Quiz 4: Marketing Research and Customer Insights
Business
Q 1Q 1
Market research can provide valuable customer insights. Truly _______-led companies recognize that they need to always be in touch with what is happening in the marketplace.
A)production
B)market
C)product
D)sales
Free
Multiple Choice
B
Q 2Q 2
When evaluating any marketing research study, the research validity, reliability, the sample frame and sample size and the sample's _______ should be considered.
A)representativeness
B)responsiveness
C)originality
D)accessibility
Free
Multiple Choice
A
Q 3Q 3
Market research findings should be _______. This means that similar findings would be found if the study was repeated.
A)valid
B)reliable
C)impactful
D)viable
Free
Multiple Choice
B
Q 4Q 4
Good marketing research is research that is _______, in that the research is measuring what it intended to measure.
A)reliable
B)viable
C)valid
D)pliable
Free
Multiple Choice
Q 5Q 5
For a marketing research study to be _______, the study should accurately represent the larger population.
A)valid
B)representative
C)reliable
D)viable
Free
Multiple Choice
Q 6Q 6
One of the ethical criticisms of marketing research is _______ which refers to the practice of selling in the guise of marketing research.
A)slugging
B)lugging
C)sugging
D)mugging
Free
Multiple Choice
Q 7Q 7
Although marketing research is an important vehicle by which organizations can learn more about their customers, its reputation is being sullied by the prevalence of _______ surveys and other questionable practices.
A)valid
B)proprietary
C)bonus
D)bogus
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Multiple Choice
Q 8Q 8
Sugging is _______.
A)using marketing research to gather information
B)making up answers to marketing research questions that are untrue
C)selling under the guise of marketing research
D)supplementing bogus questions for genuine questions on a survey form
Free
Multiple Choice
Q 9Q 9
Customer insights can inform many aspects of company decision making, such as _______.
A)product innovation
B)product design
C)advertising campaigns
D)all of the above
Free
Multiple Choice
Q 10Q 10
Internal market information is potentially useful when companies want to get to know their current customers better. The following techniques can be used: marketing databases, _______ systems and website analysis.
A)CRM
B)CPR
C)MRM
D)MPR
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Multiple Choice
Q 11Q 11
A very good place for an organization to begin answering a research problem is by looking at what information it currently already has available to it. This information is known as _______.
A)external market information
B)internal market information
C)macro environment information
D)micro environment information
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Multiple Choice
Q 12Q 12
In order to collect internal market information, companies may use marketing databases, CRM systems and _______ analysis.
A)payment
B)accounts
C)stock
D)website
Free
Multiple Choice
Q 13Q 13
What type of data is normally stored on a marketing database?
A)Past transactions
B)Demographic data
C)Lifestyle data
D)All of the above
Free
Multiple Choice
Q 14Q 14
A marketing _______ should include information on customers: types of purchases, purchase value and responsiveness to promotional offers.
A)process
B)system
C)database
D)scheme
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Multiple Choice
Q 15Q 15
_______ schemes are a very useful means of collecting data about customers: their types of purchases, frequency of purchase, purchase value and responsiveness to promotional offers.
A)Brand
B)Loyalty
C)Retail
D)Collection
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Multiple Choice
Q 16Q 16
CRM is a term used to describe the methodologies, technologies and e-commerce capability used by companies to manage _______ relationships.
A)competitor
B)customer
C)core
D)company
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Multiple Choice
Q 17Q 17
CRM involves the development of a single _______ with customer information which can be used to inform all staff who deal with customers.
A)organization
B)methodology
C)database
D)process
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Multiple Choice
Q 18Q 18
A CRM system has allowed many companies to find that they are subject to the Pareto principle, that is, that 80 percent of their profits may come from _______ percent of their customers.
A)20
B)40
C)30
D)10
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Multiple Choice
Q 19Q 19
Customer Relationship Management (CRM) allows firms to measure customer retention, customer _______ and customer acquisition.
A)deception
B)depletion
C)detection
D)defection
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Multiple Choice
Q 20Q 20
Customer information can be provided by analyzing website behaviour. Most websites use Google _______ to monitor consumer behaviour while visiting a website.
A)Glass
B)Analytics
C)Search
D)Adwords
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Multiple Choice
Q 21Q 21
Some of the key metrics used for website analysis are unique users, page views and _______.
A)accessibility
B)inactivity
C)interactivity
D)predictability
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Multiple Choice
Q 22Q 22
Good marketing is rooted in a deep knowledge of _______ needs and preferences.
A)customer
B)employee
C)distributor
D)supplier
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Multiple Choice
Q 23Q 23
Marketing research specialists can use a variety of sophisticated research methods to try to reveal rational and _______ motive drivers which can form the basis for the design and implementation of appropriate marketing campaigns.
A)wide-seated
B)shallow-seated
C)deep-seated
D)cold-seated
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Multiple Choice
Q 24Q 24
Given the information age we live in, most organizations face a _______ rather than a deficit of information and must be able to intelligently sort through all the information available to convert it into usable customer insights.
A)surplus
B)lack
C)dearth
D)insufficiency
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Multiple Choice
Q 25Q 25
The marketing research industry is a huge one, estimated to be worth over $39.08 billion globally in 2012 and $15.64 million in Europe or _______ percent of the total global spend.
A)30
B)40
C)50
D)60
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Multiple Choice
Q 26Q 26
Some of the highest growth rates for marketing research have been in _______ economies such as Nigeria, Kenya, Argentina and Indonesia, which have attracted the interest of marketers.
A)growing
B)static
C)declining
D)developed
Free
Multiple Choice
Q 27Q 27
Which of the following are examples of marketing research?
A)Casual discussions with customers at exhibitions
B)Monitoring online forums
C)Focus group interviews
D)All of the above
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Multiple Choice
Free
True False
Q 29Q 29
An ad-hoc research study focuses on which of the following?
A)Testing the effectiveness of an advert
B)Focuses on a specific marketing problem and collects data at one point in time from one sample of respondents
C)Interviews the same sample of people repeatedly
D)All of the above
Free
Multiple Choice
Q 30Q 30
Which of the following is not an example of an ad-hoc study?
A)Corporate image surveys
B)Attitude surveys
C)Retail audit
D)Advertising evaluation studies
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Multiple Choice
Q 31Q 31
Custom designed surveys are based on which of the following?
A)The recommendations of the agency
B)The specific needs of the client
C)On past surveys carried out
D)All of the above
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Multiple Choice
Q 32Q 32
Surveys where space is bought on questionnaires for face-to-face or telephone interviews are called which of the following?
A)Space panels
B)Omnibus surveys
C)Retail audits
D)Consumer panels
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Multiple Choice
Q 33Q 33
Which of the following is an example of continuous research?
A)Retail audits
B)Television viewership panels
C)Consumer panels
D)All of the above are examples of continuous research
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Multiple Choice
Q 34Q 34
What information does a consumer panel provide?
A)Their television viewership patterns
B)Their attitudes towards certain brands
C)Their attitudes towards certain adverts
D)Information on their purchases over time
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Multiple Choice
Q 35Q 35
Why are consumer panels used?
A)It helps build a demographic profile of the type of person who buys particular brands
B)It tracks people's attitudes towards certain brands
C)It helps build a demographic profile of the type of person who watches particular television programmes
D)It helps ascertain which adverts are effective
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Multiple Choice
Q 36Q 36
Retail audits cannot measure which of the following?
A)Sales achieved by stores
B)Sales levels for brands
C)Brand loyalty and switching
D)Market share
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Multiple Choice
Q 37Q 37
Peoplemeters record which of the following?
A)Record who is watching
B)Record whether the set is on/off
C)Record which channel is being watched
D)All of the above are recorded
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Multiple Choice
Q 38Q 38
Which of the following is the first stage of the marketing research process?
A)Collect sample
B)Initial contact
C)Pre-test survey
D)Collect data
Free
Multiple Choice
Q 39Q 39
What information should be provided at the research brief stage?
A)Costings, background information, deadlines for completion and past research carried out
B)Timetable, background information, the scale of the project and sources of information
C)Timetable, costings, past research carried out and background information
D)Costings, timetable, background information and list of vompetitors
Free
Multiple Choice
Q 40Q 40
Why should a research brief be in written form?
A)So that the approximate length of the time the research will take can be estimated
B)So that the cost of the research can be evaluated
C)So that misunderstandings are minimised
D)So that the research can be carried out quicker
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Multiple Choice
Q 41Q 41
Which of the following should be included in a research proposal?
A)Costs, a statement of objectives, what will be done
B)Costs, what will be done, timetable
C)Costs, what will be done, a statement of objectives, timetable, past research work
D)Costs, timetable, what will be done, a statement of objectives
Free
Multiple Choice
Q 42Q 42
Research that involves the preliminary exploration of a research area prior to the main quantitative data collection stage is called?
A)Exhaustive research
B)Exploratory research
C)Continuous research
D)Ad-hoc research
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Multiple Choice
Q 43Q 43
Which of the following is not an exploratory research activity?
A)Group discussions
B)Quantitative research
C)Secondary research
D)Observation
Free
Multiple Choice
Q 44Q 44
Why is exploratory research carried out?
A)Improves researcher's understanding of key research issues
B)It is inexpensive to carry out
C)Highlights definitive causalities
D)Because it is demanded by the client
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Multiple Choice
Q 45Q 45
When the researcher actively collects new data, for example by interviewing respondents, this is called which of the following?
A)Primary research
B)Secondary research
C)Exploratory research
D)Respondent research
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Multiple Choice
Q 46Q 46
Secondary research can be found through which of the following?
A)Examination of internal records, and reports of research previously carried out for the company
B)Examination of internal records, and reports of research previously carried out for the company and external sources
C)Interviewing respondents
D)Observation
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Multiple Choice
Q 47Q 47
Which of the following is not an example of an external source of secondary information?
A)Census
B)Trade magazine
C)Sales invoice
D)Government statistics
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Multiple Choice
Q 48Q 48
Which of the following are the main forms of qualitative research?
A)Secondary research and surveys
B)Surveys and depth interviews
C)Secondary and primary research
D)Group discussions and depth interviews
Free
Multiple Choice
Q 49Q 49
Qualitative research aims to establish which of the following?
A)Sales, profit and market share levels within an industry
B)Sales and market share levels within an industry
C)Customers' attitudes, values, behaviour and beliefs
D)Competitors' attitudes, values, behaviour and beliefs
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Multiple Choice
Q 50Q 50
The group leader who manages the discussion within a focus group is called which of the following?
A)A regulator
B)An accommodator
C)An interpreter
D)A moderator
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Multiple Choice
Q 51Q 51
Which of the following is an optimal number of people involved in a focus group?
A)1-3
B)20-30
C)6-12
D)12-20
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Multiple Choice
Q 52Q 52
Focus groups involve which of the following?
A)Unstructured discussions between a group leader, and a group of consumers
B)Unstructured or semi-structured discussions between a group leader, and a group of consumers
C)Structured discussions between a group leader, and a group of consumers
D)None of the above
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Multiple Choice
Q 53Q 53
Focus groups help primarily with the construction of which of the following research tools?
A)Observational scenarios
B)Questionnaires
C)Experiments
D)Future in-depth interviews
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Multiple Choice
Q 54Q 54
What are the advantages of carrying out on-line focus groups?
A)Interaction between focus group members and minimal cost
B)Minimal cost, richer insights, focus groups members feel secure
C)Minimal cost, truthfulness of responses and interaction between focus group members
D)Not constrained by location, minimal costs, richer insights and interaction between focus group members
Free
Multiple Choice
Q 55Q 55
Why are individual depth interviews used rather than focus groups in some cases?
A)When the presence of other people could inhibit honest answers and viewpoints
B)Where the individual is an expert on a particular topic
C)When the topic requires individual treatment
D)All of the above are reasons why depth interviews are used
Free
Multiple Choice
Q 56Q 56
Why is observational research of growing importance?
A)Because of legal restrictions with other research methodologies
B)Because of its ability to provide in-depth understanding
C)Because it is inexpensive and quick to carry out
D)All of the above
Free
Multiple Choice
Q 57Q 57
Observation can be conducted by means of human or _______ means.
A)mechanical
B)data
C)depth
D)focus
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Multiple Choice
Q 58Q 58
Which of the following are examples of mechanical observation?
A)Eye tracking technology
B)Video recording
C)Facial image software
D)All of the above
Free
Multiple Choice
Q 59Q 59
_______ marketing research is a form of mechanical observation which involves observing brain responses to marketing stimuli.
A)Cognitive
B)Neuro
C)Affective
D)Conative
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Multiple Choice
Q 60Q 60
_______ research involves using techniques employed by anthropologists and biologists, which places an emphasis on the observation of species in their natural settings.
A)Psychological
B)Physiological
C)Neuro
D)Ethnographic
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Multiple Choice
Q 61Q 61
Ethnographic research normally involves a combination of both _______ and in-depth or focus group interviewing.
A)survey
B)observation
C)experimental
D)causal
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Multiple Choice
Q 62Q 62
Online ethnographic research is known as _______.
A)netnography
B)onlineography
C)digitalography
D)wobography
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Multiple Choice
Q 63Q 63
Ethnographic research can be used to collect which types of data about human behaviour?
A)What consumers do
B)How they live their lives
C)How they shop
D)All of the above
Free
Multiple Choice
Q 64Q 64
What is meant by "defining the sample population"?
A)Estimating the total inhabitants of a country
B)Estimating the total inhabitants of a country and segmenting them into different age groupings
C)Defining the total number of people to survey in a research study
D)Defining the group which forms the subject of study in a particular survey
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Multiple Choice
Q 65Q 65
________ research involves a semi-structured in-depth study of small samples in order to gain deep customer insights.
A)Qualitative
B)Secondary
C)Quantitative
D)Erroneous
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Multiple Choice
Q 66Q 66
________ research is a structured study of small or large samples using a pre-determined list of questions or criteria and the structured analysis of findings.
A)Qualitative
B)Secondary
C)Quantitative
D)Erroneous
Free
Multiple Choice
Q 67Q 67
Which of the following is not a qualitative research methods?
A)Focus group interviews
B)Ethnographic research
C)Observation studies
D)Surveys
Free
Multiple Choice
Q 68Q 68
Which of the following is a quantitative research method?
A)Depth interviews
B)Ethnographic research
C)Focus group interviews
D)Experiments
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Multiple Choice
Q 69Q 69
There are two main ways for a company to carry out marketing research: it may either carry out the work itself or employ the services of a marketing research _______.
A)agency
B)group
C)study
D)department
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Multiple Choice
Q 70Q 70
It may be feasible for a company to carry out marketing research if it has its own _______ department and/or a marketing research executive on its staff.
A)advertising
B)marketing
C)promotional
D)production
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Multiple Choice
Q 71Q 71
When a company designs the research themselves but employs an outside marketing research agency to conduct its research, this agency is known as a _______ agency.
A)fielddata
B)fieldstaff
C)fieldwork
D)fielddesign
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Multiple Choice
Q 72Q 72
A marketing research agency that carries out all activities in the marketing research process is known as a _______ agency.
A)full-service
B)full-stop
C)full-scope
D)full-scale
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Multiple Choice
Q 73Q 73
The leading marketing research agency worldwide is _______.
A)The Kanter Group
B)Ipsos SA
C)Nielsen Holdings NV
D)GFK SE
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Multiple Choice
Q 74Q 74
Why is sampling carried out?
A)So as the total population can be divided into segments
B)So as to provide results that are representative
C)So as one can estimate the total population
D)So as not to interview the entire population
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Multiple Choice
Q 75Q 75
A list or other records of the chosen population from which a sample can be selected is known as which of the following?
A)Sampling error
B)Sampling population
C)Sampling frame
D)Sampling process
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Multiple Choice
Q 76Q 76
When interviewers are instructed to ensure that the sample comprises a required number of individuals meeting pre-set conditions, it is known as which of the following?
A)Convenience sampling
B)Stratified sampling
C)Quota sampling
D)Random sampling
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Multiple Choice
Q 77Q 77
Which of the following statements is true?
A)The greater the sample size, the more likely to experience sampling error
B)The greater the sample size, the less likely the survey will be representative
C)The larger the sample size, the more likely that the sample will represent the population
D)The smaller the sample size, the more likely that the sample will represent the population
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Multiple Choice
Q 78Q 78
In practice, the number of people interviewed is based on which of the two following considerations?
A)A balance between sampling error and cost considerations
B)A balance between sampling frame and cost considerations
C)A balance between quota sampling and sampling error
D)A balance between the sampling process and the survey used
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Multiple Choice
Q 79Q 79
The error caused by not including everyone from the population in the sample is called which of the following?
A)Sampling error
B)Survey error
C)Population error
D)Sampling frame error
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Multiple Choice
Q 80Q 80
The level of experimental control associated with face-to-face surveys is which of the following?
A)Low
B)Medium
C)High
D)Not applicable
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Multiple Choice
Q 81Q 81
The level of experimental control associated with mail surveys is which of the following?
A)Low
B)Medium
C)High
D)Possible
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Multiple Choice
Q 82Q 82
Response rates are the highest for which form of survey method?
A)Face-to-face surveys
B)Telephone surveys
C)Mail surveys
D)Online surveys
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Multiple Choice
Q 83Q 83
Response rates are the lowest for which two forms of survey method?
A)Telephone and face-to-face surveys
B)Mail and telephone surveys
C)Face-to-face and online surveys
D)Mail and online surveys
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Multiple Choice
Q 84Q 84
Which of the following is the costliest survey method?
A)Face-to-face surveys
B)Telephone surveys
C)Mail surveys
D)Online surveys
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Multiple Choice
Q 85Q 85
Which of the following survey methods allows for the sampling of widely dispersed populations?
A)Mail and telephone surveys
B)Mail and online surveys
C)Face-to-face and online surveys
D)Face-to-face and mail surveys
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Multiple Choice
Q 86Q 86
Which of the following are disadvantages to carrying out face-to-face interviews?
A)Tend to be more expensive than other methods
B)The presence of an interviewer can cause bias
C)Samples less widely dispersed population
D)All of the above are disadvantages
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Multiple Choice
Q 87Q 87
Why is refusal less likely for face-to-face interviews than other survey methods?
A)Due to convenience of research method
B)Due to personnel contact
C)Due to its ability to deal with sensitive questions
D)Due to its use of open ended questions
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Multiple Choice
Q 88Q 88
What does the acronymC.A.T.I. stand for?
A)Category Approved Teaching Instrument
B)Computer Aided Telephone Interviewing
C)Continuous Assessment Thought Investigation
D)None of the above
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Multiple Choice
Q 89Q 89
What is the major problem associated with mail surveys?
A)The costs associated with method
B)The targeting of respondents
C)Difficulty in analysis
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Multiple Choice
Q 90Q 90
The "Total Design Method" for mail surveys recommends which of the following?
A)TDM recommends that the researcher should help facilitate responses by including a postage paid response device, plus a personalized cover letter.
B)TDM recommends both the careful design of the questionnaire to make it as short as possible and a cover letter expressing the researchers gratitude for the respondents assistance
C)TDM recommends both the careful design of the questionnaire to make is easy to analyse and an accompanying cover letter, saying that for every completed and returned survey a donation will be made to charity
D)TDM recommends both the careful design of the questionnaire to make is easy to complete and an accompanying personalized cover letter emphasizing the importance of the research
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Multiple Choice
Q 91Q 91
What sampling problems arise through the use of online surveys as the survey method?
A)Obtaining a cross-sectional sample can be severely restricting, as Internet users tend to be from more younger and affluent groups in society
B)The sample is too broad to be representative. The Internet allows for responses from anywhere in the global, therefore increasing the difficulty in analysis
C)Samples are usually too low to make inferences on the general population
D)Samples are too large, making analysis difficult
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Multiple Choice
Q 92Q 92
Which of the following is a condition necessary to get a true response to a question from a respondent?
A)Respondents must understand the question
B)Respondents must be able to provide the information
C)Respondents must be willing to provide it
D)All of the above are necessary conditions
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Multiple Choice
Q 93Q 93
Dichotomous questions allows for which of the following?
A)Open responses
B)Two possible responses
C)Multiple responses
D)Responses to be answered on a scale
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Multiple Choice
Q 94Q 94
Which of the following statements is true?
A)It is sensible to start with sensitive questions as they are the most difficult for the respondent to answer and leave easy-to-answer questions until last
B)Sensitive questions should never be asked, as respondents will feel too uncomfortable
C)It is sensible to start with easy-to-answer questions to relax the respondent and leave sensitive questions until last
D)Easy-to-answer questions should be asked at the start, with sensitive questions placed randomly in the order of questions to be asked
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Multiple Choice
Q 95Q 95
Which of the following is not important in the design stage of a questionnaire?
A)The type of respondents to sample
B)The wording and instructions of the questionnaire
C)The ordering of the topics
D)The type of questions to be asked
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Multiple Choice
Q 96Q 96
The stage where a preliminary questionnaire has been designed and is tested for faults on a representative sub-sample is called which of the following?
A)Preliminary stage
B)Fault stage
C)Pilot stage
D)Proof stage
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Multiple Choice
Q 97Q 97
The aims of piloting a questionnaire are which of the following?
A)Tests the questionnaire analysis and helps to estimate resources needed for a survey
B)Tests the questionnaire design and helps to estimate costs
C)Tests the data collection protocols in place and helps to reduces mistakes
D)None of the above
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Multiple Choice
Q 98Q 98
Why is cluster analysis used on questionnaire data?
A)To group data
B)To describe data
C)To determine if there is a relationship between variables
D)To establish cause and effect
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Multiple Choice
Q 99Q 99
Which of the following should not be included in a research report?
A)Research method
B)Previous related research
C)Appendices
D)All of the above should be included in a research report
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Multiple Choice
Q 100Q 100
A system in which marketing information is formally gathered, stored, analysed and distributed to managers in accord with their informational needs on a regular, planned basis is called which of the following?
A)Marketing illumination system
B)Marketing importance system
C)Marketing information system
D)Marketing ideal system
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Multiple Choice
Q 101Q 101
Why is the design of an MkIS important?
A)Since the informational inputs are intangible
B)Since such a system is costly
C)Since the quality of an MkIS has been shown to affect the effectiveness of decision-making
D)Since the information obtained from an MkIS can lead to information overload
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Multiple Choice
Q 102Q 102
An MkIS comprises of which four elements?
A)External continuous data, external ad-hoc data, environmental scanning, and marketing research
B)External continuous data, external ad-hoc data, environmental intelligence, and marketing research
C)Market intelligence, external ad-hoc data, environmental intelligence, and marketing research
D)Internal market information, market intelligence, environmental scanning, and marketing research
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Multiple Choice
Q 103Q 103
Which of the following is an example of market intelligence?
A)Market research reports
B)Sales invoices
C)Government statistics
D)Published data
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Multiple Choice
Q 104Q 104
What is the prime task of an information system?
A)To avoid information overload, as too much information clouds a manager's judgement
B)To collate as much information as possible, so that managers have all the appropriate information available in order to make informed business decisions
C)To eliminate irrelevant information by tailoring information flows to individual manager's needs
D)To process information in a logical and coherent fashion, helping to facilitate decision making
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Multiple Choice
Q 105Q 105
Which of the following statements is true?
A)Primary data should be collected before secondary data
B)Secondary data should be collected before primary data
C)Primary and secondary data should be collected at the same time
D)None of the above statements are true
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Multiple Choice
Q 106Q 106
The gathering of data and information on the market is called which of the following?
A)Marketing research
B)Data mining
C)Marketing surveys
D)Data collection
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Multiple Choice
Q 107Q 107
A document defining what the marketing research agency promises to do for its client, and how much it will cost is called which of the following?
A)Marketing plan
B)Research brief
C)Research proposal
D)Marketing research report
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Multiple Choice
Q 108Q 108
Data that has already been collected by another researcher for another purpose is called which of the following?
A)Secondary research
B)Exploratory research
C)Ad-hoc research
D)Qualitative research
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Multiple Choice
Q 109Q 109
The term used in research to denote the selection of a sub-set of the total population in order to interview them is called which of the following?
A)Sampling frame
B)Sampling process
C)Exploratory process
D)Exploratory selection
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Multiple Choice
Q 110Q 110
The preliminary exploration of a research area, prior to the main data collection stage is called which of the following?
A)Research brief
B)Depth interviewing
C)Exploratory research
D)Survey design
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Multiple Choice
Q 111Q 111
Which of the following is not a source of external secondary data?
A)Financial Times newspaper
B)Sales records
C)Minitel marketing intelligence
D)Business Periodicals Index
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Multiple Choice
Q 112Q 112
Which of the following is an example of a sampling frame?
A)Kompass directory of companies
B)Fortune 500 - Top 500 Global Companies
C)The electoral register
D)All of the above can be used as sample frames
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Multiple Choice
Q 113Q 113
The ability to probe is highest with which of the following survey methods?
A)Face-to-face surveys
B)Telephone surveys
C)Mail surveys
D)Online surveys
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Multiple Choice
Q 114Q 114
Which of the following survey methods are the lowest in terms of cost?
A)Face-to-face & online surveys
B)Online & mail surveys
C)Mail & face-to-face surveys
D)Telephone & mail surveys
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Multiple Choice
Q 115Q 115
What is the difference between a research brief and a research proposal?
A)There is no essential difference between the documents, although both facilitate the research process
B)A research proposal is a written document stating the proposed sampling process, whereas a research brief is a document summarizing the main finding of the research report
C)A research proposal is a written document stating the client's requirements whereas a research brief is a document defining what the marketing research agency promises to do for its client and how much it will cost
D)A research brief is a written document stating the client's requirements whereas a research proposal is a document defining what the marketing research agency promises to do for its client and how much it will cost
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Multiple Choice
Q 116Q 116
What are the limitations of the internet as a data collection tool?
A)Costly
B)Response rates are lower than other research methods
C)Difficulty in analysis
D)Anonymity of respondents to questions
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Multiple Choice
Q 117Q 117
Observation studies help complete which of the following?
A)Selection of sampling frame
B)Secondary research
C)Exploratory research
D)Quantitative research
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Multiple Choice
Q 118Q 118
Internal secondary data can be found from which of the following?
A)Sales invoices
B)Customer complaints
C)Marketing plans
D)All of the above
Free
Multiple Choice
Q 119Q 119
The main aim of marketing research is which of the following?
A)To gather as much relevant information as possible
B)To prevent information overload
C)To help improve decision making
D)To find out what competitors are offering
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Multiple Choice
Q 120Q 120
The system in which marketing information is formally gathered, stored, analyzed and distributed to managers in accord with their informational needs on a regular planned basis is called marketing knowledge systems.
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True False
Q 121Q 121
Depth interviews involve the interviewing of individual consumers about a single topic for perhaps one or two hours.
Free
True False
Free
True False
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True False
Q 124Q 124
Primary research is the preliminary exploration of a research area prior to the main data collection stage.
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True False
Q 125Q 125
Sampling frame is a term used in research to denote the selection of a sub-set of the total population in order to interview them.
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True False
Q 126Q 126
Piloting involves the assignment of numbers to specific responses in order to facilitate the analysis of the questionnaires later on.
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True False
Q 127Q 127
Telephone interviews generally have a higher response rate than mail questionnaires but lower than face-to-face interviews; their cost is usually less than face-to-face but higher than for mail surveys; and they allow a degree of flexibility when interviewing.
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True False
Q 128Q 128
For face-to-face interviews, the personal element in the contact makes refusal more likely.
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True False
Q 129Q 129
Stratified random sampling is where the population is broken into groups and a random sample is drawn from each group.
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True False
Q 130Q 130
Secondary data can be found by examination of internal records, and reports of research previously carried out for the company.
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True False
Q 131Q 131
Continuous studies interview the same sample of people repeatedly and the main types of continuous research include; consumer panels, retail audits and television viewership panels.
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True False
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True False
Q 133Q 133
Research data that has come to a researcher "second hand", where other people have compiled the data, cannot be used in a marketing research report, only primary data can be included.
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True False
Q 134Q 134
A research proposal should include the following; a statement of objectives, what will be done, timetable, and costs.
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True False