SINHGAD INSTITUTE OF BUSINESS MANAGEMENT

MMM SEM V END TERM EXAMINATION

SUBJECT : Marketing Research & Analytics
QNO. QUESTION
Which form of data below can usually be obtained more quickly and at a lower cost than
1
the others?

2 Secondary data are

3 Causal research is used to

Your colleague is confused about using the marketing research process, as he knows that
4 something is wrong but is not sure of the specific causes to investigate. He seems to be
having problems with ________, which is often the hardest step to take.

In the second step of the marketing research process, research objectives should be
5
translated into specific

6 Secondary data consists of information

Which form of data below can usually be obtained more quickly and at a lower cost than
7
the others?
Your assistant wants to use secondary data exclusively for the current research project.
8 You advise him that the use of secondary data has some potential oblems. Which of the
following is not one of them?
Which method could a marketing researcher use to obtain information that people are
9
unwilling or unable to provide?

10 Survey research, though used to obtain many kinds of information in a variety of

situations, is best suited for gathering ________ information.

11 Survey research is least likely to be conducted through which of the following?

12 Which of the following is not a disadvantage of telephone interviews

Which form of marketing research is flexible, allows for explanation of difficult

13
questions, and lends itself to showing products and advertisements?

14 Which of the following is a disadvantage of online focus groups?

15 What are the two types of research data?

16 What is a major drawback of probability sampling?

17 The most common research instrument used is the

18 In marketing research, the ________ phase is generally the most expensive and most
subject to error.
Despite the data glut that marketing managers receive, they frequently complain that
19
they lack

20 The real value of a company's marketing research and information system lies in the

21 What is the first step in the marketing research process?

What source of marketing information provides ready access to research information,

22 stored reports, shared work documents, contact information for mployees and other
stakeholders, and more?

When managers use small convenience samples such as asking customers what they
23 think or inviting a small group out to lunch to get reactions, they are using

24 A common problem in international marketing research is the availability of

Which type of research would be best suited for identifying which demographic groups
25
prefer diet soft drinks and why they have this preference?

As a small business consultant, you recommend to your clients that they use no-cost
26 methods of observation to gather market research. Which of the following are you not
likely to recommend your clients do?

The marketing research process consists of four steps. Which of the following is not one
27
of these steps?

28 Behavioural targeting, the practice of ________, is being used by more and more
companies

29 What are examples of techniques of obtaining qualitative data?

30 What are four methods of continuous research?

31 “what new product should be developed” is an example of

32 Sources of marketing information are categorized into two groups - what are they?

33 What are the criteria for evaluating secondary data sources?

34 What are three popular methods for obtaining primary data?

Marketing research is the function that links the ___________ to the marketer through
information---information used to identify and define marketing opportunities and
35
problems; to generate, refine and evaluate marketing actions; to monitor marketing
performance; and to improve understanding of the marketing process.

As marketing managers and researchers define the problem and set research objectives,
36
they should employ the following type(s) of research:

37 What are secondary data?

38 Census comes under which research?

39 …………….. is called pre-assumption of the expected result of the research

40 This is kind of prelude to the end result one hopes to achive and therefore it requires
considerable thoughts

41 Detail blueprint of research is called as

42 In which type of research hypothesis is vague?

43 For primary data to be useful to marketers, it must be relevant, current, unbiased, and

44 What is the major attribute of Correlation Analysis?

45 What is the name of the conceptual framework in which the research is carried out?

46 What is the main role of research in education?

47 Which of the following features are considered as critical in qualitative research?

A research intends to explore the result of possible factors for the organization of
48 effective mid-day meal interventions. Which research method will be most appropriate
for this study?
49 In order to pursue the research, which of the following is priorly required?

50 Which of the following does not correspond to characteristics of research?

51 What is the main aim of interdisciplinary research?

52 The main aim of the scientific method in the research field is to

53 A researcher is interested in studying the prospects of a particular political party in an

urban area. So, what tool should he prefer for the study?
The conclusions/findings of which type of research cannot be generalized to other
54
situations?
55 How to judge the depth of any research?
56 Authenticity of a research finding is its
57 Which one is called non-probability sampling?

58 "Sampling Cases" can be defined as

59 Which technique is generally followed when the population is finite?

60 Research problem is selected from the standpoint of

61 The F-test:

62 The process not needed in experimental research is

63 What are those conditions where a research problem is not viable?

64 What is the use of Factorial Analysis?

What is the best-suited name for a process that doesn't necessitate experimental
65
research?

66 Which one among the following variables cannot be expressed in quantitative terms?

Which one among the following phrases does not correspond to the meaning of
67
research as a process?
68 All sample have same chance of getting selected is called as
 OPTION 1 OPTION 2 OPTION 3

Primary Survey research Experimental research

Never purchased from outside

Collected mostly via surveys Expensive to obtain
suppliers

Quantify observations that

Describe marketing problems or Find information at the outset in
produce insights unobtainable
situations an unstructured way
through other forms of research

Defining the problem and

Selecting a research agency to help Developing the research plan
research objectives

Financial amounts Results that justify the means Marketing goals

That already exists somewhere and was That does not currently exist in an
collected for another purpose Used by competitors organized form

Survey research Syndicated Secondary

It may not be current It may not be useable. It may not be relevant

Focus groups Personal interviews Questionnaires

Attitudinal Personal Preference

Observation Person-to-person interactions The telephone

Under time pressures, some They are more expensive to

Interviewer bias is introduced
interviewers might cheat. conduct than mail questionnaires.

Personal interviewing Ethnographic research Observational research

The cost of online focus groups is

Results take longer to tabulate and Participants must be in a
greater than that of most other
analyze. central location
qualitative research methods.

Qualitative and Quantitative Primary and secondary. Predictive and quantitative.


Takes too much time
Questionnaire
Interpreting and reporting the findings Exploratory research
Enough information of the right kind
Amount of data it generates
Developing a marketing information
system
An extranet
Informal surveys
Primary data
Exploratory research
Visit and socialize with competitors
Evaluating the competitor strategies
Mining and analyzing data from data
warehouses
Video conferencing; focus groups; in-
depth interviews; observational
techniques
Consumer panels; home audits;
omnibus surveys; retail audits
Causal
Sampling error cannot be Easiest population from which to
measured obtain info is chosen
Moderator Telephone interviewer
Data collection
Accurate and reliable
Quality information
information
Marketing information system Efficiency with which it completes
it follows studies
Developing the research plan
Implementing the research plan
for collecting information
Marketing intelligence The Internet
Experiments Focus groups
Research specialists Secondary data
Descriptive research Experimental research
Observe vehicle and pedestrian Monitor competitors' advertising
traffic. from local media
Developing the research plan Defining the problem and
for collecting information research objectives.
Observing and interacting with
Tracking customers' activities consumers in their natural
and rewarding customer loyalty environments
Survey
Survey research/questionnaires;
research/questionnaires; focus
focus groups; in-depth interviews;
groups; in-depth interviews;
observational techniques; call
observational techniques;
centre feedback
experimentation.
Home audits; omnibus surveys;
Consumer panels; home audits; personal interviews; in-store
personal interviews; omnibus video footage of consumer
surveys
behaviour
Exploratory Descriptive
 Macro environmental sources;
External sources; internal sources. Causal resources
micro environmental sources

Relevance of data; who collects

Source of data; who collects the data; Source of data; who collects the
the data; method of data
method of data collection; construct of data; method of data collection;
collection; who paid for the
research construct of data.
research

Experimentation; personal interview; Survey; interviews; Interviews and surveys;

Delphi technique. experimentation. observation; experimentation.

Marketer, agent and retailer Demander, buyer and user Specifier, influencer and user

Exploratory, descriptive and

Exploratory research alone Descriptive research alone
causal research

Information that has already

Information that has been collected for been collected and recorded for Information based on second-rate
the specific purpose at hand another purpose and is thus research
readily accessible

Causal Exploratory Descriptive

Hypothesis Expenditure Research problem

Hypothesis Expenditure Research problem

Research proposal & Research

Research proposal Research design
design
Causal Exploratory Descriptive

Complete Accurate Inexpensive

Association among variables Difference among variables Regression among variables

Research hypothesis Synopsis of Research Research paradigm

To augment one's personal

To upsurge one's social status. To increase one's job prospects.
growth.

Collecting data with the help of Design sampling with Collecting data with bottom-up
standardized research tools. probability sample techniques. empirical evidence.

Descriptive survey method Historical method Ex-post facto method

 Formulating a research Deciding about the data analysis
Developing a research design
question procedure

Research is not passive Research is systematic Research is not a problem-

oriented
To bring out the holistic To create a new trend in research
To over simplify the problem of research
approach to research methodology

Improve data interpretation Confirm triangulation Introduce new variables

Rating Scale Interview Questionnaire

Casual Comparative Research Historical Research Descriptive Research

By research title By research duration By research objectives

Validity Objectivity Originality
Quota sampling Cluster sampling Systematic sampling

Identifying people who are Literally the researcher's brief

Sampling using a sampling frame suitable for research case

Systematic Sampling Technique Purposive Sampling Technique Area Sampling Technique

Social relevance Financial support Researcher's interest

Can be one-tailed as well as two-
Is essentially a two-tailed test. Is essentially a one-tailed test. tailed depending on the
hypotheses.
Controlling Observation Reference collection
It is new and adds something to It can be researched It has utility and relevance
knowledge

To understand the difference To understand the relationship

For setting the hypotheses
between two variables between two variables

Manipulation Controlling Content analysis

Numerical Aptitude Marital Status Socio-economic Status

Problem Solving Trial and Error Objective Observation

Probability Non-Probability Quota

 OPTION 4 CORRECT OPTION

Secondary Secondary

Not always very usable Not always very usable

Test hypotheses about cause-and-effect Test hypotheses about cause-

relationships and-effect relationships

Defining the problem and

Determining a research approach
research objectives

Information needs Information needs

That already exists

That already exists somewhere and is
outdated somewhere and was collected
for another purpose

Primary Secondary

It is generally more expensive to obtain than It is generally more expensive

primary data to obtain than primary data

Observational research Observational research

Descriptive Descriptive

The Web Observation

Interviewers tend to interpret answers Interviewers tend to interpret

similarly answers similarly

Online interviewing Personal interviewing

The Internet format can

The Internet format can restrict
restrict respondents'
respondents' expressiveness.
expressiveness.

Qualitative and predictive Qualitative and Quantitative

Everyone has an equal chance of selection Takes too much time

Live interviewer Questionnaire

Planning Data collection

Enough information of the

Valid information
right kind

Quality of customer insights it provides Quality of customer insights it

provides

Defining the problem and

Defining the problem and research objectives
research objectives

An intranet An intranet

Observation Informal surveys

Consumers willing to answer surveys Secondary data

Ethnographic research Descriptive research

Hire additional staff to observe extensively Hire additional staff to

observe extensively

Evaluating the competitor

Customer feedback.
strategies.

Tracking consumers' online

Tracking consumers' online movements and movements and using this
using this information to target ads to them information to target ads to
them

All of the given options
Survey
research/questionnaires;
focus groups; in-depth
interviews; observational
techniques; experimentation

Consumer panels; home audits; personal Consumer panels; home

interviews; in-store video footage of audits; omnibus surveys; retail
consumer behaviour audits

Focus groups. Exploratory

 External sources; internal
Explratory resources.
sources.

Relevance of data; who

Relevance of data; who collects the data;
collects the data; method of
method of data collection; evidence of
data collection; evidence of
carefulwork.
careful work.

Interviews and surveys; observation; Interviews and surveys;

Harrison methodology. observation; experimentation.

Consumer, customer and

Consumer, customer and public
public

Exploratory, descriptive and

Causal research alone
causal research

Information that has already

been collected and recorded
Information based solely on rumours
for another purpose and is
thus readily accessible

Refernce group Descriptive

Objective Hypothesis

Objectives Research problem

Research objectives Research design

Descriptive & Causal Exploratory

Collected before secondary data Accurate

Variations among variables Association among variables

Research design Research design

To help an applicant in
To help an applicant in becoming a
becoming a renowned
renowned educationalist.
educationalist.

Gathering data with top-down schematic Collecting data with bottom-

evidence. up empirical evidence.

Experimental method Ex-post facto method

 Formulating a research
Formulating a research hypothesis
question

Research is not a process Research is not a process

To reduce the emphasis on a single subject in To bring out the holistic

the research domain approach to research

Eliminate spurious relations Eliminate spurious relations

Schedule Questionnaire

Experimental Research Historical Research

By total expenditure on research By research objectives

All of the given options Objectivity
Stratified random sampling Quota sampling
A sampling of people,
A sampling of people, newspapers, television
programs etc. newspapers, television
programs etc.
Systematic Sampling
Optional sampling technique
Technique
Availability of relevant literature Social relevance
Can be one-tailed as well as
Can never be one tailed test. two-tailed depending on the
hypotheses.
Manipulation and replication Observation
It contains dependent and independent It contains dependent and
variables independent variables

To understand the difference between To understand the difference

various variables between two variables

Observation Manipulation

Professional Attitude Professional Attitude

Systematic Activity Objective Observation

Snowball Probability