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Marketing Research Ch1-6 Review Flashcards | StudBud
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Marketing Research Ch1-6 Review
Marketing Research Ch1-6 Review
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Answers
1
What is an ethical issue in marketing research?
Providing incentives for responses
Using primary data
Conducting focus groups
Using black-box methodologies
2
Which research design is best suited for identifying consumer attitudes?
Descriptive research
Exploratory research
Experimental research
Causal research
3
What is a key benefit of conducting a literature review?
To collect company-specific data
To replace primary research
To ensure all data is primary
To identify gaps in existing knowledge
4
What is a key feature of stratified sampling?
Random selection within groups
Convenience-based selection
Focus on referrals
Non-random participant selection
5
Which survey method is most cost-effective?
Mail surveys
Online surveys
In-home interviews
Telephone surveys
6
Which factor is most important when selecting a sampling method?
Research objectives
Survey length
Respondent availability
Budget constraints
7
Which of the following is a disadvantage of qualitative research?
Strict structure
Requires large samples
Limited depth of insights
Limited generalizability
8
What is the purpose of a research proposal?
To advertise a business
To outline the research plan and methodology
To analyze data trends
To summarize findings
9
The Iceberg Principle in research suggests that:
A significant portion of business problems are hidden
Only quantitative research is effective
Most business problems are visible and easy to address
Marketing research is unnecessary
10
Which method involves observing consumers in a natural setting?
Focus groups
Survey research
Experimental research
Ethnographic research
11
Which sampling method ensures every unit has an equal chance of selection?
Quota sampling
Simple random sampling
Judgment sampling
Convenience sampling
12
Which of the following is NOT a type of secondary data source?
Observations
Expert interviews
Government reports
Company internal records
13
Which non-probability sampling method relies on referrals?
Systematic sampling
Snowball sampling
Stratified sampling
Cluster sampling
14
Which term refers to a testable statement in research?
Theory
Hypothesis
Variable
Construct
15
A focus group is an example of:
Causal research
Qualitative research
Experimental research
Quantitative research
16
What is the primary role of marketing research?
To eliminate business risks
To collect and analyze information for decision-making
To replace managerial judgment
To ensure product sales
17
What is a key limitation of survey research?
High cost
Difficult to administer
Potential response bias
Low generalizability
18
What is the main advantage of online surveys?
Limited reach
Low response rates
High flexibility and low cost
Strict response control
19
Which is a major environmental factor influencing marketing research?
Decreased use of customer data
Limited research budgets
Decline in global business
Advancements in technology
20
Which of the following research designs tests cause-and-effect relationships?
Descriptive research
Exploratory research
Observational research
Causal research
21
Which of the following is NOT a task in marketing research?
Implementing marketing campaigns
Analyzing and interpreting results
Designing data collection methods
Managing data collection
22
What is perceptual mapping used for?
Analyzing competitors’ financials
Visualizing product positioning
Tracking sales performance
Understanding customer demographics
23
Which type of research describes characteristics of market situations?
Descriptive research
Causal research
Exploratory research
Experimental research
24
Which research method combines qualitative and quantitative approaches?
Causal research
Mixed-method research
Observational research
Descriptive research
25
Which of the following is an example of secondary data?
A survey conducted for a new product
A company’s customer database
A newly collected interview
Focus group discussions
26
What is the main goal of sampling in research?
To make inferences about a larger population
To avoid data analysis
To collect data from every possible respondent
To reduce research costs
27
Which research method aims to explore ideas and gain insights?
Causal research
Exploratory research
Experimental research
Descriptive research
28
What is a key advantage of causal research?
Identifies cause-and-effect relationships
Explores new ideas
Collects large samples
Describes current market trends
