Question 1

Jamie spent the summer at music festivals having a great time and collecting data on how festival goers behaved. Which qualitative research strategy was he using?

Accepted Answer

A)   Biography
B)   Phenomenology
C)   Grounded theory
D)   Ethnography
E)   Case study D

Question 2

Ben's research project involved assessing key retail trends. He decided that the best thing would be to interview directors from the country's top retailers and ignore the small independent stores who would have less knowledge. What kind of sample is this?

Accepted Answer

A)   Purposive sample
B)   Expertise sample
C)   Quota sample
D)   Random sample
E)   Strategic sample A

Question 3

What is a 'test market'?

Accepted Answer

A)   A smaller version of a whole market
B)   A prototype product
C)   A new shop
D)   A form of sales promotion
E)   A type of questionnaire A

Question 4

Sue wanted to research parental attitudes to toy advertising so she invited six mothers to get together, watch some carefully selected adverts and then discuss them. She asked them some questions but mainly just encouraged them to talk. Which research technique was she using?

Accepted Answer

A)   Case study
B)   Survey
C)   In-depth interview
D)   Observation
E)   Focus group

Question 5

It is difficult and expensive to use a truly random sample and so many students get other students to fill in questionnaires for their university projects. What kind of sample is this?

Accepted Answer

A)   Quota sample
B)   Systematic random sample
C)   Cluster sample
D)   College sample
E)   Convenience sample

Question 6

What is the list or database that a researcher uses to select people to be surveyed called?

Accepted Answer

A)   Relational database
B)   Sampling frame
C)   Random sample
D)   Hierarchical database
E)   Research directory

Question 7

As part of a university project, Kamil stood outside a cinema and counted the people going in. He recorded men, women and children separately and noted how many were in each group. Which research technique was he using?

Accepted Answer

A)   Survey
B)   Focus group
C)   Observation
D)   Case study
E)   Experimentation

Question 8

Which of the following is most likely to be an example of secondary data?

Accepted Answer

A)   Completed questionnaires
B)   Customer conversations on a website
C)   Interview tapes
D)   a Bought in market research report (e.g. Mintel) 
E)   SPSS output

Question 9

Sound marketing decisions can only be made on the basis of good quality information. The data must be:

Accepted Answer

A)   legal, decent, honest, truthful
B)   timely, accurate, reliable, valid
C)   specific, measurable, achievable, relevant, timed
D)   quantified, accurate, specific
E)   political, economic, social, technological

Question 10

What is it called when research agencies use a single questionnaire to collect primary data on behalf of a number of their business clients at the same time?

Accepted Answer

A)   Postal survey
B)   Financial audit
C)   Environmental analysis
D)   Omnibus survey
E)   Market research report

Exam 5: Marketing Research