Question 1

A formal document prepared by an agency, consultant, or in-house marketing research manager and submitted to the client to outline what procedures will be used to collect the necessary information, including timescales and costs, is called _________.

Accepted Answer

A research proposal outlines the procedures for collecting information, including timescales and costs, and is prepared and submitted to outline the approach for a research project.

Question 2

The first, and probably the most crucial, stage of the marketing research process involves:

Accepted Answer

The first and most crucial stage of the marketing research process is defining the management problem. This step involves understanding what needs to be researched and why, setting the foundation for the entire research process.

Question 3

___________ exists when interpretation of behaviour, or objects, is similar across countries.

Accepted Answer

Conceptual equivalence exists when the underlying concept being measured or observed is interpreted in the same way across different cultures or countries. This ensures that the concept itself, rather than just the measurement or translation, is universally understood and applicable.

Question 4

The information obtained through marketing research, competitive intelligence, and internal sources are typically integrated into a ___________.

Accepted Answer

A marketing information system (MIS) integrates data from various sources, including marketing research, competitive intelligence, and internal databases, to support decision-making in marketing.

Question 5

In ___________, concepts of validity and reliability are generally less important, because the data are not used to imply representativeness; rather, qualitative data are more about the generation of ideas and the formulation of hypotheses.

Accepted Answer

In qualitative research, the focus is on exploring ideas, understanding phenomena, and gaining insights rather than measuring or quantifying variables. Therefore, concepts of validity and reliability, which are crucial in quantitative research for ensuring the accuracy and consistency of measurements, are generally less emphasized in qualitative studies.

Question 6

This is a type of quantitative research method.

Accepted Answer

Surveys are a quantitative research method that involves collecting numerical data from a large number of respondents to identify patterns, relationships, or trends.

Question 7

Where criteria such as gender, ethnicity, or some other customer characteristics are used to restrict the sample, but the selection of the sample unit is left to the judgement of the researcher. This is an example of which non-probability sampling technique?

Accepted Answer

Quota sampling involves selecting a sample based on specific characteristics, such as gender or ethnicity, while allowing the researcher to use their judgment in selecting the sample units.

Question 8

Continuous industry trend information obtained from industry reports and secondary data sources, including other information obtained by commissioning specialist market research projects, need to be fed into the ____________to provide the company with an up-to-date picture.

Accepted Answer

A Market Information System (MIS) is designed to gather, analyze, and distribute marketing data, including industry trends and market research, to provide a comprehensive and up-to-date picture for decision-making.

Question 9

This is knowledge about customers gained by different research activities. Information requires transformation to generate deeper understanding of customers.

Accepted Answer

Customer insight is the deep understanding of customers gained by different research activities.

Question 10

Types of non-random samples include:

Accepted Answer

Convenience and quota samples are types of non-random sampling methods where the selection of samples is based on ease of access or specific quotas, rather than random selection.

Question 11

Contemporary marketing research is very much affected by technogy. Digitalization has led to a proliferation of information and data available to marketers. This shift in data availability, often referred to as big data, is currently transforming the market research industry to increasingly focus on analytics.

Accepted Answer

The rise of digital technology has increased the amount of data available, leading to a focus on analytics in marketing research.

Question 12

Customer insight is typically derived by fusing knowledge generated from a range of sources, including industry reports, sales force data, competitive intelligence, customer relationship management (CRM) systems data, empyee feedback, social media analysis data, and managerial intuition.

Accepted Answer

Customer insight is indeed derived from a variety of sources such as industry reports, sales data, competitive intelligence, CRM data, employee feedback, social media analysis, and managerial intuition, to provide a comprehensive understanding of customer behavior and preferences.

Question 13

Descriptive research is a research technique used to test, and confirm, hypotheses deveped from a management problem.

Accepted Answer

The answer of Descriptive research is a research technique used...

Question 14

Quantitative research is a type of expratory research using small samples and unstructured data collection procedures, designed to identify hypotheses, possibly for later testing in quantitative research..

Accepted Answer

Quantitative research involves collecting and analyzing numerical data to identify patterns, test hypotheses, and make predictions. It typically uses structured data collection methods and larger samples for statistical analysis, unlike exploratory research which may use smaller samples and unstructured data to identify hypotheses.

Question 15

Chief executive officers and CMOs should view themselves as problem-solvers, not reporters, and should focus on trying to gain a causal understanding, not on describing attitudes, and on changing the marketing situation.

Accepted Answer

The answer of Chief executive officers and CMOs should view...

Question 16

Customer insightis the organized, professional, systematic collection of information, typically through informal mechanisms, used for the achievement of strategic and tactical organizational goals.

Accepted Answer

Customer insight is the understanding and interpretation of customer data, behaviors, and feedback to inform strategic and tactical decisions, typically gathered through both formal and systematic mechanisms, not just informal ones.

Question 17

Complexity in the international business environment makes international marketing research more complex because it affects the research process and design. When interpretation of behaviour, or objects, is similar across countries, conceptual equivalence exists.

Accepted Answer

Conceptual equivalence refers to the degree to which a particular concept or term used in research has the same meaning in different cultures or countries. When interpretation of behavior or objects is similar across countries, it indicates that conceptual equivalence exists, ensuring that research findings are comparable and meaningful across different international contexts.

Question 18

The marketing research questions are a detailed list of the information necessary to make the decisions outlined.

Accepted Answer

Marketing research questions are designed to gather the specific information needed to make informed decisions regarding marketing strategies and actions.

Question 19

Research dealing with personal data in European countries is also subject to the EU General Data Protection Regulation (GDPR). Under the GDPR, 'personal data' is defined as information relating to an identified or identifiable natural person. The aim of the GDPR is to protect consumers from breaches of their privacy by giving them control over their personal data. An essential principle under the GDPR is 'data protection by design and by default' (European Commission, 2015)

Accepted Answer

The GDPR indeed defines 'personal data' as information relating to an identified or identifiable natural person and emphasizes the protection of individuals' privacy by ensuring they have control over their personal data. The principle of 'data protection by design and by default' is a core requirement under the GDPR, mandating that data protection measures be integrated into the development of business processes and systems.

Question 20

Measurement equivalence relates to whether a concept has a similar function in different countries.

Accepted Answer

The answer of Measurement equivalence relates to whether a concept...

Quiz 7: Marketing Research and Analytics