Question 1

The preliminary exploration of a research area, prior to the main data collection stage is called which of the following?

Accepted Answer

Exploratory research is conducted to gain a preliminary understanding of a research area, to identify key variables and to generate research hypotheses. It involves gathering information from various sources such as literature reviews, observations, and informal discussions with experts in the field. Research brief, depth interviewing and survey design are all important components of the research process, but are not specifically focused on conducting preliminary exploration.

Question 2

Which of the following is an example of a sampling frame?

Accepted Answer

All of the choices provided can be used as sampling frames. 
A sampling frame is a list or source from which a sample can be drawn. The Kompass directory of companies, Fortune 500 - Top 500 Global Companies, and the electoral register are all examples of sampling frames that can be used to draw a sample.

Question 3

Which of the following statements is true?

Accepted Answer

Secondary data should be collected before primary data because it is often less costly and time-consuming to gather, and it can help to inform and refine the collection of primary data.

Question 4

Which of the following survey methods are the lowest in terms of cost?

Accepted Answer

Online and mail surveys are considered the lowest cost methods as they do not require additional resources such as training interviewers, travel costs, or printing and postage expenses.

Question 5

Why is the design of an MkIS important?

Accepted Answer

The design of an MkIS is important because the quality of such a system can greatly impact the effectiveness of decision-making. A well-designed MkIS that provides accurate and relevant information can help decision-makers make informed decisions and achieve better outcomes. On the other hand, a poorly designed MkIS can lead to incorrect decisions and wasted resources. While the other options may also be valid concerns when designing an MkIS, they do not address the core importance of the system's impact on decision-making effectiveness.

Question 6

Which of the following is not a source of external secondary data?

Accepted Answer

Sales records are not considered external secondary data as they are internal to the company and generated by the company itself. The other options - Financial Times newspaper, Minitel marketing intelligence, and Business Periodicals Index - are all sources of external secondary data that can be accessed by the company from external sources.

Question 7

What is the difference between a research brief and a research proposal?

Accepted Answer

A research brief is a document specifying the client's requirements, while a research proposal is a document outlining what the research agency will do for the client, how they will do it, and how much it will cost. Therefore, the option that best distinguishes a research brief from a research proposal is D.

Question 8

The term used in research to denote the selection of a sub-set of the total population in order to interview them is called which of the following?

Accepted Answer

The selection of a sub-set of the total population in order to interview them is known as the sampling process. A researcher uses a sampling process to select a smaller group of individuals that represents the larger population that they are studying. This process can involve different techniques, such as random sampling or stratified sampling, depending on the research question and the characteristics of the population being studied. The sampling frame refers to the list of individuals or elements from which the sample is selected. The exploratory process and exploratory selection are not relevant terms for describing the sampling process.

Question 9

The system in which marketing information is formally gathered, stored, analyzed and distributed to managers in accord with their informational needs on a regular planned basis is called marketing knowledge systems.

Accepted Answer

The correct term for the system described is Marketing Information System (MkIS), not marketing knowledge systems.

Question 10

Which of the following is an example of market intelligence?

Accepted Answer

The answer of Which of the following is an example...

Question 11

The gathering of data and information on the market is called which of the following?

Accepted Answer

Marketing research encompasses the gathering of data and information on the market, and involves a range of techniques such as surveys, focus groups, and observational studies. Data mining and data collection refer more specifically to the process of gathering and extracting data from various sources, while marketing surveys refers specifically to the use of surveys as a research method within marketing research.

Question 12

What are the limitations of the internet as a data collection tool?

Accepted Answer

Response rates for online surveys are typically lower than other research methods, such as phone or in-person surveys, due to issues such as spam filters, survey fatigue, and lack of personal connection with the researcher.

Other possible limitations of the internet as a data collection tool include potential biases in the sample (e.g. over-representation of certain demographic groups), limitations in the type of questions that can be asked (e.g. difficult to probe for deeper understanding), and concerns around privacy and security of respondent data.

Question 13

A document defining what the marketing research agency promises to do for its client, and how much it will cost is called which of the following?

Accepted Answer

A research proposal is a document that outlines the scope, objectives, methodology, timeline, and budget for a particular research project. It also defines what the marketing research agency promises to do for its client, and how much it will cost. A marketing plan is a broader document that outlines the overall marketing strategy of a business, while a research brief is a document used to initiate a research project and outline the client's objectives and requirements. A marketing research report is a document presenting the findings of a completed research project.

Question 14

Internal secondary data can be found from which of the following?

Accepted Answer

Sales invoices provide information about sales history, customer complaints reveal areas of improvement or customer preferences, and marketing plans contain information about past campaigns or strategies. Therefore, all of the above options are sources of internal secondary data.

Question 15

The ability to probe is highest with which of the following survey methods?

Accepted Answer

Face-to-face surveys offer the ability to probe respondents more deeply as interviewers can ask follow-up questions, clarify ambiguities, and observe non-verbal cues. This makes it the best choice for probing, compared to other methods like telephone, mail or online surveys.

Question 16

An MkIS comprises of which four elements?

Accepted Answer

An MkIS (Marketing Information System) typically includes internal market information, market intelligence, environmental scanning, and marketing research to support decision-making in marketing.

Question 17

What is the prime task of an information system?

Accepted Answer

The answer of What is the prime task of an...

Question 18

Observation studies help complete which of the following?

Accepted Answer

Observation studies are a type of exploratory research that involve observing and collecting data about a particular phenomenon or behavior. They help researchers develop a better understanding of the topic and generate hypotheses for further research. Selection of sampling frames, secondary research, and quantitative research are not directly related to observation studies.

Question 19

Data that has already been collected by another researcher for another purpose is called which of the following?

Accepted Answer

Secondary research refers to the use of data that has already been collected by someone else for another purpose. This can include academic literature, industry reports, or even data collected by government agencies.

Question 20

The main aim of marketing research is which of the following?

Accepted Answer

The main aim of marketing research is to help improve decision making by providing insights and information that can be used to make informed business decisions. While gathering relevant information and understanding competitor offerings may be part of the research process, the ultimate goal is to use the information to make better decisions. Preventing information overload may also be a consideration, but it is not the main aim of marketing research.

Quiz 4: Marketing Research and Customer Insights