1. What is ‘customer lifetime value (CLTV)’ and how is marketing research used to improve it?
A. A measure of customer satisfaction, improved through surveys.
B. A prediction of the net profit attributed to the entire future relationship with a customer, improved by understanding customer behavior and preferences through research.
C. The total revenue a customer generates in a single transaction, improved through price optimization studies.
D. The cost of acquiring a new customer, improved through advertising research.
2. Which type of data is easier to analyze statistically: qualitative or quantitative?
A. Qualitative data
B. Quantitative data
C. Both are equally easy
D. Neither is easy to analyze
3. What is ‘test marketing’?
A. A test of the marketing research methods.
B. A limited-scale launch of a new product or marketing campaign to assess its viability.
C. A test of the sales team’s abilities.
D. A test of the company’s financial stability.
4. What is the purpose of a research proposal?
A. To present the final research findings
B. To outline the research objectives, methodology, and timeline
C. To analyze the data
D. To collect data
5. What is the difference between ‘primary’ and ‘secondary’ research?
A. Primary research is more important than secondary research.
B. Primary research is original research conducted to answer a specific question, while secondary research involves using existing data.
C. Secondary research is always more accurate than primary research.
D. There is no difference.
6. A researcher observes customers’ behavior in a store without interacting with them. What type of research is this?
A. Survey research
B. Experimental research
C. Ethnographic research
D. Observational research
7. A company wants to determine if a change in packaging will increase sales. Which type of research is most appropriate?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
8. What is a key advantage of using secondary data in marketing research?
A. It is always more accurate than primary data
B. It is generally less expensive and faster to obtain than primary data
C. It is tailored specifically to the research question
D. It eliminates the need for primary research
9. What does ‘statistical significance’ mean in marketing research?
A. The results are important for the company
B. The results are likely due to chance
C. The results are unlikely to have occurred by chance
D. The results are always practically significant
10. What is ‘neuromarketing’?
A. Marketing to older adults.
B. Using neuroscience methods to study consumer responses to marketing stimuli.
C. Marketing that focuses on health and wellness.
D. Marketing that uses only online channels.
11. What is a leading question in survey design?
A. A question that is open-ended
B. A question that is neutral and unbiased
C. A question that prompts or encourages a particular answer
D. A question that is difficult to understand
12. What is ‘Big Data’ in the context of marketing research?
A. Data that is very important.
B. Extremely large and complex datasets that are difficult to process using traditional data processing applications.
C. Data that is kept secret from competitors.
D. Data that is only used by large corporations.
13. What is the difference between a sample and a population in marketing research?
A. A sample is larger than a population
B. A population is a subset of a sample
C. A sample is a subset of a population
D. There is no difference
14. Which of the following best describes ‘marketing intelligence’?
A. Random guesses about the market
B. The systematic gathering and analysis of publicly available information about competitors and the market environment
C. Secret information obtained illegally
D. Information only about the company’s own sales data
15. Which of the following is NOT a method of collecting primary data?
A. Surveys
B. Experiments
C. Focus groups
D. Government reports
16. Which of the following is an example of a nominal scale question?
A. How satisfied are you with our product? (1-5 scale)
B. What is your income?
C. What is your gender?
D. Rank these features in order of importance.
17. What is the purpose of a ‘pilot study’ in marketing research?
A. To test the final research report.
B. To conduct the research on a small scale before the full-scale study to identify potential problems.
C. To analyze the data.
D. To present the research findings to stakeholders.
18. Which scale of measurement has a true zero point?
A. Nominal scale
B. Ordinal scale
C. Interval scale
D. Ratio scale
19. Which type of research is primarily exploratory and used to gain an understanding of underlying opinions and motivations?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Experimental research
20. What is the primary benefit of using online surveys in marketing research?
A. They always provide more accurate data.
B. They are generally faster and more cost-effective than traditional methods.
C. They can only reach a younger demographic.
D. They eliminate the need for any statistical analysis.
21. What is the main purpose of data cleaning in the marketing research process?
A. To make the data look more presentable
B. To identify and correct errors or inconsistencies in the data
C. To analyze the data
D. To collect more data
22. What is the primary goal of descriptive research in marketing?
A. To identify cause-and-effect relationships
B. To explore new ideas
C. To describe the characteristics of a population or phenomenon
D. To test hypotheses
23. What ethical consideration is most important in marketing research involving human subjects?
A. Using complex statistical analysis
B. Obtaining informed consent from participants
C. Guaranteeing anonymity to the researchers
D. Publishing all research findings, regardless of the outcome
24. Which of the following sampling methods is a probability sampling technique?
A. Convenience sampling
B. Quota sampling
C. Simple random sampling
D. Judgment sampling
25. A clothing retailer notices a correlation between ice cream sales and swimwear sales. What type of relationship is this most likely to be?
A. A causal relationship
B. A spurious relationship
C. A direct relationship
D. An inverse relationship
26. What is ‘data mining’ in marketing research?
A. The process of collecting primary data.
B. The process of discovering patterns and insights from large datasets.
C. The process of cleaning data.
D. The process of presenting data in a report.
27. A researcher wants to measure the ‘brand awareness’ of a company. What type of research is best suited?
A. Exploratory Research
B. Descriptive Research
C. Causal Research
D. Ethnographic Research
28. A marketing manager wants to understand consumer perceptions of a new product. Which qualitative research method would be most appropriate?
A. Regression analysis
B. Focus groups
C. Conjoint analysis
D. Descriptive statistics
29. What is the purpose of a sampling plan in marketing research?
A. To eliminate all bias in the research
B. To select a representative subset of the population for study
C. To collect data from the entire population
D. To analyze secondary data
30. What is the purpose of market segmentation research?
A. To find the largest possible market
B. To identify distinct groups of consumers with different needs and preferences
C. To reduce competition
D. To lower prices
31. A company conducts A/B testing on its website. What is the purpose of this research method?
A. To segment the customer base.
B. To compare two versions of a webpage or marketing element to see which performs better.
C. To measure overall customer satisfaction.
D. To identify key competitors.
32. A company wants to measure customer satisfaction using a Likert scale. What type of data will be collected?
A. Nominal data
B. Ordinal data
C. Interval data
D. Ratio data
33. What is the purpose of a marketing research report?
A. To collect data from the target audience.
B. To present the research findings and recommendations to decision-makers.
C. To design the research questionnaire.
D. To analyze the data collected from the survey.
34. Which of the following best describes the purpose of exploratory research in marketing?
A. To gather preliminary information that will help define problems and suggest hypotheses.
B. To test hypotheses about cause-and-effect relationships.
C. To describe the size and composition of the market.
D. To provide specific percentages or numbers related to marketing metrics.
35. What is the potential drawback of using online surveys for marketing research?
A. Online surveys are too expensive.
B. Online surveys are difficult to design.
C. The sample may not be representative of the entire target population.
D. Online surveys are not anonymous.
36. A survey question asks, ‘How satisfied are you with our product and customer service?’ What type of question is this and why is it problematic?
A. It is a leading question because it suggests a desired answer.
B. It is a double-barreled question because it asks about two different issues at once.
C. It is a loaded question because it contains emotionally charged language.
D. It is an ambiguous question because it is unclear what is being asked.
37. Which of the following statistical techniques is most appropriate for examining the relationship between two continuous variables?
A. T-test
B. Chi-square test
C. Regression analysis
D. ANOVA
38. Which of the following is a potential ethical concern in marketing research?
A. Using statistical software to analyze data.
B. Obtaining informed consent from participants.
C. Maintaining the confidentiality of participant data.
D. Using deceptive practices to obtain information from respondents.
39. Which of the following is an example of secondary data a marketing researcher might use?
A. Data collected from a customer satisfaction survey.
B. U.S. Census Bureau data on household income.
C. Results from an A/B test on a website.
D. Information obtained from in-depth interviews.
40. A researcher uses convenience sampling to collect data. What is a major limitation of this method?
A. It is too time-consuming.
B. It is difficult to implement.
C. The results may not be generalizable to the entire population.
D. It requires a large sample size.
41. Which data collection method is most suitable for gathering in-depth qualitative data about consumer motivations and feelings?
A. Surveys with closed-ended questions
B. Experiments with controlled variables
C. Focus groups and in-depth interviews
D. Large-scale quantitative data analysis
42. What is ‘test marketing’ and why is it used?
A. A statistical test used to analyze survey data.
B. A controlled experiment conducted in a limited geographical area to test a new product or marketing campaign before a full-scale launch.
C. A method for testing the reliability of a research questionnaire.
D. A process for identifying potential target markets.
43. What is the key difference between primary and secondary data in marketing research?
A. Primary data is more expensive than secondary data.
B. Primary data is collected for the specific purpose at hand, while secondary data already exists.
C. Secondary data is always more reliable than primary data.
D. Primary data is quantitative, while secondary data is qualitative.
44. What is the purpose of pretesting a questionnaire?
A. To increase the sample size of the study.
B. To identify and correct any problems with the questionnaire wording or format.
C. To analyze the data collected from the survey.
D. To ensure that the questionnaire is administered to the correct target audience.
45. A marketing research study consistently produces similar results over repeated trials. What does this indicate about the study?
A. It is valid.
B. It is reliable.
C. It is generalizable.
D. It is unbiased.
46. What is the primary goal of causal research in marketing?
A. To describe market characteristics or functions.
B. To identify cause-and-effect relationships.
C. To generate new product ideas.
D. To predict future sales trends.
47. What is the purpose of data cleaning in the marketing research process?
A. To analyze the data and draw conclusions.
B. To identify and correct errors, inconsistencies, and missing values in the data.
C. To collect the data from the target audience.
D. To design the research questionnaire.
48. A researcher wants to understand consumer perceptions of a new advertising campaign. Which of the following is an example of primary data they might collect?
A. Industry reports on advertising spending
B. Government statistics on consumer demographics
C. Focus group interviews with target consumers
D. Articles published about the advertising industry
49. Which section of a marketing research report typically summarizes the key findings and their implications for marketing strategy?
A. Methodology
B. Introduction
C. Executive Summary
D. Data Analysis
50. What is the difference between open-ended and closed-ended questions in a survey?
A. Open-ended questions are quantitative, while closed-ended questions are qualitative.
B. Open-ended questions allow respondents to answer in their own words, while closed-ended questions provide pre-defined response options.
C. Closed-ended questions are more reliable than open-ended questions.
D. Open-ended questions are easier to analyze than closed-ended questions.
51. What is the difference between validity and reliability in marketing research?
A. Validity refers to the consistency of the results, while reliability refers to the accuracy of the measurement.
B. Validity refers to the accuracy of the measurement, while reliability refers to the consistency of the results.
C. Validity is more important than reliability.
D. Reliability is more important than validity.
52. Which of the following sampling methods is considered a probability sampling technique?
A. Convenience sampling
B. Quota sampling
C. Simple random sampling
D. Judgment sampling
53. A researcher wants to compare the average satisfaction scores of customers who purchased three different product versions. Which statistical test would be most appropriate?
A. Correlation analysis
B. Regression analysis
C. T-test
D. ANOVA
54. A retailer wants to understand the demographic profile and purchasing habits of its online customers. Which type of research would be most suitable?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Experimental research
55. What is ‘informed consent’ in the context of marketing research?
A. Obtaining approval from management to conduct the research.
B. Ensuring that participants are fully aware of the research purpose, procedures, and potential risks before they agree to participate.
C. Guaranteeing participants anonymity in the research findings.
D. Providing participants with financial compensation for their participation.
56. What is the purpose of a sampling plan in marketing research?
A. To ensure that every member of the population is included in the study.
B. To select a representative subset of the population for data collection.
C. To eliminate bias from the research findings.
D. To minimize the cost of the research project.
57. A company is considering launching a new product line. Which type of research would be most appropriate to gauge initial consumer interest and identify potential product features?
A. Descriptive research
B. Causal research
C. Exploratory research
D. Predictive research
58. A researcher collects data on consumer preferences for different brands of coffee. Which type of scale is being used if the researcher asks respondents to rank the brands from most preferred to least preferred?
A. Nominal scale
B. Ordinal scale
C. Interval scale
D. Ratio scale
59. A company is experiencing declining sales. They conduct marketing research to identify the underlying causes. Which type of research is this?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Predictive research
60. Which type of scale has a true zero point, allowing for meaningful ratio comparisons?
A. Nominal scale
B. Ordinal scale
C. Interval scale
D. Ratio scale
61. What is a ‘Type I error’ in hypothesis testing?
A. Accepting a false null hypothesis.
B. Rejecting a true null hypothesis.
C. Failing to reject a false null hypothesis.
D. Rejecting a false null hypothesis.
62. Which of the following is a key benefit of using marketing research for small businesses?
A. It eliminates the need for marketing expertise.
B. It guarantees success in the market.
C. It helps to make informed decisions and reduce the risk of costly mistakes.
D. It is required by law.
63. What is ‘A/B testing’ in marketing research?
A. A method for measuring customer satisfaction.
B. A type of qualitative research.
C. A method of comparing two versions of a marketing element to see which performs better.
D. A technique for analyzing market segmentation.
64. A company wants to launch a new product. Which of the following research methods would be most suitable for generating initial ideas and insights?
A. Conclusive research
B. Exploratory research
C. Descriptive research
D. Causal research
65. What is the difference between primary and secondary data in marketing research?
A. Primary data is collected for a specific purpose, while secondary data already exists.
B. Primary data is always quantitative, while secondary data is always qualitative.
C. Primary data is more expensive, while secondary data is free.
D. Primary data is less reliable, while secondary data is more reliable.
66. What is the primary goal of descriptive research?
A. To explore potential causes of a problem.
B. To describe the characteristics of a population or phenomenon.
C. To test hypotheses about cause-and-effect relationships.
D. To predict future market trends.
67. What is ‘market segmentation’ in marketing research?
A. Dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors.
B. Analyzing the overall size and growth rate of a market.
C. Identifying the key competitors in a market.
D. Developing a marketing plan for a specific product.
68. A researcher is conducting a survey and includes a ‘double-barreled’ question. What does this mean?
A. The question is too long and complex.
B. The question asks about two different issues at the same time.
C. The question uses negative wording.
D. The question is leading or biased.
69. What type of research would be best suited to explore consumers’ perceptions of a new product concept?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Predictive research
70. A marketing researcher wants to understand the impact of a price increase on sales. Which type of research would be most appropriate?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
71. What is the primary purpose of using control groups in experimental research?
A. To increase the sample size of the study.
B. To provide a baseline for comparison to determine the effect of the treatment.
C. To make the experiment more realistic.
D. To reduce the cost of the experiment.
72. What is the purpose of ‘data cleaning’ in the marketing research process?
A. To ensure the confidentiality of respondents’ data.
B. To transform data into a format suitable for analysis.
C. To identify and correct errors, inconsistencies, and missing values in the data.
D. To present data in a visually appealing manner.
73. A company is considering entering a new market. What type of research would be MOST helpful in assessing the market’s potential?
A. Product research
B. Market research
C. Advertising research
D. Sales research
74. Which data collection method is MOST suitable for gathering in-depth information about individual consumer experiences?
A. Surveys
B. Experiments
C. Focus groups
D. In-depth interviews
75. In the context of marketing research, what does ‘customer lifetime value (CLTV)’ represent?
A. The total revenue a customer generates for a company over their entire relationship.
B. The average profit margin a company earns on each sale.
C. The cost of acquiring a new customer.
D. The number of years a customer remains loyal to a brand.
76. Which of the following sampling methods is a probability sampling technique?
A. Convenience sampling
B. Judgment sampling
C. Quota sampling
D. Stratified random sampling
77. Which of the following is an example of unethical marketing research practice?
A. Obtaining informed consent from participants.
B. Using deception to collect data without informing participants about the study’s true purpose.
C. Protecting the anonymity of respondents.
D. Accurately reporting research findings, even if they are unfavorable.
78. Which of the following is a limitation of focus group research?
A. It is difficult to gather in-depth information.
B. It is expensive to conduct.
C. The results may not be generalizable to the larger population.
D. It takes a long time to analyze the data.
79. Which of the following is an advantage of using secondary data in marketing research?
A. It is always more accurate than primary data.
B. It is generally less expensive and quicker to obtain than primary data.
C. It is customized to the specific research problem.
D. It provides insights into future trends.
80. What is ‘Net Promoter Score (NPS)’?
A. A measure of customer satisfaction.
B. A measure of brand awareness.
C. A measure of customer loyalty and willingness to recommend a company or brand.
D. A measure of market share.
81. Which statistical technique is MOST appropriate for examining the relationship between two continuous variables?
A. Chi-square test
B. T-test
C. Regression analysis
D. Analysis of variance (ANOVA)
82. What is ‘sampling error’ in marketing research?
A. Mistakes made by the researcher during data analysis.
B. Errors in the questionnaire design.
C. The difference between the sample result and the true population value.
D. Errors caused by non-response bias.
83. What is a key disadvantage of using online surveys for marketing research?
A. High cost per response
B. Limited geographic reach
C. Potential for low response rates and biased samples
D. Difficulty in analyzing the data
84. What is the Hawthorne effect in marketing research?
A. The tendency of people to behave differently when they know they are being observed.
B. The tendency of people to give socially desirable answers.
C. The tendency of people to agree with statements, regardless of their content.
D. The tendency of people to drop out of a study before it is completed.
85. What is the primary purpose of ‘hypothesis testing’ in marketing research?
A. To generate new research ideas.
B. To confirm the validity of secondary data.
C. To determine whether there is enough evidence to support a claim or hypothesis.
D. To summarize the data collected in the research.
86. A marketing research report should always include:
A. All raw data collected.
B. A detailed description of every statistical test performed.
C. Clear and concise findings and recommendations.
D. A copy of the research proposal.
87. What is the purpose of a ‘brand audit’ in marketing research?
A. To assess the financial performance of a brand.
B. To evaluate the effectiveness of a brand’s advertising campaigns.
C. To comprehensively examine a brand’s current position in the market, including its strengths, weaknesses, opportunities, and threats.
D. To determine the optimal pricing strategy for a brand.
88. Which of the following is the FIRST step in the marketing research process?
A. Develop the research plan
B. Analyze the information
C. Define the problem and research objectives
D. Implement the research plan
89. A researcher wants to understand the relationship between advertising spending and brand sales. Which statistical technique would be MOST appropriate?
A. T-test
B. Chi-square test
C. Correlation analysis
D. Focus group
90. A researcher uses a Likert scale to measure consumer attitudes. What type of data is being collected?
A. Nominal data
B. Ordinal data
C. Interval data
D. Ratio data
91. Which of the following is a potential disadvantage of online surveys?
A. High cost
B. Limited geographic reach
C. Low response rates and potential for biased samples
D. Difficulty in collecting qualitative data
92. A retail chain wants to understand the impact of a recent price change on sales of a specific product. Which research method would be most suitable?
A. Conducting exploratory research
B. Performing a causal research study
C. Analyzing customer reviews online
D. Conducting ethnographic research
93. What is the potential ethical concern associated with using ‘neuromarketing’ techniques in marketing research?
A. The high cost of the technology
B. The potential for manipulating consumers’ subconscious decisions without their awareness or consent
C. The difficulty in interpreting the data
D. The limited availability of neuromarketing experts
94. A company wants to understand how its brand is perceived compared to its competitors. Which research technique would be most helpful?
A. Conducting a SWOT analysis
B. Performing a brand tracking study
C. Analyzing social media sentiment
D. Conducting a customer satisfaction survey
95. A restaurant chain is considering adding a new menu item. What type of research would be most effective in predicting the potential sales of this new item?
A. Conducting exploratory research
B. Performing a concept test with a sample of customers
C. Analyzing historical sales data of similar menu items
D. Conducting ethnographic research
96. What is ‘data mining’ in the context of marketing research?
A. The process of collecting primary data from online sources
B. The process of extracting meaningful patterns and insights from large datasets
C. The process of surveying customers about their data preferences
D. The process of deleting irrelevant data from a database
97. What is the ‘Hawthorne effect’ in marketing research, and how can it impact study results?
A. The tendency for people to behave differently when they know they are being observed, potentially skewing study results
B. The tendency for people to provide socially desirable answers, regardless of their true beliefs
C. The tendency for people to forget details over time, leading to inaccurate data
D. The tendency for people to drop out of a study before it is completed
98. What is the primary goal of causal research in marketing?
A. To describe the characteristics of a population
B. To identify cause-and-effect relationships
C. To explore new product ideas
D. To predict future sales
99. What is the purpose of ‘data validation’ in the marketing research process?
A. To identify key trends in the data
B. To ensure that the data collected is accurate, complete, and consistent
C. To present the data in a visually appealing format
D. To remove outliers from the data
100. What is the difference between ‘qualitative’ and ‘quantitative’ research methods?
A. Qualitative research focuses on numerical data and statistical analysis, while quantitative research explores in-depth insights and understanding
B. Quantitative research focuses on numerical data and statistical analysis, while qualitative research explores in-depth insights and understanding
C. Qualitative research is always more expensive than quantitative research
D. Quantitative research is only used in online surveys
101. What is ‘customer journey mapping,’ and how is it used in marketing research?
A. A method for segmenting customers based on demographics
B. A visual representation of the steps a customer takes when interacting with a company, used to identify pain points and opportunities for improvement
C. A technique for analyzing competitor pricing strategies
D. A tool for measuring customer satisfaction levels
102. A marketing manager needs to understand why a recent advertising campaign failed to increase sales. What type of research is most appropriate?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Secondary research
103. What is the difference between ‘probability sampling’ and ‘non-probability sampling’?
A. Probability sampling is faster and cheaper
B. In probability sampling, each member of the population has a known chance of being selected, while in non-probability sampling, the selection is based on convenience or judgment
C. Non-probability sampling is more accurate
D. Probability sampling is only used in qualitative research
104. What is the purpose of a ‘test market’ in marketing research?
A. To evaluate the effectiveness of a marketing campaign in a real-world setting before a full-scale launch
B. To gather feedback from employees about a new product
C. To analyze competitor pricing strategies
D. To estimate the size of the overall market
105. A company wants to understand the effectiveness of its social media marketing efforts. Which metrics would be most relevant to track?
A. Website traffic and bounce rate
B. Engagement metrics (likes, shares, comments), reach, and brand mentions
C. Sales revenue and profit margin
D. Customer satisfaction scores and Net Promoter Score (NPS)
106. Which sampling method involves dividing the population into mutually exclusive groups (such as age groups) and randomly selecting samples from each group?
A. Convenience sampling
B. Simple random sampling
C. Stratified random sampling
D. Quota sampling
107. A company is launching a new line of organic snacks. Which research approach would be most effective to understand consumer attitudes towards organic food and identify key purchase drivers?
A. Conducting a large-scale quantitative survey
B. Analyzing sales data from previous product launches
C. Conducting focus groups and in-depth interviews with target consumers
D. Running A/B tests on different packaging designs
108. A marketing research firm is conducting a survey about sensitive personal topics. What steps should they take to ensure the ethical treatment of participants?
A. Obtain informed consent, ensure anonymity and confidentiality, and minimize potential harm
B. Offer participants financial incentives to encourage participation
C. Share the data with third-party companies for marketing purposes
D. Publish the raw data online for transparency
109. A new restaurant wants to understand the local market before opening. Which research method would give them the most detailed understanding of customer preferences and behaviors?
A. Running a large-scale online survey
B. Conducting ethnographic research by observing people eating in other restaurants
C. Analyzing publicly available demographic data
D. Conducting a focus group
110. What is the key difference between open-ended and close-ended questions in a survey?
A. Open-ended questions are easier to analyze
B. Close-ended questions allow respondents to provide detailed answers
C. Open-ended questions allow respondents to answer in their own words, while close-ended questions provide a set of predefined answers
D. Close-ended questions are less reliable
111. What type of research would be best suited to explore consumers’ perceptions of a new product concept?
A. Descriptive research
B. Causal research
C. Exploratory research
D. Conclusive research
112. Which of the following is an advantage of using secondary data in marketing research?
A. It is always more accurate than primary data
B. It is generally less expensive and faster to obtain than primary data
C. It is customized to the specific research problem
D. It provides insights into competitors’ strategies
113. What is ‘A/B testing,’ and how is it used in marketing research?
A. A method for segmenting customers based on their purchase history
B. A technique for comparing two versions of a marketing element (e.g., website landing page, email subject line) to determine which performs better
C. A tool for analyzing competitor pricing strategies
D. A process for measuring customer lifetime value
114. What is a ‘leading question’ in survey design, and why should it be avoided?
A. A question that is easy to understand; it should be encouraged
B. A question that is open-ended; it should be used sparingly
C. A question that prompts or encourages respondents to answer in a certain way; it should be avoided to prevent bias
D. A question that is difficult to answer; it should be reworded
115. What is the purpose of a ‘semantic differential scale’ in a survey?
A. To measure the frequency of a behavior
B. To measure attitudes and perceptions using bipolar adjectives
C. To rank items in order of preference
D. To measure demographic characteristics
116. What is ‘sampling error’ in marketing research, and how can it be minimized?
A. An error in data analysis; it can be minimized by using appropriate statistical techniques
B. An error that occurs when the sample is not representative of the population; it can be minimized by using a larger sample size and a random sampling method
C. An error in questionnaire design; it can be minimized by pre-testing the questionnaire
D. An error in data collection; it can be minimized by training interviewers properly
117. A marketing manager needs to quickly gather feedback on a new advertising campaign concept. Which data collection method would be the most time-efficient?
A. Conducting in-depth interviews
B. Running an online survey
C. Organizing a series of focus groups
D. Performing ethnographic research
118. What does ‘netnography’ involve in marketing research?
A. Studying consumer behavior in a laboratory setting
B. Analyzing online communities and cultures to gain insights into consumer behavior
C. Conducting focus groups with experts in a specific industry
D. Tracking website traffic and user engagement metrics
119. A company is experiencing declining sales. Which type of marketing research would be most appropriate to identify the underlying causes?
A. Exploratory research to understand the potential factors contributing to the decline
B. Descriptive research to describe the current sales trends
C. Causal research to determine the specific causes of the decline
D. All of the above, in a sequential manner
120. Which of the following is the first step in the marketing research process?
A. Develop the research plan
B. Define the problem and research objectives
C. Collect the information
D. Analyze the information
121. What is ‘customer relationship management’ (CRM) primarily used for in marketing research?
A. To track competitor pricing.
B. To manage and analyze customer data to improve customer relationships and marketing effectiveness.
C. To conduct market segmentation analysis.
D. To manage inventory levels.
122. Which of the following is a potential ethical concern in marketing research?
A. Using statistical software for data analysis.
B. Obtaining informed consent from participants.
C. Using deception to gather data without participant knowledge.
D. Protecting the anonymity of respondents.
123. What type of marketing research is used to explore vague problems and formulate precise research problems?
A. Descriptive research
B. Causal research
C. Exploratory research
D. Conclusive research
124. A researcher wants to understand the impact of a new advertisement on brand awareness. Which research method is most appropriate?
A. Descriptive survey
B. Exploratory focus group
C. Causal experiment
D. Observational study
125. A company observes that sales of ice cream increase when the weather is hot. This is an example of:
A. Causation.
B. Correlation.
C. Experimentation.
D. Segmentation.
126. What is the purpose of ‘data visualization’ in marketing research?
A. To make the data more complex.
B. To present data in a graphical format to facilitate understanding and insights.
C. To hide irrelevant data points.
D. To replace statistical analysis.
127. What is the purpose of a ‘test market’?
A. To test the skills of the marketing team.
B. To predict the stock market performance.
C. To gather data and predict the success of a new product or marketing campaign before a full-scale launch.
D. To evaluate employee performance.
128. What is ‘sampling error’ in marketing research?
A. Errors made during data entry.
B. The difference between a sample statistic and the true population parameter.
C. Mistakes in questionnaire design.
D. Bias introduced by the interviewer.
129. Which of the following is a common use of ‘social media listening’ in marketing research?
A. To block negative comments on social media platforms.
B. To monitor and analyze conversations and trends on social media to gain insights about customer opinions and brand perception.
C. To automate social media posting.
D. To create fake social media accounts.
130. Which of the following is a limitation of online surveys?
A. High cost.
B. Difficulty in reaching a diverse sample.
C. Slow data collection speed.
D. Inability to collect quantitative data.
131. What is ‘neuromarketing’?
A. Marketing products to neurologists.
B. Using neuroscience techniques to understand consumer responses to marketing stimuli.
C. Developing marketing campaigns for new pharmaceuticals.
D. Creating marketing strategies based on artificial intelligence.
132. What is the role of a ‘marketing information system’ (MIS)?
A. To manage the company’s finances.
B. To gather, analyze, and distribute marketing information to decision-makers.
C. To handle customer service inquiries.
D. To develop new product ideas.
133. What is the difference between ‘primary research’ and ‘secondary research’?
A. Primary research is always more expensive than secondary research.
B. Primary research involves collecting new data, while secondary research involves using existing data.
C. Secondary research is always more reliable than primary research.
D. Primary research is only used by large corporations.
134. What is ‘big data’ in the context of marketing research?
A. Data that is physically large in size.
B. Extremely large and complex datasets that are difficult to process using traditional data processing applications.
C. Data that is always accurate and reliable.
D. Data that is only used by large corporations.
135. What is the primary advantage of using a probability sample over a non-probability sample?
A. Probability samples are always less expensive.
B. Probability samples allow for statistical inferences about the population.
C. Non-probability samples are easier to administer.
D. Non-probability samples are always more representative of the population.
136. Which data collection method is most suitable for gathering in-depth information about individual consumers’ motivations and feelings?
A. Online surveys.
B. Focus groups.
C. Experiments.
D. In-depth interviews.
137. Which of the following scales is an example of a ratio scale?
A. Temperature in Celsius.
B. Customer satisfaction on a scale of 1 to 5.
C. Age in years.
D. Ranking of favorite brands.
138. What is the main goal of ‘market segmentation’?
A. To increase the overall size of the market.
B. To divide a broad consumer or business market into sub-groups of consumers based on shared characteristics.
C. To reduce the price of products.
D. To create a single marketing message for all consumers.
139. A researcher wants to understand the cultural values and beliefs that influence consumer behavior in a specific country. Which research approach is most appropriate?
A. Experimental research.
B. Ethnographic research.
C. Survey research.
D. Causal research.
140. What is ‘regression analysis’ primarily used for in marketing research?
A. To segment the market.
B. To identify the relationship between a dependent variable and one or more independent variables.
C. To calculate the average of a dataset.
D. To create data visualizations.
141. What is the purpose of ‘factor analysis’ in marketing research?
A. To predict future sales.
B. To reduce a large number of variables into a smaller set of underlying factors.
C. To measure customer satisfaction.
D. To create market segments.
142. What is the key advantage of using ‘longitudinal data’?
A. It is cheaper to collect.
B. It provides insights into changes and trends over time.
C. It is easier to analyze.
D. It always provides more accurate results.
143. Which of the following is an example of ‘observational research’?
A. Conducting a telephone survey.
B. Monitoring customer behavior in a store without direct interaction.
C. Organizing a focus group discussion.
D. Running an online experiment.
144. What is the ‘Likert scale’ used for?
A. Measuring website traffic.
B. Measuring attitudes, opinions, and perceptions.
C. Measuring sales revenue.
D. Measuring brand awareness.
145. What is the key difference between primary and secondary data?
A. Primary data is more expensive than secondary data.
B. Primary data is collected for the specific research problem at hand, while secondary data already exists.
C. Secondary data is always more reliable than primary data.
D. Primary data is quantitative, while secondary data is qualitative.
146. What is the purpose of ‘data cleaning’ in the data analysis process?
A. To make the data look more presentable.
B. To identify and correct errors and inconsistencies in the data.
C. To reduce the size of the dataset.
D. To make the data anonymous.
147. A company wants to understand why sales of their product declined in the last quarter. Which type of research should they conduct?
A. Descriptive research.
B. Exploratory research.
C. Causal research.
D. Predictive research.
148. Which of the following best describes the primary goal of marketing research?
A. To maximize short-term sales revenue.
B. To understand consumer needs and wants to inform marketing decisions.
C. To create persuasive advertising campaigns.
D. To reduce the cost of marketing activities.
149. Which of the following is NOT a step in the marketing research process?
A. Defining the problem and research objectives.
B. Developing the research plan.
C. Implementing the marketing mix.
D. Analyzing and interpreting the findings.
150. What is a ‘focus group’ in marketing research?
A. A statistical analysis technique.
B. A type of survey conducted online.
C. A small group of people brought together to discuss a specific topic under the guidance of a moderator.
D. A method of analyzing social media data.
