Marketing Planning: IB Business And Management Marketing! Trivia Quiz

60 Questions | By Catherinehalcomb | Updated: Mar 20, 2022 | Attempts: 458

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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
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
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
4.

Which of the following is NOT a source of secondary data?
- A.
  
  Reference books
- B.
  
  Government publications
- C.
  
  Observations
- D.
  
  Company annual reports
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
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
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
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?'
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
10.

Secondary data can be gathered from the use of:
- A.
  
  Focus groups
- B.
  
  Observations
- C.
  
  Suggestion boxes
- D.
  
  Social trends
11.

Primary data can be gathered from the use of:
- A.
  
  Government statistics
- B.
  
  Internet sites
- C.
  
  Group interviews
- D.
  
  Social trends
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
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
14.

Primary data is _______________ research that collects _______________ data for a specific purpose.
- A.
  
  Desk, existing
- B.
  
  New, new
- C.
  
  Field, new
- D.
  
  Field, existing
15.

Desk research can be conducted by:
- A.
  
  Personal interviews
- B.
  
  Telephone interviews
- C.
  
  Postal surveys
- D.
  
  Using annual company accounts
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
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
18.

Primary research can be obtained by several methods, except for:
- A.
  
  Observations
- B.
  
  Focus groups
- C.
  
  University research publications
- D.
  
  Photographic evidence
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
20.

Market research that gathers statistical data is known as:
- A.
  
  Field research
- B.
  
  Secondary research
- C.
  
  Qualitative research
- D.
  
  Quantitative research
21.

The study of human population dynamics is known as:
- A.
  
  Segmentation
- B.
  
  Demography
- C.
  
  Geography
- D.
  
  Psychology
22.

Demographic segmentation can be done by all the following except:
- A.
  
  Gender
- B.
  
  Age
- C.
  
  Lifestyle
- D.
  
  Religion
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
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
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