Marketing Research

INTRODUCTION TO MARKETING RESEARCH 1. Internal records are an important source of information. Which of the following ar...

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INTRODUCTION TO MARKETING RESEARCH 1. Internal records are an important source of information. Which of the following are not deemed as internal records? A. Manufacturing records. B. Customer service records. C. Marketing and sales records. D. Competitor information. 2. Dunn and Bradstreet is the world's largest research organisation that specialises in information management and marketing intelligence. Which is one of its largest subsidiaries that are focused upon the retail industry? A. Key Account Scantrack. B. Info Act Workstation. C. Homescan. D. Nielsen. 3. There are various types of research designed to obtain different types of information. What type of research is used to define problems and suggest hypotheses? A. Descriptive research. B. Secondary research. C. Primary research. D. Causal research. 4. Which of the following is not a defined use of marketing research? A. To generate, refine and evaluate marketing actions. B. To identify and define marketing opportunities and problems. C. To improve understanding of the marketing process. D. To justify previous marketing decisions. 5. Which of the following is not a sales forecasting method? A. Time series analysis. B. Binomial regression. C. Leading indicators. D. Time lag analysis. 6. What type of research would be appropriate in the following situation? Nestlé wants to investigate the impact of children on their parents' decisions to buy breakfast foods. A. Quantitative research. B. Secondary research. C. Focus groups. D. Qualitative research. 7. What type of research would be appropriate in the following situation? A college or university bookshop wants to get some insights into how students feel about the shop's merchandise, prices and service. A. Secondary data. B. Qualitative research. C. Quantitative research. D. Focus groups. 8. What type of research would be appropriate in the following situation? L'Oreal wants to determine whether a new line of deodorants for teenagers will be profitable. A. Focus groups. B. Quantitative research.

C. Qualitative research. D. Mixed methodology. 9. Why is market research an essential tool for the marketing manager? A. Monitor progress and diagnose the root causes of marketing problems.. B. Monitor changing needs and attitudes, etc. C. Understand segments' needs and wants. D. All of the above. 10. The Internet is a powerful mechanism for conducting research. However it does have its drawbacks. Which of the following signify these drawbacks? A. Eye contact and body language, (two useful research indicators) are excluded from the analysis. B. The possible inclusion of individuals not being targeted, that could skew the results. C. Lack of information about the population responding to the questionnaire. D. All of the above.

Answer of Multiple Choice Questions

1.(D) 7.(D)

2.(D) 8(D)

3.(A) 9(D)

4.(D) 10(D)

5.(B)

6.(A)

MARKETING INTELLIGENCE SYSTEM 1. One of the reasons marketers need better intelligence today is due to A. The consumers B. The manufacturers C. The employees D. None of the above 2. To make decisions without acquiring marketing intelligence information on the consumer is to create A. A gap between perceived service and actual service B. A gap between the service delivered and the service promised C. A gap between services expected by the consumer and management's perceptions of customer expectations D. All of the above 3. "Marketing intelligence" is gleaned in myriad ways and typically includes the following A. Assessment of new market opportunities B. Creations of customer profiles C. Pricing and communication strategies D. All of the above 4. Large restaurant chains are prone to subscribe to data services that A. Track consumer trends B. Provide them with data to run their business C. Tell the restaurant where to spend their money D. None of the above 5. A good information system should encompass which of the following? A. The information provided should leave the customers wanting more. B. The information must flow slowly and roughly within the organization and be routed only to those whom it is pertinent. C. The system must be flexible and capable of being changed as critical factors change. D. All of the above. 6. Tangible features include

A. B. C. D.

Size and configuration of public space Friendliness of staff Cleanliness All of the above

7. The determination of whether a particular property attribute constitutes a competitive advantage depends on A. Its importance to your customers and the features offered by the properties that comprise your competitive set B. Any relevant combination of attributes that would help sharpen the focus of future product development C. The marketing communication strategy D. All of the above 8. Three criteria should be used to determine whether a specific property is directly competitive with the subject property. These three include A. Physiological environment, price, and sociocultural behaviors B. Price, substitutability, and geographic proximity C. Economic environment, price, and geographic proximity D. Geographic proximity, price, and sociocultural behaviors 9. ____________ is a subjective assessment of whether prospective guests view the other properties as acceptable alternatives when the subject property is not available. A. Substitutability B. Intangibility C. Price D. None of the above

Answer of Multiple Choice Questions

1.(A) 7.(A) .

2.(C) 8(B)

3.(D) 9(A)

4.(A)

5.(C)

6.(A)

RESEARCH PROCESS 1. ‘Gatekeeper access’ refers to: A. Continuing access. B. Gaining entrance to the site where you plan research. C. Obtaining an entrance permit. D. Gaining acceptance and for your research from a prominent individual who has access to key respondents. 2. The Data Protection Act has eight principles to make sure that personal information is handled properly. Which of these is not one of the eight? A. Data must be adequate. B. Data must be processed for limited purposes. C. Data must be fairly processed. D. Data must be kept for five years. 3. Getting access the organisation as an ‘insider’ refers to: A. Using your status as an organisational member as a means of gaining access; B. Acting as a ‘spy’ in the organisation; C. Using information given to you in confidence as research data. D. Posing as a ‘friend’ of key respondents; 4. Here is an extract from a letter requesting participation in a research study.

"We are a group of second year undergraduate students at the University of Northminster conducting research into communication between staff and students within the Business School. We are seeking your support in our research." What is wrong? A. It does not state who wants access. B. It does not explain what will happen to information collected. C. It is badly written. D. It does not explain why you want to gain access. 5. An employee has been asked to act as a researcher and talk to customers about a new product which is being tested and may be launched next year. At one office one respondent introduces the researcher to a representative from a trade magazine. In casual conversation our employee mentions the new product. Is this: A. bad practice. B. not a problem. C. good practice. D. a good idea to get early press coverage. 6. A student is investigating supermarket use of shelf space. This means talking to different store managers. Our student tells each of his respondents the details of what two of the other managers have said. This is: A. not a problem. B. a good idea to secure cooperation and interest. C. good practice. D. bad practice. 7. Telephone contact will be improved if: A. you enclose a SAE. B. you give a link to a web page with more explanation of the project. C. you link to your privacy policy. D. you offer to call back. 8. Email contact will be improved if: A. you use coloured paper. B. you enclose a SAE. C. you offer to call back. D. you give a link to a web page with more explanation of the project.

Answer of Multiple Choice Questions

1.(D) 7.(D) .

2.(D) 8(D)

3.(D)

4.(D)

5.(A)

6.(D)

RESEARCH DESIGNS 1. Read the following definition by Gill and Johnson (1997): "A formulation regarding the cause and effect relationships between two or more variables, which may or may not have been tested." Which one of these does it define? A. Theory. B. Sampling. C. Observation. D. Secondary data.

2. Which one of the following is a data collection method? A. The case study. B. The interview. C. Positivism. D. The onion. 3. Which one of these is NOT normally associated with quantitative data? A. Analysis guided by standardised rules. B. Researchers views of high importance. C. Analysis begins as data are collected. D. Numbers. 4. Which one of these is NOT normally associated with qualititative data? A. Pie charts. B. Narrative. C. Images. D. Words. 5. A study is based on 30 people (across three focus groups). What type of study is this? A. Quantitative study. B. Qualitative study. C. Structured study. D. Questionnaire study. 6. A study is based on 1000 people interviewed face to face in shopping centres. What type of study is this? A. Qualitative study. B. Questionnaire study. C. Ethnographic study. D. Self-completion study. 7. In which of these studies is validity in question? A. Quantitative. B. Qualitative. C. Positivist. D. All of these 8. Which research strategy is described here? The introduction of planned change on one or more of the variables; measurement on a small number of variables and control of other variables. A. Case study. B. Ethnography. C. Experiment. D. Survey.

Answer of Multiple Choice Questions

1.(A) 7.(A) .

2.(B) 8(C)

3.(B)

4.(A)

5.(B)

6.(B)

SCALING TECHNIQUES 1. SMEs' choice for international market selection is often limited to:

A. B. C. D.

identical market segments economic criteria immediate neighbors North America

2. Which of the following are positive reasons for internationalization? A. economies of scale B. international competitiveness C. market diversification D. all the above 3. It is generally believed that SMEs and firms which are early in their early stages of internationalization are more likely to use ________ procedures. A. 'rules of thumb' B. psychic distance C. cultural distance D. A or B 4. If you were a marketer for an organization selling software products and you were assigned the task to evaluate a few international markets in view of entering them, a crucial factor that you would take into account would be: A. the political factor B. the climate C. the technological factor D. the cultural factor 5. Which of the following represent the main determinants of a firm's choice for international markets? A. the environment B. the firm's characteristics C. both A and B D. neither A nor B

Answer of Multiple Choice Questions

1.(C) .

2.(D)

3.(D)

4.(C)

5.(C)

SAMPLING DESIGN 1. The target population is another way of describing A. The population from which the results are required B. The main sample C. The survey population D. All of the above 2. Defining the population of interest for a research project depends on A. The location of the population B. The nature of the population C. The objectives of the research D. The size of the population 3 .Which of the following conditions are necessary if a truly representative sample is to be achieved using random selection? A. A population that is well mixed

B. A sampling frame that is complete, accurate and up-to-date C. A non-response rate of zero and a sample size of at least 100 D. All of the above 4 .Choice of sample size depends on A. The number of interviewers available to achieve the sample size B. The objectives of the research C. The size of the population D. All of the above 5 .Which of the following best describes the aim in selecting a sample in a quantitative research project? A. To ensure that the research has external validity B. To ensure that it is possible to make generalizations about the population based on the sample findings C. To ensure that the sample is representative of the population from which it is drawn D. All of the above 6 .Which of the following is a random sampling technique? A. Cluster sampling B. Random route sampling C. Theoretical sampling D. Quota sampling 7. A sample frame is A. The structure of the sample B. A list of the population elements from which the sample is drawn C. A design for a sample D. A list of sampling sources 8. Which of the following is not a sampling technique? A. Piggy backing B. Snowball sampling C. Lurk and grab D. None of them -- they are all techniques used in sampling for qualitative studies 9. A non-probability technique may be just as effective as a probability sampling technique in achieving a representative sample A. a), If there is little variability within the population of interest B. b), Answers a and c C. c), When non-sampling error is likely to be greater than sampling error D. d), A non-probability sampling technique can never deliver a representative sample 10. Which of the following best describes why quota sampling is widely used in market research? A. Achieving a representative sample is not usually important B. It is easier to use quotas to allocate fieldwork to interviewers C. It allows the interviewer to choose who should be interviewed D. The client and/or the research supplier have extensive knowledge of the relevant characteristics of the population of interest on which to base quotas

Answer of Multiple Choice Questions

1.(A) 7.(B)

2.(C) 8(D)

3.(D) 9(B)

4.(B) 5.(D) 10 (D)

6.(A)

DATA ANALYSIS 1. What is Manhattan distance? A. The distance between two points in a raster data layer calculated as the number of cells crossed by a straight line between them B. The distance between two points in a raster data layer calculated as the sum of the cell sides intersected by a straight line between them C. The distance between two points in a vector data layer calculated as the length of the line between them D. All of these 2. What is reclassification? A. An analytical technique based on point data B. The process of combing two or more data layers C. The process of simplifying data in a data layer D. The process of combining one or more data ranges into a new data range to create a new data layer 3. Which of the following could you use a buffer operation for? A. Calculating the number of observations within a set distance of a point, line or area feature B. Determining the area within a set distance from a point, line or area feature C. Calculating the area of overlap between two polygon data layers D. Calculating the distance from one point to another 4. Which of the following overlay methods would you use to calculate the length of road within a forest polygon? A. Erase B. Point-in-polygon C. Union D. Line-in-polygon 5. What is point-in-polygon overlay? A. An overlay method used to determine the distance between a point and its nearest neighbouring polygon B. An overlay method used to reclassify polygon data C. An overlay method used to determine which points lie within the boundary of a polygon D. A method interpolating point data 6. Assuming a pair of binary raster data layers, which of the following could be used as the equivalent of a Boolean AND overlay in cartographic modelling? A. Layer 1 * layer 2 B. Layer 1 – layer 2 C. Layer 1 + layer 2 D. Layer 1 / layer 2 7. Which of the following are considered to be the main problems facing overlay operations in GIS? A. Visual complexity B. Selecting threshold criteria C. Processing overheads D. The Modifiable Areal Unit Problem (MAUP) 8. What is spatial interpolation? A. The process of establishing a statistical relationship between two spatially correlated variables B. The process of modelling spatial pattern from a set of one or more data layers C. The process of establishing values for areas outside the boundary of an existing set of data points D. The process of establishing values for areas between an existing set of discrete observations Answer of Multiple Choice Questions

1.(B)

2.(D)

3.(B)

4.(D)

5.(C)

6.(A)

7.(A) .

8(D)

REPORT WRITING 1. Good research reports will always: A. focus on addressing the research objectives. B. focus on the Harvard style. C. provide results that may be irrelevant. D. provide respondent names and addresses. 2. The report writer should always remember that people have expectations about what information they will find and where it will be. It is unusual for final reports to have a section with: A. research costs. B. recommendation. C. method. D. appendices. 3. Which report section is intended to describe the purpose with a full statement of the research question? A. Results. B. Objectives. C. Method. D. Appendices. 4. Which of these would NOT help your confidence in the context of a presentation? A. Looking good. B. Comfort with the situation. C. Presentation software. D. Good preparation. 5. The method section for ___________ includes detailed information on the sampling frame; sample size; variables selected for measurement; questionnaire, sampling procedure; response rates. A. a quantitative study B. a desk research study C. a qualitative study D. all of the above 6. The results section is where you present the findings in a readable format. In a qualitative report it is likely that you will always use: A. words. B. graphs. C. tables. D. pie charts.

Answer of Multiple Choice Questions

1.(A)

2.(A)

3 (B)

4.(C)

5.(A)

6.(A)

. HYPOTHESIS TEST 1. A one-tailed hypothesis is also known as a directional hypothesis. Which of the below is an example of a directional hypothesis?

A. In children of six to ten years, it is hypothesized that their vocabulary will not be related to the amount of hours spent playing per week with peers. B. In children of six to ten years, it is hypothesised that there will be a significant difference in vocabulary between those spending less than ten hours a week playing, and those spending in excess of ten hours a week playing. C. In children between the ages of six and ten years, it is hypothesised that as the amount of hours spent playing with peers increases, so their vocabulary will increase. D. In children between the ages of six and ten years, it is hypothesised that the amount of hours spent playing with peers per week will be related to their vocabulary. 2. Complete the following sentence. The null hypothesis is: A. the assumption there is no relationship or difference between the variables you are testing. B. the assumption that a significant result is unlikely. C. the pattern between the variables you are testing. D. the assumption that there is a relationship or difference between the variables you are testing. 3. How can p<.05 be interpreted? A. There is a less than 1 in 20 probability of the result occurring by chance alone if the null hypothesis were true. B. There is a 5% chance of you making a type one error. C. The probability of obtaining the data if the null hypothesis were true is less than 5%. D. All of the above. 4. Hypothesis: Higher levels of depression are related to higher levels of anxiety. Considering this research hypothesis, what would the null hypothesis be? A. There is no relationship between depression and anxiety. Any observed relationship is the result of chance. B. Individuals with lower levels of depression will have higher levels of anxiety. Any result otherwise observed is the product of chance. C. There will not be a significant difference between those individuals who score high on depression, in comparison to those individuals who score high on anxiety. Any observed difference is the result of chance alone. D. Individuals with higher levels of depression will have lower levels of anxiety. Any relationships otherwise observed are the result of chance alone. 5. Hypothesis: Individuals who listen to music whilst revising will achieve significantly higher exam grades than will individuals who do their revision in silence. Thinking about this research hypothesis, which of the below would be an appropriate null hypothesis? A. Individuals who listen to music whilst revising for their exam will achieve significantly lower exam grades than will individuals who revise in silence. B. There will be no relationship between examination grade and the amount of music or silence experienced during revision. Any observed relationship is the product of chance alone. C. There will be no difference in exam grade between those individuals who revise whilst listening to music and those individuals who revise in silence. Any observed differences are due to chance alone. D. The more music an individual listens to when they are revising, the higher their exam grade will be. In addition, the more silence an individual experiences whilst revising, the lower their exam grade will be. 6. If you decided to make the critical p-value for significance 0.001 as opposed to the conventional level of 0.05, what would the consequences be? A. You would be less likely to make a type one error. B. You would be more likely to make a type two error. C. There would be fewer instances when the null could be rejected. D. All of the above. 7. Loftus (1991; 1996) criticised hypothesis testing. What was his criticism?

A. Loftus' criticism was that reporting descriptive statistics and confidence intervals is misleading when testing the null hypothesis. B. Loftus' criticism was that the null hypothesis always states that there is a relationship. The actual chance of a relationship at all being found is very unusual even in biological sciences. To base probability judgments on this hypothesis is misleading. C. Loftus' criticism was that it is difficult for researchers to test the null hypothesis when they cannot access exact p values consistently. The results reported are therefore misleading. D. Loftus' criticism was that the null hypothesis always states that there is no relationship. The actual chance of ‘no’ relationship at all being found is very unusual even in biological sciences. To base probability judgments on this hypothesis is misleading.

Answer of Multiple Choice Questions

1.(C) 7.(D) .

2.(A)

3.(D)

4.(A)

5.(C)

6.(D)

SOURCES AND COLLECTION OF SECONDARY DATA 1. Which ONE of these is an example of processed data? A. Number of visitors to a store. B. CCTV recordings of shopper visits. C. Tables from surveys. D. Customer comments. 2. Which ONE of these is an example of raw data? A. An annual company report. B. A report on a specific industrial sector. C. A report on qualitative focus groups. D. A transcript from a group. 3. What are secondary data? A. Ordinary data. B. Existing data. C. Unimportant data. D. Ordinal data. 4. Secondary data are LEAST helpful to: A. evaluate new products. B. interpret tables. C. formulate hypotheses. D. develop questionnaires. 5. Secondary data cannot help: A. to observe retail behaviour. B. to decide on sampling. C. to create research instruments. D. to give direction to primary data collection. 6. The mistake when using secondary data effectively is: A. to combine it with other data. B. to evaluate its usefulness. C. to locate it via people. D. to assume it is right.

Answer of Multiple Choice Questions

1.(C) .

2.(D)

3.(B)

4.(A)

5.(A)

6.(D)