1. Which of the following is an example of a ‘leading question’ in a survey?
A. “What are your favorite brands of coffee?”
B. “How satisfied are you with our excellent service?”
C. “What is your age?”
D. “What is your income level?”
2. A new coffee shop wants to determine the optimal price for their signature latte. What type of research is most appropriate?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
3. What is the first step in the marketing research process?
A. Analyzing the data
B. Defining the problem
C. Collecting the data
D. Preparing the research report
4. Which of the following is a potential drawback of using primary data?
A. It may not be relevant to the research question.
B. It can be expensive and time-consuming to collect.
C. It may be outdated.
D. It may not be accurate.
5. A researcher wants to conduct a study on the impact of social media advertising on brand awareness. Which research design is most appropriate?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
6. What is ‘data mining’ and how is it used in marketing research?
A. A method of collecting primary data through surveys.
B. A process of analyzing large datasets to uncover patterns and insights.
C. A technique for conducting focus group interviews.
D. A way to design experiments for causal research.
7. Which of the following is the MOST accurate definition of marketing research?
A. A process of designing, gathering, analyzing, and reporting information to solve a specific marketing problem.
B. A process of selling products and services to customers.
C. A process of managing the company’s finances.
D. A process of creating advertising campaigns.
8. A company wants to understand customer satisfaction levels with their new product. Which research method would be most appropriate?
A. Exploratory interviews
B. Descriptive surveys
C. Causal experiments
D. Focus groups
9. Which of the following is NOT a characteristic of good marketing research?
A. Systematic and objective
B. Relevant and timely
C. Biased and subjective
D. Accurate and reliable
10. Which of the following is NOT a key ethical consideration in marketing research?
A. Obtaining informed consent from participants.
B. Maintaining confidentiality and anonymity of participants.
C. Using deceptive practices to obtain desired results.
D. Protecting participants from harm.
11. What is the purpose of ‘data validation’ in the marketing research process?
A. To ensure that the data is accurate, complete, and consistent.
B. To analyze the data and draw conclusions.
C. To present the research findings to stakeholders.
D. To collect the data from respondents.
12. A company is experiencing declining sales. Which type of research would be most helpful in identifying the reasons for the decline?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Predictive research
13. Which of the following is a potential source of ‘internal secondary data’?
A. Government census data.
B. Trade association reports.
C. Customer relationship management (CRM) databases.
D. Academic journals.
14. Which of the following is a key benefit of using online surveys?
A. Higher response rates compared to traditional surveys.
B. Lower cost and faster data collection.
C. Ability to reach a geographically limited audience.
D. More control over the respondent’s environment.
15. What is ‘test marketing’ and why is it used?
A. A method of advertising a product to a limited audience.
B. A process of introducing a new product in a limited geographic area to assess its potential.
C. A technique for conducting focus group interviews.
D. A way to analyze sales data.
16. What is the primary purpose of conducting marketing research?
A. To increase sales volume regardless of profitability.
B. To improve the quality of products and services.
C. To make informed decisions and reduce uncertainty in marketing strategies.
D. To minimize advertising expenses.
17. What type of research would be most suitable to determine the impact of a price change on sales?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
18. What is the purpose of ‘sampling’ in marketing research?
A. To collect data from every member of the population.
B. To select a representative subset of the population to study.
C. To analyze the data collected.
D. To define the research problem.
19. What is the main difference between qualitative and quantitative research?
A. Qualitative research uses numbers; quantitative research uses words.
B. Qualitative research explores ideas; quantitative research tests hypotheses.
C. Qualitative research is expensive; quantitative research is inexpensive.
D. Qualitative research is fast; quantitative research is slow.
20. A researcher wants to understand the shopping habits of millennials. Which research method would be most appropriate?
A. Experiments
B. Surveys
C. Focus groups
D. Observations
21. What is the role of a ‘marketing information system’ (MIS)?
A. To conduct primary research studies.
B. To manage the company’s finances.
C. To collect, store, analyze, and distribute marketing information.
D. To create advertising campaigns.
22. Which of the following is an example of secondary data?
A. Data collected from customer surveys.
B. Data collected from focus groups.
C. Data collected from government publications.
D. Data collected from experiments.
23. A clothing retailer wants to identify emerging fashion trends to inform their next product line. Which research method is most appropriate?
A. Conducting a census of the entire population.
B. Analyzing historical sales data.
C. Conducting ethnographic research by observing consumers in their natural shopping environments.
D. Running a controlled experiment to test different clothing styles.
24. Which type of research is typically used to explore vague problems and formulate hypotheses?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Predictive research
25. A company wants to measure brand loyalty among its customers. Which metric is most appropriate?
A. Brand awareness
B. Customer satisfaction
C. Net Promoter Score (NPS)
D. Market share
26. A company wants to understand the effectiveness of two different advertising slogans. What type of research design is most appropriate?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Qualitative research
27. What is the purpose of a ‘research proposal’ in the marketing research process?
A. To analyze the collected data.
B. To present the research findings.
C. To outline the research objectives, methods, and timeline.
D. To secure funding for the research project.
28. A marketing manager needs to understand why a recent advertising campaign failed to increase sales. Which research approach is most suitable?
A. Conducting a survey to measure customer satisfaction.
B. Analyzing sales data from the past year.
C. Conducting focus groups to gather customer feedback on the campaign.
D. Implementing a new advertising campaign with a different message.
29. Which of the following is a potential problem with using ‘open-ended questions’ in a survey?
A. They limit the respondents’ answers.
B. They are difficult to analyze and code.
C. They are easy for respondents to understand.
D. They provide quantitative data.
30. What is the difference between ‘probability sampling’ and ‘non-probability sampling’?
A. Probability sampling is faster; non-probability sampling is more accurate.
B. Probability sampling is more expensive; non-probability sampling is less expensive.
C. Probability sampling ensures every member of the population has a known chance of being selected; non-probability sampling does not.
D. Probability sampling is used for qualitative research; non-probability sampling is used for quantitative research.
31. A company wants to explore new product ideas. Which type of research is most suitable?
A. Exploratory research.
B. Descriptive research.
C. Causal research.
D. Experimental research.
32. What is the difference between exploratory and conclusive research?
A. Exploratory research is used to prove a hypothesis, while conclusive research is used to generate ideas.
B. Exploratory research is used to gather preliminary information that will help define problems and suggest hypotheses, while conclusive research is used to test specific hypotheses and provide insights for decision-making.
C. Exploratory research is always quantitative, while conclusive research is always qualitative.
D. There is no difference; the terms are interchangeable.
33. What is the purpose of sampling in marketing research?
A. To survey the entire population.
B. To select a representative subset of the population to gather data from.
C. To increase the cost of the research project.
D. To make the research process more complicated.
34. What is the main advantage of using secondary data?
A. It is always more accurate than primary data.
B. It can be obtained more quickly and at a lower cost than primary data.
C. It is always tailored to the specific research problem.
D. It is never biased.
35. A marketing manager is trying to decide whether to launch a new product. What role can marketing research play in this decision?
A. Marketing research can guarantee the success of the new product.
B. Marketing research can provide information about market demand, customer preferences, and competitive landscape to inform the launch decision.
C. Marketing research is not relevant to new product launch decisions.
D. Marketing research can only be used to evaluate the product after it has been launched.
36. A company wants to understand why their customer satisfaction scores have decreased. Which research approach is most suitable?
A. Exploratory research.
B. Descriptive research.
C. Causal research.
D. Experimental research.
37. When defining the problem in the marketing research process, what is the most important thing to consider?
A. The budget available for the research.
B. The time available to complete the research.
C. The underlying business decision that needs to be made.
D. The complexity of the statistical analysis required.
38. Which of the following is an example of a causal research question?
A. What percentage of customers are aware of our brand?
B. What are the key demographics of our target market?
C. How does a change in price affect sales?
D. What are customers’ attitudes towards our new advertisement?
39. What is the purpose of a research proposal?
A. To present the final research findings.
B. To outline the research problem, objectives, methodology, and timeline.
C. To request funding for the research project.
D. To advertise the research results to the public.
40. A company notices a decline in sales. What type of research should they conduct first?
A. Causal research.
B. Descriptive research.
C. Exploratory research.
D. Experimental research.
41. Which type of data is collected directly from the source?
A. Secondary data.
B. Primary data.
C. Internal data.
D. External data.
42. What is the first step in the marketing research process?
A. Data Collection.
B. Analyzing the Data.
C. Defining the Problem.
D. Developing a Research Plan.
43. Why is defining the research problem correctly important?
A. It saves time and resources by ensuring the research focuses on the right questions.
B. It makes the research process more complicated.
C. It allows for more flexibility in the research design.
D. It guarantees accurate results.
44. Which of the following best describes marketing research?
A. A process of guessing customer preferences.
B. A systematic process of gathering, analyzing, and interpreting data about customers, competitors, and the marketing environment to improve marketing effectiveness.
C. A random survey conducted to understand public opinion.
D. A one-time analysis of sales figures.
45. What is the primary purpose of conducting marketing research?
A. To reduce advertising costs.
B. To eliminate all risks in marketing decisions.
C. To improve the quality of managerial decision-making by providing relevant, accurate, and timely information.
D. To increase the number of marketing employees.
46. Which of the following is NOT a characteristic of good marketing research?
A. Systematic.
B. Objective.
C. Subjective.
D. Valid.
47. A company is launching a new product and wants to understand the potential market size. Which type of research is most suitable?
A. Exploratory research.
B. Descriptive research.
C. Causal research.
D. Experimental research.
48. What is the difference between quantitative and qualitative research?
A. Quantitative research focuses on numbers and statistics, while qualitative research focuses on understanding opinions and motivations.
B. Quantitative research is always more accurate than qualitative research.
C. Quantitative research is used for exploratory research, while qualitative research is used for conclusive research.
D. There is no difference; the terms are interchangeable.
49. 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 strategy.
D. Interpreting and reporting the findings.
50. Which of the following is NOT typically included in a research proposal?
A. Budget.
B. Timeline.
C. Detailed analysis of the data.
D. Research objectives.
51. A company wants to understand customer satisfaction with their new product line. Which research approach is most suitable?
A. Exploratory research.
B. Descriptive research.
C. Causal research.
D. Experimental research.
52. Which of the following is an example of unethical behavior in marketing research?
A. Obtaining informed consent from participants.
B. Using deception to gather data.
C. Ensuring anonymity of participants.
D. Protecting the confidentiality of data.
53. A company wants to test different packaging designs to see which one leads to higher sales. Which research method is most appropriate?
A. Focus group.
B. Survey.
C. Experiment.
D. Secondary data analysis.
54. What is the importance of ethical considerations in marketing research?
A. To increase the cost of the research project.
B. To protect the rights and well-being of participants and ensure the integrity of the research findings.
C. To make the research process faster.
D. To avoid legal issues.
55. What is the purpose of a literature review in marketing research?
A. To summarize the researcher’s personal opinions.
B. To identify relevant research, theories, and findings that have already been published on the topic.
C. To increase the length of the research report.
D. To avoid doing any original research.
56. A marketing manager wants to understand the impact of a new advertising campaign on brand awareness. Which research method is most appropriate?
A. Focus group.
B. Survey.
C. Experiment.
D. Secondary data analysis.
57. Which of the following is a source of internal secondary data?
A. Government publications.
B. Trade associations.
C. Company sales reports.
D. Academic journals.
58. Which of the following is an example of a qualitative research method?
A. Survey.
B. Experiment.
C. Focus group.
D. Regression analysis.
59. Which of the following is a potential source of bias in marketing research?
A. Using a random sample.
B. Clearly defined research objectives.
C. Leading questions in a survey.
D. Using a large sample size.
60. What is a research objective?
A. A broad statement about what the company hopes to achieve.
B. A detailed plan outlining how the research will be conducted.
C. A specific statement of what the research aims to investigate.
D. A summary of the research findings.
61. Which of the following is a key consideration when defining the research problem?
A. Budget constraints
B. The research should be broad and general to cover all possibilities.
C. Ensuring the problem is neither too broad nor too narrow.
D. Focusing solely on the symptoms of the problem.
62. What is the key difference between ‘primary’ and ‘secondary’ research?
A. Primary research is more expensive than secondary research.
B. Primary research involves collecting new data, while secondary research uses existing data.
C. Primary research is always more accurate than secondary research.
D. There is no difference; the terms are interchangeable.
63. What is a key disadvantage of using online surveys for marketing research?
A. High cost per response
B. Limited geographic reach
C. Potential for biased samples due to self-selection
D. Inability to collect qualitative data
64. What is the primary goal of descriptive research?
A. To explore potential causes of a phenomenon.
B. To describe the characteristics of a population or phenomenon.
C. To establish cause-and-effect relationships.
D. To predict future trends.
65. Which of the following best describes a ‘focus group’?
A. A structured survey administered to a large sample of consumers.
B. A small group of people brought together for an in-depth discussion on a topic.
C. A statistical technique used to analyze large datasets.
D. An experiment conducted in a controlled laboratory setting.
66. A marketing researcher wants to understand the lifestyle and values of a specific customer segment. Which research method is best?
A. Survey
B. Experiment
C. Ethnography
D. Causal study
67. Which of the following is an advantage of using secondary data?
A. It is always more relevant to the research question than primary data.
B. It can be obtained more quickly and at a lower cost than primary data.
C. It is always more accurate than primary data.
D. It provides insights into consumer behavior that primary data cannot.
68. Which of the following is an example of using marketing research to ‘monitor performance’?
A. Conducting a survey to understand customer needs before launching a new product.
B. Tracking customer satisfaction levels after implementing a new service.
C. Exploring potential new market segments for expansion.
D. Testing different advertising messages to see which one is most effective.
69. What is the potential ethical concern when using ‘neuromarketing’ techniques?
A. High cost of equipment
B. Invasion of privacy and potential manipulation of consumer behavior
C. Difficulty in interpreting brainwave data
D. Limited sample sizes
70. What is the purpose of ‘sampling’ in marketing research?
A. To collect data from every member of the target population.
B. To select a representative subset of the population to draw inferences about the entire group.
C. To eliminate bias in research findings.
D. To reduce the cost of data analysis.
71. What is the first step after defining the research problem and objectives?
A. Collect data
B. Develop the research plan
C. Analyze data
D. Report findings
72. Exploratory research is MOST useful for which of the following?
A. Gathering preliminary information that will help define the problem and suggest hypotheses.
B. Describing things, such as the market potential for a product or the demographics and attitudes of consumers.
C. Testing hypotheses about cause-and-effect relationships.
D. Quantifying the relationship between marketing efforts and sales.
73. A marketing manager wants to determine the impact of a new advertising campaign on sales. Which type of research would be most appropriate?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
74. What is ‘data mining’ primarily used for in marketing research?
A. To conduct surveys and collect primary data.
B. To analyze large datasets and identify patterns and insights.
C. To design experiments and test hypotheses.
D. To observe customer behavior in natural settings.
75. 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. Implement the research plan.
D. Interpret and report the findings.
76. What is the primary benefit of using a ‘random sample’?
A. It guarantees that the sample will perfectly represent the population.
B. It ensures that every member of the population has an equal chance of being selected.
C. It reduces the cost of data collection.
D. It eliminates the need for statistical analysis.
77. Which of the following best describes ‘causal research’?
A. Gathering preliminary information to define a problem.
B. Describing the characteristics of a market segment.
C. Testing hypotheses about cause-and-effect relationships.
D. Predicting future sales trends.
78. Which of the following is an example of primary data?
A. Government publications
B. Syndicated data services
C. Customer surveys conducted by your company
D. Industry reports
79. Which of the following is a limitation of ‘focus groups’?
A. They are too expensive to conduct.
B. They provide statistically significant results.
C. The results may not be generalizable to the larger population.
D. They are difficult to moderate.
80. A company wants to test two different pricing strategies in different markets to see which one leads to higher sales. What type of research is this?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Observational research
81. What is the main advantage of using experimental research?
A. It is less expensive than other research methods.
B. It can establish cause-and-effect relationships.
C. It is easier to generalize findings to the entire population.
D. It provides rich, in-depth qualitative data.
82. A researcher is observing customers in a store to see how they interact with a new product display. This is an example of:
A. Survey research
B. Experimental research
C. Observational research
D. Focus group research
83. Which type of research would be best suited for understanding the ‘why’ behind customer purchase decisions?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Predictive research
84. What is the role of a ‘research proposal’ in the marketing research process?
A. To analyze the data collected during the research.
B. To summarize the findings of the research.
C. To outline the objectives, methods, and timeline of the research project.
D. To recruit participants for focus groups.
85. Which of the following is an example of ‘quantitative data’?
A. Customer opinions about a product’s design.
B. The number of customers who purchased a product in a month.
C. Reasons why customers prefer one brand over another.
D. Descriptions of customer experiences with a service.
86. Which of the following is a potential source of ‘sampling error’?
A. Using a biased questionnaire.
B. Selecting a sample that is not representative of the population.
C. Failing to properly train interviewers.
D. Entering data incorrectly.
87. Which of the following is NOT a characteristic of good marketing research?
A. Systematic
B. Objective
C. Subjective
D. Reliable
88. What is the difference between a ‘sample’ and a ‘population’ in marketing research?
A. A sample is the entire group of individuals the research is interested in, while the population is a subset of that group.
B. A population is the entire group of individuals the research is interested in, while the sample is a subset of that group.
C. A sample is used in qualitative research, while a population is used in quantitative research.
D. There is no difference; the terms are interchangeable.
89. A company notices a decline in sales. Which type of research should they conduct FIRST to understand the possible causes?
A. Descriptive research
B. Causal research
C. Exploratory research
D. Experimental research
90. A company wants to understand customer satisfaction with its new product. Which research approach is most suitable?
A. Observational research
B. Survey research
C. Experimental research
D. Ethnographic research
91. A company wants to launch a new product line. What type of research would help them understand the potential market size and customer preferences?
A. Exploratory Research
B. Descriptive Research
C. Causal Research
D. Predictive Research
92. Which of the following is an advantage of using secondary data?
A. It is always more accurate than primary data.
B. It is generally less expensive and time-consuming than primary data.
C. It is always tailored to the specific research problem.
D. It is always up-to-date.
93. What is the meaning of ‘internal validity’ in the context of experimental research?
A. The extent to which the results can be generalized to other populations.
B. The extent to which the observed effect is truly due to the experimental manipulation.
C. The accuracy of the data collection instruments.
D. The cost-effectiveness of the research design.
94. Which of the following is NOT a characteristic of a good research objective?
A. Specific
B. Measurable
C. Attainable
D. Abstract
95. A marketing researcher is observing customer behavior in a store without their knowledge. Which ethical principle is MOST directly challenged?
A. Data Accuracy
B. Informed Consent
C. Data Confidentiality
D. Objectivity
96. A company is experiencing declining sales. Which type of research is MOST appropriate to understand the underlying causes?
A. Basic Research
B. Exploratory Research
C. Descriptive Research
D. Causal Research
97. Which of the following best describes marketing research?
A. A process of designing, gathering, analyzing, and reporting information to solve a specific marketing problem.
B. A statistical analysis of consumer demographics.
C. A sales forecasting technique.
D. A public relations campaign.
98. What is the purpose of descriptive research?
A. To explore vague problems.
B. To describe characteristics of a population or phenomenon.
C. To establish cause-and-effect relationships.
D. To test a hypothesis.
99. What is the main advantage of using a longitudinal study design?
A. It is less expensive than a cross-sectional study.
B. It allows for the examination of changes over time.
C. It provides a snapshot of a population at a single point in time.
D. It is easier to implement than an experimental design.
100. What is the purpose of a ‘literature review’ in marketing research?
A. To collect primary data.
B. To identify existing knowledge and gaps in the research area.
C. To analyze statistical data.
D. To design a survey questionnaire.
101. Which type of research is used to determine the effect of a change in price on sales?
A. Exploratory Research
B. Descriptive Research
C. Causal Research
D. Qualitative Research
102. What is the first step in the marketing research process?
A. Data Analysis
B. Report Preparation
C. Problem Definition
D. Data Collection
103. What is the key difference between qualitative and quantitative research?
A. Qualitative research uses numbers, while quantitative research uses words.
B. Qualitative research explores ideas, while quantitative research tests them.
C. Qualitative research is more expensive, while quantitative research is cheaper.
D. Qualitative research is more accurate, while quantitative research is less accurate.
104. Which of the following is an example of a research objective?
A. To increase brand awareness.
B. To conduct a survey.
C. To identify the factors that influence customer satisfaction.
D. To reduce marketing costs.
105. Which of the following is NOT a stage in the marketing research process?
A. Defining the problem and research objectives.
B. Developing the research plan.
C. Implementing the research plan.
D. Guaranteeing a positive outcome.
106. A retailer notices a decline in sales for a specific product category. Which research method would be MOST suitable to identify potential causes such as changing consumer preferences or increased competition?
A. Experimentation
B. Survey Research
C. Observational Research
D. Focus Group Interviews
107. Which research design is best suited for exploring ambiguous problems that are not clearly defined?
A. Descriptive Research
B. Exploratory Research
C. Causal Research
D. Predictive Research
108. A company wants to explore the reasons behind a recent drop in website traffic. Which research method would be most appropriate?
A. Experiment
B. Focus Group
C. Survey
D. Regression Analysis
109. Which of the following is an example of a qualitative research technique?
A. Surveys with closed-ended questions.
B. Experiments with control groups.
C. In-depth interviews.
D. Statistical analysis of sales data.
110. What is the difference between basic and applied research?
A. Basic research solves specific problems, while applied research tests new theories.
B. Basic research tests new theories, while applied research solves specific problems.
C. Basic research is conducted internally, while applied research is outsourced.
D. There is no significant difference between the two.
111. A company wants to determine the optimal price point for a new product. Which type of research is MOST appropriate?
A. Exploratory Research
B. Descriptive Research
C. Causal Research
D. Qualitative Research
112. A company is considering entering a new market. Which type of research would be most beneficial in assessing the market’s potential?
A. Basic Research
B. Exploratory Research
C. Descriptive Research
D. Causal Research
113. What is ‘external validity’ in marketing research?
A. The accuracy of the research budget.
B. The extent to which the research findings can be generalized to a larger population.
C. The reliability of the data collection methods.
D. The degree to which the research objectives are met.
114. Which type of data is gathered initially to help define the problem and formulate hypotheses?
A. Primary Data
B. Secondary Data
C. Experimental Data
D. Conclusive Data
115. What is the purpose of conducting a ‘pilot study’ before the main research?
A. To increase the sample size.
B. To test the research instrument and procedures.
C. To guarantee positive results.
D. To reduce the budget of the research.
116. A marketing manager wants to understand consumer perceptions of their brand compared to competitors. Which research approach is most suitable?
A. Exploratory Research
B. Descriptive Research
C. Causal Research
D. Predictive Research
117. What is the role of a ‘research proposal’ in the marketing research process?
A. To guarantee funding for the research project.
B. To provide a detailed plan of the proposed research.
C. To present the final results of the research.
D. To avoid conducting the research.
118. What is the primary purpose of conducting marketing research?
A. To guarantee the success of a new product launch.
B. To reduce the risk in making marketing decisions.
C. To increase sales volume regardless of profitability.
D. To eliminate all uncertainty in the market.
119. A company wants to understand the impact of its advertising campaign on brand awareness. Which research approach is most appropriate?
A. Exploratory Research
B. Descriptive Research
C. Causal Research
D. Qualitative Research
120. Which of the following is a potential ethical concern in marketing research?
A. Using statistical software.
B. Maintaining data confidentiality.
C. Conducting a literature review.
D. Publishing research findings.
121. What is the purpose of a ‘research proposal’ in marketing research?
A. To present the research findings to management.
B. To outline the research problem, objectives, and methodology.
C. To analyze the data collected during the research.
D. To develop the marketing strategy based on the research.
122. Which ethical consideration is MOST important when conducting marketing research with human subjects?
A. Using only quantitative data.
B. Ensuring informed consent.
C. Offering monetary incentives.
D. Guaranteeing anonymity, even to the researchers.
123. What is the primary difference between basic research and applied research in marketing?
A. Basic research focuses on solving specific problems for a company, while applied research expands general knowledge.
B. Basic research aims to expand general knowledge, while applied research focuses on solving specific problems.
C. Basic research is conducted internally, while applied research is outsourced to research firms.
D. Basic research is more expensive than applied research.
124. What is the meaning of ‘market segmentation’ in marketing research?
A. Dividing the market into different geographic regions.
B. Dividing the market into distinct groups of consumers with different needs and characteristics.
C. Analyzing the competitive landscape in the market.
D. Developing different marketing strategies for different products.
125. A researcher finds that customers who purchase product A are also likely to purchase product B. This is an example of:
A. Causation
B. Correlation
C. Experimentation
D. Regression
126. Which of the following is the BEST definition of marketing research?
A. A process of designing, gathering, analyzing, and reporting information to solve a specific marketing problem.
B. A system for gathering, sorting, and analyzing data to improve marketing strategies.
C. A set of techniques used to analyze customer demographics and preferences.
D. A method for tracking sales performance and identifying areas for improvement.
127. Which of the following is NOT a potential problem with using ‘big data’ in marketing research?
A. Data overload
B. Privacy concerns
C. Sample size limitations
D. Data security
128. A researcher is analyzing sales data and notices a strong correlation between advertising spending and sales revenue. What can they conclude?
A. Advertising spending directly causes sales revenue to increase.
B. There is a relationship between advertising spending and sales revenue.
C. Advertising spending is the only factor affecting sales revenue.
D. Sales revenue directly causes advertising spending to increase.
129. A company is considering entering a new market. What type of research would be MOST helpful in assessing the market potential and competitive landscape?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Conclusive research
130. Which of the following is NOT a step in the marketing research process?
A. Defining the problem and research objectives.
B. Developing a marketing plan.
C. Analyzing and interpreting the data.
D. Implementing the findings.
131. A company is experiencing a decline in sales. Which type of research would be MOST appropriate to understand the reasons behind this decline?
A. Descriptive research
B. Exploratory research
C. Predictive research
D. Conclusive research
132. Which of the following is a potential source of bias in marketing research?
A. Using a large sample size.
B. Using a representative sample.
C. Leading questions in a survey.
D. Using statistical analysis techniques.
133. A company wants to understand the impact of a new advertising campaign on brand awareness. Which research method would be MOST appropriate?
A. Descriptive research
B. Exploratory research
C. Causal research
D. Correlational research
134. A researcher wants to understand the underlying motivations and emotions that drive consumer behavior. Which research method would be MOST appropriate?
A. Surveys
B. Experiments
C. Focus groups
D. Statistical analysis
135. A company wants to forecast future sales based on historical data. Which type of research would be MOST appropriate?
A. Descriptive research
B. Exploratory research
C. Predictive research
D. Conclusive research
136. A marketing manager wants to understand customer satisfaction levels with a new product. Which research method would be MOST suitable?
A. Focus groups
B. In-depth interviews
C. Surveys
D. Experimentation
137. In the context of marketing research, what does ‘data validation’ refer to?
A. Ensuring that the data is statistically significant.
B. Verifying that the data was collected according to the research design.
C. Analyzing the data to identify key trends.
D. Presenting the data in a clear and concise manner.
138. What is the purpose of ‘data cleaning’ in the marketing research process?
A. To collect more data.
B. To identify and correct errors or inconsistencies in the data.
C. To analyze the data using statistical techniques.
D. To present the data in a visually appealing format.
139. What is the role of a ‘research objective’ in the marketing research process?
A. To define the budget for the research project.
B. To specify what information is needed to solve the problem.
C. To outline the methodology that will be used.
D. To identify the target market for the product.
140. Which of the following is an example of ‘primary data’?
A. Government census data
B. A trade association report
C. Customer survey responses
D. An academic journal article
141. What is the purpose of exploratory research?
A. To test specific hypotheses.
B. To gain initial insights and understanding of a problem.
C. To determine the cause-and-effect relationship between variables.
D. To provide conclusive evidence for decision-making.
142. Which type of research is BEST suited for determining the effect of a price change on sales?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Qualitative research
143. What is the key characteristic of ‘secondary data’ in marketing research?
A. It is collected specifically for the current research project.
B. It is always more reliable than primary data.
C. It has already been collected for some other purpose.
D. It is only available from government sources.
144. When might a company choose to use syndicated research instead of conducting its own primary research?
A. When they need highly specific and customized data.
B. When they want to maintain complete control over the research process.
C. When they need data quickly and cost-effectively.
D. When they want to ensure the data is completely confidential.
145. What is the MAIN disadvantage of using focus groups in marketing research?
A. They are too expensive to conduct.
B. The results may not be representative of the entire population.
C. They are difficult to schedule.
D. They provide only quantitative data.
146. A company wants to launch a new product. What type of research would be MOST helpful in identifying the needs and preferences of potential customers?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Predictive research
147. Which of the following is a potential advantage of using mobile surveys in marketing research?
A. They are less expensive than traditional surveys.
B. They can reach a wider geographic area.
C. They can provide real-time data and location-based insights.
D. They are easier to administer than online surveys.
148. A researcher uses data from social media to understand consumer sentiment towards a brand. What type of data is this?
A. Primary data
B. Secondary data
C. Experimental data
D. Observational data
149. Which of the following is a limitation of using online surveys in marketing research?
A. They are too expensive.
B. They can only reach a limited geographic area.
C. They may have low response rates and sample representativeness issues.
D. They are difficult to administer.
150. A marketing research firm is asked to conduct a study on a sensitive topic. What is the MOST important ethical consideration they should keep in mind?
A. Ensuring the research is completed quickly.
B. Protecting the privacy and confidentiality of participants.
C. Providing incentives to encourage participation.
D. Using only quantitative research methods.
