Unit 2: Marketing research and Consumer behaviour - Practice Quiz

1 What is marketing information?

2 What is the main purpose of marketing research?

3 Which source provides information collected directly from customers?

4 What is customer insight?

5 Which method is commonly used to ask many customers the same set of questions?

6 What is a consumer market?

7 Which person usually makes a purchase for personal or household use?

8 What does buyer behaviour describe?

9 Which factor can influence a consumer's buying decision?

10 What is the first stage in the consumer buying decision process?

11 What is a business market?

12 Which is an example of a business buyer?

13 Business buying decisions are often made by a group called the _____ .

14 What is derived demand in a business market?

15 Which factor is commonly important in business purchasing?

16 What is market segmentation?

17 Which is a demographic segmentation variable?

18 What is market targeting?

19 What does product positioning mean?

20 A positioning statement mainly explains how a product should be _____ by its target customers.

21 A grocery chain analyzes loyalty-card purchases to identify products frequently bought together. Which type of data is the chain primarily using?

22 A beverage company wants to determine whether changing its bottle design will increase sales. It introduces the new design in one city while retaining the old design in a similar city. Which research approach is most appropriate?

23 A hotel surveys only guests who voluntarily respond to a link printed on their receipts. Which problem is most likely to reduce the reliability of the findings?

24 A start-up has a limited research budget and needs an initial estimate of market size before collecting its own data. What should it do first?

25 After buying an expensive laptop, a customer repeatedly reads favorable reviews to feel more confident about the choice. Which post-purchase response does this behavior most directly address?

26 A consumer routinely buys the same low-cost table salt without comparing brands. Which type of buying behavior is most likely?

27 A university student selects a clothing brand because it is popular among a group the student wants to join. Which influence is strongest in this decision?

28 A family realizes that its current car is too small after the birth of a second child. In the buyer decision process, this realization represents:

29 A furniture manufacturer receives a large hotel order and consequently purchases more wood and fabric. This situation illustrates:

30 A factory replaces its usual machine supplier after repeated quality failures and develops new technical specifications. Which buying situation does this represent?

31 During the purchase of new accounting software, the finance manager defines required features, while the procurement officer negotiates the contract. Which buying-center roles do they perform, respectively?

32 A hospital evaluates medical-equipment suppliers using product reliability, maintenance support, and total operating cost. What stage of the business buying process is the hospital performing?

33 A fitness company groups customers as beginners, regular exercisers, and competitive athletes. Which segmentation variable is it primarily applying?

34 A travel agency offers adventure tours to thrill seekers and wellness retreats to customers who value relaxation. Which segmentation basis is being used?

35 A segment is large and growing, but its customers cannot be efficiently identified or reached through available media channels. Which requirement for effective segmentation is weakest?

36 A restaurant chain promotes family meal packages during school holidays and individual lunch offers on working days. Which segmentation approach is most evident?

37 A small software firm serves only independent dental clinics and customizes all its products for their scheduling needs. Which target-market strategy is it using?

38 A cosmetics company creates separate product lines and marketing programs for teenagers, working professionals, and mature consumers. Which targeting strategy is being used?

39 A smartphone brand promotes its device as providing the longest battery life among models in its price range. What is the primary basis of its positioning?

40 A perceptual map shows Brand X close to Brand Y on both price and perceived quality. What is the most reasonable interpretation?

41 A retailer observes that customers who receive personalized offers spend 18% more than customers who do not. However, personalized offers were assigned by store managers rather than randomly. Which conclusion is most defensible?

42 A company has abundant web-click data but cannot explain why customers abandon carts. Which research design best addresses the information gap?

43 A survey reports high satisfaction with a service, but repeat purchases are falling. Which interpretation best reflects sound marketing-information management?

44 A research team discovers that its customer database systematically excludes users who purchase through independent distributors. What is the primary analytical risk?

45 A consumer intends to buy an environmentally friendly appliance, but chooses a cheaper conventional model after learning that household income will fall temporarily. Which factor best explains the purchase outcome?

46 A buyer repeatedly chooses a familiar brand despite modest dissatisfaction because alternatives require extensive comparison and carry perceived risk. Which behavior is most likely occurring?

47 A teenager strongly prefers a particular sneaker brand, while the parent pays for the purchase and imposes a budget limit. Who is the buyer in the most complete decision-process analysis?

48 A brand's advertisement increases recall but lowers purchase intention among consumers who view it as inconsistent with their social identity. Which process best explains this result?

49 A manufacturer purchases a component from an existing supplier but changes technical specifications and delivery terms after a production redesign. How should this purchase be classified?

50 A procurement committee selects a supplier with a higher price because its failure rate would create substantial production losses. Which criterion is dominating the decision?

51 Demand for industrial sensors rises sharply after demand for electric vehicles increases. When vehicle sales later decline, sensor demand falls more than proportionally. Which business-market characteristic is illustrated?

52 An engineer specifies a new software platform, finance approves the budget, procurement negotiates terms, and operations will use the system. Which implication follows for the supplier's marketing strategy?

53 A firm segments a market by purchase frequency but finds that each segment has similar needs, price sensitivity, and media behavior. What is the strongest evaluation of this segmentation?

54 A streaming service creates a segment called "urban professionals" and discovers that members vary widely in age, income, usage occasion, and desired content. What is the central problem?

55 A bank considers a segment of customers who need ethical investment products, can be reached through specialized advisers, and would generate sufficient margin. Which additional condition is essential before selecting it?

56 A company has limited resources and chooses one narrowly defined segment whose needs closely match its technical capabilities. Which targeting strategy is being used?

57 A firm evaluates two segments. Segment A has high growth but intense rivalry and high acquisition costs. Segment B grows slowly but has strong fit, low churn, and defensible distribution access. Which decision criterion is most appropriate?

58 A company markets the same core product to students, freelancers, and small firms but changes pricing, channels, and messages for each group. Which strategy best describes this approach?

59 A premium luggage brand claims to be both the least expensive and the most exclusive option. Customers find the promise confusing. Which positioning principle has most clearly been violated?

60 A new food-delivery app maps competitors on delivery speed and menu variety. It identifies an underserved space, but customer research shows little interest in that combination. What should the firm conclude?