Marketing Research

Quiz 3 (V.1)
Time Allowed: 30 Minutes
Student Name:
Student ID:
Section: A

Objective

1) Which of the following is not a consideration 5) Which statement is not true about research
when making the decision to conduct marketing design?
research?
A) Research design is a framework for conducting
A) the consumer's attitude toward research the marketing research project.
B) the costs versus the benefits of research B) Research design specifies the measurement and
C) the resources available to conduct the research scaling procedures.
D) the resources available to implement the research C) Research design is undertaken before developing
findings the approach to the problem.
D) Research design is undertaken after the
2) Which of the following is not an example of a marketing research problem is defined.
full-service supplier (Figure 1.4 in the text)?
6) Typically, a ________ involves the tasks of
A) syndicated services designing the information needed, specifying the
B) customized services measurement and scaling procedures, and
C) Internet services developing a plan of data analysis.
D) analytical services
A) research classification
B) research design
3) The ________ is a broad statement of the C) design formulation
general problem and identification of the specific D) none of the above
components of the marketing research problem.
7) The ________ for primary data is very involved
A) problem audit and the ________ is high.
B) management problem
C) problem definition A) collection purpose; collection time
D) none of the above B) collection process; collection cost
C) collection process; collection purpose
4) The need for the researcher to understand the D) collection cost; collection time
nature of what decision managers face and what
they hope to learn from research is one of the 8) Whenever a new marketing research problem is
reasons to conduct ________. being addressed, ________ research must be
preceded by appropriate ________ research.
A) discussions with decision makers
B) interview with experts A) qualitative; quantitative
C) secondary data analysis B) observational; experimental
D) qualitative research C) quantitative; qualitative
D) experimental; observational
Marketing Research
Quiz 2 (V.1)
Time Allowed: 30 Minutes
Student Name:
Student ID:
Section: A

9) Decisions related to the ________ portion of the 10) ________ means that the factor or variable
mail interview package involve sponsorship, being investigated should be the only possible
personalization, and type of appeal (Table 6.1 in the causal explanation.
text).
A) The time order of occurrence of variables
A) outgoing envelope B) The role of evidence
B) cover letter C) Concomitant variation
C) questionnaire D) The absence of other possible causal factors
D) incentive

Subjective

Q1. List the six Ws of descriptive research and give an example of each. What are projective
techniques, and what do they seek to discover? Explain qualitative research and how is it
conducted? How could qualitative research be used in the context of the article “Consumer
perspectives on eco-friendly packaging: An Indian context”

Q2. What are the real-world considerations that prevent experimentation from achieving its optimal
effectiveness? Distinguish between natural and contrived observation. In the context of the
article “8 in 10 Thais experience mental health issues, with Gen Zs feeling the loneliest” discuss
the use of social media as a source of secondary data
Marketing Research
Quiz 3 (V.2)
Time Allowed: 30 Minutes
Student Name:
Student ID:
Section: A

Objective

1) Which of the tasks below might be conducted by 5) If there were a need to isolate key variables and
the researcher during the "problem definition," the relationships for further examination, it would be
"development of an approach to the problem," or best to perform ________.
the "research design formulation" steps of the
marketing research process? A) descriptive research
B) causal research
A) analysis of secondary data C) exploratory research
B) interviews with industry experts D) conclusive research
C) qualitative research
D) all of the above 6) Which of the following tasks is not a component
of research design?
2) Marketing research helps the marketing manager
link the ________ with the ________ and the A) Design the exploratory, descriptive, and/or causal
customer groups. phases of the research.
B) Construct and pretest a questionnaire
A) marketing variables; environment (interviewing form) or an appropriate form for data
B) marketing variables; marketing information collection.
system C) Specify the sampling process and sample size.
C) marketing information system; environment D) Develop hypotheses.
D) none of the above
7) Which of the following is not a disadvantage of
3) The interaction between the decision maker and secondary data?
the researcher should be characterized by the
seven Cs. Which of the following is not one of the A) The objectives, nature, and methods used to
seven Cs? collect the secondary data may not be appropriate
to the present situation.
A) continuity B) Secondary data may be lacking in accuracy.
B) communication C) Secondary data may be expensive and time
C) causality consuming.
D) candor D) Secondary data may not be completely current or
dependable
4) ________ is an unstructured, exploratory
research methodology based on small samples 8) The ________ is one type of qualitative research
intended to provide insight and understanding of in which the purposes of the project are disclosed
the problem setting. to the respondent or are obvious, given the nature
of the interview.
A) Primary research
B) Qualitative research A) indirect approach
C) Secondary research B) direct approach
D) Quantitative research C) focus group approach
D) descriptive approach
9) Limitations of e-mail surveys include all of the
following except ________.

A) Questionnaires cannot utilize programmed skip

patterns, logic checks, or randomization 10) ________ is the extent to which a cause, X, and
B) Skipping instructions (e.g., "If the answer to an effect, Y, occur together or vary together in the
question 5 is yes, go to question 9") must appear way predicted by the hypothesis under
explicitly, just as on paper consideration.
C) There is inherent self-selection bias
D) Some e-mail software products limit the length of A) The time order of occurrence of variables
the body of an e-mail message B) The role of evidence
C) Concomitant variation
D) The elimination of other possible factors

Subjective

Q1. What are projective techniques? What are the four types of projective techniques? What are
the requirements for inferring a causal relationship between two variables? Elucidate the
implementation of surveys in mobile marketing research and explain how this could enhance
the findings of the article “8 in 10 Thais experience mental health issues, with Gen Zs feeling the
loneliest”.

Q1. Explain how content analysis could be employed in the analysis of open-ended questions.
Comment on the relative advantages and disadvantages of using such a method. What is
descriptive research design? What is its purpose? Describe the term association technique. Give
an example of how this technique could be useful in reference to the article “Consumer
perspectives on eco-friendly packaging: An Indian context”.