Marketing Research MCQs 2026

Marketing research design 34: for advertisement copy evaluation, using secondary analysis of retail scanner data is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B use method unrelated to the information needed ✓
3. C leverage existing data cost-effectively for trend and pattern analysis ✓
4. D ignore sampling limitations when interpreting results ✓

Marketing research design 32: for distribution coverage audit, using A/B test in two cities is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B use method unrelated to the information needed ✓
3. C ignore sampling limitations when interpreting results ✓
4. D compare causal effect of two alternatives under controlled conditions ✓

Marketing research design 19: for brand awareness tracking, using focus group discussion is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B use method unrelated to the information needed ✓
3. C ignore sampling limitations when interpreting results ✓
4. D explore motivations and language before quantitative measurement ✓

Descriptive research aims to

1. A describe markets, audiences or phenomena quantitatively ✓
2. B prove cause-effect with controlled experiment only ✓
3. C replace all decision making without analysis ✓
4. D eliminate need for sampling ✓

Causal research tests

1. A only historical storytelling ✓
2. B cause-and-effect relationships between variables ✓
3. C only employee birthdays ✓
4. D only factory paint colors ✓

A research hypothesis is

1. A a testable statement about a relationship between variables ✓
2. B a proven universal law always ✓
3. C an unmeasurable opinion only ✓
4. D a sales quota target ✓

Population in research means

1. A only the sample selected ✓
2. B the entire group of interest for the study ✓
3. C only research staff ✓
4. D only competitors ✓

A sample is

1. A always the entire population ✓
2. B always one person only ✓
3. C always unrelated to population ✓
4. D a subset of the population selected for study ✓

Probability sampling allows

1. A calculation of sampling error and statistical inference ✓
2. B no generalization ever ✓
3. C researcher bias in every selection ✓
4. D zero mathematical basis ✓

Non-probability sampling includes

1. A simple random sampling always ✓
2. B stratified random sampling always ✓
3. C systematic random sampling always ✓
4. D convenience, judgment and quota sampling ✓

Sample size depends on

1. A only researcher mood ✓
2. B only office room size ✓
3. C variability, desired precision and confidence level ✓
4. D only number of product colors ✓

Questionnaire design should avoid

1. A clear instructions and logical flow ✓
2. B leading, ambiguous and double-barreled questions ✓
3. C pretesting before fieldwork ✓
4. D appropriate scale types ✓

Likert scale measures

1. A only nominal categories without order ✓
2. B degree of agreement with statements ✓
3. C only yes-no without gradation ✓
4. D only open-ended essays always ✓

Focus group is

1. A a large random survey by mail ✓
2. B a factory production meeting ✓
3. C a small guided discussion among target consumers ✓
4. D a legal court hearing ✓

Observation research records

1. A only stated intentions which may differ from behavior ✓
2. B only financial audit ratios ✓
3. C only patent applications ✓
4. D behavior without direct questioning ✓

Experimentation in marketing research requires

1. A no control group ever ✓
2. B control of variables and manipulation of independent variable ✓
3. C only historical anecdotes ✓
4. D only competitor gossip ✓

Validity means research measures

1. A what it intends to measure accurately ✓
2. B only consistency of repeated measurement ✓
3. C only low cost ✓
4. D only fast completion ✓

Reliability means

1. A measuring the wrong concept well ✓
2. B zero error always guaranteed ✓
3. C consistency of measurement when repeated ✓
4. D only qualitative data ✓

Marketing research ethics requires

1. A deceiving respondents always ✓
2. B informed consent, confidentiality and honest reporting ✓
3. C fabricating data for desired results ✓
4. D hiding sponsorship of study ✓

Marketing research design 6: for packaging preference test, using online survey with random sample is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B use method unrelated to the information needed ✓
3. C ignore sampling limitations when interpreting results ✓
4. D quantify attitudes or behavior from a defined sample with structured questions ✓

Marketing research design 10: for advertisement copy evaluation, using mall intercept convenience sample is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B capture quick feedback though generalization may be limited ✓
3. C use method unrelated to the information needed ✓
4. D ignore sampling limitations when interpreting results ✓

Marketing research design 19: for brand awareness tracking, using focus group discussion is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B use method unrelated to the information needed ✓
3. C ignore sampling limitations when interpreting results ✓
4. D explore motivations and language before quantitative measurement ✓

Marketing research design 32: for distribution coverage audit, using A/B test in two cities is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B use method unrelated to the information needed ✓
3. C ignore sampling limitations when interpreting results ✓
4. D compare causal effect of two alternatives under controlled conditions ✓

Marketing research design 34: for advertisement copy evaluation, using secondary analysis of retail scanner data is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B use method unrelated to the information needed ✓
3. C leverage existing data cost-effectively for trend and pattern analysis ✓
4. D ignore sampling limitations when interpreting results ✓

Marketing research design 47: for segment identification study, using in-depth interviews with experts is appropriate when the researcher needs to

1. A collect data without defining research objective ✓
2. B gain deep qualitative insight from knowledgeable informants ✓
3. C use method unrelated to the information needed ✓
4. D ignore sampling limitations when interpreting results ✓

Marketing research design 51: for brand awareness tracking, using mystery shopping observation is appropriate when the researcher needs to

1. A observe actual service delivery without staff altering behavior ✓
2. B collect data without defining research objective ✓
3. C use method unrelated to the information needed ✓
4. D ignore sampling limitations when interpreting results ✓