Marketing Research: Planning, Process, Practice
Student Resources
Multiple Choice Quizzes
Try these quizzes to test your understanding.
1. There are three types of strategies of enquiries.
- True
- False
Answer: A
2. Strategies of enquiry are ______.
- only quantitative
- qualitative and qualitative
- qualitative, quantitative and mixed
Answer: C
3. Strategies may not make use of a variety of research methods.
- True
- False
Answer: B
4. Each selected method may not make use of a variety of data gathering techniques.
- True
- False
Answer: B
5. The order of determining the right research approach goes as follows.
- strategy of enquiry, research method and data-gathering techniques
- research method, strategy of enquiry and data-gathering techniques
- data gathering techniques, strategy of enquiry and research method
Answer: A
6. Action research’s primary concern is developing theoretical models.
- True
- False
Answer: B
7. Case study’s main focus is trying to understand a phenomenon within a particular context.
- True
- False
Answer: A
8. Grounded theory does not want to start with any theory or hypotheses.
- True
- False
Answer: A
9. Narrative research aims to develop very good stories.
- True
- False
Answer: A
10. Discursive research focuses critically on social, historical and power relations.
- True
- False
Answer: A
11. Critical research can support all types of research.
- True
- False
Answer: A
12. Phenomenology focuses on ______.
- external phenomena
- internal conscious reactions to external events
- neither of these
Answer: B
13. Focus groups are better than questionnaires if the researcher wants to reach as many people as possible.
- True
- False
Answer: B
14. Focus groups are better than questionnaires if the aim is to analyse attitudes.
- True
- False
Answer: A
15. Projective techniques aim to access ______.
- subconscious data
- data estimated to happen in the future
- future estimates of stock values
Answer: A
16. There 4 main steps of field research include observation, recording, analysis and reporting.
- True
- False
Answer: A
17. Researchers believe that speakers’ sincerity should be considered to decide whether to believe them or not.
- True
- False
Answer: A
18. Ethnographic research aims to understand social meanings through ______.
- questionnaires
- statistical analysis
- direct observation
Answer: C
19. Feminist and critical race studies ______.
- aim to discriminate against some groups in society
- have shared goals to maximise equality amongst all members of society
- believe that feminists and other groups, traditionally discriminated against, should not work together
Answer: B
20. The main difference between phenomenology and hermeneutics is that ______.
- hermeneutics consider only hard data
- hermeneutics focus on experimentation
- hermeneutics focus mainly on the influence of language and culture on our daily experiences
Answer: C