The main purpose of marketing research is
A) To provide accurate information for decision-making
B) To increase sales directly
C) To develop advertising slogans
D) To train marketing staff
Answer: A
The first step in the marketing research process is
A) Defining the problem and research objectives
B) Collecting secondary data
C) Designing the questionnaire
D) Analyzing results
Answer: A
The final step in the marketing research process is
A) Presenting findings and making decisions
B) Data collection
C) Problem definition
D) Sampling design
Answer: A
Marketing research is most valuable when
A) Decisions are uncertain and costly
B) The problem is trivial
C) Time is unlimited
D) There are no competitors
Answer: A
The marketing research process consists of
A) Defining problem, developing plan, collecting data, analyzing, and reporting
B) Brainstorming, selling, advertising, and budgeting
C) Planning, recruiting, testing, and pricing
D) None of the above
Answer: A
Exploratory research is used to
A) Gather preliminary information to define problems and suggest hypotheses
B) Quantify data precisely
C) Test causal relationships
D) Estimate market size only
Answer: A
Descriptive research aims to
A) Describe market characteristics and functions
B) Find cause-and-effect relationships
C) Explore new ideas
D) Eliminate hypotheses
Answer: A
Causal research is conducted to
A) Test hypotheses about cause-and-effect relationships
B) Explore broad market ideas
C) Collect opinions only
D) Describe demographics
Answer: A
Secondary data refers to
A) Information collected for another purpose
B) New information gathered for the study
C) Experimental data only
D) Company financials
Answer: A
Primary data is
A) Original information collected for the specific purpose at hand
B) Previously published data
C) Government data
D) Historical archives
Answer: A
One advantage of secondary data is
A) It is less expensive and faster to obtain
B) It is always current and accurate
C) It replaces primary research
D) It eliminates sampling
Answer: A
A disadvantage of secondary data is that
A) It may be outdated or collected for a different purpose
B) It’s always more accurate
C) It’s never accessible
D) It requires no analysis
Answer: A
Primary data can be collected through
A) Observation, surveys, and experiments
B) Published articles only
C) Company annual reports
D) Internal accounting records
Answer: A
Observational research involves
A) Watching people’s actions and situations without direct contact
B) Asking respondents questions
C) Conducting experiments
D) Using historical data
Answer: A
Survey research is used to
A) Gather descriptive information about people’s knowledge, attitudes, and preferences
B) Measure cause-effect relationships
C) Analyze competitors
D) Record sales data
Answer: A
Experimental research is used to
A) Identify cause-and-effect relationships through controlled testing
B) Describe market share
C) Measure opinions only
D) Monitor competitors
Answer: A
Focus groups are
A) Guided discussions with small groups of people to gather insights
B) One-on-one interviews
C) Telephone surveys
D) Data analytics reports
Answer: A
The sampling plan includes
A) Who is to be studied, how many, and how they are selected
B) Advertising budget
C) Market pricing
D) Product development process
Answer: A
Population in research means
A) The entire group of people relevant to the study
B) A subset of respondents
C) Only loyal customers
D) Company employees
Answer: A
A sample is
A) A segment of the population chosen to represent the whole
B) The entire population
C) The research hypothesis
D) Secondary data
Answer: A
A probability sample gives
A) Every population member a known chance of selection
B) Only selected customers a chance
C) No statistical validity
D) Biased outcomes
Answer: A
A non-probability sample
A) Relies on the researcher’s judgment rather than random selection
B) Ensures statistical representativeness
C) Always produces precise results
D) Is used in census surveys
Answer: A
Questionnaire design should ensure
A) Clarity, neutrality, and relevance
B) Complexity and technicality
C) Confusion to test accuracy
D) Unstructured answers only
Answer: A
Closed-ended questions provide
A) Fixed response options
B) Freedom of expression
C) Only qualitative data
D) Unstructured opinions
Answer: A
Open-ended questions allow
A) Respondents to answer in their own words
B) Multiple-choice responses
C) Numerical data only
D) Limited interpretation
Answer: A
Fieldwork refers to
A) Data collection in the real environment
B) Data analysis only
C) Statistical testing
D) Hypothesis framing
Answer: A
The research instrument includes
A) The tools used for data collection, such as questionnaires or devices
B) Marketing budgets
C) Company reports
D) Segmentation tables
Answer: A
Data analysis involves
A) Converting raw data into meaningful insights
B) Writing reports
C) Designing samples
D) Conducting interviews
Answer: A
Cross-tabulation is used to
A) Examine relationships between two or more variables
B) Measure pricing
C) Identify only one trend
D) Prepare visuals
Answer: A
The marketing information system (MIS) provides
A) Continuous flow of information for marketing decisions
B) Advertising content
C) Employee training
D) Budget allocation
Answer: A
Exploratory research is most useful when
A) The problem is not well defined
B) Quantitative data is needed
C) The solution is known
D) The hypothesis is proven
Answer: A
Descriptive research answers questions like
A) Who, what, when, where, and how
B) Why only
C) None of the above
D) Only who and why
Answer: A
Causal research is conducted
A) To test cause-and-effect relationships
B) To describe general trends
C) To collect random opinions
D) To review past literature
Answer: A
Marketing research differs from marketing intelligence in that
A) Research collects specific information for a particular problem
B) Intelligence monitors ongoing external data
C) They are identical
D) Research only uses secondary data
Answer: A
A pilot study is
A) A small-scale preliminary test of research methods
B) A full-scale project
C) Data entry process
D) A customer loyalty analysis
Answer: A
Ethnographic research involves
A) Observing consumers in their natural settings
B) Running online surveys
C) Analyzing financial data
D) Writing focus group reports
Answer: A
Observation research is most suitable when
A) Respondents cannot or will not verbalize opinions
B) Detailed feedback is required
C) High precision is unnecessary
D) Large samples are unavailable
Answer: A
Experimental design includes
A) Control groups and treatment variables
B) Price determination
C) Advertising frequency
D) Distribution costs
Answer: A
Sampling error occurs due to
A) Difference between sample results and true population values
B) Data accuracy
C) Random data collection
D) Wrong hypothesis
Answer: A
Non-sampling error results from
A) Human mistakes or faulty data collection
B) Random selection
C) Correct methods
D) Statistical software
Answer: A
Quantitative research focuses on
A) Measuring numerical data and relationships
B) Understanding deep motivations
C) Collecting verbal responses
D) Exploring unstructured ideas
Answer: A
Qualitative research helps
A) Understand consumer motivations, beliefs, and feelings
B) Measure exact market share
C) Forecast prices
D) Quantify sales data
Answer: A
Online marketing research is growing due to
A) Speed, cost-efficiency, and real-time insights
B) Lack of accuracy
C) Limited reach
D) Poor data quality
Answer: A
Mobile research enables
A) Gathering data through smartphones and tablets
B) Factory audits
C) Warehouse inspections
D) Trade promotions
Answer: A
Big data analytics in marketing helps
A) Analyze massive datasets for hidden patterns and predictions
B) Replace marketing strategy
C) Eliminate research design
D) Avoid sampling
Answer: A
CRM systems integrate with research to
A) Track and analyze customer interactions for insights
B) Increase production
C) Replace focus groups
D) Automate pricing
Answer: A
Data visualization aids researchers by
A) Presenting complex data in clear, graphic formats
B) Replacing analysis
C) Collecting raw data
D) Writing surveys
Answer: A
Marketing decision support system (MDSS) assists managers
A) In interpreting data and making better marketing decisions
B) In hiring salespeople
C) In creating advertisements
D) In designing packaging
Answer: A
Ethics in marketing research require
A) Respecting respondent privacy and ensuring transparency
B) Hiding true research purpose
C) Manipulating responses
D) Selling respondent data
Answer: A
The ultimate goal of marketing research is
A) To support decision-making and reduce uncertainty
B) To increase advertising only
C) To expand departments
D) To maximize data collection regardless of use
Answer: A
Marketing research improves decision-making by
A) Reducing uncertainty with accurate insights
B) Eliminating all risks
C) Guaranteeing sales growth
D) Replacing managers
Answer: A
The most important step in research is
A) Defining the problem correctly
B) Printing reports
C) Writing interview scripts
D) Hiring analysts
Answer: A
Good problem definition requires
A) Working closely with management to clarify decisions
B) Asking consumers only
C) Reviewing past ads
D) Starting surveys immediately
Answer: A
A research objective describes
A) What information must be obtained
B) Company profits
C) Past sales figures only
D) Competitor advertising
Answer: A
In marketing research, pilot testing helps
A) Refine survey instruments before full rollout
B) Replace sampling
C) Finalize conclusions
D) Remove bias automatically
Answer: A
A research plan details
A) Data sources, methods, instruments, and budget
B) Advertising schedule
C) Warehouse storage
D) Sales incentives
Answer: A
Primary data collection begins after
A) Research design is finalized
B) Budget approval only
C) Competitor analysis
D) Brand launch
Answer: A
The most flexible research method is
A) Personal interviewing
B) Postal survey
C) Observation only
D) Warranty tracking
Answer: A
In marketing research, reliability refers to
A) Consistency and repeatability of results
B) Creativity of questions
C) Financial accuracy
D) Legal compliance
Answer: A
Validity means
A) Research measures what it intends to measure
B) Questions are short
C) Survey is printed
D) Budget is approved
Answer: A
Exploratory research uses
A) Interviews, focus groups, and qualitative techniques
B) Strict numerical testing only
C) Experimental design
D) Factory audits
Answer: A
Descriptive research best identifies
A) Market characteristics
B) Emotional triggers only
C) Pricing errors
D) Internal policies
Answer: A
Causal research tests
A) Cause-and-effect relationships
B) Brand loyalty
C) Market size
D) Packaging appeal
Answer: A
The research brief prepares
A) A summary for management approval
B) Sales report
C) Customer complaint log
D) Legal documentation
Answer: A
Ethical research practice ensures
A) Privacy, consent, and fair data handling
B) Selling data to third parties
C) Forcing responses
D) Hiding research purpose
Answer: A
A double-barreled question
A) Asks two things at once, causing confusion
B) Is easy to understand
C) Reduces bias
D) Improves clarity
Answer: A
A leading question
A) Suggests a desired answer to respondents
B) Encourages neutrality
C) Improves validity
D) Reduces bias
Answer: A
In research, scaling refers to
A) Measuring attitudes or responses numerically
B) Selecting samples
C) Storing large files
D) Collecting addresses
Answer: A
Likert scale measures
A) Degree of agreement or disagreement
B) Purchase frequency only
C) Household income
D) Geographic location
Answer: A
A semantic differential scale uses
A) Bipolar adjectives to measure attitude
B) Numeric frequency
C) Customer complaints
D) Purchase logs
Answer: A
Non-response error occurs when
A) Certain respondents do not participate
B) Questions contain bias
C) Sample is too large
D) Responses are identical
Answer: A
Response bias happens when
A) Respondents provide inaccurate answers intentionally or unintentionally
B) Data is correct
C) Surveys are long
D) Sample size is large
Answer: A
Interviewer bias occurs when
A) Interviewer influences responses
B) Research is online
C) Questions are closed-ended
D) Survey is anonymous
Answer: A
Observation bias means
A) Observer’s presence influences behavior
B) Data is numerical
C) Consumer is unaware
D) Responses are omitted
Answer: A
Random sampling helps
A) Ensure fairness and reduce selection bias
B) Increase cost
C) Force respondents
D) Speed up analysis
Answer: A
Convenience sampling is chosen because
A) Respondents are easy to reach
B) It provides statistical accuracy
C) It avoids bias always
D) It ensures randomness
Answer: A
Quota sampling ensures
A) Specific proportions of subgroups are represented
B) Randomness
C) Experimental control
D) Statistical elimination
Answer: A
Focus group moderator role
A) Guides discussion and probes deeper insights
B) Validates balance sheet
C) Designs software
D) Predicts stocks
Answer: A
A discussion guide is used in
A) Focus groups
B) Census
C) Data coding
D) Financial planning
Answer: A
Neuromarketing measures
A) Brain and physiological responses to marketing stimuli
B) Demographics
C) Product sales
D) Advertising cost
Answer: A
Behavioral tracking uses
A) Digital analytics to study online actions
B) Phone books
C) Physical interviews only
D) Store receipts alone
Answer: A
Eye-tracking is used to study
A) Attention to ads or packaging
B) Memory recall only
C) Price sensitivity
D) Distribution channels
Answer: A
A/B testing helps
A) Compare two versions to identify better performance
B) Conduct interviews
C) Build brand identity
D) Predict inflation
Answer: A
Market experiment involves
A) Manipulating variables in real or simulated settings
B) Asking open questions only
C) Reviewing blogs
D) Guesswork
Answer: A
Online panels consist of
A) Pre-recruited respondents who participate in surveys
B) Credit card users
C) Government officers
D) Only shoppers
Answer: A
CATI refers to
A) Computer-assisted telephone interviewing
B) Consumer attitude tracking index
C) Creative advertising tool
D) Company asset tracking
Answer: A
CAWI means
A) Computer-assisted web interviewing
B) Customer analysis web index
C) Company annual web input
D) Category weighted interview
Answer: A
CAPI stands for
A) Computer-assisted personal interviewing
B) Consumer-analysis purchase index
C) Campaign advertising plan instruction
D) Category price index
Answer: A
Sample frame refers to
A) List of all units from which a sample is selected
B) Survey report
C) Questionnaire type
D) Field research method
Answer: A
Non-sampling error includes
A) Data entry mistakes or misinterpretation
B) Natural variation
C) Random selection
D) Normal variance
Answer: A
Snowball sampling works by
A) Asking existing respondents to refer others
B) Random draws
C) Cluster division
D) Lottery selection
Answer: A
Big data in research enables
A) Deeper predictive insights and pattern discovery
B) Eliminating all errors
C) Minimizing storage
D) Ending segmentation
Answer: A
A data warehouse is
A) Central storage for vast amounts of structured data
B) Warehouse for products
C) Customer service department
D) Computer program
Answer: A
Data mining uncovers
A) Hidden patterns and relationships in data
B) Prices
C) Competitors’ profits
D) Inventory locations
Answer: A
A dashboard in research displays
A) Real-time key metrics visually
B) Survey code sheets
C) Phone interviews
D) Competitor brands
Answer: A
Ethnography studies consumers by
A) Observing them in natural environments
B) Phone surveys
C) Reviewing reports
D) Random email polls
Answer: A
Content analysis involves
A) Systematically evaluating textual or multimedia materials
B) Asking direct questions
C) Logistic tracking
D) Sales auditing
Answer: A
Sentiment analysis monitors
A) Customer feelings and opinions in text data
B) Product shipment
C) Payment history
D) Org charts
Answer: A
Non-response bias arises when
A) Those who do not respond differ significantly from respondents
B) Everyone responds equally
C) Population is small
D) Surveys are perfect
Answer: A
The final goal of research reporting is
A) Provide actionable recommendations to management
B) Describe tables only
C) Impress readers with charts
D) Increase page count
Answer: A
Marketing research becomes essential when
A) Decision making requires data-based insight
B) Market is simple and predictable
C) Sales are guaranteed
D) Competition is zero
Answer: A
In research, management decision problem focuses on
A) Action to be taken
B) Data coding
C) Hypothesis formulation
D) Survey length
Answer: A
The research objective should always be
A) Clear, specific, and measurable
B) Broad and vague
C) Based on assumptions only
D) Chosen after data collection
Answer: A
Exploratory research often uses
A) Focus groups and in-depth interviews
B) Controlled experiments
C) Census surveys
D) Price tests
Answer: A
A research brief is typically prepared by
A) The client firm seeking research
B) Respondents
C) Advertising agency
D) Distributors
Answer: A
A research proposal is prepared by
A) The research agency
B) Customers
C) Media planners
D) Auditors
Answer: A
A concept test evaluates
A) Consumer reactions to new product ideas
B) Sales force efficiency
C) Channel performance
D) Competitor pricing
Answer: A
Consumer panels are useful for
A) Tracking behavior over time
B) Single-time interviews
C) Testing a new slogan only
D) Product placement
Answer: A
A pilot survey helps
A) Test questionnaire validity
B) Replace full research
C) Predict competitor moves
D) Increase price accuracy
Answer: A
Longitudinal research tracks data
A) Over time from same respondents
B) Only once
C) Only from secondary sources
D) Without design
Answer: A
A cross-sectional study
A) Collects data at one point in time
B) Studies long-term patterns
C) Tests hypothesis only
D) Replaces causal research
Answer: A
Mystery shopping is a form of
A) Observation research
B) Social media analysis
C) Telephone survey
D) Experimental research
Answer: A
Neuroscience marketing research studies
A) Consumer brain responses
B) Only demographics
C) Delivery logistics
D) Retail layout
Answer: A
Sentiment analysis is used to
A) Examine customer emotions from text or online content
B) Calculate price elasticities
C) Build distribution maps
D) Segment by geography
Answer: A
Web analytics measure
A) User behavior on digital platforms
B) Physical store design
C) Delivery operations
D) Warranty claims
Answer: A
Cookies, clickstream, and heatmaps help assess
A) Online user behavior
B) Voice tone
C) Political opinions
D) Celebrity endorsements
Answer: A
A good questionnaire should be
A) Clear, concise, and unbiased
B) Complex and academic
C) Confusing to filter respondents
D) Emotionally leading
Answer: A
Leading questions should be
A) Avoided because they bias responses
B) Encouraged for clarity
C) Used to confirm assumptions
D) Mandatory in all surveys
Answer: A
Double-barreled questions
A) Ask two things at once — to be avoided
B) Improve accuracy
C) Simplify responses
D) Provide hypothesis
Answer: A
Likert scale measures
A) Attitudes or levels of agreement
B) Eye movement
C) Market size
D) Cost efficiency
Answer: A
Semantic differential scale uses
A) Opposite adjective pairs to measure attitudes
B) Only numeric scores
C) Only yes/no options
D) Only demographics
Answer: A
Purchase intention scale predicts
A) Likelihood of buying a product
B) Media reach
C) Price sensitivity
D) Service failure
Answer: A
Conclusive research is designed to
A) Test specific hypotheses
B) Explore unknown ideas only
C) Replace exploratory research
D) Avoid sampling
Answer: A
Nonresponse bias occurs when
A) Those who respond differ from those who don’t
B) Questions are too many
C) Interview is long
D) Incentives are offered
Answer: A
Response bias occurs due to
A) Incorrect or dishonest answers
B) Correct completion
C) Random sampling
D) Statistical testing
Answer: A
Convenience sample is used when
A) Time and resources are limited
B) Precision is required
C) Probability is essential
D) Census is needed
Answer: A
Snowball sampling is ideal for
A) Hard-to-reach populations
B) Mass surveys
C) Retail store research
D) Online campaigns only
Answer: A
Data quality depends on
A) Accuracy, completeness, and validity
B) Only sample size
C) Software used
D) Budget
Answer: A
A coding frame is used to
A) Convert data into analyzable format
B) Recruit respondents
C) Print reports
D) Segment markets
Answer: A
Sampling frame refers to
A) List of units from which sample is drawn
B) Online ad layout
C) Focus group schedule
D) Survey logic
Answer: A
Dummy tables are created to
A) Plan data analysis tables before data collection
B) Present final results
C) Replace coding
D) Validate hypotheses automatically
Answer: A
Data cleaning removes
A) Errors, duplicates, and inconsistencies
B) Positive responses
C) Missing competitors
D) Market noise
Answer: A
Bias in surveys leads to
A) Distorted results
B) More accuracy
C) Higher response rate
D) Lower cost
Answer: A
Validity ensures
A) Measurement accuracy
B) Speed
C) Cost control
D) High sample size
Answer: A
Reliability ensures
A) Consistency across repeated measures
B) Perfect prediction
C) Higher population
D) A single response method
Answer: A
Standard deviation measures
A) Variability of data
B) Average satisfaction
C) Growth rate
D) Market demand
Answer: A
Correlation analysis helps
A) Measure association between two variables
B) Replace segmentation
C) Build distribution channels
D) Determine creativity
Answer: A
Random error occurs
A) By chance
B) By bias
C) From sampling frame
D) Through coding
Answer: A
Systematic error occurs
A) Due to consistent bias
B) Random mistakes
C) Statistical assumptions
D) Market changes
Answer: A
Confidence interval shows
A) Range within which true value lies
B) Data entry speed
C) Media reach
D) Advertising recall
Answer: A
Ethical research requires
A) Informed consent and confidentiality
B) Hidden objectives
C) Selling respondent data
D) Manipulation
Answer: A
Fraudulent responses can be minimized by
A) Screening and verification checks
B) Paying more incentives
C) Shorter branding
D) Single-source data
Answer: A
Research debriefing follows
A) Experimental studies
B) Questionnaire printing
C) Data editing
D) Advertising
Answer: A
Marketing dashboards provide
A) Real-time data visualization for decision-making
B) Product catalogs
C) Customer complaints only
D) Internal HR data
Answer: A
Real-time analytics is useful for
A) Immediate campaign adjustments
B) Long-term archival storage
C) Recruiting sales staff
D) Setting office rent
Answer: A
Ethnography allows researchers to
A) Immerse themselves in consumer environment
B) Calculate ROI
C) Monitor competitors
D) Launch promotions
Answer: A
Diary methods help track
A) Consumer activities and behaviors over time
B) Retail merchandising
C) Production cycles
D) Employee turnover
Answer: A
Big data typically features
A) Volume, variety, and velocity
B) Small datasets only
C) Slow data only
D) Manual coding
Answer: A
Predictive modeling uses
A) Historical data to forecast behavior
B) Only opinions
C) Random guessing
D) Small samples only
Answer: A
The core benefit of marketing research is
A) Better decisions with lower uncertainty
B) Higher cost only
C) Mandatory surveys
D) Bigger advertising budgets
Answer: A
