MID TERM TEST

ARTICLE MARKETING RESEARCH

MKT 403 B&D
1. A research method used for collecting data from a defined group of respondents to gain
information and insights into various topics of interest...
a. Surveys
b. Observation
c. Experimental
d. Description
2. Information already collected for another purpose can be used to solve the current
problem.
a. Primary research
b. Product research
c. Secondary research
d. Survey research
3. Which of the following is the first step in undertaking a marketing research problem?
a. define the problem.
b. solve the problem.
c. collect problem-specific data.
d. analyse the situation.
e. define a sample.
4. Which of the following steps of the market research process typically takes over half the
time to complete the research?
a. problem definition
b. situation analysis
c. data collection
d. problem-solving
e. alternative development
5. What is referred to as a subset of the population under investigation that a researcher
selected to be part of the study?
a. Sample
b. Population
c. Variable
d. Replicate
6. To use samples to estimate something from the population, the sample should be
_________________ the population.
a. Exactly the same as
b. nothing like
c. a representative of
d. larger than
7. Is a survey a primary or secondary research method?
a. Primary.
b. Secondary
c. Neither.
d. Both.
8. This primary data collection method collects information by recording customers' actions
without interacting or communicating with them.
a. Focus Group
b. Observation
c. Survey
d. Test Market
9. A small number of people are brought together to discuss elements of a specific issue or
problem.
a. Focus Group
b. Observation
c. Survey
d. Test Market
10. Information collected for the first time specifically for a marketing research study is called:
a. Secondary research
b. Primary research
c. Soft research
d. Experimental research
11. Primary research is also known as...
a. Desk research
b. Bench research
c. Field research
d. None
12. Mr. Vu wants some quick, informal feedback on his business ideas from friends and
family. His best option would be:
a. Share a survey and invite comments on Facebook.
b. Hand a written questionnaire to local shoppers
c. Send a mailing to 500 residents.
d. Commission a local market survey agency
13. Tyler walks into a Starbucks and tracks how many caramel cinnamon lattes are being sold
to gather data. What method is he using?
a. Survey
b. Observation
c. Product Mix
d. Product line
 14. Which research is based on true facts and data and is collected by either observation or
experimentation?
a) One time research b) Historical Research
c) Simulation Research d) Empirical Research
15. Which are the types of Research Based on Methodology?
a) Fundamental/Applied b) Conceptual/Empirical
c) Quantitative/ Qualitative d) Analytical/Descriptive
16. ________ emphasises the statistical, mathematical, and numerical analysis of data.
a) Applied Research b) Quantitative Research
c) Qualitative Research d) Descriptive Research
17. ________ aims at discovering the underlying motives and desires of the
respondents/participants.
a) Clinical Research b) Longitudinal Research
c) Qualitative Research d) Simulation Rese
18. In_____________, the researcher studies a cultural group in natural setting for a long
period of time by collecting observational data.
a) Ethnographic Research b) Case Study
c) Narrative Research d) Grounded Theory
19. Under which research the researchers attempt to throw light on a phenomenon by
studying a single case in depth. It can be an individual person, company, group, institution,
or event.
a) Phenomenological Research b) Ground Theory
c) Case Study d) Qualitative Research
20. Using demographic and geographic data to take a snapshot of your sample population
is…
a. describing your sample
b. making inferences
c. creating your sample
d. selling your product
Short Question
1. Which type of research explores the relationship between variables which are not
controlled? Correlational research
2. Which type of research where the test for causality with sub-optimal variable control
and the independent variables not manipulated? Quasi Experimental
3. Which type of research where the test causality with optimal variable control is found
and
Independent variable is manipulated? Experimental
4. When a researcher is trying to analyse subjective variables such as attitudes, opinions
and behaviours, the type of research is called ____________. Qualitative research
5. The microscopic examination of data where coding and usage of qualitative data
analysis by software is called __________. Grounded theory
 6. The phenomenon-based inquiry focuses on the experience of people with regards to
some or the other phenomenon and their experiences in those situations where a
researcher understands the “lived experiences” of the respondents is called ______.
Phenomenological Research
7. The type of research where researcher studies the lives of individuals and asks one or
more persons to provide stories about their lives. The information provided by
individuals are retold and restated by the researcher in a narrative chronology is called
__________. Narrative research
8. The type of research where researcher does not typically start the research with a
hypothesis which is framed only after the data is collected through observation is called
______. Descriptive research
9. The type of research which is based on true facts and data and is collected by either
observation or experimentation is called _____. Empirical Research
10. This type of research which is dependent on the environment in which research is being

carried out is called _____. Field Setting Research or Lab/Simulation Research

Long Question
1. Explain the six steps of marketing research process.
a. Identify the Problem
b. Design the Study
c. Select the Sample
d. Gather the Data
e. Analyze Results
f. Report the Findings and Implications