Question 1

Which of the following is/are false?

Accepted Answer

clearly define a research problem to guide a market research project, and prepare a research brief. The market research brief will not necessarily propose a methodology or approach for the market research. Rather it can communicate the marketer's needs to the market researcher, leaving the market researcher to bring their own expertise as to how to best obtain the information needed by the marketer (for example, international market research is often too complex and expensive to conduct in-house). The project must also be able to accommodate revisions as it proceeds. For example, the research problem may need to be reassessed once the project is underway.

Question 2

Used for sharply defined problems, research which assumes that a particular variable causes a specific outcome and then, by holding everything else constant, tests whether the variable does indeed affect that outcome, is known as:

Accepted Answer

distinguish between key data sources and understand different data types. Causal research assumes that a particular variable causes a specific outcome and then, by holding everything else constant, tests whether the variable does indeed affect that outcome.

Question 3

The Australian Bureau of Statistics (ABS) provides data to a marketing company as part of their market research project. This data is an example of:

Accepted Answer

distinguish between key data sources and understand different data types. Secondary data are data that already exist. Secondary data comprise information originally gathered or recorded for some purpose other than to address the current market research problem.

Question 4

A technique known as '______________' involves processing large data sets to identify patterns and trends that would not be obvious or even discernible upon observation.

Accepted Answer

distinguish between key data sources and understand different data types. A technique known as 'data mining' involves processing large data sets to identify patterns and trends that would not be obvious or even discernible upon observation.

Question 5

As a brand manager, you are asked to conduct a survey to assess the size of the market for your brand. This survey-based research is an example of:

Accepted Answer

distinguish between key data sources and understand different data types. Quantitative research focuses on collecting data that can be represented numerically and analysed statistically. It often collects data by asking questions about 'how much', 'how many 'and 'how often', usually via online, telephone, mail or in-person surveys. Generally, if you respond to the researcher by providing a number, ticking a box, or circling an option in a list or scale, you are participating in quantitative research.

Question 6

Smith's Chips wants to know the price elasticity of demand of its 90 gram chip range. The most appropriate research design to discover the effect of price changes on the sales levels of the 90 gram range would be:

Accepted Answer

distinguish between key data sources and understand different data types. The degree of knowledge about the research problem at hand affects the type and the amount of research that is required. Causal research assumes that a particular variable causes a specific outcome and then, by holding everything else constant, tests whether the variable does indeed affect that outcome. Causal research is used for sharply defined problems. In causal research, a hypothesis is generated for testing.

Question 7

Rich, deep and detailed information through techniques such as interviews and focus groups is obtained through which type of research?

Accepted Answer

distinguish between key data sources and understand different data types. Qualitative research focuses on obtaining rich, deep and detailed information through techniques such as interviews and focus groups. Rather than identifying numerical patterns, qualitative research aims to get to the reasons behind behaviour. It looks to identify the attitudes and emotions that underlie the behaviours that quantitative research identifies.

Question 8

Samsung realises that consumers buy tablet computers for a variety of reasons, many of which they could be unaware of. Samsung might therefore use exploratory research for the following reason(s):

Accepted Answer

distinguish between key data sources and understand different data types. The degree of knowledge about the research problem at hand affects the type and the amount of research that is required. Exploratory research, as its name suggests, is research intended to gather more information about a the problem is loosely defined.

Question 9

A market researcher spends time observing the behaviour of shoppers in a large shopping mall. This market researcher is collecting:

Accepted Answer

distinguish between key data sources and understand different data types. Primary data are data observed or collected directly from respondents as part of the current research project.

Question 10

In order to justify using secondary data over primary data for your market research project, you point out to your management team that the key difference between primary data and secondary data centres on:

Accepted Answer

distinguish between key data sources and understand different data types. Secondary data comprise information originally gathered or recorded for some purpose other than to address the current market research problem, whereas primary data are data observed or collected directly from respondents as part of the current market research project. Because secondary data already exists and primary data only comes about through a dedicated market research effort, the key difference between the types of data is availability.

Question 11

Which of the following statements is/are false?

Accepted Answer

distinguish between key data sources and understand different data types. Since it already exists, secondary data is cheaper and more quickly available/readily accessible than primary data, and is often all that is required. Primary data only comes about through a dedicated market research effort. Marketers should always assess whether their research questions can use secondary data before embarking on primary data collection.

Question 12

The two main types of quantitative surveys are:

Accepted Answer

distinguish between key data sources and understand different data types.

Question 13

Descriptive research is best described as market research that:

Accepted Answer

distinguish between key data sources and understand different data types. Descriptive research is used to solve a particular and well-defined problem by clarifying the characteristics of certain phenomena.

Question 14

Bluesky Airlines has experienced an ongoing decline in ticket sales and suspects it is due to the lingering effects of the global financial crisis. It plans to undertake research to test this hypothesis via market research. How would you categorise this research?

Accepted Answer

distinguish between key data sources and understand different data types. Causal research attempts to determine whether a specific variable causes a specific outcome.

Question 15

You are approached by a market researcher who asks you a series of questions about your favourite lunch options. To answer the questions you circle an option in a list or scale from one to five. What kind of research method are you participating in?

Accepted Answer

distinguish between key data sources and understand different data types. If you respond to the researcher by providing a number, ticking a box, or circling an option in a list of scale, you are participating in quantitative research method.

Question 16

Which of the following are not types of qualitative research?

Accepted Answer

distinguish between key data sources and understand different data types. Qualitative research focuses on obtaining rich, deep and detailed information through techniques such as interviews and focus groups. Qualitative research methods include depth interviews, focus groups, observation, critical incident techniques, thematic apperception/cartoon tests and collages.

Question 17

Heineken has conducted a number of qualitative research projects in order to discover how its products are perceived by consumers. Which of the following are not types of qualitative research?

Accepted Answer

distinguish between key data sources and understand different data types. Qualitative research focuses on obtaining rich, deep and detailed information through techniques such as interviews and focus groups. Qualitative research methods include depth interviews, focus groups, observation, critical incident techniques, thematic apperception/cartoon tests and collages.

Question 18

The advantage of biometric research is that it:

Accepted Answer

distinguish between key data sources and understand different data types.

Question 19

Departments of Main roads are planning to upgrade some roads around the CBD, over a three day period. They need to divert traffic during this planned closure. What method would be best to determine how many cars use that route at a particular day and time, to inform their decision making?

Accepted Answer

distinguish between key data sources and understand different data types.

Question 20

If a researcher wished to determine the proportion of the adult population that supports the Red Cross, they would most likely use:

Accepted Answer

distinguish between key data sources and understand different data types. The degree of knowledge about the research problem at hand affects the type and the amount of research that is required. Descriptive research is used to solve a particular and well-defined problem by clarifying the characteristics of certain phenomena.

Quiz 3: Market Research

Which of the following is/are false?

Used for sharply defined problems, research which assumes that a particular variable causes a specific outcome and then, by holding everything else constant, tests whether the variable does indeed affect that outcome, is known as:

The Australian Bureau of Statistics (ABS) provides data to a marketing company as part of their market research project. This data is an example of:

A technique known as '______________' involves processing large data sets to identify patterns and trends that would not be obvious or even discernible upon observation.

As a brand manager, you are asked to conduct a survey to assess the size of the market for your brand. This survey-based research is an example of:

Smith's Chips wants to know the price elasticity of demand of its 90 gram chip range. The most appropriate research design to discover the effect of price changes on the sales levels of the 90 gram range would be:

Rich, deep and detailed information through techniques such as interviews and focus groups is obtained through which type of research?

Samsung realises that consumers buy tablet computers for a variety of reasons, many of which they could be unaware of. Samsung might therefore use exploratory research for the following reason(s) :

A market researcher spends time observing the behaviour of shoppers in a large shopping mall. This market researcher is collecting:

In order to justify using secondary data over primary data for your market research project, you point out to your management team that the key difference between primary data and secondary data centres on:

Which of the following statements is/are false?

The two main types of quantitative surveys are:

Descriptive research is best described as market research that:

Bluesky Airlines has experienced an ongoing decline in ticket sales and suspects it is due to the lingering effects of the global financial crisis. It plans to undertake research to test this hypothesis via market research. How would you categorise this research?

You are approached by a market researcher who asks you a series of questions about your favourite lunch options. To answer the questions you circle an option in a list or scale from one to five. What kind of research method are you participating in?

Which of the following are not types of qualitative research?

Heineken has conducted a number of qualitative research projects in order to discover how its products are perceived by consumers. Which of the following are not types of qualitative research?

The advantage of biometric research is that it:

Departments of Main roads are planning to upgrade some roads around the CBD, over a three day period. They need to divert traffic during this planned closure. What method would be best to determine how many cars use that route at a particular day and time, to inform their decision making?

If a researcher wished to determine the proportion of the adult population that supports the Red Cross, they would most likely use: