Marketing Research: Planning, Process, Practice
Student Resources
Multiple Choice Quizzes
Try these quizzes to test your understanding.
1. There exist two types of research designs only.
- True
- False
Answer: B
2. Which of the following are research design options?
- quantitative, qualitative, critical studies or a mixture of each of these
- style and looks
- depth and scope
Answer: A
3. A mixed research design ______.
- includes people of different cultures
- includes researchers from different backgrounds
- makes use of both quantitative and qualitative information to draw conclusions
Answer: C
4. Incommensurability is ______.
- inability to measure and compare different views/theories
- when you do not have measurement instruments
- when a particular phenomenon cannot be measured
Answer: A
5. Mixed design research is particularly suited to market research because marketers need both quantitative and qualitative information.
- True
- False
Answer: A
6. Triangulation, complementarity, development, problem clarification and relevance are examples of ______.
- problems associated with mixed design approach
- advantages of using mixed design approach
- neither of these
Answer: B
7. Triangulation means ______.
- to use three methods to understand the problem
- to use more than one method to compensate for weaknesses of each one
- neither of these
Answer: B
8. Complementarity means ______.
- making use of different types of information at different levels
- choosing the same information but presented differently
- neither of these
Answer: A
9. Development occurs when research may lead to more clarifications but also more questions that may require different types of information.
- True
- False
Answer: A
10. Before selecting the research design, it is important to consider the type of phenomenon being studied and the possible characteristics of the research design.
- True
- False
Answer: A
11. Action research is more interested in improving objectivity than solving human problems.
- True
- False
Answer: B
12. Action research is primarily interested in resolving practical problems.
- True
- False
Answer: A
13. Action research is not interested in complex problems or ethical issues.
- True
- False
Answer: A
14. Identify which of the following stages are seen to reflect the right chronology of paradigms.
- Positivism, Interpretivism, Critical theoretical, Action research
- Action research, Interpretivism, Critical theoretical, Positivism
- Critical theoretical, Interpretivism, Positivism, Action research
- Positivism, Interpretivism, Action research, Critical theoretical
Answer: A
15. You may carry out an action research without addressing the issue of cycles.
- True
- False
Answer: B
16. The following are action research cycle steps: Reflecting, Planning, Acting, Observing.
- True
- False
Answer: A
17. Case studies are only useful if we are dealing with a new phenomenon.
- True
- False
Answer: B
18. When selecting a research design a phenomenon should be ______.
- communicable
- secret
- indirect
Answer: A
19. Exploratory research is the opposite of ______.
- longitudinal
- conclusive
- causal
Answer: B
20. Case studies can be divided according to type. What is not a valid type to position a case study?
- revelatory case
- representative case
- retrospective case
Answer: C