Marketing Planning: IB Business And Management Marketing! Trivia Quiz

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Marketing Management Quizzes & Trivia

Questions and Answers
  • 1. 

    Which of the following is NOT a potential problem associated with primary research data?

    • A.

      Sample size

    • B.

      Bias

    • C.

      Focus

    • D.

      Cost

    Correct Answer
    C. Focus
    Explanation
    Focus is not a potential problem associated with primary research data because it refers to the specific area or topic that the research is centered on. While focus can impact the scope and depth of the research, it is not inherently a problem. Sample size, bias, and cost, on the other hand, can all pose challenges in primary research. Sample size affects the representativeness and generalizability of the findings, bias can introduce inaccuracies and skew the results, and cost can limit the feasibility and scale of the research.

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  • 2. 

    Primary research is:

    • A.

      Data that has not been processed by a firm

    • B.

      Using questionnaires to collect quantitative data

    • C.

      Collecting new data for a specific purpose

    • D.

      Using experimentation and observations to find out what customers want or need

    Correct Answer
    C. Collecting new data for a specific purpose
    Explanation
    Primary research is the process of collecting new data for a specific purpose. This involves conducting surveys, interviews, observations, or experiments to gather firsthand information. Unlike secondary research, which involves using existing data, primary research aims to gather original data that is specific to the research objective. It allows researchers to directly interact with the target audience or subjects to gain insights and understand their preferences, opinions, behaviors, or needs. By collecting new data, primary research provides fresh and tailored information that can be used to make informed decisions or develop strategies.

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  • 3. 

    Why might a business carry out primary research?

    • A.

      To gather data that does not already exist

    • B.

      To discover their customers' needs and wants

    • C.

      To produce better goods and services for their customers

    • D.

      To gain more market share

    Correct Answer
    A. To gather data that does not already exist
    Explanation
    A business might carry out primary research to gather data that does not already exist. Primary research involves collecting new and original data directly from the source, which can provide unique insights and information that is not available elsewhere. By conducting primary research, a business can gather specific data tailored to their needs and objectives, enabling them to make informed decisions, identify customer needs and wants, improve their products and services, and gain a competitive advantage in the market.

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  • 4. 

    Which of the following is NOT a source of secondary data?

    • A.

      Reference books

    • B.

      Government publications

    • C.

      Observations

    • D.

      Company annual reports

    Correct Answer
    C. Observations
    Explanation
    Observations are not considered a source of secondary data because secondary data refers to data that has already been collected by someone else for a different purpose. Observations, on the other hand, involve firsthand data collection by the researcher themselves. Therefore, observations are considered a primary data source rather than a secondary data source.

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  • 5. 

    Primary data has an advantage over secondary data because:

    • A.

      The data already exists so it is cheaper to gather

    • B.

      It is normally less time consuming to gather

    • C.

      It saves data collection expenses

    • D.

      It is unique to the purpose of the research

    Correct Answer
    D. It is unique to the purpose of the research
    Explanation
    Primary data is unique to the purpose of the research, meaning that it is specifically collected for the current study. This is an advantage because it ensures that the data collected is directly relevant to the research objectives and can provide more accurate and specific insights. In contrast, secondary data may have been collected for a different purpose and may not fully align with the current research needs. Therefore, primary data allows researchers to have more control over the information they collect and increases the likelihood of obtaining meaningful and reliable results.

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  • 6. 

    The difference between quantitative and qualitative market research is that:

    • A.

      The latter method relies on a much larger number of respondents to get a statistically valid set of answers

    • B.

      The former method uses a large sample size

    • C.

      One relies on primary research whilst the other relies on secondary research

    • D.

      The former method can be statistically analysed

    Correct Answer
    A. The latter method relies on a much larger number of respondents to get a statistically valid set of answers
    Explanation
    The correct answer is that the latter method relies on a much larger number of respondents to get a statistically valid set of answers. This means that qualitative market research requires a larger sample size in order to gather enough data to make statistically significant conclusions. In contrast, quantitative market research uses a large sample size, but the focus is on gathering numerical data that can be statistically analyzed. The answer does not mention anything about primary or secondary research methods, so it is not relevant to the explanation.

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  • 7. 

    The main purpose of a researcher using qualitative market research is to:

    • A.

      Understand the behaviour, attitudes and perceptions of customers or employees

    • B.

      Aid marketing or organisational decision-making

    • C.

      Aid statistical analysis of factual findings

    • D.

      Gather the views of a small group of people before the mass launch of a product

    Correct Answer
    A. Understand the behaviour, attitudes and perceptions of customers or employees
    Explanation
    Qualitative market research is used by researchers to gain a deeper understanding of the behavior, attitudes, and perceptions of customers or employees. This type of research focuses on gathering subjective data through methods such as interviews, focus groups, and observations. The purpose of this research is to gather rich and detailed insights that can aid marketing or organizational decision-making. It is not primarily aimed at aiding statistical analysis of factual findings or gathering the views of a small group of people before a mass product launch.

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  • 8. 

    Which statement below can NOT be applied to quantitative market research?

    • A.

      Uses hard data to aid statistical analysis

    • B.

      Is based on numerical data and information

    • C.

      Is based on only using primary research techniques

    • D.

      Deals with questions such as 'how much?', 'how many?' and 'how often?'

    Correct Answer
    C. Is based on only using primary research techniques
  • 9. 

    Which oif the following is an example of primary research?

    • A.

      Newly published government reports

    • B.

      Customer suggestion or comment sheets

    • C.

      Economic forecasts for the next twelve months

    • D.

      Information from competitors

    Correct Answer
    B. Customer suggestion or comment sheets
    Explanation
    Customer suggestion or comment sheets are an example of primary research because they involve gathering firsthand information directly from customers. This type of research allows businesses to collect data specific to their own products or services, enabling them to gain insights into customer preferences, opinions, and experiences. By directly engaging with customers through suggestion or comment sheets, companies can obtain valuable feedback that can be used to improve their offerings and make informed decisions based on the customers' needs and wants.

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  • 10. 

    Secondary data can be gathered from the use of:

    • A.

      Focus groups

    • B.

      Observations

    • C.

      Suggestion boxes

    • D.

      Social trends

    Correct Answer
    D. Social trends
    Explanation
    Social trends can provide valuable secondary data as they reflect the patterns and behaviors of a larger population. By analyzing social trends, researchers can gather information about consumer preferences, market demands, and societal changes. This data can be used to make informed decisions, develop marketing strategies, and understand the needs and wants of the target audience.

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  • 11. 

    Primary data can be gathered from the use of:

    • A.

      Government statistics

    • B.

      Internet sites

    • C.

      Group interviews

    • D.

      Social trends

    Correct Answer
    C. Group interviews
    Explanation
    Group interviews are a method of gathering primary data because they involve directly interacting with a group of individuals to collect information. In a group interview, a researcher can ask questions, observe group dynamics, and gather insights and opinions from multiple participants simultaneously. This allows for a diverse range of perspectives and the opportunity to delve deeper into topics through follow-up questions. Government statistics, internet sites, and social trends, on the other hand, are sources of secondary data, as they already exist and are not directly collected by the researcher.

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  • 12. 

    Which of the following is unlikely to be a drawback of primary research?

    • A.

      Unrepresentative sample used to generate findings

    • B.

      Respondents may exaggerate their views

    • C.

      Wrong or inappropriate questions may be asked

    • D.

      May lack specific focus

    Correct Answer
    D. May lack specific focus
    Explanation
    Primary research involves collecting new data directly from the source, which allows for a specific focus on the research objective. Therefore, it is unlikely for primary research to lack a specific focus. The other options can be potential drawbacks of primary research.

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  • 13. 

    Market research is NOT concerned with:

    • A.

      Trying to identify market trends

    • B.

      Assessing customer reactions to new products

    • C.

      Forecasting potential sales of a new product

    • D.

      Segmenting markets by age, gender, income and ethnic background

    Correct Answer
    D. Segmenting markets by age, gender, income and ethnic background
    Explanation
    Market research is a systematic process that involves gathering and analyzing information about a specific market or target audience. It aims to understand consumer behavior, preferences, and needs. The given answer, "Segmenting markets by age, gender, income, and ethnic background," is correct because it is a key aspect of market segmentation, which is a marketing strategy to divide a broad market into smaller, more manageable segments based on various demographic, psychographic, and behavioral characteristics. Market research, on the other hand, focuses on identifying market trends, assessing customer reactions to new products, and forecasting potential sales of a new product.

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  • 14. 

    Primary data is _______________ research that collects _______________ data for a specific purpose.

    • A.

      Desk, existing

    • B.

      New, new

    • C.

      Field, new

    • D.

      Field, existing

    Correct Answer
    C. Field, new
    Explanation
    Primary data refers to original data that is collected firsthand for a specific purpose. It involves gathering information directly from the source through methods such as surveys, interviews, observations, or experiments. "Field, new" is the correct answer as it accurately describes the process of conducting research in the field or real-world setting to collect fresh and original data that has not been previously collected or analyzed. This type of research allows for firsthand exploration and discovery of new information.

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  • 15. 

    Desk research can be conducted by:

    • A.

      Personal interviews

    • B.

      Telephone interviews

    • C.

      Postal surveys

    • D.

      Using annual company accounts

    Correct Answer
    D. Using annual company accounts
    Explanation
    Desk research can be conducted by using annual company accounts as it involves gathering information from existing sources such as financial reports, balance sheets, and income statements of companies. This method allows researchers to analyze and extract data without the need for direct interaction with individuals. By studying annual company accounts, researchers can gain insights into the financial performance, trends, and strategies of organizations, which can be valuable for market analysis, competitor research, and industry studies.

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  • 16. 

    Primary data can best be gathered by:

    • A.

      Government publications and statistics

    • B.

      Observation and surveillance

    • C.

      Quantitative research

    • D.

      Trade research and development

    Correct Answer
    B. Observation and surveillance
    Explanation
    Observation and surveillance is the best method for gathering primary data. This involves directly observing and monitoring individuals, events, or phenomena to collect firsthand information. It allows researchers to gather data in real-time, providing accurate and unbiased information. Government publications and statistics can provide secondary data, while quantitative research and trade research and development may involve collecting primary data but are not as effective as observation and surveillance.

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  • 17. 

    Market research that gathers the views, ideas, opinions and thoughts of consumers in a non-statistical manner is known as:

    • A.

      Primary research

    • B.

      Desk research

    • C.

      Qualitative research

    • D.

      Quantitative research

    Correct Answer
    C. Qualitative research
    Explanation
    Qualitative research refers to the process of gathering subjective data, such as opinions, thoughts, and ideas, from consumers. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research aims to understand the underlying reasons and motivations behind consumer behavior. It involves methods such as interviews, focus groups, and observations. Therefore, qualitative research is the correct answer as it aligns with the description provided in the question.

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  • 18. 

    Primary research can be obtained by several methods, except for:

    • A.

      Observations

    • B.

      Focus groups

    • C.

      University research publications

    • D.

      Photographic evidence

    Correct Answer
    C. University research publications
    Explanation
    University research publications are not a method of obtaining primary research. Primary research refers to the collection of original data directly from the source, and it can be done through observations, focus groups, and photographic evidence. University research publications, on the other hand, involve the dissemination of research findings after the data has already been collected and analyzed. They are a secondary source of information that summarizes and presents the results of primary research conducted by researchers.

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  • 19. 

    Which statement below can NOT be applied to desk research?

    • A.

      It uses existing data and information for market research purposes

    • B.

      Data is often provided by specialist market research firms

    • C.

      It includes the use of survey and interview findings conducted by the firm

    • D.

      It includes industry surveys that have been carried out

    Correct Answer
    C. It includes the use of survey and interview findings conducted by the firm
    Explanation
    Desk research refers to the process of gathering information and data from existing sources such as market research reports, industry surveys, and data provided by specialist market research firms. It does not involve conducting surveys or interviews by the firm itself. Therefore, the statement "It includes the use of survey and interview findings conducted by the firm" cannot be applied to desk research.

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  • 20. 

    Market research that gathers statistical data is known as:

    • A.

      Field research

    • B.

      Secondary research

    • C.

      Qualitative research

    • D.

      Quantitative research

    Correct Answer
    D. Quantitative research
    Explanation
    Quantitative research involves gathering statistical data, which makes it the correct answer for this question. Field research refers to collecting data firsthand through observations or interviews in real-world settings. Secondary research involves analyzing existing data or information collected by others. Qualitative research focuses on gaining insights and understanding the underlying reasons and motivations behind certain phenomena. In contrast, quantitative research aims to gather numerical data and analyze it using statistical methods to draw conclusions and make predictions.

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  • 21. 

    The study of human population dynamics is known as:

    • A.

      Segmentation

    • B.

      Demography

    • C.

      Geography

    • D.

      Psychology

    Correct Answer
    B. Demography
    Explanation
    Demography is the correct answer because it refers to the study of human population dynamics, including factors such as birth rates, death rates, migration, and population growth. It involves analyzing and interpreting data to understand population trends, patterns, and characteristics. Segmentation refers to dividing a market into distinct groups based on certain criteria, geography is the study of the Earth's physical features and its inhabitants, and psychology is the study of the human mind and behavior.

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  • 22. 

    Demographic segmentation can be done by all the following except:

    • A.

      Gender

    • B.

      Age

    • C.

      Lifestyle

    • D.

      Religion

    Correct Answer
    C. Lifestyle
    Explanation
    Demographic segmentation is a marketing strategy that involves dividing a target market into specific groups based on various demographic factors. These factors typically include gender, age, and religion. However, lifestyle is not a demographic factor but rather a psychographic factor. Psychographic segmentation focuses on the attitudes, interests, and behaviors of individuals. Therefore, lifestyle is not considered a valid option for demographic segmentation.

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  • 23. 

    Which statement below can NOT be applied to market segmentation?

    • A.

      It acknowledges the fact that customers are different

    • B.

      It is used for primary research only

    • C.

      Demographics is the most common method of segmentation

    • D.

      It allows a firm to fine-tune its marketing mix

    Correct Answer
    B. It is used for primary research only
    Explanation
    Market segmentation is a strategy that acknowledges the fact that customers are different, allowing a firm to fine-tune its marketing mix. It is not limited to primary research only, as it can also be used for secondary research and data analysis. Additionally, demographics is indeed one of the most common methods of segmentation, but it is not the only method as there are various other segmentation variables such as psychographics, behavior, and geographic factors. Therefore, the statement "It is used for primary research only" is not applicable to market segmentation.

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  • 24. 

    If a firm uses a segmentation strategy based on characteristics such as religion, gender and marital status, then it is using which type of segmentation?

    • A.

      Demographic

    • B.

      Geographic

    • C.

      Psychographic

    • D.

      Ethnicity

    Correct Answer
    A. Demographic
    Explanation
    The firm is using a demographic segmentation strategy because it is dividing the market based on characteristics such as religion, gender, and marital status, which are all demographic factors. Demographic segmentation involves categorizing consumers based on measurable characteristics such as age, income, education, occupation, and other demographic variables.

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  • 25. 

    The image or perception of a product or brand in relation to other products or brands in the market is known as:

    • A.

      Positioning

    • B.

      Branding

    • C.

      Segmentation

    • D.

      Physical evidence

    Correct Answer
    A. Positioning
    Explanation
    Positioning refers to the image or perception of a product or brand in relation to other products or brands in the market. It involves creating a distinct and favorable position for a product or brand in the minds of consumers, based on its unique features, benefits, and attributes. This helps to differentiate the product or brand from competitors and target specific market segments effectively.

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  • 26. 

    Businesses that view their customers as being the same and therefore offer just one marketing mix take a __________ approach tom their marketing.

    • A.

      Targeting

    • B.

      Segmentation

    • C.

      Homogeneous

    • D.

      Heterogeneous

    Correct Answer
    C. Homogeneous
    Explanation
    Businesses that view their customers as being the same and therefore offer just one marketing mix take a homogeneous approach to their marketing. This means that they treat all customers as a single group and do not differentiate between them based on their specific needs, preferences, or characteristics. Instead, they offer a standardized marketing mix that is designed to appeal to the average customer. This approach may be suitable for businesses operating in markets where customers have similar needs and preferences, but it may not be effective in markets with diverse customer segments.

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  • 27. 

    A product's location on a position map is determined by:

    • A.

      Producers

    • B.

      Consumers

    • C.

      Competitors

    • D.

      Suppliers

    Correct Answer
    B. Consumers
    Explanation
    A product's location on a position map is determined by consumers. This is because consumers' perceptions and preferences play a crucial role in positioning a product in the market. The way consumers perceive and evaluate a product's features, benefits, and value proposition influences its position relative to other products in the market. Consumer preferences, needs, and desires drive the positioning strategy of a product, as companies aim to align their offerings with consumer demands and differentiate themselves from competitors. Therefore, understanding and catering to the needs and preferences of consumers is essential in determining a product's location on a position map.

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  • 28. 

    A 'cowboy brand' is likely to be percieved as one that offers:

    • A.

      High quality at a high price

    • B.

      Low quality at a high price

    • C.

      High quality at a low price

    • D.

      Low quality at a low price

    Correct Answer
    B. Low quality at a high price
    Explanation
    A 'cowboy brand' is likely to be perceived as one that offers low quality at a high price. This term is often used to describe products or services that are overpriced and do not meet the expected standards of quality. It implies that the brand is trying to deceive customers by charging a high price for a subpar product or service. This perception may arise due to a lack of trust in the brand or previous negative experiences with their offerings.

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  • 29. 

    A 'premium brand' is likely to be perceived as one that offers:

    • A.

      High quality at a high price

    • B.

      Low quality at a high price

    • C.

      High quality at a low price

    • D.

      Low quality at a low price

    Correct Answer
    A. High quality at a high price
    Explanation
    A 'premium brand' is typically associated with high quality products or services that are priced higher than average. Consumers perceive premium brands as offering superior quality and features, which justifies the higher price tag. This perception is based on the assumption that the brand invests in research, development, and sourcing of high-quality materials or ingredients, as well as superior craftsmanship or expertise. The higher price also helps to create a sense of exclusivity and prestige around the brand, attracting customers who are willing to pay more for the perceived value and status associated with owning a premium product.

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  • 30. 

    McDonald's introduced slads to its menu to target the more health-aware customer. This is an example of which type of segmentaion?

    • A.

      Demographic

    • B.

      Geographic

    • C.

      Psychographic

    • D.

      Prolific

    Correct Answer
    C. Psychographic
    Explanation
    McDonald's introducing salads to its menu to target health-aware customers indicates that the company is segmenting its market based on psychographic factors. Psychographic segmentation involves dividing the market based on lifestyle, values, attitudes, interests, and other psychological factors. In this case, McDonald's is targeting customers who prioritize their health and are more likely to choose healthier food options like salads.

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  • 31. 

    The stratagey that involves changing the perception of a product or a brand relative to those offered by rival firms is known as:

    • A.

      Market mapping

    • B.

      Perceptual mapping

    • C.

      Remapping

    • D.

      Repositioning

    Correct Answer
    D. Repositioning
    Explanation
    Repositioning refers to the strategy of altering the perception of a product or brand in relation to its competitors. This involves changing the positioning or image of the product in the minds of consumers to differentiate it from rival offerings. Repositioning can be done through various means such as changing the marketing message, targeting a different audience, or modifying the product itself. This strategy aims to create a unique and favorable perception of the product or brand, ultimately leading to increased market share and competitiveness.

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  • 32. 

    Segmentation can be split into three broad categories. Which option below is NOT one of the methods:

    • A.

      Academics

    • B.

      Demographics

    • C.

      Geographic

    • D.

      Psychographics

    Correct Answer
    A. Academics
    Explanation
    Segmentation is a marketing strategy used to divide a target market into smaller, more manageable segments. The three broad categories of segmentation are demographics (dividing the market based on factors like age, gender, income, etc.), geographic (dividing the market based on location or region), and psychographics (dividing the market based on psychological and lifestyle characteristics). Academics is not a method of segmentation as it does not pertain to any specific characteristic or behavior of the target market.

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  • 33. 

    The name for a collective group of people who have the same needs and wants for a particular product is known as:

    • A.

      Consumer group

    • B.

      Market

    • C.

      Market division

    • D.

      Target audience

    Correct Answer
    B. Market
    Explanation
    The term "market" refers to a collective group of people who have similar needs and wants for a particular product. It represents the potential customers or consumers for a specific product or service. A market can be segmented into different groups based on various factors such as demographics, psychographics, and behavior. Therefore, "market" is the correct answer as it encompasses the concept of a collective group of people with similar needs and wants for a product.

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  • 34. 

    If Audi is perceived as being inferior to rivals BMW and Mercedes, then the firm needs to renew its:

    • A.

      Segmentation

    • B.

      Positioning

    • C.

      Demographics

    • D.

      Corporate image

    Correct Answer
    B. Positioning
    Explanation
    If Audi is perceived as being inferior to rivals BMW and Mercedes, then the firm needs to renew its positioning. Positioning refers to how a company wants its brand to be perceived by consumers relative to its competitors. In this case, Audi needs to reassess and redefine how it positions itself in the market to improve its image and differentiate itself from BMW and Mercedes. This could involve emphasizing unique features, targeting specific customer segments, or repositioning the brand to appeal to a different audience.

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  • 35. 

    Which concept refers to the distinctinctive aspect or feature of a product that differentiates it from others that might be available on the market?

    • A.

      Competitive rivalry

    • B.

      Monopolistic power

    • C.

      Unique selling point

    • D.

      Corporate branding

    Correct Answer
    C. Unique selling point
    Explanation
    A unique selling point refers to the distinctive aspect or feature of a product that sets it apart from other similar products in the market. It is a specific attribute that makes the product stand out and gives it a competitive advantage. This unique selling point can be a feature, benefit, or characteristic that appeals to the target audience and convinces them to choose this product over others. It helps in creating brand differentiation and attracting customers by offering something different or better than what is available in the market.

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  • 36. 

    Sampling is used in market research because:

    • A.

      It is cheaper and quicker to use a sample than to survey the whole market

    • B.

      A sample's views is used to represent the population's views

    • C.

      A sample can be used to increase the confidence of statistical findings

    • D.

      It can be easier to identify trends from the sample findings

    Correct Answer
    A. It is cheaper and quicker to use a sample than to survey the whole market
    Explanation
    Sampling is used in market research because it is more cost-effective and time-efficient compared to surveying the entire market. By selecting a representative sample, researchers can gather insights and opinions that can be generalized to the larger population. Additionally, using a sample allows for increased confidence in statistical findings as it reduces the margin of error. Moreover, analyzing trends from the sample findings can provide valuable information for decision-making and strategic planning.

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  • 37. 

    The sampling method used to interview a given number of respondents with given characteristics such as their age or gender, is known as:

    • A.

      Cluster

    • B.

      Random

    • C.

      Stratified

    • D.

      Quota

    Correct Answer
    D. Quota
    Explanation
    The sampling method used to interview a given number of respondents with given characteristics such as their age or gender is known as a quota sampling method. In this method, the researcher sets a specific quota for each characteristic and then selects respondents who meet those quotas. This ensures that the sample is representative of the population in terms of the specific characteristics of interest.

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  • 38. 

    Which method of sampling is used when a population is widely dispersed across geographical locations?

    • A.

      Cluster

    • B.

      Random

    • C.

      Stratified

    • D.

      Quota

    Correct Answer
    A. Cluster
    Explanation
    Cluster sampling is the appropriate method when a population is widely dispersed across geographical locations. In this method, the population is divided into clusters or groups based on their geographical locations. Then, a random sample of clusters is selected, and all individuals within the selected clusters are included in the sample. This method allows for efficient data collection as it reduces the need for extensive travel and ensures representation from different geographical areas.

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  • 39. 

    Which of the following is NOT a feature of quota sampling?

    • A.

      Non-randomly selected sample

    • B.

      Specific number of people in a market segment is selected

    • C.

      Likely to be very representative of the population

    • D.

      Relatively cheap to select the sample

    Correct Answer
    C. Likely to be very representative of the population
    Explanation
    Quota sampling involves selecting a specific number of people from different segments of the population based on certain characteristics. This method does not guarantee a random selection, as it relies on the researcher's judgment to choose individuals that fit the desired criteria. While quota sampling can provide a diverse sample, it may not be entirely representative of the entire population, as certain groups may be over or underrepresented. Therefore, the statement "Likely to be very representative of the population" is not a feature of quota sampling.

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  • 40. 

    Stratified sampling would be least likely to take account of:

    • A.

      Race or ethnicity

    • B.

      Occupations

    • C.

      Heterogeneous characteristics of a population

    • D.

      Homogeneous characteristics of a population

    Correct Answer
    D. Homogeneous characteristics of a population
    Explanation
    Stratified sampling involves dividing a population into subgroups or strata based on certain characteristics. It aims to ensure that each subgroup is represented proportionally in the sample. Considering race or ethnicity, occupations, and heterogeneous characteristics of a population are all important factors to consider in stratified sampling as they help capture the diversity within the population. However, homogeneous characteristics of a population would not be a priority in stratified sampling as it does not provide any additional information or variation in the sample.

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  • 41. 

    Snowballing is:

    • A.

      Primary research that builds on the work conducted by secondary researchers

    • B.

      Secondary research that stems from the work of primary researchers

    • C.

      Surveys or interviews carried out with individuals, who then suggest other friends, family or colleagues who then increase the sample size

    • D.

      Secondary research that mounts very quickly due to the vast amount of information that is available

    Correct Answer
    C. Surveys or interviews carried out with individuals, who then suggest other friends, family or colleagues who then increase the sample size
    Explanation
    Snowballing is a research method where surveys or interviews are conducted with individuals, who are then asked to suggest other friends, family, or colleagues who can also participate in the study. This method helps to increase the sample size by relying on the network and connections of the initial participants.

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  • 42. 

    ​Which of the following is NOT a source of sampling error?

    • A.

      Small sample size

    • B.

      Bias

    • C.

      Dishonesty

    • D.

      Errors in recording data

    Correct Answer
    D. Errors in recording data
    Explanation
    Errors in recording data can lead to measurement error, which is different from sampling error. Sampling error refers to the variability that occurs due to the random selection of a sample from a population. It is a result of chance and can be reduced by increasing the sample size. On the other hand, errors in recording data refer to mistakes in the data collection process, such as misinterpretation, transcription errors, or data entry errors. These errors can introduce bias or inaccuracies into the data, but they do not directly relate to the sampling process itself.

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  • 43. 

    Segmentation can bring about potential advantages except:

    • A.

      Risk spreading

    • B.

      Easier to identify and select appropriate advertising media

    • C.

      Less waste due to focussed marketing

    • D.

      The time involved in compiling customer profiles or market segmentation

    Correct Answer
    D. The time involved in compiling customer profiles or market segmentation
    Explanation
    Segmentation can bring about potential advantages such as risk spreading, easier identification and selection of appropriate advertising media, and less waste due to focused marketing. However, the time involved in compiling customer profiles or market segmentation is not an advantage of segmentation. This process can be time-consuming and requires thorough research and analysis. Therefore, it is not a potential advantage of segmentation.

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  • 44. 

    Which category of segmentation is least likely to be used by a private fee-paying school?

    • A.

      Socio-economic grouping

    • B.

      Age

    • C.

      Geographical location

    • D.

      Ethnicity and religion

    Correct Answer
    D. Ethnicity and religion
    Explanation
    Private fee-paying schools typically have a diverse student population and aim to attract students from various backgrounds. However, they are less likely to use ethnicity and religion as a basis for segmentation. This is because private schools generally promote inclusivity and diversity, and using ethnicity and religion as criteria for segmentation could be seen as discriminatory. Instead, private schools usually focus on other factors such as socio-economic grouping, age, and geographical location to target their desired student demographic.

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  • 45. 

    Sampling errors are likely to occur if:

    • A.

      The sample size is significantly large

    • B.

      A representative sample is selected

    • C.

      Random sampling is used

    • D.

      There are sampling size is significantly small

    Correct Answer
    D. There are sampling size is significantly small
  • 46. 

    Research carried out via in-depth interviews in order to determine the reasons behind consumers' attitudes and oppinions is best described as:

    • A.

      Quantitative research

    • B.

      Qualitative research

    • C.

      Secondary research

    • D.

      Market research

    Correct Answer
    B. Qualitative research
    Explanation
    Qualitative research involves conducting in-depth interviews to gain insights into consumers' attitudes and opinions. This type of research focuses on understanding the underlying reasons and motivations behind consumer behavior, rather than collecting numerical data. It aims to gather rich and detailed information, allowing researchers to explore and interpret participants' experiences and perceptions. Therefore, the research described in the question aligns with qualitative research.

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  • 47. 

    Market research data and information which is collected form other sources is known as:

    • A.

      Desk research

    • B.

      Field research

    • C.

      Primary research

    • D.

      Quantitative research

    Correct Answer
    A. Desk research
    Explanation
    Desk research refers to the process of gathering data and information from existing sources such as books, journals, reports, and online databases. It does not involve any direct interaction with respondents or collecting new data. In this case, the correct answer is desk research because it specifically mentions collecting data and information from other sources, indicating that it is not primary research or field research. Quantitative research, on the other hand, refers to the systematic collection and analysis of numerical data.

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  • 48. 

    Porter's five forces do NOT include:

    • A.

      Intensity of rivalry

    • B.

      Power of suppliers

    • C.

      Substitutes in the industry

    • D.

      Market growth potential

    Correct Answer
    D. Market growth potential
    Explanation
    Porter's five forces framework is a tool used to analyze the competitive dynamics of an industry. It includes five factors that shape the industry's competitive environment: the intensity of rivalry among existing competitors, the bargaining power of suppliers, the bargaining power of buyers, the threat of new entrants, and the threat of substitutes. Market growth potential is not included in Porter's five forces because it focuses more on the current competitive landscape rather than future market growth opportunities.

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  • 49. 

    Porter described the 'threat of substitutes' in an industry as:

    • A.

      The ability of customers to switch to an alternative product or brand

    • B.

      The existence of substitute products within a market

    • C.

      The number of existing products and brands in an industry

    • D.

      The degree of customer loyalty to a brand or product

    Correct Answer
    A. The ability of customers to switch to an alternative product or brand
    Explanation
    Porter's description of the 'threat of substitutes' in an industry refers to the ability of customers to switch to an alternative product or brand. This means that if there are other products or brands available that can fulfill the same need or offer similar benefits, customers have the option to switch to those alternatives. This poses a threat to the existing products or brands in the market, as it can lead to a decrease in market share and profitability. Therefore, understanding the level of threat posed by substitutes is crucial for businesses to develop effective strategies and stay competitive in the market.

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  • 50. 

    The sampling method that allows each entity in a population to have an equal chance of being in the sample is known as:

    • A.

      Snowballing

    • B.

      Random sampling

    • C.

      Quota sampling

    • D.

      Stratified sampling

    Correct Answer
    B. Random sampling
    Explanation
    Random sampling is the sampling method that allows each entity in a population to have an equal chance of being in the sample. This means that every individual or element in the population has the same probability of being selected. Random sampling helps to minimize bias and ensure that the sample is representative of the entire population. It is commonly used in research studies and surveys to obtain unbiased and generalizable results.

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Quiz Review Timeline +

Our quizzes are rigorously reviewed, monitored and continuously updated by our expert board to maintain accuracy, relevance, and timeliness.

  • Current Version
  • Mar 20, 2023
    Quiz Edited by
    ProProfs Editorial Team
  • Apr 25, 2012
    Quiz Created by
    Catherine Halcomb
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