Deck 7: Marketing Research and Analytics

Question 1

A formal document prepared by an agency, consultant, or in-house marketing research manager and submitted to the client to outline what procedures will be used to collect the necessary information, including timescales and costs, is called _________.

A) True he research proposal
B) True he research brief
C) The market information
D) The research problem

Answer 1

A

Question 2

The first, and probably the most crucial, stage of the marketing research process involves:

A) undertaking the data analysis and interpretation.
B) management problem definition.
C) deciding the research plan.
D) data collection.

Answer 2

B

Question 3

___________ exists when interpretation of behaviour, or objects, is similar across countries.

A) Measurement equivalence .
B) Trueranslation equivalence .
C) Functional equivalence .
D) Conceptual equivalence .

Answer 3

D

Question 4

The information obtained through marketing research, competitive intelligence, and internal sources are typically integrated into a ___________.

A) marketing information system (MIS).
B) key performance indicator (KPI).
C) enterprise resource planning system (ERP).
D) net promoter score

Question 5

In ___________, concepts of validity and reliability are generally less important, because the data are not used to imply representativeness; rather, qualitative data are more about the generation of ideas and the formulation of hypotheses.

A) Quantitative research.
B) Qualitative research.
C) Mystery shopping.
D) Survey.

Question 6

This is a type of quantitative research method.

A) Surveys.
B) Falseocus groups.
C) Projective techniques.
D) In-depth interviews.

Question 7

Where criteria such as gender, ethnicity, or some other customer characteristics are used to restrict the sample, but the selection of the sample unit is left to the judgement of the researcher. This is an example of which non-probability sampling technique?

A) Simple random sampling.
B) Quota sampling.
C) Convenience sampling.
D) Snowball sampling.

Question 8

Continuous industry trend information obtained from industry reports and secondary data sources, including other information obtained by commissioning specialist market research projects, need to be fed into the ____________to provide the company with an up-to-date picture.

A) competitive intelligence
B) marketing intelligence
C) market information system (MIS)
D) company insights system

Question 9

This is knowledge about customers gained by different research activities. Information requires transformation to generate deeper understanding of customers.

A) Projective techniques.
B) Customer relationship management.
C) Customer insight.
D) Qualitative research methods.

Question 10

Types of non-random samples include:

A) convenience and quota samples.
B) cluster and convenience samples.
C) stratified and convenience samples
D) random and cluster samples

Question 11

Contemporary marketing research is very much affected by technogy. Digitalization has led to a proliferation of information and data available to marketers. This shift in data availability, often referred to as big data, is currently transforming the market research industry to increasingly focus on analytics.

Question 12

Customer insight is typically derived by fusing knowledge generated from a range of sources, including industry reports, sales force data, competitive intelligence, customer relationship management (CRM) systems data, empyee feedback, social media analysis data, and managerial intuition.

Question 13

Descriptive research is a research technique used to test, and confirm, hypotheses deveped from a management problem.

Question 14

Quantitative research is a type of expratory research using small samples and unstructured data collection procedures, designed to identify hypotheses, possibly for later testing in quantitative research..

Question 15

Chief executive officers and CMOs should view themselves as problem-solvers, not reporters, and should focus on trying to gain a causal understanding, not on describing attitudes, and on changing the marketing situation.

Question 16

Customer insightis the organized, professional, systematic collection of information, typically through informal mechanisms, used for the achievement of strategic and tactical organizational goals.

Question 17

Complexity in the international business environment makes international marketing research more complex because it affects the research process and design. When interpretation of behaviour, or objects, is similar across countries, conceptual equivalence exists.

Question 18

The marketing research questions are a detailed list of the information necessary to make the decisions outlined.

Question 19

Research dealing with personal data in European countries is also subject to the EU General Data Protection Regulation (GDPR). Under the GDPR, 'personal data' is defined as information relating to an identified or identifiable natural person. The aim of the GDPR is to protect consumers from breaches of their privacy by giving them control over their personal data. An essential principle under the GDPR is 'data protection by design and by default' (European Commission, 2015)

Question 20

Measurement equivalence relates to whether a concept has a similar function in different countries.

Question 21

Primary data are ____________.

A) less time-consuming to acquire and less costly than secondary data.
B) Newly published results of government investigations.
C) data collected for the first time specifically for a marketing research study.
D) part of a strategic planning activity to ensure proper resource alcation.

Question 22

Which type of research methods are designed to elicit responses to predetermined, standardized questions from a large number of respondents?

A) Qualitative
B) Quantitative
C) Probability
D) Non-probability

Question 23

_____________ is often used to denote the analytical procedures used to analyse information collected from a range of different sources, often referred to as big data. .

A) market research
B) marketing analytics
C) artificial intelligence
D) marketing research

Question 24

Second-hand data, collected for someone else's purposes, is known as____________:

A) causal research
B) descriptive research
C) secondary research.
D) primary research

Question 25

Which is not a key principle in the MRS code of conduct?

A) Respect the confidentiality of information collected in their professional activities.
B) Balance the needs of individuals, clients, and their professional activities.
C) Do not be straightforward and honest in all professional and business relationships.
D) Protect the reputation and integrity of the profession.

Question 26

In many countries, telephone penetration may be limited and CATI software, using random digit dialling, may be more limited still. This is an example of:

A) Measurement equivalence
B) Trueranslation equivalence.
C) Functional equivalence.
D) Data collection equivalence.