Marketing Research: Planning, Process, Practice
Student Resources
Multiple Choice Quizzes
Try these quizzes to test your understanding.
1. Research analysis is the last critical step in the research process.
- True
- False
Answer: B
2. The final research report where a discussion of findings and limitations is presented is the easiest part for a researcher.
- True
- False
Answer: B
3. Two different researchers may be presented with the same data analysis results and discuss them differently, uncovering alternative insights linked to the research question, each using a different lens.
- True
- False
Answer: A
4. A reliable research is essentially valid, but a valid research is not necessarily reliable.
- True
- False
Answer: B
5. A valid research refers to the degree to which it accurately measures what it intends to measure.
- True
- False
Answer: A
6. Keeping an envisioned original contribution to knowledge in mind, the research report in appearance and content should highlights the outcomes and link back to objectives.
- True
- False
Answer: A
7. A good conclusion chapter should (please select ALL answers that apply) ______.
- have a structure that brings back what the research set out to do
- discuss the researcher’s own assumptions and ideas about the topic under study
- makes logical links between the various parts of the arguments starting from the hypotheses
Answer: A & C
8. Research implications presented in a study must be either theoretical only or practical only.
- True
- False
Answer: B
9. Good researchers should aim for a perfect research, with no limitations or restrictions.
- True
- False
Answer: B
10. Examples of research limitations include (please select the answer that DOESN’T apply) ______.
- access to the population of interest
- the study’s coverage of possible contributory factors
- the researcher’s poor analysis skills
- the sampling technique used
Answer: C
11. A good structure outlining an effective research report starts with the ‘Analysis and Results’ section.
- True
- False
Answer: B
12. A good research study can just focus on its key outcomes without highlighting areas for future research.
- True
- False
Answer: B
13. If some of the research questions were not answered or some research objectives could not be achieved, then the final report must explain and reflect on the reasons why this is the case.
- True
- False
Answer: A
14. The importance of being critically reflective in presenting the future research section is that it allows for the advent of new arenas of thought that you or other researchers can develop on.
- True
- False
Answer: A
15. A weak future research section and weak discussion of the research limitations does not make the study fragile/lacking rigour and depth.
- True
- False
Answer: B
16. Once a research specifies a study’s limitations, this discredits all research efforts exerted in it.
- True
- False
Answer: B
17. Reporting research is about presenting the research journey through clear and evidence-based arguments of design, process and outcomes, not just describing it.
- True
- False
Answer: A
18. It is not important to present in every research report the ethical considerations that were anticipated or have ascended in the study.
- True
- False
Answer: B
19. Verbal and visual presentations of research aid in the dissemination of its outcomes and value, and allow for its strengths to be revealed.
- True
- False
Answer: A
20. In oral presentations, the audience expects you as a researcher to present your work in full detail even if they will ask further questions in the follow-up discussion.
- True
- False
Answer: B