Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood. 1. ‘Marketing research’ can be a broader term than ‘market research’, covering research into the whole of the marketing process. True or false? True False 2. ‘Primary research’ is sometimes called ‘desk research’. True or false? True False 3. Primary research should always be carried out before secondary research is considered. True or false? True False 4. Quantitative research requires much larger numbers of respondents than qualitative research. True or false? True False 5. ‘Questionnaire’ and ‘survey’ mean the same thing. True or false? True False 6. What is the first stage of the marketing research process?
Answer: c. recognition of a marketing management problem 7. Which of the following are categories of marketing research?
Answer: d. all of the above 8. What is secondary data?
Answer:
a. data that has already been published 9. Which of the following is a commercial organisation that collects and publishes market research information?
10. Which of the following is a qualitative research technique?
11. Jamie spent the summer at music festivals having a great time and collecting data on how festival goers behaved. Which qualitative research strategy was he using?
12. As part of a university project, Kamil stood outside a cinema and counted the people going in. He recorded men, women and children separately and noted how many were in each group. Which research technique was he using?
13. What is a ‘test market’?
Answer: a. a smaller version of a whole market 14. Sue wanted to research parental attitudes to toy advertising so she invited six mothers to get together, watch some carefully selected adverts and then discuss them. She asked them some questions but mainly just encouraged them to talk. Which research technique was she using?
15. What is it called when research agencies use a single questionnaire to collect primary data on behalf of a number of their business clients at the same time?
Answer: d. omnibus survey 16. What is the list or database that a researcher uses to select people to be surveyed called?
Answer: b. sampling frame 17. It is difficult and expensive to use a truly random sample and so many students get other students to fill in questionnaires for their university projects. What kind of sample is this?
Answer: e. convenience sample 18. Ben’s research project involved assessing key retail trends. He decided that the best thing would be to interview directors from the country’s top retailers and ignore the small independent stores who would have less knowledge. What kind of sample is this?
Answer: a. purposive sample 19. Which of the following is most likely to be an example of secondary data?
Answer: d. a bought-in market research report (e.g. Mintel) 20. Sound marketing decisions can only be made on the basis of good quality information. The data must be:
Answer: b. timely, accurate, reliable and valid 21. There are two broad approaches to research, ______ research and quantitative research. 22. According to ESOMAR, ______ research is numerically orientated, requires significant attention to the measurement of market phenomena and often involves statistical analysis. 23. A statistical sample should have the same balance of characteristics (sex, age, background, etc.) as the statistical ______ that is being studied. 24. Closed questions can be answered in a single ______ 25. The two most common ways to collect information about website visitors are through web access ______ and page tags. |