Question 1

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

Accepted Answer

The answer of Which type of research would be best...

Question 2

________ research is used to gather preliminary information that will help to define problems better and suggest hypotheses.

Accepted Answer

The answer of ________ research is used to gather preliminary...

Question 3

Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.

Accepted Answer

Defining the problem and research objectives is often the hardest step to take in the marketing research process as it requires identifying the specific issue or question to investigate and determining the specific research objectives to achieve. Without a clear problem definition and research objective, it can be challenging to develop an appropriate research plan, select the right research approach and agency, and effectively implement the research plan.

Question 4

In the second step of the marketing research process,research objectives should be translated into specific ________.

Accepted Answer

In the second step of the marketing research process, the research objectives are translated into specific information needs. This step involves specifying what information is required to address the research problem or objective, guiding the subsequent stages of the research process.

Question 5

A firm is conducting marketing research to determine the best options for opening new stores.Which of the following is NOT a source of secondary data that the firm might use?

Accepted Answer

Online questionnaires are a source of primary data, not secondary data. The other options are all sources of secondary data that the firm might use in their marketing research to determine the best options for opening new stores. Experian Australia provides consumer and business credit reporting and marketing services, commercial online databases offer extensive market research reports, Web search engines can provide information about competitors' store locations and market trends, and local chambers of commerce can provide community demographics and economic data.

Question 6

________ is the systematic design,collection,analysis and reporting of data relevant to a specific marketing situation facing an organisation.

Accepted Answer

Marketing research is the process of systematically designing, collecting, analyzing, and reporting data relevant to a specific marketing situation facing an organization. The other options listed are specific types or components of marketing research.

Question 7

Causal research is used to ________.

Accepted Answer

Causal research is conducted to establish cause-and-effect relationships between variables. It is used to test hypotheses and evaluate the impact of marketing interventions/strategies.

Question 8

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

Exploratory research is designed to gather preliminary information to define the problem and develop hypotheses. This type of research is often done when the problem or issue is unclear or not well-defined, and the objective is to provide initial insights and directions for future research. Descriptive research, on the other hand, focuses on describing and measuring the characteristics of a population or phenomenon, while causal research seeks to identify cause-and-effect relationships between variables. Qualitative research involves exploring and understanding complex phenomena through in-depth interviews, observations, and analysis of textual and visual data. Therefore, the best choice for the objective of gathering preliminary information is exploratory research.

Question 9

Exploratory research is used to ________.

Accepted Answer

The answer of Exploratory research is used to ________.
...

Question 10

________ research is used to describe things such as the market potential for a product.

Accepted Answer

The answer of ________ research is used to describe things...

Question 11

Carefully distinguish between marketing information and a marketing insight.

Accepted Answer

The answer of Carefully distinguish between marketing information and a...

Question 12

Secondary data consists of information ________.

Accepted Answer

Secondary data refers to information that already exists somewhere but was collected for another purpose. It can be obtained from a variety of sources such as government publications, business journals, and market research reports. While the data may be outdated, it is not necessarily so, and it is not limited to information that only competitors have access to. Secondary data can be used in conjunction with primary data collected through surveys and observations.

Question 13

________ research is used to test hypotheses about cause-and-effect relationships.

Accepted Answer

The answer of ________ research is used to test hypotheses...

Question 14

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research?

Accepted Answer

The research described is causal, as it is attempting to establish a cause-and-effect relationship between the price drop and sales increase. The other options (exploratory, descriptive, focus group, and ethnographic) do not fit the scenario described.

Question 15

Of the following combinations,managers would be most likely to start with ________ research and later follow with ________ research.

Accepted Answer

Managers would typically start with exploratory research to gain a better understanding of a problem or opportunity before moving on to causal research to determine cause-and-effect relationships. Descriptive research is often conducted after exploratory research to provide a more detailed understanding of a specific phenomenon, but it is less likely to be the starting point.

Question 16

Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

Accepted Answer

Developing the research plan is a crucial step in the marketing research process that involves outlining how to gather and analyze the data needed to address the research objectives.

Question 17

Studies involving a lot of people and utilising statistical tools and techniques are known as ________ research.

Accepted Answer

The answer of Studies involving a lot of people and...

Question 18

In the digital age,information is plentiful and cheap.Explain why it is more important than ever for managers to have high quality information and turn it into deep customer insights.

Accepted Answer

The answer of In the digital age,information is plentiful and...

Question 19

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.Which type of research is best suited to this task?

Accepted Answer

The answer of You want to observe how often consumers...

Question 20

What is the first step in the marketing research process?

Accepted Answer

The first step in the marketing research process is defining the problem and research objectives. This involves identifying what information is needed to address a particular marketing challenge or opportunity, and what research questions need to be answered. Without a clear understanding of the problem and objectives, it is difficult to design an effective research study.

Quiz 4: Marketing Analytics: Gaining Customer Insights