Introduction to Market Research

Pages: 10 (1776 words) Published: August 24, 2013

1. _____ is conducted to address a specific marketing decision for a specific firm of organization a) basic marketing research
b) qualitative marketing research
c) Quantitative marketing research
d) Applied marketing research

2. Which of the following refers the way researcher go about using knowledge and evidence to reach objective conclusion about the real world a) Qualitative method
b) Quantitative method
c) Scientific method
d) Primary method

3. The characteristic of data reflecting how pertinent these particular facts are the situation at hand is called a) Relevance
b) Timeliness
c) Completeness
d) Significance

4. Which of the following is a subset of data and info that actually has some explanatory power enabling effective decision to be made a) Knowledge
b) Intellectual capital
c) Market Intelligence
d) Decision support system

5. Which type of research is being conducted when a researcher conducts an experiment to answer the question? “Will consumer purchase more of our brand if we change the package design? a) Causal research

b) Exploratory research
c) Pilot study research
d) Descriptive research

6. Which of the following means that something has been examine against reality using data? a) Causality
b) Manipulation
c) Empirical testing
d) Spurious association

7. A research organization that specialized in the studies about advertising effectiveness is an example of a(n) a) Cross-functional team
b) Standardized research service
c) Research generalist
d) Advocacy research organization

8. In a personal interview a respondent who replies “I don’t want to answer that question about my income last year.” Is exercising which right in a research? a) Right to privacy
b) Right to be informed
c) Right to informed consent
d) Right to terminate the interview anytime

9. When a marketing manager conducts a test market but have already decided to ignore the result if they don’t support a nation launch of the product, is an example of a) Pseudo-research study

b) A pretest
c) A forecast analysis
d) Informed consent

10. All of following are situation that often call for quantitative research, except a) When it is difficult to develop specific and actionable decision statement b) When conclusive evidence is desired

c) When researchers want to learn how consumers use a product in natural settings d) When a fresh approach to study some problem is needed

11. Which qualitative research orientation in philosophy and psychology? a) Phenomenology
b) Grounded theory
c) Ethnography
d) Anthropology

12. Which of the following is the most common size of a focus group? a) 1-2
b) 3-5
c) 6-10
d) 12-20

13. Which of the following is particular approach to probing that asks respondents to compare difference between brands at different levels? a) Interrogating
b) Immersion
c) Linking
d) Laddering

14. Stella was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next Stella was participating in a(n) a) Aptitude test

b) Focus interview
c) Thematic apperception test
d) Focus blog

15. All of the following are common reason why secondary data don’t adequately satisfied research need, except: a) Outdated information
b) Too expensive
c) Variation in definition of terms
d) Different units of measurement

16. Secondary data that originate inside the organization are called a) First order data
b) Internal and proprietary
c) Exclusive data
d) Internal and valid data

17. When a research study is not conducted according to the plan in the proposal for the research study what kind of...
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