Session 1: MR

1. 1. Information obtained from marketing research can be used for all the following, except:

• A.

  evaluating marketing activities.

• B.

  monitoring marketing performance.

• C.

  identifying marketing opportunities.

• D.

  ensuring correct marketing execution.

2. 2. Which of the following statements is true?

 

• A.

  The systematic and objective process of generating information to improve marketing decisions is marketing research.

• B.

  Research that tries to verify a theory or learn more about a certain concept is the essence of applied research.

• C.

  Basic research is conducted when a decision must be made about real-life problem.

• D.

  Marketing research is rarely used by non-business organisations (for example, government bodies.

3. 3. Which type of product research is conducted to determine whether the size, colour, shape, ease of use of a package is suitable for a target market?

• A.

  Concept testing

• B.

  Package testing

• C.

  Brand-name evaluation

• D.

  Product testing

4. 4. A local grocery chain would like to investigate possible location of new stores for improving its accessibility to customers. This would involve:

• A.

  product research.

• B.

  pricing research.

• C.

  distribution research.

• D.

  promotional research.

5. 5. Pricing research may be used to address all of the following questions, except:

• A.

  Is there a need for seasonal or quantity discount?

• B.

  Are coupons more effective than price reductions?

• C.

  Is a brand price elastic or inelastic?

• D.

  Is there a need for shopping services online?

6. 6. If you want to address the question of  whether a business should offer discounts or coupons, what is the most appropriate research to conduct?

• 6. A.

     Promotion research

• 6. B.

     Pricing research

• 6. C.

     Distribution research

• 6. D.

     Product research

7. 7. A baking ingredient supplier is attempting to decide whether or not to add home delivery to its customer service options. This is an example of which type of research?

• A.

  Distribution research

• B.

  Pricing research

• C.

  Promotion research

• D.

  Product research

8. 8. Determining the need for marketing research centres on all the following, except:

• A.

  the nature of the decision.

• B.

  time constraints.

• C.

  the availability of the data.

• D.

  researcher competency.

9. 9. The research question ‘Is the new weight loss program effective?’ is best addressed by conducting:

• A.

  secondary research.

• B.

  exploratory research.

• C.

  causal research.

• D.

  descriptive research

10. 10. A confectionery chain is facing declining sales, but the management does not know why. Which type of research design would you recommend to address this problem?

• A.

  Exploratory research

• B.

  Descriptive research

• C.

  Causal research

• D.

  Secondary research