Deck 3: Marketing Research and Customer Insight

Question 1

Once the agency discusses the brief with the client, the agency provides a detailed outline of how they will investigate the problem. This document is called:

A) Research proposal.
B) Company overview
C) Sampling design.
D) Research methodology.

Answer 1

A

Question 2

Secondary research, sometimes referred to as desk research, involves gaining access to the results or outcomes of previous research projects. Which of the following is a type of secondary data?

A) Government report of the population trends published in 1990.
B) Internal sales records about current product sales.
C) Survey data collected for the project being investigated.
D) Answers (a) AND (b)

Answer 2

D

Question 3

If we were interested in determining whether an increase in temperature prompts the sale of Coca-Cola to increase we might use this type of research design:

A) Causal.
B) Descriptive.
C) Exploratory.
D) Exploratory or descriptive.

Answer 3

A

Question 4

Methodologies from this type of research attempt to uncover underlying motives and feelings. The data gathered is then interpreted focusing on meanings and is typically quite hard to replicate.

A) Quantitative research.
B) Qualitative research.
C) Mystery shopping.
D) Survey.

Question 5

The population elements are accorded a number and a sample is selected on the basis of a sample of generated random numbers which correspond to those pre-assigned numbers. This is an example of which probability sampling technique?

A) Simple random sampling.
B) Quota sampling.
C) Convenience sampling.
D) Snowball sampling.

Question 6

This is testing for the degree to which the data elicited might be reproduced in a later study and is a criterion for evaluating measurement scales as it represents how consistent or stable the ratings generated by a scale are.

A) External validity.
B) Internal validity.
C) Reliability.
D) Subjective judgement.

Question 7

The degree to which the meaning of one language is represented in another after translation is _________________.

A) translation equivalence.
B) measurement equivalence.
C) sampling equivalence.
D) survey equivalence.

Question 8

Marketing research is the design, collection, analysis and interpretation of data collected for the purpose of aiding marketing decision-making.

Question 9

Causal research is a research technique used to generate ideas to develop hypotheses based around a management problem.

Question 10

Qualitative research is research designed to provide responses to predetermined, standardized questions from a large number of respondents involving the statistical analysis of the responses.

Question 11

Primary research is a technique used to collect data for the first time that has been specifically collected and assembled for the current research problem.

Question 12

With increasing digitization of business and consumers in everyday life the availability of such varied information is growing rapidly. The different sources employed in big data analysis can be divided into five categories: (1) public data, (2) private data, (3) data exhaust, (4) community data, and (5) self-quantification data

Question 13

Systematic random sampling, where a specific characteristic(s) is used (e.g. gender, age) to design homogeneous sub-groups from which a representative sample is then drawn.

Question 14

Measurement equivalence concerns an important aspect of the international research process. Words in some languages have no real equivalent in other languages.

Question 15

In qualitative research, samples are often selected using which sampling method?

A) Simple random.
B) Systematic.
C) Convenience.
D) Quota.

Question 16

Two types of panel are used in online research (Miles, 2004). This type of panel provides samples for survey-style information; it is made up of targets especially invited by email to take part, with a link to a web survey.

A) Survey
B) Access panels
C) Semiotic
D) Focus group

Question 17

_____________ is where a specific characteristic(s) is used (e.g. gender, age) to design homogeneous sub-groups from which a representative sample is then drawn.

A) Convenience sampling
B) Stratified random sampling
C) Quota sampling
D) Snowball sampling

Question 18

Marketing research has three research designs. These are:

A) Normative, descriptive, and explanatory.
B) Predictive, normative, and persuasive.
C) Exploratory, descriptive, and causal.
D) Flexible, interactive, and discovery-oriented.