Marketing Planning: IB Business And Management Marketing! Trivia Quiz

60 Questions | Total Attempts: 421

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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

  • 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

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