Question 11 pts

Karen is a marketing manager at a leading consumer goods company. She is tasked with conducting market research to gather insights about a new product they plan to launch. To understand consumer perceptions, preferences, and reactions, her team decides to use a questionnaire to collect the data.

Which data collection method is used by Karens team?

Group of answer choices

Survey method

Observation

Group Interaction

In-depth interviews

Question 21 pts

A market researcher Leigh organises a focus group to gather insights on a new skincare product. However, during the session, some participants hesitated to express their genuine opinions due to a fear of embarrassment. Leigh also realises that the small sample size may not accurately represent the broader consumer population.

Which error is represented above?

Group of answer choices

Sampling error

Systematic error

Measurement error

Sample design error

Question 31 pts

Jennifer, a market researcher, organised participants to partake in her research to gain insights into a new skincare product. However, during the interview session, some interviewees refused to take part in the survey due to various reasons.

Identify the error illustrated above?

Group of answer choices

Response error

Non-response error

Interview error

Administrative error

Question 41 pts

Thando started a hand-made shoe brand and wants to understand whether his business will be able to meet customer needs He and his team decided to visit their target customers at their homes to gather more quality data.

Identify the type of survey illustrated above.

Group of answer choices

Door to door interview.

Mall intercept

Personal contact

Executive interviewing

Question 51 pts

You are appointed as a research manager at census. The organisation is responsible for counting the population and collecting data used for planning, policy formulation, and evidence-based decision-making through a house-to-house visit. Which of the following have you identified as the disadvantages of the above method of collecting data?

Group of answer choices

High unit cost, heterogeneous stimulation, intensive control essential, time limit, the commitment of the respondent, and limited geographical cover

High unit cost, heterogeneous stimulation, intensive control essential, time limit, the commitment of the respondent, and easy-to-reach participants

High unit cost, friendly participants, intensive control essential, time limit, the commitment of the respondent, and limited geographical cover

High unit cost, friendly participants, intensive control essential, literature is not essential, the commitment of the respondent and limited geographical cover

Question 61 pts

The rate of mobile phone ownership is rapidly increasing, coupled with high-speed internet. Mobile phones have become grown to be essential in reaching respondents during interviews. What category of data collection is illustrated above?

Group of answer choices

Computer-aided interview

Executive interview

Mall intercept interview

Cell phone interview

Question 71 pts

Mobile marketing research has increased as there is exponential growth in various mobile devices such as smartphones, PDAs and tablets. The increase in Mobile marketing research is fuelled by multiple reasons, which may include: (i) Mobile devices are easily available, (ii) people have at least one mobile device at all times (iii) Mobile devices are developing at a fast pace and have powerful capabilities, (iv) They make the passive collection of data possible (v) people spend minimum time on their devices (vi) People keep their cellphones off most of the time.

Which of the above is the reason for the growth in Mobile marketing?

Group of answer choices

i, ii, iii, and iv

i, ii, iii and vi

ii, iii, vi and iv

i, iii, vi and iv

Question 81 pts

As a research manager, part of your task is to choose an appropriate research method that can be used on your upcoming research project. The research method chosen should have high scientific accountability which is closely linked with the reliability and validity of the results. Guidelines for choosing an appropriate survey method include:

Group of answer choices

Sample representation, response rate, rate of refusal, anonymity, visual techniques, control, financial implications, target group, and nature of the questions

Observation, response rate, rate of refusal, anonymity, visual techniques, control, financial implications, target group, and nature of the questions.

Lack of transparency, response rate, rate of refusal, anonymity, visual techniques, control, financial implications, target group, and nature of the questions.

Response rate, rate of refusal, anonymity, visual techniques, control, Interviewer bias, financial implications, target group, and nature of the questions

Question 91 pts

_____________________ gathers information about whether or not an event occurs or about the behaviour of the consumer.

Group of answer choices

Observation method

Survey method

Experimental method

Sampling method

Question 101 pts

Observation can be used successfully when the phenomenon observed can be defined as a subjective subject. Observation is scientific when:

Group of answer choices

It serves a formulated research purpose, it is planned systematically, it is recorded systematically, and is related to general propositions, rather than simply reflecting a set of interesting curiosities, and efforts are made to ensure that it is valid and reliable.

It serves a formulated research purpose, it is planned systematically, certain actions are ignored, and it is lacking validity and reliability.

It serves a formulated research purpose, it is planned systematically, certain actions are ignored, and no efforts are made to ensure that it is valid and reliable.

It does not serve a formulated research purpose, lack of planning, certain actions are ignored, and efforts are made to ensure that it is valid and reliable.

Question 111 pts

The most applicable measurement scale to use to measure how consumers perceive a particular product, and how consumers perceive the producers of that brand would most likely be:

Group of answer choices

Multidimensional scaling.

Nominal scaling.

Ordinal scaling.

Ratio scaling.

Question 121 pts

In a research study on customer satisfaction, Sarah randomly selects a sample of 200 participants. However, she notices a discrepancy when comparing the sample results to the actual population values. Sarah realises that this difference is due to sampling error. Which of the following options explains sampling error:

Group of answer choices

An error that occurs when the researcher fails to collect sufficient data.

An error that arises from bias in participant responses.

An error that occurs when the sampling has been determined to be incorrect

An error that arises from random variations in data collection.

Question 131 pts

In a research project examining customer satisfaction, Thembi distributes surveys to collect data. However, participants did not know how to answer the questions and they provided inconsistent and unreliable responses. Some participants were unwilling to respond accurately due to privacy concerns. Thembi realises that an error may have occurred, affecting the accuracy and quality of the collected data.

Which type of measurement error occurred above?

Group of answer choices

Interviewer error

Non-response -specific error

Administrative error

Response error

Question 141 pts

Thandi is conducting a study on customer behaviour in a retail store using observation techniques. She discreetly observes shoppers, noting their browsing patterns and purchasing decisions. Thandi understands the advantages of different observation techniques and carefully selects the most suitable approach for her research.

Which of the following option represents techniques of observation?

Group of answer choices

Structured or unstructured, disguised or non-disguised, personal, natural or controlled, and human or mechanical

Structured or unstructured, disguised or non-disguised, direct or indirect, natural or controlled, and human or mechanical

Structured or unstructured, Personal contact, direct or indirect, natural or controlled, and human or mechanical

Interview-based, Structured or unstructured, direct or indirect, natural or controlled, and human or mechanical

Question 151 pts

Which scale of measurement best describes the statement: A level of measurement used in statistics and research to classify data into categories or groups. In this scale, numbers are a method of identification or classification?

Group of answer choices

Ordinal

Nominal

Interval

Ratio

Question 161 pts

You are a researcher in a customer satisfaction survey and decide to use the Likert scale to measure participants' perceptions. You design a questionnaire with statements relating to various aspects of the service. Some of the respondents are not aware of the Likert scale.

Based on the options below, which option can best describe the Likert scale?

Group of answer choices

The respondents are provided with a different number of statements that are being tested and indicate their preference on a 5-point scale.

The respondents are asked to rank the statements in order of importance.

The respondents are provided with a set of questions to answer on a binary scale (yes/no).

The respondents are asked to rate their agreement or disagreement on a 10-point scale.

Question 171 pts

As a research manager, you focus on questionnaire design to gather valuable insights from participants. You carefully structure the questionnaire, ensuring clarity and relevance of the questions for an unbiased data collection process.

Which option represents guidelines for a questionnaire design?

Group of answer choices

Collect the relevant data required for the identified marketing problem, ensure the collected data is comparable, minimise biases, attract and motivate respondents to participate in the survey, encourage respondents to be honest and accurate when answering, and facilitate the task of the interviewer and the data processing activity.

Select the sampling methods, ensure the collected data is comparable, minimise biases, analyse the collected data, and facilitate the task of the interviewer and the data processing activity.

Determine the sampling size, select the sampling methods, ensure the collected data is comparable, analyse the collected data

Gather data from designated elements, attract and motivate respondents to participate in the survey, provide respondents with the information needed, minimise biases, and provide unambiguous questions to respondents.

Question 181 pts

A Researcher should understand the importance of proper question phrasing and carefully avoid pitfalls that can lead to respondents answering incorrectly.

Which option below should be avoided when creating a questionnaire?

Group of answer choices

Clear and concise language

Necessary and accurate statements

Ambiguous words and questions

Simple and straightforward questions

Question 191 pts

In a sociological study, Emily aims to understand the social behaviours of young adults. She defines her research population as all individuals between 18 and 30 years residing in a specific city. Emily recognises that her research population forms the basis for her observations and analysis:

Which option below best describes the research population?

Group of answer choices

Consists of a comprehensive number of individuals, units, or items that can become objectives for observations.

Represents a small subset of individuals specifically chosen for the study.

Consists of individuals with a specific characteristic or condition.

Refers to the total group of individuals for whom information is needed.