Lesson 4.5: Marketing Research (ACTIVITIES)

Question 1

Which of these is the best definition of a market-oriented business?

a. The firm does market research after launching a product
b. The firm produces a good that it believes will be successful
c. The firm does market research before designing a new product

Answer 1

The firm does market research before designing a new product

Question 2

Which of the following questions is market research not likely to find an answer to?
A. Would consumers be likely to buy my product?
B. Which method of production should I use?
C. What price would consumers be likely to pay?
D. Which businesses will be the main competitors?

Answer 2

Would consumers be likely to buy my product?

Question 3

In market research, a sample is defined as:
A. a trial of the product so that consumers can test it at home
B. a gift to the consumer
C. all of the potential consumers of a product
D. a group selected from all of the potential product consumers

Answer 3

a group selected from all of the potential product consumers

Question 4

T/F: ‘Marketing research’ can be a broader term than ‘case study’, covering research into the whole of the marketing process.

Answer 4

TRUE

Question 5

T/F: ‘Primary research’ is sometimes called ‘desk research’.

Answer 5

FALSE

it is secondary

Question 6

T/F: Primary research should always be carried out before secondary research is considered.

Answer 6

FALSE

Question 7

T/F: Quantitative research requires much larger numbers of respondents than qualitative

Answer 7

TRUE

Question 8

T/F: ‘Questionnaire’ and ‘survey’ mean the same thing.

Answer 8

FALSE

Question 9

T/F: Marketing analysis is vital to the development of effective marketing campaigns and programs.

Answer 9

TRUE

Question 10

T/F: It is NOT an important method to research buyer behavior, shifts in customer preferences and patterns of purchase, brand loyalty, and forecasting market changes.

Answer 10

FALSE

Question 11

T/F: Analysis is also used to research rivalry and to evaluate the role of the rival product and how to achieve a competitive advantage.

Answer 11

TRUE

Question 12

T/F: Marketing research is being used recently to help build and improve brand value.

Answer 12

TRUE

Question 13

T/F: According to Philip Kotler, marketing research is a systematic study of challenges, modeling, and fact-finding for essential decision-making and control in the marketing of products and services.

Answer 13

TRUE

Question 14

T/F: Marketing research increases the risk of mistakes, assumptions, and ambiguity in the decision-making process.

Answer 14

FALSE

Question 15

T/F: Marketing research is therefore not so relevant in an organization

Answer 15

FALSE

Question 16

What is the first stage of the marketing research process?
A. definition of research objectives
B. writing the research brief
C. recognition of a marketing management problem
D. design of secondary research
E. design of primary research

Answer 16

C. recognition of a marketing management problem

Question 17

categories of marketing research

Answer 17

price; market; sales and distribution

Question 18

What is secondary data?
A. data that has already been published
B. unreliable data
C. back-up data
D. data contained in appendices

Answer 18

A. data that has already been published

Question 19

4. Which of the following is a qualitative research technique?
   A. observation
   B. experimentation
   C. Postal questionnaire
   D. tracking
   E. focus group

Answer 19

E. focus group

Question 20

5. Which of the following is most likely to be an example of secondary data?
   A. completed questionnaires
   B. customer conversations on a website
   C. interview tapes
   D. All of the above

Answer 20

all of the above