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Basic Market Research MCQ

1. _____ is used to understand the impact of independent variables on a particular dependent variable.

Causal research

Probability sampling

Descriptive research

Exploratory research

Nonprobability sampling

Answer

Correct Answer: Causal research

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2. The logical interpretation of facts in a report is called a(n) __________.

Conclusion

Online databases

Research

Content manager

Answer

Correct Answer: Conclusion

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3. To deliver real value to marketers, marketing information must _________.

Be quantitative

Come from big data

Be obtained inexpensively

Increase the company's profits

Provide useful customer insights

Answer

Correct Answer: Provide useful customer insights

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4. Preparing the research report is the __________ step in the market research process.

Last

First

Second

Fifth

Answer

Correct Answer: Last

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5. To develop needed information, marketing information systems utilize _________.

Internal databases, big data, and market research

Marketing intelligence, marketing research, and the marketing environment

Marketing managers, information users, and internal databases

Internal databases, marketing research, and marketing managers

Internal databases, marketing intelligence, and marketing research

Answer

Correct Answer: Internal databases, marketing intelligence, and marketing research

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6. Observation is best suited for ________ research.

Experimental

Constructive

Survey

Exploratory

Descriptive

Answer

Correct Answer: Exploratory

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7. Competitive marketing intelligence is primarily responsible for _____________.

Implementing the research plan

Defining the problem

The systematic collection and analysis of publicly available information

Developing the research plan

Using primary data over secondary

Answer

Correct Answer: The systematic collection and analysis of publicly available information

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8. _____ is the value of a variable that is estimated from a sample.

Sample statistic

Parameter statistic

Alternative statistic

Sample parameter

Answer

Correct Answer: Sample statistic

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9. Two special methods vital to marketing researchers are and .

Sampling; statistical inference

Constructive; survey

Exploratory; descriptive

None of these

Answer

Correct Answer: Sampling; statistical inference

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10. The _____ of marketing research is to address ""what if"" questions.

Predictive function

Diagnostic function

Prescriptive function

Descriptive function

Answer

Correct Answer: Predictive function

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11. A ________ is a logical interpretation of the facts and other information in a report.

Recommendation; conclusion

Problem statement; summary

Conclusion; recommendation

Trend analysis; synthesis

Answer

Correct Answer: Conclusion; recommendation

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12. Ideally, market research should be ________.

Done in an ongoing process

Online research

Marketing decision support system

None of these

Answer

Correct Answer: Done in an ongoing process

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13. The most familiar search tools are ____________.

Metasearch engines

Web directories

General-purpose search engines

Online databases

Answer

Correct Answer: General-purpose search engines

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14. Information collected from online databases on the internet is an example of ________ data.

Primary

Secondary

Observational

Experimental

Answer

Correct Answer: Secondary

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15. Demographic variables are so frequently used in market segmentation because they ________.

Create smaller segments than other methods do

Create more easily reached segments than other methods do

Do not involve stereotypes

Are easy to measure in comparison to many other methods

Involve fewer attributes to consider than other methods do

Answer

Correct Answer: Are easy to measure in comparison to many other methods

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16. _______ segmentation focuses on why people buy what they buy.

Benefits sought

Usage rate

Demographic

Social class

Answer

Correct Answer: Demographic

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17. Erp systems provide _ and _ benefits.

Tangible, HR

Intangible, marketing

Marketing, operation

Tangible, intangible

Answer

Correct Answer: Tangible, intangible

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18. A growth strategy that attracts users of competitive brands is called a ________ strategy.

Market development

Product penetration

Market penetration

Diversification

Product development

Answer

Correct Answer: Market penetration

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19. A _____ strategy concentrates on finding new markets for existing products.

Market penetration

Market development

Product development

Answer

Correct Answer: Market development

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20. Wholesalers most likely discourage less-profitable customers by ________.

Increasing product promotions

Carrying exclusive product lines

Overseeing inventory control systems

Adding service charges to small purchase orders

Answer

Correct Answer: Adding service charges to small purchase orders

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21. While creating research questionnaires, researchers must particularly avoid the use of ________.

Biased phrasing

Simple language

Closed-end questions

Logical question arrangement

Open-ended questions

Answer

Correct Answer: Biased phrasing

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22. When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

Census

External secondary

Primary

Statistical

Answer

Correct Answer: Primary

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23. Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

Quota samples

Personal interview surveys

Mail surveys

Telephone surveys

Answer

Correct Answer: Personal interview surveys

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24. A marketing information system begins with the step of ________.

Generating insights into the consumption patterns seen in the market

Analyzing the results of marketing research studies

Developing information from internal or external sources

Assessing the information the company needs

Hiring marketing research firms to conduct research for the company

Answer

Correct Answer: Assessing the information the company needs

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25. Collecting the data is the step of the market research process that involves __________.

Analyzing and interpreting the data

Defining the research problem

Translating responses and questionnaires

Designing the sample

Answer

Correct Answer: Translating responses and questionnaires

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26. The process of selecting sample members so that groups can be compared is known as _____ sampling.

Focus Group Research

Stratified Purposive Sampling

Purposive Sampling

Theoretical Sampling

Groupthink

Answer

Correct Answer: Stratified Purposive Sampling

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27. A marketing research project often begins with a review of the relevant __________ data.

Primary

Secondary

Quantitative

Unfocused

Structured

Answer

Correct Answer: Secondary

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28. ________ is the final step in the marketing research process.

Selecting a research agency

Defining the research objectives

Developing the research plan

Implementing the research plan

Interpreting and reporting the findings

Answer

Correct Answer: Interpreting and reporting the findings

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29. ________ is best suited for descriptive research.

An online discussion

Ethnographic research

Netnography research

A survey

A focus group

Answer

Correct Answer: A survey

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30. An advantage of collecting data via an online questionnaire is __________.

Collect the data then Analyze and Interpret the Data

Instantaneous data collection and analysis

No geographic restrictions

Preparing the research report

Answer

Correct Answer: Instantaneous data collection and analysis

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31. What does it mean to say that a test is "significant at the 2% level"?

That 2% of the respondents agreed with the assertion.

That 98% of the respondents agreed with the assertion.

That 52% of the respondents agreed with the assertion.

That there is a 2% chance of a false-positive result.

Answer

Correct Answer: That there is a 2% chance of a false-positive result.

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32.
Which of the following statements is/are true?

i) Market research must be objective.
ii) Market research comprises analysis and predictions of consumer behavior.

Both (i) and (ii) are true.

Only (i) is true.

Only (ii) is true.

Neither is true.

Answer

Correct Answer: Only (i) is true.

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33. What does a correlation of '-1' between two variables indicate?

That there is a slight negative correlation between the variables.

That there is no correlation between the variables.

That there is a perfect negative correlation between the variables.

That the variables are independent.

Answer

Correct Answer: That there is a perfect negative correlation between the variables.

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34. orecasting is made difficult by the fact that tiny initial variations can have significant long-term effects. What is this phenomenon known as?

Elephant effect

Butterfly effect

Hummingbird effect

Grasshopper effect

Answer

Correct Answer: Butterfly effect

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35. Forecasting is made difficult by the fact that tiny initial variations can have significant long-term effects. What is this phenomenon known as?

Elephant effect

Butterfly effect

Hummingbird effect

Grasshopper effect

Answer

Correct Answer: Butterfly effect

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36. Which of the following best defines the term 'Market Segmentation'?

The grouping of consumers on the basis of similar needs

The division of staff into sales teams along geographical lines

The categorization of people by the volume of consumption

The preparation of the marketing campaign for the target market

Answer

Correct Answer: The grouping of consumers on the basis of similar needs

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37. Which of the following models the process by which new products are taken up amongst a population of potential customers?

Taylor's exchange theorem

Harvey's spread algorithm

Bass diffusion model

Young's flow diagram

Answer

Correct Answer: Bass diffusion model

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38. Which of the following best characterizes face-to-face surveys relative to other types of surveys?

Low response rate, low cost

Low response rate, high cost

High response rate, low cost

High response rate, high cost

Answer

Correct Answer: High response rate, high cost

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39. Which of the following is true of a market with a 'zero-profit condition'?

New companies are unlikely to enter because profit margins are low.

Only not-for-profit organizations are allowed.

New companies can easily enter the market, preventing those in the market from making high profits.

New entrants will make a profit only after having been several years in the market.

Answer

Correct Answer: New companies can easily enter the market, preventing those in the market from making high profits.

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40. Which of the following terms concerns applying statistical methods to the deduction of economic principles?

Causality

Econometrics

Demographics

Predictive analytics

Answer

Correct Answer: Econometrics

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41. Which of the following is an example of a 'closed' question?

"Why do you get up early in the morning?"

"Who is your favorite baseball player?"

"When shall we go to the restaurant?"

"Do you like Mozart?"

Answer

Correct Answer: "Do you like Mozart?"

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42. Which of the following is NOT a problem associated with postal surveys?

Follow-up questions cannot be asked.

Respondents do not get time to consider responses.

Response rate is low.

Collating data is time-consuming.

Answer

Correct Answer: Respondents do not get time to consider responses.

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43. Which of the following does NOT feature in Porter's 'five forces analysis'?

Bargaining power of the suppliers

Bargaining power of the customers

Threat of international competition

Competitive rivalry within an industry

Answer

Correct Answer: Threat of international competition

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44. Before which of the following decisions would it be LEAST sensible for a company to undertake market analysis?

That there is a slight negative correlation between the variables.

That there is no correlation between the variables.

That there is a perfect negative correlation between the variables.

That the variables are independent.

Answer

Correct Answer: That there is a perfect negative correlation between the variables.

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45. Before which of the following decisions would it be LEAST sensible for a company to undertake market analysis?

Whether to expand the workforce

Whether to purchase a new plant

How much to pay to the staff

How much raw material to buy

Answer

Correct Answer: How much to pay to the staff

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46. What does the 'Dirichlet model' seek to describe?

The product life-cycle

The relationship between marketing and sales

The effect of elasticity of demand on revenue

Brand loyalty and repeat purchases

Answer

Correct Answer: Brand loyalty and repeat purchases

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47. To what end is 'conjoint analysis' used?

To assess the relative importance of different product features

To calculate the likely impact of external factors on demand

To determine the most effective marketing medium for a product

To compare a product with that of a competitor

Answer

Correct Answer: To assess the relative importance of different product features

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48.
Which TWO of the following are issues associated with 'benchmarking'?

i)It leads to increased production costs.
ii)It can be difficult to obtain the necessary data.
iii)Comparison with market leaders is not a helpful process.
iv)Organizations are not necessarily directly comparable.

i and ii only

i and iii only

ii and iv only

iii and iv only

Answer

Correct Answer: ii and iv only

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49. What is the name given to the effect whereby people carry out an activity differently if the management is taking an interest in or monitoring them?

Eddington effect

Fowlds effect

Hawthorne effect

Norton effect

Answer

Correct Answer: Hawthorne effect

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50. Which of the following best describes the technique of 'A/B testing' (or 'split testing')?

Using multiple versions of advertising materials to determine which is most effective

Asking consumers to compare two products in a blind test

Testing a product on two distinct groups of consumers

Seeking feedback from the same consumers twice with a set interval between

Answer

Correct Answer: Using multiple versions of advertising materials to determine which is most effective

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51. Which of the following statements is/are true? i)Data can be extrapolated to predict future behavior. ii)A moving average can be used to reduce the impact of anomalies in data.

Both (i) and (ii) are true

Only (i) is true.

Only (ii) is true

Neither is true

Answer

Correct Answer: Both (i) and (ii) are true

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52. Which of the following types of companies would be LEAST interested in 'coolhunting' as a form of market research?

A garment/fabric store

A supermarket

A store specializing in electronic gadgets

A record company

Answer

Correct Answer: A supermarket

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53. What type of measure would be gained by asking consumers to choose which company from a list was the sponsor of an advertisement?

Unaided awareness

Aided awareness

Recognition

Preference

Answer

Correct Answer: Aided awareness

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54. What is the 'interquartile range' of the following data: 10, 6, 12, 8, 2, 6, 4?

4.5

Impossible to tell

Answer

Correct Answer: 6

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55.
Which of the following are reasons for a company undertaking 'price elasticity analysis'?
i)Determining the types of people who buy a product
ii)Identifying 'price points' in the market for a product
iii)Investigating the effects of price changes on sales

i and ii

i and iii

ii and iii

All of the above

Answer

Correct Answer: ii and iii

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56.
Which of the following statements is/are true?
i)The data on which secondary market research is based is unlikely to be tailored precisely to the requirements of the task.
ii)Secondary market research tends to be more expensive than primary research.

Both (i) and (ii) are true

Only (i) is true.

Only (ii) is true.

Neither is true.

Answer

Correct Answer: Only (i) is true.

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57. For what purpose is the 'Schmidt-Hunter' technique of meta-analysis used?

To determine the reliability of data.

To combine the results of multiple studies.

To determine the validity of data.

To identify the optimal target market for a product.

Answer

Correct Answer: To combine the results of multiple studies.

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58. What sub-set of a set of data is covered by the 'box' element of a box-and-whisker diagram (or 'box plot')?

The first and second quartiles

The second and third quartiles

The first and fourth quartiles

Answer

Correct Answer: The second and third quartiles

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59.
Which of the following statements is/are true of 'choice modeling'?
i)It permits the respondents to behave strategically.
ii)It compels the respondents to consider compromises between mutually-incompatible features.

Both (i) and (ii) are true.

Only (i) is true.

Only (ii) is true

Neither is true

Answer

Correct Answer: Only (ii) is true

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60. What is meant by the expression 'Type II error'?

An error caused by bias in responses

An error caused by non-representative character of a sample

The rejection of a true hypothesis

An error caused by too small a size of the sample to draw a meaningful conclusion

Answer

Correct Answer: The rejection of a true hypothesis

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61. It is important that surveys actually measure what they are intended to. Which of the following terms describes this consideration?

Validity

Reliability

Significance

Generalizability

Answer

Correct Answer: Validity

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62. Which of the following types of sampling involves selecting a set number (which need not be the same) of a distinct sub-group (or 'stratum')?

Quota sampling

Simple random sampling

Systematic sampling

Probability sampling

Answer

Correct Answer: Quota sampling

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63. To what end do market researchers use 'choice modeling'?

To determine the best wording of questions in surveys

To make predictions about human decision making behavior

To test possible marketing material on consumers

To optimize product placement

Answer

Correct Answer: To make predictions about human decision making behavior

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64.
Which TWO of the following situations may cause 'response bias'?
i)Emotive language in a survey question
ii)Delay between designing a survey and using it
iii)Using a voluntary-response method that leads to respondents not being representative of the population
iv)Using qualitative rather than quantitative methods

i and ii only

i and iii only

ii and iv only

iii and iv only

Answer

Correct Answer: i and iii only

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65. Which of the following best describes the phenomenon of 'optimism bias'?

The tendency to assume that things will work out well

The tendency to assume that things will work out badly

The overestimation of low-probability negative outcomes

The underestimation of low-probability positive outcomes

Answer

Correct Answer: The tendency to assume that things will work out well

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66. Which of the following is NOT a function performed by the 'management information' system?

Data gathering and data processing

The formulation of hypotheses

The dissemination of information to marketing managers

Storage and retention of data

Answer

Correct Answer: The formulation of hypotheses

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67.
Which of the following statements relating to business-to-business research is/are true?
i)Personal relationships between the marketer and the respondent are less important.
ii)The marketer needs to target the correct correspondent more carefully.

Both (i) and (ii) are true.

Only (i) is true.

Only (ii) is true.

Neither is true.

Answer

Correct Answer: Only (ii) is true.

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68. What is the 'range' of the following data: 1, 1, 2, 2, 2, 3, 3, 4?

2.5

Impossible to tell

Answer

Correct Answer: 3

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69. What is the name for the test that assesses whether the difference between the mean score for a sample and that of the population as a whole is 'statistically significant'?

W-test

X-test

Y-test

Z-test

Answer

Correct Answer: Z-test

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70. Which of the following is NOT an example of 'observational' market research?

The use of electronic checkout scanners to record purchase behavior

Monitoring which television channel is being watched

Analyzing people's web-browsing history

Using a focus group

Answer

Correct Answer: Using a focus group

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71.
Which of the following is/are typical 'barriers to entry'?
i)Existing contracts held by the company
ii)Redundancy costs
iii)Equipment that cannot be sold or reconfigured

None of the above

i only

ii only

iii only

Answer

Correct Answer: None of the above

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72. If 25% of the respondents reported that they would buy product A and 48% reported they would buy product B, how many respondents would buy both?

12%

23%

36.5%

Impossible to tell

Answer

Correct Answer: Impossible to tell

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73. Competing brands can be placed on a graph to illustrate their market positioning and thereby identify potential niches. What is the term for this analytical technique?

Brand analysis

Force-field analysis

Product placement

Perceptual mapping

Answer

Correct Answer: Perceptual mapping

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74. What is meant by the term 'hypothesis'?

A situation that is not real

An assertion to be tested

An option in a multiple-choice question

A sub-group of respondents

Answer

Correct Answer: An assertion to be tested

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75. What is the 'mean' of the following data: 3, 11, 5, 6, 7, 5, 6, 5?

5.5

Impossible to tell

Answer

Correct Answer: 6

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76. What is the 'median' value of the following data: 1.5, 5, 3.5, 2 at a influence on the outcome.

It prevents the analysis of pricing-related factors

It makes it impossible to tell which of a number of factors caused a particular behavior.

Answer

Correct Answer: It makes it impossible to tell which of a number of factors caused a particular behavior.

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77. What is the 'Fourt-Woodlock' model used to make predictions?

The sales breakdown of a product by different age groups

Product sales, based on the number of trial purchases converted into repeat purchases

Seasonal variation in demand for a product

Sales volumes at each stage of the product life-cycle

Answer

Correct Answer: Product sales, based on the number of trial purchases converted into repeat purchases

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78. Which of the following conclusions should be drawn from the voting phenomenon commonly known as the 'Bradley effect' (or 'Wilder effect')?

People's behavior does not necessarily follow their stated intentions.

People do not consume as much of a product as they say they will

People are, ultimately, less concerned about ethical issues than financial ones.

People will generally see through false claims.

Answer

Correct Answer: People's behavior does not necessarily follow their stated intentions.

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79. Which of the following is NOT a characteristic of 'covert observational' market research

The activity is controlled and, therefore, yields consistent results.

The subjects' approval need not be sought.

Results can be analyzed after the event.

Behavior is not affected by the researcher.

Answer

Correct Answer: The activity is controlled and, therefore, yields consistent results.

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80. Which of the following is NOT an 'experimental' form of market research?

Traffic audit

Pilot roll-out

Blind test

Extended user test

Answer

Correct Answer: Traffic audit

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81.
If the following responses were received regarding a statement in a survey, what is the percentage of those who opposed the statement?
Strongly agree: 86
Agree: 212
Neither agree Nor disagree: 127
Disagree:62
Strongly disagree:13

15%

20%

Impossible to tell

Answer

Correct Answer: 15%

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82. Which of the following would NOT be a primary reason for analyzing demographic information collected as part of a survey?

To ensure that the sample was representative

To be able to compare the responses of different types of people

To check that the researchers had not faked the data

To help identify the target audience for a product

Answer

Correct Answer: To check that the researchers had not faked the data

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83. Which of the following sources of market-research data would NOT contribute to a study on a retail company's customer conversion rate?

Monitoring the number of hits on the company web site

Counting the number of customers entering the company's stores

Sales data from checkouts

Using a mystery shopper

Answer

Correct Answer: Using a mystery shopper

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84. Which of the following is a statistical measure used to calculate how widely-spread a set of data is?

Standard deviation

Correlation

Regression analysis

Median

Answer

Correct Answer: Standard deviation

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85. Which of the following situations would be LEAST likely to encourage a company to consider re-positioning itself?

A pronounced change in the economic climate

A reduction in production costs

A sustained fall in sales

A large entrant to the market

Answer

Correct Answer: A reduction in production costs

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86. Which of the following survey questions would be most likely to yield unbiased responses?

"Isn't it a bad idea to raise taxes?"

"It's a bad idea to raise taxes, isn't it?"

"Lots of people are struggling to make ends meet. Do you think taxes should have been raised?"

"What do you think of the decision to raise taxes?"

Answer

Correct Answer: "What do you think of the decision to raise taxes?"

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87. Which of the following MUST be true for a market that is 'price elastic'?

A price cut causes total revenue to decrease.

A price increase causes total revenue to decrease.

A price cut causes the number of units sold to increase.

A price increase causes the number of units sold to increase.

Answer

Correct Answer: A price cut causes the number of units sold to increase.

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88. Because probabilistic predictions are not always accurate, market researchers may generate a representative sample of the possible future states. What is this forecasting approach known as?

Multiple forecasting

Conjoint forecasting

Ensemble forecasting

Combined forecasting

Answer

Correct Answer: Ensemble forecasting

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89.
Which of the following is/are typical problems associated with 'observational' market research?

i) It increases the potential for bias.
ii) It reveals little about motivation.
iii) It relies on the honesty of the participants.

None of the above

i only

ii only

iii only

Answer

Correct Answer: ii only

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90. Which of the following is NOT typically a qualitative method of market research?

Using an on-line research community

Using a mystery shopper

Using a focus group

A survey using the Likert scale

Answer

Correct Answer: A survey using the Likert scale

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91. Which of the following best describes the market research related term 'sugging'?

Seeking funds by pretending to be a research organization

Manipulating statistics to produce a favorable result

Exploiting market research conducted by other organizations

Using market research as a cover for generating business

Answer

Correct Answer: Using market research as a cover for generating business

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92. Companies may be forced to remain in an unprofitable market because they have, for example, invested heavily in infrastructure. What are these factors known as?

Golden handcuffs

Barriers to exit

Escape clauses

Transfer costs

Answer

Correct Answer: Barriers to exit

Note: This Question is unanswered, help us to find answer for this one

93. If a company commissioned market research to look at the potential effect of changing an attribute of a product (e.g. its colour), what specific type of market research would it be?

Causal

Observational

Secondary

Qualitative

Answer

Correct Answer: Causal

Note: This Question is unanswered, help us to find answer for this one

94. What is the 'modal' value of the following: 2, 2, 2, 3, 3, 4, 5, 5?

3.25

Impossible to tell

Answer

Correct Answer: 2

Note: This Question is unanswered, help us to find answer for this one

95. Which of the following goals is most commonly associated with the use of 'projective' techniques in market research?

To identify the target market for a product

To identify the best mediums in which to advertise a product

To identify how to increase market share

To identify the feelings associated with a bran

Answer

Correct Answer: To identify the feelings associated with a bran

Note: This Question is unanswered, help us to find answer for this one

96. 'Scenario planning' can be used to draw conclusions about the future state of a market. Which of the following best characterizes this approach?

Comparison with past examples to predict likely outcomes

Considering multiple possible situations so that the organization can respond to a range of eventualities

Concentrating on the highest-probability outcome so a detailed contingency plan is in place

Conducting computerized simulations to model future situation

Answer

Correct Answer: Considering multiple possible situations so that the organization can respond to a range of eventualities

Note: This Question is unanswered, help us to find answer for this one

97. In which of the following pieces of information would a mystery shopper NOT be fundamentally interested?

Timeliness of response

Technical specifications of a product

Staff customer-service skills

Levels of hygiene

Answer

Correct Answer: Technical specifications of a product

Note: This Question is unanswered, help us to find answer for this one

98. Which of the following best describes the purpose of 'Ad Tracking'?

To calculate the cost of a marketing campaign

Advanced engagement with consumers to confirm that an advertisement will be popular

To verify that the design process for an advertisement follows the required steps

To check the effectiveness of marketing activities

Answer

Correct Answer: To check the effectiveness of marketing activities

Note: This Question is unanswered, help us to find answer for this one

99.
Which of the following statements is/are true?
i)Small changes in the wording of a survey question can have a significant effect on respondents' answers.
ii)If the sample size for a survey is large enough, predictions about consumer behavior can, effectively, be made completely accurate.

Both (i) and (ii) are true.

Only (i) is true.

Only (ii) is true.

Neither is true.

Answer

Correct Answer: Only (i) is true.

Note: This Question is unanswered, help us to find answer for this one

100. Market research can be used to characterize a particular market. Which of the following characterizes a 'perfect' market?

High barriers to entry, many sellers

High barriers to entry, few sellers

Low barriers to entry, few sellers

Low barriers to entry, many sellers

Answer

Correct Answer: Low barriers to entry, many sellers

Note: This Question is unanswered, help us to find answer for this one

101. Which of the following is NOT a component of the 'marketing research mix'?

Purpose

Population

Product

Publication

Answer

Correct Answer: Product

Note: This Question is unanswered, help us to find answer for this one

102.
Which of the following statements is/are true?
i)A 'longitudinal' survey is one where the same set of respondents complete the same survey on two or more occasions.
ii)A 'cross-sectional' survey is one where the same set of respondents complete different surveys on two or more occasions.

Both (i) and (ii) are true.

Only (i) is true.

Only (ii) is true.

Neither is true

Answer

Correct Answer: Only (i) is true.

Note: This Question is unanswered, help us to find answer for this one

103. Which of the following best describes 'secondary' market research?

Research that is designed to corroborate previous research

Market research that relates to other companies rather than end consumers

The collation of data that was previously gathered for different pieces of research

Research based on data that relates to consumers' previous habits rather than their future intentions

Answer

Correct Answer: The collation of data that was previously gathered for different pieces of research

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104. What is the name of the forecasting method whereby a panel of independent experts answer questionnaires in two or more rounds in order to converge on the correct answer?

The Delphi method

The Athens method

The Apollo method

The Oracle method

Answer

Correct Answer: The Delphi method

Note: This Question is unanswered, help us to find answer for this one

105. Which of the following best describes 'syndicated' market research?

Research based on data generated to meet a specific client's requirements

Research based on data gathered in response to a national Government's requirements

Research that is conducted to be sold to multiple clients

Research outsourced by an organization to a dedicated market-research company

Answer

Correct Answer: Research that is conducted to be sold to multiple clients

Note: This Question is unanswered, help us to find answer for this one

106. What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is true?

Null error

Type I error

Type II error

Hypothesis error

Type III error

Answer

Correct Answer: Type I error

Note: This Question is unanswered, help us to find answer for this one

107. A for-profit organization that puts together a consortia of data sources into packages that are offered to municipal, corporate, and university libraries is called a:

Data capture organization

Data wholesaler

Data warehouse

Data miner

Data compiler

Answer

Correct Answer: Data wholesaler

Note: This Question is unanswered, help us to find answer for this one

108. Which of the following would be a specialized research technique?

A product test

A focus group

A survey

Word association

Answer

Correct Answer: Word association

Note: This Question is unanswered, help us to find answer for this one

109. Cross-tabulation is used to create a __________.

total count of interviewed subjects

contingency table

comparison of two different studies

brand effectiveness measure

Answer

Correct Answer: contingency table

Note: This Question is unanswered, help us to find answer for this one

110. Which of the following is NOT a type of product research?

Brand name evaluation

Product testing

Concept testing

Pricing analysis

Answer

Correct Answer: Pricing analysis

Note: This Question is unanswered, help us to find answer for this one

111. Open end responses are coded using a specific technique

SAS

Wincross

SPSS

Ascribe

Qualtrics

Answer

Correct Answer: Ascribe

Note: This Question is unanswered, help us to find answer for this one

112. Which of the following is an advantage of using a mixed-mode survey?

More accurate responses

More precise data

Greater potential response rate

It gives a researcher the chance to measure multiple topics

Answer

Correct Answer: Greater potential response rate

Note: This Question is unanswered, help us to find answer for this one

113. What is a benefit in using a "laddering" interview?

It helps determine the upper limit a consumer is willing to pay

It helps uncover a consumer's core values

The act of climbing up a ladder distracts the consumer from the questions

It helps the consumer get more comfortable with interviewer

Answer

Correct Answer: It helps uncover a consumer's core values

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114. Which of these is not an Online Survey Programming Tool:

SurveyMonkey

Qualtrics

Wincross

ConfirmIT

SSI

Answer

Correct Answer: Wincross

Note: This Question is unanswered, help us to find answer for this one

115. A sample space is:

The units that qualify to be sampled and are available during the sampling process to be selected

The ratio comparing sample size to population size

A set including all possible outcomes for a particular experiment

The process researchers go through to determine which, of many alternatives, they will choose to study

Answer

Correct Answer: A set including all possible outcomes for a particular experiment

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116. What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is false?

Null error

Type III error

Type I error

Type II error

Hypothesis error

Answer

Correct Answer: Type II error

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117. Using a Likert question or scale is common in:

Constructing useful survey questions

Making sure calculations are done properly

Telling you who likes something more than others

Weighing answers to questions

Answer

Correct Answer: Constructing useful survey questions

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118. A focus group is best at providing:

Conclusive data for determining actions

Drawing conclusions about consumers and users

Statistically useful data

Directional insight

Insight into trends

Answer

Correct Answer: Directional insight

Note: This Question is unanswered, help us to find answer for this one

119. Which of the following is NOT a common form of market research?

Descriptive research

Causal research

Depth research

Exploratory research

Answer

Correct Answer: Depth research

Note: This Question is unanswered, help us to find answer for this one

120. Which of the following is NOT a common market segmentation?

Bizographic

Demographic

Anthrographic

Pyschographic

Answer

Correct Answer: Anthrographic

Note: This Question is unanswered, help us to find answer for this one

121. Which of the following is a non probability sampling method?

Simple random sampling

Quota Sampling

Cluster sampling

Stratified sampling

Systematic random sampling

Answer

Correct Answer: Quota Sampling

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122. Semantic differential scale is a form of:

Interval Scale

Nominal scale

Demographic scale

Attitude rating scale

Ratio Scale

Answer

Correct Answer: Attitude rating scale

Note: This Question is unanswered, help us to find answer for this one

123. Which of the following is NOT a common type of question?

Behavioral

Validative

Attitudinal

Classification

Answer

Correct Answer: Validative

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124. If a survey question uses two bi-polar words and degrees of agreement, it is using:

A semantic differential scale

A Likert scale

A Rooney scale

A word association test

An opposing view scale

Answer

Correct Answer: A semantic differential scale

Note: This Question is unanswered, help us to find answer for this one

125. Which of these are NOT examples of paradata?

Outcome and details of respondent contact attempts

Characteristics and behaviors of interviewers

The percent of participants in a survey that are able to identify popular logos

Dates/times of data collection

Answer

Correct Answer: The percent of participants in a survey that are able to identify popular logos

Note: This Question is unanswered, help us to find answer for this one

126. A statistical probability test measuring a calculated value’s ability to occur due to chance is a(n):

Ability test

C-Test

Luck test

F-test

Answer

Correct Answer: F-test

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127. What is the Markov Model?

A process using matrices to find the probability of users in one brand category switching to a different brand the next time they buy in that category

A focus group conducted with four to six participants

A binary model of regression analysis that utilizes an S-shaped curve. For each question, responses can only be one of two options

The process of dividing a market by a measurable characteristic to be able to identify a consumer that is within the target market

Answer

Correct Answer: A process using matrices to find the probability of users in one brand category switching to a different brand the next time they buy in that category

Note: This Question is unanswered, help us to find answer for this one

128. The primary purpose behind perceptual mapping is

Product/service positioning

Assessing customer satisfaction

Scanner data for pricing

Segmentation analysis

Answer

Correct Answer: Product/service positioning

Note: This Question is unanswered, help us to find answer for this one

129. A common qualitative research method is:

Observing the subject in a related situation

Constructing and deploying a survey

Calculating the statistical norm of the research

Counting the respondents that liked a product

Answer

Correct Answer: Observing the subject in a related situation

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130. What does p=.05 indicate?

A 50% confidence level

A 95% confidence level

A 5% confidence level

A 105% confidence level

Answer

Correct Answer: A 95% confidence level

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131. What kind of market research would be most helpful in determining whether or not to sell a product via the Internet?

Product research

Promotional research

Pricing research

Distribution research

Answer

Correct Answer: Distribution research

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132. To show the information or data collected in useful form

Data Tabulation

Data Validation

Data Collection

Data Analysis

Answer

Correct Answer: Data Tabulation

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133. Which of the following settings would be best for a "depth interview"?

Over the phone

In a focus group

In the company conference room

In a consumer's home

Answer

Correct Answer: In a consumer's home

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134. A common description for Gaussian distribution is:

Frequently occurring values

A random variable

A bell curve

The average

How a survey is delivered

Answer

Correct Answer: A bell curve

Note: This Question is unanswered, help us to find answer for this one

135. _ data deals with relationships, while _ data does not.

scientific; logical

univariate; bivariate

bivariate; univariate

valid; invalid

Answer

Correct Answer: bivariate; univariate

Note: This Question is unanswered, help us to find answer for this one

136. In which situation would you use post-coding?

When analyzing a list of open-ended questions

When analyzing excel data

When testing sample size effectiveness

When analyzing quantitative data

Answer

Correct Answer: When analyzing a list of open-ended questions

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137. Which of the following is NOT a sales forecasting method?

Binomial Regression

Leading Indicators

Time Series Analysis

Time Lag Analysis

Answer

Correct Answer: Binomial Regression

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138. True or false? A double-barrelled question is good because it gets information on multiple topics.

True

False

Answer

Correct Answer: False

Note: This Question is unanswered, help us to find answer for this one

139. A focus group is an example of what specific kind of research?

Secondary Research

First-hand Research

Primary Research

Opinion Research

Tertiary Research

Answer

Correct Answer: Primary Research

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140. Ranking items in order of preference is called _______________ method.

the monandic ranking

the rank-order

the paired

the index ranking

the ordinal research

Answer

Correct Answer: the rank-order

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141. What does ANOVA stand for?

Analysis of Variables

Attitude of Variance

Attitude of Validity

Analysis of Variance

Analysis of Validity

Answer

Correct Answer: Analysis of Variance

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142. Which of the following is not a form of primary data?

Attitudes

Theories

Demographic characteristics

Awareness

Motivations

Answer

Correct Answer: Theories

Note: This Question is unanswered, help us to find answer for this one

143. Which of the following do you NOT use to calculate the necessary sample size?

Margin of error

The Pareto Effect

Population of size

Answer

Correct Answer: The Pareto Effect

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144. Online, mall intercept and phone are examples of:

Places to hold focus groups

Best places to observe people

Survey delivery methods

Places where possible samples may exist

Answer

Correct Answer: Survey delivery methods

Note: This Question is unanswered, help us to find answer for this one

145. Which is not a type of secondary data?

Commercial data

Invoices

Government census

Interview

Published data

Answer

Correct Answer: Interview

Note: This Question is unanswered, help us to find answer for this one

146. SPSS is an example of a:

Type of guide that moderators create

Measurement method for behavioral analysis

Popular statistical analysis software product

Scale used in online surveys

Answer

Correct Answer: Popular statistical analysis software product

Note: This Question is unanswered, help us to find answer for this one

147. What is CAGR?

common accommodation growth rate

compound annual growth rate

common assessment growth rate

Answer

Correct Answer: compound annual growth rate

Note: This Question is unanswered, help us to find answer for this one

148. The first step in any market research effort is to:

Develop a questionnaire

Get a budget in place

Determine what type of research method to use

Define the problem and objectives

Choose the team and its size

Answer

Correct Answer: Define the problem and objectives

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149. If 70% of the Population is watching TV at a given time, what would be the rating of a program achieving 10% Share of audience ?

10%

14%

70%

Answer

Correct Answer: 7%

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150. When you choose a few cities to trial a product, this is called:

A soft launch

Limited sales testing

A commercialization strategy

Alpha testing

A test market

Answer

Correct Answer: A test market

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151. "How did you like the food and overall experience?" Why is this a poor questionnaire question?

It is double-barreled

It is misleading

It is invalid

It is confusing

Answer

Correct Answer: It is double-barreled

Note: This Question is unanswered, help us to find answer for this one

152. Standard deviation means:

how much variation there is from the average or mean

what the average is expected to be based on past surveys

a term used to describe someone who answers incorrectly

a survey question style

data that's been collected previously and considered known

Answer

Correct Answer: how much variation there is from the average or mean

Note: This Question is unanswered, help us to find answer for this one

153. Google Trends is a resource that lets you research the popularity of keywords related to your business idea. This resource is available for:

Free

A monthly fee for businesses, with reduced rates for nonprofits.

A yearly fee for businesses, but a free 30-day trial.

Answer

Correct Answer: Free

Note: This Question is unanswered, help us to find answer for this one

154. What does "SWOT" (as in SWOT Analysis) stand for?

Systematic Work Objective Theme

Sales Within Operational Timeline

Strengths Weaknesses Opportunities Threats

Sales - Work - Over - Time

Answer

Correct Answer: Strengths Weaknesses Opportunities Threats

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155. True or false? Observation is an accepted form of market research.

True

False

Answer

Correct Answer: True

Note: This Question is unanswered, help us to find answer for this one

156. Market research is an organized effort to gather information about what?

Products or Services

Markets or Customers

Advertising or Branding

Individuals or Organizations

Answer

Correct Answer: Markets or Customers

Note: This Question is unanswered, help us to find answer for this one

157. Which one is a type of measurement scale?

All of these

Nominal

Interval

Ordinal

Ratio

Answer

Correct Answer: All of these

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158. Market research is of no use to non-profit organizations.

False

True

Answer

Correct Answer: False

Note: This Question is unanswered, help us to find answer for this one

159. The two categories of research are:

Interviews and surveys

Buzz marketing and Word of mouth

Primary and secondary

Surveys and Survey Monkey

Answer

Correct Answer: Primary and secondary

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160. How are psychographic segments grouped?

All of these

By attitudes

By values

By interests

Answer

Correct Answer: All of these

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161. When 8-12 people are specifically selected and brought together to discuss a a topic, it is called:

A focus group

Behavioral data

An intelligence farm

A consumer panel

An experimental design

Answer

Correct Answer: A focus group

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162. The chart that shows a circle with colored wedges representing percentages is called:

A sphere of percentage chart

A wedge percent chart

A pie chart

A color scale chart

An Excel spreadsheet

Answer

Correct Answer: A pie chart

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163. When we say a sample size needs to have sufficient statistical power, what do we mean?

Only return large numbers, typically in the millions

That it is an iterative statistical process

It needs to be big enough to be statistically valid for high confidence

That the market research firm is well-known

Answer

Correct Answer: It needs to be big enough to be statistically valid for high confidence

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164. Which of these are NOT included in the "marketing mix"?

Price

Product

Promotion

Perception

Answer

Correct Answer: Perception

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165. True or False? "Treatment" is the changes that are being made to the independent variable in a research study.

False

True

Answer

Correct Answer: True

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166. The marketing research process starts with

Initial search of secondary data

Defining research objectives

Collecting data

Designing primary data collection samples

Answer

Correct Answer: Defining research objectives

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167. ______ is considered a syndicated service research firm.

Yahoo

Google

Nielsen

Facebook

Smarterer

Answer

Correct Answer: Nielsen

Note: This Question is unanswered, help us to find answer for this one

168. The American FactFinder primarily provides what kind of information?

Access to Broadband

Demographic Data

Internet Usage Data

None of these

Business Spending Tables

Answer

Correct Answer: Demographic Data

Note: This Question is unanswered, help us to find answer for this one

169. Which is a classification of market research?

Short research

Horizontal research

Preliminary research

Exploratory research

Vertical research

Answer

Correct Answer: Exploratory research

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170. The type of market research firm that gathers consumer and trade information is:

A business library

A consumer branding company

A syndicated service research firm

A not-for-profit research company

A demographic analysis

Answer

Correct Answer: A syndicated service research firm

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171. What is exploratory research?

Research conducted for a problem that is not yet fully defined

Research to evaluate brand effectiveness

None of these

A method of research that focuses on long, free-form interviews

Answer

Correct Answer: Research conducted for a problem that is not yet fully defined

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172. When you use data collected by someone else that already existed, it is called:

CRM data

Tertiary data

Primary research

Secondary data

Ordinal research

Answer

Correct Answer: Secondary data

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Market Research MCQs | Topic-wise

MCQ on Basic Market Research

General Market Research MCQs

Market Research Subjects

More Resources

Market Research MCQ

Market Research Skill Assessment

Market Research PDF

Related MCQs

Marketing Analytics Fundamentals MCQs

Marketing Knowledge MCQs

Marketing Methods and Techniques MCQs

Modern Marketing MCQs

Online Marketing MCQs

Basic Market Research MCQ

1. _____ is used to understand the impact of independent variables on a particular dependent variable.

2. The logical interpretation of facts in a report is called a(n) __________.

3. To deliver real value to marketers, marketing information must _________.

4. Preparing the research report is the __________ step in the market research process.

5. To develop needed information, marketing information systems utilize _________.

6. Observation is best suited for ________ research.

7. Competitive marketing intelligence is primarily responsible for _____________.

8. _____ is the value of a variable that is estimated from a sample.

9. Two special methods vital to marketing researchers are __________ and __________.

10. The _____ of marketing research is to address ""what if"" questions.

11. A ________ is a logical interpretation of the facts and other information in a report.

12. Ideally, market research should be ________.

13. The most familiar search tools are ____________.

14. Information collected from online databases on the internet is an example of ________ data.

15. Demographic variables are so frequently used in market segmentation because they ________.

16. _______ segmentation focuses on why people buy what they buy.

17. Erp systems provide _____ and _____ benefits.

18. A growth strategy that attracts users of competitive brands is called a ________ strategy.

19. A _____ strategy concentrates on finding new markets for existing products.

20. Wholesalers most likely discourage less-profitable customers by ________.

21. While creating research questionnaires, researchers must particularly avoid the use of ________.

22. When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

23. Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

24. A marketing information system begins with the step of ________.

25. Collecting the data is the step of the market research process that involves __________.

26. The process of selecting sample members so that groups can be compared is known as _____ sampling.

27. A marketing research project often begins with a review of the relevant __________ data.

28. ________ is the final step in the marketing research process.

29. ________ is best suited for descriptive research.

30. An advantage of collecting data via an online questionnaire is __________.

31. What does it mean to say that a test is "significant at the 2% level"?

32. Which of the following statements is/are true? i) Market research must be objective.ii) Market research comprises analysis and predictions of consumer behavior.

33. What does a correlation of '-1' between two variables indicate?

34. orecasting is made difficult by the fact that tiny initial variations can have significant long-term effects. What is this phenomenon known as?

35. Forecasting is made difficult by the fact that tiny initial variations can have significant long-term effects. What is this phenomenon known as?

36. Which of the following best defines the term 'Market Segmentation'?

37. Which of the following models the process by which new products are taken up amongst a population of potential customers?

38. Which of the following best characterizes face-to-face surveys relative to other types of surveys?

39. Which of the following is true of a market with a 'zero-profit condition'?

40. Which of the following terms concerns applying statistical methods to the deduction of economic principles?

41. Which of the following is an example of a 'closed' question?

42. Which of the following is NOT a problem associated with postal surveys?

43. Which of the following does NOT feature in Porter's 'five forces analysis'?

44. Before which of the following decisions would it be LEAST sensible for a company to undertake market analysis?

45. Before which of the following decisions would it be LEAST sensible for a company to undertake market analysis?

46. What does the 'Dirichlet model' seek to describe?

47. To what end is 'conjoint analysis' used?

48. Which TWO of the following are issues associated with 'benchmarking'?i)It leads to increased production costs.ii)It can be difficult to obtain the necessary data.iii)Comparison with market leaders is not a helpful process.iv)Organizations are not necessarily directly comparable.

49. What is the name given to the effect whereby people carry out an activity differently if the management is taking an interest in or monitoring them?

50. Which of the following best describes the technique of 'A/B testing' (or 'split testing')?

51. Which of the following statements is/are true? i)Data can be extrapolated to predict future behavior. ii)A moving average can be used to reduce the impact of anomalies in data.

52. Which of the following types of companies would be LEAST interested in 'coolhunting' as a form of market research?

53. What type of measure would be gained by asking consumers to choose which company from a list was the sponsor of an advertisement?

54. What is the 'interquartile range' of the following data: 10, 6, 12, 8, 2, 6, 4?

55. Which of the following are reasons for a company undertaking 'price elasticity analysis'?i)Determining the types of people who buy a productii)Identifying 'price points' in the market for a productiii)Investigating the effects of price changes on sales

56. Which of the following statements is/are true?i)The data on which secondary market research is based is unlikely to be tailored precisely to the requirements of the task.ii)Secondary market research tends to be more expensive than primary research.

57. For what purpose is the 'Schmidt-Hunter' technique of meta-analysis used?

58. What sub-set of a set of data is covered by the 'box' element of a box-and-whisker diagram (or 'box plot')?

59. Which of the following statements is/are true of 'choice modeling'?i)It permits the respondents to behave strategically.ii)It compels the respondents to consider compromises between mutually-incompatible features.

60. What is meant by the expression 'Type II error'?

61. It is important that surveys actually measure what they are intended to. Which of the following terms describes this consideration?

62. Which of the following types of sampling involves selecting a set number (which need not be the same) of a distinct sub-group (or 'stratum')?

63. To what end do market researchers use 'choice modeling'?

65. Which of the following best describes the phenomenon of 'optimism bias'?

66. Which of the following is NOT a function performed by the 'management information' system?

67. Which of the following statements relating to business-to-business research is/are true? i)Personal relationships between the marketer and the respondent are less important.ii)The marketer needs to target the correct correspondent more carefully.

68. What is the 'range' of the following data: 1, 1, 2, 2, 2, 3, 3, 4?

69. What is the name for the test that assesses whether the difference between the mean score for a sample and that of the population as a whole is 'statistically significant'?

70. Which of the following is NOT an example of 'observational' market research?

71. Which of the following is/are typical 'barriers to entry'?i)Existing contracts held by the companyii)Redundancy costsiii)Equipment that cannot be sold or reconfigured

72. If 25% of the respondents reported that they would buy product A and 48% reported they would buy product B, how many respondents would buy both?

73. Competing brands can be placed on a graph to illustrate their market positioning and thereby identify potential niches. What is the term for this analytical technique?

74. What is meant by the term 'hypothesis'?

75. What is the 'mean' of the following data: 3, 11, 5, 6, 7, 5, 6, 5?

76. What is the 'median' value of the following data: 1.5, 5, 3.5, 2 at a influence on the outcome.

77. What is the 'Fourt-Woodlock' model used to make predictions?

78. Which of the following conclusions should be drawn from the voting phenomenon commonly known as the 'Bradley effect' (or 'Wilder effect')?

79. Which of the following is NOT a characteristic of 'covert observational' market research

80. Which of the following is NOT an 'experimental' form of market research?

9. Two special methods vital to marketing researchers are and .

17. Erp systems provide _ and _ benefits.

32.
Which of the following statements is/are true?

i) Market research must be objective.
ii) Market research comprises analysis and predictions of consumer behavior.

48.
Which TWO of the following are issues associated with 'benchmarking'?

i)It leads to increased production costs.
ii)It can be difficult to obtain the necessary data.
iii)Comparison with market leaders is not a helpful process.
iv)Organizations are not necessarily directly comparable.

55.
Which of the following are reasons for a company undertaking 'price elasticity analysis'?
i)Determining the types of people who buy a product
ii)Identifying 'price points' in the market for a product
iii)Investigating the effects of price changes on sales

56.
Which of the following statements is/are true?
i)The data on which secondary market research is based is unlikely to be tailored precisely to the requirements of the task.
ii)Secondary market research tends to be more expensive than primary research.

59.
Which of the following statements is/are true of 'choice modeling'?
i)It permits the respondents to behave strategically.
ii)It compels the respondents to consider compromises between mutually-incompatible features.

67.
Which of the following statements relating to business-to-business research is/are true?
i)Personal relationships between the marketer and the respondent are less important.
ii)The marketer needs to target the correct correspondent more carefully.

71.
Which of the following is/are typical 'barriers to entry'?
i)Existing contracts held by the company
ii)Redundancy costs
iii)Equipment that cannot be sold or reconfigured

81.
If the following responses were received regarding a statement in a survey, what is the percentage of those who opposed the statement?
Strongly agree: 86
Agree: 212
Neither agree Nor disagree: 127
Disagree:62
Strongly disagree:13

89.
Which of the following is/are typical problems associated with 'observational' market research?

i) It increases the potential for bias.
ii) It reveals little about motivation.
iii) It relies on the honesty of the participants.

99.
Which of the following statements is/are true?
i)Small changes in the wording of a survey question can have a significant effect on respondents' answers.
ii)If the sample size for a survey is large enough, predictions about consumer behavior can, effectively, be made completely accurate.

102.
Which of the following statements is/are true?
i)A 'longitudinal' survey is one where the same set of respondents complete the same survey on two or more occasions.
ii)A 'cross-sectional' survey is one where the same set of respondents complete different surveys on two or more occasions.

135. _ data deals with relationships, while _ data does not.