1. The primary goal of collecting marketing information is to:

• A) Reduce product prices
• B) Understand customer needs and market dynamics
• C) Hire new employees
• D) Focus solely on competitor actions
  Answer: B) Understand customer needs and market dynamics

2. Internal records in marketing refer to:

• A) Data collected from external suppliers
• B) Information within the company such as sales and inventory data
• C) Competitor analysis reports
• D) Social media analytics
  Answer: B) Information within the company such as sales and inventory data

3. Marketing intelligence is:

• A) A tool for financial analysis
• B) The systematic collection of publicly available information about competitors and market developments
• C) A report on employee performance
• D) The internal analysis of customer behavior
  Answer: B) The systematic collection of publicly available information about competitors and market developments

4. Marketing intelligence systems help organizations by:

• A) Reducing marketing budgets
• B) Providing insights into competitors, market trends, and customer preferences
• C) Focusing on employee management
• D) Managing supply chains
  Answer: B) Providing insights into competitors, market trends, and customer preferences

5. Competitive intelligence focuses on:

• A) Gathering information about employee satisfaction
• B) Analyzing competitors’ strategies, strengths, and weaknesses
• C) Setting product prices
• D) Reducing the number of product lines
  Answer: B) Analyzing competitors’ strategies, strengths, and weaknesses

6. Customer insights in marketing are:

• A) Information gathered from financial reports
• B) Deep understanding of customers’ behaviors, needs, and motivations
• C) The analysis of competitors
• D) A tool to set product prices
  Answer: B) Deep understanding of customers’ behaviors, needs, and motivations

7. Customer databases are used to:

• A) Reduce product variety
• B) Store detailed information on individual customers to track preferences and behavior
• C) Manage competitor analysis
• D) Focus only on supply chain management
  Answer: B) Store detailed information on individual customers to track preferences and behavior

8. Data mining refers to:

• A) The manual collection of competitor data
• B) Analyzing large datasets to find patterns and relationships in customer behavior
• C) Developing new products for new markets
• D) Reducing the amount of marketing research conducted
  Answer: B) Analyzing large datasets to find patterns and relationships in customer behavior

9. Internal data sources for marketing insights include:

• A) Social media analytics
• B) Sales records, inventory data, and financial reports
• C) Competitor websites
• D) Industry blogs
  Answer: B) Sales records, inventory data, and financial reports

10. External data sources for marketing intelligence include:

• A) Employee performance reports
• B) Competitor analysis, market reports, and government publications
• C) Sales data from internal records
• D) Financial reports
  Answer: B) Competitor analysis, market reports, and government publications

11. Marketing information systems (MIS) collect and analyze:

• A) Employee data
• B) Customer and market information to assist decision-making
• C) Only financial information
• D) Internal supply chain data
  Answer: B) Customer and market information to assist decision-making

12. Exploratory research is used when:

• A) The problem is well understood
• B) The researcher is unclear about the problem and needs more information
• C) Setting product prices
• D) Conducting competitive analysis
  Answer: B) The researcher is unclear about the problem and needs more information

13. Descriptive research in marketing helps to:

• A) Measure customer behavior, attitudes, and preferences
• B) Forecast future market trends
• C) Reduce operational costs
• D) Focus only on internal data
  Answer: A) Measure customer behavior, attitudes, and preferences

14. Casual research is conducted to:

• A) Explore unstructured data
• B) Identify cause-and-effect relationships in marketing variables
• C) Focus on competitor analysis
• D) Measure employee performance
  Answer: B) Identify cause-and-effect relationships in marketing variables

15. The purpose of observational research is to:

• A) Interview customers
• B) Observe customer behavior in real-time without direct interaction
• C) Conduct surveys
• D) Focus only on competitor data
  Answer: B) Observe customer behavior in real-time without direct interaction

16. A focus group in marketing research typically consists of:

• A) A group of competitors
• B) 6-10 people who discuss a product or marketing issue in a guided conversation
• C) Internal employees only
• D) Randomly selected customers for data mining
  Answer: B) 6-10 people who discuss a product or marketing issue in a guided conversation

17. Secondary data refers to:

• A) Data collected directly from customers
• B) Data that has already been collected for another purpose
• C) New data collected through surveys
• D) Competitor analysis reports
  Answer: B) Data that has already been collected for another purpose

18. Primary data is defined as:

• A) Information gathered for a specific research objective
• B) Data obtained from external sources
• C) Old data that needs updating
• D) Data used for competitor analysis only
  Answer: A) Information gathered for a specific research objective

19. Syndicated research refers to:

• A) Data shared between competitors
• B) Data collected by external firms that sell the information to multiple clients
• C) Internal company research
• D) Information obtained from government sources
  Answer: B) Data collected by external firms that sell the information to multiple clients

20. Ethnographic research involves:

• A) Observing customers in their natural environment to understand how they use products
• B) Conducting online surveys
• C) Interviewing only business customers
• D) Monitoring sales data
  Answer: A) Observing customers in their natural environment to understand how they use products

21. Online marketing research refers to:

• A) Collecting data in physical stores
• B) Gathering customer information via online surveys, social media, and web analytics
• C) Conducting phone interviews
• D) Collecting data from competitors
  Answer: B) Gathering customer information via online surveys, social media, and web analytics

22. Behavioral data is collected through:

• A) Observing customer purchase patterns and interactions
• B) Asking customers direct questions
• C) Surveying employees
• D) Collecting data from suppliers
  Answer: A) Observing customer purchase patterns and interactions

23. A research hypothesis is:

• A) A financial projection
• B) A proposed explanation made on the basis of limited evidence as a starting point for further investigation
• C) A competitor analysis tool
• D) A method for setting product prices
  Answer: B) A proposed explanation made on the basis of limited evidence as a starting point for further investigation

24. Qualitative research is focused on:

• A) Collecting numerical data
• B) Understanding underlying reasons, opinions, and motivations through non-numerical data
• C) Measuring customer satisfaction
• D) Surveying large populations
  Answer: B) Understanding underlying reasons, opinions, and motivations through non-numerical data

25. Quantitative research aims to:

• A) Understand customer behavior through interviews
• B) Gather large amounts of numerical data for statistical analysis
• C) Conduct exploratory research
• D) Focus on small customer segments
  Answer: B) Gather large amounts of numerical data for statistical analysis

Forecasting Demand

26. Demand forecasting in marketing refers to:

• A) Predicting the future demand for a product or service
• B) Measuring current sales data
• C) Setting prices for new products
• D) Estimating competitor market share
  Answer: A) Predicting the future demand for a product or service

27. Sales forecasting helps companies:

• A) Increase production costs
• B) Plan production, inventory, and marketing efforts based on expected demand
• C) Reduce customer engagement
• D) Focus only on financial performance
  Answer: B) Plan production, inventory, and marketing efforts based on expected demand

28. Qualitative forecasting methods rely on:

• A) Historical sales data
• B) Expert opinions and judgment-based methods
• C) Competitor analysis
• D) Employee performance metrics
  Answer: B) Expert opinions and judgment-based methods

29. Quantitative forecasting methods are based on:

• A) Statistical models and historical data
• B) Customer opinions
• C) Focus group discussions
• D) Competitor strategies
  Answer: A) Statistical models and historical data

30. Which of the following is a qualitative forecasting method?

• A) Time-series analysis
• B) Expert opinion or judgment
• C) Regression analysis
• D) Market testing
  Answer: B) Expert opinion or judgment

31. Time-series analysis in demand forecasting relies on:

• A) Competitor data
• B) Historical sales data to predict future trends
• C) Customer surveys
• D) Financial reports
  Answer: B) Historical sales data to predict future trends

32. Regression analysis is used in demand forecasting to:

• A) Measure employee performance
• B) Determine the relationship between independent variables (e.g., advertising, price) and dependent variables (e.g., sales)
• C) Conduct qualitative research
• D) Analyze customer satisfaction
  Answer: B) Determine the relationship between independent variables (e.g., advertising, price) and dependent variables (e.g., sales)

33. The Delphi method is a forecasting technique that:

• A) Uses customer feedback exclusively
• B) Collects expert opinions and refines them through multiple rounds of anonymous feedback
• C) Analyzes competitor pricing strategies
• D) Focuses solely on financial data
  Answer: B) Collects expert opinions and refines them through multiple rounds of anonymous feedback

34. Exponential smoothing is a demand forecasting method that:

• A) Focuses on long-term trends only
• B) Gives more weight to recent data in predicting future demand
• C) Ignores historical data
• D) Focuses on qualitative data
  Answer: B) Gives more weight to recent data in predicting future demand

35. Market testing in demand forecasting involves:

• A) Launching a new product on a small scale to assess market demand before full-scale production
• B) Conducting focus groups
• C) Analyzing historical sales data
• D) Developing new products for new markets
  Answer: A) Launching a new product on a small scale to assess market demand before full-scale production

36. Survey of buyer intentions is a demand forecasting method that involves:

• A) Observing customer behavior in-store
• B) Asking potential buyers about their purchase intentions
• C) Using statistical models to predict demand
• D) Conducting competitor analysis
  Answer: B) Asking potential buyers about their purchase intentions

37. Panel consensus forecasting involves:

• A) Asking a single expert for an opinion
• B) Gathering insights from a group of experts who discuss and agree on a forecast
• C) Collecting data from customer surveys
• D) Using regression analysis
  Answer: B) Gathering insights from a group of experts who discuss and agree on a forecast

38. Salesforce composite forecasting relies on:

• A) Employee performance metrics
• B) Feedback from a company’s sales force to estimate future demand
• C) Competitor sales data
• D) Financial statements
  Answer: B) Feedback from a company’s sales force to estimate future demand

39. In demand forecasting, leading indicators are used to:

• A) Measure past sales performance
• B) Predict future demand based on early signs or factors that tend to change before the overall market does
• C) Focus on qualitative data
• D) Conduct focus groups
  Answer: B) Predict future demand based on early signs or factors that tend to change before the overall market does

40. Seasonality in demand forecasting refers to:

• A) Long-term market trends
• B) Regular and predictable changes in demand that occur during specific times of the year
• C) Sudden increases in demand
• D) Competitor pricing strategies
  Answer: B) Regular and predictable changes in demand that occur during specific times of the year

Conducting Marketing Research

41. The primary purpose of marketing research is to:

• A) Increase product prices
• B) Collect data to make informed marketing decisions
• C) Reduce employee size
• D) Focus on internal cost reductions
  Answer: B) Collect data to make informed marketing decisions

42. Marketing research involves which of the following steps?

• A) Setting prices for products
• B) Defining the problem, developing a research plan, collecting data, and analyzing the data
• C) Hiring new employees
• D) Conducting financial analysis
  Answer: B) Defining the problem, developing a research plan, collecting data, and analyzing the data

43. In the marketing research process, the first step is to:

• A) Analyze the data
• B) Define the problem and research objectives
• C) Collect data
• D) Implement the marketing strategy
  Answer: B) Define the problem and research objectives

44. A research plan in marketing research includes:

• A) Deciding the marketing mix
• B) Outlining the specific methods for collecting and analyzing data
• C) Setting financial goals
• D) Determining customer satisfaction
  Answer: B) Outlining the specific methods for collecting and analyzing data

45. Secondary data in marketing research is:

• A) Data collected for the first time to solve the specific problem
• B) Data that was collected for another purpose and can be used for the current research
• C) Limited to internal sources only
• D) Focused only on customer feedback
  Answer: B) Data that was collected for another purpose and can be used for the current research

46. Primary data collection methods include:

• A) Financial reports
• B) Surveys, interviews, and observations
• C) Competitor analysis
• D) External publications
  Answer: B) Surveys, interviews, and observations

47. Sampling in marketing research refers to:

• A) Selecting a subset of the population to represent the entire population
• B) Observing customer behavior in stores
• C) Collecting secondary data
• D) Analyzing competitor pricing strategies
  Answer: A) Selecting a subset of the population to represent the entire population

48. A probability sample ensures that:

• A) Every member of the population has a known, non-zero chance of being selected
• B) Only certain customers are surveyed
• C) Data is collected from competitors
• D) Focus groups are used exclusively
  Answer: A) Every member of the population has a known, non-zero chance of being selected

49. In marketing research, a non-probability sample:

• A) Ensures that every member of the population has an equal chance of being selected
• B) Involves selecting respondents based on non-random criteria
• C) Focuses only on financial reports
• D) Collects data from all customers
  Answer: B) Involves selecting respondents based on non-random criteria

50. Survey research is commonly used to:

• A) Analyze competitor data
• B) Gather large amounts of data from a representative sample of the population
• C) Reduce operational costs
• D) Develop new products
  Answer: B) Gather large amounts of data from a representative sample of the population

51. Cross-sectional studies in marketing research are:

• A) Longitudinal studies over a period of time
• B) Studies conducted at a single point in time with a specific population sample
• C) Studies focused on competitor analysis
• D) Surveys conducted every year
  Answer: B) Studies conducted at a single point in time with a specific population sample

52. Longitudinal studies in marketing research involve:

• A) Studying the same group of respondents over a period of time to observe changes
• B) Collecting data from different populations at the same time
• C) Conducting a single survey with random participants
• D) Focusing solely on competitor data
  Answer: A) Studying the same group of respondents over a period of time to observe changes

53. A structured survey:

• A) Uses open-ended questions
• B) Includes predefined questions with fixed responses
• C) Focuses on qualitative data
• D) Collects data only from competitors
  Answer: B) Includes predefined questions with fixed responses

54. In marketing research, unstructured interviews:

• A) Follow a strict set of questions
• B) Allow for more open-ended questions to explore deeper insights
• C) Focus only on product pricing
• D) Collect data exclusively from internal sources
  Answer: B) Allow for more open-ended questions to explore deeper insights

55. Observational research involves:

• A) Asking customers direct questions
• B) Watching and recording customers’ behaviors without interacting with them
• C) Conducting online surveys
• D) Interviewing competitors
  Answer: B) Watching and recording customers’ behaviors without interacting with them

56. Ethnographic research in marketing is used to:

• A) Observe customer behavior in their natural environment to gain deeper insights into how they use products
• B) Conduct surveys via phone interviews
• C) Focus solely on online customer feedback
• D) Measure employee performance
  Answer: A) Observe customer behavior in their natural environment to gain deeper insights into how they use products

57. In marketing research, scaling is a technique used to:

• A) Measure the importance of different customer preferences and attitudes
• B) Analyze competitor pricing strategies
• C) Reduce marketing costs
• D) Conduct observational research
  Answer: A) Measure the importance of different customer preferences and attitudes

58. A Likert scale in survey research is used to:

• A) Measure customers’ demographic information
• B) Assess the extent to which respondents agree or disagree with a statement on a scale (e.g., 1 to 5)
• C) Collect qualitative data
• D) Focus on competitor analysis
  Answer: B) Assess the extent to which respondents agree or disagree with a statement on a scale (e.g., 1 to 5)

59. In marketing research, a nominal scale is used to:

• A) Assign numerical values to categories for analysis without implying any ranking
• B) Conduct financial analysis
• C) Rank customer preferences in order of importance
• D) Analyze competitor data
  Answer: A) Assign numerical values to categories for analysis without implying any ranking

60. A semantic differential scale measures:

• A) Competitor strategies
• B) Customer attitudes on a continuum between two opposite attributes (e.g., “good” vs. “bad”)
• C) Employee performance
• D) Internal company processes
  Answer: B) Customer attitudes on a continuum between two opposite attributes (e.g., “good” vs. “bad”)

61. Factor analysis in marketing research is used to:

• A) Identify relationships among a large number of variables to reduce them into a few underlying factors
• B) Conduct qualitative research
• C) Increase the number of variables in a study
• D) Measure employee performance
  Answer: A) Identify relationships among a large number of variables to reduce them into a few underlying factors

62. Cluster analysis in marketing research is a technique used to:

• A) Group customers into segments based on shared characteristics
• B) Reduce the number of product lines
• C) Conduct financial analysis
• D) Increase customer satisfaction
  Answer: A) Group customers into segments based on shared characteristics

63. Conjoint analysis helps marketers to:

• A) Understand how customers value different attributes of a product and make trade-offs
• B) Increase product variety
• C) Measure customer satisfaction
• D) Analyze competitors’ pricing strategies
  Answer: A) Understand how customers value different attributes of a product and make trade-offs

64. Multivariate analysis is used in marketing research to:

• A) Focus on one variable at a time
• B) Analyze multiple variables simultaneously to understand their relationship with one another
• C) Conduct qualitative research
• D) Collect primary data
  Answer: B) Analyze multiple variables simultaneously to understand their relationship with one another

65. In the marketing research process, data coding refers to:

• A) Developing questions for a survey
• B) Categorizing and assigning numerical values to responses for analysis
• C) Collecting competitor data
• D) Conducting customer focus groups
  Answer: B) Categorizing and assigning numerical values to responses for analysis

66. Sampling error occurs when:

• A) There is no overlap between sample and population
• B) The sample does not accurately represent the population
• C) Data is collected only from internal records
• D) Competitor data is used in the analysis
  Answer: B) The sample does not accurately represent the population

67. Non-sampling error in marketing research includes:

• A) Errors due to the selection of respondents
• B) Mistakes in data collection, analysis, or interpretation
• C) Errors in choosing the sample size
• D) Employee performance errors
  Answer: B) Mistakes in data collection, analysis, or interpretation

68. Random sampling in marketing research ensures that:

• A) Respondents are selected based on specific characteristics
• B) Each member of the population has an equal chance of being selected
• C) Only customers with high purchasing power are surveyed
• D) Competitor analysis is prioritized
  Answer: B) Each member of the population has an equal chance of being selected

69. Convenience sampling refers to:

• A) Selecting respondents who are easiest to reach, without considering the overall population
• B) Ensuring that all customer segments are represented
• C) Collecting only qualitative data
• D) Focusing on competitor data
  Answer: A) Selecting respondents who are easiest to reach, without considering the overall population

70. Snowball sampling is commonly used when:

• A) Respondents are selected randomly
• B) Participants are difficult to reach, and existing respondents refer other potential respondents
• C) Competitor data is unavailable
• D) Observational research is not possible
  Answer: B) Participants are difficult to reach, and existing respondents refer other potential respondents

71. Quota sampling ensures that:

• A) All respondents are selected randomly
• B) The sample reflects the characteristics of the population in specific proportions
• C) Only customers from one segment are surveyed
• D) Competitor pricing data is prioritized
  Answer: B) The sample reflects the characteristics of the population in specific proportions

72. Cross-tabulation is used in marketing research to:

• A) Analyze the relationship between two or more variables
• B) Conduct observational research
• C) Develop financial statements
• D) Analyze competitor data
  Answer: A) Analyze the relationship between two or more variables

73. In marketing research, a research design is:

• A) A plan that outlines the methods for collecting and analyzing data
• B) A financial strategy
• C) A competitor analysis tool
• D) A plan for product development
  Answer: A) A plan that outlines the methods for collecting and analyzing data

74. Exploratory research is typically conducted:

• A) When the problem is not clearly defined and more information is needed to formulate a hypothesis
• B) To confirm a hypothesis
• C) As a competitor analysis tool
• D) After data has already been collected
  Answer: A) When the problem is not clearly defined and more information is needed to formulate a hypothesis

75. Descriptive research in marketing helps to:

• A) Test hypotheses and identify causal relationships
• B) Describe characteristics of a population, such as customer preferences or behaviors
• C) Focus solely on competitor strategies
• D) Analyze employee performance
  Answer: B) Describe characteristics of a population, such as customer preferences or behaviors

76. Casual research is used to:

• A) Understand the cause-and-effect relationships between marketing variables
• B) Collect qualitative data only
• C) Focus on internal data analysis
• D) Reduce marketing research costs
  Answer: A) Understand the cause-and-effect relationships between marketing variables

77. Syndicated services in marketing research refer to:

• A) Custom research conducted for one company
• B) Research conducted by outside firms that sell the data to multiple clients
• C) Internal data collection
• D) Competitor research
  Answer: B) Research conducted by outside firms that sell the data to multiple clients

78. Panel research involves:

• A) Observing customers in stores
• B) Collecting data from a pre-recruited group of respondents who provide feedback over a period of time
• C) Analyzing competitor performance
• D) Conducting interviews with employees
  Answer: B) Collecting data from a pre-recruited group of respondents who provide feedback over a period of time

79. Experimental research in marketing is used to:

• A) Measure the effects of changes in marketing variables on customer behavior
• B) Conduct qualitative research
• C) Reduce marketing costs
• D) Focus on employee performance
  Answer: A) Measure the effects of changes in marketing variables on customer behavior

80. Data triangulation in marketing research refers to:

• A) Using multiple methods or sources of data to ensure accuracy and reliability
• B) Focusing only on qualitative data
• C) Conducting research within a single source
• D) Reducing the number of data points
  Answer: A) Using multiple methods or sources of data to ensure accuracy and reliability

81. Internal marketing data refers to:

• A) Data gathered from external sources
• B) Information collected from within the company, such as sales records, customer service interactions, and inventory reports
• C) Competitor data
• D) Social media analytics
  Answer: B) Information collected from within the company, such as sales records, customer service interactions, and inventory reports

82. Data reliability inContinuing with objective-type questions based on “Conducting Marketing Research” from Philip Kotler’s “Marketing Management”:
83. Data reliability in marketing research means:

• A) The data is consistent and produces similar results under consistent conditions
• B) The data is relevant to competitors
• C) The data is collected through random sampling
• D) The data is collected through internal records only
  Answer: A) The data is consistent and produces similar results under consistent conditions

83. Data validity refers to:

• A) Whether the data accurately measures what it is intended to measure
• B) How recent the data is
• C) The consistency of data collection
• D) The size of the sample used
  Answer: A) Whether the data accurately measures what it is intended to measure

84. Nonresponse bias in marketing research occurs when:

• A) All customers respond to the survey
• B) A significant portion of the sample does not respond, potentially skewing the results
• C) Competitor data is used for analysis
• D) There is an error in data coding
  Answer: B) A significant portion of the sample does not respond, potentially skewing the results

85. Marketing research ethics include:

• A) Collecting data from unverified sources
• B) Ensuring privacy and confidentiality of respondents’ data
• C) Ignoring customer feedback
• D) Focusing only on competitor analysis
  Answer: B) Ensuring privacy and confidentiality of respondents’ data

86. Descriptive analytics in marketing research is used to:

• A) Predict future customer behavior
• B) Summarize historical data to describe what has happened in the past
• C) Focus only on qualitative research
• D) Conduct focus group interviews
  Answer: B) Summarize historical data to describe what has happened in the past

87. Predictive analytics in marketing helps companies:

• A) Reduce the scope of marketing research
• B) Anticipate future customer behaviors and trends based on historical data
• C) Conduct experimental research
• D) Limit the amount of qualitative research conducted
  Answer: B) Anticipate future customer behaviors and trends based on historical data

88. Prescriptive analytics in marketing focuses on:

• A) Providing recommendations on how to handle future scenarios based on data insights
• B) Analyzing competitor strategies
• C) Reducing operational costs
• D) Limiting customer interaction
  Answer: A) Providing recommendations on how to handle future scenarios based on data insights

89. In marketing research, causal inference is:

• A) Drawing conclusions from qualitative data
• B) Understanding the cause-and-effect relationship between variables
• C) A competitor analysis technique
• D) Conducting experimental research
  Answer: B) Understanding the cause-and-effect relationship between variables

90. Marketing dashboards provide:

• A) Only financial data
• B) Real-time visual representations of key marketing metrics for performance tracking
• C) Competitor insights
• D) Information about employee performance
  Answer: B) Real-time visual representations of key marketing metrics for performance tracking

91. Data visualization tools in marketing research help:

• A) Interpret data more effectively through visual representations like graphs, charts, and maps
• B) Focus on internal financial analysis
• C) Reduce the need for primary data collection
• D) Analyze competitor pricing strategies
  Answer: A) Interpret data more effectively through visual representations like graphs, charts, and maps

92. Real-time analytics in marketing is used to:

• A) Conduct competitor analysis
• B) Analyze customer behavior as it happens, allowing for immediate adjustments to marketing strategies
• C) Focus only on historical data
• D) Focus on offline data
  Answer: B) Analyze customer behavior as it happens, allowing for immediate adjustments to marketing strategies

93. Marketing information systems (MIS) are designed to:

• A) Only collect external data
• B) Gather, analyze, and distribute relevant information for marketing decision-making
• C) Focus on competitor research
• D) Reduce marketing budgets
  Answer: B) Gather, analyze, and distribute relevant information for marketing decision-making

94. Customer lifetime value (CLV) is calculated to:

• A) Understand the long-term profitability of individual customers based on their purchasing behavior
• B) Focus on reducing marketing costs
• C) Collect only qualitative data
• D) Analyze the performance of new products
  Answer: A) Understand the long-term profitability of individual customers based on their purchasing behavior

95. Sentiment analysis in marketing research helps to:

• A) Analyze competitor pricing
• B) Measure customer attitudes and emotions toward a brand through social media, reviews, and feedback
• C) Conduct observational research
• D) Conduct financial analysis
  Answer: B) Measure customer attitudes and emotions toward a brand through social media, reviews, and feedback

96. Text mining in marketing research involves:

• A) Analyzing written content from customer reviews, social media, and other text-based sources to extract insights
• B) Focusing only on internal data
• C) Conducting focus group discussions
• D) Limiting data collection
  Answer: A) Analyzing written content from customer reviews, social media, and other text-based sources to extract insights

97. Customer journey mapping in marketing research is used to:

• A) Track how customers interact with a brand across multiple touchpoints and channels
• B) Focus on competitor analysis
• C) Conduct financial forecasting
• D) Limit the scope of marketing research
  Answer: A) Track how customers interact with a brand across multiple touchpoints and channels

98. Net Promoter Score (NPS) is a metric used to:

• A) Measure employee satisfaction
• B) Measure customer loyalty by asking how likely they are to recommend a brand or product to others
• C) Conduct competitor research
• D) Track sales performance
  Answer: B) Measure customer loyalty by asking how likely they are to recommend a brand or product to others

99. Marketing research should be:

• A) Focused solely on product innovation
• B) A continuous process that helps companies stay aligned with changing customer needs and market conditions
• C) Only conducted for new product launches
• D) Focused exclusively on internal data analysis
  Answer: B) A continuous process that helps companies stay aligned with changing customer needs and market conditions

100. Big data in marketing research refers to:

• A) Small datasets collected from focus groups
• B) Extremely large datasets that can be analyzed to reveal patterns, trends, and associations, especially relating to customer behavior and interactions
• C) Limited data from internal sources
• D) Competitor data analysis
  Answer: B) Extremely large datasets that can be analyzed to reveal patterns, trends, and associations, especially relating to customer behavior and interactions