Markiting Research
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M.Adil Hand Note 8 [email protected] Marketing Research MCQ’S 1 : Descriptive research designs can generate answers to all of the following types of questions except: a. who? b. what? c. why? d. where? e. when? Feedback : Descriptive designs can analyze and categorize any type of overt behavior the or reason for that behavior is covert. !: """"""""""""""""""""" research e#phasizes the use of for#alized standard questions and predeter#ined response options in questionnaires or surve ys ad#inistered to large nu#bers of r espondents. a. Quantitative b. exploratory c. $ualitative d. Focus group e. %xperi#ental Feedback: &ey ter# definition research. ' : (he #ain goal of qualitative research is to: a. #ake accurate predictions about relationships between #arket factors and behaviors. b. gain #eaningful insights into relationships between #arket factors and behaviors. c. gain preliminary insights into decision problems and opportunities. d. verify existing relationships. e. validate existing relationships. Feedback : &ey ter# definition research. ) : $ualitative research tends to: a. focus on pri#ary data. b. e#ploy a non structured question for#at. c. utilize s#all sa#ple sizes. d. rely on very sub*ective content interpretive or se#iotic analysis procedures. e. all of the above. Feedback : (he qualitative approach allows the researcher to develop initial ideas about a wide variety of sub*ects quickly and inexpensively. + : ,ll of the following are advantages associated with the use of qualitative r esearch except: a. econo#ical and ti#ely data collection. b. ease of generation of results. c. richness of data. d. accuracy of recording #arketplace behaviors. e. preli#inary insights into building #odels and scale #easure#ents. Feedback : -ub*ective #ethodologies and s#all sa#ple sizes #ake generalization difficult or i#possible. : ,ll of the following are disadvantages of qualitative research except: a. lack of generalizability b. inability to distinguish s#all differences. c. lack of reliability and validity. d. high costs and lengthy time frames.
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M.Adil Hand Note 8 [email protected] Marketing Research MCQ’S
1 : Descriptive research designs can generate answers to all of the following types of questions except:
a. who?
b. what?
c. why?
d. where?
e. when?
Feedback : Descriptive designs can analyze and categorize any type of overt behavior the or reason for that
behavior is covert.
!: """"""""""""""""""""" research e#phasizes the use of for#alized standard questions and
predeter#ined response options in questionnaires or surveys ad#inistered to large nu#bers of respondents.
a. Quantitative
b. exploratory
c. $ualitative
d. Focus group
e. %xperi#ental
Feedback: &ey ter# definition research.
' : (he #ain goal of qualitative research is to:
a. #ake accurate predictions about relationships between #arket factors and behaviors.
b. gain #eaningful insights into relationships between #arket factors and behaviors.
c. gain preliminary insights into decision problems and opportunities.
d. verify existing relationships.
e. validate existing relationships.
Feedback : &ey ter# definition research.
) : $ualitative research tends to:
a. focus on pri#ary data.
b. e#ploy a non structured question for#at. c. utilize s#all sa#ple sizes.
d. rely on very sub*ective content interpretive or se#iotic analysis procedures.
e. all of the above.
Feedback : (he qualitative approach allows the researcher to develop initial ideas about a wide variety of
sub*ects quickly and inexpensively.
+ : ,ll of the following are advantages associated with the use of qualitative research except:
a. econo#ical and ti#ely data collection.
b. ease of generation of results.
c. richness of data.
d. accuracy of recording #arketplace behaviors.
e. preli#inary insights into building #odels and scale #easure#ents.Feedback : -ub*ective #ethodologies and s#all sa#ple sizes #ake generalization difficult or i#possible.
: ,ll of the following are disadvantages of qualitative research except:
a. lack of generalizability
b. inability to distinguish s#all differences.
c. lack of reliability and validity.
d. high costs and lengthy time frames.
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M.Adil Hand Note 8 [email protected] Marketing Research MCQ’S
e. difficulty in recruiting qualified researchers.
Feedback : $ualitative research is co#parative quick and inexpensive.
/ : (he 02el 2orporation has asse#bled a group of people thought to be knowledgeable about a current
research concern. (he opinions and3or insights provided is an exa#ple of:
a. focus group interviews.
b. experience surveys.
c. indepth interviews.
d. protocol interviews.
e. pro*ective interviews.
Feedback : &ey ter# definition surveys.
4 : 5n a6n7 """""""""""""""""""""""" interview the sub*ect is assigned a specified decision#aking
situation and asked to verbally express the processes and activities that they would e#ploy to reach a decision.
a. focus group
b. pro*ective
c. protocol
d. indepth
e. experience
Feedback : &ey ter# definition
8 : 5n its latest research effort the 02el 2orporation requires sub*ects to ?place the#selves in place of another
person? and explain the reasons for their purchase behavior. (he fir# is e#ploying a for# of:
a. protocol technique.
b. indepth technique.
c. experience technique.
d. word association technique.
e. projective technique.
Feedback : (he pro*ective technique encourages the sub*ect to analyze the behavior of another in the belief
that they will unwittingly reveal their own attitudes preferences biases beliefs or feelings.
19 : 5n a6n7 """"""""""""""""""""""""" interview the sub*ect is asked to act out so#eone elses behavior
in a specified setting.
a. role-playing
b. pro*ective
c. experience
d. protocol
e. indepth
Feedback : &ey ter# definition interview.
11 : (he 02el 2orporation occasionally utilizes highly trained interviewers to ask sub*ects a series of se#i
structured probing questions designed to elicit both attitudinal and behavioral questions. (he fir# is using:
a. focus groups. b. pro*ective techniques.
c. in-depth interviews.
d. protocol interviews.
e. roleplaying interviews.
Feedback : (heoretically a qualified interviewer can in a facetoface setting elicit valuable detailed
infor#ation.
1! : ,ll of the following are advantages of indepth interviews except:
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M.Adil Hand Note 8 [email protected] Marketing Research MCQ’S
a. flexibility of sub*ect #atter.
b. the ability to probe attitudes feelings and opinions as well as behaviors.
c. the ability to collect highly detailed data.
d. generalizability of results.
e. the ability to build the trust required to reach into the sub*ects inner thoughts.
Feedback : -#all sa#ple sizes and qualitative #ethodologies do not allow findings to be pro*ected to the
general population.
1' : """"""""""""""""""" research is a for#alized process of bringing a s#all group of people together for
an interactive spontaneous discussion on one particular topic or concept.
a. ;ro*ective
b. Focus roup
c. 5ndepth
d. ;rotocol
e. <oleplaying
Feedback : &ey ter# definition =roup <esearch.
1) : (he 02el 2orporation concerned about declining sales of its ?flagship? product desires to investigate
i#prove#ents additions and3or new uses that #ay re*uvenate its perfor#ance. (he fir# is #ost likely to utilize
""""""""""""""""""""""" research for this purpose.
a. pro*ective
b. roleplaying
c. focus group
d. protocol
e. indepth
Feedback : Focus groups allow the researcher to focus the ingenuity and experience of consu#ers upon a
single research proble#.
1+ : 5n order to create data structures fro# the rather disorganized results of focus group studies researchers
typically e#ploy:
a. #atrix analysis. b. protocol analysis.
c. indepth analysis.
d. focus analysis.
e. content analysis.
Feedback : 2ontent analysis syste#atically co#bines individual responses into larger the#e categories or
patterns.
