PCM Marketing Research & Analysis

Question 1

Which type of marketing research collects data that has not been gathered before for the specific research problem at hand?

Accepted Answer

Primary research

Answer

Secondary research

Answer

Syndicated research

Answer

Archival research

Question 2

A researcher uses a Likert scale in a questionnaire. What is the Likert scale best designed to measure?

Accepted Answer

Attitudes and levels of agreement

Answer

Respondent demographics

Answer

Purchase frequency

Answer

Brand awareness recall

Question 3

What is the primary distinction between exploratory and conclusive marketing research?

Accepted Answer

Exploratory clarifies problems; conclusive tests specific hypotheses

Answer

Exploratory uses surveys; conclusive uses focus groups

Answer

Exploratory is quantitative; conclusive is qualitative

Answer

Exploratory is more expensive than conclusive research

Question 4

In a marketing research study, which sampling method ensures every member of the population has an equal chance of being selected?

Accepted Answer

Simple random sampling

Answer

Convenience sampling

Answer

Judgmental sampling

Answer

Quota sampling

Question 5

A company analyzes customer purchase records stored in its CRM to identify buying patterns. This is an example of using:

Accepted Answer

Internal secondary data

Answer

Primary qualitative research

Answer

Ethnographic research

Answer

Experimental research

Question 6

Which research method involves a trained moderator leading a small group discussion to uncover consumer perceptions and motivations?

Accepted Answer

Focus group

Answer

Survey research

Answer

Observational research

Answer

Experimental design

Question 7

What does the term 'validity' refer to in the context of marketing research measurement?

Accepted Answer

The degree to which a measure actually measures what it is intended to measure

Answer

The consistency of results when the measure is repeated

Answer

The size of the sample used in the study

Answer

The ability to generalize findings to the entire population