LECTURE 1

1. The 1998 Data Protection Act (DPA) came into force in :

a) October 1998
b) November 2001
c) October 2001
2. Personal data is :
a) any information which can be used to identify an individual
person
b) the person who makes decisions about how and why personal data will
be processed
c) a number of activities, including collecting or gathering data from
individuals
3. Data controller is :
a) the person who makes decisions about how and why personal
data will be processed
b) any information which can be used to identify an individual person
c) a number of activities, including collecting or gathering data from
individuals
4. Processing of data is :
a) any information which can be used to identify an individual person
b) a number of activities, including collecting or gathering data
from individuals, recording the individual’s data and carrying
out any type of work using the data by whatever means
c) the person who makes decisions about how and why personal data
will be processed
5. Research in common context can be defined as :
a) search for a problem
b) search for knowledge
c) search for solutions
6. the function which links the customer and public to the marketer through
information used to identify and define marketing opportunities and
problems; generate, refine and evaluate marketing actions; monitor
marketing performance; and improve understanding of market as a
process is :
a) the scientific research
 b) commercial research
c) Marketing research
7. This item is not part of Problem Identification Research :
a) Market characteristics research
b) Forecasting research
c) Segmentation Research
8. This item is a part of Problem Solving Research :
a) Segmentation Research
b) Market characteristics research
c) Forecasting research
9. A possible reasons for the company’s stagnant sales could be:
a) The people who are buying the company’s products are old and
retiring. New buyers do not know of the company.
b) difficulties related to the change of seasons
c) To the principle of equity and respect for trade laws
10. The MRS means :
a) Market research society
b) Management research society
c) Marketing research society

LECTURE 2

1. the first step in the research process :

a) RESEARCH METHOD
b) RESEARCH DESIGN
c) FORMULATING THE PROBLEM
2. The scientific method does not include the following steps:
a) Devise a test of the hypothesis
b) Develop a hypothesis
c) Analyse the results
d) Data processing
3. The plan or framework for conducting the study and collecting data is :
a) The research design
b) The RESEARCH METHOD
c) The data collection
4. How many stages do we have in the research process?
 a) 7
b) 5
c) 9
5. What is the fourth stage of the research process?
a) FORMULATING THE PROBLEM
b) RESEARCH DESIGN
c) SAMPLE DESIGN
6. One of these factors is the several important factors you must consider
before you begin in the marketing research :
a) Product usage
b) the foreign market
c) design protection
7. What is the seventh stage of the research process?
a) THE RESEARCH REPORT
b) DATA COLLECTION
c) RESEARCH METHOD
8. What is the second stage of the research process?
a) FORMULATING THE PROBLEM
b) METHOD OF INQUIRY
c) THE RESEARCH REPORT
9. What is the third stage of the research process?
a) RESEARCH METHOD
b) DATA COLLECTION TECHNIQUES
c) SAMPLE DESIGN
10. What are the most important methods in collecting data?
a) Experience and observation
b) Interviews and Experience
c) Interviews and observation

LECTURE 3

1. What are the two basic approaches to dealing with potential errors?
a) Minimize errors through precision in the research design and
Measure or estimate the error or its impact
b) Anticipate potential errors and consult pre-established data
2. The sampling error that occurs when a sample is selected by a
nonprobability method is :
a) Frame error
 b) Selection error
c) Sampling error
3. The POPULATION SPECIFICATION ERROR occurs when :
a) a sample does not accurately represent the population
b) respondents and non-respondents are too different
c) the researcher selects an inappropriate population or universe
from which to obtain data
4. What two types of intervention are needed in controlled experiments?
a) Manipulating at least one causal variable and random assignment
of subjects to experimental and control groups.
b) Experiments related to improper selection of respondents and
experiments related to accuracy of responses
5. The information that someone else researched for a solution to a problem
other than yours is :
a) Secondary information
b) Respondents
c) Primary information
6. Any of these is not a marketing information source :
a) Respondents
b) Secondary information
c) Simulation
d) Primary information
7. What types of evidence can be used to establish causal relationships?
a) Associative variation, sequence of events, absence of other possible
causal factors
b) recurrent observation, effective treatment on the surface and absence
of related causes
8. What determines distribution research?
a) the number of potential customers of a product
b) the number and location of retailers handling the company’s
products
c) the demographic characteristics of the audience being reached by the
current advertising program
9. What determines Market potential?
a) the demographic characteristics of the audience being reached by the
current advertising program
 b) the number and location of retailers handling the company’s products
c) the number of potential customers of a product
10.What determines Promotion research?
a) the number of potential customers of a product
b) The demographic characteristics of the audience being reached by
the current advertising program
c) the number and location of retailers handling the company’s products
LECTURE 4

1. Primary data is :
a) Collected by researcher
b) Collected from research
c) Secondary data sold by syndicated services
2. Commercial data is :
a) Collected from research
b) Secondary data sold by syndicated services
c) Collected by researcher
3. Secondary data is :
a) Data sold by syndicated services
b) Collected from research
c) Collected by researcher
4. What are the two categories of secondary information?
a) Internal secondary data and external secondary data
b) Explicit secondary data and internal secondary data
c) External secondary data and explicit secondary data
5. One of these sources is not an internal secondary data source :
a) submit sales reports
b) record costs
c) Commercial services
6. Publication of the Bureau of the Census that is available online in PDF
format is :
a) The State and Metropolitan Area Data Book
 b) The Census of Population
c) he Census of Housing
7. One of these sources is an external source of secondary data:
a) Trade associations and trade press
b) make engineering reports
c) record costs
8. Planning the collection of primary data :
a) Refining your research question and developing a hypothesis, you
want as much information as possible.
b) Analysing data collection techniques in secondary research can
provide input on what will work for your research project
c) can help establish a framework for your primary research
9. What are the three sources of data?
a) primary data, secondary data, and commercial data
b) Marketing data, primary data and secondary data
c) Secondary data, commercial data and marketing data
10. How many categories does a commercial database have?
a) 3
b) 4
c) 5

LECTURE 5

1. What was one of the first market research tools used?

a) Face to face interviews
b) Observation
c) Self-completion questionnaires
2. What are the advantages of the telephone?
a) Speed and low costs
b) sincerity and honesty
c) Proximity and regularity
3. What is the tool that is used when it is necessary to get people's reactions
to a product or concept that is not practical to bring home or on the street?
a) Face to face interviews
b) Hall tests and clinics
c) Focus groups and depth interviews
4. What is the most used qualitative research technique in Europe and the
United States?
a) Focus groups
b) Observation
c) Hall tests and clinics
5. What is Desk Research?
a) Is an important part in mystery shopping where the fieldworker plays
the role of a member of the public buying or enquiring about the
product and they record the experience in as much detail as possible
on a questionnaire
b) Isthe collection of secondary data from internal sources, the
internet, libraries, trade associations, government agencies, and
published reports
6. What are the advantages of observation?
a) honest and non-intrusive
b) Speed and low-cost
c) Sincerity and honest
7. What are the advantages of self-completion?
a) Ideal tool for the solo researcher and They are best suited for
surveys with many rating scales
b) greater speed, convenience and lower costs 
c) collecting information from the general public with sincerity and
honest
8. How many tools do we have in the research market?
a) 8
b) 9
c) 7
9. How are data on market size obtained?
 a) From secondary data and desk research
b) From primary data and secondary data
c) From desk research and primary data
10. What is the test market?
a) Is one of the best methods of establishing what people will pay for
a product
b) is the experience acquired after the observation
c) is the result obtained after the interviews

LECTURE 6

1. What are the main techniques that are used in qualitative research?
a) Experience, focus groups, observation
b) Focus groups, depth discussions, observation
c) Depth discussions, experience, observation
2. How many key characteristics do focus groups have?
a) 5
b) 7
c) 4
3. Is an advantage of focus groups :
a) Spontaneous comments are encouraged
b) They are subject to bias from dominating respondents
c) The success of the groups depends very much on the moderator
skills and these can be variable
4. Is a disadvantage of discussion groups :
a) They can be difficult to control and sometimes the group
doesn’t gel or have any “dynamic”
b) No brainstorming and therefore less creativity in responses
c) Responses may be over rationalized and not mirror the true
emotions and motivations
5. Is an advantage of Depth interviews :
a) Can provide an objective picture as there is no bias from the use of
respondent words or interviewer intervention
b) An independent view is obtained on a situation
 c) They are good for resolving differences of opinion between
respondents
6. Is a disadvantage of Depth interviews :
a) Not good at answering the why question
b) It is not possible to organize groups if respondents are thin on the
ground
c) No brainstorming and therefore less creativity in responses
7. Is a advantage of Observation :
a) Strong complement to other research techniques such as
watching the body language in interviewing
b) Can accommodate widely scattered respondents
c) It is an excellent medium for showing things like products or
adverts
8. Is a disadvantage of Observation :
a) In a similar way to the above point, they are subject to the herd
instinct (everyone agreeing)
b) Logistically difficult to organize as many actions are in private
and over a long period
c) Leads to the temptation at the analysis stage of counting how many
said one thing and how many the other (strays into quantitative
territory)
9. How many people are usually in the focus groups?
a) 10-20
b) 6-10
c) 20-30
10. Which of the techniques can be in both quantitative and qualitative
research?
a) Observation
b) Depth interviews
c) Focus groups

LECTURE 7

1. What are the major conditions that result from inaccuracies due to
inability to answer?
a) Malfunction, memory error, ignorance error
 b) Memory error, ignorance error, misunderstanding
c) Misunderstanding, ignorance error, malfunction
2. A memory error occurs when:
a) A respondent gives the wrong factual information because he
or she does not remember the details of a specific event
b) Poorly defined terms or words with different meanings can lead to
inaccurate responses
c) This refers to the respondent’s lack of understanding, awareness, or
perception of the question
3. An ignorance error occurs when :
a) A respondent gives the wrong factual information because he or
she does not remember the details of a specific event
b) Poorly defined terms or words with different meanings can lead to
inaccurate responses
c) This refers to the respondent’s lack of understanding,
awareness, or perception of the question
4. A misunderstanding occurs when :
a) A respondent gives the wrong factual information because he or
she does not remember the details of a specific event
b) Poorly defined terms or words with different meanings can
lead to inaccurate responses
c) This refers to the respondent’s lack of understanding, awareness, or
perception of the question
5. A non-response error occurs when :
a) An individual is included in the sample but, for any of many
possible reasons, is not reached or does not complete the survey
b) This refers to the respondent’s lack of understanding, awareness, or
perception of the question
c) A respondent gives the wrong factual information because he or
she does not remember the details of a specific event
6. How many main sources of error do we have in online surveys?
a) 5
b) 6
c) 4
7. Coverage error occurs when :
a) a non-representative sample is drawn from the sampling frame
b) the sample frame (the group from which the sample is drawn)
does not represent the population as a whole
c) A respondent gives the wrong factual information because he or
she does not remember the details of a specific event
8. The result of the measurement process itself and represents the
difference between the information generated on the measurement
scale and the true value of the information is :
a) Measurement
b) Non-response error
c) Sampling error
9. Sampling error occurs when :
a) a non-representative sample is drawn from the sampling
frame
b) A respondent gives the wrong factual information because
he or she does not remember the details of a specific event
c) An individual is included in the sample but, for any of many
possible reasons, is not reached or does not complete the survey
10. How many procedural steps do we have?
a) 4
b) 3
c) 5

LECTURE 8

1. The most serious problem with mail surveys is

a) Nonresponse
b) Late answer
c) Short answer
2. An identifying sponsorship that provides “approval and support for a
survey from an individual or organization.” Is :
a) Cover letters
b) Endorsement
 c) Official letters
3. The obvious advantage of on-site interviews is :
a) better visibility and efficient data processing
b) that the respondent is usually in a proper state of mind and has
better task and product recall
c) the correspondent is identified quickly and allows an open
approach
4. Not an advantage of the concepts:
a) They offer an opportunity to obtain immediate response
b) They potentially provide more depth of response than non-face-to-
face interviews
c) a clear and precise identification of the correspondent
5. Why intercept studies are less expensive than door-to-door
interviewing?
a) travel time and the “not-at-home problem” are eliminated
b) because the connection is fast
c) because the tool is accessible to all
6. The obvious advantage of on-site interviews is :
a) that the respondent is usually in a proper state of mind and has
better task and product recall
b) the correspondent is identified quickly and allows an open
approach
c) better visibility and efficient data processing
7. How many types of on-site research interviews are there?
a) 6
b) 7
c) 5
8. Who is Research Dimensions International's partner?
a) Adam smith
b) D. Riccardo
c) David Kay
9. Personal interviews are :
a) effective at home and the workplace, contacting respondents on
this individual level can be time-consuming and expensive
b) face-to-face surveys where an interviewer asks questions
directly to a respondent
10. Is a limit of intercepts :
 a) A large number of respondents from a wide geographic area can be
interviewed in a limited time
b) The interview time constraint is more severe with intercepts
than with other personal interviewing methods
c) They potentially provide more depth of response than non-face-to-
face interviews

LECTURE 9

1. How many steps do we have in planning sample?

a) 7
b) 6
c) 5
2. What is the first step in planning sample?
a) Define population
b) Sample size
c) Sample design
3. In behavioural science research, what elements are most often
included by interviewer judgment, convenience, or other non-
probabilistic (non-random) processes?
a) Questionnaires
b) Samples
c) Observations
4. A unit of the population chosen during the sampling process is :
a) The sampling unit
b) The sampling frame
c) The sampling circuit
5. A physical listing of elements within the population is :
a) The sampling unit
b) The sampling frame
c) The sampling circuit
6. When examining a sampling frame, does Dillman (2007) need to ask
how many questions on any potential sampling list?
a) 5
b) 7
 c) 6
7. There are two traditional cost categories :
a) fixed costs and variable costs
b) overhead costs and variable costs
c) fixed costs and overhead costs
8. What is the last step in sample planning?
a) Sample size
b) Costs of sampling
c) Execution of sampling process
9. the most commonly employed non-probability sampling procedure is :
a) Convenience sampling

b) The quota sample

c) Snowball sampling
10. The rather colourful name given to the procedure where initial
respondents are selected randomly, but you collect referrals from the
initial group for additional respondents is :
a) Snowball sampling

b) Convenience sampling

c) The quota sample

LECTURE 10

1. The Outcome Variable is :

a) The variable that affects another variable within the
experiment
b) the variable that changes when the treatment variable
changes
c) the variables that you don’t manipulate in the study
2. The “Treatment” Variable is :
a) The variable that affects another variable within the
experiment
 b) the variable that changes when the treatment variable changes
c) the variables that you don’t manipulate in the study
3. Extraneous Variables is :
a) The variable that affects another variable within the experiment
b) the variable that changes when the treatment variable changes
c) the variables that you don’t manipulate in the study
4. How many types of validity are there?
a) 4
b) 5
c) 6
5. Not a primary error of external validity :
a) Reactive Effect of Testing
b) Reactive Effects of Experimental Situation
c) Statistical Regression
6. What two types of statistical design are accepted?
a) Time-series and trend designs
b) completely randomized designs and factorial designs
c) Factorials designs and trend designs
7. A cohesive group of questions that receive similar treatment is :
a) Focus groups
b) Question blocks
c) Discussion groups
8. How many basic steps are advanced online quizzes including
experiments built?
a) 5
b) 6
c) 7
9. The simplest form of statistical design, where test units (samples,
population, etc.) are assigned to experiment groups on a completely
random basis is :
a) The completely randomized design
 b) Factorial designs
c) Latin square designs
10. How many types of conceptions qualified as pre- or quasi-
experimental are there?
a) 4
b) 3
c) 5

LECTURE 11

1. How many steps do we have in designing a questionnaire?

a) 7
b) 8
c) 9
2. What is the fourth step in designing a questionnaire?
a) Put the questions into an appropriate sequence
b) Develop the response format
c) Refine the question phrasing
3. What is the first step in designing a questionnaire?
a) Make a rough listing of the questions
b) Pretext and revise
c) Decide what information is required
4. There are five people to take into consideration when designing
a questionnaire:
a) Client, Researcher, Interviewer , Respondent, Data-processor
b) the entourage, the consultants, respondent, client, Interviewer
c) Costumer, Researcher, Consultants, Interviewer, data-processor
5. What are the methods of administration when the type of study is
qualitative study?
a) Depth Telephone, Face-to-face, Focus groups
b) Telephone, Face-to-face
c) Telephone, Face-to-face, Self completion
6. What are the methods of administration when the type of study is
Large, quantitative study?
a) Depth Telephone, Face-to-face, Focus groups
b) Telephone, Face-to-face
 c) Telephone, Face-to-face, Self completion
7. What are the methods of administration when the type of study is
Business to business studies; investigative consumer studies?
a) Depth Telephone, Face-to-face, Focus groups
b) Telephone, Face-to-face
c) Telephone, Face-to-face, Self completion
8. What are the types of surveys when the question type is Behavioural?
a) Surveys to find out market size, market shares, awareness
and usage
b) Image and attitude surveys. Brand mapping studies. Customer/
employee satisfaction surveys
c) All surveys
9. What is the information sought when the question type is
classification?
a) Factual information on what the respondent does or what they own.
Also the frequency with which certain actions are carried out.
b) What people think of products, services or brands. Their image and
ratings of things. Why they do things.
c) Information that can be used to group respondents to see how
they differ, one from the other – such as their age, gender,
social grade, location of household, type of house, family
composition.
10.What the types of surveys when the question type is attitudinal?
a) Surveys to find out market size, market shares, awareness
and usage
b) Image and attitude surveys. Brand mapping
studies. Customer/ employee satisfaction surveys
c) All surveys
LECTURE 12

1. What multivariate techniques are used for homogeneous

segmentation?
a) factor analysis and cluster analysis
b) Analysis of effects and analysis of circumstances
c) Cluster analysis and analysis of circumstances
2. On the attitude attributes themselves and where a lot of attitude
questions have been asked, it reduces them to a smaller number of
component factors or groupings of attitudes which on the basis of
responses appear to be empirically linked, focuses :
a) Analysis of effects
b) Factor analysis
c) Analysis of circumstances
3. Focuses on the respondents themselves. As the term implies, it
groups or groups data into relatively homogeneous groups based on
their attitudes towards the product is:
a) Cluster analysis
b) Factor analysis
c) Analysis of effects
4. What is the most expensive research process?
a) Quantitative research
b) The scientific research
c) Qualitative research
5. This is not something the researcher seeks to do in analysing
qualitative market research data:
a) Identify themes showing how and where they originate
b) Clarifying the meaning of these themes in the context of
the research project
c) Understanding consumer behaviour
6. This is something the researcher seeks to do in analysing qualitative
market research data :
a) Understanding consumer behaviour
b) Identify themes showing how and where they originate
c) Understand internal and external opinions
7. In which type of research the samples are the smallest?
a) Qualitative research
b) Quantitative research
c) Marketing research
8. What is the most common type of conjoint analysis?
a) The trade-off approach
b) Full profile analysis
c) Restricted profile analysis
9. A sophisticated technique and there are technical issues that need to
be considered is :
a) Restricted analysis
b) Full profile analysis
c) Conjoint analysis
10. What is the result of the relationship between two or three variables,
used in market research?
a) Multivariate analysis
b) Factor analysis
c) Cluster analysis