What is the definition of market research? Fill in the blank: Market research is the systematic gathering and interpretation of information about individuals or organisations using ______ and analytical methods (Malhotra, 2020).

• statistical

• creative

• random

• subjective

What is the main purpose of market research?

• To entertain viewers

• To inform business decisions, identify opportunities, and mitigate risks through data-driven insights

• To increase advertising

• To reduce costs

Which company is given as a real-world example of using market research to inform content creation decisions, leading to successful original productions?

• Netflix

• Spotify

• Adobe

• Samsung

Fill in the blank: ________ involves original data collection through surveys, interviews, and observations. Tesco conducts in-store customer interviews to understand shopping preferences.

• Primary Research

• Secondary Research

• Desk Research

• Data Mining

Fill in the blank: ________ is the analysis of existing data from published sources. Apple examines industry reports to track technology adoption trends.

• Secondary Research

• Primary Research

• Experimental Research

• Field Research

Fill in the blank: ________ involves non-numerical data collection (e.g., focus groups). Unilever uses focus groups to gather product feedback.

• Qualitative Research

• Quantitative Research

• Experimental Research

• Descriptive Research

Fill in the blank: ________ involves numerical data collection (e.g., surveys). Samsung polls customers about device satisfaction scores.

• Quantitative Research

• Qualitative Research

• Exploratory Research

• Case Study

Which data analysis technique summarises data to understand what happened?

• Inferential Analysis

• Predictive Analysis

• Descriptive Analysis

• Diagnostic Analysis

Which company uses inferential analysis to extrapolate listening habits from user samples?

• Amazon

• Spotify

• Tesco

• Google

Amazon's recommendation system predicts purchases based on browsing history. This is an example of which data analysis technique?

• Descriptive Analysis

• Inferential Analysis

• Predictive Analysis

• Diagnostic Analysis