MARKETING MANAGEMENT AND RESEARCH

1.
A company wants to gather primary data for their research. Which method involves
collecting data directly from the source?
A. Secondary data analysis

B. Survey research

C. Data mining

D. Literature review

2.
A company is developing a research proposal. Which element should outline the
step-by-step approach to conducting the research?
A. Literature review

B. Research design

C. Data analysis plan

D. Budget

3.
A business is conducting causal research to understand the relationship between
advertising and sales. What is the primary goal of this type of research?
A. To explore a phenomenon

B. To establish cause-and-effect
relationships
C. To gather descriptive data

D. To monitor market trends

4.
A business wants to gather quantitative data on consumer preferences. Which research
method is most suitable for this purpose?
A. Focus groups

B. Surveys

C. In-depth interviews

D. Observational studies
5.
A company is evaluating the role of competitive intelligence in marketing research. Which
aspect is a key benefit of competitive intelligence?
A. Reducing marketing costs

B. Enhancing decision-making with insights about

competitors
C. Increasing employee productivity

D. Simplifying product development

6.
A company is formulating hypotheses for their research study. What is a key characteristic
of a well-formulated hypothesis?
A. Broad and general

B. Testable and specific

C. Complex and detailed

D. Theoretical and abstract

7.
A business is analyzing the reliability of their research findings. Which characteristic is
essential for ensuring reliability?
A. Consistency of results over time

B. Validity of the measurement

C. Accuracy of data collection

D. Relevance to the research problem

8.
A company wants to identify the primary purpose of marketing research. Which objective is
most aligned with this purpose?
A. Increasing production efficiency

B. Understanding consumer needs and

preferences
C. Reducing operational costs

D. Enhancing employee performance

9.
A firm wants to understand the cause-and-effect relationship between advertising
expenditure and sales revenue. Which research design is most appropriate for this
purpose?
A. Descriptive research

B. Causal research

C. Exploratory research

D. Qualitative research

10.
A company is conducting exploratory research. What is the primary purpose of this type of
research?
A. To test specific hypotheses

B. To explore and understand a problem or

situation
C. To measure market share

D. To predict future trends

11.
A company wants to choose the most suitable research design for their study. Which type
of research design is characterized by manipulating one variable to determine its effect on
another variable?
A. Descriptive research

B. Exploratory research

C. Causal research

D. Observational research
12.
A firm wants to gather in-depth insights into consumer behavior through detailed,
open-ended questions. Which research method should they choose?
A. Surveys

B. Focus groups

C. Observational studies

D. Experimental research

13.
A firm is deciding between primary and secondary data for their research. Which
characteristic distinguishes primary data from secondary data?
A. Easier to collect

B. More relevant and specific to the research

problem
C. Less expensive to obtain

D. Readily available from existing sources

14.
A business is defining a marketing research problem. Which characteristic should this
problem statement have?
A. Broad and vague

B. Specific and actionable

C. Complex and technical

D. General and theoretical

15.
A business wants to ensure their sample is representative of the entire population. Which
sampling method should they use?
A. Convenience sampling

B. Quota sampling

C. Snowball sampling

D. Simple random
sampling
16.
A business is using stratified sampling for their research. What is the key advantage of this
method?
A. It is less expensive and time-consuming

B. It allows for a more accurate representation of subgroups within the

population

C. It uses readily available data

D. It avoids the need for random selection

17.
A company is conducting face-to-face interviews to gather data. Which advantage is
associated with this data collection method?
A. High cost and time requirements

B. Limited geographical reach

C. Ability to clarify questions and probe

deeper
D. Anonymity of respondents

18.
A firm is planning a marketing research project. What is the first step they should take in
the research process?
A. Collecting data

B. Defining the research

problem
C. Analyzing data

D. Preparing the research report

19.
A firm wants to reduce bias in their sample selection. Which technique should they use to
achieve this goal?
A. Convenience sampling

B. Judgment sampling

C. Random sampling

D. Snowball sampling

20.
A firm is designing a questionnaire to collect data from respondents. Which type of question
should they use to gather detailed, qualitative information?
A. Closed-ended questions

B. Multiple-choice questions

C. Open-ended questions

D. True/false questions

21.
A business is in the early stages of research and wants to gather preliminary information to
define the problem more clearly. Which type of research design should they use?
A. Causal research

B. Descriptive research

C. Exploratory research

D. Experimental research

22.
A firm is conducting a study to understand consumer preferences. They are collecting data
without altering any variables. Which research design are they using?
A. Experimental research

B. Descriptive research

C. Causal research

D. Exploratory research
23.
A firm is deciding whether to conduct marketing research internally or hire an external
agency. What is a key advantage of using an external marketing research agency?
A. Lower costs

B. Specialized expertise and objectivity

C. Greater control over the research process

D. Faster implementation

24.
A company is developing a marketing research proposal. What key element should be
included to outline the research objectives and methods?
A. Budget and timeline

B. Research design

C. Data analysis plan

D. Final report format

25.
A company is designing a sampling plan. What is the first step they should take in this
process?
A. Defining the population

B. Selecting the sampling method

C. Determining the sample size

D. Collecting the data

26.
A firm wants to collect data that can be easily quantified and analyzed statistically. Which
type of data should they focus on collecting?
A. Qualitative data

B. Nominal data

C. Ordinal data

D. Quantitative data
27.
A business is using secondary data for their research. Which source is an example of
secondary data?
A. Surveys conducted by the company

B. Government publications

C. In-depth interviews with customers

D. Focus groups organized by the company

28.
A company is conducting an observational study. What is the primary characteristic of this
data collection method?
A. Direct interaction with respondents

B. Manipulating variables to observe effects

C. Recording behavior without

interference
D. Using secondary data sources

29.
A business is conducting a survey to collect data from a specific group of customers. What
type of data collection method are they using?
A. Secondary data

B. Primary data

C. Qualitative data

D. Experimental data

30.
A company is planning a research study and wants to ensure they collect data that can be
generalized to a larger population. Which sampling method should they use?
A. Convenience sampling

B. Judgment sampling

C. Snowball sampling

D. Probability sampling