PCM Marketing Research & Analysis 1 — Questions and Answers
Question 1: Which type of marketing research collects data that has not been gathered before for the specific research problem at hand?
- Secondary research
- Primary research (Correct answer)
- Syndicated research
- Archival research
Correct answer: Primary research
Primary research involves collecting original data directly from sources for a specific research purpose, as opposed to secondary research which uses existing data.
Question 2: A researcher uses a Likert scale in a questionnaire. What is the Likert scale best designed to measure?
- Respondent demographics
- Attitudes and levels of agreement (Correct answer)
- Purchase frequency
- Brand awareness recall
Correct answer: Attitudes and levels of agreement
Likert scales measure respondents' attitudes and degree of agreement or disagreement with a statement, typically on a 5- or 7-point scale.
Question 3: What is the primary distinction between exploratory and conclusive marketing research?
- Exploratory uses surveys; conclusive uses focus groups
- Exploratory clarifies problems; conclusive tests specific hypotheses (Correct answer)
- Exploratory is quantitative; conclusive is qualitative
- Exploratory is more expensive than conclusive research
Correct answer: Exploratory clarifies problems; conclusive tests specific hypotheses
Exploratory research is used to gain insights and define problems, while conclusive research tests specific hypotheses to support definitive decision-making.
Question 4: In a marketing research study, which sampling method ensures every member of the population has an equal chance of being selected?
- Convenience sampling
- Judgmental sampling
- Simple random sampling (Correct answer)
- Quota sampling
Correct answer: Simple random sampling
Simple random sampling gives every population member an equal and independent chance of selection, making it a probability-based method.
Question 5: A company analyzes customer purchase records stored in its CRM to identify buying patterns. This is an example of using:
- Primary qualitative research
- Internal secondary data (Correct answer)
- Ethnographic research
- Experimental research
Correct answer: Internal secondary data
Internal secondary data refers to data that already exists within the organization, such as sales records, CRM databases, and transaction histories.
Question 6: Which research method involves a trained moderator leading a small group discussion to uncover consumer perceptions and motivations?
- Survey research
- Focus group (Correct answer)
- Observational research
- Experimental design
Correct answer: Focus group
A focus group uses a skilled moderator to facilitate discussion among 6–12 participants, generating qualitative insights about attitudes, perceptions, and motivations.
Question 7: What does the term 'validity' refer to in the context of marketing research measurement?
- The consistency of results when the measure is repeated
- The degree to which a measure actually measures what it is intended to measure (Correct answer)
- The size of the sample used in the study
- The ability to generalize findings to the entire population
Correct answer: The degree to which a measure actually measures what it is intended to measure
Validity refers to whether a research instrument truly measures the concept it is designed to measure, distinguishing it from reliability which concerns consistency.
PCM Marketing Research & Analysis 1
Which type of marketing research collects data that has not been gathered before for the specific research problem at hand?