Question 1 of 30: The type of research which is least contained about generalizing its findings is

- qualitative research

Question 2 of 30: Which of the following scales is reflected by an attribute of an object that
represents a non-ordered classification?

- Nominal

Question 3 of 30: What is inspired by the practices of social and cultural anthropology?

- Ethnography

Question 4 of 30. A probability sampling plan in which every kth element in the population is
selected for the sample pool after a random start is known as?

- Systematic sampling

Question 5 of 30: Contacting people under the guise of marketing research when the real goal is
to sell products or services is known as?

- sugging

Question 6 of 30: The process of checking and adjusting data for omissions, consistency &
legibility, is known as-

interpretation
data integrity
- editing
Coding

Question 7 of 30: The detailed observation of consumers during their ordinary daily lives using
direct observation, interviews and video and audio recording is known as-

benchmarking
ethnography
dummy table
cross sectional study
Question 8 of 30: Which form of measurement represents absolute meaning?-
nominal scale
ordinal scale
ratio scale
interval scale

Question 9 of 30: The aggregate of all elements sharing some common set of characteristics
that comprise the universe for the marketing problem in hand is the-
Target segment
Population
Sample
Target consumer

Question 10 of 30: Which scale measures higher levels of measurement?-

ordinal
interval
ratio
Nominal

Question 11 of 30: What is a research design?-

A method of defining the research objective
The choice between using qualitative or quantitative methods
A framework for every stage of the collection and analysis of data
All of these

Question 12 of 30: After the problem has been defined carefully, the next step in the marketing
research process is-
develop the product concept
develop the advertising campaign
develop the research plan for collecting information
proceed with collecting the information

Question 13 of 30: One of the quickest and most economical ways to discover hypotheses is
through-
A sample survey
Use of a panel
Experience survey
Literature search
Question 14 of 30: A_____ reflects a tendency for a high value in one variable to be associated
with a high value in the second-
Positive correlation
Negative correlation
No correlation
Zero correlation

Question 15 of 30: A good summary should not contain-

data tables
research objective
O conclusions
recommendation

Question 16 of 30: A self report technique for attitude measurement in which respondents
indicate their degree of agreement or disagreement with each of the given statement/s is-
semantic differential scale
comparative rating scale
graphic rating scale
Summative rating scale

Question 17 of 30: Who our respondent is and what his profile is, will dictate the-
wording
tone
structure of questions
all of these

Question 18 of 30: Which of the following may be a disadvantage of secondary data?-

It may be lacking in accuracy
It may not be appropriate for the current research problem
It may not be completely current
All of these

Question 19 of 30: Which of the following is a random sampling technique?-

cluster sampling
convenience sampling
judgment sampling
quota sampling
Question 20 of 30: When a pest-control business decides to use marketing research to help it
solve a problem, the pest-control business should make sure that it-
explains the problem it wants to solve to the researcher.
asks the researcher to gather as much data as possible.
authorizes the researcher to spend whatever amount is needed.
lets the researcher decide whether the business has a problem.

Question 21 of 30: ___can help define the population, select the sample and define the
parameters of primary research
Primary data
Secondary data
Sampling data
Sample data

Question 22 of 30: Which of the following is/are an advantage of online surveys?-

Higher respondent base
Better response rate
Centralized data collection
All of these

Question 23 of 30: Which of the following can be used to measure knowledge of an

advertisement?
Unaided recall
Aided recall
Recognition
All of these

Question 24 of 30: Which method of questioning is the most appropriate in a case when lengthy,
complex and varied questions need to be asked?
Mail questionnaire
Telephonic interview
Personal interview
Internet survey

Question 25 of 30: Which correlation is the strongest?-

0.1
-0.95
0.95
-1
Question 26 of 30: involve(s) observing behavior in an environment which is set up by the
researcher-
Unstructured observation
Natural observation
Simulated observation
None of these

Question 27 of 30: As compared to primary data, secondary data are-

Accessible
Economical
Available
All of these

Question 28 of 30:Research that is conducted to support a position rather than to find the truth
about an issue is-
sugging
advocacy research
marketing research
marketing research ethics

Question 29 of 30: One of the reasons marketers need better intelligence today is due to-
consumers
manufacturers
employees
none of these

Question 30 of 30: Two-way mirrors, hidden cameras or inconspicuous mechanical devices may
be used when performing-
Undisguised observation
Disguised observation
Contrived observation
All of these

Question 1 of 30: Supermarket scanners being used to determine how many boxes of a
particular brand of cereals are solved in a given region in a typical week, exemplifies-
communication
interview.
observation
behavior
Question 2 of 30: What is a research design?-
A method of defining the research objective
The choice between using qualitative or quantitative methods
A framework for every stage of the collection and analysis of data
All of these

Question 3 of 30: Market research is an essential tool for the marketing manager to-
Monitor progress and diagnose the root causes of marketing problems
Monitor changing needs and attitudes, etc.
Understand segments and their needs and wants
all of these

Question 4 of 30: Research on customer satisfaction/service quality is essential due to which of

the following?-
To understand customer's perceptions
For an effective ongoing telephone interviewing program
To help companies step back from the day-to-day hustle
All of these

Question 5 of 30: If a researcher is interested to know if the consumers like a newly launched
brand of cookies, he should measure-
motivation
personality
behavior
attitude

Question 6 of 30: A(n)___ is an unstructured, direct, personal interaction in which a single

respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs,
attitudes and feelings.-
Depth interview
Ethnographic study
Association technique
Focus group

Question 7 of 30: Which of the following may be a disadvantage of secondary data?-

It may be lacking in accuracy
It may not be appropriate for the current research problem
It may not be completely current
All of these

Question 8 of 30: A recruiting script is a (n)-

introduction to a questionnaire
method of statistical analysis
list containing respondent details
type of rating scale

Question 9 of 30: Which of the following scales is reflected by an attribute of an object that
represents a non-ordered classification?-
Nominal
Ordinal
Interval
Ratio

Question 10 of 30: If the respondent wants to quit the survey, he-

Should not be allowed to
Should be allowed to
Should be asked to replace himself with some other family member
Should be asked to replace himself with a colleague with a similar profile

Question 11 of 30: A research report can be tailor made for their readers by-
paying attention to technical sophistications
their interest in the subject area
the circumstances under which they will read the report
all of these

Question 12 of 30: "Do you use the mobile app of ICICI bank?" - Which type of question is this?-
Filter question
Leading question
Double-barreled
None of these

Question 13 of 30: The detailed observation of consumers during their ordinary daily lives using
direct observation, interviews and video and audio recording is known as-
benchmarking
ethnography
dummy table
cross sectional study

Question 14 of 30: The basic purpose of marketing research is-

to develop a new product
to identify the needs of customers
to furnish information that aids decision making
data collection
Question 15 of 30: A list of all the members of the entire population or universe is referred to as
a-
Sampling unit
Sampling frame
Sample
Population framework

Question 16 of 30: Which correlation is the strongest?-

0.1
-0.95
0.95
-1

Question 17 of 30: Invoices generated for customers, customer letters and past market research
conducted by the company are all a part of the company’s-

Internal secondary data

Internal primary data
External secondary data
External primary data

Question 18 of 30: If a respondent is not willing to answer a question, he should be-

Forced to answer
Cajoled to answer
Probed further
Not asked again

Question 19 of 30: If relatively little is known about the phenomenon which is to be investigated,
___research is needed-

exploratory
descriptive
causal
Longitudinal

Question 20 of 30: If the response is not matching the researchers pre-conceived notion, he
must-

Present the facts the way they are

Twist the facts
Change the facts according to his perception
Ask for a fresh research

Question 21 of 30: As compared to primary data, secondary data are collected-

Rapidly and easily

At a low cost
In a short time
All of these

Question 22 of 30: Which of the following phases of the information management process is not
a part of the marketing research process?-

specifying the information needed

collecting information
analyzing information
using analyzed information

Question 23 of 30: ___research is used to define problems and suggest hypotheses

descriptive
primary
causal
secondary

Question 24 of 30: Contacting people under the guise of marketing research when the real goal
is to sell products or services is known as-
sugging
advocacy research
marketing research
marketing research ethics

Question 25 of 30:____is a sampling procedure which relies primarily on the initial respondents
to obtain a list of more respondents-
Snowballing
Simple random sampling
Convenience sampling
Judgmental sampling

Question 26 of 30: Which of the following is an example of the observation method of collecting
primary data?-
Administering a questionnaire to shoppers in a supermarket
Recording the amount of time a shopper stops in front of a point-of-purchase display
Asking shoppers which brand they notice first in a shelf display
Conducting a telephonic survey to determine which brands are preferred
Question 27 of 30: Which method of questioning is the most appropriate in a case when lengthy,
complex and varied questions need to be asked?-
Mail questionnaire
Telephonic interview
Personal interview
Internet survey

Question 28 of 30: A common use of demographic and socio-economic data in marketing is-
discovering motivation is
understanding attitude
identifying market segments
understanding brand awareness

Question 29 of 30: The process of checking and adjusting data for omissions, consistency &
legibility, is known as-

interpretation
data integrity
editing
coding

Question 30 of 30: What is the main difference between a focus group and a depth interview?-

Depth interviews involve fewer participants

Focus groups are used to study the ways people discuss a specific topic
There is no moderator present in a focus group
Focus groups save more time and money

1. What is inspired by the practices of social and cultural anthropology?

- Qualitative research

2. The detailed observation of consumers during their ordinary daily lives using direct
observation, interviews and video and audio recording is known as?
- Ethnography

3. What is a research design?

- A framework for every stage of the collection and analysis of data
4. One of the quickest and most economical ways to discover hypotheses is through?
- Experience survey

5. A good summary should not contain?

- Data tables

6. Which correlation is the strongest?

- -1

7. A business activity that discovers information of use in making marketing decisions is?
- Market Research

8. Blame for response errors is usually assigned to?

- The researcher

9. Which page of a research report typically includes the subject of the project?
- The subject of the project

10. An accounting firm decided to conduct a survey among its past clients. What is the correct
response rate?
- 0.35

11. The refusal problem is the main source of nonresponse bias for a (n)?
- Mail survey

12. In the given data set, what is the median (12,0,0,1,1,1,6,10,11)?

-1

13. Which of the following is not a stage in the marketing research process?
- Creation of marketing plan

14. RPF is issued by the?

- Client organization

15. The number of outs in a baseball game is measured on a (n)?

- Ratio scale

16. Reports and trade journals from consultants, chambers of commerce - are examples of
____ sources?
- Secondary data

17. Research that is conducted to support a position rather than to find the truth about an issue
is called?
 - Advocacy research

18. One of the quickest and most economical ways to discover hypotheses is through?
- An experience survey

19. A question that calls for two responses and creates confusion for the respondent is called?
- Double-barrel question

20. At the initial meeting, the client explains the marketing problem and the research objectives,
commonly referred to as a ____.
- Research brief

21. A recruiting script is a (n)?

- Introduction to a questionnaire

22. Research provides direction for further research. What type of research is this?
- Exploratory research

23. Which of the following data collection methods provides the fastest turnaround?
- Email survey

24. Research is more broad and general, research is more specific and well-defined.
- Descriptive, Exploratory

25. Data from the government, newspapers, magazines, and the internet are all sources of __
data.
- Secondary data

26. Two-way mirrors, hidden cameras, or inconspicuous mechanical devices may be used when
performing?
- Disguised observation

27. Questions that give the respondent no indication of the true purpose of the research project
are known as?
- Disguised questions

28. A questionnaire using quality paper and printing techniques?

- Reflects the importance of the study

29. The primary advantage of an area sampling plan is?

- They don't require probability-based methods of element selection

30. Failure to include some units, or entire sections of the defined survey population in the
actual operational sampling frame represents?
 - Non-coverage error

31. The first step in searching for published sources of secondary data is to?
- Identify what you know and what you wish to know about your topic

32. Data from the government, newspapers, magazines, and the internet, are all sources of __
data.
- Secondary data

33. Research that is conducted to support a position rather than to find the truth about an issue
is called?
- Advocacy research

34. Convenience samples are best for?

- Descriptive research

35. Which research examines relationships among various variables though it does not
establish cause and effect among them?
- Descriptive research

36. A scale on which individuals must indicate their ratings of an attribute to the other?
- Summated rating scale

37. A self-report technique for attitude measurement in which respondents indicate their degree
of agreement or disagreement with each of a number of statements?
- Itemized rating scale

38. Accuracy in a report refers to?

- Mathematical accuracy

39. The hypothesis that a proposed result is not true for the population is said as?
- Null hypothesis

40. A difficulty inherent in the focus group research technique is?

- Discussions tend to exhibit the snowball effect
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Final Exam Marketing Questions

Marketing Research (SKEMA Business School)

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Marketing Research Practice Final Exam

9) ________ describes how each sample element is to be drawn from the total population.
1) ________ is a process used to define the size, location, and/or makeup of the market for a product or service. A) Sample frame
A) Differentiation B) Sample size
B) Geocentric research C) Sampling unit
C) Target marketing D) Sample plan
D) Market research
10) Which type of research is undertaken to gather background information and data that may be helpful in properly
2) Which of the following correctly defines marketing research? defining the problem decision?
A) The process of analyzing existing information so decision makers can make better decisions A) Exploratory research
B) The process of analyzing secondary information and providing executives with timely reports to solve a marketing B) Descriptive research
problem C) Informal research
C) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific D) Causal research
marketing problem
D) The process of designing experiments that provide decision makers with causal information 11) ________ alternatives are those marketing actions a manager considers which may resolve a problem.
A) Pricing
3) Which is the one issue that may pose an ethical problem for researchers? B) Distribution
A) Working on political campaign polling C) Decision
B) Working on a project in which the outcome may not be in the best interests of society D) Product
C) Conducting research on the environment and climate change
D) Investigating emerging social media trends 12) A custom jeweler wants to understand the consequences of an increase in diamond sales by millennials and a decrease
in sales by baby boomers during the past 12 months. This is an example of ________.
4) ________ is the first step of the marketing research process. A) weighing alternatives
A) Determining methods of accessing data B) problem definition
B) Establishing the need for marketing research C) problem statement
C) Establishing the research objectives D) problem consequences
D) Defining the problem
13) Research analysts sometimes propose ________ as part of the process of developing research objectives.
5) What is the second step in the marketing research process? A) hypotheses
A) Establish the research objective. B) solutions
B) Establish the research budget. C) variables
C) Decide the research approach. D) constructs
D) Define the problem.
14) Action standards ________ as well as entail making important decisions before data collection.
6) ________ tell(s) the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions A) set actions for development of the research plan
related to a problem. B) set guidelines for measured characteristics for a research objective
A) Research design C) set clear guidelines for action after data collection
B) Research objectives D) set guidelines for information to be collected from the respondent
C) Research plans
D) Research methodologies 15) The ________ is the portion of the proposal that indicates whether the research will be exploratory, descriptive, or
causal.
7) Which of the following refers to the research approach used to meet the research objectives? A) research objective
A) Identify information types and sources B) problem statement
B) Design data collection forms C) statement of deliverables
C) Problem definition D) research method
D) Research design
16) After ________, research design is the next step in the marketing research process.
8) ________ are the three widely recognized research designs. A) the problem has been defined and research objectives established
A) Formal research, descriptive, and causal B) considering factors such as a situation analysis and problem statement
B) Exploratory, descriptive, and causal C) the type of data analysis has been established
C) Descriptive, casual, and exploratory D) creating research objectives and budget
D) Exploratory, structured, and causal

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17) ________ largely determine(s) the appropriate choice of the type of research design. 24) ________ are data gathered by another source other than the researcher or for some other purpose than the research
A) Whether the research is domestic or international project.
B) Budget restrictions A) Secondary data
C) Type of analytics required B) Primary data
D) Objectives of the research C) Proprietary data
D) Published data
18) Which of the following is used to examine relationships among variables associated with the problem or research
objectives? 25) Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.
A) Causal research A) assess the quality and validity
B) Descriptive research B) assess the cost, quality, and value
C) Exploratory research C) consider the cost against the value of the project
D) Formal research D) assess the quality and cost

19) The use of trade journals and industry publications as sources of information for innovation, trends, and news about 26) Which of the following describes research involving the administration of a set of structured questions with
customers, potential customers, competitors, and more is a form of ________. predetermined response options to a large number of respondents?
A) qualitative data analysis A) Quantitative research
B) primary data analysis B) Secondary research
C) quantitative data analysis C) Primary research
D) secondary data analysis D) Qualitative research

20) Descriptive research studies include type of ________. 27) Which of the following correctly describes collecting, analyzing, and interpreting data by observing what people do
A) studies that specify the causality in the problem and say?
B) studies that need answers to who, what, when, where, and how questions A) Secondary research
C) studies that answer who and what about customers B) Qualitative research
D) studies that describe previous findings in similar problems C) Quantitative research
D) Primary research
21) A(n)________ is the type of study in which one or more independent variables are manipulated to see how one or
more dependent variables are affected, while also controlling the effects of additional extraneous variables. 28) ________ is(are) a qualitative research technique in which phenomena of interest involving people, objects, and/or
A) procedural study activities are systematically observed and documented.
B) observational study A) Mixed methods research
C) hypothetical research study B) Product research methods
D) experimental research study C) Behavioral research methods
D) Observational research methods
22) Because one of the major reasons for conducting a test market is to achieve ________, the test-market city should be
representative of the marketing territory in which the product will ultimately be distributed. 29) What is the name for the ethnographic study of online activities?
A) external variability A) Netnography
B) internal validity B) Digitalography
C) internal variability C) Mobileography
D) external validity D) Onlineography

23) Which of the following describes data developed or gathered by the researcher specifically for the research project at 30) ________ should NOT be a consideration when choosing a survey method?
hand? A) Easiest method for the researcher
A) Proprietary data. B) The budget
B) Primary data. C) Deadline
C) Secondary data. D) Incidence rate
D) Big data.
31) A respondent is asked to indicate his or her first, second, third, and fourth choices of hotels. This means the choices
are ________ scaled.
A) nominally
B) differentially
C) ordinally
D) preferentially

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42) Which of the following level of confidence is standard in sample size determination?
32) The measure which a respondent responds in the same or very similar manner to an identical or near-identical A) 90% or 100%
question is called ________. B) 99% or 100%
A) nominal C) 95% or 99%
B) unreliable D) 90% or 95%
C) variable
D) reliable 43) ________ includes all errors in a survey EXCEPT those attributable to the sample plan and sample size.
A) Transcript error
33) Which of the following constitutes an assessment of the exactness of a measurement relative to what actually exists? B) Continuity error
A) Validity C) Sample risk
B) Inaccuracy D) Nonsampling error
C) Existentialism
D) Invalidity 44) Which of the following represents errors made by both fieldworkers and respondents?
A) Voluntary and involuntary errors
35) Which of the following describes an entire group under study as specified by the objectives of the research project? B) Conscious and unconscious errors
A) Sample C) Purposeful and non-purposeful errors
B) Study group D) Intentional and unintentional errors
C) Census
D) Population 45) ________ is a failure on the part of a prospective respondent to take part in the survey, premature termination of the
interview, or refusals to answer specific questions on the questionnaire.
36) What is a master source of sample units in the population? A) Respondent misunderstanding
A) Master sample unit B) Respondent nonresponse
B) Master frame C) Respondent fatigue
C) Master population D) Respondent cheating
D) Sample frame
46) ________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.
37) A ________ is a subset of the population. A) Interviewer completed responses
A) Sample frame B) Confidence interval
B) Subpopulation C) Response rate
C) Sample unit D) Survey ratio
D) Sample
47) ________ analysis is the process used to generalize the results of a sample to the target population it represents.
38) Which of the following is NOT a type of probability sampling? A) Inference
A) Systematic sampling B) Relationship
B) Cluster sampling C) Descriptive
C) Simple random sample D) Difference
D) Simple targeted sample
48) ________ analysis is the type of analysis the researcher might choose to compare expenditures by high-income earners
39) ________ is an appealing sampling method simply because it embodies the requirements necessary to obtain a versus moderate-income earners.
probability sample. A) Difference
A) Stratified sampling B) Relationship
B) Cluster sampling C) Association
C) Systematic sampling D) Inference
D) Simple random sampling
49) ________ analysis is used when one wants to see if variables, such as advertising recall scores, positively associate
41) ________ is the amount of dissimilarity in respondents' answers to a particular question. with intentions to buy the advertised brand.
A) Variability A) Inference
B) Dissimilarity gap B) Relationship
C) Invariability factor C) Difference
D) Sampling error D) Association

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50) Which of the following applies to any statistical measure used that somehow reflects a typical or frequent response? 58) A(n) ________ hypothesis is used to test whether a true difference exists between two group percentages.
A) Extreme average A) null
B) Frequent tendency B) attributive
C) Central statistic C) alternative
D) Central tendency D) causal

51) Mean, mode, standard deviation, and range are forms of ________ analysis used to describe the sample dataset in such 59) Which the following is used to demonstrate that there is a true difference between two groups' population
a way as to portray the "typical" respondent and to reveal the general pattern of responses. parameters?
A) descriptive A) Alternative hypothesis
B) inference B) Null hypothesis
C) association C) Causal hypothesis
D) difference D) Null alternative hypothesis

52) ________ is a tabulation of the number of times that each different value appears in a particular set of values. 60) ANOVA is a ________ procedure that signals when at least one pair of means is significantly different.
A) Frequency distribution A) purple light
B) Mean B) green light
C) Range C) yellow light
D) Standard deviation D) red light

53) ________ interval is the degree of accuracy desired by the researcher and stipulated as a level of assurance in the form 61) ________ are useful because they determine if there is a consistent and systematic relationship between the presence
of a range with a lower boundary and an upper boundary. (label) or amount (level) of one variable and the presence (label) or amount (level) of another variable.
A) Accuracy A) Relational databases
B) Confidence B) Strategic relationship models
C) Sample C) Systematic analysis processes
D) Statistic D) Associative analysis procedures

54) ________ is(are) NOT one of the basic sections included in the marketing research report. 62) ________ is an index number, constrained to fall between -1.0 and +1.0, that communicates both the strength and the
A) Front matter direction of a linear relationship between two scale variables.
B) Body A) Covariant
C) End matter B) Standard deviation
D) Graphs and charts C) Correlation coefficient
D) Standard error
55) Which of the following are those a marketing manager can potentially use as a basis for marketing decisions?
A) Meaningful differences and statistically significant 63) ________is the predictive analysis technique in which one or more variables are used to predict the level of another by
B) Marginal differences and stable use of the straight-line formula.
C) Suspected differences and economically viable A) Correlation
D) Significant differences and meaningful B) Predictive analytics
C) Regression analysis
56) A researcher can test the null hypothesis that no differences exist between the two group means (or percentages) by D) Analysis of variables
using a ________.
A) confidence interval test 64) Which of the following is predicted in the regression formula?
B) Spearman correlation A) Dependent variable
C) Chi-square test B) Controlled variable
D) differences test C) Independent variable
D) Null variable
57) A(n) ________ variable requires comparing means.
A) nominal 65) ________ is the primary term for "coefficient of determination," a handy measure of the strength of the overall linear
B) scale relationship.
C) dependent A) Multiple C
D) ordinal B) Multiple R
C) Multiple T
D) Multiple L

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6) A new use for a product is identified on social media, or those in a target market would like to shop online. What are 19) Packaged information is a special form of ________.
these examples of? A) social media data
A) Identification of an alternative product B) consumer data
B) Identification of a target market C) secondary data
C) Identification of a market D) primary data
D) Identification of an opportunity
20) What is the term for firms providing specialized routine information needed by a given industry in the form of ready-
7) ________ is the activity in which managers think may resolve the problem. to-use packaged data to subscribing firms?
A) Determine decision alternatives A) Industry research data firms
B) Choosing an alternative B) Government data recyclers
C) Selecting an action C) Custom research data firms
D) Planning actions D) Syndicated data firms

9) ________ is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a 21) A company performs a consumer segmentation study then researchers use in-depth interviews to develop rich
predetermined action to take place. profiles of each segment. Which type of research does this describe?
A) Achievement standard A) Qualitative before quantitative research
B) Attribute standard B) Quantitative before qualitative research
C) Action standard C) Quantitative and qualitative research concurrently
D) Characteristic standard D) Quantitative only research

11) ________ are the three types of research design. 23) Small groups of people brought together and guided through an unstructured, spontaneous discussion for the
A) Deductive, descriptive, and causal purpose of gaining information relevant to the research problem are known as ________.
B) Exploratory, descriptive, and causal A) control groups
C) Exploratory, causal, and prescriptive B) observation groups
D) Exploratory, exploitive, and casual C) experimental groups
D) focus groups
12) When a researcher does NOT have much knowledge about a market or needs newer or more recent information, the
more likely he or she will conduct ________. 25) Which of the following is the study of an individual's involuntary responses to marketing stimuli, including eye
A) descriptive research movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]),
B) causal research and brain waves (electroencephalography [EEG])?
C) exploratory research A) Neuromarketing
D) formal research B) Cerebromarketing
C) Neuroscience
17) Of the following which NOT an advantage of secondary data? D) Stimulus marketing
A) Secondary data may be obtained in any form desired.
B) Secondary data are relatively inexpensive. 26) ________ is a disadvantage of the mall-intercept survey.
C) Secondary data may achieve the research objective. A) Difficult to obtain permission of mall management
D) Secondary data can usually be obtained quickly. B) Unreliability of mall-intercept interviewers
C) Interviewers in mall-intercept studies are often distracted by mall activities
18) A study that favored disposable diapers was conducted by Franklin Associates, whose research showed disposables D) Mall shoppers may not be representative of the target market population
were not any more harmful than cloth diapers. But the sponsor of the study was The American Paper Institute, an
organization with major interests in disposable diapers. This is an example of ________. 28) Which of the following describes the percentage of the population that possesses some characteristic necessary to be
A) the need to evaluate data on how the information was collected included in the research?
B) the need to evaluate data based on the purpose of the study A) Incidence rate
C) the need to evaluate data on the basis of how the information was obtained B) Population percentage
D) the need to evaluate data on the basis of who collected the information C) Target population rate
D) Situation rate

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29) The process of data collection may be shaped or affected by which of the following?
A) Situational factors 38) ________is "balanced," as it has equal amounts of positive and negative positions, and typically it has "no opinion" or
B) Environmental factors "neutral" separating the negative and positive sides.
C) Target population rate factors A) The symmetric interval
D) Incidence rate factors B) Stapel
C) The nonsymmetric interval
30) ________ is(are) the determination of a description or amount of some property of an object. D) Likert
A) Measurements
B) Scale level 40) Of the following, which is NOT one of the functions a questionnaire fulfills?
C) Subjective and objective property levels A) Creates the basis for statistical significance.
D) Attributes of properties B) Translates research objectives.
C) Standardizes questions and response categories.
31) ________ include race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer. D) Speeds up the process of data analysis.
A) Nominal measures
B) Scale measures 41) Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to
C) Ordinal measures use for each one.
D) Demographic measures A) quality measures
B) wording for each question
33) ________ scale is an actual number of purchases in a certain time period, dollars spent, miles traveled, number of C) research targets
children in the household, or years of college education. D) properties of constructs of interest
A) Ratio
B) Nominal 42) Which of the following describes the process of scrutinizing the wording of a question to ensure that question bias is
C) Ordinal minimized and that the question is worded so that respondents understand it and can respond to it with relative ease?
D) Interval A) Question bias
B) Beta testing
34) A(n) ________ scale is used when a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, C) Question evaluation
impressions, perceptions, feelings, and intentions on a continuum. D) Question field testing
A) nominal
B) ratio 43) Question evaluation is a judgment process, but there are four simple guidelines, or "dos," for question wording.
C) ordinal Which of the following is NOT one of those guidelines?
D) interval A) Crystal clear
B) Brief
35) Which of the following technique is alternatively known as psychographics? C) Easy to analyze
A) Psychometric inventory D) Simple
B) Consumer inventory
C) Lifestyle inventory 44) The sequencing of questions or blocks of questions, including any instructions, on the questionnaire pertains to
D) Consumer index question ________.
A) flow
36) The semantic differential scale is a specialized interval scale format sprung directly from the problem of translating a B) blocking
person's ________ judgments into metric estimates. C) testing
A) quantitative D) validity
B) conscious
C) unconscious 45) Questions used near the beginning of the survey to get the respondent's interest and demonstrate the ease of
D) qualitative responding to the research request are known as ________.
A) introductory questions
37) The ________ relies not on bipolar terms, but on positive and negative numbers, typically ranging from +5 to -5, but B) warm-up questions
sometimes from +3 to -3, depending on the discrimination abilities of respondents. C) transition questions
A) semantic differential scale D) classification questions
B) nominal scale
C) Likert scale. D) Stapel scale

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46) ________ asks questions that are appropriate based on the respondent's prior answers.
A) Answer priority logic 59) ________ sampling is the sampling method in which subjectivity and convenience are factors.
B) Skip logic A) Convenience
C) Display logic B) Quota
D) Non-response logic C) Purposive
D) Chain referral
47) Which of the following involves conducting a dry run of the survey on a small, representative set of respondents to
reveal questionnaire errors before the survey is launched? 60) A fine jeweler may require that the final sample is 75 percent female and 25 percent male because they understand
A) Pre-test that the customer base is primarily female with a smaller percentage of males. In this instance, a researcher would use
B) Response test which type of sampling method?
C) Field test A) Quota sampling
D) Market test B) Convenience sampling
C) Purposive sampling
51) The survey will reflect ________ whenever a sample is taken. D) Referral sampling
A) the sample unit
B) the subpopulation 61) When the selection of the place and, consequently, prospective respondents is subjective, rather than objective, it is
C) sampling error called ________ sampling.
D) a population subset A) referral
B) quota
52) ________ are members of the population that represent probability samples. C) purposive
A) Persons who are likely to have been sampled before D) convenience
B) Persons who can be found for survey purposes
C) Persons who have an unknown chance of being included in the sample 62) Which type of sampling would a research company use that is performing a study requiring recommendations from
D) Persons who have a chance of being included in the sample other respondents who might be similar to themselves?
A) Quota sampling
55) When is cluster sampling desirable? B) Convenience sampling
A) When similar clusters can be easily identified C) Purposive sampling
B) When dissimilar clusters can be easily identified D) Referral sampling
C) When similar clusters are non-contiguous 63) There are three types of online sampling methods. Of the following, which is NOT a type of online sampling method?
D) When a non-group is identified A) List samples
B) River samples
56) Which of the following is desirable when the researcher is working with a "skewed" population divided into portions C) Online panels
and wishes to achieve high statistical efficiency? D) Blue ocean samples
A) Stratified sampling
B) Cluster sampling 64) Of the following, which is NOT a step in creating a sample plan?
C) Systematic sampling A) Decide on the sample method.
D) Simple random sampling B) Draw the sample.
C) Define the population.
57) Which of the following is used when different layers are apparent in the population and each layer is randomly D) Establish the research objective.
sampled?
A) Stratified sampling 65) ________ involves inspecting some relevant characteristics of the sample (such as distribution of males and females,
B) Simple random sampling age ranges, etc.) to judge how well it matches the known distribution of these characteristics in the population.
C) Systematic sampling A) Obtaining the sample frame
D) Cluster sampling B) Validating the sample
C) Defining the sample population
58) ________ sampling is the sampling method that is not based on chance or randomness but based on an inherently D) Drawing the sample
biased selection process.
A) Stratified
B) Probability
C) Cluster. D) Nonprobability

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66) Which of the following accurately describes one of the two good reasons a marketing researcher should have a basic 77) ________ is NOT considered an unintentional respondent error.
understanding of sample size determination? A) Nonresponse
A) Sample size bias B) Misunderstanding
B) Bias regarding the use of panel companies C) Distraction
C) Bias toward sample sources D) Fatigue
D) Bias toward the use of offshore research resource
78) Methods useful in minimizing intentional respondent error include all of the following EXCEPT ________.
67) A range whose endpoints define a certain percentage of the responses to a question is the ________. A) confidentiality
A) confidence interval B) use of contract respondents
B) confidence endpoint C) validation checks
C) sample range D) anonymity
D) sample size
80) Which of the following is NOT one of the several types of potential nonresponse errors?
68) Acceptable margin of sample error is the term e, which refers to ________. A) Late completion
A) the amount of survey error the researcher will permit to be associated with the sample B) Item omission
B) the amount of sample error the researcher will permit to be associated with the survey C) Refusal to participate in the survey
C) the amount of sample error the researcher will permit to be associated with the respondents D) Break-offs during the interview
D) the amount of research error the researcher will permit to be associated with the survey
81) Which of the following results from factors such as interviews taking longer than the respondent expected; the topic
69) Which of the following is NOT one of the three ways a researcher may estimate variability? and specific questions are distasteful, too personal, or boring; the instructions confusing; the survey may be too complex;
A) By examining research objectives against costs or a sudden interruption?
B) By conducting a small pilot study A) Respondent refusals to participate.
C) By seeking previous studies on the population B) Respondent omissions.
D) By assuming maximum variability (p = 50%, q = 50%) C) Respondent cheating.
D) Respondent break-offs.
70) Translated in terms of accuracy, ________ the marketing decision maker desires the estimate to be, the larger must be
the sample size. 82) ________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.
A) the more accurate A) Interviewer completed responses
B) the narrower B) Confidence interval
C) the broader C) Response rate
D) the less accurate D) Survey ratio

73) Great potential for large nonsampling error occurs during the ________. 83) Which of the following does NOT represent one of the problem respondent categories?
A) data analysis stage A) Yea- or nay-saying patterns
B) data collection stage B) Break-offs
C) planning stage C) Homogeneous responses
D) sampling data stage D) Item omissions

75) Which of the following is NOT one of the three types of unintentional interviewer errors? 84) Which of the following is NOT one of the basic types of statistical analyses used to reduce a dataset?
A) Interviewer fatigue A) Difference analysis
B) Interviewer misunderstandings B) Inference analysis
C) Offering answers C) Regression analysis
D) Interviewer personal characteristics D) Descriptive analysis

76) ________ error describes a situation in which the data collection person willfully violates the data collection 85) ________ analysis reveals central tendency (typical response) and variability (similarity of responses).
requirements set forth by the researcher. A) Inference
A) Intentional fieldworker B) Relationship
B) Intentional respondent C) Descriptive
C) Unintentional fieldworker D) Association
D) Unintentional respondent

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86) Which of the following is NOT one of the measures of central tendency? 96) The ________ are the two options researchers have when it comes to reporting confidence intervals to clients or
A) Mode readers of their marketing research reports.
B) Mean A) general case approach and global findings confidence intervals approach
C) Variance B) data analytics case approach and the general case approach
D) Median C) hypothesis approach and the findings-specific approach
D) general case approach and the findings-specific confidence intervals approach
88) Which of the following specifies the difference between the endpoints in a set of values arranged in order?
A) Mean 97) Which of the following does NOT represent one of the guidelines in the presentation of hypothesis tests?
B) Standard deviation A) Determine if the hypothesis is supported or not supported by comparing the computed level of confidence
C) Range B) State the hypothesis.
D) Mode C) Prepare hypothesis test results in both print and slide formats.
D) Perform appropriate hypothesis test computations.
89) ________ is a measure of the differences of all observations from the mean, expressed as a single number.
A) Median 98) Differences must at minimum be ________ in order to be potentially useful for a marketing manager.
B) Standard deviation A) at a ratio of 10 to 1
C) Mode B) at a ratio of 2 to 1
D) Range C) statistically significant
D) new and not part of existing knowledge
90) ________ inference is the set of procedures in which the sample size and sample statistic are used to make an estimate
of the corresponding population parameter. 99) ________ means that a marketer can focus various marketing strategies and tactics, such as product design or
A) Statistical advertising, on the market segments to accentuate the differences between the segments.
B) Parameter A) A statistically significant difference
C) Process B) A meaningful difference
D) Population C) An actionable difference
D) A measurable difference
91) Which of the following is used to approximate the population value through the use of confidence intervals?
A) Parameter estimates 100) Which of the following is defined as the statistical inference test to be used with small samples sizes (n ≤ 30)?
B) Population estimates A) p test
C) Survey estimates B) z test
D) Statistical estimates C) t test
92) ________ testing is the comparison of the sample statistic with what is believed to be the population value prior to D) n test
undertaking the study.
A) Inference 101) When the sample size is 30 or greater it requires the use of a ________.
B) Parameter A) n test
C) Population B) t test
D) Hypothesis C) p test
D) z test
93) Which of the following is NOT one of the three values used in parameter estimation?
A) The sample statistic 106) Which of the following describes one of the primary advantages of using ANOVA?
B) The desired level of confidence A) It raises cautionary issues of concern regarding differences.
C) The standard error of the statistic B) It allows the researcher to find similarities.
D) The desired population C) It immediately notifies the researcher if there is any significant difference.
D) It immediately notifies the researcher of potential problems.
94) There usually is some degree of variability in a sample so the ________ is a measure of the variability in a sampling
distribution. 107) ANOVA ________ so the significant differences can be located and interpreted easily.
A) parameter error A) arranges the means
B) standard error B) arranges the medians
C) variability factor C) arranges insignificant data
D) sample statistic D) arranges the mode

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108) Which of the following analyses determines whether a stable relationship exists between two variables?
A) Associative
B) Regression
C) Analysis of variance
D) Predictive

109) ________ is NOT one of the four basic types of relationships between two variables.
A) Nonmonotonic
B) Curvilinear
C) Linear
D) Elliptical

110) Which of the following means the researcher knows if the relationship between variables is positive or negative?
A) Direction
B) Significance
C) Pattern
D) General

112) ________ describes the amount of change in one variable systematically associated with a change in another
variable.
A) Correlation
B) Covariation
C) Standard deviation
D) Systematic association

113) ________ are used to determine whether a nonmonotonic relationship exists between two nominal-scaled variables.
A) Cross-tabulation and Chi-square tests
B) Tabulation analysis and t tests
C) Cross-tabulation and t tests
D) Tabulation analysis and chi-square tests

116) Which of the following represents a very powerful tool because it tells us what factors are related to the dependent
variable, how each factor influences the dependent variable (the sign), and how much each factor influences it (the size of
bi)?
A) Correlation analysis
B) Chi-square analysis
C) Analysis of variables
D) Multiple regression

118) ________ is the term indicating the presence of correlations among the independent variables in multiple regression.
A) Multicollinearity
B) Independence assumption
C) Multi-correlation
D) Regression plane

120) ________ is the "skeleton" of a research report and provides an overview of the most useful information, including
conclusions and recommendations.
A) The conclusions/recommendations
B) The body
C) The letter/memo of transmittal. D) The abstract/executive summary

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MCQs Contemporary Marketing Research

Strategic management (Institute of Management Technology, Ghaziabad)

Scan to open on Studocu

Studocu is not sponsored or endorsed by any college or university

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MCQ-Contemporary Marketing Research

1) Which form of data below can usually be obtained more quickly and at a lower cost than the
others?

a) Primary
b) Survey research
c) Experimental research
d) Secondary
e) Observational research

2) Secondary data are ________.

a) Collected mostly via surveys

b) Expensive to obtain
c) Never purchased from outside suppliers
d) Always necessary to support primary data
e) Not always very usable

3) Causal research is used to ________

a) Describe marketing problems or situations

b) Quantify observations that produce insights unobtainable through other forms of research
c) Find information at the outset in an unstructured way
d) Gather preliminary information that will help define problems
e) Test hypotheses about cause-and-effect relationships

4) Your colleague is confused about using the marketing research process, as he knows that
something is wrong but is not sure of the specific causes to investigate. He seems to be having
problems with ________, which is often the hardest step to take.

a) Selecting a research agency to help

b) Defining the problem and research objectives
c) Developing the research plan
d) Determining a research approach
e)C and D

5) In the second step of the marketing research process, research objectives should be translated
into specific ________.

a) Financial amounts
b) Results that justify the means
c) Marketing goals
d) Time allotments
e) Information needs

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6) Secondary data consists of information ________.

a) That already exists somewhere and was collected for another purpose
b) Used by competitors
c) That does not currently exist in an organized form
d) That already exists somewhere and is outdated
e) That the researcher can obtain through surveys and observation

7) Which form of data below can usually be obtained more quickly and at a lower cost than the
others?

a) Survey research
b) Syndicated
c) Secondary
d) Primary
e) Online marketing research

8) Your assistant wants to use secondary data exclusively for the current research project. You
advise him that the use of secondary data has some potential problems. Which of the following is
not one of them?

a)It may not be current.

b)It may not exist.
c)It may not be useable.
d)It may not be relevant
e)It is generally more expensive to obtain than primary data

9) Which method could a marketing researcher use to obtain information that people are
unwilling or unable to provide?

a) Focus groups
b) Personal interviews
c) Questionnaires
d) Observational research
e)Internet surveys

10) Survey research, though used to obtain many kinds of information in a variety of situations,
is best suited for gathering ________ information.

a) Attitudinal
b) Personal
c) Preference
d) Exploratory
e) Descriptive

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11) Typically, customer information is buried deep in separate databases, plans, and records of
many different company functions and departments. To overcome such problems, which of the
following could you try?

a) Customer satisfaction measurement

b) Synergetic meetings of the minds
c) Customer relationship management
d) More sophisticated software
e) Less marketing intelligence

12) Survey research is least likely to be conducted through which of the following?

a)Observation
b) Person-to-person interactions
c) The telephone
d) The Web
e) The mail

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

a)Interviewer bias is introduced

b)Under time pressures, some interviewers might cheat.
c)Potential respondents may refuse to participate
d)They are more expensive to conduct than mail questionnaires.
e)Interviewers tend to interpret answers similarly.

14) Which form of marketing research is flexible, allows for explanation of difficult questions,
and lends itself to showing products and advertisements?

a) Personal interviewing
b) Ethnographic research
c) Observational research
d) Online interviewing
e) Phone interviewing

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

a) Results take longer to tabulate and analyze.

b) Participants must be in a central location.
c) The cost of online focus groups is greater than that of most other qualitative research methods.
d) The format of focus groups can be varied.
e) The Internet format can restrict respondents' expressiveness.

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16) Mr. Ravi regularly conducts online marketing research at work. He has found that it has
several advantages over traditional methods. Which of these is not an advantage?

a)Respondents cannot remain anonymous.

b)It is more cost efficient.
c)It is easy to control who responds to surveys.
d) Report generation turnaround time is much quicker
e)It is easier for respondents to complete.

17) What are the two types of research data?

a) Qualitative and Quantitative.

b) Primary and secondary.
c) Predictive and quantitative.
d) Qualitative and predictive.

18) What is a major drawback of probability sampling?

a) Takes too much time

b) Sampling error cannot be measured
c) Easiest population from which to obtain info is chosen
d) Everyone has an equal chance of selection
e) Reliance on the judgment of the researcher

19) The most common research instrument used is the

a) Questionnaire
b) Moderator
c) Telephone interviewer
d) Live interviewer
e) Mechanical device

20) In marketing research, the ________ phase is generally the most expensive and most subject
to error.

a) Interpreting and reporting the findings

b) Exploratory research
c) Data collection
d) Planning
e) Data validation

21) Despite the data glut that marketing managers receive, they frequently complain that
they lack ________.

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a) Enough information of the right kind

b) Accurate and reliable information
c) Quality information
d) Valid information
e)Timely information

22) The real value of a company's marketing research and information system lies in the _____

a) Amount of data it generates

b) Marketing information system it follows
c) Efficiency with which it completes studies
d) Variety of contact methods it uses
e) Quality of customer insights it provides

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

a) Developing a marketing information system

b) Developing the research plan for collecting information
c) Implementing the research plan
d) Defining the problem and research objectives
e) Interpreting data and deciding on type of research

24) In CRM, findings about customers discovered through ________ techniques often lead to
marketing opportunities.

a) Data warehouse
b) Customer loyalty management
c) Customer relationship strategy
d) Data mining
e) Value network

25) What source of marketing information provides ready access to research information, stored
reports, shared work documents, contact information for employees and other stakeholders, and
more?

a) An extranet
b) Marketing intelligence
c) The Internet
d) An internal database
e) An intranet

26) When managers use small convenience samples such as asking customers what they think or
inviting a small group out to lunch to get reactions, they are using ________.

a) Informal surveys
b) Experiments

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c) Focus groups
d) Observation
e) Marketing intelligence

27) A common problem in international marketing research is the availability of ________.

a) Primary data
b) Research specialists
c) Secondary data
d) Consumers willing to answer surveys
e) Intelligence limitations

28) Which type of research would be best suited for identifying which demographic groups
prefer diet soft drinks and why they have this preference?

a) Exploratory research
b) Descriptive research
c) Experimental research
d) Ethnographic research
f) Survey research

29) As a small business consultant, you recommend to your clients that they use no-cost methods
of observation to gather market research. Which of the following are you not likely to
recommend your clients do?

a) Visit and socialize with competitors

b) Observe vehicle and pedestrian traffic.
c) Monitor competitors' advertising from local media
d) Hire additional staff to observe extensively
e) Evaluate their customer mix–how many and what kind of customers.

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

environment that assists marketers in their preparation of their plans and strategies. This
information is obtained from a number of sources and includes which of the following?

a) Newspaper articles.
b) Sales representative feedback.
c) Competitor intelligence
d) Trade journals.
e) Customer feedback.
f) All of the above.

31) The marketing research process consists of four steps. Which of the following is not one of
these steps?

a) Evaluating the competitor strategies.

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b) Developing the research plan for collecting information.

c) Defining the problem and research objectives.

32) What do many researchers encounter when conducting market research in foreign countries?

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

b) Some cultures may not value marketing research.
c) Some countries have poor mail services
d) Some countries have few telephones, limiting access to respondents
e) All of the above

33) Ravi just completed reading a marketing research report about the top 25 countries that
purchase German products. What might the report say about international research with these
countries?

a) Despite the costs of international research, the costs of not doing it are higher.
b) There is a lack of qualified research personnel.
c) The costs are higher than the benefits.
d) Interpretations of German quality are consistent among different countries.
e) It is on the decrease due to high costs.

34) Behavioural targeting, the practice of ________, is being used by more and more companies.

a) Mining and analyzing data from data warehouses

b) Tracking customers' activities and rewarding customer loyalty
c) Observing and interacting with consumers in their natural environments
d) Managing customer relationships
e) Tracking consumers' online movements and using this information to target ads to them

35) To consumers, research studies may appear to be little more than vehicles for ________.

a) Gathering names for resale

b) Building company image
c) Training future salespeople to work with people face-to-face
d) Selling the sponsor's products
e) Criticizing competition

36) Qualitative research is exploratory research used to uncover consumer attitudes, motivations
and behavior. What techniques can be applied to obtain qualitative research?

a) Elicitation interviews.
b) One to one interviews.
c) Focus groups.
d) All of the above
e) None of the above.

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

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

techniques; experimentation.
b) Video conferencing; focus groups; in-depth interviews; observational techniques.
c) Survey research/questionnaires; focus groups; in-depth interviews; observational techniques;
call centre feedback.
d) All of the above.
e) None of the above.

38) What are four methods of continuous research?

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

b) Consumer panels; home audits; personal interviews; omnibus surveys.
c) Home audits; omnibus surveys; personal interviews; in-store video footage of consumer
behaviour.
d) Consumer panels; home audits; personal interviews; in-store video footage of consumer
behaviour.
e) All of the above
f) None of the above

39) <what new product should be developed= is an example of …………??

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

40) Sources of marketing information are categorized into two groups - what are they?

a) External sources; internal sources.

b) Causal resources.
c) Macro environmental sources; micro environmental sources
d) All of the above.
e) None of the above.

41) What are the criteria for evaluating secondary data sources?

a) Source of data; who collects the data; method of data collection; construct of research.
b) Source of data; who collects the data; method of data collection; construct of data.
c) Relevance of data; who collects the data; method of data collection; who paid for the research.
d) Relevance of data; who collects the data; method of data collection; evidence of careful
work.

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42) What are three popular methods for obtaining primary data?

a) Experimentation; personal interview; Delphi technique.

b) Survey; interviews; experimentation.
c) Interviews and surveys; observation; experimentation.
d) Interviews and surveys; observation; Harrison methodology.

43) Marketing research is the function that links the ___________ to the marketer through
information---information used to identify and define marketing opportunities and problems; to
generate, refine and evaluate marketing actions; to monitor marketing performance; and to
improve understanding of the marketing process.

a) Marketer, agent and retailer

b) Demander, buyer and user
c) Specifier, influencer and user
d) Consumer, customer and public

44) The marketing information system (MIS) begins and ends with __________

a) Marketing managers
b) Marketing intelligence
c) Information technologies
d) Consumers

45) As marketing managers and researchers define the problem and set research objectives, they
should employ the following type(s) of research: __________

a)Exploratory research alone

b)Exploratory, descriptive and causal research
c)Descriptive research alone
d)Causal research alone

46) What are secondary data?

a) Information that has been collected for the specific purpose at hand
b)Information that has already been collected and recorded for another purpose and is
thus readily accessible
c)Information based on second-rate research
d)Information based solely on rumours

47) Small businesses and non-profit organisations on shoestring budgets nevertheless have
access to useful marketing information by __________

a)Relying exclusively on secondary data

b)Conducting informal surveys
c)Collecting and evaluating secondary data, as well as observing and conducting their own

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surveys and experiments

d)Hiring a few highly-skilled researchers

48) International marketers may have difficulty finding useful secondary data in other countries
mainly because __________.

a)Secondary data are difficult to translate

b)Foreign consumers may be hostile to marketers
c)Some countries lack reliable research services---if they provide such services at all
d)Consumers tend to lie on surveys and in interviews, either deliberately or inadvertently

49) Which of the following represents major public policy and ethics issues in marketing
research?

a) Intrusion on and abuse of consumer privacy

b) Representing database compilation and promotional pitches as 'pure' research
c) Intrusion on consumer privacy and the misuse of research findings
d) False claims and pushy sales representatives

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

a) Implement the research plan

b) Collect and analyse the data
c) Develop the research plan
d) Report the findings
e) Define the research problem

51) Primary data is ___________.

a) Always collected before secondary data

b) Collected for the specific purpose at hand
c) Information that already exists
d) Data collected for other purposes
e) Usually collected through annual reports

52) What are the two major advantages of collected data through telephone interviews?

a)Sample control and speed of data collection

b)Cost and response rate
c)Cost and speed of data collection
d)Flexibility and quantity of data collected
e)Control of interviewer effects and quantity of data collected

53) Expratory research undergoes following methods except

a) Expert surveys

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b) Pilot study
c) Case studies
d) None of the above

54) Census comes under which research?

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

55) Cause and effect research comes under which research type?

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

56) Rigid sequential approach to sampling and data collection comes under which research

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

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

a) Hypothesis
b) Expenditure
c)Research problem
d) None of the above

58) ………………….. is kind of prelude to the end result one hopes to achive and therefore it
requires considerable thoughts

a) Hypothesis
b) Expenditure
c)Research problem
d) None of the above

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

a) Research proposal
b) Research design
c) a and b

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d) a or b

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

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

61) <How should a new product be distributed??= is an example of …………?

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

62) <Will increase in the service staff be profitable?= Is an example of…………??

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

63) A powerful tool use in longitudinal research with exactly same people, group or
organization across time periods is called…………..

a) Focus group
b) consumer panel
c) RSA
d) None of the above
64) For primary data to be useful to marketers, it must be relevant, current, unbiased, and
________.

a) Complete
b) Accurate
c) Inexpensive
d) Collected before secondary data
e) Experimental

65) . ………………… is the variation of the panel with data being collected from retail stores on
the product being stocked, shelf placed , sale and promotion , so on

a) Retail shop audit

b) consumer panel
c TRP
d) None of the above.

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

a) Retail shop audit

b) consumer panel
c) TRP
d) None of the above.

67) The advertising is selecting slots for the advertising on the basis of which study?

a) Retail shop audit

b) consumer panel
c) TRP
d) Media Audience tracking study.

68) What is TRP?

a) Television Rating point

b) Television rating part
c) All of the above
d). Television Rating process

69) _____________ research is the gathering of primary data by watching people.

a)Survey
b)Informative
c) Observational
d)Experimental
e)Causal

70) Market research is function linking the consumer customer and public to market through

a) The media
b) Information
c) Market research
d) All of the above

71) Marketing research is related to………………

a) Finance process
b) Marketing Process
c) Business Process
d) None of the above

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72) Advance plan of research is called as

a) Research process
b) Research design
c) Research proposal
d) None of the above

73) Research design consist of following things except…………….

a) Hypothesis
b) Expenditure
c) Research problem
d) None of the above

74) A formal statement of research question or <purpose of research study= generally

a) Is made prior to literature review

b) Is made after literature review
c) Will help guide the research process
d) Both a and c

75) Source of research problem include

a) Researcher’s experience
b) Practical issue that require solutions
c) Theory and past research
d) All of the above

76) A………….. is written account of the plan for the research project.

a) Research design
b) Research proposal
c) Hypothesis
d) All of the above

77) In qualitative research proposal you would not expect to see a

a) Research questions
b) Research rim
c) Hypothesis
d) Operational definition

78) Following are characteristics of hypothesis except

a) Clarity
b) Simple

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c) Consistent
d) None of the above

79) The null hypothesis is

a) which is to be disprove
b) H0
c) None of the above
d) A and B

80) The research which is <unstructured, qualitative, highly flexible < is called as
a. Causal
b) Exploratory
c) Descriptive
d) None of the above

81) …………… is snapshot of some aspect of the market environment

a) Causal
b) Exploratory
c) Descriptive
d) None of the above

82) Which of the following is advantages of stating of HYPOTHESIS ??

a) It forces researcher to think deeply and specifically about the possible outcome of
study
b) It simplifies the study
c) None of the above
d) All of the above

83) Customer Satisfaction is an example of which of research design?

a) Qualitative
b) Quantitative
c) Causal
d) None of the above

84) Alternative hypothesis is

a) H0
b) Ha
c) Which shows positive relationship between the variables
d) B , C

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85) Following are techniques of Qualitative Research ?

a) Depth interview
b) Focus group
c) Projective technique
d) All of the above

86) Data analysis in qualitative research as contrasted with qualitative research is generally

a) Theoretical
b) Deductive
c) Applied
d) Inductive

87) Which of the following is not general feature that characteristics most qualitative research?

a) Inflexible design
b) Holistic process
c) Naturalistic inquiry
d) Personal contact

88) Conclusion from qualitative research are:

a) Less certain than from quantitative

b) Of little practice use
c) Seldom defensible
d) Of descriptive value only

89) The first step in the marketing research process is:

a) Defining the problem

b) Gathering the budget necessary to conduct the research
c) Establishing the need for marketing research
d) Getting approval from top management to do research
e) Finding an appropriate marketing firm to carry out the research project

90) Which of the following is true regarding the steps in the marketing research process?

a) Not all studies use all steps in the marketing research process.
b) There is nothing sacred about the number of steps in the research process as proposed by your
authors.
c) The steps in the marketing research process presented by your authors are universally accepted
and are adopted by the American Marketing Association.
d) A and C are true.
e) A and B are true.

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91) In establishing the need for marketing research, which of the following would serve as a
good decision rule for managers?

a) Ensuring that competitors are using marketing research, therefore a company considering
marketing research would not be at a competitive disadvantage
b) Determining the value to be derived from marketing research
c) Determining the cost of conducting marketing research
d) Weighing the value derived from the marketing research with the cost of obtaining the
marketing research information
e) Ensuring that subordinates are in favor of conducting the marketing research

92) Sometimes managers know that marketing research is not needed. In which of the following
cases would marketing research NOT be needed?

a) Competitors have introduced a successful new product and it is too late to respond.
b) Brand managers wish to assess the profitability of different items in the product line and
this information is available from the internal reports system.
c) There have been significant changes in the demographic characteristics of the market since
marketing research was last conducted.
d) A competitor has introduced a new innovative distribution system.
e) An internal analysis indicates that the company is losing distributors at an alarming rate.

93) Under which of the following conditions will marketing research likely have greater value to
management?

a) When the research helps clarify problems or opportunities

b) When the research identifies changes that are occurring in the marketplace among consumers
and/or competitors
c) When the research clearly identifies the best alternatives to pursue
d) When the research helps a company's brand establish a competitive advantage
e) All of the above

94) Which of the following statements is true regarding the marketing research step "defining the
problem"?

a) Defining the problem is the third most important step in the research process.
b) Defining the problem should be undertaken only after the project has been approved by top
management.
c) Defining the problem is the most important step in the marketing research process.
d) Defining the problem should be undertaken only after a sufficient number of firms have been
gathered to conduct the marketing research project.
e) Defining the problem is the eighth step in the marketing research process.

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95) Problems stem from which two primary sources?

a) Gaps between what is supposed to happen and what did happen and gaps between what is
supposed to happen and what happened in the past.
b) Gaps between what is supposed to happen and what did happen and gaps between
what did happen and what could have happened
c) Gaps between what is happening now and what happened prior to the present
d) Gaps between what management desires and what stockholders desire
e) Gaps between what present consumers desire and what potential consumers desire

96) Which of the following is true regarding research objectives?

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

a) There are four categories of research design.

b) There are three categories of research design.
c) There are five categories of research design.
d) There are eight categories of research design.
e) Research design may not be categorized.

98) Which of the following would be true regarding exploratory research?

a. Exploratory research is highly structured.
b. Exploratory research is very formal.
c. Exploratory research determines causality.
d. Exploratory research is both unstructured and informal.
e. Exploratory research answers who, what, where, when, and how questions.

99) Interview is an example of which data??

a)Primary
b) Secondary
c)Both a and b
d) None of the above

100) Main drawback of primary data is?

a) Biasness

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b) sample design
c)Research problem
d) All of the above

101) Wrong questionnaire is an example of …………..

a. Primary data collection problem
b. Secondary collection problem
c. a and b both
d. None of the above

102) ……………… usually is a list of population members to obtained a sample.

a) Sampling Frame
b) Sample
c) Sampling
d) All of the above

103) All sample have same chance of getting selected is called as…………

a) Probability
b) Non-Probability
c) Quota
d) Snowball

104) Convenience sampling is an example of

a) Probabilistic sampling
b) Stratified sampling
c) Nonprobabilistic sampling
d) Cluster sampling

105) Which of the following is an example of nonprobabilistic sampling?

a) Simple random sampling

b) Stratified simple random sampling
c) Cluster sampling
d) Judgment sampling

106) Stratified random sampling is a method of selecting a sample in which

a) The sample is first divided into strata, and then random samples are taken from each stratum
b) Various strata are selected from the sample
c) The population is first divided into strata, and then random samples are drawn from
each stratum
d) None of these alternatives is correct.

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107) Despite the data glut that marketing managers receive, they frequently complain that they
lack ________.

a) Enough information of the right kind

b) Timely information
c) Accurate information
d) Reliable information
e) Valid information

108) Which of the following is true regarding causal research?

a. Causal research is the questions of who, what, where, when, and how.
b. Causal research is informal and unstructured.
c. Causal research isolates causes and effects.
d. Causal research describes marketing phenomena.
e. Causal research is the seventh step in the marketing research process.

109) Which of the following is true regarding primary information?

a. Primary information is information gathered on school children in the primary grades

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

110) Which of the following determines how representative a sample is of a population?

a. The size of the sample

b. The sampling company from which the sample is acquired
c. The sample plan
d. The size of the sample relative to the size of the population
e. How varied the population is

111) Which of the following is true regarding the size of the sample?

a) There is no such thing as having a sample that is too large.

b) You should strive to have a sample that is at least 50 percent of the size of the population.
c) A sample size that is too large wastes research dollars; the sample size should be just
c) Large enough to give the researcher accurate results without wasting money.
d) Sample size is more important than the sample plan.
e) Only samples with large sample sizes may be considered representative samples.

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112) The existing company information is an example of which data??

a)Primary
b) Secondary
c) Both a and b
d)None of the above
113) Which of the following statements is NOT true regarding information collected for
marketers?

a) Many managers lack information of the right kind.

b) Most managers do not need more information.
c) Most managers need better information.
d) Many managers are burdened by data overload.
e) Managers have enough of the right information.

114) A marketing information system (MIS) consists of people and procedures to assess
information needs, ________, and help decision makers analyze and use the information.

a) Experiment to develop information

b) Test market the information
c) Develop the needed information
d) Critique the needed information
e) Question the needed information

115) A good MIS balances the information users would ________ against what they really
________ and what is ________.

a) Need; like; feasible

b) Like; can afford; needed
c) Like to have; need; feasible to offer
d) Need; can afford; useful
e) Use; have to use; available

116) Marketers must weigh carefully the costs of additional information against the ________
resulting from it.

a) organization
b) benefits
c) creativity
d) ethical issues
e) cost

117) Four common sources of internal data include the accounting department, operations, the
sales force, and the ________.

a) Owners

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b) Stockholders
c) Marketing department
d) Competition
e) Web

118) Marketing information from which type of database usually can be accessed more quickly
and cheaply than other information sources?

a) External
B) LexisNexis
C) Dun & Bradstreet's
D) internal
E) Hoover's

119) ________ is the systematic collection and analysis of publicly available information about
consumers, competitors, and developments in the marketing environment.

a) Marketing data
b) Marketing intelligence
c) Sales management
d) Customer intelligence
e) Competitive intelligence

120) Which of the following statements regarding marketing intelligence is true?

a) The advantage of using competitive intelligence is negligible.

b) All marketing intelligence is available for free.
c) Marketing intelligence relies upon privately held information.
d) Marketing intelligence relies upon publicly available information.
e) Marketing intelligence gathering is more focused on gaining insights into consumer activities
than competitors' activities.

121) Which of the following is NOT considered a source of marketing intelligence?

a) Suppliers
b) Resellers
c) Key customers
d) Causal research
e) Activities of competitors

122) Which of the following is NOT a potential source for marketing intelligence?

a) Looking through competitors' garbage

b) Purchasing competitors' products
c) Monitoring competitors' sales
d) Collecting primary data

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e) Talking with purchasing agents

123) Which of the following is an example of a free online database that a company could access
in order to develop marketing intelligence?

a) LexisNexis
b) ProQuest
c) Dialog
d) The U.S. Security and Exchange Commission's database
e) Hoover's

124) ________ is the systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.

a) The marketing information system

b) Marketing intelligence
c) Marketing research
d) Competitive intelligence
e) Causal research

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

a) Developing a marketing information system

b) Defining the problem and research objectives
c) Developing the research plan for collecting information
d) Implementing the research plan
e) Hiring an outside research specialist

126) Which step in the four-step marketing research process has been left out of the following
list: defining the problems and research objectives, implementing the research plan, and
interpreting and reporting the findings?

a) Developing the research budget

b) Choosing the research agency
c) Choosing the research method
d) Developing the research plan
e) Comparing and contrasting primary and secondary data

127) Causal research is used to ________.

a) Test hypotheses about cause-and-effect relationships

b) Gather preliminary information that will help define problems
c) Uncover information at the outset in an unstructured way
d) Describe marketing problems or situations
e) Quantify observations that produce insights unobtainable through other forms of research

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128) Managers often start with ________ research and later follow with ________ research.

a) Exploratory; causal
b) Descriptive; causal
c) Descriptive; exploratory
d) Causal; descriptive
e) Causal; exploratory

129) Your colleague is confused about using the marketing research process, as he knows that
something is wrong but is not sure of the specific causes to investigate. He seems to be having
problems with ________, which is often the hardest step to take.

a) Developing the research plan

b) Determining a research approach
c) Defining the problem and research objectives
d) Selecting a research agency

130) Through which of these sources of information is a competitor LEAST likely to reveal
intelligence information?

a) Annual reports
b) Trade show exhibits
c) Web pages
d) Press releases
e) Internal marketing conferences

131) To combat marketing intelligence efforts by competitors, Unilever Corporation is now

providing ________ to employees.

a) Competitive intelligence training

b) Privacy blocks
c) Protection
d) Less information
e) A code of ethics

132) The objective of ________ research is to gather preliminary information that will help
define the problem and suggest hypotheses.

a) Exploratory
b) Descriptive
c) Causal
d) Primary
e) Secondary

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133) In the second step of the marketing research process, research objectives should be
translated into specific ________.

a) Marketing goals
b) Information needs
c) Dollar amounts
d) Research methods
e)Information sources

134) Secondary data consists of information ________.

a) That already exists somewhere but is outdated

b) That does not currently exist in an organized form
c) That already exists but was collected for a different purpose
d) Used by competitors
e) That researchers can only obtain through surveys and observation

135) Information collected from online databases is an example of ________ data.

a) Primary
b) Secondary
c) Observational
d) Experimental
e) Ethnographic

136) Your assistant wants to use secondary data exclusively for the current research project. You
advise him that the use of secondary data has some potential problems. Which of the following is
NOT one of them?

a) It may not exist.

b) It may not be relevant.
c) It is generally more expensive to obtain than primary data.
d) It may not be current.
e) It may not be impartial.

137) Which method could a marketing researcher use to obtain information that people are
unwilling or unable to provide?

a) Observational
b) Survey
c) Questionnaire
d) Focus groups
e) Personal interviews

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138) Ethnographic research ________

a) Comes from traditional focus groups

b) Is gathered where people live and work
c) Provides secondary data
d) Is most popular in the service sector
e) Provides data to marketers when observation is impossible

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