a political campaign, television series,
D. specification of research purpose, al- etc.
ternatives, research boundaries A. Survey
531. An advantage of secondary data is that B. Interview
it is
C. Online research
A. easily obtained
D. Focus group
B. little exists for your research
C. exist data may not be suitable 537. is a research tool designed to
D. may be inaccurate understand the consumers and identify
the growth opportunities of the product
532. BASED ON QUESTION TWO ABOVE, THE and/or service.
FIFTH STEP IN MARKETING RESEARCH IS?
A. Content analysis
A. Developing Approaches to Problems
B. Experiment
B. identifying problems
C. Providing and Analyzing Data C. Qualitative information
D. Prepare and Present Research Results D. Usage, Attitude, Image

533. Identifying and examining the character- 538. During a job interview, the interviewer
istics of a competing business. asks a question that can’t be answered
A. Customer profile with a simple yes or no. What type of
B. Market research question is this?

C. Competitive analysis A. Open-ended

D. none of above B. Forced choice

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1.1 MARKETING RESEARCH 57

539. It can be said that a market research 544. Companies begin advertising on Hulu to
project is sufficient with qualitative re- reach a younger market because of survey
search. (T/F) data

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A. True. A. Attitude Research
B. False. B. Product Research
C. Media Research
540. Marketing research is used to D. Market Info Systems
A. Improve the performance of the mar-
545. Which company is the owner of IPL team
keting department in very general terms.
Delhi Capitals?
B. Analyze data and make better market-
A. GMR Group
ing decisions
B. Dabur Ltd
C. Solve specific marketing problems
C. United Spirits Ltd
D. Provide reliable internal information
D. India Cements
541. What is a potential market? 546. Social media makes it easier to compa-
A. A collection of consumers who buy nies to collect data to help make business
company products decisions.
A. True
B. Qualified available market sections
that the company decides to pursue B. False
C. A collection of consumers who have a 547. What is a common way retailers measure
fairly high level of interest in market offer- store productivity?
ings A. By word of mouth
D. A collection of consumers who have in- B. Customer surveys
terests, income and access to certain of-
C. Sales per square foot
fers
D. none of above
542. Information and facts
548. All are examples of Marketing Strategies
A. Hypothesis except
B. Data A. Promotional
C. Focus Groups B. Brand Positioning
C. Pricing.
D. External Factors
D. Distribution
543. A(n) is the total of all the elements
that share some common set of character- 549. is a measurement that asks respon-
istics dents to rank a small number of items on
some characteristic
A. sample
A. Ranking
B. population B. Rating
C. hypothesis C. Sorting
D. elements D. Choice

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1.1 MARKETING RESEARCH 58

550. Marketing research if the process of enough capital to launch and operate the
gathering, analyzing and interpreting data business. What type of marketing function
linked to the business is this?
A. True A. Promotion
B. False B. Product
C. Pricing
551. Primary data can be collected in several
ways. Which of the following primary D. Financing

NARAYAN CHANGDER
data collection methods would be exempli-
556. What picture is this?
fied by constructing see-through mirrors in
a retail store whereby consumers’ actions
could be recorded?
A. Focus groups
B. Surveys
C. Observation
D. Behavioral data
E. Experiments A. marketing research process
552. Squarespace asks a customer, “What B. the process of seducing consumers
is your most advanced degree:bachelor’s, C. product research process
master’s, doctorate, or other?” D. none of above
A. Demographic characteristic
557. Jeanine would like to own a Mercedes
B. Geographic characteristic but can’t afford one at the moment. Jea-
C. Psychographic nine is part of for this product.
D. Behavioral A. potential market
B. available market
553. Which of the following is not an example
of a research design? C. target market
A. Descriptive Research D. market penetrated
B. Marketing Research 558. The marketing planning process includes
C. Explorative Research a situation analysis, which is useful for:
D. Causal Reseach A. Defining the business scope and
served market segments.
554. secondary data is cheaper and takes less
B. Understanding the environment and
time to gather than primary data because
the market.
it has already been collected
C. Refining strategies and program.
A. TRUE
D. Pricing.
B. FALSE
559. Secondary Data is?
555. Manuel wants to start a new business.
He has $50, 000 in savings but needs A. An Outside Source
an additional $25, 000 to ensure he has B. First Hand Source

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1.1 MARKETING RESEARCH 59

C. Numbers that start with 2 from research is one of the reasons to con-
D. Opinions and Attitudes duct interview with experts

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A. True
560. Why is marketing research useful to a
business? B. False

A. Helps to Spot current and upcoming 566. What type of data involved numbers and
problems in the current market figures?
B. Helps in forecasting the future cus- A. Quantitative
tomer needs B. Qualitative
C. It provides valuable data for market-
ing planning 567. Surveys Non continuous

D. All of the above A. Personal

B. Telephone
561. the business tries out something new
and gathers data on how it went C. Omnibus

A. Experiment D. Electronic

B. Survey 568. Which data collection method involves

C. Focus Group monitoring customers either in person or
electronically?
D. Observation
A. Exploratory Research
562. Which one of the below is not a form of B. PredictiveResearch
SECONDARY research?
C. Causal Research
A. Interviews
D. ObservationResearch
B. websites
569. A questionnaire survey in an example of:
C. Census Data
A. Quantitative research
D. Industry reports
B. Health research
563. Geographics are a market segmentation
C. Secondary research
A. False
D. Qualitative research
B. True
570. Searching through large amounts of digi-
564. Survey research is method of collect- tal data to find useful patterns or trends.
ing primary research.
A. Raw data
A. The most unreliable
B. Follow-up
B. The most reliable C. Data analysis
C. The most common D. Data mining
D. The least common
571. Susie wants to rate a product or service
565. The need for the researcher to under- based upon a scale. What type of ques-
stand the nature of what decision man- tions should she use to write this survey
agers face and what they hope to learn question?

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1.1 MARKETING RESEARCH 60

A. Yes/No questions B. They have access to competitors’ inter-

B. Rating scale questions nal financial records.

C. Level of agreement questions C. They can provide market share analy-

ses.
D. none of above
D. They have access to competitors’ web-
572. What is the primary market? sites
A. The most likely consumer
578. Closed questions require which types of

NARAYAN CHANGDER
B. The occasional consumer answers?
C. The consumer with the highest salary A. Multiple choice / yes-no answers
level
B. Dialogue boxes for the user to write
D. The consumer with the most diverse in- their answer
terests
C. Questionnaire
573. There are business projections to be done D. none of above
due to the competitive situation involving
the microenvironment. For instance, the 579. the following are the importance of mar-
entry of a new competitor, affecting the keting research EXCEPT
competitive landscape of the industry.
A. Identifying the Target Market
A. TRUE
B. Determining Strategic Marketing Deci-
B. FALSE sions
574. Unbiased evidence that is supported by C. Increase Sales And Company Profits
empirical findings is an analytical model.
D. Determine products and prices
A. True
580. A decision problem may be translated
B. False
into several
575. Problem definition is the most important A. sets of secondary data.
step in the marketing research project.
B. other decision problems.
A. True
C. research problems.
B. False
D. situation analyses.
576. Observational Research is also called
581. A function of marketing research that oc-
A. ethnographic research
curs when researchers have a limited un-
B. primary research derstanding or no knowledge at all about
C. secondary research a marketing situation or a particular out-
come.
D. taking a survey
A. exploratory function
577. Why are a company’s suppliers and dis-
B. descriptive function
tributors sources of competitive data?
C. diagnostic function
A. They work with many companies in the
same industry. D. predictive function

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1.1 MARKETING RESEARCH 61

582. Elijah, Evelyn, and Michael are marketers 587. good that consumers don’t want to spend
who are trying to identify a market that much time and effort on
shares common characteristics based on

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A. impulse goods
where people live and work. This is an
example of market identification by which B. nondurable goods
segmentation?
C. specialty goods
A. Demographic
B. Geographic D. convenience good
C. Ethnicity
588. Which of the following in NOT a strategy
D. Values used to discourage employee theft?
583. Assets like patents and intellectual prop- A. Screening potential employees
erty rights, relations with trade partners.
B. Requiring management approval of all
A. Brand Awareness
discounts
B. Perceived Quality
C. Routine checks of backrooms and
C. Brand Loyalty trash bins
D. Other Proprietary
D. Administering lie-detector tests
584. In the questionnaire is administered
through the mail. The interviewer has no 589. The transaction of Delhi Govt. Health
contact with the respondent. The environ- Service Department buying medicines for
ment plays no role in the data collection free distribution to Slum-dwellers is a
process. It is least expensive in form of transaction.
data collection.
A. Personal Interview
B. Telephone Interview
C. Mail Survey
D. Fax Survey
585. Which of the following steps is not in the
research process?
A. Analysing the result A. B2C
B. Collecting data from participants B. B2B
C. Conducting a literature review
590. Which of the following describes the esti-
D. Creating a research plan
mating of future results of sales by looking
586. Which of the following is most likely to at current and past sales?
be a primary data source:
A. Anticipating
A. A sales invoice
B. Calculating
B. A customer record
C. An expense report C. Envisioning
D. A customer survey D. Forecasting

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1.1 MARKETING RESEARCH 62

591. is a voluntary association of con- B. Consumer research

sumers formed to protect & promote con-
C. Comparison shopping
sumer rights.
D. Consumer Publication
A. Information gap
B. Increased competition 597. Which METHOD of research is being de-
C. Consumerism scribed here?It is conducted face-to-face
with customers and a series of questions
D. Target audience
are asked

NARAYAN CHANGDER
592. What is the first step in the research pro-
cedures?
A. Set limits to the problem.
B. Identify the problem to be solved
C. Draw on current knowledge.
D. none of above

593. What does product research help with?

A. helps by identifying key issues and
avoiding costly mistakes with a product
A. Personal interview
B. to analyze past sales data
B. Telephone survey
C. to determine the impact an advertise-
ment has C. On-line survey
D. to get consumer opinion about your D. Focus group
brand
598. Which two of the statements are advan-
594. Conducting an online survey is an exam- tages of market research?
ple of secondary research
A. Helps a business understand cus-
A. True tomers and competitors
B. False B. It can be very time consuming
595. is a measurement task that requires C. It could be difficult to analyse
respondents to select among two or more
D. Helps a business create targeted mar-
alternatives.
keting
A. Ranking
B. Rating 599. This category of error occurs when a sam-
ple does not represent the target popula-
C. Sorting
tion. Nonresponse error (the respondents
D. Choice differ from the sample) is an example.
596. The Macy’s department manager looks at A. Sampling Error
merchandise reports to see which products
B. Frame Error
are not selling. What marketing method is
this? C. Random Error
A. Sales Research D. Sample

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1.1 MARKETING RESEARCH 63

600. What’s another one of the 5 steps of the bought Brand C in May given that he/she
marketing research process? bought Brand B in April?

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A. Apply Results A. 11/27
B. State Your Thesis B. 13/27
C. Test Your Thesis C. 21/54
D. none of above D. 4/19
Explanation:Use two lines to draw out the
601. Quantitative Research: two events respectively:C in May, and B in
A. The study conducted to determine the April. Find the number on the intersection
effectiveness of a company’s advertising of the two lines, that’s the number of peo-
message and media placement ple who satisfy both conditions, should be
used as the numerator. The denominator
B. Marketing research that answers
should be the total number of people who
questions that begin with “how many” or
bought B in April, which is 27 in this case.
“how much”, used with large numbers of
people 605. What is the plan devised by a business to
C. The study of customer’s reaction to a detail how they intend to meet their mar-
product or package design keting objectives?
D. Marketing research that focuses on A. Market analysis
smaller number of people and tries to an- B. Business objectives
swer questions that being with “how” or
“why” C. Marketing mix
D. Marketing strategy
602. In research , the goal is to gather ini-
tial information that will help define the 606. In an experiment, the variable that is ma-
problem and suggest hypotheses such as nipulated is called the
determining the effectiveness of brand ad-
A. Independent variable
vertising creativity for new products in the
market. B. Dependent Variable
A. Exploration 607. Tell whether the statement is True or
B. causal Falsethere is mounting evidence that re-
spondents will distort their answers in
C. ethnographic
ways that (they believe) will enhance their
D. descriptive prestige in the eyes of the interviewer and
will not put them at variance with their
603. What type of research tests “what if” perception of the prevailing norms of soci-
theories? ety
A. Exploratory Research A. True
B. Observation Research B. False
C. Causal Research
608. Marketing Managers can obtain informa-
D. Predictive Research tion from Internal Data, and Marketing
604. Given Pr(A|B)=Pr(A&B)/Pr(B). What is Research
the conditional probability that someone A. Reading tea leaves

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1.1 MARKETING RESEARCH 64

B. Marketing Intelligence and InStyle. These magazines are consid-

C. Marketing plans ered:
A. sales research
D. A crystal ball
B. consumer research
609. The first step in marketing research is?
C. trade publications
A. Solve the problem D. consumer publications
B. Developing Approaches to Problems
614. True or false:secondary sources don’t

NARAYAN CHANGDER
C. Formulating the Form of the Study provide all the information some busi-
D. Conducting Fieldwork/ Collecting Data nesses need
A. True
610. This is a type of company that specializes
in interviewing respondents on a subcon- B. False
tracted basis. Such companies frequently 615. What is “Net worth”?
have offices in several cities, and can pro-
vide services such as focus group facilities A. The total of all your assets and liabili-
and retail audits. ties
A. Field Service Firm B. The amount of profit left over after
taxes have been paid
B. Random Error
C. The cash value of everything you own
C. Sampling Error if sold at auction
D. Following Up D. The difference between your total as-
sets and total liabilities
611. Gather, analyze, report
A. The process and methods used in mar- 616. We review the relevant literature to
keting research know:

B. Who uses marketing research A. Who are the key contributors to the
topic
C. Done via survey
B. how conduct research
D. Gathered through a focus group or in-
terview 617. What form of data are facts and figures
that can be presented in the form of a chart
612. When a business developed a new or in- or graph?
novated product, it allows small number of A. Primary Data
consumers to try the product and provide
a feedback for a short period of time. This B. Quantitative Data
is known as C. Qualitative Data
A. collaborating D. Secondary Data
B. prototyping 618. Experimental Data is
C. test marketing A. Causal
D. product introduction B. Quantitative Data
613. A person reads magazines to keep up C. Primary Data
with trends like Vogue, Cosmopolitan, Elle D. Descriptive

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1.1 MARKETING RESEARCH 65

619. is a network approach that involves A. Quantitative

dividing the marketing research project B. Qualitative
into multiple components and estimating

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the time required to complete each compo- 625. Which of the following is an example of
nent/activity. primary research?
A. Critical Path Method A. Newly published government reports.
B. program evaluation and review tech- B. Customer suggestion or comments
nique (PERT) sheets.
C. graphical evaluation and review tech- C. Economic forecasts for the next twelve
niques. months.
D. none of above D. Information from competitors.

620. Asking customers how they feel when 626. Emma, Arjun, and Oliver are discussing
they try on a new pair of jeans. their interests. Which type of interest is
A. Quantitative related to their hobbies and personal pref-
erences?
B. Qualitative

621. Database marketing or customer relation-

ship marketing (CRM) can be obtained
from internal and external sources.
A. True
B. False

622. Marketing Intelligence provides informa- A. Geographic

tion from sources the company. B. Demographic
A. Outside C. Psychographic
B. Inside D. Behavioral
C. Both inside and outside
627. Evaluating how much research must be
D. None of the other answers are correct. done and determining who is able to
gather it is know as which of the follow-
623. asks respondents the extent to which ing?
an item of interest possesses a character-
istic. Scales that require respondents to A. Skills analysis
rank an item result in a quantitative score. B. Personal analysis
A. Ranking C. Project analysis
B. Rating D. Budget analysis
C. Sorting 628. a qualitative research which deals why
D. Choice people buy or didn’t buy the product or ser-
vice.
624. Marketing research that focuses on
smaller numbers of people and tries to an- A. Product research
swer “why” or “how” B. Motivation Research

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1.1 MARKETING RESEARCH 66

C. Sales Research B. quantitative research

D. Distribution Research C. qualitative research
629. A description of the management prob- D. product placing
lem, defining the information to be ob-
634. A is a group of people completing a
tained in terms of research questions to be
taste test, product demo, etc
answered.
A. Experiment
A. executive summary

NARAYAN CHANGDER
B. Research purpose and objective B. Observation

C. Research Methodology C. Focus Group

D. Statistical Treatment of Data D. Survey

630. Market Potential Research Market Share 635. Market Research is very much needed in
Research Image Research Market Charac- India to
teristics Research Forecast Research Busi- A. Explore rural markets
ness Trend Research 5. Based on the
B. Economic development
above information referring to?
A. Identify the purpose of the problem C. Optimum use of natural & man power
resources
B. Identifying Identified Problems
D. All of these
C. Identifying the Basic Problem
D. identify the main problem 636. Michael, Maya, and Jackson are sports
and event marketers planning a local bas-
631. Representatives of the population is ketball tournament. Which factor should
known as: they consider when targeting customers
A. Source list for this specific event?
B. Sample A. Personalities
C. Suggestions B. Demographics
D. Hypothesis C. Expectations
D. Affiliations
632. A computer-based system for testing
“what-if” ideas is called 637. This market segmentation method in-
A. Decision support system volves targeting customers based on
B. Scenario testing system where they live.

C. Marketing Information System A. Demographic

D. Marketing Intelligence System B. Geographic

C. Psychographic
633. Carolyn is planning on releasing a new
product in her candy business and makes D. Behavioral
a survey to collect data.She asks “how of-
638. Sources of Data
ten do you eat chocolate bars?” What ex-
ample of marketing research is this? A. Internal and External
A. media research B. Primary and Secondary

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1.1 MARKETING RESEARCH 67

639. is a systematic process for identify- 644. In the context of retail, which of the fol-
ing marketing opportunities and solving lowing means the same as “stock”?
marketing problems.

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A. Floor space
A. Databased
B. Headroom
B. Information
C. Marketing research C. Inventory
D. Patterns D. Common
640. What does MIS stand for?
645. are concerned with the characteristics
A. Marketing Information System of the respondent.
B. Marketing Intelligence Survey
A. request for cooperation
C. Manufacturers’ Information System
B. identification data and occupation
D. Marketing In Service
C. instruction
641. Customer management by integrat-
ing/combining all information owned by D. information sought
the company to achieve maximum cus-
tomer satisfaction and retention E. classification data
A. Promotional program (sales promo-
646. Which of the following is not a source of
tion)
secondary data?
B. Marketing research (market research)
A. Internet
C. Marketing intelligence (marketing in-
telligence) B. Company records
D. CRM C. Focus panel
642. A group of people, objects, or items D. Government statistics
taken from a larger population for mea-
surement/research. The chosen should be
647. Provides insight into what people think
an accurate reflection of the entire popula-
about a topic. Comes from research ques-
tion.
tions that require judgement, instead of
A. Sample “yes or no” answers.
B. Target market
A. Qualitative data
C. Response
B. Market research
D. Recording
C. Quantitative data
643. Because not all sales calls result in sales,
it’s important for salespeople to track cus- D. Database
tomer contacts in
A. sales reports. 648. Research that answers questions of
“how many” or “how much”
B. expense reports.
C. sales invoices A. Quantitative
D. call reports. B. Qualitative

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1.1 MARKETING RESEARCH 68

649. is used when one is seeking insights 654. Which type of data is gathered for the
into the general nature of a problem, the first time by the person using it?
possible decision alternatives, and rele- A. Primary Data
vant variables that need to be considered.
B. Secondary Data
A. EXPLORATORY RESEARCH
C. Forced Response
B. DESCRIPTIVE RESEARCH
D. Multiple Choice
C. CAUSAL RESEARCH

NARAYAN CHANGDER
655. a textbook chapter on the Middle Ages
D. none of above
A. primary
650. Implies the creation of a continuum
B. secondary
wherein the measured objects are located
A. Scaling 656. The question, “Do you exercise often?
seldom? sometimes?” is
B. Measuring
A. leading.
C. Isomorph
B. concrete.
D. none of above
C. ambiguous.
651. To obtain reliable, valid marketing- D. contains an implied alternative.
research data when conducting personal Explanation:These frequency words may
interviews, researchers must make sure have different meanings to different indi-
that the interviewers are viduals.
A. Open, friendly, and nonjudgmental
657. items that are considered by consumers
B. Approachable, opinionated, and orga- as necessary to everyday life
nized
A. staple goods
C. Consistent, biased, and aggressive
B. impulse goods
D. Courteous, passive, and distant
C. convenience goods
652. describes people by their personality D. unsought goods
traits, hobbies, interests, etc.
658. The process of planning, collecting, and
A. demographic analyzing data relevant to a marketing de-
B. psychographic cision.
C. geographic A. Marketing Research
D. physiographic B. Secondary Data
C. Marketing Research Problem
653. In sampling, a(n) is the object or per-
son about which or from which the infor- D. Primary Data
mation is desired.
659. Which is an example of internal theft
A. element
A. A salesman giving his girlfriend an
B. incident unauthorized discount
C. hypothesis B. Mail fraud
D. census C. A burglary

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1.1 MARKETING RESEARCH 69

D. A customer stuffing a piece of jewelry 664. Identify what factors of make or buy
in her purse decision to answer the following ques-
tion:Does the supply involve deeply con-

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660. Which of the following is a type of finan- troversial issues within the organiza-
cial statement that is useful in marketing tions?
decision making: A. Economic factors
A. Cash flow statement B. Expertise
B. Sales volume analysis C. Special Equipment
C. Service call record D. Political Consideration
D. Customer complaint file E. Legal and promotional consideration

661. A market controlled by several sellers 665. In a marketing research, a is a group

and selling homogeneous goods is? of potential customers who are brought to-
gether to discuss and evaluate a new prod-
A. Monopoly Market uct concept
B. Oligopoly Market A. Survey
C. Monopolistic Market B. Interview
D. Perfect Competition Market C. Focus Group
D. Poll
662. The goal of the research is to describe
the characteristics of something such as 666. Situations where performing MR is con-
understanding the attitudes of consumers venient for the organisation
who purchase a particular brand of soft A. Lack of resources
drink or identifying demand such as how
many first class passengers would pur- B. The research results are not be useful
chase ultra-high speed Wi-Fi service for to management
$25. C. The opportunity is now
A. internal D. Decision-making information already
exists
B. exploration
E. The research cost outweighs the bene-
C. descriptive fits of the research
D. causal
667. Which one of these statements is an ex-
ample of qualitative research?
663. Testing items for an acceptable level of
variation in the target population is one A. 20% of survey respondents bought ice
of the most common goals of pretesting is cream today
called B. 50% of people in New York strongly en-
A. variation joy pizza

B. meaning C. “I like a lot of toppings on my pizza-

cheese, sauce, pepperoni, olives”
C. task difficulty
D. On average, respondents rate their
D. response interest /attention grocery store a 3.5 out of 5

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1.1 MARKETING RESEARCH 70

668. How can you gather data yourself (oth- B. Lack of time
erwise known as primary data)? C. Lack of control
A. surveys D. Increased costs
B. ordering pizza E. Poor Delivery
C. eating at panera
674. In marketing research, the phase is
D. none of above generally the most expensive and most
subject to error.

NARAYAN CHANGDER
669. Research that is designed to capture
cause-and-effect relationships by eliminat- A. Interpreting and reporting the findings
ing competing explanations of observed B. Exploratory research
findings is called
C. Data collection
A. experimental research
D. Data validation
B. behavioural data
675. is where the questionnaire is posted
670. are market research projects con- on a secure website where clients can in-
ducted in a standard, pre-specified manner stantaneously view results as soon as any
and supplied to several different clients. respondent has completed the interview
A. Customized research firms A. personal interview
B. Field Services Firms B. self-administered interview
C. Syndicated services firms C. All survey
D. Standardized services firms D. telephone interviewing
E. Branded Product services firms E. Web survey
671. Which of the following is the last step in 676. The success of any marketing research
the product development process? study depends most directly on
A. Test-marketing the product. A. having enough money
B. Evaluating customer acceptance. B. hiring the right researchers
C. Developing a business plan. C. finding the best customers
D. Generating a product. D. defining the problem correctly
672. A subset of the population 677. Which is a correct in text citation for and
A. Questionnaire article titled The world is melting. written
by Jane Brown in the Journal of Science
B. Sample Volume 129 Issue 8, pages 3420+
C. Secondary data A. Jane Brown. The World is Melting.
D. Survey Journal of Science 129(8)

673. A mail survey has the advantage of a B. Brown, J. (2019). The world is melting.
wide coverage. There are however draw- Journal of science pg 3420+
backs. Which of the following poses a ma- C. Brown, J. (2019). The world is melting.
jor problem? Journal of Science 129(8). 3420+
A. Lack of space D. Brown the world is melting.

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1.1 MARKETING RESEARCH 71

678. One of the 4 P’s of marketing; refers to B. Accounting Reports

the actual product or service a company of- C. Bureau of Labor Statistics Reports
fers

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D. Customer Service Reports
A. product
B. price 684. Tell whether the statement is true or
falseThe articulateness of the respondent
C. place in an interview situation or the willingness
D. promotion to compose a written answer to a mail
survey is a closed response question dis-
679. Marketing Research helps determine advantage
what price to sell products
A. true
A. True
B. false
B. False
685. A type of marketing research that evalu-
680. Which of the following situations indi- ates current popular styles, by looking at
cates that a marketer should conduct mar- fashion magazines, celebrities, and street
keting research to resolve a problem: fashions.
A. Declining inflation rate A. Fashion Forecasting
B. Increased unemployment B. Consumer Shopping
C. Testing a new product C. Consumer research
D. Losing market share D. Comparison Shopping
681. Quantitative 686. This is a set of procedures and meth-
A. Done via survey ods that regularly generates, stores, ana-
lyzes, and distributes information for mak-
B. Reflects attitudes, beliefs, behaviors,
ing marketing decisions
and brand awareness
C. Determines overall consensus/feeling A. Consumer Management System
about an upcoming election B. Marketing Information System
D. A statement, not a question C. Tickler File System

682. Ad hoc market research D. Relationship Management System

A. According to the method of obtaining 687. A is a geographic area in which a

information new product or service is tested in order
B. According to the type of information to gather information about customer re-
action to the tested product or service.
C. According to the purpose of the infor-
mation A. Poll

D. According to the nature of the informa- B. Focus Group

tion C. Survey

683. Which of the following is not a source of D. Test Market

internal data? 688. Which of these is not a source of Primary
A. Operations Reports Data collection?

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1.1 MARKETING RESEARCH 72

A. Questionnaire B. Learning how much the competitor

B. Newspaper makes on a competing product or product
line
C. Survey
C. Nothing
D. Interview
D. The results of the competitor’s market-
689. Marketing research relates to all of the ing research projects
coming activities, EXCEPT
693. To keep up to date, marketers must keep

NARAYAN CHANGDER
A. evaluate marketing actions track of ?
B. identify market opportunities A. Current trends & styles
C. creating the marketing campaign B. Exploratory Research
D. understand the market segment needs C. Marketing Concept
and wants D. Data Analysis Plan
690. Your company has asked you to make rec- 694. What factor significantly impacts the
ommendations for new hardware and soft- way in which a business carries out its re-
ware to replace the existing marketing- search?
information system. What should you rec-
A. What the business is looking to ob-
ommend?
serve
A. The largest system available for fur-
B. The size of the business
ther expansion
C. The quantitative data needed
B. Software that is secure and accessible
only to you D. The qualitative data needed
C. Software that decision makers can use 695. When you start an Interior-Decoration
with minimum training business and purchase a paint brush, it is
D. Software that everyone in the company a transaction.
can use to collect and process data

691. What is the first step in the Marketing

research process?
A. Prepare machinery and equipment to
process data
B. Identify problems and goals that need
research.
C. Research planning (or research
project design) A. B2B
D. Collect data B. B2C

692. What might one learn from reading a com- 696. The systematic gathering, recording, and
petitor’s annual report? analyzing of data about a specific issue,
A. What the company is planning in terms situation, or concern
of new product offerings A. Quantitative data

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1.1 MARKETING RESEARCH 73

B. Qualitative data B. Defines the Target Market

C. Marketing research C. Which markets should be priority in

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D. Primary data selling
D. How to price the product
697. What is a problem with using secondary
data? 702. In an the number used to rank the ob-
A. It is easy to find jects also represents equal increments of
the attribute being measured.
B. It is normally quicker to find
C. You did not create it (it might be unre- A. nominal scale
liable) B. ratio scale
D. You have to find the information your- C. ordinal scale
self
D. interval scale
698. contains data from all sources, stored
in a sufficiently disaggregated way so that 703. In this survey mode questionnaires tradi-
it can be analyzed by product item, sales tionally are mailed to potential study par-
district, trade account, or time period. ticipants who complete and return them by
mail.
A. database
A. personal interview
B. reports and display
B. self-administered interview
C. analysis capabilities
C. All survey
D. models
D. telephone interviewing
699. How does accurate market research help
a business? E. Mail survey

A. By avoiding risk 704. what are the two types of market re-
B. By reducing risk search?
C. By eliminating risk A. Primary market research
D. none of above B. secondary market research
C. existing market research
700. From the below mentioned research
which one includes issues like packaging, D. non of the above
pricing, branding, product quality, product
features, design & develop new products, 705. What is the purpose of research design?
analyze the competitors product etc A. The purpose of research design is to
A. Research on Sales methods manipulate data.
B. Research on Products B. The purpose of research design is to
analyze existing data.
C. Research on Advertising
D. Research on Pricing C. The purpose of research design is to
provide a framework for conducting a
701. Impact of marketing research on com- study and collecting data.
pany’s:(Select all that apply) D. The purpose of research design is to
A. Helps with product design determine the sample size.

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1.1 MARKETING RESEARCH 74

706. The skewing of results caused by the or- B. It provides more accurate results
der in which questions are placed in a sur- C. It is less expensive to obtain
vey. It happens if answer choices for ques-
tions are not rotated among all surveys D. It allows for in-depth analysis
given.
711. used to gather information about an ex-
A. Reliability isting or potential market or industry. Can
B. Validity also include sales forecasting (estimate of
future sales of a product)

NARAYAN CHANGDER
C. Order bias
A. media research
D. Data mining
B. attitude or opinion research
707. Which is an example of specialty media? C. product research
A. T-shirts with a store logo on them
D. market intelligence or sales research
B. A satellite television ad
712. Gathering data and information through
C. A “midnight madness” sale
interviews you conduct.
D. none of above
A. Primary
708. To find out the effect of price on sales of B. Secondary
a particular brand, the mostappropriate re-
search design would be: 713. Observation technique is most useful
when studying:
A. exploratory research
A. attitudes.
B. causal research
B. opinions.
C. Historical research
C. motivations.
D. none of the above
D. behaviours.
709. research you conduct yourself (or hire
someone to do for you.) It involves go- 714. Things that need to be formulated in de-
ing directly to a source-usually customers veloping a research plan, except?
and prospective customers in your target A. Data source
market-to ask questions and gather infor-
B. Research approach
mation. The research can include focus
groups, surveys, interviews, and observa- C. Research topic
tions. D. Sampling Techniques
A. Quantitative Research
715. As a marketing manager at a startup,
B. Primary Research what do you think is the most difficult step
C. Secondary Research in the marketing research process?
D. Qualitative Research A. Defining the problem you want to solve

710. What is the advantage of using sec- B. Analyzing the results of your research
ondary data in market research?Click all C. Applying the results to your marketing
that apply strategy
A. It is already collected for some pur- D. Obtaining data relevant to your prob-
pose lem

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1.1 MARKETING RESEARCH 75

716. Cedric just spent $150 taking a potential 721. The first step in the marketing research
customer out to dinner. He will submit this process is to
information in a(n)

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A. develop a research plan
A. sales invoice. B. define the problem and research objec-
B. product review. tives
C. call report. C. analyze the internal environment
D. expense report. D. read marketing research journals
717. This step in the marketing research pro- E. contact a professional consultant
cess occurs after the collection of data has
722. consists of inviting 6 to 10 people
been completed, but before the prepara-
to meet with a trained moderator to talk
tion of presentation of the research report.
about a product, service, or organization.
A. analyze the data
A. Telephone interviewing
B. follow up
B. Individual interviewing
C. specify the sampling procedures
C. An online survey
D. collect the data
D. Focus group interviewing
718. designed to reveal a target audi-
ence’s range of behavior and the percep- 723. The following is an example of an inter-
tions that drive it with reference to spe- val scale.
cific topics or issues. The results of are A. classification of respondents by living
descriptive rather than predictive. on campus or off campus
A. Quantitative Research B. ranking of favorite coffee shops in
B. Primary Research downtown Iowa City.
C. Secondary Research C. Fahrenheit temperature scale.
D. Qualitative Research D. number of meals sold on weekends
Explanation:These four choices are Nom-
719. Technology is considered an controllable inal, Ordinal, Interval and Ratio re-
environmental factor. spectively.Farenheit is an interval scale,
A. True where you can compar the the sizes of dif-
B. False ferences. For instance, the difference be-
tween 20 and 10 is 10, and the the differ-
720. What is the purpose of clearly stating the ence between 40 and 20 is 20. The differ-
limitations in reporting the results of Mar- ence between 40 and 20 is twice as the
keting research? amount of the difference between 20 and
A. It is not necessary to include it in the 10. However, you can’t say 40 Farenheit
report is twice as hot/cold as 20 Farenheit. Be-
B. Helps businesses calculate the level of cause it doesn’t have an absolute zero in
errors and omissions in the research pro- this scale.In comparison, the ratio scale
cess when making decisions. allows you to take a ratio and make an
interpretation of that ratio. For instance,
C. Because businesses require reporting if A spends 40 bucks on dinner, B spends
D. Because it is a mandatory requirement 20 bucks on dinner, you can say A spends
of an MKT research report twice as much as B on dinner.

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1.1 MARKETING RESEARCH 76

724. Which of the following is a characteristic C. Something must be expected to hap-

of descriptive research design? pen, feedback on what happened must be
A. Flexible received, expectations and feedback must
be compared
B. mark by the prior formulation of spe-
D. Prepare information, analyze the situ-
cific hypothesis
ation, understand problem
C. versatile
729. An advantage of secondary data is that
D. often the front end of the total re-

NARAYAN CHANGDER
the information is already available.
search
A. True
725. What are the limitations of marketing re- B. False
search?
A. Favorable customer reviews guaran- 730. Conducting marketing research guaran-
tee a product’s success tees of success
A. True
B. The global marketplace has no impact
on marketing research B. False
C. The amount of information that can be 731. Tell whether the statement is True or
gathered is limited by money and time FalseAs a lengthy interview proceeds the
D. Fast-changing markets allow ample accuracy of the responses is bound to de-
time for research cline
A. True
726. Factorial experiments
B. False
A. include two or more dependent vari-
ables. 732. Which of the following describes a spe-
cific group of consumers to whom a com-
B. include two or more independent vari-
pany aims the selling of its products or ser-
ables.
vices?
727. In a process called data mining, computer A. Customer Base
algorithms search for in the data.
B. Aim Customer
A. Details C. Dream Customer
B. Patterns D. Target Customer
C. Information
733. What type of data is non-numerical?
D. Method
A. Quantitative
728. Which are the three steps that re- B. Qualitative
searchers need to undergo to recognize a
C. Primary
problem?
D. Secondary
A. Find a source of gap, actions that did
not occur, understaning gap 734. What is ‘Verstehen’ in relation to mar-
B. What was expected to happen, which keting research?
were the result expectations that were A. any approach that focuses on qualita-
not met, lack of feedback tive issues like social meanings

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1.1 MARKETING RESEARCH 77

B. any orientation that favours quantita-

tive practices

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C. neither of these
D. none of above

735. person hired by a company to visit a place

of business and observe the quality of ser- A. Market Segmentation
vice B. Market Analysis
A. Data Mining C. Demographics
B. Focus Group D. Consumer identification
C. Secret Shopper
740. It is a data collection method involving
D. Interview questionnaires or interviews to gather in-
formation from respondents.
E. Survey
A. Questionnaire
736. something that enjoys high popularity for
B. Survey
a short amount of time and then disap-
pears C. Sampling

A. Trend D. Research

B. Fad 741. Form of research designed to obtain in-

formation on how consumers feel about
737. Which phase of the Product life cycle is certain products, services, companies, or
a downward turn in sales leading to the ideas. Customers are usually asked to
demise of a product. rank “how satisfied” they are with a prod-
A. Introduction uct.
A. Attitude research
B. Growth
B. Media research
C. Maturity
C. Product research
D. Decline
D. Customer research
738. embraces a large proportion of mar-
keting research and focus mainly on the 742. In situ, personal surveys
present event or scenario A. Street
A. EXPLORATORY RESEARCH B. Electronic
B. DESCRIPTIVE RESEARCH C. Continuous
C. CAUSAL RESEARCH D. Non-Continuous
D. none of above 743. Marketing research plays a role in a num-
ber of marketing areas such as
739. The process of dividing a market of po-
tential customers into groups based on dif- A. product development
ferent characteristics is called B. market and competitive analysis

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1.1 MARKETING RESEARCH 78

C. marketing communications and chan- D. 4

nel E. 5
D. segmentation and targeting
748. In conducting marketing research it is nec-
744. Challenges associated with data rele- essary to do
vance and usability in a globally connected, A. Research method
digital society (Select all that apply) B. Questionnaire development
A. Data volume is tremendous, and it is C. Data development

NARAYAN CHANGDER
difficult to judge data quality
D. Sampling report
B. The diversity of data sources brings
abundant data types and complex data 749. Any assessment should be done fairly
structures and increases the difficulty of without prejudice. refers to ethics
data integration. A. be careful
C. Data change very fast and the “timeli- B. respect colleagues
ness” of data is very short, which necessi- C. discrimination
tates higher requirements for processing
D. honesty
technology.
D. No unified and approved data quality 750. Leah is studying a pie chart. How should
standards have been formed in China and she start interpreting the data?
abroad, and research on the data quality A. By finding any segments that are espe-
of big data has just begun. cially large or small
B. By comparing the lengths of the bars
745. The type of question that encourages an
answer phrased in the respondent’s own C. By looking for patterns as she reads
words. from left to right
A. Open ended question D. By comparing it with a bar or line graph

B. Close ended question 751. Wholesalers & Retailers use Marketing

Research to
C. Executive interview
A. Protect their rights
D. focus group
B. Fight against competitors
746. Which includes marketing measurement C. Economic development
pathway is
D. Select product for trading & bring
A. customer metric down cost of distribution
B. seller metrics 752. Marketing research can be used by com-
C. buyer metrics panies to do which of the following?
D. production metrics A. Determine customer attitudes and
preferences
747. What step is the following in the Market-
B. Determine market size and growth po-
ing Research Process:Obtaining Data
tential
A. 1
C. Understand how the company is per-
B. 2 ceived by public
C. 3 D. All of the above

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1.1 MARKETING RESEARCH 79

753. Research organizations conduct periodic 758. includes all the findings and the re-
surveys about by asking questions such sult of the study as well as the conclusion
as Do you intend to buy a car in the next and recommended solution for the problem

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six months?, and placing the answers on stated by the marketing research
a purchase probability scale. A. Summary of Findings Conclusion and
A. Buyer Intent survey Recommendation
B. expert opinion B. Research purpose and objective

C. Previous Sales analysis C. Research Methodology

D. market test method D. Statistical Treatment of Data

E. Time and costs estimates
754. It is a written document or blueprint for
implementing and controlling an organiza- 759. Questionnaires must be valid and reli-
tion’s marketing activities. able.

A. Business plan A. True

B. Marketing Research B. False

C. Marketing Plan 760. Data obtained from marketing research is

used to
D. Marketing Planning
A. Identify marketing opportunities
755. Information that is available for re- B. Solve marketing problems
searchers
C. Implement marketing plans
A. Primary data
D. Monitor marketing performance
B. Secondary data E. All of the above
756. Building S.M.A.R.T goals, what does the 761. Sales forecasting attempts
letter “A” represent?
A. to estimate the future sales of an ex-
A. Approach isting product
B. Achievable B. to predict the future economic condi-
tions of a city, a region, a country, or other
C. Available
part of the world.
D. Analyzing
762. Lily is working in the marketing depart-
757. Of the concepts below, which concept is ment of a hotel and wants to implement
not a philosophy of Marketing manage- a chatbot software that acts as a virtual
ment discussed in the book? “concierge, “ communicating with users
and assisting them in completing their
A. Manufacture goals. What technology is she using?
B. Product A. Artificial Intelligence
C. Service B. Networking
D. Marketing C. Social Media
E. Sell D. Blogging

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1.1 MARKETING RESEARCH 80

763. What is the purpose of market research? 768. The patterns of change in society as a
whole. They often lead to changes in con-
A. To promote goods or services
sumer behavior.
B. To understand the needs of the cus-
A. Marketing trend
tomer
B. Secondary Data
764. used to determine the effectiveness of C. Observation
the various media to advertise a good or
service. Often related to studying commer- D. Social trend

NARAYAN CHANGDER
cials and other advertising methods
769. Before marketing research begins
A. media research should be clearly defined.
B. attitude or opinion research A. The Company
C. product research B. The Target Market
D. market intelligence or sales research C. The business
D. The environment
765. Tell whether the statement is True or
FalseASKING QUESTIONS ARE NOT JUST 770. This interview method is typically the
ABOUT CLARIFYING SPECIFIC DETAILS; IN- fastest way to collect data.
STEAD, THESE QUESTIONS DIG MUCH A. The telephone interview
DEEPER THAN THE SURFACE. AN EFFEC-
TIVE PROBING QUESTION HELPS TO GET B. Executive interview
A PERSON TO TALK ABOUT THEIR PER- C. mail survey
SONAL OPINIONS AND FEELINGS AND
D. none of above
PROMOTES CRITICAL THINKING.
A. True 771. Which type of primary data is repre-
sented by characteristics such as age, ed-
B. False ucation, occupation, marital status or gen-
der?
766. Which of the following is not covered in
a loan agreement? A. Personality/Lifestyle

A. The amount of principal B. Awareness/Knowledge

B. The interest rate C. Demographic/Socioeconomic

D. Attitudes
C. The payment schedule
D. The national economic forecast 772. A focus group is mainly used to ob-
tain qualitative research insights. True or
767. Juliana wants to measure her business’s false?
actual sales against its goals for the quar- A. True
ter. She needs to conduct a analysis.
B. False
A. sales volume
773. A disadvantage of mail questionnaires is
B. market share
that
C. SWOT
A. The order of questions cannot be
D. customer changed

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1.1 MARKETING RESEARCH 81

B. The order of questions will not affact 779. Secondary data is data:
the outcome A. Of second importance

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C. The order of questions can be changed B. Previously available
D. The can be completed very quickly
C. Collected after primary data
774. Secondary data is more expensive to ob- D. (b) and (c)
tain than primary data.
E. None of these sentences are correct.
A. True
B. False 780. The purpose of interviewing experts is to
help define the marketing research prob-
775. Asking customers if they like the new loy- lem rather than to develop a conclusive so-
alty program. lution.
A. Primary A. True
B. Secondary B. False
776. It is a scientific way of gathering partici- 781. Priya is conducting a survey to under-
pants for your research stand the market segmentation for her
A. sampling plan new product. She wants to know the fam-
ily size of her target audience. Which type
B. mixed methods
of segmentation is she focusing on?
C. qualitative data
D. none of above
777. The term big data refers to the gener-
ated by today’s sophisticated information
generation, collection, storage, and analy-
sis technologies.
A. large reports
B. huge and complex data sets
C. information requests
D. social media contacts A. Geographic
B. Demographic
778. Which is the order of the research pro-
cess? C. Psychographic
A. collect data; analyze the problem; de- D. Behavioral
sign the research; evaluation of the plan;
782. A target market is:
define the sample
A. a form of business ownership
B. define the problem; design the re-
search; collect data; analyze data; make B. statistics that describe a population in
recommendations for a plan of action; terms of personal characteristics
evaluation of plan C. all consumers
C. analyze data; act on the plan; design D. potential customers with shared
the research; evaluation of the plan needs who have the desire and ability to
D. act; analyze; evaluation; define; plan buy a product

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1.1 MARKETING RESEARCH 82

783. allows organizations or businesses to 787. The function of marketing that is con-
discover their target market, collect and cerned with collecting data to help make
document opinions and make informed de- business decisions is
cisions. A. Financing
A. Population B. Pricing
B. Market Research C. Marketing research
C. Sample D. Promotion

NARAYAN CHANGDER
D. none of above
788. Most marketing data is captured through
784. Below is the function of conducting mar- the use of and
keting research EXCEPT A. breadcrumbs trackers
A. Identify market opportunities and B. breadcrumbs pixels
problems C. cookies; trackers
B. The basis for the development and D. cookies; pixels
evaluation of marketing activities
C. Monitor marketing performance 789. Which level of management is most likely
to recognize a problem within a company
D. Refining opportunities and problems in to be defined during the research process?
the market
A. Low-Level
785. An advantage of using secondary data in B. Middle
a marketing-research project is that they
C. Upper
are
D. All of the Above
A. more relevant than primary data.
B. more up to date than primary data. 790. Which is not an example of Market Re-
search?
C. less likely to be available to competi-
tors. A. Asking people who would want to buy
a product
D. less expensive to collect than primary
data. B. Identifying the target market
C. Finding what kind of package to put the
786. When determining the need for market- product in
ing research, which of the following is
D. Who the product would sell to
taken into consideration when establish-
ing if the information gained by the mar- 791. Stage of the research process that con-
keting research will improve the quality of tains surveys, focus groups, question-
the marketing decision enough to warrant naires, online data analysis, social media,
the expenditure? that is, the method for data collection.
A. time constraints. A. Data collection.
B. data availability. B. Design.
C. the nature of the decision. C. Problem.
D. benefits versus costs. D. Report.

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1.1 MARKETING RESEARCH 83

792. refers to a person’s expectations of A. Target market.

future behavior toward an object. B. Demographic group.

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A. Cognitive or Knowledge component C. Sample.
B. Affective or liking component D. Segment.
C. Intention or action component
798. Which of the following research strate-
D. none of above gies relies heavily on data, numbers and
793. Which of the following is most likely to statistics?
be a secondary data source: A. Attitude research
A. A focus group B. Media research
B. A call report C. Product research
C. An Internet survey D. Qualitive research
D. A research study 799. is a continuing and interacting struc-
794. These types of questions ask respon- ture of people, equipment, and procedures
dents to choose answers from a listed of designed to gather, sort, analyze, evalu-
possibilities on a questionnaire ate, and distribute pertinent, timely, and
accurate information to decision makers.
A. Multiple choice
A. Information system
B. Open-ended
B. Decision support system
C. Short answer
C. Marketing decision support system
D. Forced-choice
D. none of above
795. What type of data involved numbers and
figures? 800. Which of the following questions is an ex-
ample of a closed question?
A. Quantitative
A. Why do you think some people are
B. Qualitative more comfortable taking risks than oth-
C. Both ers?
D. none of above B. How can I improve my presentation
skills?
796. When presenting data from a survey
with a goal of visually showing the rela- C. Why do you think one vote makes a dif-
tive importance of each option, the best ference?
method to present would be a D. Would you like to try our new ice cream
A. table. flavors?

B. line graph. 801. What would be a limited number of units

C. bar chart. that are chosen to represent the whole?

D. pie chart. A. Sample

B. Census
797. What is the term given to a representa-
tive group of the population being used for C. Sampling
market research? D. Population

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1.1 MARKETING RESEARCH 84

802. A research approach that focuses on the 807. Qualitative research answer questions
most scientifically valid research designed that begin with
to capture cause and effect relationships. A. how much or how many
A. Exploratory research B. when or where
B. Observational research C. why or who
C. Experimental research D. how or why
D. Behavioral research 808. What is the first step in Marketing Re-

NARAYAN CHANGDER
search?
803. There are 6 steps in the Market Research
A. Find your problem
process?
B. Surveying people
A. True
C. Applying the results
B. False
D. Write your name on the paper
804. Research reduces the burden of work. 809. Marketing research is important because
A. True it helps

B. False A. determine consumers’ attitudes and

preferences
805. When a new marketing research project B. test product features
is planned, the steps to carry out this re- C. determine market size and growth po-
search consist of: tential
A. Problem statement, objectives, and D. All of the above
scope.
810. Desk research can be conducted by
B. Research purpose, research objec-
tives, and estimating the value of informa- A. personal interviews.
tion B. telephone interviews.
C. Organizational purpose, research C. postal surveys.
users, and marketing objectives. D. using company annual accounts.
D. Research question, hypothesis, and 811. Received orders, fill orders, record costs,
scope. receive warranty cards, sales report, and
engineering reports are sources called in-
806. In market research, a sample is defined ternal secondary data.
as
A. True
A. a free gift to consumers.
B. False
B. a trial of the product so that con-
sumers can test it at home and then give 812. What is a disadvantage to primary re-
their opinions. search?
A. Time consuming
C. all of the potential consumers of a
product. B. Available when needed
D. a group selected from all of the poten- C. Information is relevant
tial consumers of the product. D. Information is correct

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1.1 MARKETING RESEARCH 85

813. What are the 2 types of questions? A. analysing market segments and select-
A. Open-Ended and Forced Choice ing target markets.

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B. Rhetorical Question and Open-Ended B. identifying and evaluating opportuni-
ties.
814. A closed ended question designed to mea- C. analysing marketing performance.
sure the intensity of a respondents an-
swer. D. designing the data collection method.

A. Closed ended question 819. Researchers need to be honest in record-

B. scaled response question ing, reporting and analyzing data. refer-
ring to ethics?
C. open ended question
A. openness
D. focus group
B. Be careful
815. Answer:This is the next step to be under- C. honesty
taken once a researcher has (1) defined
the problem, (2) planned the research de- D. integrity
sign, and (3) specified the sampling proce- 820. Fundamental research is to solve current
dure. problem faced by the manager in the work
A. collect the data setting, demanding a timely solution.
B. analyze the data A. True
C. follow up B. False
D. prepare report 821. is done to test different decision alter-
816. Qualitative research aims to natives such as new product concept test-
ing, advertising copy testing, pretest mar-
A. gather statistical data keting, and test marketing.
B. understand why customers behave in A. Programmatic Research
a certain way or how they may respond to
a new product B. Selective Research
C. Evaluative Research
817. The difference between quantitative and
qualitative market research is that D. none of above

A. the latter method relies on a much 822. Marketing research objectives are in-
larger number of respondents to get a sta- tended to explain the research
tistically valid set of answers. A. Policy
B. the former method uses a large sam- B. Process
ple size.
C. Problem
C. one relies on primary research whilst
the other relies on secondary research. D. Priority

D. the former method can be statistically 823. Marketing research that answers ques-
analyzed. tions that begin with “how many” or
“how much”
818. Developing and implementing a market-
ing strategy involves the following stages, A. Quantitative
except: B. Qualitative

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1.1 MARKETING RESEARCH 86

824. This is information that is collected for D. Relevant Estimate

the first time to solve the problem being
studied or for use in achieving the goal of 830. What kind of source is a Company
the project. Record?
A. Primary Data A. primary
B. Secondary Data B. secondary

825. Refers to the development of a concep- 831. Executing external marketing research is

NARAYAN CHANGDER
tual outline or objective evidence stem- a company hired to conduct marketing re-
ming from published empirical results search such as AC Nielsen, including this
type of source
A. theoretical framework
A. Internal
B. analytical model
B. Internship
C. research questions
C. External
D. hypothesis
D. Extracurricular
826. Our marketing mechanism is deemed suc-
cessful only if- 832. What is not part of the second step in
Marketing Research?
A. We get money from himc
A. Making a survey
B. . Customer is fully satisfied by our
products and services B. Having people fill surveys
C. We can sell more than our competitors C. Analyzing the data
D. We can make more profit than our com- D. Filling in a survey
petitors
833. A small group of people used to test prod-
827. Secondary data are an economical and ucts/services and give the company feed-
quick source of background information back
A. True A. Attitude research
B. False B. Market intelligence research
C. Focus group
828. The process of compiling, analyzing, and
interpreting the results of primary and sec- D. Product research
ondary data collections
834. Which of the following questions is mar-
A. Defining the problem ket research not likely to find an answer
B. Obtaining data to?
C. Data analysis A. Would consumers be likely to buy my
D. Recommending solutions product?
B. Which method of production should I
829. The research in figuring out whether use?
costs outweigh the return is what?
C. What price would consumers be likely
A. Cost Estimates to pay?
B. Competitive Assessment D. Which businesses will be the main
C. Sales Estimate competitors?

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1.1 MARKETING RESEARCH 87

835. An automated voice asks questions over 840. How could we describe marketing re-
the telephone, and respondents use keys search that is actually measures what it
on their touch-tone-telephones to enter is intended to measure?

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their replies. A. Reliable
A. Computer-assisted personal interview- B. Objective
ing
C. Valid
B. Computer-assisted self-interviewing
D. Cost Effective
C. Fully automated self-interviewing
D. Computer-assisted telephone inter- 841. resources used to maintain informa-
viewing tion, including equipment and procedures,
so that it can be used when needed. The
E. Fully automated telephone interview- information needs to be stores and orga-
ing nized for future use. The information must
be located correctly.
836. Understanding and managing the needs
of current and potential customers is the A. Input
goal of implementing CRM B. Storage
A. Correct C. Analysis
B. Salah D. Output
837. What do equal opportunity employment E. Decision Making
laws do?
842. One of the phases in “Bridging Knowl-
A. Guarantee vacation days for every- edge Management Life Cycle Theory
body and Practice” which involves integrating,
B. Guarantee the same number of hours connecting, combining, and internalizing
for each employee knowledge, namely
C. Protect employees from discrimina- A. Learning (Learn)
tion because of gender, race, religion, na- B. Using
tional origin, age or disability
C. Share
D. none of above
D. Saving (Store)
838. Causal studies try to find out the relation-
843. From start to finish a research requires a
ship between a specific cause and a specific
high effort and time commitment. Because
effect.
of that, the research conducted must be in-
A. True teresting to maintain motivation to com-
B. False plete the research. Does the above state-
ment refer to the criteria of a good prob-
839. Ethnographic research involves observing lem statement?
consumers A. relevant
A. In their natural environments B. can be executed
B. In unusual environments C. attract
C. In a laboratory setting D. Purpose, objectives and scope ob-
D. Of differing ethnic groups interact tained

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1.1 MARKETING RESEARCH 88

844. are firms that supply custom research 848. 3 data sources in marketing intelligence
will work with the client to develop and A. Research evaluation
implement the complete research project
B. Books
A. Customized research firms
C. Magazine
B. Field Services Firms
D. Jurnal
C. Syndicated services firms
849. What is secondary research?
D. Standardized services firms

NARAYAN CHANGDER
A. A research that is done by others and
E. Branded Product services firms the researcher got access to it
845. Data obtained from customer interactions B. A research that is done by the re-
with the company website searcher himself and owned by him

A. Directional data C. A research that is done after the sec-

ondary research
B. Active data
D. A research that is done after the pri-
C. Passive data mary research
D. none of above 850. This type of marketing research tries to
determine consumers opinions by using
846. Marketing researchers will interpret, for-
methods such as surveys or focus groups.
mulate and report the results of market-
ing research analysis to the organization’s A. Market
management. referring to? B. Product
A. Step 6:Prepare and Present Research C. Advertising/Media
Results
D. Attitude/Opinion
B. Step 5:Prepare and Analyze Data
851. Which type of market segmentation does
C. Step 3:Formulating the Form of the Abigail use when she focuses on cus-
Study tomers’ personality traits?
D. Step 1:Defining the Problem

847. When a new marketing research project

is planned, the process to carry out this
research consists of:
A. Problem statement, objectives, and
scope.
B. Research purpose and research objec-
tives, and estimating the value of informa-
tion.
A. Geographic
C. Organizational purpose, research
users, and marketing objectives. B. Demographic

D. Research question, hypothesis, and C. Psychographic

scope. D. Behavioral

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1.1 MARKETING RESEARCH 89

852. Which type of data is collected specifi- 857. Which of the following is a piece of data
cally for the research study at hand and that could be obtained from customer com-
is not previously available? plaints files:

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A. Primary data A. Total sales in relation to sales goals for
B. Secondary data the year
B. How a customer’s complaint was re-
C. Qualitative data
solved
D. Observational data
C. Which products have the highest quar-
853. Which on of the below is not a form of terly sales
PRIMARY research? D. A customer’s tone of voice when lodg-
A. Interview ing a complaint
B. Questionnaire 858. Cove hired a firm to collect research data
C. Focus group about current and potential customers.
This is an example of which type of re-
D. Newspaper article search?
854. The average company marketing re- A. Primary
search budget is? B. Secondary
A. 1%-2% C. Sales
B. 3%-4% D. Consumer
C. 5%-6%
859. What are psychographics?
D. 7%-8% A. A person’s feelings and beliefs
855. Based on Table 2.1 in the text, the state- B. A person’s age and gender
ment whish stated that It asks what the C. A person’s occupation and salary level
decision maker needs to do is true about
the management decision problem? D. A person’s geographic location and in-
terests
A. True
860. Consist of research from public docu-
B. False
ments, books, journals, magazines, the In-
856. When you question other students about ternet, and even the company’s internal
the best professors to take classes database.
from.Or if you own a convenience store, A. primary data
you would be driving around to see what
B. secondary data
competing stores are charging for gaso-
line or checking to see what types of 861. What is the purpose of attitude research?
products are being sold and advertised by
A. To gather information on how people
them.These are the examples of
feel about things
A. Market research
B. To analyze market data
B. Market intelligence C. To evaluate product design
C. Marketing concept D. To help the people in the office feel bet-
D. none of above ter about themselves

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1.1 MARKETING RESEARCH 90

862. A marketing team is conducting a survey 867. Two complementary approaches to mea-
to understand the popularity of their new suring marketing productivity are:(1)
product. They ask customers to rank the to assess marketing effects and (2)
product on a scale of 1 to 10. What type to estimate cause-effect relationships and
of question is this? measure how marketing activities influ-
ence outcomes.
A. Yes/No
A. marketing metrics; marketing mix
B. Multiple choice modeling

NARAYAN CHANGDER
C. Rating scale questions B. marketing mix modeling; marketing
D. none of above metrics
C. marketing metrics; Marketing dash-
863. There are panels of supply and of demand board
A. True D. Marketing dashboard; marketing mix
B. False modeling
868. Which of the following is essential to all
864. Walmart wants to predict future sales of marketing research?
televisions. Which type of research would
A. Accuracy
be used?
B. Secondary data
A. Media
C. Frequency
B. Product
D. Primary Data
C. Sales
869. All of the following are advantages of a
D. Attitude survey EXCEPT:
865. What is the buying process? A. data collected is always honest and re-
liable
A. The purchase
B. quick
B. The process that covers all the stages C. easy to analyze
that a buyer goes through when making a
purchase D. can collect data on large samples

C. The new research done by or for the 870. A company’s ability to create a new prod-
organization itself uct or a slight variation of an already
successful one is important to increasing
D. The research is carried out by using sales.
information which has already been pub-
lished by another party A. product development
B. new product creation
866. Field work is the stage number when C. product copying
we use surveys in a research
D. none of above
A. 2
871. Your local library is good place to gather
B. 3 data
C. 4 A. Secondary
D. 5 B. Primary

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1.1 MARKETING RESEARCH 91

872. “How far is your house from the nearest C. Demographic characteristics
bus stop?”
D. Psychographic profiles

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A. Demographic characteristic
877. Both basic and applied research employ
B. Geographic characteristic
the scientific method to answer the re-
C. Psychographic search question at hand.
D. Behavioral A. True
873. Trends in the natural environment include B. False
all of the following EXCEPT
878. Its application ranges from helping to fur-
A. Increased pollution
ther define the research problem, to gen-
B. Lack of raw materials erating hypotheses or identifying the vari-
C. Government intervention increased ables to be included in the investigation
D. Reduce product development costs A. Trace Research

874. A is a small portion of the population B. Quantitative Research

used to gather data from. C. Qualitative Research
A. Systematic Sampling Method D. Longitudinal Research
B. Sample
879. is considered as a source for sec-
C. Population ondary research in market research.
D. Bias A. Observations
875. Through Marketing Research, it has been B. Managers focus groups
determined that product quality and cus-
C. Own company’s observations
tomer satisfaction are more important.
A. True D. Governmental financial reports

B. False 880. refers to the comments to the respon-

dent regarding how to use the question-
876. Isla, Oliver, and Liam are discussing the
naire
factors that affect the weather in their city.
They are trying to identify the main fac- A. request for cooperation
tor that influences the weather patterns. B. identification data and occupation
What is the primary factor they should con-
sider? C. instruction
D. information sought
E. classification data

881. What does media research focus on?

A. Market size and perception
B. Consumer attitude and preferences
A. Geographic location C. Product design and usage
B. Behavioral patterns of people D. Media selection and frequency

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1.1 MARKETING RESEARCH 92

882. When gathering causal information, the 888. What focuses on the issues of media se-
best research approach is lection and frequency?
A. Observation A. Media Research
B. Survey B. Attitude Research
C. Experimental C. Market Research
D. Online D. Product Research
889. Which of these is not a type of focus

NARAYAN CHANGDER
883. Which of the following is an example of
group?
customer data:
A. Mini Focus Group
A. Data about buying habits
B. Online Focus Group
B. Market share data
C. Adoptive Focus Group
C. Financial data about competitors
D. Two-way Focus Group
D. Data about traveling expenses
890. What are examples of social trends that
884. Primary data is collected from research can have an effect on sales?
while secondary data is collected by the A. Population growth
researcher.
B. Population growth and changing demo-
A. True graphics
B. False C. popcorn

885. Contemporary marketing research tends D. changing demographics

to focus on value co-creation. 891. Hypotheses are refined statements of
A. True the specific components of the problem
B. False A. True
B. False
886. One of the main disadvantages of using
surveys in market research is 892. What is the difference between qualita-
tive and quantitative
A. surveys are very expensive to conduct
A. They both mean more or less the same
B. surveys are taking too long time to col-
lect B. Qualitative is about numbers

C. surveys are limited in number of re- C. Quantitative means looking at opinions

spondents D. Quantitative is about numbers and fig-
ures
D. surveys are hard to reach to specific
audience as elders and kids 893. What type of research is designed to ob-
tain information about how people feel
887. Complexity is about a product?
A. easy to understand A. Product Research
B. hard to understand B. Media Research
C. neither of these C. Attitude Research
D. none of above D. Industrial Markets

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1.1 MARKETING RESEARCH 93

894. Which two of the following statements B. False

are disadvantages of primary research?
898. a method of analyzing data that lets the

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A. Many people don’t like completing sur-
analyst look at the responses to one ques-
veys
tion in relation to the responses to one or
B. You can find specific information more other question
C. Some people just say what they want A. cross tabulation
you to hear
B. field service firm
D. The business has control over the re-
search and results C. random error
D. frame error
895. Information obtained from marketing re-
search can be used for all the following,
899. Which are the main variables that affect
except:
the value of information?
A. evaluating marketing activities.
A. the influence of the research informa-
B. monitoring marketing performance. tion on the final product/service
C. identifying marketing opportunities. B. the uncertainty of the information, the
D. ensuring correct marketing execution. size of the scope, and the research objec-
tive
896. What are the trends in marketing re-
search? C. the subjective possibilities and exter-
nal factors
A. Marketing research is becoming less
important in the global marketplace D. importance of the decision in the re-
search purpose, the uncertainty that sur-
B. Global marketplace means increased
rounds it, the influence of the research in-
competition, product quality and customer
formation on the decision.
satisfaction are more important, use of in-
ternal and external information for man- 900. is an example of ‘inward-looking’ ori-
aging a business, research of other cul- entation in marketing.
tures is important to a product’s success
A. ‘Market’
C. Product quality and customer satisfac-
tion are less important in the global mar- B. ‘Product’
ketplace C. ‘Relationship’
D. Use of internal and external informa- D. none of above
tion for managing a business is not neces-
sary 901. It is the name given to a session with
seven to ten members present. Discus-
897. To identify the management problem, the
sions are led by a moderator, and may be
researcher must possess considerable skill
monitored through a one-way mirror.
in interacting with the DM which includes
the organizational status of the researcher A. focus group
or the research department may make it
B. research design
difficult to reach the key DM in the early
stages of the project. C. executive interview
A. True D. none of above

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1.1 MARKETING RESEARCH 94

902. Examples of companies engaged in mar- 907. is data collected for the first time to
keting research? solve the problem being studied or for the
goal to be met.
A. Unilever
A. Primary
B. Nielsen Rating
B. New data
C. M&C
C. Secondary
D. NIelsen Media
D. Survey

NARAYAN CHANGDER
903. When presenting data from a survey 908. What is a research design?
with a goal of adding visuals to attract the
A. The choice between using qualitative
reader, the best method to present would
or quantitative methods
be a
B. A framework for every stage of the col-
A. table. lection and analysis of data
B. bar chart.
909. A form of observational research, these
C. histogram. researchers pose as customers to gather
D. pictogram. observations about a store and/or assess
customer-employee interactions.
904. It is a firm that collects data through uti- A. Customer
lizing multiple sample companies.
B. Mystery Shopper
A. Full Service Agency C. Sampling Error
B. Boutique Firm D. Info Scan
C. Sample Aggregator 910. The purpose of exploratory research is
D. none of above to obtain conclusive evidence in order to
make strategic marketing decisions.
905. Facts collected specifically for the prob- A. True
lem or project at hand
B. False
A. Primary data
911. In this method, the researcher sets guide-
B. Qualitative data lines on how to select participants from
C. Marketing research the population and the selection process is
more deliberate and not random.
D. Quantitative data
A. probabilistic sampling
906. the step in the marketing research pro- B. non probabilistic sampling
cess in which the problem or research is-
sue is identified and goals are set to solve 912. Which of the following is not a typical
the problem method of gathering Market Intelligence.
A. obtain data A. Deconstruction of a competitor’s prod-
ucts
B. recommend solutions
B. Reviewing a competitor’s anual report
C. take action steps
C. Lowering prices to drive out competi-
D. identify the problem tors

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1.1 MARKETING RESEARCH 95

D. Business publications and trade 918. Which of the following is not an asset?
shows A. Your house

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913. A mathematical model is a set of vari- B. Personal savings
ables and their interrelationships designed C. A business’s potential income from fu-
to represent, in whole or in part, some real ture sales
system or process
D. Expensive office furniture
A. True
919. As part of a group project, Emir stood out-
B. False
side a cinema and counted the people going
914. Large databases collect massive amounts in. He recorded men, women and children
of from a variety of sources separately and noted how many were in
each group. Which research technique was
A. Data
he using?
B. Information A. Survey
C. Profit B. Focus group
D. Details C. Observation
915. Is marketing research used just by large D. Experimentation
businesses?
920. Market research is a well-organized col-
A. No, it is used mainly by individuals and lection and analysis of data about which of
small businesses. the following?
B. No, it is used by businesses and orga- A. Products/Services
nizations of all sizes.
B. Economic and Social Influences
C. Yes, individuals and small organiza-
C. Groups of people, competitors and
tions do not use marketing research.
other market factors
D. Yes, large businesses are the exclu-
D. Marketing, news and personal media
sive users of marketing research.
921. Cross-sectional and longitudinal research
916. This type of data from research answers
are two types of research designs. What
questions such as “how” and “why”.
is the key difference between the two?
A. Research data A. Cross-sectional research is more time-
B. Quantitative data consuming than longitudinal research.
C. Number data B. Cross-sectional research is more ex-
D. Qualitative data pensive than longitudinal research.
C. Cross-sectional research is used to
917. What is the new research done by or for study trends, while longitudinal research
the organization itself? is used to study relationships.
A. Tertiary Research D. Cross-sectional research collects data
B. Primary Research from a sample of participants at a single
point in time, while longitudinal research
C. Long term Research collects data from the same sample of par-
D. Secondary Research ticipants over multiple points in time.

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1.1 MARKETING RESEARCH 96

922. The is consists of two basic format D. causal research

the one that asks respondents to make one Explanation:Three methods are:exploratory,
or more choices from a list of possible re- descriptive, causal. Casual is not cor-
sponses and a rating scale where the re- rect!Exploratory is not correct because
spondent is given a continuum of labeled here they are testing a hypothesis. Ex-
categories that represents the range of re- ploratory is non-conclusive. Here descrip-
sponses. tive is best because the data is easily ac-
A. closed or structured questions cessible by a survey asking people’s be-

NARAYAN CHANGDER
havior and preference. There is no manip-
B. open or unstructured ulation of variables involved, which is es-
C. dichotomous sential for experimental/causal research.
D. none of above 927. Opinion research; designed to obtain in-
923. quantitative data formation on how people feel about cer-
tain products, services, companies, or
A. data that is collected in quantity, not ideas.
quality
A. Marketing
B. facts and figures from which conclu-
sions can be drawn B. Media

C. provide insight into what people think C. Attitude

about a topic D. Product
D. none of above
928. What does Qualitative research explore?
924. Tallying how many people use their cell A. Ideas
phones at work for personal reasons.
B. Perception
A. Quantitative
C. Behavior
B. Qualitative
D. All the above
925. Which of the following is the best place to
929. Open-ended questions that respondents
start looking for data about competitors:
answer in their own words are called
A. The company’s internal records
A. structured questions
B. The company’s call reports
B. unstructured questions
C. The local newspaper
C. double-barreled questions
D. The company’s website
D. filtered questions
926. Jerry and the team working on the Roger
Tire Company marketing research project 930. refers to a person’s overall feel-
are developing ways to test their hypothe- ings toward an object, situation, or per-
sis that drivers of larger trucks prefer dual son, on a scale of like-dislike or favorable-
belted radial tires. What type of research unfavorable.
are they conducting? A. Cognitive or Knowledge component
A. casual research B. Affective or liking component
B. exploratory research C. Intention or action component
C. descriptive research D. none of above

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1.1 MARKETING RESEARCH 97

931. An example of an internal source of 936. What is the first step in the marketing
marketing-research data is research process?

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A. Census Figures A. Analyze results
B. Unemployment Rate B. Defining the problem
C. Industry Sales C. Conduct a survey
D. Financial Statements D. Experiment
937. When you are estimating the value of the
932. After collecting data, the next step in the
information, if the cost is higher than the
Marketing research process will be:
benefit you:
A. Report the results obtained.
A. Conduct marketing research.
B. Analyze information
B. Do not conduct marketing research.
C. Find a solution to the problem that C. Design the research.
needs research.
D. Collect the data.
D. Pass data to Marketing managers for
their review. 938. Why do businesses use market research?
A. To identify customer needs
933. .... Organize the marketing research pro-
cess below correctly. i. Formulating the B. To sell goods and services
Study ii. Developing an Approach to the C. To advertise
Problem iii. Defining the Problemiv. i. Pre- D. none of above
pare and Analyze Data v. Conducting Field
Work / Collecting Data vi. Preparing and 939. concepts and tools from anthropology
Presenting Research Results * and other social sciences to provide deep
A. I, II, III, IV, V and VI cultural understanding on how people live
and work
B. . II, III, IV, V, VI dan I
A. Observation
C. III, V, VI, IV, I dan II
B. FGD
D. III, II, I, V, IV dan VI C. Ethnographic
934. What kind of source is a laboratory ex- D. Experimentation
periment?
940. Research is something that people under-
A. primary take to find out things in a systematic way,
B. secondary thereby increase their knowledge
A. True
935. Major objectives of conducting marketing
research B. False

A. To increase market share 941. This is probably the most important

pretesting purpose.
B. To gain competitive advantage
A. variation
C. To do proper marketing planning, to
fine-tune existing marketing strategies, to B. meaning
control marketing activities properly C. task difficulty
D. none of above D. response interest /attention

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1.1 MARKETING RESEARCH 98

942. What stores data on a web server? B. What kind of consumers are required
A. HTML to achieve the research objective?

B. pixel C. What is the possible answer to a re-

search objective?
C. cookie
D. What is the best decision alternative?
D. breadcrumb

943. are group discussions conducted with 947. Emphasizing features, quality and pack-
aging of a product over competitor’s prod-

NARAYAN CHANGDER
the participation of 7 to 12 people to cap-
ture their experiences and views regard- ucts.
ing specific issues closely related to re- A. Direct Competition
search question(s).
B. Indirect Competition
A. Interview
C. Price Competition
B. Observation
D. Non-Price Competition
C. Focus Group
D. Survey 948. Which question isn’t collecting qualita-
tive data?
944. Avery, David, and Anika are discussing
the factors that contribute to customer loy- A. do you like chocolate or vanilla, -yes or
alty. Which of the following factors is no?
most relevant to customer loyalty? B. why should phones be banned during
school?
C. describe the kind of toppings do you
like on your pizza?
D. how should you discipline a child?

949. Kai, Ava, and Michael recently graduated

A. Geographic from college. If we categorize them based
on this information, what type of segmen-
B. Demographic tation is this?
C. Psychographic A. Demographic
D. Behavioral
B. Geographic
945. Areas of marketing research that covers C. Psychographic
product planning and development.
D. none of above
A. Product or service research
B. Planning research 950. A group that includes a cross section of
the entire population that is targeted.
C. Production research
D. Pricing research A. Marketing research
B. Data
946. The research question asks:
C. Secondary data
A. What specific information is required
to achieve the research purpose? D. Representative sampling

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1.1 MARKETING RESEARCH 99

951. is the systematic design, collection, C. Psychographic

analysis, and reporting of data and find-
D. none of above
ings relevant to a specific marketing situa-

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tion facing the company.
956. What is the third step of marketing re-
A. Marketing intelligence search process?
B. MIS (marketing information system) A. Define the research problem
C. Marketing research B. Select research approach
D. Demographics C. Research design formulation
E. Marketing management
D. Analyse data
952. Which of the following research strate-
gies studies brand awareness? 957. It can be said that:
A. Qualitative research A. Marketing and sales are two synony-
mous terms.
B. Attitude reseach
C. Media reseach B. Marketing and sales are two different
terms.
D. Product research
C. Sales includes Marketing
953. Which is NOT a symptom of an under-
D. Marketing includes sales activities.
staffed store?
A. Closed cash registers 958. Qualitative research is a type of research
B. Unhappy customers that focuses more on quantity that is the
number of respondents.
C. Customers using credit cards
A. True
D. Poor stock maintenance
B. False
954. The process of manipulating one or more
independent variables and measuring their 959. Which type of question helps you focus
effect on one or more dependent variables on a particular demographic segment or at-
while controlling extraneous variables is titude?
called a(n)
A. Yes/No questions
A. experiment
B. Rating Scale
B. test unit
C. Level of agreement
C. hypothesis
D. manipulation measurement D. none of above

955. Noah, Evelyn, and Charlotte are dis- 960. Determines the number of people to be
cussing about the upcoming Super Bowl. surveyed
They believe that the Cowboys are going A. Sampling Unit
to the Super Bowl. What type of segmen-
tation are they using? B. Sample Size
A. Demographic C. Sampling Procedure
B. Geographic D. All of the above

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1.1 MARKETING RESEARCH 100

961. A common disadvantage of primary re- 966. Marketing research aims to:
search for a startup is that:
A. Brings information about the market-
A. It is time-consuming to obtain ing environment and marketing policies of
B. It doesn’t answer the questions asked the business.
C. It doesn’t allow for qualitative ques- B. Penetrate a certain market
tions
C. To organize distribution channels bet-
D. It can’t be done online ter

NARAYAN CHANGDER
962. Marketing research helps with D. To sell more products at higher prices.
A. decision making E. To enrich the information warehouse
B. being right of the business
C. complicating life
967. Companies can be successful against
D. none of above their competitors by all of the following
EXCEPT
963. 3 benefits of implementing CRM
A. Customers make repeat purchases (re- A. providing greater value and customer
purchase customers) satisfaction
B. Avoid the possibility of switching to B. position their offerings strongly
competitors (avoid customer switch to an- against competitors’ offerings in con-
other provider) sumers’ minds
C. Getting to know customers and in- C. provide the same product as the com-
creasing added value (knowing customers petition
and increasing value)
D. better meet the needs of target cus-
D. Avoid providing complaint services tomers
964. The production-oriented marketing con-
968. What is the first step in the marketing
cept holds that consumers will favor prod-
research process?
ucts that:
A. Widely sold at low prices A. Obtain information

B. Manufactured using high-tech produc- B. Analyze the data

tion lines. C. Define the problem
C. Has a unique design D. Evaluate the results
D. There are many new features.
969. Why would a company engage in market-
965. primary data ing research?
A. information that is found in books or
A. to reduce errors in making marketing
case studies at the library
decisions
B. data that comes from journals, Census
Bureau or other existing sources B. to suppress competition
C. pieces of information gathered by you C. to comply with government regula-
or your agency tions
D. none of above D. none of above

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1.1 MARKETING RESEARCH 101

970. What is step three of the Marketing Re- 975. Which is NOT an example of primary
search process? data?

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A. Collect Data A. Financial reports
B. Define Problem B. Surveys
C. Design Project C. Polls
D. Analyze Data D. Focus Groups

971. Which of the following is not a source of 976. Disadvantages of secondary data are
secondary data? A. It takes a long time to study it.
A. Reference books. B. It is expensive to get access to.
B. Government publications. C. That is can be out date and not col-
C. Observations. lected for the right purpose.
D. Company annual reports. D. It takes a long time to collect it.

972. “Problem-Solving” research is concerned 977. Which market segmentation method is se-
with lected when classifications of age, gender,
income, or family size is utilized.
A. investigating and searching for what
may be the problem facing or will face the
brand
B. investigating and searching for op-
tional solutions for a current defined prob-
lem
C. investigating the new problematic cus-
tomer trends
D. investigating the new problematic A. Behaviorial
market trends
B. Psychographic
973. Tell whether the statement is True or C. Demographic
FalseEvaluate questions that do not re-
quire a good-bad, positive-negative judg- D. Geographic
ment is afflicted by systematic tendencies
978. Secondary research is an unstructured,
of certain respondents to select particular
exploratory research methodology based
styles or categories of response regard-
on small samples intended to provide in-
less of the content of the question.
sight and understanding of the problem
A. True setting
B. False A. True

974. Psychographics are a market segmenta- B. False

tion 979. focus group
A. True A. a group that must be focused on be-
B. False cause they are not customers

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1.1 MARKETING RESEARCH 102

B. when interviews are done with a group C. First couple of paragraphs

of people D. none of above
C. a group of people who have many
things in common 986. chamber of commerce
D. none of above A. a part of the government that provides
data
980. Market Research does not help a busi-
ness find market opportunities. B. a fire and waterproof chamber that

NARAYAN CHANGDER
stores marketing data
A. True
C. a group of local businesses that en-
B. False courage business development in a com-
981. used to collect data about how people munity
FEEL about their products, services, or D. none of above
ideas Often using surveys
987. Market Analysis Process includes (check
A. media research
all that apply)
B. attitude or opinion research
A. Validate unmet need
C. product research
B. Segment the market
D. market intelligence research or sales
research C. Leverage an existing market report
D. Refine business model
982. Questionnaire and survey mean the same
thing. E. Refine partners & channel
A. True 988. A business owner marked down a line
B. False of products in order to sell them, but cus-
tomers still didn’t buy them. Marketing
983. is data originated by the researcher research might have been used in this sit-
for the specific purpose of addressing the uation to protect the business from
research problem
A. embarrassment.
A. Primary data
B. financial loss.
B. Secondary data
C. competitors.
C. Experimental data
D. loss of clientele.
D. Virtual data
989. is an organized method of collecting,
984. When paraphrasing, you DO NOT explain
storing, analyzing, and retrieving informa-
the ideas in your own words.
tion to improve the effectiveness and effi-
A. True ciency of marketing decisions.
B. False A. Market Driven Information
985. I have read the chapter assigned to us, B. Customer Driven Information
last class C. Marketing Information Management
A. Yes function
B. No D. Marketing Information System

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1.1 MARKETING RESEARCH 103

990. Which are not the characteristics of good A. sales research

marketing research?
B. consumer research

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A. scientific method
C. trade publication
B. multiple methods
D. consumer publication
C. learning methods
D. helthy skepticism 996. E-mail surveys are very complicated to
implement
991. Susan Hart, the manager of a children’s
boutique, collects data from her monthly A. True
records of sales, costs, and cash flow. B. False
In this case, Susan is making use of
databases. 997. Doug is thinking of opening another loca-
A. internal tion for his sporting goods store in another
area. What type of research would be con-
B. external ducted to determine the best location for
C. historical his new store?
D. secondary A. Product
992. Who’s at the centre of marketing activi- B. Advertising
ties? C. Sales
A. the manufacturer
D. Market
B. the producer
C. the market researcher 998. A data analyst at a large corporation is
trying to understand customer behavior.
D. the consumer Which method should he use that employs
993. The most frequently used primary re- statistical methods to extract information
search method is from data for analysis?

A. Survey A. Data mining

B. Interview B. Validity
C. Focus group C. Sample
D. Experiments D. Research

994. What type of mindset is best suited for 999. It is a system used to gather marketing
digital marketing? information. It is an interactive, flexible,
A. skeptical and computerized information system that
enables managers to obtain and manipu-
B. data-first
late information.
C. target-centric
A. Decision support system
D. persona minded
B. Info Scan
995. Women’s Wear Daily provides market in-
C. neurmarketing
formation to people who buy, sell and pro-
mote fashion. This publication is a type of: D. CGM

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1.1 MARKETING RESEARCH 104

1000. This technique uses an ordered rank pro- C. A process and methods used to gather
cedure where the objects are classified in information, analyze it, and report find-
groups depending on their similarity to a ings related to marketing goods and ser-
specific criterion vices
A. Paired Comparison D. A process of designing, creating, and
B. Likert managing customer lists

C. Constant Sum 1006. The research purpose:

NARAYAN CHANGDER
D. Q-Sort A. Describe your target customers and
clients.
1001. Represents the entire population; group
that you will conduct your MarketingRe- B. Establish competitive advantages.
search with. C. Specify the problem or opportunity to
A. Probability be explored.
B. Sampling Plans- D. Is a possible answer to a research
C. Reliability question.

D. Validity 1007. Information for what enables the mar-

keting executives to take decisions on im-
1002. Regulatory policies and norms within portant issues like Selection of proper me-
which organizations must operate, refer to dia, pre-post testing of advt., after sales
the legal environment factor of the envi- services, free samples, gifts, coupons etc.
ronmental context of the problem
A. Information about Consumer
A. True
B. Information about Promotion
B. False
C. Information on Distribution
1003. Sending surveys to employees asking if
they like the new email application D. Information about Competitors

A. Quantitative 1008. Which of the following is essential to all

B. Qualitative marketing research?
A. Validity
1004. It is impossible to conduct focus groups
without a face-to-face setting B. Frequency
A. True C. Primary Data
B. False D. Secondary Data

1005. What is a marketing information sys- 1009. diary

tem?
A. written record of thoughts, activities,
A. A collection of related information or plans
about a specific topic
B. a case study
B. A set of procedures and methods
C. a professional journal that you can find
that regularly generates, stores, analyzes,
in the library
and distributes information for making
marketing and other business decisions D. none of above

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1.1 MARKETING RESEARCH 105

1010. Observations, Interviews, Surveys, and B. aid marketing or organizational

Experiments are examples of decision-making.

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A. Primary Data C. aid statistical analysis of factual find-
ings.
B. Secondary Data
D. gather the views of a small group of
1011. Past information and forecasts of people before the mass launch of a prod-
trends with respect to sales, market share, uct.
profitability, technology, population, de-
mographics, and lifestyle can help the re- 1015. Choose the answer:Is the systematic de-
searcher understand the underlying mar- sign, collection, recording analysis of quan-
keting research problem. titative and qualitive data about issues re-
lated to marketing facing a company oper-
A. Ture
ating internationallys
B. False A. International Market Research
1012. Market researchers at HoneyCamp B. Market Research
Foods collect daily sales data and sort it by
product line and region. With the help of 1016. Who uses marketing research
sophisticated tools and techniques, they A. Everyone-small and large businesses,
develop the data required by marketing government agencies
managers to evaluate the market share
B. Done via survey
of various company products and also to
gain valuable market insights. This com- C. Obtaining info about customer behav-
bination of people and procedures at Hon- ior, opinions, and plans
eyCamp Foods that produces actionable D. none of above
marketing insights includes
1017. A marketing manager is planning a new
A. strategic planning
campaign. He needs to follow steps of
B. mixed products the marketing research process to ensure
C. marketing information system success.

D. market research A. 2
B. 3
1013. Businesses use marketing research to
help them implement the C. 5

A. Marketing Concept D. 6

B. Market Share 1018. Which of the following types of market-

ing research firms would best be described
C. Marketing Research
as being one that gathers consumer and
D. Marketing trade information which they sell for a fee
(e.g., Nielsen Media Research)?
1014. The main purpose of a researcher using
qualitative market research is to A. Custom marketing research firms

A. understand the behavior, attitudes, B. Syndicated-service research firms

and perceptions of customers or employ- C. Specialty-line marketing research
ees. firms

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1.1 MARKETING RESEARCH 106

D. General-line marketing research firms 1024. What is not included in the examples of
Basic Research Methods is
E. Nonprofit marketing research firms
A. Survey
1019. In SWOT analysis, any external chances
B. Observation
to improve performances and profits are:
C. experiment
A. strengths
D. RO U type
B. weaknesses

NARAYAN CHANGDER
C. opportunities 1025. What is not included in Limited Service
External Research Suppliers is
D. threats
A. Focus Group Services
1020. Which of the following is not a reason B. Syndicated Services
businesses use marketing research?
C. Customized Services
A. identifying market opportunities
D. Internet/Social Media Services
B. solving marketing problems
1026. What is the purpose of product re-
C. monitoring market performance search?
D. deciding when staff should have team A. To evaluate product design, package
meetings design, product usage, and consumer ac-
ceptance
1021. Which one of the following decisions
should be made before designing the re- B. To determine market size and growth
search plan? potential

A. drafting research objectives C. To conduct opinion polls

B. sampling plans D. To analyze market trends

1027. Which statements are true about pri-

1022. Specify two types of requests!
mary data?
A. Consumer demand, producer demand
A. Real-time data
B. Market demand, company demand
B. Always specific to researcher’s needs
C. customer demand, company request C. More capable to solve a specific prob-
D. none of above lem
D. All of the above
1023. This includes specific tools and tech-
niques to be used to meet the marketing 1028. Fisher-Price sets up locations where
objectives. Develop tactics for every strat- they can watch kids play with new toys.
egy This is an example of research.
A. Marketing Budget A. Experimental
B. Product/Service Strategies. B. Observational
C. Tactical Implementation C. Survey
D. Feedback and Control D. Telephone

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1.1 MARKETING RESEARCH 107

1029. At which stage of the marketing re- 1033. The aim of the methodology section
search process does the researcher deter- in the market research is to provide an
mine reliability and validity of the research overview of

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instrument?
A. the framework or the procedures of us-
A. Problem definition stage ing the research tools to reach the results
B. Research design stage for the research problem
C. Data collection stage B. how the sampling is conducted and
D. Data analysis stage picked from the population

1030. Which market segmentation category C. how the results are analysed, and rec-
does the variable ‘Gender’ belong to when ommendations are given
Aria, Priya, and Harper are conducting a D. how literature is summarized and pre-
marketing research for their new product? sented

1034. Which method of sampling is used when

people are picked from an official list such
as the telephone directory to be inter-
viewed?
A. Cluster
B. random
A. Geographic
B. Demographic C. Quota

C. Psychographic D. none of above

D. Behavioral
1035. The first step in the marketing research
1031. Which statement below best represents project should be
the Marketing-oriented business philoso- A. problem definition
phy?
A. We are trying to sell customers per- B. problem correction
fect products. C. research design formulation
B. Customers need product A, produce D. report generation and presentation
and sell product A to customers
E. project completion
C. The cost of input materials for product
B is very high, try to reduce it to sell more
1036. This refers to a paper and pencil data
product B at a cheaper price.
gathering method wherein the subject or
D. Sales are decreasing, focus all re- respondent completely answers a series of
sources to boost sales. questions.
1032. It is designed to solve a specific mar- A. interview method
keting problem, toinvestigate a particular
marketing phenomenon. B. question and answer method

A. Applied Marketing Research C. methodology

B. Basic Marketing Research D. questionnaire

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1.1 MARKETING RESEARCH 108

1037. Sampling is used in market research be- B. price

cause C. place
A. it is cheaper and quicker to use a sam- D. promotion
ple than to survey the whole market.
B. a sample’s view is used to represent 1043. are companies that specialized in
the population’s views. just one or two aspects of marketing re-
search, mainly concerned with data coding,
C. a sample can be used to increase the data editing, or data analysis.

NARAYAN CHANGDER
confidence level of statistical findings.
A. Customized research firms
D. it can be easier to identify trends from
the sample findings. B. Field Services Firms
C. Syndicated services firms
1038. Question that must first be addressed
before carrying out market research. D. Standardized services firms
A. time limitations E. Selective services
B. price of the materials 1044. Data obtained when customers visit a
C. availability of data company’s website
D. cost of this information A. Directional data
E. Geographical range B. Active data
C. Passive data
1039. Tell whether the statement is True or
FalseOne of the least important decisions a D. none of above
researcher must make is the way in which
1045. Following is observational research
the data will be collected.
A. A survey
A. True
B. The gathering of primary data by ob-
B. False
serving relevant people
1040. A primary research technique in which C. The gathering of data that people nor-
information is gathered through question- mally are unwilling or unable to provide
naires
D. A doctor’s check-up
A. Experimental method
B. Survey method 1046. the following is the context of the prob-
lem environment EXCEPT
C. Observation method
A. past predictions
D. Focus group method
B. resources and constraints
1041. Types of Data C. legal environment
A. Internal and External D. compete
B. Primary and Secondary
1047. A company manager is facing declining
1042. One of the 4 P’s of marketing; refers to sales, but he does not know why. Which
where the product is sold and delivered to type of research design would you recom-
customers mend to address this problem?
A. product A. Exploratory research

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1.1 MARKETING RESEARCH 109

B. Descriptive research 1053. A is a small portion of the popula-

tion that is used to gather data.
C. Causal research

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A. Sample
D. Secondary research
B. Market research
1048. Secondary research uses data and infor- C. Quantitative
mation that has been collected before.
D. none of above
A. True
1054. Question that has two possible cate-
B. False gories is an example of Variable.

1049. Which of the following steps of market- A. Dichotomous

ing research involves answering questions B. Continuous
about customers’ needs?
1055. A is a set of questions to which in-
A. identifying dividuals or groups of people answer re-
B. anticipating spond.
A. Focus Group
C. satisfying
B. Survey
D. profitability
C. Test Marketing
1050. A census has many advantages if the D. Test
population is big and not within a work-
able location. 1056. Choose the secondary resources.
A. True A. Private firms
B. The working organisation
B. False
C. Sales reports
1051. a type of research technique that D. Sales enquiries
gathers information from people directly
through the use of interviews or question- 1057. a small group of consumers asked to
naires test a possible product. An example might
be taste testing a new cereal or ice cream
A. observation
flavor
B. survey method A. survey sample
C. experimental B. target market
D. point of sale data C. focus group
D. club
1052. The following are factors that need to
be considered in the context of the prob- 1058. Regarding to sampling, which state-
lem environment EXCEPT ment is true?
A. Resources and Constraints A. In nonprobability sampling, inferences
can be made about the population.
B. Objectives and Decision Makers
B. In probability sampling, results are
C. Buyer Behavior
generalizable from the sample to the pop-
D. Practical Issues ulation.

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1.1 MARKETING RESEARCH 110

C. Probability sampling relies on per- C. Sequential

sonal judgment in the element selection D. Quantitative
process
D. In nonprobability sampling, one can 1063. Data that has already been collected for
statistically assess level of sampling er- another study but can be applied to the cur-
ror. rent study/research is known as
A. Market data
1059. Which of the following statements is
most correct when talking about Market- B. Consumer data

NARAYAN CHANGDER
ing research: C. Secondary data
A. Marketing research is always expen- D. Primary data
sive because the cost of conducting inter-
views is very high. 1064. For a research paper, you are down-
B. Businesses need to have their own loading some data from the Census Bureau.
Marketing research department. This data is called
C. Marketing research has a broader A. primary data
scope than customer research. B. secondary data
D. Marketing managers consider market- C. big data
ing research as the guide for all decisions.
D. none of above
1060. The often sets the charachter, scope
and pace of the entire research project. 1065. What is the normal yearly shrinkage for
the average retailer?
A. Collection of information
A. Between 15 and 20 percent
B. Presentation
B. More than 30 percent
C. Problem definition
C. Less than half a percent
D. Analysis of information
D. Between 1 and 5 percent of sales
1061. Which of the following is NOT a char-
acteristic of a cross-sectional research de- 1066. rewards given to someone by another
sign? person
A. Data is collected from a single sample A. intrinsic rewards
at one point in time. B. extrinsic rewards
B. The sample is typically representative C. economies of scale
of the population of interest.
D. marketing research
C. The design is relatively inexpensive
and easy to conduct. 1067. A primary research technique in which
D. The design can be used to establish the actions are watched and recorded by
cause-and-effect relationships. either cameras or observers.
A. Experimental method
1062. Descriptive research can be either quali-
tative or B. Survey method
A. Relational C. Observation method
B. Non-relational D. Focus group method

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1.1 MARKETING RESEARCH 111

1068. Paul wants to work in an industry that B. Per item classification

dictates the colors and fabrics that will be C. Continuous classification
used in apparel during a specific season.

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What fashion career is this? D. Staple
A. Consumer services 1073. A clothing store asks their customers to
B. Fashion services fill out a short survey after their purchase.
What type of research is this?
C. fashion trends
A. Sales research
D. color services
B. Attitude research
1069. Which type of research involves carry-
C. Comparison shopping
ing out research and surveys outside the
firm? D. Trade publication
A. Desk Research 1074. The most suitable approach for collect-
B. Sampling ing descriptive information is?
C. Field Research A. Riset Survey
D. none of above B. Observational Research

1070. A question that uses a scale that con- C. Online Research

nects two bipolar words wherein the re- D. Experimental Research
spondent selects the point that represents
his or her opinion is called 1075. Lily is considering using mobile market-
ing to find new customers for her online
A. a dichotomous question store. Is mobile marketing NOT a great
B. a multiple-choice question way to find new customers?
C. a Likert scale A. True
D. the semantic differential B. False
E. a word association question
1076. Questions which present the specific
1071. Primary Data: components of the problem
A. Data obtained for the first time and A. theoretical framework
used specifically for the particular prob- B. analytical model
lem or issue under study
C. research questions
B. Data already collected for some pur-
D. hypothesis
pose other than the current study
C. This is the study of sales data 1077. survey
D. The study conducted to determine the A. a type of secondary research data
effectiveness of a company’s advertising B. a formal meeting between two or more
message and media placement people to obtain certain information
1072. Each statement is assigned a numeri- C. an organized study in which people are
cal classification that goesfrom-2 to +2 or asked the same question, like the Piper
from 1 to 5 Jaffrey survey we took in class.
A. Likert D. none of above

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1.1 MARKETING RESEARCH 112

1078. The following are the types of data re- 1083. data
trieval EXCEPT A. Surveys
A. Primary data B. Observation
B. Secondary data C. Focus groups
C. Tertiary data D. Hypothesis generation
D. Existing Data
1084. The research process is important for:

NARAYAN CHANGDER
1079. Industry experts predict that pink A. Providing a systematic, planned, and
would be more popular than blue this win- consistent approach within all the aspects
ter. Who would designers consult with to of the research project
get this info?
B. Discovering global trends and sharing
A. consumer services information.
B. fashion trends C. Creating good relations with con-
C. fashion services sumers
D. color services D. Improving the company’s marketing
strategy
1080. This information is then combined with
target market analysis, which provides 1085. A function of marketing research that
basic demographic, geographic, psycho- refers to the gathering and presentation
graphic, and behavioral information about of information about a marketing phe-
a specific target market. refers to? nomenon or situation.
A. Segmentation and targeting A. exploratory function
B. product development B. descriptive function
C. Marketing communications and media C. diagnostic function
selection D. predictive function
D. Market and competition analysis
1086. data collected for someone else or for
1081. What is a “markdown” nonmarketing reasons, but are available
A. A price reduction in order to boost the for you to use.
number of sales A. Marketing Research
B. Another name for taking inventory B. Primary Data
C. A special tax-exempt item C. Secondary Data
D. The sticker on the package stating the D. none of above
price
1087. This kind of research allows the mar-
1082. Which of the following are categories of keter to both explore and validate find-
marketing research? ings.
A. Pricing research A. sampling plan
B. Market research B. quantitative research
C. Sales and distribution research C. mixed methods
D. All the above D. none of above

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1.1 MARKETING RESEARCH 113

1088. The research can be completed using ex- 1093. This tier, the purpose is to express in a
isting data, either form internal source or phrase your brand’s positioning
external sources of information. This is

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A. Core Branding
A. Primary research B. Value Branding
B. secondary research C. Mark Branding
C. non of the above D. none of above
D. none of above 1094. Researchers need to be open in accept-
ing any constructive criticism given. refer-
1089. What is an internal source of marketing
ring to ethics?
information for a business?
A. be careful
A. Government planning agencies
B. openness
B. Inventory records
C. honesty
C. Public Libraries
D. integrity
D. Trade Journals
1095. A marketing researcher is interested in
1090. Product research consists on evaluating studying the relationship between brand
product design, package design, product loyalty and customer satisfaction. Which
usage, and consumer acceptance of new type of research design would be most ap-
and existing products. propriate?
A. True A. Cross-sectional research
B. False B. Longitudinal research
C. Exploratory research
1091. Why might a business carry out primary
research? D. Explanatory research

A. To gather data that does not already 1096. JOJO notices polka dots are common in
exist. the window displays at the mall. Which
fashion indicator is she aware of?
B. To discover their customer needs and
wants. A. fashion forecasting
C. To produce better goods or services B. fashion trends
for their customers. C. fashion services
D. To gain more market share. D. sales research

1092. Finding solutions to problems through 1097. True or false, a citation adds credibility
carefully designed studies involving con- to your paper.
sumers A. True
A. Target Market B. False
B. Market Research
1098. The differences between the objects can
C. Personal Selling be compared. The zero point is arbitrary
D. Advertising Motives A. Nominal

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1.1 MARKETING RESEARCH 114

B. Ordinal 1104. What is meant by “Deconstructing com-

C. Interval petitors’ products?
A. Matching a competitor’s price
D. Ratio
B. Undercutting a competitor’s price
1099. Feasibility research is a type of applied
C. Making an exact copy of the competi-
research.
tor’s product
A. True
D. Taking apart a competitor’s product to

NARAYAN CHANGDER
B. False see how it is made and how it works

1100. Which of the following is a primary ad- 1105. Which type of data sources are U.S. De-
vantage of conducting a focus group to ob- partment of Labor Statistics and Advertis-
tain marketing information? ing Age?
A. Moderator objectivity A. Research Report
B. Cost effectiveness B. Internal Data
C. Limited preparation C. External Data
D. Relevance of the discussion D. Quantitative Data

1101. What does a store’s buyer do? 1106. Some marketers prefer more meth-
ods for gauging consumer opinion because
A. Keep tracks of competitor’s prices consumer actions do not always match
B. Purchase merchandise to sell their answers to survey questions.
C. Tests the effectiveness of a store’s A. quantitative
sales force by pretending to be a cus- B. qualitative
tomer
C. psychographic
D. none of above
D. covert
1102. What is the process of selecting repre- E. subliminal
sentative units from a total population?
1107. An in-depth interview with a group of
A. Sample
target customers who provide valuable
B. Census ideas on products or services
C. Sampling A. Attitude
D. Population B. Media
C. Focus groups
1103. This involves the process and methods
used to gather information, analyze it, and D. Opinion
report findings related to marketing of
1108. ABC company is preparing to print the
goods and services
results of a marketing research project
A. Survey Creation conducted by an external research com-
B. Marketing Research pany. The researcher believes the data
do not support the conclusions ABC has
C. Advertising Selection drawn from the report. What should the
D. Marketing Discovery researcher do?

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1.1 MARKETING RESEARCH 115

A. The researcher should assume the B. research approach

data involved are incorrect C. research design

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B. The researcher should change the D. data collection
data to support ABC’s conclusions
1113. Qualitative research relies heavily on
C. The researcher should let ABC’s man-
groups.
agement draw whatever conclusions they
want A. large
D. The researcher should tell ABC’s man- B. small
agement that the data do not support their 1114. Which form of data below can usually
conclusions be obtained more quickly and at a lower
1109. It is necessary to carry out as many com- cost than the others?
parisonsas possible combinations of two A. primary
elements. B. secondary
A. Constant Sum
1115. A is a document proposing a re-
B. Rank Order search project, generally in the sciences or
C. Q sort academia, and generally constitutes a re-
quest for sponsorship of that research.
D. Paired Comparison
A. Hypothesis
1110. Which of the following the fourth step B. Sampling
in Marketing Research Process?
C. Research Proposal
A. Collect primary data
D. Research Design
B. Plan the research design
1116. If a marketing researcher chooses to use
C. Prepare and present the report
word association questions (e.g., “what is
D. Specify sampling procedures the first word that comes to mind when
E. Identify and formulate the problem you hear the following:airline Ameri-
can travel, etc.), the researcher has
1111. What type of data is observed & chosen which of the following question
recorded directly in order to address a spe- types for the research questionnaire?
cific issue?
A. Closed-end question
A. Quantitative B. Likert scale questions.
B. Qualitative C. Open-end question
C. Primary D. Rating scale question
D. Secondary
1117. Which of the following the second step
1112. “Understanding the background of the in Marketing Research Process?
defined problem and identify the factors A. Collect primary data
that influence this problem and deciding
B. Plan the research design
what is the focus point of the research.”
This statement refers to stage of mar- C. Prepare and present the report
keting research. D. Specify sampling procedures
A. problem definition E. Identify and formulate the problem

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1.1 MARKETING RESEARCH 116

1118. Data obtain from outside sources is 1123. Strategic Marketing Process helps es-
called internal secondary data tablish a clear, concerted direction for all
marketing activities of an organization.
A. True
A. TRUE
B. False
B. FALSE
1119. What type of data does a focus group
provide to market research? 1124. Marketing research can be thought of as
‘user-inspired’; who would be responsible

NARAYAN CHANGDER
A. To provide quantitative data for such a view?
B. To provide qualitative data A. Guba
B. Pasteur
1120. are suppliers or firms that con-
centrates on collecting data for research C. Schumpeter
projects. D. none of above
A. Customized research firms
1125. Field research
B. Field Services Firms
A. According to the nature of the informa-
C. Syndicated services firms tion
D. Standardized services firms B. According to the method of obtaining
information
E. Branded Product services firms
C. According to the type of information
1121. It is characterized by high consumer in- D. According to the purpose of the infor-
volvement in a purchase and significant mation
perceived differences among brands. The
buyer will pass through a learning process, 1126. are used to relate the data to the
developing beliefs and attitudes and then models, as well as to clarify relationships,
a purchase choice will follow. (highly in- identify exceptions, and suggest courses
volved in the purchase process and con- of action.
sumer’s research before committing to in-
A. database
vest. Example:Buying a car, or a gadget.)
B. reports and display
A. Dissonance-reducing Buying Behavior
C. analysis capabilities
B. Complex Buying Behavior
D. models
C. Variety-seeking Buying Behavior
1127. database
D. Habitual Buying Behavior
A. customer contact information (CRM)
1122. Budget analysis is part of which step in B. marketing research database
the market research process?
C. both of the above are databases used
A. Defining the Problem in marketing
B. Collecting Data D. none of above
C. Identifying the Research Design
1128. John is conducting a research. He finds
D. Developing the Approach that the data he collected does not exactly

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1.1 MARKETING RESEARCH 117

address his issue or problem. This is a dis- 1133. Brad works with leading retailers and
advantage of leads teams that gather market informa-
A. Primary data tion from a variety of sources ranging

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from marketing research studies to mon-
B. Secondary data itoring online conversations where con-
1129. Which of the following demonstrates sumers discuss Brad’s company or its prod-
the real value of a company’s marketing ucts. Brad’s team uses this information
research and information system? to achieve a better understanding of con-
sumer behavior and their purchasing mo-
A. The amount of data it generates tives. This, in turn, allows Brad’s com-
B. The variety of contact methods it uses pany to successfully generate more value
C. The quality of customer insights it pro- for consumers. Brad leads the team
vides A. product development
D. none of above B. strategy implementation
1130. Sales reports, Consumer Reports Maga- C. customer relationship management /
zine, government reports CRM
A. Primary Data D. customer insight / marketing insight
B. Secondary Data 1134. marketing research
C. Sampling A. taking a survey
D. Population B. gathering and analyzing information to
1131. The numbers identify and classify ob- make good marketing decisions
jects C. observing customers while they are
A. Nominal shopping
B. Ordinal D. none of above
C. Interval 1135. He created the model of building and
D. Ratio sustaining brand awareness.using Attitu-
dinal effects of mere exposure
1132. Which demonstrates the correct order
and steps in the research process: A. David Aaker

A. Define a Problem, Develop Data Collec- B. Robert Zojanc

tion Procedure, Gather Information Pro- C. Richard Oliver
pose a Solution
D. none of above
B. Analyze the Situation, Propose a Solu-
tion, Develop Data Collection Procedure, 1136. is the interesting and exciting task
and Gather info of discovering facts about your business
concept, your potential customers, and
C. Define problem, analyze situation, de-
their demographics through various meth-
velop data collect procedure, gather info,
ods such as focus groups, observations,
and propose a solution
surverys and data collection.
D. Define the problem, analyze situation,
gather information, develop data collec- A. Market Area
tion procedure, and propose a solution B. Target Market

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1.1 MARKETING RESEARCH 118

C. Market Research 1141. Andy is collecting data by sending a sur-

vey to his classmates about their opinion
D. Sample Size
on new school policies. What type of re-
1137. Ethan is working on a marketing project search is this?
and needs to categorize zip codes. What A. product
type of segmentation is he using? B. sales
C. attitude

NARAYAN CHANGDER
D. media
1142. This type of marketing research is used
when a company is trying to gather infor-
mation about a particular market or com-
petition within a particular market.
A. Market
A. Geographic
B. Product
B. Demographic
C. Advertising/Media
C. Psychographic
D. Attitude/Opinion
D. Behavioral
1143. The period of the 1970s and 1980s is
1138. Tell whether the statement is True often referred to as the in marketing
or FalseSURVEYS CAN ALSO BE CON- research history.
DUCTED TO DETERMINE RESPONDENTS’ A. foundation of marketing research
LIFESTYLES. IT CAN BE USED TO IDENTIFY
AN AUDIENCE, CONSTITUENCY, TARGET B. insight stage of marketing research
MARKET, AND SO ON. C. golden age of consumer research
A. True D. none of above
B. False 1144. The number of people surveyed, inter-
viewed, or polled about your restaurant
1139. A question that asks what needs to be ideas.
done to solve a problem:
A. Target Market
A. research objective
B. Market Share
B. research problem
C. Market Area
C. marketing research D. Sample Size
D. relevant variables
1145. is a probability-based scheduling ap-
1140. a person who starts his or her own busi- proach that recognizes and measures the
ness, instead of working for someone else uncertainty of project completion times.

A. empowerment A. Critical Path Method

B. program evaluation and review tech-
B. entrepreneur
nique (PERT)
C. economist
C. graphical evaluation and review tech-
D. economies of scale niques.

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1.1 MARKETING RESEARCH 119

D. none of above 1151. Involves the process and methods used

to gather information, analyze it, and re-
1146. Field research is the phase number port findings related to marketing goods

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in the MR process and services.
A. 1 A. Financing
B. 2 B. Distribution
C. 3
C. Marketing research
D. 4
D. Marketing forecasting
E. 5
1152. information that goes into the sys-
1147. The process of sales analysis includes tem that is needed for decision making.
which of the following? This information comes from customers,
A. Listening and selling based on cus- competitors, and business operations to
tomers’ needs find information that marketers will then
use to make decisions for the business.
B. Gathering and comparing sales data
A. Input
C. Documenting and examining sales
techniques B. Storage
D. Understanding and using competitors’ C. Analysis
most sold products
D. Output
1148. A group of people who regularly report E. Decision Making
their consumption patterns is called:
1153. studies can be used to evaluate the
A. A retail audit group
elasticity of a brand’s price and the impact
B. A focus group pricing changes will have ondemand.
C. A consumer panel A. Pricing
D. A consumption group B. Competition
1149. Survey research, though used to obtain C. Market
many kinds of information in a variety of
D. none of above
situations, is best suited for gathering
information. 1154. If mail is administered through the mail,
A. Preference basically fax administered through fax.
In this type of survey method the inter-
B. Descriptive
viewer may or may not have contact with
C. Attitudinal the respondent. It is also the least expen-
D. Personal sive, depending o whether the survey sent
to a local businesses or out of town.
1150. Analysis of available secondary data is
A. Personal Interview
a non-essential step in the problem defini-
tion process. B. Telephone Interview
A. True C. Mail Survey
B. False D. Fax Survey

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1.1 MARKETING RESEARCH 120

1155. What is an example of secondary re- C. test hypothesis

search? D. none of above

1160. Which of the following is unlikely to be

a drawback of primary research
A. Unrepresentative sample used to gen-
erate findings.

NARAYAN CHANGDER
B. Respondents may exaggerate their
views.
A. Focus Group C. Wrong or inappropriate questions may
B. Observation be asked.
C. Newspaper D. May lack specific focus.
D. Questionnaire 1161. According to Figure 2.1 in the text, the
1156. The information required is vaguely de- components of the management decision
fined problem consist of:objective/theoretical
foundations, analytical models, research
A. Secondary data questions, hypotheses, and specification
B. Exploratory of the information needed.
C. Conclusive A. True
D. Longitudinal B. False
1157. How many steps are there in the Mar- 1162. This is a method of market segmenta-
keting research process? tion based on specific measurable charac-
A. 3 teristics such as age, gender, income, edu-
cation etc.
B. 4
C. 5 A. demographic

D. 6 B. geographic
C. psychographic
1158. is the total of the group of individu-
als or consumers who have financial capa- D. behavioral
bility and willingness in purchasing a prod-
uct or service. 1163. These decisions should be made
quickly if the MkIS is well-designed. Some
A. Market Size decisions are routine while others are not.
B. Total market size More people will make decisions on com-
C. Market Needs plicated topics.

D. Market Trends A. Input

B. Storage
1159. In scientific method, the first process is
the C. Analysis
A. current knowledge D. Output
B. theory and hypotheses E. Decision Making

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1.1 MARKETING RESEARCH 121

1164. Which of the following is an example of 1169. Sample designs are classified into
primary research?
A. Probability

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A. Internet research
B. Non-probability
B. A focus group
C. all of the above
C. Company reports
D. None of the above
D. none of above

1165. require a respondent to indicate a 1170. Among the steps of the research pro-
degree of agreement or disagreement with cess, which step is most likely to go
a variety of statements related to the at- wrong?
titude or object. They are also called sum- A. Identify the problem
mated scales
B. Planning
A. Constant-Sum Scales
B. Semantic Differential Scales C. Collect information

C. Likert Scale D. Report

D. Purchase Intent scale 1171. John is conducting a market research for
1166. Which of the following steps of mar- his new product. He finds that one disad-
keting research involves pleasing to cus- vantage of the data he collects himself is
tomers in order to convince them that the that it is
product will meet their needs or wants? A. Expensive to collect and analyze
A. identifying B. Cheap to collect and analyze
B. anticipating
C. satisfying 1172. A set of questions posed to a group
of people to determine how that group
D. profitability thinks.
1167. What is not included in the benefits of A. Observation
Knowledge Management is
B. Interview
A. Improve the decision-making process
C. Focus Group
B. Creating innovation and change
D. Survey
C. Slowing down access to information
and knowledge
1173. How do marketers create consumer pro-
D. Increasing the efficiency of an organi- files?
zation’s or company’s business processes
A. By identifying common characteristics
1168. What is the term for data that is col- among potential customers
lected specifically for the study at hand? B. By conducting primary research with
A. Primary potential customers
B. Secondary C. By using information collected by oth-
C. Attitude ers
D. Media D. By analyzing a business’s own records

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1.1 MARKETING RESEARCH 122

1174. In which step do you identify strategies D. A database of marketing research re-
for a company to implement to improve ports
their business through both a written and
verbal report 1179. What is designed to obtain information
on how people feel about certain products,
A. Define the problem ideas or companies?
B. Analyze the situation A. Product Research
C. Develop data collection B. Media Research

NARAYAN CHANGDER
D. Gather and study info C. Market Research
E. Propose a solution
D. Attitude Research
1175. ABC Appliances has received several
1180. “Marketing Research” and “Market Re-
service calls to fix its latest model of wash-
search” are
ing machine. This is an example of
A. different concepts as “Market Re-
A. financial information.
search” considered subset from “Market-
B. product data. ing Research”
C. an economic indicator. B. different concepts as “Marketing Re-
D. a customer record. search” considered subset from “Market
Research”
1176. Maddie is creating a survey to deter-
C. same equal concepts that give same
mine student’s favorite place to shop. This
meaning
type of research is:
D. different and not related concepts
A. Primary
B. Secondary 1181. Which is NOT an example of secondary
data?
C. Sales
A. Sales reports
D. Product
B. Government reports
1177. Dell Computer might want to know a de-
C. Financial reports
mographic breakdown of how many and
what kinds of people or companies will D. Statistical methods
purchase a new model in its personal com-
puter line, it is an example for 1182. What is secondary data?

A. Market research A. Data that is not relevant to your re-

search
B. Computers
B. Data that can’t be collected because of
C. E-Business. privacy restrictions
D. All of the above C. Data that already exhists, haveing
1178. What is a customer database? been collected for some other purpose

A. Information about consumers and D. None of the other answers are correct
their buying habits 1183. Secondary data can be gathered from
B. A collection of employee records the use of
C. A database of financial transactions A. Focus groups.

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1.1 MARKETING RESEARCH 123

B. Observations. 1188. What is the purpose of writing research

C. Suggestion boxes. paper?

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A. To show off research skills
D. Social trends.
B. To gain popularity
1184. Marketing Information System:
C. To communicate research findings
A. Marketing research that answers D. To get promotions
questions that begin with “how many” or
“how much”, used with large numbers of 1189. Teenagers, ethnic groups, religious
people sects, dog owners, athletes are of
B. This research is designed to obtain these are examples of a
info on how people feel about certain A. Market Pain
products or businesses B. Market Drawback
C. This is the study of sales data C. Buying Motive
D. A set of procedures and methods that D. Target Market
regularly generates, stores, analyzes and
distributes info for marketing decisions 1190. Does this statement describe you? “I
love football!”
1185. After dining at a restaurant, the man-
A. Demographic characteristic
ager asks you, “How great was the ser-
vice for you today?”. This question con- B. Geographic characteristic
tains: C. Psychographic
A. Validity D. Behavioral
B. Reliability
1191. The term “research methodology”
C. Bias refers to the theory of how research
D. Unclear should be undertaken
A. True
1186. Secondary information that already ex-
B. False
ists outside an organization
A. External Data 1192. Phase of the research process that cov-
ers the characteristics of the consumer
B. Focus group
about which we will know what to ask and
C. Internal data how to interpret the data.
D. Hypothesis A. Design.
B. Approach.
1187. Why are focus groups used?
C. Analysis.
A. To bring together a group of people to
discuss a particular product or issue D. Problem.
B. All of them 1193. The quality of providing consistent and
C. It enables open ended questions dependable measurement and results.

D. It can generate ‘rich’ information A. Validity

rather than a standard response B. Order bias

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1.1 MARKETING RESEARCH 124

C. Reliability 1198. The physical and social characteristics of

the population:
D. Data mining
A. decision problem
1194. The real value of a company’s market- B. demographics
ing research and information system lies
in the C. unit of analysis
D. primary data
A. Amount of data it generates
1199. If a researcher was interested in de-

NARAYAN CHANGDER
B. Quality of customer insights it pro-
vides termining the characteristics of a partic-
ularsegment of the population, the re-
C. Variety of contact methods it uses searcher would use:
D. Efficiency with which it completes stud- A. exploratory research
ies
B. causal research
1195. This type of marketing research is used C. descriptive research
to determine if or how effective the media D. none of the above
efforts are for a company, brand, or prod-
uct. 1200. Internal data reports contain informa-
tion from sources the company.
A. Market
A. Outside
B. Product
B. Inside
C. Advertising/Media C. Both inside and outside
D. Attitude/Opinion D. None of the other answers are correct.
1196. refers to a group of individuals born 1201. is the collected information for first-
during the same time period and travel- hand research
ing through life together. The defining mo- A. secondary data
ments they experience influence their val-
ues, preferences and purchasing behavior. B. primary data
C. purpose of marketing research
A. Population
D. marketing plan
B. Ethnic group
1202. is a method used to identify cus-
C. Cohorts
tomers with similar wants and needs.
D. Educational group
A. Selling
1197. Information, statistics, or other type of B. Planning
data that already exists. Someone has al- C. Market Segmentation
ready collected the information, but others
D. Sales pitch
can use it.
A. Market research 1203. A research project can involve both prob-
lem identification and problem-solving re-
B. Primary data search
C. Variable A. True
D. Secondary data B. False

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1.1 MARKETING RESEARCH 125

1204. The assignment process must be iso- B. Attitude research

morph C. Gather, analyze, reportng

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A. True D. none of above
B. False
1210. Random Sampling Error
1205. Tell whether the statement is True or A. Response Error
FalseField briefings can be improved by B. Researcher Error
preparing video tape briefing, to show to
interviewers to ensure a consistent mes- C. Interviewer Error
sage to all interviewers prior to data col- D. Respondent Error
lection E. Other
A. True
1211. Why is market research useful to a busi-
B. False ness?
1206. Which search query suggests a con- A. Helps to identify and satisfy customer
sumer who is very interested in making a needs
purchase? B. So a business knows how much to
A. best coffee mugs to buy spend on adverts

B. how to wash a coffee mug C. In order to make the business look

good
C. coffee mug designs
D. none of above
D. stains in coffee mug
1212. Interviewing a customer to see if they
1207. business records like the new holiday themed coffee flavor
A. includes sales reports and and finan- at Starbucks.
cial data A. Primary
B. a customer database is a type of busi- B. Seconday
ness record
1213. As one of the seven Cs that character-
C. Both of the above answers describe ize the interaction between the DM and
business records the researcher, confidence is best defined
D. none of above as:the interaction between the DM and the
researcher should be creative rather than
1208. Market research enables a business formulaic
owner to know what they could and
A. True
should be
B. False
A. Selling
B. Producing 1214. Veritiv makes changes to their website
so that is is more appealing to customers.
C. Developing What type of marketing function is this?
D. Comparing A. Pricing
1209. A “limited time only” product would be B. Product
an example of C. Financing
A. Product research D. none of above

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1.1 MARKETING RESEARCH 126

1215. Disadvantage of Online Research such 1220. A key difference between primary data
as and secondary data is that primary data
A. Inconsistencies is more time consuming and expensive to
collect than secondary data
B. Versatility
A. True
C. Inexpensive
D. Accuracy of data B. False

NARAYAN CHANGDER
1216. What does product research evaluate? 1221. The process and methods used to gather
A. Consumer acceptance of new products information, analyze it, and report find-
ings related to marketing goods and ser-
B. Market size and perception vices.
C. Gathering information from people
A. Quantitative Research
through questionnaires
D. Measuring the effectiveness of ads B. Qualitative Research
message C. Marketing Research
1217. Which of the following data are most D. Attitude Research
likely to be found in a business’s customer
records: 1222. Which segmentation method is used
A. Lodging and food expenses when a company targets customers based
on their age, like offering student dis-
B. Personal financial data counts to Lily, Emma, and Sophia?
C. Annual purchases and product usage
D. Sales in relation to prior time periods

1218. Every possible group of units of the re-

quired size has the same chance of being
the selected sample as any other sample
of the same size.
A. Simple Random A. Geographic
B. Thoughtful
B. Demographic
C. Typical
C. Psychographic
D. Proportional
D. Behavioral
1219. price is to examine competitor prices
and determine how consumers (or busi- 1223. Chick-fil-a has to analyze costs to deter-
nesses) evaluate price compared to other mine how much to price their new salad.
product features. refer to? Which function of marketing is this?
A. Market and competition analysis
A. Pricing
B. prices and forecasts
B. Promotion
C. Marketing communications and media
selection C. Financing
D. i. Product Development D. Selling

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1.1 MARKETING RESEARCH 127

1224. experiment B. Interviews, surveys, questionnaires,

A. both of the following answers are cor- field observation, experiments, action re-
search, case studies, etc.

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rect
B. a taste test at the store is an example 1229. Which of the following displays the
steps of marketing research in the correct
C. two situations that differ in only one
order?
variable to compare results
A. Define the problem, obtain data, ana-
D. none of above
lyze data, recommend solutions, apply re-
1225. What do researchers use to quickly de- sults
termine what raw data mean? B. Obtain data, define the problem, ana-
A. Research Report lyze data, recommend solutions, apply re-
sults
B. Data Analysis Software
C. Define the problem, analyze data, ob-
C. Internal Data Source tain data, recommend solutions, apply re-
D. External Data Source sults
D. Define the problem, analyze data, ob-
1226. Companies meet twice annually to pool
tain data, apply results, recommend solu-
their knowledge of color cycles and project
tions
color trends. This example represents:
A. consumer services 1230. Which type of data involves people’s
feelings and opinions?
B. fashion trends
A. Quantitative
C. fashion services
B. Qualitative
D. color services
C. Both
1227. Snowballing is D. none of above
A. primary research that builds on 1231. What is an advantage of selling consum-
the work conducted by secondary re- able items?
searchers.
A. They do not need refrigeration
B. secondary research that stems from
B. They typically have a large profit mar-
the work of primary researchers.
gin
C. surveys or interviews carried out
C. They are long-lasting
with individuals, who then suggest other
friends, family or colleagues to increase D. They tend to generate repeat business
the sample. 1232. A company is planning to launch a new
D. secondary information that mounts product. Before the launch, they decide to
very quickly due to the vast amount of in- conduct a survey to understand the poten-
formation that is available. tial market. This is an example of which
step in the marketing research process?
1228. What are the main sources for sec-
A. Defining the problem
ondary data?
B. Obtaining Data
A. Previous research, mass media prod-
ucts, government reports, official statis- C. Analyzing Data
tics, web information, historical data, etc. D. Applying results

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1.1 MARKETING RESEARCH 128

1233. Market research focuses on B. A sample’s views are used to repre-

A. operational needs of marketing sent the population’s views.

B. analysing markets C. A sample can be used to increase the

confidence level of statistical findings.
C. providing inspiration
D. It can be easier to identify trends from
D. none of above the sample of findings.
1234. Qualitative Research 1239. There are four methods for collecting pri-

NARAYAN CHANGDER
A. This is the study of sales data mary data
B. The study of customer’s reaction to a A. True
product or package design B. False
C. This is the study of sales data
1240. Information already collected for an-
D. Marketing research that focuses on other purpose that can be used to solve
smaller number of people and tries to an- the current problem
swer questions that being with “how” or
A. Primary Data
“why”
B. Secondary Data
1235. What is the first step in the marketing
C. Market Research
research process?
D. Population
A. Analyze results
B. Defining the problem 1241. The marketing research approach col-
lects primary data in five ways, one of
C. Experiment
which is?
D. Conduct a survey
A. Observation research
1236. The third step of six steps in any mar- B. Technology research
keting research project is to formulate the
C. Risk research
research design.
D. Management research
A. True
B. False 1242. What is the main difference between
quantitative and qualitative research?
1237. What is the “observational” research A. Qualitative research involves the feel-
method? ings, motivations, and opinions behind a
A. Monitor, Observe, listen to the se- consumer purchasing a product. Quantita-
lected sample and the situation tive research is the data or numbers that
B. Best applied to research of a research define analytical data.
nature B. Qualitative is the numerical analysis
C. All right behind your research. Quantitative is the
environmental factors behind consumer
D. All is incorrect purchases.
1238. Sampling is used in market research be- C. Both research types are the same just
cause performed with different tools
A. It is cheaper and quicker to use a sam- D. Qualitative research should always
ple than to survey the while market. come before quantitative research

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1.1 MARKETING RESEARCH 129

1243. The procedures followed at each stage B. According to the type of information
of marketing research are methodologi- C. According to the nature of the informa-
cally sound, well documented, and, as

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tion
much as possible, planned in advance. The
previous statement defines the aspect D. According to the purpose of the infor-
of the definition of marketing research. mation
A. systematic 1249. Data already collected for some purpose
B. accuracy other than the current study.
C. identification of information A. Primary
D. collection of information B. Secondary
C. Attitude
1244. Research that tries to verify a theory or
learn more about a certain concept is the D. Media
essence of:
1250. What is Step 1 of Marketing Research?
A. performance-monitoring research.
A. All right
B. pure research.
B. Having difficulty in business
C. applied research.
C. Identify research problems & objec-
D. forecasting research. tives
1245. Objective information; specific and mea- D. Many competitors appear
surable
1251. Economic Forecasting relies heavily on
A. Questionnaire
A. economic statistics and trend indica-
B. Quantitative data tors
C. Primary data B. popular consumer trends
D. Qualitative data
1252. The most common instrument used to
1246. Research can not exhibits careful and collect primary data is the
precise judgment. A. human eye (through observation)
A. True B. Internet
B. False C. bar-code reader (behavioral data re-
search)
1247. Survey, Experiment, and Content analy-
sis are types of gathering data called as D. video camera (e.g., focus-group re-
search)
A. Quantitative data E. questionnaire
B. Qualitative data 1253. Which is NOT a function of marketing
C. In-depth interview research?
D. Ethnography A. To identify opportunities

1248. Continuous market research B. To solve marketing problems

A. According to the method of obtaining C. To implement marketing

information D. To monitor consumers

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1.1 MARKETING RESEARCH 130

1254. Between primary data and secondary 1259. is a network approach that involves
data, it is the one that is typically less ex- dividing the marketing research project
pensive to collect into multiple components and estimating
the time required to complete each compo-
A. Primary
nent/activity.
B. Secondary A. Critical Path Method
1255. Key capabilities of a market-driven or- B. program evaluation and review tech-
ganization, which relate to the organiza- nique (PERT)

NARAYAN CHANGDER
tion’s ability to continually learn about C. graphical evaluation and review tech-
their markets, and act as a precursor to niques.
market orientation are also called D. none of above
A. Market-sensor
1260. Primary data is research that col-
B. Market-sensing lects data for a specific purpose.
C. Marketing Essence A. desk, existing
D. Marketing Sign B. new, new
C. field, new
1256. This research method is a technique for
D. field, existing
ascertaining the self-reported attitudes or
behaviors of a particular group, usually by 1261. The marketing researcher must design a
questioning a representative, random sam- sampling plan that calls for three decisions,
ple of the group. except.
A. Survey A. Sampling size
B. Observational B. Sampling procedure
C. Sampling method
C. Correlational
D. Sampling unit
D. Experiments
1262. In a local market, which one of the fol-
E. Case Study
lowing is not likely to be sold?
1257. *The phase which is generally the most A. Meat (electric).
expensive and error-prone B. Fruits
A. analyze the information C. Transformers
B. Develop the Research Plan D. Grocery items
C. collect the information 1263. Systematic planning, data collection,
D. Define the Problem analysis and reporting of all findings rel-
evant to a particular marketing situation
1258. Businesses that do not pay attention to facing a company is the definition of?
what consumers are buying and why are A. Business Research
likely to make costly marketing mistakes. B. Marketing Research
A. True C. Sales Research
B. False D. Company Research

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1.1 MARKETING RESEARCH 131

1264. The percentage of sales your restaurant C. Use research tools (like Google) to
will make out of all the sales possible for learn more about your competitors.
that particular market.

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D. Using Social media.
A. Target Market
1268. Mia, Luna, and James are planning to
B. Market Level start a business targeting males between
C. Market Area the ages of 18-35 who are sports-minded
D. Market Share and live in Orlando, Florida. Which group
are they focusing on?
1265. The components of market planning and A. Niche market
research include the following EXCEPT:
B. Demographic characteristic
A. An understanding of the purpose of the
small business-why does the business ex- C. Sponsor
ist. D. Marketing Mix
B. The channels of distribution used.
1269. Identifying the research design is which
C. A description of all of the businesses step in the market research process?
for every industry in the market.
A. 1st
D. A description of the products and ser-
B. And
vices offered and the pricing strategy
used. C. an offer
D. ch
1266. The explosion in online, mobile, and so-
cial media has created a new set of so- 1270. research sample
cial and ethical issues for companies. Their
biggest concerns involve A. the researcher watches people or sit-
uations and records facts
A. failure to provide value for money
products to online customers B. 6-9 people on which research is done

B. online customer privacy protection C. group of people or target market on

which research is done
C. providing too many products online
which confuses customers D. none of above

D. failed to reach their target customers 1271. organized study in which a researcher
through online marketing asks questions of a number of people

1267. The entrepreneur should research the A. Data Mining

existing competition for the new business B. Focus Group
by doing all EXCEPT
C. Secret Shopper
A. Calling the competitors and asking
D. Interview
probing questions about their business
and informing them that you will soon be E. Survey
their competition.
1272. What kind of source is a newspaper?
B. Visit your competitors (as appropriate)
to gain first-hand knowledge about their A. primary
business. B. secondary

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1.1 MARKETING RESEARCH 132

1273. Another problem that occurs frequently 1278. A piece of information provided on a pe-
in an open-ended question is that the an- riodic basis
swer given to it expands or contracts, de-
A. recurrent information
pending on the space or time available for
it. B. monitoring information
A. true C. requested information
B. false D. none of above

NARAYAN CHANGDER
1274. works by identifying a target mar- 1279. Which of the following the third step in
ket first, and creating a marketing strat- Marketing Research Process?
egy geared towards attracting this partic-
ular segment of the population. A. Collect primary data
A. Market Driven Information B. Plan the research design
B. Customer Driven Information C. Prepare and present the report
C. Marketing Information Management D. Specify sampling procedures
function
E. Identify and formulate the problem
D. Marketing Information System
1280. Tell whether the statement is True or
1275. The environmental context of the prob- FalseTHE MAIN REASON FOR REFUSAL IS
lem is the problem confronting the decision FEAR.
maker. It asks what the decision maker
needs to do A. True
A. True B. False
B. False 1281. What step is the following in the
1276. Managers and researchers have formal- Marketing Research Process:Defining the
ized their decisions into a statement of Problem
what the marketing research study will A. 1
achieve, known as a
B. 2
A. relevant variable.
C. 3
B. decision problem.
D. 4
C. research objective.
E. 5
D. research problem.

1277. Which of the following are major disad- 1282. Testing items for an acceptable level of
vantages associated with the collection of variation in the target population is one
primary data? of the most common goals of pretesting is
called
A. it provides the most recent data
A. variation
B. it is typically expensive
B. meaning
C. it is connected to your research objec-
tive C. task difficulty
D. it is time consuming D. response interest /attention

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1.1 MARKETING RESEARCH 133

1283. Is it true that Marketing Research can 1288. Scarlett, Grace, and Luna are conducting
help in identifying potential markets? a survey to understand people’s religious
beliefs. Which type of segmentation are

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A. True
they focusing on?
B. False

1284. Answer:This method of data collection

involves interviewing businesspeople at
their offices regarding industrial products
or services.
A. executive interview
B. mail survey
C. research paper
D. none of above
A. Geographic
1285. Perhaps the fastest growing use of a B. Demographic
decision support system, this involves the
creation of a large computerized file of cus- C. Psychographic
tomers’ profiles and purchase patterns D. Behavioral
A. database marketing
1289. “A technique in which topic of interest
B. primary data (people, objects, activities, attitudes )
C. secondary data are systematically and indirectly observed
and documented in order to be studied”
D. research design
The statement above referred to
1286. is conceptualized as consisting of A. interviews
six steps which include problem definition,
B. observation
developing an approach to the problem,
research design formulation, field work, C. focus groups
data preparation and analysis, and report
D. like-to-like comparison
generation and presentation.
A. The marketing research process 1290. The following is the CRM model process
flow
B. Marketing information systems
A. Membangun interaksi dengan pelang-
C. Marketing research problem
gan (establish interaction with current
D. A decision support system customer base)

1287. Why do businesses use market re- B. Memperoleh informasi dari hasil inter-
search? aksi (acquire and capture customer data
based on interaction)
A. To identify customer needs
C. Use of technology to store and inte-
B. To find solution to a marketing problem grate data (use technology to store cus-
C. To understand the market tomer data)
D. All of these D. All true

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1.1 MARKETING RESEARCH 134

1291. A conceptual scheme based on founda- 1296. Of the following, this is NOT a charac-
tional statements called axioms, which are teristic of a decision support system.
assumed to be true, is objective evidence A. Accessible
A. True B. Flexible
B. False C. Inexpensive
1292. When a survey question is designed in D. Interactive
such a way that it influences the respon-

NARAYAN CHANGDER
dent to answer in a particular way, it is 1297. When a property developer conducts a
said to have survey research to obtain feedback about
the design and pricing of the the proper-
A. Validity ties, it is an example of:
B. Reliability A. exploratory research.
C. Bias B. observational research.
D. Unclear C. secondary data research.
1293. Kei, a senior marketing manager of D. descriptive research.
a pizzeria in North Florida, is currently
1298. Which of the following is not a problem
researching electronic collections of con-
associated with primary research data?
sumer information within the company net-
work to arrive at crucial marketing deci- A. Sample size.
sions. In this instance, Kei is using B. Bias.
A. internal databases C. Focus.
B. ethnographic research D. Cost.
C. descriptive research 1299. What is primary research?
D. data warehouses A. Collecting information yourself
1294. What is an example of secondary re- through direct contact with potential cus-
search? tomers

A. Focus Group B. Using information that has already

been collected by others
B. Observation
C. Using a business’s own records to
C. Newspaper gather information about potential cus-
D. Questionnaire tomers
D. Conducting experiments or product
1295. “Marketing Research” is focused on
sampling with potential customers
studying all the coming, EXCEPT
A. market culture, policies, retail and eco- 1300. The following is an example of this type
nomic status of error:A researcher wants to survey the
very poor using a mail survey. She plans
B. marketplace, consumer and business on using a purchased mailing list. How-
competitors ever, her survey will miss homeless indi-
C. market shares and stocks viduals who have no mail service.
D. consumer trends A. frame error

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1.1 MARKETING RESEARCH 135

B. random error C. customer insight

C. field service error D. interview

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D. sampling error 1307. Which types of questions do the follow-
1301. The plan of action from marketing re- ing? Give the respondent several choices.
search doesn’t require evaluation. If the Options must be mutually exclusive and
marketing research process is followed ap- comprehensive enough to include every
propriately, it is always a success. possible response.

A. True A. Multiple choice questions

B. False B. Yes/No questions
C. Level of agreement questions
1302. government sources
D. none of above
A. a type of primary data
B. this data is generally reliable and can 1308. Which method of sampling is used when
be located at many.gov internet sites a population is widely dispersed across ge-
ographical locations?
C. data collected by research firms
A. Cluster.
D. none of above
B. Random.
1303. The management decision problem fo-
C. Stratified.
cuses on symptoms, while the marketing
research problem focuses on solutions D. Quota.
A. True 1309. According to the method of obtaining in-
B. False formation
A. Field Research
1304. Marketing information systems is a set
of procedures and methods that regu- B. Continuous market research
larly generate, stores, analyzes, and dis- C. Desk research
tributes information for use in making mar-
D. Adhoc market research
keting and other business decisions.
E. Qualitative
A. True
B. False 1310. Contacting the local Chamber of Com-
merce for population and demographic in-
1305. This type of data results from research formation is what type of research?
specifically developed and conducted for
A. primary
explicit objectives and goals of the com-
pany or brand. B. secondary
A. primary data C. sales
B. secondary data D. consumer

1306. Commercial online databases are a rich 1311. Which type of data is completed by the
source for obtaining business that is using the data?
A. date example A. Primary data
B. data seconds B. Secondary data

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1.1 MARKETING RESEARCH 136

C. Formative data 1316. Zach is starting to construct a table.

What should he write first?
D. Summative data
A. A title describing what information the
1312. Having an idea is good enough for a suc- table presents
cessful business?
B. Column headings that summarize the
A. True table’s contents
B. False C. Entries that are arranged in alphabeti-

NARAYAN CHANGDER
cal order
1313. is research conducted to gain ideas
and insight into the problem confronting D. Entries arranged across the top of the
the management or the researcher table

A. exploratory research 1317. Of the following, it is NOT one of the

cited advantages of an Internet survey.
B. conclusive research
A. 25 to 40 percent lower costs
C. descriptive research
B. Ease of random sampling
D. causal research
C. Greater convenience for busy respon-
1314. McDonald’s buys potatoes in bulk to dents
make French Fries. This is an example of D. none of above
in B2B marketing.
1318. Which of the following is one of the ba-
sic decisions in designing a sample?
A. Who will be surveyed
B. Isolate the segment of the population
that will give you the results you hope for
C. Identify the research company to be
A. Purchased product used for retail sell- used in the sampling process
ing D. What month to do the sampling
B. Purchased product used for its in-
1319. Sense making is dependent upon
house operations
A. social interactions
C. Purchased product used as component
raw material for McDonald’s final product B. personal interactions
C. professional interactions
D. none of above D. none of above
1315. Is the real assignment of a number to 1320. Presents the important features of the
each survey respondent research methods to be employed
A. Scaling A. executive summary
B. Measuring B. Research purpose and objective
C. Isomorph C. Research Methodology
D. none of above D. Statistical Treatment of Data

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1.1 MARKETING RESEARCH 137

1321. The management decision problem is a C. to interpret the data obtained

problem that entails determining what in- D. to prevent the theft of customer data
formation is needed and how it can be ob-

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tained in the most feasible way 1327. People that complete the survey are
A. True called
B. False A. Sample
B. Customers
1322. Research designs may be broadly classi-
fied as or C. Respondents
A. exploratory; causal D. Survey-senders
B. conclusive; causal 1328. The first step in any marketing research
C. exploratory; conclusive project is to
D. conclusive; descriptive A. Define the problem
B. Obtain data
1323. What is primary research?
C. Analyze the data
A. A research that is done by others and
the researcher got access to it D. Make recommendations
B. A research that is done by the re- 1329. Consumer behavior is
searcher himself and owned by him
A. Clear
C. A research that is done after the sec-
B. Sensible
ondary research
C. Practical
D. A research that is done after the pri-
mary research D. Unpredictable

1324. Loyalty Rewards program is an exam- 1330. Which type of research is concerned
ple of what type of database marketing or with determining cause-and-effect rela-
customer relationship marketing (CRM)? tionships?
A. Internal A. Descriptive
B. External B. Casual

1325. Segmentation is an example of a topic C. Exploratory

typically addressed by problem-solving re- D. None of the above
search. Explanation:Pay attention to details.
A. True CAUSAL is not equal to casual.

B. False 1331. A sample is a sample if each unit in the

population is given some chance of being
1326. What is the purpose of marketing ana- selected.
lytics?
A. Probability
A. to obtain secondary data and integrate
it with primary data B. Non-probability

B. to gather and integrate data in a cen- C. all of the above

tral, accessible location D. None of the above

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1.1 MARKETING RESEARCH 138

1332. Of the following, it is the one that is 1337. Gathered through a focus group or inter-
NOT a characteristic of a decision support view
system.Allows for “what if” questions A. Qualitative research
A. Accessible only to experienced users B. Also known as opinion research
B. Can manipulate data in various ways C. Quantitative research
C. Produces immediate results D. Defines the size and location of a mar-
D. Allows for “what if” questions ket

NARAYAN CHANGDER
1333. An approach where the questionnaire 1338. What is a “vendor”?
can be hand-delivered to sampling points A. A business that sells merchandise to
A. Telephone Prenotification Approach retail stores for resale
B. Lockbox Approach B. Any automated sales process that
needs no human interaction
C. Drop-off Approach
C. The head cashier in a store
D. none of above
D. none of above
1334. Before beginning a marketing research
study, managers and researchers must 1339. Which one of the following sources is
agree that MOST LIKELY to provide detailed informa-
tion on a specific industry?
A. the decision problem will be strategy-
oriented. A. Trade Association
B. managers will have the final say over B. National Newspapers
results. C. Focus group
C. a focus group will be conducted. D. Office of National Statistics
D. the benefits outweigh the costs.
1340. True or false:A smart store layout
1335. The numbers are only labels (or signs) to moves customers in and out as fast as pos-
identify or classify bycategories or classes sible.
A. Nominal A. True
B. Ordinal B. False
C. Categorical 1341. Marketing research also allows mar-
D. Numerical keters to better understand the opera-
tional methods and marketing strategies
1336. The real value of marketing information used by their competitors. is the impor-
lies in how it is used tance of marketing research?
A. in determining selling prices for prod- A. Increasing Competitiveness in the
ucts Market
B. in analyzing budgets B. Increase Sales And Company Profits
C. in creating advertising campaigns C. Addressing the Uncertainty of the Busi-
D. in the customer insights that it pro- ness Environment
vides D. Identifying the Target Market

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1.1 MARKETING RESEARCH 139

1342. is the first step of the marketing re- 1347. Generating estimates of what people do
search process. means placing products with to mea-
sure buyer response.

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A. Identify and formulate the prob-
lem/opportunity A. buyer intent survey
B. prepare and present report B. combined opinions of salespeople
C. follow up C. test market
D. specify the sampling procedures D. analysis of past sales

1343. Choose the internal sources? 1348. Secondary data are originated by the
researcher for the specific purpose of ad-
A. Government
dressing the research problem at hand
B. Private firms
A. True
C. Newspapers
B. False
D. Past history of customer buying
1349. By and large, a marketing information
1344. Why do we do Research? system provides
A. To provide employment for people A. structure
B. To retain employees in the organiza- B. flexibility
tion C. both structure and flexibility
C. To increase risks D. none of above
D. To find out what customers want to buy
1350. Research concerned with the size, lo-
1345. What are the total number of people cation, and/or the market for a prod-
selected to answer market research ques- uct/service
tions called? A. Product
A. A supplier B. Attitude
B. A sample C. Market Intelligence
C. A respondent D. Market Information System
D. none of above
1351. Which is a typical type of survey?
1346. Which of the following will be likely to A. Face to face
make a firm’s market research more accu- B. All of them
rate?
C. Postal
A. A smaller sample to save costs.
D. Telephone or email
B. Greater use of secondary rather than
primary data. 1352. , this is NOT a form of observation re-
C. Testing a questionnaire on a small search.
group of consumers. A. -A traffic counting machine monitors
D. Taking all consumer samples on the traffic flow at a store entrance
same day of the week rather than on dif- B. -A survey is handed to customers upon
ferent days. exiting a retail store

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1.1 MARKETING RESEARCH 140

C. -A video camera records what people 1358. The following data were collected from
do while shopping 100 students interviewed once in April and
D. none of above the same 100 students interviewed again
in May. In each month they were asked
1353. Tell whether the statement is True or which brand of a particular product they
False20 % of the respondents in tele- bought. A brand switching matrix is con-
phone or personal interview survey may structed as below:1. Assume each con-
refuse to answer income questions sumer bought just one item in April and
one item in May. What is Brand C’s mar-

NARAYAN CHANGDER
A. True
ket shares for April and for May?
B. False
A. 19% and 15%
1354. Specifies which research questions must B. 27% and 38%
be answered, how and when the data will
be gathered, and how the data will be an- C. 54% and 47%
alyzed Explanation:A:Brand A’s market
share:Brand B’s market share:Brand C’s
A. Research Design market share
B. Primary Data D. none of above
C. Survey Research
1359. The direction of movement of public ac-
D. Secondary Data ceptance of color, texture, and silhouette
in fashion.
1355. monitored is information about age,
gender, income, education, and family A. Color Services
size. B. Fashin Services
A. Consumer Information C. Market Research
B. Marketing Mix Information D. Fashion Trend
C. Business Environment 1360. Group interviews and focus groups are
D. none of above used to produce qualitative data. A group
normally consists of how many partici-
1356. Secondary research is very cost effec- pants?
tive for marketers because the data
A. Between 9-10
A. Is incomplete
B. Between 5-6
B. Is cheap to purchase
C. Between 3-4
C. Is specific
D. Between 11-12
D. Already exists
E. Between 6-8
1357. Tell whether the statement is True or
1361. Government Statistics, Annual Reports,
FalseSimply asking someone a question im-
Newspapers, Online Articles are examples
plies that the interviewer expects the re-
of:
spondents to have an answer. This may in-
duce respondents to answer the question A. Primary data
despite of complete lack of knowledge B. Secondary data
A. True C. Field research
B. False D. none of above

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1.1 MARKETING RESEARCH 141

1362. What is an example of marketing infor- B. Estimate of market potential predic-

mation that a business could gather by sur- tions about future environmental condi-
veying its customers? tions

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A. Planned product improvements C. Develop new products, develop new
price structure evaluate how your product
B. The company’s current market share
can perform better against competitors
C. Location of the company’s market
D. Who should be hired for promotional
D. Financial status of competitors product pushing
1363. Define the sampling plan in the stage E. Why? Who cares?
number when we will use surveys 1368. I am in the best class team
A. 1 A. Yes
B. 2 B. No
C. 3 1369. Bias is not a limitation of research.
D. 4 A. True
1364. interviewing the respondent inter- B. False
acts directly with the computer. 1370. what are the four (4) P’s of marketing
A. personal interview A. product
B. self-administered interview B. price
C. Computer interactive interviewing C. place
D. telephone interviewing D. promotion
1365. Tell whether the statement is True or 1371. scales include a graphic continuum
FalseThe choice of a data collection method anchored between two extremes.
is not a critical point in the research pro- A. Single-Item Scales
cess.
B. Category Scales
A. True
C. Graphic Rating Scales:
B. False D. Rank-Order Scale
1366. If the management decision problem E. Itemized Rating Scales
is:“Should a new product be introduced?”
1372. Hypothesis Research
determining the price elasticity of demand
and the impact on sales and profits of var- A. guide
ious levels of price changes is the most ap- B. change
propriate marketing research problem?
1373. This tier, makes sure that the brand’s
A. True name is different from all others in the cat-
B. False egory
A. Core Branding
1367. How can managers use market research
to identify and evaluate opportunities? B. Value Branding
A. understand different items to be dis- C. Mark Branding
played at Point of Sale D. none of above

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1.1 MARKETING RESEARCH 142

1374. In which step are the results organized 1378. The Fourth step of six steps in any mar-
into tables, charts, and graphs allowing keting research project is Data Preparation
you to compare data and Analysis
A. Define the problem A. True
B. Analyze the situation B. False

C. Develop data collection 1379. Answer:Of the following, this data col-
lection method tends to be very expensive
D. Gather and study info

NARAYAN CHANGDER
because of interviewers’ travel time and
E. Propose a solution mileage costs.
A. In-home, personal interview
1375. There are two basic types of informa-
tion source The Corporate In-house mar- B. Focus group
keting research department and the Exter- C. Mail Survey
nal distributors
D. none of above
A. true
1380. Which of the following is NOT a disad-
B. false vantages of secondary data?

1376. is not a qualitative research tech- A. The objectives, nature and methods
nique. used to collect the secondary may not be
appropriate to the present situation.
A. Word association
B. Secondary data may be lacking of ac-
B. Depth interview curacy
C. Conclusive research C. Secondary data collection may be ex-
pensive and time consuming
D. Focus group
D. Secondary data may not be completely
1377. DEFINITION OF MARKETING INVESTI- current or dependable
GATION
1381. What specific data about customers are
A. a systematic method for identifying usually included in a typical customer pro-
problems, disseminating and using infor- file?
mation aimed at improving the quality of A. Age, Income and Spending
decisions to be taken.
B. Age, Income and Health
B. a systematic method for identifying
C. Age, Income and Culture
problems, collecting, analyzing, dissem-
inating and using information aimed at D. Age, Income and #of family members
improving the quality of decisions to be
taken. 1382. when a product is sold from the man-
ufacturer to the end consumer, with no
C. a systematic method for identifying wholesale or retail companies in between
problems, collecting, analyzing, aiming to
A. direct competition
improve the quality of decisions to be
taken. B. empowerment

D. a systematic method for identifying C. direct distribution

problems, collecting, analyzing, D. convenience good

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1.1 MARKETING RESEARCH 143

1383. What is the role of surveys in market 1387. research is a qualitative research
research? technique where researchers observe par-
ticipants’ ongoing behavior in a natural sit-

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A. To gather data from a large number of
uation.
people
A. Interview
B. To analyze the financial status of the
company B. Observation
C. To evaluate the performance of the C. Focus Group
employees D. Survey
D. To assess the quality of the products
1388. This form of study is carried out when
1384. This is a small number of people who are the researcher does not know how and
brought together to discuss elements of a why a certain phenomenon happens.
specific issue or problem. A. Exploratory
A. Focus Group B. Causative
B. Observation C. Descriptive
C. Survey D. Objective
D. Test Market
1389. The data gathered from this kind of
1385. Which type of segmentation does research is called , because you are
Nora’s interest in painting as a hobby fall collecting it directly from people and it
under? reflects their current attitude or opinion
about food, atmosphere, and other top-
ics. Other examples of include ques-
tionnaires, interviews, and focus groups
or group interviews.
A. Primary Data
B. Main Data
C. Alternate Data
A. Geographic D. Secondary Data
B. Demographic
1390. The market research examines environ-
C. Psychographic mental factors and how they affect con-
D. Behavioral sumer behavior. What are they? (answer
may have more than 1)
1386. This helps to collect data from partici- A. The health of the economy and Legal
pants. environment
A. research approach B. Market trends
B. research instruments C. Technology and its influence
C. research design D. Cultural factors
D. none of above E. All answer is false

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1.1 MARKETING RESEARCH 144

1391. Each member of the population has a 1397. When applying the market research re-
chance of being selected as a participant sults all of the following apply EXCEPT?
of a study. A. Monitor changes carefully
A. Non-probability Sampling B. Higher profits indicate successful mar-
B. Probability Sampling ket research

1392. to arrange things in a systematic order, C. Additional research may be needed

to make something part of a system or D. Market segmentation will be com-

NARAYAN CHANGDER
classification, to categorize. pleted
A. Code Research Data 1398. is when interviewees are chosen
B. Marketing Information System randomly but a certain number of people
C. Customer Driven Information in specific categories must be chosen.
A. Random
D. Quantitative Research
B. Cluster
1393. An information derived from regular
C. Quota
scanning of certain sources
D. none of above
A. recurrent information
B. monitoring information 1399. Why is it important to define the prob-
lem in the marketing research process?
C. requested information
A. It helps in identifying the right re-
D. none of above
search methods
1394. A list of question to ask customers to B. It helps in increasing the sales of the
find out information. company
A. Survey C. It helps in reducing the production
B. Secondary data cost
C. Focus group D. It helps in hiring the right employees
D. none of above 1400. People having sent the customer survey
back are called
1395. Decide what the following sentence
refers to:“New and emerging markets”. A. Sample
A. strength B. Customers
B. weakness C. Respondents
C. opportunity D. Survey-senders
D. threat 1401. Market intelligence is concerned with
what?
1396. It is the process of choosing samples
from a population. A. The size and location of a market
A. Sample B. The competition and the segmentation
within the market for a particular product
B. Population or service
C. Sampling C. The size and location of a market, the
D. none of above competition, and the segmentation within

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1.1 MARKETING RESEARCH 145

the market for a particular product or ser- 1407. Metro Center mall conducts personal in-
vice. terviews with customers to find out why
no one visits this mall anymore.

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D. none of above
A. Primary
1402. What step is the following in the Mar-
B. Secondary
keting Research Process:Analyzing the
Data 1408. In creating this type of question the
A. 1 interviewer or the researcher has two
options, open-ended with no classifica-
B. 2
tion where the interviewer tries to record
C. 3 the response verbatim, and Open-ended,
D. 4 where the interviewer uses preceded clas-
sifications to record the response.
E. 5
A. closed or structured questions
1403. Mention three marketing research pro- B. open or unstructured
cesses!
C. dichotomous
A. defining the problem, alternative deci-
D. none of above
sions, research objectives!
B. overcome problems, develop prob- 1409. A clothing company contacts the local
lems, research objectives business development office for employ-
ment data. Which reasearch is this?
C. developing problems, alternative prob-
lems, research objectives A. Primary
D. none of above B. Secondary
C. Sales
1404. academic sources
D. Consumer
A. a type of primary data
1410. Of the following, it is the purpose of a
B. local libraries is an example
decision support system.
C. most of these resources are free
A. Gathering a random sample
D. only the first answer is not correct
B. Gathering competitive intelligence
1405. Which of the following is an example of C. Gathering and manipulating marketing
a primary data source: information
A. inventory reports D. none of above
B. survey 1411. The first textbook on marketing re-
C. sales reports search was publishedin 1930.
D. expense reports A. True
B. False
1406. Applied research is theory oriented
while basic research is practical oriented. 1412. Media research studies
A. True A. brand awareness
B. False B. advertising recall

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1.1 MARKETING RESEARCH 146

C. brand image B. An exploratory study of consumers to

D. effectiveness of advertising copy generalise the findings about their atti-
tudes towards social media advertising
E. all of the above and how they make purchase decisions.
1413. Open-ended questions C. A longitudinal study of consumers to
A. ask respondents to construct their track their attitudes towards social media
own response to a question advertising and their purchase decisions
at a given time.
B. ask respondents to choose answers

NARAYAN CHANGDER
from possibilities given on a questionnaire D. A cross-sectional survey of consumers
to measure their attitudes towards social
1414. Mail questionnaires can be used to col- media advertising and their purchase de-
lect amounts of information at a fairly cisions over time
cost per respondent. Explanation:The researcher could conduct
A. Small, high a causal study of consumers to test a hy-
B. Large, low pothesis about the relationship between
their attitudes towards social media ad-
C. Small, low vertising and their purchase decisions.
D. Large, high The researcher would establish a cause-
and-effect relationship between the two
1415. is when the survey questions mea- variables.In a cross-sectional study, the
sure what was intended to be measured researcher would only be able to mea-
A. Sampling Plans sure the relationship between the two
B. Reliability variables at a single point in time NOT
over time. In a longitudinal study, the re-
C. Incentive
searcher would be able to track the rela-
D. Validity- tionship between the two variables over
time NOT a single time. In an exploratory
1416. An exploratory investigation will be re-
study, the researcher would be able to
quired according to the nature of the prob-
learn more about consumers’ attitudes to-
lem, the degree of importance to the or-
wards social media advertising and how
ganisation and the degree of experience of
they make purchase decisions but NOT to
the researchers
draw a generalised conclusion.
A. True
1418. A marketing manager for a new so-
B. False
cial media app wants to understand how
1417. A marketing researcher is interested users’ attitudes towards the app change
in studying the relationship between con- over time. Which type of research design
sumers’ attitudes towards social media would be most appropriate?
advertising and their purchase decisions. A. Cross-sectional research
Which of the following research designs
would be most appropriate? B. Longitudinal research

A. A causal study of consumers to test C. Exploratory research

a hypothesis about the relationship be- D. Explanatory research
tween their attitudes towards social me- Explanation:Longitudinal research is the
dia advertising and their purchase deci- most appropriate research design for this
sions. scenario because it allows the researcher

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1.1 MARKETING RESEARCH 147

to track changes in users’ attitudes to- B. editing.

wards the app over time. Cross-sectional C. analysis.
research, on the other hand, would only

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allow the researcher to collect data on D. fieldwork.
users’ attitudes at a single point in time. 1424. Noah, Ethan, and Grace are planning a
field trip to the Village of Montgomery.
1419. Research that aims to test hypotheses
They are trying to understand the type of
and determine the influence between vari-
information they need to gather for their
ables?
project. What type of information should
A. Causal Research they focus on?
B. Descriptive Research A. Demographic
C. Exploratory Research B. Geographic
D. Survey Research C. Psychographic
D. none of above
1420. Which of the following is the most sig-
nificant reason why marketing research is 1425. It is the average of all the numbers
important to businesses? added up together and divided by the total
A. It improves financial management. number of items.
B. It contributes to business success. A. mean
C. It makes competitors take notice of B. median
the business. C. mode
D. It helps the business to base decisions D. none of above
on opinions.
1426. A group formed for the purpose of dis-
1421. What type of data is Qualitative data? cussing a specific topic
A. 1 out 3 students use red pens A. Marketing research
B. I think red pens are better B. Hypothesis
C. red pens are used by students C. External data

D. red is a colour D. Focus group

1427. Projective Techniques
1422. How could we describe marketing re-
search that is not influenced by bias, prej- A. Association
udice, or outside opinion? B. Completion
A. Reliable C. Exploratory
B. Objective D. Construction
C. Valid 1428. Human wishes will become require-
D. Cost Effective ments when there are:
A. Demand
1423. Checking the data collected for omis-
sions, legibility and consistency in classi- B. Product
fication is an example of: C. Shopping capacity
A. coding. D. Wish

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1.1 MARKETING RESEARCH 148

1429. The entity or element that is being stud- 1434. Respondents independently approach
ied in market research: a centrally located computer station or
A. unit of analysis kiosk, read questions off a screen and key
their answers directly into the station’s
B. research objective computer
C. secondary data
A. Computer-assisted personal interview-
D. primary data ing
1430. What is another on of the 5 steps of B. Computer-assisted self-interviewing

NARAYAN CHANGDER
marketing C. Fully automated self-interviewing
A. State your thesis
D. Computer-assisted telephone inter-
B. Test your thesis viewing
C. Solve Problem E. Fully automated telephone interview-
D. Define Problem ing

1431. Emma, Lily, and Ethan are discussing 1435. What is the purpose of Market re-
how technology has a strong impact on the search?
marketing strategy of their online store.
A. To develop a powerful marketing cam-
They believe that by using technology to
paign that persuade customers.
collect, handle, interchange, communicate,
analyze, personalize, and customize infor- B. To identify the size and the trend of the
mation, they can achieve cost reductions, market
more effective marketing procedures, and C. To create a unique selling point that dif-
improved customer satisfaction. Is their ferentiate the business form competitor
belief correct?
D. All of the above
A. True
B. False 1436. What does product research help with?
A. helps by identifying key issues and
1432. Ava, Evelyn, and Mason are discussing
avoiding costly mistakes
the recent changes in event trends. They
noticed that one type of event has in- B. helps consumer with product being
creased in popularity. Which event trend cheap
are they most likely talking about? C. What color you want your product to
A. Teleconferencing events be
B. Virtual/Hybrid events D. if you like pink or red
C. In-person events
1437. What are market researchers able to do
D. Lectures to determine the situation?
1433. What is another name for symbolic at- A. They can define the problem + see
tributes? what the opportunities are
A. Physiological attributes B. Recognize the alternatives
B. Social attributes C. Find out what information is needed to
C. Psychological attributes resolve the situation
D. Physical attributes D. all of the above

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1.1 MARKETING RESEARCH 149

1438. Market research is primarily used in 1443. A reseacher conducted a focus group to
Customer satisfaction studies understand the motives behind consumer
rejection for a brand’s previous collection.

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A. True
This researcher is collecting data
B. False
A. functional
1439. It is a study that can be conducted on a B. secondary
continuous basis and compared to a bench- C. historical
mark, previous ad campaigns, or competi-
tive advertising. D. primary

A. Advertising effectiveness 1444. Which of the following research strate-

B. Media selection gies uses concept testing?
A. Product research
C. Media campaign
B. Market intelligence research
D. none of above
C. Media research
1440. Disneyland often surveys its guests as D. Quantitative research
they exit a restaurant during their visit.
The surveyor stands at the restaurant exit, 1445. It is theoretical in nature and is con-
counts the number of people leaving, and ducted to advance marketing knowledge in
surveys every 25th guest. This is a form general or to verify a proposed marketing
of: theory or concept.
A. Simple Random Sample A. Applied Marketing Research
B. Stratified Random Sample B. Basic Marketing Research
C. Voluntary Response 1446. A clothing store asks if one is willing to
D. Systematic Random Sampling complete a short survey after visiting its
site. The survey illustrates a type of:
1441. How could you identify if a user pur- A. Sales research
chased a product after viewing a paid ad-
vertisement? B. consumer research
C. comparison research
A. using breadcrumbs
D. trade publication
B. using Google Ads
C. using Google Analytics 1447. What is the average number of children
living in each household?
D. conversion tracking
A. Demographic characteristic
1442. What is the purpose of marketing re- B. Geographic characteristic
search?
C. Psychographic
A. To create a business plan and solve
D. Behavioral
problems
B. To analyze financial data 1448. Seeks to quantify the primary data that
the researcher gathers for the purpose of
C. To manage human resources solving a specific problem, and in general
D. To develop new technologies a statistical analysis is applied.

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1.1 MARKETING RESEARCH 150

A. Qualitative Research B. history, law, religion, technology, legal

B. Quantitative Research politics, demographics

C. Marketing Research C. demographic, economic, social, cul-

tural, nature, technology, political law
D. Marketing Mix
D. none of above
1449. Which of the following is not a contact
1454. Can be used to uncover the variables at
method used in primary research?
work in a given situation

NARAYAN CHANGDER
A. Mail
A. Exploratory Research
B. Telephone
B. Descriptive Research
C. Personal
C. Casual Research
D. Research that has already been done
D. none of above
before
1455. Facts collected specifically for the prob-
1450. Causal research is used to lem at hand:
A. Quantify observations that produce in- A. decision problem
sights unobtainable through other forms
of research B. demographics

B. Find information at the outset in an un- C. unit of analysis

structured way D. primary data
C. Gather preliminary information that 1456. ways that a company can lower the cost
will help define problems per unit
D. cause-and-effect relationships A. empowerment
1451. What is validity? B. economies of scale
A. When the questions asked measures C. entrepreneur
what was intended to be measured D. target audience
B. When a research technique produces
1457. HOW MANY STEPS ARE IN THE MAR-
nearly identical results in repeated trials.
KETING RESEARCH PROCESS?
1452. and are considered the main A. 7 STEPS
parts of any research problem statement.
B. 6 STEPS
A. Board statement and scope/specific
C. 5 STEPS
problem
D. 4 STEPS
B. Design and approach
C. Surveys and focus groups 1458. The term “secondary analysis” refers
to the technique of:
D. Identification and definition
A. Analysing existing data that has been
1453. Mention the six main environmental collected by another person or organiza-
forces! tion
A. geography, history, law, religion, tech- B. Conducting a study of seconds, min-
nology, nature utes and other measures of time

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1.1 MARKETING RESEARCH 151

1459. The opportunities and threats are usu- D. Q-Sort

ally not presented in a table format.
1465. What is the name of an individual who

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A. TRUE
is asked questions in a survey?
B. FALSE
A. A sample
1460. a sample in which every element in the
B. A supplier
population has a known statistical likeli-
hood of being selected C. A respondent
A. Probability Sample D. none of above
B. Convenience Sample
1466. Establishes how variables are related to
C. Random Sample one another
D. none of above
A. Exploratory Research
1461. Significance of hypothesis is tested on B. Descriptive Research
level in Social Sciences.
C. Casual Research
A. 0.05
D. none of above
B. 0.01

1462. two students are watching the MTV 1467. Which of the following is a disadvan-
awards to see that the celebrities are tage of using survey research?
wearing to consider which styles of prom A. It is flexible
dresses might be in fashion this year.
What type of marketing method is this? B. It can be used in many situations

A. sales research C. It is best suited for collecting discrip-

tive data
B. consumer research
D. It takes a long time to collect the data
C. comparison shopping
D. tradepublication 1468. good problem statement criteria EXCEPT
1463. are data obtained (collected) for the A. Relevant
first time and used specifically for the B. Can be executed
problem or issue under study
C. Attract
A. primary data
B. secondary data D. Own problem

C. sample data 1469. A formalized set of procedures for the

D. point of sale data generation, analysis, storage and continu-
ous distribution of relevant information to
1464. This kind of scaling is more similar to the the decision makers in marketing
purchasing environment, it takes less time
and it eliminates intransitive responses A. Marketing Research

A. Paired Comparison B. MIS

B. Rank Order C. DSS
C. Constant Sum D. Parenting Matrix

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1.1 MARKETING RESEARCH 152

1470. What do researchers mean by “sec- 1475. Emma is working on a marketing project
ondary data”? for her company. How can she use tech-
A. Data collected after any research to nology to perform marketing tasks effec-
gather primary data tively?

B. Data collected specifically for the re- A. Conduct door-to-door surveys

searcher’s own study B. Utilize online marketing tools such as
C. Information from research already smart phones, CRM systems, and social
media

NARAYAN CHANGDER
conducted for another Correct! purpose
D. Data considered less important than C. Apply math algorithms
primary data D. Draw graphs to create a picture of
common trends
1471. There are two types of research, they
are quantitative and qualitative ones. 1476. Tell whether the statement is True
A. True or FalseModest interviewer compensation
and the problem of monitoring the activ-
B. False
ities of personal interviewers out in the
1472. This market segmentation method in- field, or telephone interviewers calling
volves targeting specific groups of people from their home, provide ample incentive
based on their lifestyles and interests. for cheating.

A. demographic A. True
B. geographic B. False
C. psychographic 1477. Which type of data set is expensive,
D. behavioral more time consuming and has a higher
level of control?
1473. All of the following represent examples
A. Primary data
of sources of secondary data EXCEPT:
A. trade organizations B. Secondary data

B. the Bureau of Census 1478. What is Quantitative Research?

C. the Internet A. Numbers(data) gathered with surveys
D. a and b above B. “Attitudes and Opinions”
E. experience surveys C. An Outside Source
1474. data D. none of above
A. information that you and a co worker 1479. Marketing dashboards help with inte-
discussed grating
B. group of people or target market on
A. data, processes and viewpoints
which research is done
B. information, opinion and anecdotes
C. pieces of information gathered during
research C. knowledge, beliefs and attitudes
D. none of above D. none of above

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1.1 MARKETING RESEARCH 153

1480. are marketing strategies to reduce de- D. Sample security:How to protect sam-
mand temporarily or permanently, not to ple data?
destroy the demand but only to shift it.

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1484. With respect to the sampling plan, three
A. Differential Marketing decisions must be made. The decisions
B. De-Marketing are:sampling unit-who will be surveyed?
C. Concentrated Marketing Sample size-how many people should be
surveyed? And
D. Organization Marketing
A. sample fees-how much does sampling
1481. It is important to perform a problem au- cost?
dit because DMs tend to focus on symp-
B. surveyor skills-who will conduct the
toms rather than on causes and in most
survey?
cases, has only a vague idea of what the
problem is C. sampling procedures-how should re-
spondents be selected?
A. True
D. sample supervisor-who will lead the
B. False
sampling effort?
1482. Indian Railways is a type of B2B cus-
1485. It is difficult and expensive to use a
tomer.
truly random sample and so many students
get other students to fill in questionnaires
for their university projects. What kind of
sample is this?
A. Quota sample
B. Convenience sample
C. Systematic random sample
A. Govt. organization in manufacturing D. Simple random sample
sector
B. Govt. organization in reselling busi- 1486. “Sampling” in research means
ness A. dividing the population into small
C. Private sector service firm groups
D. Govt. organization as a service firm B. pick the people I know from the whole
population
1483. In an American Airlines survey, should
C. picking a random group from the
the sampling unit consist of only first-class
whole population
business travelers, only first-class leisure
travelers, or both? Should it include trav- D. picking a representative group from
elers under the age of 18? Both travelers the whole population
and couples?, including
1487. It is the product’s physical dress
A. Sampling unit:Who should we survey?
A. Brand
B. Sample size:How many people should
we survey? B. Packaging

C. Sampling procedure:How should we C. Positioning

select respondents? D. Pricing

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1.1 MARKETING RESEARCH 154

1488. What kind of source is a small group or 1493. Monique calls a management meeting
focus group? to discuss why sales have been falling at
A. primary the company’s store on Main Street. She
begins byexplaining that the trend is just
B. secondary a symptom. What should the group do
next?
1489. Are used mainly to collect demo-
graphic and behavioral data when only A. Construct tables of data.
two answers logically exist. B. Test some hypotheses about the de-

NARAYAN CHANGDER
A. closed or structured questions cline.
B. open or unstructured C. Ask what is causing the sales to de-
cline.
C. dichotomous
D. Write a survey about the problem.
D. none of above
1494. A shoe company asks, “How much did
1490. superior qualities that are gathered in
you spend on new shoes last year?”
an individual or organization, and are
closely related to self-worth and reflect A. Demographic characteristic
ethics supported and lived by a good per- B. Geographic characteristic
sonality. referring to ethics?
C. Psychographic
A. honesty
D. Behavioral
B. integrity
C. respect colleagues 1495. process of summarizing, combining,
or comparing information so that decisions
D. Any form of intellectual property must can be made. This is where the decisions
be valued and intellectual rights re- are made for planning for the future as
spected. well as things like promotional budgets be-
ing constructed.
1491. Marketing research is important be-
cause A. Input
A. a business can increase market share B. Storage
B. a business can identify and evaluate C. Analysis
market opportunities D. Output
C. to find out what the consumer is think- E. Decision Making
ing
D. none of above 1496. When a study is undertaken to achieve
a specific purpose or result within the
1492. Which of the following is NOT part of framework of time & resources available
“Market Analysis”? is termed as-
A. Identify a need A. Scientific study
B. Examine competition B. Objective study
C. Develop GoToMarket strategy C. Applied research
D. Estimate growth potential D. Consumer market research

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1.1 MARKETING RESEARCH 155

1497. Rohan, a sports marketer, is planning a A. To understand the needs and prefer-
marketing campaign for a new basketball ences of the customers
shoe. He wants to target people based

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B. To increase the sales of the company
on their lifestyles and interest levels in
basketball. Which market segmentation C. To reduce the production cost
method is Rohan using? D. To increase the number of employees
A. Gender
1502. type of data obtained when one ac-
B. Demographics cesses databases on the Internet.
C. Geographics A. Primary
D. Psychographics B. Secondary

1498. By equipping its sales force with hand- 1503. Which marketing function can help busi-
held devices with barcode readers and in- nesses predict how much will be sold in a
ternet connections to speed inventory as- given period of time?
sessment, TaylorMade enables sales ex-
A. Distribution
ecutives to have significantly more time
to interact with their consumers. This is B. Marketing Information Management
an example of the use of technology to C. Selling
improve
D. Promotion
A. sales information system
1504. Respondents are more likely to give
B. group segmentation
answers in a mail questionnaire than an in-
C. competitive intelligence gathering terview conducted in person.
D. cookies A. Fales
1499. are those that have only one item B. Inaccurate
to measure a construct. C. Honest
A. Single-Item Scales D. Funny
B. Category Scales
1505. Surveys continuous
C. Graphic Rating Scales:
A. Tracking
D. Rank-Order Scale
B. Panel
E. Itemized Rating Scales
C. Omnibus
1500. How research will be conducted de- D. CAPI
pends on a business’s
1506. What is the final step in developing a
A. industry and resources.
market research project?
B. size and resources.
A. Collect Information
C. products and employees. B. Analyze Information
D. size and industry. C. Define the problem and research ob-
1501. What is the main objective of market re- jective
search? D. Present findings

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1.1 MARKETING RESEARCH 156

1507. is a set of related computer pro- C. Marketing measurement patterns

grams and the data required to assist with
D. Marketing control boards
analysis and decision-making with in an or-
ganization.
1512. Surveys, focus groups, customer inter-
A. Information system views conducted by a business are consid-
B. Decision support system ered
C. Marketing decision support system A. primary research

NARAYAN CHANGDER
D. none of above B. secondary research

1508. It examines the current marketing situa- C. qualitative research

tion faced by acompany or brand and then D. quantitative research
identify potential markets.
A. market analysis 1513. Tell whether the statement is True or
FalseIN THE SURVEY, THE INTERVIEWER
B. competitive analysis
DO NOT HAVE THEIR OWN ERROR.
C. test markets
A. True
D. none of above
B. False
1509. What marketing career involves deter-
mining why customers do what they do? 1514. What is the most dramatic global
A. Marketing research change that influence global factors?
B. Sales A. The internet
C. Distribution/Warehousing B. The mail
D. Advertising C. The iPhone
1510. What is database marketing also D. none of above
known as?
1515. Which of the following is not a reason
A. Opinion research
businesses use marketing research?
B. Customer relationship management
(CRM) A. identify potential new customers

C. Advertising research B. develop new, effective marketing

strategies
D. Market research
C. understanding existing customers
1511. This picture is
D. deciding how many staff to hire to man-
ufacture the goods

1516. Marketing research is process.

A. logical, lengthy and linear
B. fun, superficial and random
A. Type of request size C. systematic, critical and in-depth
B. The process of marketing research D. none of above

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1.1 MARKETING RESEARCH 157

1517. Which picture does not belong to the ma- A. exploratory research
jor environmental forces? B. descriptive research

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C. causal research
A.
D. objective research

1522. Gathering information, analyzing it &

B. using the info to make decisions
A. Market Research
B. Surveys
C. C. Observation
D. Marketing Mix

D. 1523. Which of the following are types of sec-

ondary search?

1518. Which of the following questions does a A. Websites, newspapers, books, arti-
well-written marketing research brief an- cles, magazines and census
swer? B. Questionnaires or surveys, observa-
A. Can we effectively enter a new mar- tions, interviews, trials and focus groups
ket? 1524. In a rapidly changing global picture, mar-
B. Why are sales decreasing? keters must observe six main environmen-
C. What is the purpose of the research? tal forces, including:

D. Did we achieve the desired outcome? A. Demographics, tourism, technology,

security, politics-law, economics
1519. The great drawback of DSS is that they B. Demographics, economics, social cul-
are very intensive, both in terms of their ture, nature, technology, and politics-law
day-to-day use as well as in their mainte-
nance C. Economy, social culture, security,
tourism, industry, demographics
A. True
D. Technology, nature, industry, demo-
B. False graphics, politics-law, economics
1520. He categorized brand loyalty into 4 1525. What form of data is relatively quick,
main categories namely the Cognitive, af- easy, and inexpensive to collect?
fective conative and action loyalty
A. Primary Data
A. David Aaker
B. Internal Data
B. Robert Zojanc
C. External Data
C. Richard Oliver
D. Secondary Data
D. none of above
1526. Which of the following it a form of Sec-
1521. The manipulation of one or more inde- ondary Research?
pendent variables is a characteristics of
which of the following types of research A. Consumer trials
designs? B. Observations

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1.1 MARKETING RESEARCH 158

C. CD/DVD C. Psychographic
D. none of above D. Behavioral
1527. A questionnaire which is conducted face- 1532. Secondary Data:
to-face with a respondent is an example of
A. Data obtained for the first time and
A. An unstructured interview used specifically for the particular prob-
B. A semi-structured interview lem or issue under study
B. Data already collected for some pur-

NARAYAN CHANGDER
C. A structured interview
pose other than the current study
D. A focus interview
C. This is the study of sales data
1528. Graham wants some quick, informal
D. The study conducted to determine the
feedback on his business ideas from
effectiveness of a company’s advertising
friends and family. His best option would
message and media placement
be:
A. Share a survey and invite comments on 1533. Primary focus of marketing research
Facebook A. Primary focus of marketing research
B. Hand a written questionnaire to local B. Obtaining info about customer behav-
shoppers ior, opinions, and plans
C. Send a mailing to 500 local residents C. Who uses marketing research
D. Commission a local market survey
D. Done via survey
agency
1534. In a research study, brand awareness
1529. Is answering questions about a ser-
and customer satisfaction are examples of
vice, productor business. Usually for an
types of
incentive
A. demographics
A. Observation
B. marketing research
B. Survey
C. Focus Group C. situation analysis

D. Experiment D. relevant variables

1530. What type of research is designed to ob- 1535. the step in the marketing research pro-
tain information on how people feel about cess in which researchers compile, analyze,
certain products, services, companies, or and interpret the data
ideas? A. identify the problem
A. Attitude research B. collect data
B. Market intelligence C. analyze the data
C. Media research D. take action steps
D. Product research
1536. What is qualitative data?
1531. What is your zip code? A. Data involving numbers
A. Demographic characteristic B. Data involving information with no
B. Geographic characteristic numbers

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1.1 MARKETING RESEARCH 159

C. Data with information that involves C. professionals

business’ marketing strategies D. product

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D. data involving colors
1542. A is a large group that includes ev-
1537. A questionnaire has when the ques- erything being studied.
tions asked measure what was intended A. Sample
to be measured.
B. Stratified Sampling Method
A. validity
C. Population
B. reliability
D. Voluntary-Response
C. range
D. accessibility 1543. Information already collected for an-
other purpose that can be used to solve
1538. Marketing research can help companies the current problem
decide A. primary research
A. What products to produce B. product research
B. What price to sell the products C. secondary research
C. Who is the target market for the prod- D. survey research
ucts
D. All of the above 1544. Which of the following is an example
of a business obtaining marketing informa-
1539. Marketing research should only be con- tion about consumers in a way that might
ducted once a year at a time predeter- be considered unethical?
mined by the company or business. A. Offering a free product in exchange for
A. True personal data
B. False B. Conducting a random survey

1540. A primary advantage of using internal C. Sending questionnaires to a specific

databases to store marketing information audience
is the ability to D. Developing a scientific experiment
A. Prepare formal sales presentations 1545. The last step in marketing research is
for customers
B. Write sales letters, proposals, and A. Identify the Target Market.
promotional copy
B. Analyze all of the data collected.
C. Produce customized questionnaires to
post online C. Propose a solution to the problem.

D. Sort and classify different types of cus- D. Gather all of the data.
tomer information very quickly 1546. Companies normally budget marketing
1541. Which of the following is not part of the research at of company sales.
marketing mix? A. 1% to 2%
A. price B. 2% to 3%
B. promotion C. 4%

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1.1 MARKETING RESEARCH 160

D. 6.5% 1552. Quantitative research answer questions

E. 10% to 12% such as this:
A. How many? or How much?
1547. Research design is the phase number B. Why? or How?
in the MR method
1553. Emma is conducting a research on the
A. 1
cultural background of people living in her
B. 2 city. Which type of segmentation is she

NARAYAN CHANGDER
C. 3 focusing on?

D. 4
E. 5

1548. If a marketing research firm were also

known as a field-service firm (e.g., it sells
its field interviewing services to other
firms), it would be called a A. Geographic
A. custom marketing research firm B. Demographic
B. syndicated-service research firm C. Pyschographic
C. specialty-line marketing research firm D. Behavioral
D. general-line marketing research firm 1554. This system helps managers assess
E. systematic marketing research firm their competitors and vendors in order to
become more competitive. The focus is
1549. A sample is a complete survey of an en- on converting information into intelligence
tire population, while a census gets infor- through analysis.
mation from a fraction of the population. A. Competitive Intelligence
A. True B. Primary Data
B. False C. Survey Research
D. Research Design
1550. What type of data is numerical?
1555. Ted is planning a new advertising cam-
A. Quantitative
paign for his company, a stable that offers
B. Qualitative private horse-back-riding lessons. Which
C. Primary of the following data would be most use-
ful for Ted’s marketing decision making:
D. Secondary
A. Sales volume data for the horse-racing
1551. The marketing research has a 6 steps, industry
What is the step number 4? B. Strengths and weaknesses of local
A. Make a decision horse veterinarians
C. Market share data for his company
B. Analyze the information
during the past year
C. Collect the information D. Demographic data for local dog and
D. Present the findings cat owners

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1.1 MARKETING RESEARCH 161

1556. Identified groups of consumers most C. Opportunities

likely to purchase your product or service D. Information

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A. target audience (market)
1562. Brandon lives in the hot Nevada desert
B. test markets where extreme weather conditions dic-
C. web analytics tate what types of products he purchases.
D. marketing research Which method would marketers be con-
scious of when promoting their merchan-
1557. Which of the following is NOT one of the dise in the region where Brandon lives?
most common forms of market research? A. Behaviorist
A. Surveys B. Psychographic
B. Experiments C. Demographic
C. Observation D. Geographic
D. Interviews
1563. Newspapers, Magazines, Journals,
1558. Which is NOT a benefit of a Personal In- Computer Databases, and the Internet are
terview? examples of
A. Establishes rapport A. Primary Data
B. Yields more in-depth information B. Secondary Data
C. Short duration to complete 1564. Which statements are true about sec-
D. Respondents can be carefully selected ondary data?

1559. Surveys, focus groups, market trips A. Past data

done during conducting a market report B. Low cost or free
are considered C. Lack of control over data quality
A. primary research D. All of the above
B. secondary research
1565. The observation method of collecting
C. qualitative research marketing-research data involves:
D. quantitative research A. Watching what customers do
1560. Who is an initiator? B. Test marketing new products
A. A person who comes up with the idea C. Conducting online surveys
of buying an item D. Calling customers on the telephone
B. A person who buys the product
1566. It identify how a product fits the needs
C. A person who makes the actual pur- of consumers and what changes need to
pose be made to the product to make it more
D. A person who does research attractive.

1561. Corporate research investigates and A. Product testing studies

(answer may have more than 1) B. Test markets
A. Data C. Target market analysis
B. Corporate reputation D. none of above

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1.1 MARKETING RESEARCH 162

1567. Continuous market research and ad hoc 1573. a direction of movement of consumer be-
market research are according to havior
A. The method of obtaining Information A. Trend
B. The type of information B. Fad
C. The nature of the information
1574. An approach where a phone call is made
D. none of above
to ask permission to mail or fax a ques-

NARAYAN CHANGDER
1568. What is the first step in the marketing tionnaire.
research process? A. Telephone Prenotification Approach
A. Defining the problem B. Lockbox Approach
B. Obtaining data
C. Drop-off Approach
C. Analyzing the data
D. none of above
D. Recommending solutions
1575. You create a survey to determine what
1569. Personal interviews can be conducted
other students like about your tote bag.
>
What type of research is this?
A. At home
A. Primary
B. In the office
B. Secondary
C. In public
C. Sales
D. All of the other answers are correct
D. Consumer
1570. What are facts obtained for the first
time and used specifically for the particular 1576. Focus groups is a group of chosen peo-
problem or issue under study ple express their thoughts of the research
A. Primary Data topic.
B. Media Research A. True
C. Secondary Data B. False
D. Product Research
1577. Modern facilities and devices are prod-
1571. How many steps are in marketing re- ucts of research that satisfies man’s
search process? needs.
A. 3 A. True
B. 4 B. False
C. 7
1578. This requires a systematic investigation
D. none of above
of consumer characteristics, experiences,
1572. Which data is less expensive to obtain? and behavior.

A. Primary Data A. quantitative research

B. Secondary Data B. qualitative research

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1.1 MARKETING RESEARCH 163

1579. Which one of the following scenarios 1584. Digital marketing requires that you
represents a marketing research study? know your consumer is doing
they’re doing.

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A. A survey is conducted in a theme park
to discover why attendance has dropped. A. what; and how
B. A focus group is held for a local soup B. why; what
manufacturer to decide what flavors they
C. how; anything
should develop.
D. where; what
C. All the answers are correct.
D. Doctors are interviewed about 1585. This involves the process and methods
whether a new facial plastic surgery tool used to gather information, analyze it, and
would work for surgery. report findings related to marketing goods
and services
1580. Secondary information that already ex-
ists in an organization’s “in-house” sys- A. Survey Creation
tem B. Marketing Research
A. Hypothesis C. Advertising Selection
B. Primary data D. Marketing Discovery
C. Internal data
1586. An approach designed to circumvent the
D. External data screens that receptionists and secretaries
set around busy executives
1581. Customer satisfaction after using the
goods depends on: A. Telephone Prenotification Approach
A. The price of that good is high or low B. Lockbox Approach
B. Consumer expectations about that C. Drop-off Approach
product
D. none of above
C. Comparison between consumer value
and product expectations. 1587. What do we call the systematic gather-
ing, recording, and analyzing of data about
D. Comparison between consumer value
a specific issue, situation, or concern.
and product perfection.
A. Marketing Concept
1582. What is the name of an individual who
is asked questions in a survey? B. Market Share

A. A supplier C. Marketing Research

B. A sample D. Marketing
C. A respondent 1588. The environment in which businesses op-
D. none of above erate is
A. Ever-changing
1583. Hypothesis which explain relationship
between two variables is B. Competitive
A. Causal C. Certainly
B. Descriptive D. Globalized

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1.1 MARKETING RESEARCH 164

1589. Is is possible for the research instru- A. The systematic and objective process
ment used to collect data to be reliable but of generating information to aid in making
not valid. marketing decisions
A. TRUE B. The system of finding the correct an-
B. FALSE swers to our objectives
C. Market Intelligence
1590. The countries unemployment rate is an
D. platform of marketing planning
external force impacting on which environ-

NARAYAN CHANGDER
ment? 1595. A company that focuses on research in
A. Economic its business activities is?
B. Political A. Line specialist marketing research
company
C. Social
B. Custom marketing research company
D. Environmental
C. Research companies syndicated with
1591. A function of marketing research allows services
data to be used to predict or forecast
D. National marketing research company
the results of a marketing decision or con-
sumer action. 1596. Which of the following is a disadvan-
A. exploratory function tage of cross-sectional research?
B. descriptive function A. It cannot establish a cause-and-effect
relationship.
C. diagnostic function
B. It can be expensive and time-
D. predictive function
consuming to conduct.
1592. Why might the results of marketing re- C. It is difficult to find a representative
search not be accurate? sample.
A. Market changes or Customers change D. All of the above.
their minds Explanation:Cross-sectional research has
B. Poorly worded questions all of the disadvantages listed above. It
cannot establish a cause-and-effect rela-
C. Asking the wrong questions tionship because it only collects data at a
D. Competitor comes out with product single point in time. It can be expensive
first and time-consuming to conduct, and it can
be difficult to find a representative sam-
E. People studied didn’t represent target
ple.
market
1597. Identify what factors of make or buy
1593. Which type of market research does sur-
decision to answer the following ques-
veys and questionnaires gather?
tion:Can the outside agencies provide the
A. Qualitative Research information more economically?
B. Quantitative Research A. Economic factors

1594. What is the definition of Market Re- B. Expertise

search? C. Special Equipment

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1.1 MARKETING RESEARCH 165

D. Political Consideration 1603. John is conducting a survey in his neigh-

borhood to understand their favorite ice
E. Legal and promotional consideration
cream flavor. This survey is an example

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1598. Which of the tasks below might be con- of
ducted by the researcher during the “prob- A. Primary data
lem definition” and the “development of
B. Secondary data
an approach to the problem” steps of the
marketing research process? 1604. process of analyzing company data to
A. analysis of secondary data find answers to questions

B. interviews with industry experts A. Data Mining

C. qualitative research B. Focus Group

C. Secret Shopper
D. all of the above
D. Interview
1599. Research is a cyclical process.
E. Survey
A. True
1605. can be gathered through probing
B. False (e.g. data such as people’s attitudes
or perceptions about something and their
1600. is an area of pretesting that is often opinion).
overlooked y the researchers.
A. Focus group discussion
A. variation
B. Quantitative data
B. meaning
C. Qualitative data
C. task difficulty
D. Ethnograph
D. response interest /attention
1606. An on-site member of the research team
1601. When evaluating the wording of a sur- intercepts and directs willing respondents
vey, the editor should make sure that each to nearby computers.
question contains A. Computer-assisted personal interview-
A. Advanced, highly technical vocabulary ing
B. Impressive but vague language B. Computer-assisted self-interviewing
C. Simple words without jargon C. Fully automated self-interviewing
D. Vocabulary with dual meanings D. Computer-assisted telephone inter-
viewing
1602. Zaxbys advertises through social me- E. Fully automated telephone interview-
dia, billboards, and television commercials. ing
Which marketing function is this?
1607. Joe, a manager, is wondering why sales
A. Pricing
are lower in a particular market segment.
B. Financing This is his
C. Promotion A. decision problem.
D. Product B. situation analysis.

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1.1 MARKETING RESEARCH 166

C. research objective. 1613. What is Primary Data?

D. research problem. A. Is data collected in books and newspa-
pers
1608. What is the purpose of research?
B. Is data on websites, newspapers, tele-
A. To increase understanding vision, fanpages
B. To ensure ethical behaviour C. All right
C. To make use of questionnaires D. Is unavailable data, collected for the

NARAYAN CHANGDER
first time for research
D. To formulate a research proposal
1614. Which of the following is the first step
1609. The type of information surveys collect
in the questionnaire design process?
isusually of types:
A. specify the information needed
A. Demographic
B. specify the type of interviewing
B. Quantitative data method
C. Attitudes C. determine the content of individual
D. Behaviour questions
D. decide on the question structure
1610. Who uses marketing research?
A. Small companies, large companies, 1615. The systematic gathering, recording,
nonprofit organizations, and government and analyzing of data about a specific is-
agencies sue, situation, or concern:
B. Only large companies A. demographics
C. Only small companies B. marketing research

D. Only nonprofit organizations C. situation analysis

D. relevant variables
1611. Attempting to find alternative solutions
to the problem is not a part of the research 1616. External sources of data are very im-
procedure. portant for the MIS. Which of the follow-
A. True ing may not be considered as an external
source of data?
B. False
A. National Press
1612. Alexa’s Boutique decided to change B. Euromonitor
their logo so that it would stand out and
appeal more to their target market. Which C. Sales Records
function of marketing is this? D. Hotel newsletter
A. Product
1617. Quantitative research is typically con-
B. Financing ducted on samples of people
C. Pricing A. large
D. Selling B. small

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1.1 MARKETING RESEARCH 167

1618. The basic issue that managers are facing B. It has greater flexability than mail
or the reason they believe that marketing questionnaires
research is needed: C. It has potential for interviewer bias

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A. decision problem D. It allows for further probative an-
B. research problem swers
C. situation analysis 1624. Which characteristics of useful market-
D. target market ing information is represented by the
statement “The benefits of using the infor-
1619. Which of the following statements are mation should be greater than the expense
TRUE about marketing research? of gathering data used to generate this in-
A. marketing research follows a pre- formation”?
dictable path. A. Timeliness
B. marketing research is systematic. B. Accessibility
C. marketing research can be planned. C. Relevancy
D. marketing research is a process D. Cost-effectiveness
E. all of the answer selections are true. 1625. Which of the following is the best con-
tact method?
1620. A specific type of interview that can be
A. Mail
given through a variety of sources
B. Telephone
A. Questions
C. Personal
B. Items
D. Online
C. Survey
1626. a business person sells products or ser-
D. Instrument
vices to make a profit
1621. What is the main focus of marketing re- A. convenience good
search? B. direct distribution
A. To manipulate consumer behavior C. business entrepreneurs
B. To maximize profits for the company D. diseconomies of scale
C. To gather information and make in-
1627. The research designs and procedures are
formed marketing decisions
replicated to enable the researcher to ar-
D. To ensure unethical and responsible rive at valid and conclusive results.
research conduct. A. True
1622. Market research focuses on B. False
A. operational needs of marketing 1628. examples of this are the company
B. analyzing markets records, government reports, information
from industry trade associations and other
1623. Which of the following is not an advan- business groups, research reported in mag-
tage of telephone interviews? azines, and studies completed by universi-
A. It is the best method for gathering in- ties and colleges.
formation quickly A. secondary data

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1.1 MARKETING RESEARCH 168

B. primary data 1633. What is secondary research?

C. purpose of marketing research A. Research carried out by or for the or-
ganization itself
D. marketing plan
B. It is carried out by means of vis-
1629. When Airtel buys soft drinks for its its/questionnaires
staff-cafeterias, it is a transaction. C. The research carried out by using in-
formation which has already been pub-

NARAYAN CHANGDER
lished by another party
D. It helps in increasing risks

1634. It is a collection data technique which in-

cludes watching how a customer acts in a
retail area, how he/she dresses up, and
what the customer says when he/she sees
A. B2C the product.
B. B2B A. Survey
1630. David assists a bride-to-be on helping B. Questionnaire
her pick out new clothing items for her C. Experimentation
upcoming honeymoon. Which function of
D. Observation
marketing is this?
A. Product 1635. occurs when individuals in a business
are given authority, trust, and encourage-
B. Selling ment to accomplish a task
C. Financing A. entrepreneur
D. Pricing B. economies of scale
1631. What is not an advantage of a question- C. empowerment
naire? D. extrinsic rewards
A. They are reliable 1636. This type of marketing research focuses
B. They are always up to date on smaller numbers of people and fo-
cuses on trying to answer questions about
C. They are accurate
“why” or “how”; generally relies on in-
D. They are published (normally for free) depth interviews

1632. Specify the measurement procedures is A. Exit polls

the step number in the Research design B. Quantitative research
definition C. Qualitative research
A. 1 D. Action research
B. 2
1637. The processing of gathered information
C. 3 should be based on identified objectives.
D. 4 A. Gather the data
E. 5 B. Analyze the data

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1.1 MARKETING RESEARCH 169

C. Recommend Solutions 1643. Sampling techniques that do not use

D. Apply the Results chance selection procedures and rely on the
personal judgment of the researcher are

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1638. What are the things that affect cus- called
tomer expanditure? A. probability sampling techniques
A. INCOME, SAVINGS, DEBT, AND CRE- B. non-probability sampling techniques
ATE
C. stratified sampling
B. SAVINGS, DEBT, AND CREDIT
D. cluster sampling
C. INCOME, SAVINGS, DEBT
D. INCOME, SAVINGS, DEBT, AND 1644. are from the methods used in quali-
CREDIT tative research.
A. Surveys
1639. What chapter in Marketing plan is done
after completing the other chapters. B. Interviews

A. Feedback and Control C. Experiments

B. Marketing Objectives D. Questionnaires

C. Marketing Budget 1645. It is an one-dimensional and unipo-

D. Executive Summary lar classification scale with 10 categories
numbered from-5 to +5, without a neutral
1640. Which of the following research leads to point (zero)
development of new theories or concepts? A. Likert
A. Applied research B. Staple
B. Fundamental research C. Physical Shape
C. Action research D. Semantic Differential
D. Experimental research
1646. The market research is divided into
1641. qualitative data broad categories the primary and sec-
A. data that is quality, not quantity ondary research. Primary research is com-
pany , it is the use of collected data.
B. facts and figures from which conclu-
sions can be drawn A. Collected and Group

C. provide insight into what people think B. Motivation and Group

about a topic C. Directed and Pair
D. none of above D. Directed and Self

1642. are used to identify the most appro- 1647. A business conducts marketing research
priate media to reach a specific target mar- when it needs to solve a problem or when
ket. it wants to
A. Media studies A. Analyze financing options
B. Advertising effectiveness B. Increase its sales staff
C. Marketing communications C. Coordinate activities
D. none of above D. Identify a new market opportunity

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1.1 MARKETING RESEARCH 170

1648. The main purpose of marketing research components of the marketing research
is to problem.
A. determine consumer behavior A. management problem
B. obtain information B. problem audit
C. forecast sales C. problem definition
D. determine the economy
D. none of the above

NARAYAN CHANGDER
1649. In planning marketing activities and in
marketing decisions, marketers use a vari- 1653. why is market research important?
ety of data gathered by a(n) A. Research is fun, easy and cheap so
A. Inventory control system even if nothing is learned, the experience
is good
B. Double-entry bookkeeping system
C. File of employee records B. Data generated by research can be
sold to make extra money
D. Marketing-information management
system C. By researching, people know mar-
keters care about them
1650. Marketing research is the function that
D. Without research data to base deci-
links the consumer, customer, and public
sions on, marketers are just guessing
to the marketer through,
A. information 1654. Jennifer notices that stock prices have
B. Sales been steadily increasing for several
months. How could this piece of data
C. Computer impact her marketing decision making?
D. All of the above
A. It tells her what her competitors are
1651. Novamalt Inc., a health drink manu- planning for the next quarter.
facturer, plans to introduce a new line B. It indicates that the economy is grow-
of women’s health drinks to the mar- ing, so marketing decisions might involve
ket. It engages specialized marketing re- expansion or growth.
search firms to forecast sales of these
products. Research companies analyze C. It helps her know which of her prod-
past customer purchasing behavior and ucts are the most profitable.
use time series analysis to create sales D. It helps her understand why cus-
forecasts. Which of the following informa- tomers are unhappy as well as what to
tion bases is used by the research firm in change in the future.
this scenario?
A. what people say 1655. An information derived from regular
scanning of certain sources
B. what people do
C. what people have done A. recurrent information

D. what people will do B. monitoring information

C. requested information
1652. is a broad statement of the general
problem and identification of the specific D. none of above

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1.1 MARKETING RESEARCH 171

1656. Which of the following best describes A. Market intelligence research

the relationship between internal and ex- B. Media research
ternal data:

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C. Product research
A. Internal data are more important than
external data. D. Qualitative research
B. External data are more important than 1660. Marketing research is the function that
internal data. links the consumer, the customer and the
C. Internal and external data should be public to the marketer through informa-
analyzed together. tion.
D. Internal and external data should be A. True
analyzed separately. B. False
1657. “Relates to data preparation includes 1661. The town of Riverview has three candy
the editing and understanding of the data. stores. One of them, Lola’s Candy Co.,
It is crucial in ensuring accuracy of findings, sold 1, 000 of the 10, 000 chocolate
and presenting it an understandable way bars purchased in Riverview in a quarter.
for a decision making process later.” This Lola’s Candy Co. has
statement refers to stage of market-
ing research. A. a 50% market share.
A. problem definition B. a 10% market share.
B. research approach C. a competitive advantage.
C. data collection D. quarterly record sales.
D. data analysis 1662. Molly is a researcher studying customer
behavior at a local butcher shop. She
1658. Utilizing research from?
stands near the meat counter for two
hours, timing how long each customer
spends at the counter. What research
method is Molly using?
A. Interview
B. Observation
C. Experiment
D. Survey

1663. involves the process and methods used

A. Risk research to gather information, analyze it, and re-
B. Observation research port findings related to marketing goods
and services
C. Ethnography research
A. primary data
D. Surveys research
B. obtaining data
1659. Which of the following research strate-
gies is concerned with the size, location C. marketing research
and competition within a given market? D. point of sale research

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1.1 MARKETING RESEARCH 172

1664. includes all other errors associated C. Market

with a research project
D. Segments
A. sampling error
B. non-sampling error 1670. Designing a research plan calls for deci-
sions on all of the following EXCEPT
C. total error
A. drafting research objectives
D. none of above
B. data sources

NARAYAN CHANGDER
1665. Once the decision has been made to un-
C. research approaches
dertake MR, initial circumstances can be
encountered D. research instruments
A. the company possess the necessary E. sampling plans
resources to have its own internal market
research department 1671. Marketing Research is a systematic
method of
B. the company may turn to organisations
that provide market research A. Collecting

1666. Applying the Results is: B. Recording

A. Eating C. Analyzing
B. Doing something to solve the problem D. a, b, & c
C. Doing something to not solve the prob-
1672. Of the conditions listed below, which
lem
condition does not necessarily have to be
D. Not solving the problem satisfied for voluntary exchange to still
take place:
1667. Quantitative research gathers data that
will generally be A. There must be at least two sides
A. numerical B. There must be an exchange of money
between the two parties
B. a participants thoughts and opinions
C. Each party must be able to communi-
1668. Which of the following is the last step cate and deliver
in the market research process?
D. Each party is free to accept or reject
A. Collecting the Data the other party’s proposal (offer).
B. Identifying the Design
E. Each party believes that dealing with
C. Analyzing and Interpreting the Data the other party is reasonable.
D. None of the Above
1673. This marketing research firms have the
1669. analysis is a method of examining capability of conducting all types of re-
content in blogs, tweets, and other online search.
media (other than news media) such as A. Full service agency
Facebook posts to determine what people
are thinking at any given time. B. Boutique firms
A. Marketing C. In-House marketing research
B. Sentiment D. none of above

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1.1 MARKETING RESEARCH 173

1674. Research to obtain information about 1680. Which of the following is not a part of
how people feel about products, business a Sampling Plan?
or ideas

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A. Sampling unit
A. Media B. Sample size
B. Product C. Sampling proceedures
C. Attitude D. Consumers tasting product samples
D. Marketing
1681. One of the main characteristics of a the
1675. What kind of association is depicted focus groups attendees, is to compose a
in the following hypothesis? ‘Crime (X) group, to ensure the success of the dis-
varies with migration (y). cussion.
A. X depends on y A. homogeneous (similar in their charac-
teristics)
B. y depends on X
B. randomly chosen
1676. A research programme which involves C. royal customers
mailing out a questionnaire on behalf of
several companies is an example of D. young aged customers
A. Qualitative research 1682. A proposed explanation for something
B. An omnibus survey A. Focus group
C. Secondary research B. Internal data
D. Primary research C. Hypothesis

1677. What kind of source is an interview? D. Marketing research

A. Primary 1683. refers to gaining respondent’s coop-

B. Secondary eration regarding the data collection pro-
cess.
1678. What is the most popular data collection A. request for cooperation
method?
B. identification data and occupation
A. Causal Research
C. instruction
B. Exploratory
D. information sought
C. Survey
E. classification data
D. Observation
1684. Marketing Research is used to learn
1679. Marketing research helps the firm ac- more about
quire a better understanding of ;
A. Consumer
A. Customer needs
B. Market
B. The competition
C. Consumer & Market for decision mak-
C. The share of competitors ing
D. All of the above D. Government policy

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1.1 MARKETING RESEARCH 174

1685. Pieces of information collected directly 1690. Define ‘primary’ data

by an individual or organization. A. Data collected from the internet
A. dating B. Data collected using other forms of
B. Focus media
C. Primary Data C. Data collected through questionnaires,
interviews and observations
D. Social Trend
D. Data not yet published
variables are variables that are ma-

NARAYAN CHANGDER
1686.
nipulated by the researcher and whose ef- 1691. Discovering new information in your
fects are measured and compared LHS survey is called
A. Dependent A. Consumer Research
B. Interdependent B. Primary Research

C. Extraneous C. Secondary Research

D. Interdependent D. Marketing Research

1692. What kind of source is a door to door
1687. The advantages to secondary data are
interview?
A. primary
A. That it is never old.
B. secondary
B. That it is collected by surveys that you
create. 1693. an example of qualitative research
C. That it is quick and easy to study. A. interview
D. That it has been collected for the pur- B. survey
pose of your problem or goal. C. measuring samples
1688. To consider before carrying out a Mar- D. laboratory work
keting Research
1694. Identify what factors of make or buy de-
A. Time limitations cision to answer the following question:Is
B. Data availability it absolutely essential that the research be
kept as a secret?
C. Geographical scope
A. Administrative Facet
D. Cost-Benefit
B. Expertise
E. Nature of decision
C. Confidentiality Requirement
1689. A pattern of change in consumer behav- D. Political Consideration
ior that leads to changes in the market-
E. Legal and promotional consideration
ing mix. Often combines research on cus-
tomers, competition, and possible opportu- 1695. This is simply a collection of related in-
nities. formation about a specific topic.
A. Primary A. database
B. Marketing trend B. data group
C. Secondary data C. data key
D. Focus group D. databomb

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1.1 MARKETING RESEARCH 175

1696. A scale whose numbers serve only as C. Market Research

labels or tags for identifying and classify- D. Sampling
ing objects with a strict one-to-one corre-

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spondence between the numbers and the 1701. It is the first step in the marketing re-
objects is called a(n) search process.
A. nominal scales A. Data collection
B. ratio scales B. Data analysis
C. ordinal scales C. Problem Identification
D. interval scales D. Data reporting

1697. Which are the two cases in which re- 1702. Expert information is obtained by un-
search is not expected to be immediately structured personal interviews without ad-
used for decision making? ministering a formal questionnaire
A. Abstract research, primary research A. True
B. Basic research, methodological re- B. False
search
1703. How many steps in Market Research
C. “Backward” market research, Process?
crossed market research
A. Three steps
D. Inverse research, concave research
B. Four steps
1698. Which of the following is the final step C. Six steps
of the marketing research process?
D. Seven steps
A. developing the research plan
B. implementing the research plan 1704. “XYZ brand was facing a problem with
their jeans pants and lots of after sale com-
C. interpreting and reporting the findings plains and dropping of sales. The brand de-
D. selecting a research agency cided to buy samples of jeans pants from
leading brands in the market to compare
1699. Defines the size and location of a mar- and check the differences and find the prob-
ket lem in their own jeans” This technique in
A. Market intelligence research market research called
B. Defines the size and location of a mar- A. observation
ket B. focus groups
C. Also known as opinion research C. studying samples
D. A statement, not a question D. like-to-like comparison

1700. is the selection of the best possible 1705. In a customer feedback survey, cus-
alternative from among the various alter- tomers are asked to rate the quality of the
natives solutions available to a given prob- restaurant’s food based on a scale. What
lem. type of question is this?
A. Decision Making A. Yes/No
B. Business Research B. Multiple choice

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1.1 MARKETING RESEARCH 176

C. Rating scale questions 1711. Elijah, Aiden, and Benjamin are work-
ing on a marketing project for a sports
D. none of above
and entertainment company. They need to
1706. This is a non probability sample selected appeal to potential customers who have
from members of the population that are which resource?
easy to access for research. Example fam- A. Past experience
ily, friends
B. Athletic ability
A. Convenience sample

NARAYAN CHANGDER
C. Leisure time
B. random sample
D. Disposable income
C. probability sample
1712. The entrepreneur should the market-
D. Data Sample
place to identify factors that could influ-
ence product decisions.
1707. A local McDonald’s franchise observes a
decrease in their drive-through sales dur- A. Walk through
ing the lunch hours (12-2pm). B. Discover
A. Define the problem C. Survey
B. Apply results D. Scan
C. Obtain data
1713. Ricardo conducts a survey to learn
D. Analyze data where consumers get information for buy-
ing used cars. This is an example of
1708. The research objectives are closely
linked to the management decisions taken A. both market research and marketing
based on the research research
A. True B. marketing research only
B. False C. market research only
D. secondary research
1709. A type of memory error where some-
thing is reported as more like the usual or 1714. Review of Literature means
the expected or the norm
A. Study of future data
A. Averaging
B. Study of present data
B. Telescoping
C. Study of past data
C. Omission
D. none of above
D. none of above
1715. only language used in this class
1710. Collecting and processing information
A. Persian
for specific purposes produces incremental
advantages. B. Mandarin
A. True C. English
B. False D. French

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1.1 MARKETING RESEARCH 177

1716. Advantages of this type of data collec- 1720. What is a example of validity?
tion include relatively low cost, the elim- A. A set of questions fully answering
ination of interviewers and field supervi-

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what the business wants to know about a
sors, and centralized control. But it suf- target market
fers from at least two significant limita-
tions:slow and low response rates. B. A set of questions that are poorly writ-
ten
A. Mail Survery
C. A set of questions that vaguely answer
B. At Home the companies question
C. Executive interview D. A long survey asking the consumer ran-
D. none of above dom questions

1721. It is possible to identify or classify ob-

1717. Which of a following is NOT a reason
jects, organize them and compare the in-
businesses conduct marketing research?
tervals or the differences.
A. Nominal
B. Ordinal
C. Interval
D. Ratio

1722. What does Marketing Research involve

A. Involves opinion research designed
A. Identify marketing opportunities
to obtain info on how people feelabout
B. hire a new marketing director things
C. solve marketing problems B. Involves evaluating product and pack-
age design, usage, etc of new, existing or
D. monitor marketing performance
competing products
1718. Social media advertising effectiveness C. Involves the process and methods
is measured based on used to gather information, analyze it, and
report findings related to marketing
A. social listening
D. Involves using existing or new mar-
B. website visits due to social media cam- ket data (sales forecasting, targetmarket,
paign competition, economic forecasting)
C. sales
1723. Sarah conducted a taste test for a new
D. all of the above soda flavor 5 times, and each time the ma-
jority of participants preferred the new fla-
1719. Hypotheses means vor. This indicates her test has
A. Selection A. Reliability
B. Analysis B. Validity
C. Assumption
1724. William, Noah, and Aria are having a de-
D. Interpretation bate. William thinks that Chips Ahoy! are

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1.1 MARKETING RESEARCH 178

better than Oreos. What type of segmen- B. They provide information about beliefs
tation is William using? and attitudes.
A. Demographic C. They uncover patterns of ideas from
B. Geographic open-ended conversations.
C. Psychographic D. People are likely to say what the re-
D. none of above searcher wants to hear.

NARAYAN CHANGDER
1725. what picture is this? 1730. What is the management process re-
sponsible for identifying, anticipating, and
satisfying customer requirements prof-
itably?
A. Marketing
B. Market
A. Market share C. Marketing objective
B. Market demand function D. Marketing function
C. Fluctuation
1731. When you paraphrase
D. S curves
A. You summarize the main idea of some-
1726. What is information collected about thing in your own words.
opinions and views called?
B. You write exactly what the author said
A. Quantitative data
and add quotation marks.
B. Qualitative data
C. You give credit to yourself for the idea.
C. Segmentation
D. none of above
D. none of above
1727. The information required is clearly es-
tablished 1732. Secondary data are
A. Secondary A. Collected mostly via surveys
B. Exploratory B. Expensive to obtain
C. Conclusive
C. Never purchased from outside suppli-
D. Longitudinal ers
1728. Focus groups are what type of re- D. Always necessary to support primary
search? data
A. Quantitative research E. Not always very usable
B. Qualitative research
1733. I found a letter to one of my friends in
1729. Which of the following is an advantage the locker room after school the other day.
of gathering data with surveys? I know it’s private, but I want to read it!
A. They tell what people actually do. What is the letter?

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1.1 MARKETING RESEARCH 179

1738. Which of the following are part of busi-

ness idea validation (check all that apply):

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A. People Need This?
B. How Many Can I Sell?
C. What is my promotion strategy
D. Is There Profit In This?
A. Primary E. What Do I Need To Make This Happen?
B. Secondary 1739. The particular group of customers a busi-
ness seeks to attract:
1734. It is a sampling method in which not all A. unit of analysis
members of the population have an equal
B. research objective
chance of participating in the study. It has
the risk of bias. C. target market
A. Probability Sampling D. research problem

B. Non-Probability Sampling 1740. form the major portion of the ques-

tionnaire. This refers to the items relating
1735. This type of marketing research focuses to the actual area of the study.
on collecting data about product design, A. request for cooperation
package design, product usage, and con- B. identification data and occupation
sumer acceptance of new and existing
products. This form of research can also C. instruction
be used to gain information about competi- D. information sought
tor’s products. E. classification data
A. Attitude research 1741. When developing a sampling plan for
B. Media research a marketing-research project, a business
must first determine
C. Product research
A. The size of the group it intends to sur-
D. Customer research vey
B. The validity of the information
1736. Cross sectional research design is in-
cluded in C. How the researcher should code the
responses
A. Descriptive
D. How to predict the sample group’s re-
B. Conclusive sponses.
C. Causal 1742. The numbers show the relative position
D. Longitudinal of the objects, but not the magnitude of
the differences between them
1737. Businesses carry out market research to A. Ordinal
save money B. Nominal
A. True C. Interval
B. False D. Ratio

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1.1 MARKETING RESEARCH 180

1743. The statement of an research problem 1748. All of the following are tips for remem-
or objective is often the of the market bering reasons for unethical marketing re-
research process. search except
A. Hardest A. damage.
B. Easiest B. deceitful.
C. Shortest
C. diligence.
D. Longest
D. disclosure

NARAYAN CHANGDER
1744. What type of data is compiled for some
purpose other than the current investiga- 1749. A focus group was held by a research
tion? firm to determine how consumers felt
A. Quantitative about the advertisement message. What
type of research is this?
B. Qualitative
C. Primary A. Product and Media

D. Secondary B. Media and Attitude

1745. What is the final step in the marketing C. Attitude and Sales
research process? D. Product and Sales
A. Applying the results
1750. Ethan prefers Dunkin’ Donuts over Star-
B. Defining the problem
bucks. Maya, on the other hand, likes
C. Obtaining data Starbucks more. Nora is unsure. Based on
D. Analyzing the data their preferences, what type of segmenta-
tion is this?
1746. Personal interviews generally cost
about times as much as telephone in- A. Demographic
terviews. B. Geographic
A. Two
C. Psychographic
B. Ten
D. none of above
C. Five to six
D. Three to four 1751. A measuring scale must be reliable and
valid
1747. stimulating and highly educational
technique to gather information from ex- A. True
isting and potential customers using sam- B. False
pling methods and sending out online sur-
veys, online polls, questionnaires etc., the 1752. What does a market segment identify?
results of which can be analyzed using sta-
tistical methods. A. All products in the market
A. Quantitative Research B. Competitors
B. Primary Research C. Groups of people with similar buying
C. Secondary Research habits
D. Qualitative Research D. none of above

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1.1 MARKETING RESEARCH 181

1753. What is the department or function A. Cluster.

within a business which is responsible for B. Random.
carrying out marketing activities with the

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aim of selling products and services? C. Stratified.
A. Human resources function D. Quota.

B. Finance objectives 1759. Jane is hired to act as a customer to ob-

C. Marketing function serve the sales personnel in a bridal shop.
This is an example of:
D. Operations function
A. survey research
1754. Methods in research design in research B. experimental research
refers to
C. observational research
A. the various tools used to collect data
for an exact research D. secondary data research

B. the statistical analysis for the data col- 1760. Pluralists views of marketing research
lected are influenced by
C. the ways to document data from the li- A. post-modernism
brary B. post-positivism
D. the ways sampling is done in research C. both post-modernism and post-
1755. Exploratory and Inclusive are two types positivism
of Market Research D. none of above
A. True 1761. What type of marketing research is
B. False this?* Gathers information from large
numbers of people. Relies heavily on sur-
1756. Which of the following the first step in veys or questionnaires to obtain informa-
Marketing Research Process? tion.
A. Collect primary data A. Quantitative Research
B. Plan the research design B. Qualitative Research
C. Prepare and present the report
1762. Which of the following research meth-
D. Specify sampling procedures ods is an appropriate way to gather mar-
E. Identify and formulate the problem keting information when quick responsive-
ness and low costs are important issues?
1757. products that last for a long time
A. Face-to-face interviews
A. durable goods B. Test marketing
B. impulse goods C. Internet survey
C. nondurable goods D. Field experiment
D. specialty goods
1763. is undertaken to help identify prob-
1758. Which method gives each member of the lems that are perhaps not apparent on the
public an equal chance of being selected as surface and yet exist or are likely to arise
part of a sample? in the future.

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1.1 MARKETING RESEARCH 182

A. Problem identification research B. investigating and searching for op-

B. Segmentation research tional solutions for a current defined prob-
lem
C. Problem-solving research
C. investigating the new problematic cus-
D. Marketing information systems tomer trends
1764. Abigail is conducting a survey to under- D. investigating the new problematic
stand the different types of jobs people market trends
have in her neighborhood. Which segmen-

NARAYAN CHANGDER
1768. Information gathered on opinions,
tation method is she using? thoughts and feelings is

A. Qualitative
A. Geographic B. Quantitative
B. Demographic
1769. What are the two major categories of
C. Psychographic marketing research?
D. Behavioral A. Primary and Secondary

1765. A retail sales manager reviews the logs B. Products and Services
at the end of thday. What kind of market- C. Surveys and Focus Groups
ing method is this? D. Planning and Strategies
A. Sales research
1770. What is the average income of a 2-
B. consumer research person household?
C. comparison shopping A. Demographic characteristic
D. consumer publication B. Geographic characteristic
1766. DSS components C. Psychographic

A. Results management system D. Behavioral

B. Model management system 1771. What is the definition of market re-

search?
C. Data management system
A. Researching utilized products to in-
D. User interface or dialog generator
crease sales and profits
1767. “Problem-Identification” research is B. Determining the market size and
concerned with growth potential of a company
A. investigating and searching for what C. Gathering and analyzing information
may be the problem facing or will face the and report findings related to marketing
brand goods and services.

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1.1 MARKETING RESEARCH 183

D. Identifying potential buyers by re- 1777. If the management decision problem

searching consumer behavior is:“Should we change the content of the
advertising?” what is the most appropri-

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1772. Process of gathering, analyzing, and ate marketing research problem?
interpreting information about a market,
product or services to be offered for sale A. Determine the price elasticity of de-
in a particular market condition. mand and the impact on sales and profits
of various levels of price changes
A. Marketing
B. Determine consumer preferences and
B. Marketing Segmentation purchase intentions for the proposed new
C. Marketing Analysis product
D. Marketing Research C. Determine the effectiveness of the cur-
rent advertising campaign
1773. Which of the following is NOT consid- D. Determine the impact of new distribu-
ered external data? tion outlets
A. Customer comments Explanation:This is about Promotion (ad-
B. Computerized databases vertising)

C. Published materials 1778. One of the phases in “Bridging Knowl-

edge Management Life Cycle Theory and
D. Syndicated services
Practice” which is a link from upstream
1774. The specific group of people you wish to to downstream in putting knowledge into
draw into your restaurant, such as teens, practice, namely
families, or those interested in a particular A. Learning (Learn)
theme that you will focus your marketing
B. Using
efforts on.
C. Share
A. Target Market
D. Saving (Store)
B. Market Share
1779. Julia uses three pregnancy tests of the
C. Market Area
same brand to find out whether she is
D. Target Profit pregnant or not. Results are shown below.
Pregnancy test 1 results:Pregnant Preg-
1775. Nonprobability samples are the basis of
nancy test 2 results:Not pregnant Preg-
much marketing research because of this.
nancy test 3 results:Pregnant Based on
A. lowers cost these results, indicate whether the preg-
B. raises cost nancy test is reliable or valid.
A. Reliable and valid
1776. The aim of exploratory research is to ex-
amine a problem or situation in order to B. Reliable but not valid
provide knowledge and understanding of C. Not reliable but valid
it and extend the object of study D. Not reliable and not valid
A. Secondary
1780. You cannot conduct a survey over the
B. Exploratory telephone.
C. Descriptive A. True
D. Longitudinal B. False

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1.1 MARKETING RESEARCH 184

1781. Sizing the opportunity requires the fol- 1786. Insights from Instagram about a com-
lowing parameters (check all that apply) pany’s social media advertisements is an
example of research.
A. Number of people who can buy
A. Product
B. Cost of the product
B. Sales
C. Price of the product
C. Media
D. Number of times they will buy per year
D. Qualitative

NARAYAN CHANGDER
E. Channels that product will be sold
through 1787. The research term indicating that un-
known variables may be influencing the
1782. These types of questions allow re- relationship between the independent and
spondents to construct their own an- dependent variable is known as
swer/response A. extraneous variable
A. Multiple choice B. internal variable
B. Open-ended
1788. What type of data below is Quantita-
C. Short answer tive data?
D. Forced-choice A. I feel annoyed
B. 2 out of 5 students had red pens
1783. are the most costly form of data col-
lection. C. students used red pens

A. Telephone interviews D. red pens are used by students

B. Mail surveys 1789. A teacher hands out an index card and

asks ALL of her students to write down
C. Personal interviews
the following information:age, height (in
D. E-mail surveys inches), and what grade they are in. Which
of the following best describes her method
1784. You are reading an article in Advertisin- of data collection?
gAge magazine about the latest marketing A. Census
trends. This article is an example of
B. Simple Random Sample
A. Primary data
C. Cluster Random Sample
B. Secondary data
D. Stratified Random Sample
1785. What is defined as a detailed explana- 1790. His model is used to give the needed in-
tion of features, characteristics of subject sightful directions to answer our questions
matter, something seen / heard / experi- on how to correctly research into brand eq-
enced? uity building
A. Descriptions A. David Aaker
B. Decision making B. Robert Zojanc
C. Explanation C. Richard Oliver
D. Predictions D. none of above

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1.1 MARKETING RESEARCH 185

1791. The is a comprehensive examination 1796. What are examples of Attitude Re-
of a marketing problem with the purpose search or Opinion Research?
of understanding its origin and nature.

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A. Satisfaction studies through mail sur-
A. management problem veys
B. problem audit B. Opinion polls for politics
C. problem definition C. Focus groups
D. none of the above D. All of the above
1792. Attitude research 1797. Which of the following would you ex-
A. Determines overall consensus/feeling pect to produce qualitative data?(select all
about an upcoming election that apply)
B. Gathered through a focus group or in- A. questionnaire
terview B. Focus group
C. Also known as opinion research C. interview
D. A “limited time only” product would be D. survey
an example of
1798. A local ACE Hardware owner purchases
1793. Imagine you are a product manager at demographic data regarding population,
a tech company. You decide to gather a housing, education, and income from Mar-
group of 8-12 users to evaluate a new fea- keting Systems, a business information
ture in your app. This is known as a focus company
group.
A. Primary
A. True
B. Secondary
B. False
1799. provide diagnostic information
1794. What is reliability? about how and why we observe certain
A. A set of questions fully answering effects in the marketplace, and what that
what the business wants to know about a means to marketers.
target market
A. Marketing insights
B. When a research technique produces
B. Marketing metrics
results that are not correlated
C. Marketing diagnostics
C. When you can count on a company to
perform well in the upcoming year D. Marketing intelligence
D. When a research technique produces E. Marketing-mix models
nearly identical results in repeated trials
1800. Which of the following is NOT recog-
1795. Surveys and/or questionnaires are nized as a classification for the various
used to find out method of collecting survey data?
A. demographic information A. telephone interview
B. psychographic information B. mail interview
C. geographic information C. observational interview
D. all of the options D. electronic interview

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1.1 MARKETING RESEARCH 186

1801. Secondary sources can be divided into A. Brand Awareness

government data sources, private data B. Perceived Quality
sources and internet data base.
C. Brand Loyalty
A. True
D. Other Proprietary
B. False
1807. It is a type of probability sample in
1802. Research design is:
which every element of the population has
A. The procedures that will be used to col- an equal chance of being selected as a part

NARAYAN CHANGDER
lect data of the sample.
B. Overall structure of the research A. Random Sample
C. Predicts future phenomena B. Convenience sample
D. Less associated with technology C. Data Sample
1803. This type of sampling procedure gives D. Research Sample
equal chances to the members of the popu-
lation to be part of the sample. It is done 1808. A direct quote includes
in a random way. A. the author’s EXACT words.
A. Probability Sampling B. the author’s words with small changes
B. Non-Probability Sampling to make it sound like someone else.

1804. A company wants to know about the 1809. A sample frame is a unit of population
type of consumers in terms of demographic chosen during the sampling process.
factors like age, income, occupation, gen-
A. True
der who are using its brand in a particular
market. What kind of research the com- B. False
pany should consider doing?
1810. TOWS Matrix, a matching process must
A. Exploratory research be done to complete it. After doing the
B. Problem research matrix, the marketing objectives and ac-
tivities must be identified.
C. Descriptive Research
D. Basic Research A. TRUE
B. FALSE
1805. Exploratory research
A. According to the method of obtaining 1811. Identify what factors of make or buy
information decision to answer the following ques-
tion:Are current workloads and time pres-
B. According to the type of information
sure preventing the completion of the
C. According to the nature of the informa- needed research?
tion
A. Administrative Facet
D. According to the purpose of the infor-
B. Expertise
mation
C. Confidentiality Requirement
1806. Is the result of a comparison between
the expectations of the customer and D. Political Consideration
his/her real life experiences. E. Legal and promotional consideration

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1.1 MARKETING RESEARCH 187

1812. The marketing department of a leading 1817. When presenting data from a survey
company wants to improve strategic de- which show change over time, the best
cision making, track the actions of other method to present would be a

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players in the market, and provide early
A. table.
warnings about opportunities and threats.
Which of the following will help the com- B. line graph.
pany achieve its goals?
C. bar chart,
A. strategic planning
D. pie chart.
B. data warehousing
C. competitive marketing intelligence 1818. questions that are either two-choice,
D. customer relationship management multiple choice, or rating or ranking. For
Example-usually multiple choice or Yes,
1813. A boutique contacts Donegar Creative No, can’t just put in your own answers
Services to help them pick items for their
store. Which type of service did they A. open ended
choose B. forced choice
A. Consumer
C. multiple choice
B. Trend
D. test questions
C. Fashion
D. Color 1819. Tyler walks into a Starbucks, and keeps
track of how many caramel cinnamon lat-
1814. Which phase of the Product life cycle is
tes are being sold to gather data. What
when a product first makes an appearance.
method is he using?
A. Introduction
A. Survey
B. Growth
C. Maturity B. Observation
D. Decline C. Product Mix

1815. “unstructured, direct, personal meeting D. Product line

in which a single participant is probed by
an experienced interviewer for the pur- 1820. Causal research is used to
pose of gaining relevant information about A. Describe marketing problems or situa-
the market research problem” The state- tions
ment above refers to
B. Quantify observations that produce in-
A. Focus group
sights unobtainable through other forms
B. In-depth Interview of research
C. Observation
C. Find information at the outset in an un-
D. Survey structured way
1816. Fundamental research is also called ba- D. Gather preliminary information that
sic, or pure research. will help define problems
A. True E. Test hypotheses about cause-and-
B. False effect relationships

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1.1 MARKETING RESEARCH 188

1821. Cross-sectional and longitudinal designs 1826. ll of the following are rules of thumb for
are types of questionnaire design EXCEPT
A. descriptive research A. making questions as simple as possi-
ble
B. exploratory research
B. making the questions specific
C. causal research
C. ensuring that fixed responses overlap
D. none of the above
D. avoiding hypothetical questions

NARAYAN CHANGDER
1822. Which one is Open End Question E. avoiding questions with a negative in
them
A. Multiple Choice
B. Likert Scale 1827. can be defined as a research method
that is used to determine the cause and ef-
C. Semantic Differential fect relationship between two variables.
D. Word Association A. Basic Research
B. Causal Research
1823. Gathering, storing, and using customer
data for marketing directly to customers C. Cross Sectional Research
based on their histories. D. Longitudnal Research
A. Marketing information system 1828. What is NOT a basic guideline for writ-
B. Database marketing ing market survey questions?
C. Which A. Must be written clearly

D. Quantitative data B. Brief (1-2 short sentences max)

C. No bias
1824. Some other popular qualitative research D. No leading questions
approaches to get inside consumers’ minds
and find out what they think or feel about E. Written in a way to trick people into an-
brands and products include, except: swering the way we want them to answer

A. Word associations 1829. When a researcher conducts a small-

scale study to check the questionnaire so
B. Visualization as to detect possible errors due to im-
C. Laddering proper design, it is called a(n):
D. Marketing Plan A. pretest study.
B. expert study.
1825. “Market Research” is focused mostly
C. experimental study.
on
D. secondary data research.
A. market culture, policies, retail and eco-
nomic status 1830. Why is Marketing Research Important?
B. marketplace, consumer and business A. So you know what you need to Market
competitors B. To improve Employee performance
C. market and stock values C. Knowing more about your customers
D. market climate D. To sell stuff

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1.1 MARKETING RESEARCH 189

1831. When the decision has been made to con- D. research directive
duct marketing research, client companies E. problem audit
have two reasons:they can conduct the re-

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search study themselves; they canhire a 1836. How does knowledge of consumer pro-
marketing research firm. files affect product design?
A. True A. Consumers in a target market tend to
B. False like the same colors, shapes, materials,
and other design features
1832. Are designed to capture cause-and-
B. Consumers in a target market have dif-
effect relationships by eliminating compet-
ferent preferences for product design
ing explanations of the observed findings.
A. Behavioral Research C. Product design does not depend on
consumer profiles
B. Experimental Research
D. Product design is only influenced by ad-
C. Survey Research vertising
D. Observational Research
1837. It is based on new information technol-
1833. This type of focus group operates in an ogy and gathers together, evaluates and
environment similar to that of a chat room. distributes the appropriate information for
A. online focus group marketing decision making

B. open ended group A. MIS

C. focus group B. DSS
D. none of above C. BCG
D. Parenting Matrix
1834. Answer:Marketing research has three
functions:a descriptive function, a diagnos- 1838. A meaningful and clear question can still
tic function, and this function. be difficult to answer if the question re-
A. predictive function quires that a respondent make connections
or put together information in unfamiliar
B. Sampling function
ways. This talks about
C. opening function
A. variation
D. none of above
B. meaning
1835. The involves discussions with the C. task difficulty
decision maker on the history of the prob-
lem, the criteria that will be used to eval- D. response interest /attention
uate the alternative courses of action, the
1839. Which type of data sources are sales
information that is needed to answer the
records, financial statements, and inven-
decision maker’s questions, and the alter-
tory records?
native courses of action available to the
decision maker. A. Research Report
A. problem definition B. Internal Data
B. problem correction C. External Data
C. hypotheses generation D. Quantitative Data

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1.1 MARKETING RESEARCH 190

1840. Every marketing research project is 1845. In the method, no interviewer in-
unique in its own sense volved. It is more often used in malls
A. True or other central locations where the re-
searcher has access captive audience.
B. False
A. personal interview
1841. Which of the following is an example of
a closed-ended question? B. self-administered interview
A. How long have you shopped in the local C. All survey

NARAYAN CHANGDER
bakery?
D. telephone interviewing
B. How often do you shop in the local
store? E. Mail survey
C. Why do you shop at the sandwich
shop? 1846. Which of the following topics within a
D. Is Jose’s Tacos your favorite place to company should NOT be addressed by re-
eat? search?
E. Could you describe your favorite sand- A. Market Potential
wich?
B. Employee Intelligence
1842. trade association
C. Company Image
A. an organization of people in a specific
type of business or industry D. Market Share
B. AMA (American Marketing Associa-
tion) is an example 1847. type of information required, source of
information, period of collection and anal-
C. both of the above answers are correct
ysis of information. refer to?

D. none of above A. Step 2:Develop an Approach to the

Problem
1843. It provides basic demographic, geo-
graphic, psychographic, and behavioral in- B. Step 3:Formulating the Form of the
formation about specific target markets. Study
A. benefit and lifestyle studies C. Step 4:Conduct Fieldwork/ Collect
B. target market analysis data
C. test markets D. Step 5:Prepare and Analyze Data
D. none of above
1848. Tell whether the statement is true
1844. In the primary market research, the or falseThe personal or telephone inter-
business can collect data from? viewer’s ability to record the verbatim an-
A. interviews swers quickly or to summarize accurately
B. focus groups and to probe effectively.is a closed re-
sponse question disadvantage
C. searching online
D. social media A. true
E. observation B. false

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1.1 MARKETING RESEARCH 191

1849. In a specific marketing situation, mar- 1854. What does product research evaluate?
keting is the job of: A. Market competition and economic

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A. Seller forecasting
B. Buyer B. Evaluating product and package de-
C. Both the seller and the buyer at the sign, usage, etc. of new or existing or
same time competing products products
D. Which side is more active in finding C. Focuses on what media is most effec-
ways to communicate with the other side? tive to reach a market

1850. Kelly is conducting a research study fo- D. Designed to obtain info on how people
cused on teen females. Teen females feelabout things
would be considered the of her re- 1855. Customer’s shows traces of purchasing
search study. , it reflects consumers preference in
A. population brand and even products they buy.
B. sample A. Decisions
C. consumer B. Behavior
D. customer C. Needs
1851. What is the purpose of media research? D. Practices
A. To evaluate product design 1856. Information collected for the first time
B. To analyze market trends to solve the problem being studied
C. To determine which media are most ef- A. Primary Data
fective for advertising
B. Secondary Data
D. To conduct opinion polls
C. Market Research
1852. A company is considering to make cer- D. none of above
tain changes to a current product design.
But it is not sure to implement before the 1857. Which of the following is NOT one of the
findings of marketing research. What type four primary scales of measurement?
of research you would recommend?
A. nominal scales
A. Qualitative
B. ordinal scales
B. Exploratory
C. interval scales
C. Descriptive
D. random scales
D. Pure
1858. Reasons for conducting marketing re-
1853. It is the name given to data that is col- search:(Select all that apply)
lected for the first time to answer a spe-
cific research question. A. Identify new customers
A. Primary data B. Understand existing customers
B. Secondary Data C. Develop New Strategies
C. sample D. Solve Business Problems
D. none of above E. Identify new business opportunities

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1.1 MARKETING RESEARCH 192

1859. market research sources C. A group of consumers who are not in-
A. a type of primary data terested in purchasing any products or
services
B. Piper Jaffrey is an example
D. A group of consumers who are not the
C. this type of data is always free primary focus of marketers
D. none of above
1863. is a reward, prize, coupon, free
1860. What is the marketing function demon- product, etc for participating in the survey

NARAYAN CHANGDER
strated in the following situation? While A. Sampling Plans
shopping at the mall, Susan is asked to fill
out a survey about her preferences on dif- B. Reliability
ferent brands of perfume. C. Incentive
A. Product/Service Management D. Reliability
B. Marketing Information Management 1864. What is a market?
C. Selling A. A place where buyers and sellers meet
D. Pricing to trade products

1861. When your College buys the same for- B. A place where businesses promote
mal shirt for you for placement prepara- their product/service
tions, it is a transaction. C. A place to trade onl
D. none of above

1865. Primary date consists of information

that is collected
A. For general use in other studies
B. For a specific purpose
C. From only a few primary customers
D. None of the other answers are correct

1866. This is information that is useful and

has already been collected for another pur-
pose.
A. Primary Data

A. B2C B. Secondary Data

B. B2B 1867. In qualitative research, audio or video

being recorded should be written out per
1862. What is a target market? word. It is called as?
A. A group of consumers to whom mar- A. transcription
keters want to sell their products and ser-
vices B. subscription

B. A group of consumers who have al- C. transpiration

ready purchased a product or service D. none of above

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1.1 MARKETING RESEARCH 193

1868. that is monitored is information of the process the problem is identified,

about basic products, product features, what is done after that but before data is
services, product packaging, and guaran- collected?

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tees. A. Determine the solution to the problem,
A. Consumer Information identify relevant information sources and
B. Marketing Mix Information evaluate data collection methods

C. Business Environment B. Determine what information is needed,

identify relevant information sources, and
D. none of above evaluate data collection methods
1869. This type of marketing research an- C. Determine the solution to the problem,
swers questions that start with “how determine what information is needed,
many” or “how much”; gathers informa- and identify relevant information sources
tion from large groups of people often us- D. Determine what information is needed,
ing surveys or questionnaires evaluate data collection methods, and an-
A. Exit polls alyze the data
B. Quantitative research 1873. Its objective is to understand what ques-
C. Qualitative research tions customers have when considering
purchasing a laptop.
D. Action research
A. Recommend Solutions
1870. all about businesses collecting infor-
B. Analyze the data
mation about the customers in their target
market to make decisions about their re- C. Gather the data
spective products and services. They rec- D. Define the Problem and Objectives
ognize that by understanding consumers,
expanding choices, understanding competi- 1874. Survey Instruments can be in the form
tion, and the global marketplace will help of
them make better decisions. A. Paper Questionnaire
A. Market Driven Information B. In Person Interview
B. Customer Driven Information C. Online (survey monkey, google form)
C. Marketing Information Management D. All of the above
function
1875. Which of the following is an improperly
D. Marketing Information System
worded survey question?
1871. Which statements below are benefits of A. How often do you shop for grocery? a.
primary and secondary data? frequently b. sometimes c. seldom
A. Builds knowledge on market trends B. How was the food at our restaurant?
B. Minimize risk a. excellent b. good c. poor
C. Helps in customer data monetization C. How likely are you to purchase our
product at this price?a. definitely wouldb.
D. All of the above probably wouldc. probably would not
1872. Each phase of the marketing research buyd. definitely would not buy
process is important. If, in the first phase D. none of above

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1.1 MARKETING RESEARCH 194

1876. The main goal of sampling is to 1881. Marketing Research:

A. be able to generalize the research re- A. Marketing research that focuses on
sults over the whole population smaller number of people and tries to an-
swer questions that being with “how” or
B. be able to understand the population “why”
C. be able to divide the population B. The study of customer’s reaction to a
D. be able to count the population product or package design

NARAYAN CHANGDER
C. The process and methods used to
1877. Any communication related to research gather info, analyze it and report findings
activities that has been classified as confi- related to marketing goods and services
dential. referring to ethics?
D. The study conducted to determine the
A. honesty effectiveness of a company’s advertising
message and media placement
B. integrity
C. be careful 1882. What is the main goal of “backward”
market research?
D. confidentiality
A. To establish a clear definition of the
1878. A population consists of the total set of problem for both parties (researcher and
individuals, households, or businesses you client)
want to include in your study. B. To simplify the processes of research
A. True C. To start when the research processes
end with the goal of developing each stage
B. False
of the design based on what comes after
and at the end have accurate results for
1879. It reflects the knowledge and salience
decision making
of a brand-the capacity to recognize-in the
mind of customers D. All the above
A. Brand Awareness 1883. In the interviewer interviews the
B. Perceived Quality respondents over the phone. The inter-
viewer has only verbal contact with the re-
C. Brand Loyalty spondents. The environment plays a rela-
D. Other Proprietary tively minor role in the data collection pro-
cess.
1880. At this stage, the marketing researcher A. Personal Interview
will identify and study in detail marketing
B. Telephone Interview
problems that may exist in the organiza-
tion. Based on the statement above, what C. Mail Survey
is the next step in marketing research? D. Fax Survey
A. define the problem
1884. Based on Table 2.1 in the text, the state-
B. Developing Approaches to Problems ment which stated It asks what informa-
tion is needed and how it should be ob-
C. Formulating the Form of the Study
tained is true about the management de-
D. Conduct Fieldwork/ Collect data cision problem?

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1.1 MARKETING RESEARCH 195

A. True C. Time allotments

B. False D. Financial amounts

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1885. Andy is asking questions via email to a 1890. Downloading and viewing instructional
young group of people to collect informa- videos on how to use a product
tion about a new product. What method is
Andy using? A. Primary Research
A. target marketing B. Secondary Research
B. media research
1891. Managers will make decisions about
C. survey whether the recommendations would be
D. focus group used/applied in their formulated strate-
gies.
1886. What is a Works Cited page?
A. TRUE
A. A page that lists info about you.
B. FALSE
B. A page at the end of your paper that
lists all of your sources. 1892. If a business determines that what it
C. A page where you list your favorite will learn from a research project will be
quotes or songs. worth the expense, then the research is?
D. The assignment rubric. A. Reliable

1887. Which of the following formats is cor- B. Objective

rect for the in text citation? C. Valid
A. This is perfect APA in text formatting D. Cost Effective
B. According to Smith (2019) “ every-
thing should be illegal.” 1893. It is a first-hand source
C. Edgar Smith noted that “ every- A. Primary data
thing should be illegal.” B. Secondary data
D. Smith says everything should be ille-
gal. 1894. Which of these is not a type of Inter-
view?
1888. Internal secondary data may come from
all of the following EXCEPT: A. Quantified Interview
A. Inventory reports B. Structured Interview
B. quarterly sales reports C. Semi-Structured Interview
C. new customer surveys D. Unstructured Interview
D. customer data
1895. Marketing research starts from:
1889. In the second step of the marketing re- A. Product idea
search process, research objectives should
be translated into specific B. Consumer satisfaction
A. Information needs C. Product design
B. Marketing goals D. None of the above

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1.1 MARKETING RESEARCH 196

1896. Stage of the research process with 1900. Which of the following is NOT a method
which we can conduct the project: for gathering good marketing intelligence?
A. Design. A. send a team of trained observers to
B. Analysis. mingle with customers

C. Problem. B. interviewing competitors’ employees

to learn as much “inside information” as
D. Harvest possible

NARAYAN CHANGDER
1897. Focus groups help providing the re- C. establishing a digital hub that monitors
searcher all the following, EXCEPT online consumer and brand-related mar-
ket activity
A. access to hard to approach customers,
like kids D. purchase merchandise from compet-
ing sites to analyze and compare their as-
B. allowing researcher to directly ob-
sortment, speed and quality of service
serve their customers
E. comparing competitor products
C. cheap research method to conduct
(benchmarking)
D. generating fresh ideas
1901. These are facts about the population.
1898. Market research is for en-
A. graphics
trepreneurs to develop an strategy
for future success. B. demographics
A. Important and Efficient C. research
B. Essential and Effective D. test product
C. Important and Alternative 1902. The purpose of is to combine market-
D. Essential and Efficient ing data from diverse sources into a single
database which line managers can enter
1899. It is a written document focus on reach- interactively to quickly identify problems
ing profile identified in the market and obtain the standard, periodic reports,
analysis. as well as answers to analytical questions.
A. Marketing A. Information system
B. Customer B. Decision support system
C. Demographic C. Marketing decision support system
D. Competitor’s D. none of above

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