Market Research Multiple Choice Quiz

1. A business activity that discovers information of use in making marketing decisions is:

Market research

Market Segmentation

Sales performance

Product distribution

Page 75; LO1

Explanation

Page 75; LO1

2. A market researcher spends time observing the behavior of shoppers in a large shopping mall. This market researcher is collecting:

Primary data

Valid data

Secondary data

Shopping data

Page 87; LO3

Explanation

Page 87; LO3

3. The research problem is:

The precise purpose of the research

The thing the market research is intended to address

Both a and b

A trigger that prompts a market research project

Page 81, LO2

Explanation

Page 81, LO2

4. Rich, deep, and detailed information through techniques such as interviews and focus groups is obtained through which type of research?

Qualitative research

Quantitative research

Ethnographic research

Market research

Page 90; LO3

Explanation

Page 90; LO3

5. A set of instructions and requirements that generally states the research problem and the information required, and specifies the timeframe, budget, and other conditions of the project, is known as the:

Organizational goals

Market research brief

Executive summary

Missions statement

Page 82, LO2

Explanation

Page 82, LO2

6. Which step in the market research process allows conclusions to be drawn and recommendations to be formulated?

Data collection

Data analysis

Qualitative analysis

Quantitative analysis

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Explanation

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7. A market research brief will not necessarily propose a _____ or _____ for the market research. This allows the market researcher to use their expertise.

Methodology, approach

Approach, budget

Schedule, methodology

Methodology, budget

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Explanation

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8. The Australian Bureau of Statistics (ABS) provides data to a marketing company as part of its market research project. This data is an example of:

Information data

Tertiary data

Secondary data

Primary data

Page 87; LO3

Explanation

Page 87; LO3

9. Which type of research data is typically fed into software designed specifically for statistical analysis, such as SPSS or Excel?

Qualitative data

Quantitative data

Market data

Segmentation data

Page 97; LO4

Explanation

Page 97; LO4

10. As a brand manager, you are asked to survey to assess the size of the market for your brand. This survey-based research is an example of:

Qualitative research

Quantitative research

Ethnographic research

Market research

The survey-based research conducted by the brand manager to assess the size of the market for their brand is an example of quantitative research. Quantitative research involves collecting numerical data and analyzing it statistically to draw conclusions and make predictions. In this case, the brand manager is likely to use a structured questionnaire with closed-ended questions to gather data from a large sample size, allowing them to quantify the market size and make data-driven decisions.

Explanation

The survey-based research conducted by the brand manager to assess the size of the market for their brand is an example of quantitative research. Quantitative research involves collecting numerical data and analyzing it statistically to draw conclusions and make predictions. In this case, the brand manager is likely to use a structured questionnaire with closed-ended questions to gather data from a large sample size, allowing them to quantify the market size and make data-driven decisions.

11. Major telecommunications companies such as Telstra gather an amazing amount of information regarding customer mobile phone transactions. Managing this information is an example of a:

Systematic data collecting system

Marketing information system

Market surveillance system

Market research tool

Page 77; LO1

Explanation

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12. Descriptive research, by definition, is:

A tentative explanation that can be tested

Used to solve a particular and well-defined problem by clarifying the characteristics of certain phenomena

Research that assumes that a particular variable causes a specific outcome and then, by holding everything else constant, tests whether the variable does indeed affect that outcome.

Research intended to gather more information about a loosely defined problem.

Page 86; LO3

Explanation

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13. A technique, known as '_____,' involves processing large data sets to identify patterns and trends that would not be obvious or even discernible upon observation.

Data mining

Market research

Data processing

Information processing

Page 88; LO3

Explanation

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14. Used for sharply defined problems, research which assumes that a particular variable causes a specific outcome and then, by holding everything else constant, test whether the variable does indeed affect that outcome, is known as:

Casual research

Market research

Descriptive research

Exploratory research

Page 86; LO3

Explanation

Page 86; LO3

15. The section of the market research brief that details the marketing problem, providing all known facts related to research projects, is called the:

Introduction

Background

Problem definition

Executive summary

Page 82, LO2

Explanation

Page 82, LO2

16. Which part of the written research report includes the rationale for the research approach taken?

Executive summary

Introduction or background

Appendix

Methodology

Page 99; LO4

Explanation

Page 99; LO4

17. A typical market research brief will contain the following sections: an executive summary, _____, background, problem definition, time and budget, reporting schedule, and _____.

Recommendations, conclusions

Introduction, conclusions

Introduction, appendices

Recommendations, appendices

Page 82-83; LO2

Explanation

Page 82-83; LO2

18. As part of your market research, you use procedures such as coding and reduction. Your research is using:

Qualitative data

Quantitative data

Market data

Segmentation data