Marketing Research Methods Quiz

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Which data collection method involves guided discussions with diverse groups?

Depth Interviews

Observational Research

Experiments

Focus Groups (correct)

What type of questions allows respondents to express their thoughts freely without restrictions?

Scaled-response Questions

Yes/No Questions

Open-ended Questions (correct)

Close-ended Questions

Which method of primary data collection is characterized by observation of behavior in natural settings?

Online Surveys

Ethnographic Research (correct)

Mall Intercept Interviews

Telephone Interviews

What is the primary purpose of analyzing data in marketing research?

To interpret and draw conclusions from collected data Signup and view all the answers

Which of the following best describes the final step in the marketing research process?

Prepare and Present the Report Signup and view all the answers

Which survey method is likely the most cost-effective for reaching a large audience?

Online Survey Signup and view all the answers

What is the most critical step in the marketing research process?

Identify and formulate the problem Signup and view all the answers

Which type of sample must be representative of the population of interest?

Probability sample Signup and view all the answers

What is a key feature of scaled-response questions in surveys?

They provide a range of responses. Signup and view all the answers

Which approach is typically more time-consuming and costly in primary data collection?

Depth Interviews Signup and view all the answers

What is secondary data?

Data that already exists and was collected for another purpose Signup and view all the answers

In Step 2 of the marketing research process, what must be planned?

Research design and gathering of secondary data Signup and view all the answers

What is meant by 'garbage in, garbage out' in the context of marketing research?

Collected data must be accurate to derive meaningful conclusions. Signup and view all the answers

Which of the following is NOT a type of sampling method mentioned?

Causal sample Signup and view all the answers

Which step involves acknowledging the types of errors that can occur?

Specify the sampling procedure Signup and view all the answers

Which of these statements is true regarding primary data collection?

It provides insights specific to the current research question. Signup and view all the answers

What role does a family member typically play in the socialization process of consumer buying behavior?

Influencer Signup and view all the answers

Which factor contributes to an individual's motivation in the context of consumer buying behavior?

Personality traits Signup and view all the answers

How do effective marketers adjust their strategies according to consumer behavior?

By studying target market changes Signup and view all the answers

Which psychological influence impacts consumer buying behavior through shaping an individual's beliefs?

Learning experiences Signup and view all the answers

What category does an opinion leader typically fall under in social influences on consumer buying decisions?

Reference group Signup and view all the answers

What is a primary characteristic of big data according to the content?

It is characterized by exponential growth in volume, variety, and velocity. Signup and view all the answers

Which of the following tools is NOT commonly associated with online marketing research?

Telemarketing calls Signup and view all the answers

What is the primary goal of marketing analytics?

To seek new insights from larger data sets. Signup and view all the answers

In the context of marketing research and analytics, what is data visualization primarily used for?

To facilitate understanding of data patterns. Signup and view all the answers

Which of the following describes the relationship between marketing research and big data?

Both can coexist and serve different purposes. Signup and view all the answers

Which data source is considered external to a company in marketing analytics?

Government sources. Signup and view all the answers

What aspect of big data does it fail to address according to the content?

The reasons behind consumer behavior. Signup and view all the answers

How should data be organized for effective analysis in marketing?

Data should remain flexible but become structured. Signup and view all the answers

What is the primary purpose of understanding consumer behavior in marketing?

To create an effective marketing mix Signup and view all the answers

Which step involves recalling past experiences during the consumer decision-making process?

Information search Signup and view all the answers

What is a smaller reach and more controlled method of data collection characterized by?

Voluntary consent Signup and view all the answers

Which factor influences the consumer decision-making process after need recognition?