Marketing Research: Planning, Process, Practice
Student Resources
Multiple Choice Quizzes
Try these quizzes to test your understanding.
1. Quantitative research ______.
- springs from the specific and moves to the general, building theories and conceptual frameworks
- advances from the general theories and conceptualisations and proceeds to investigate the specifics and arrive at evidenced conclusions
- is just about numerical data
Answer: B
2. Quantitative research uses hypotheses development as a starting point to then collect data and analyse it, towards checking the extent of accuracy of these hypotheses.
- True
- False
Answer: A
3. Quantitative research is subjective given that it relies on human interpretation of observed reality.
- True
- False
Answer: B
4. Quantitative research designs are conclusive given that they build upon existing theory and secondary data towards conducting empirical investigations.
- True
- False
Answer: A
5. If a study is aiming at an in-depth exploration of a phenomenon on a small but profound scale, the following research approach is more appropriate.
- quantitative research
- deductive research
- qualitative research
Answer: C
6. A small data sample collected can be analysed quantitatively as it allows for rigorous and valid statistical analysis results.
- True
- False
Answer: B
7. Research methods can be selected by a researcher prior to formulating the research objectives.
- True
- False
Answer: B
8. Research participants do NOT need to be aware of and agree to how the data collection procedures will be carried out and how the information generated will be used, stored and reported.
- True
- False
Answer: B
9. In administering an online survey, instructions for respondents on how to exit at any time should be provided in the information sheet or in the introduction section of the questionnaire form.
- True
- False
Answer: A
10. Quantitative research is original, systematic and objective research that collects numerical data and uses logic and statistical analysis to verify hypotheses.
- True
- False
Answer: A
11. Indirect methods of quantitative data collection are those where the respondents are aware of the data collection exercise as they are directly taking part in the procedures.
- True
- False
Answer: B
12. There are two main types of surveys: cross-sectional and longitudinal.
- True
- False
Answer: A
13. One of the constraints in using quantitative research is the inability to gauge behavioural depth and probe attitudinal and perceptual dimensions in the data collected.
- True
- False
Answer: A