Fall 2023

MRKT2002: Marketing Research

Revision questions Topics 1 - 9

Topic 1: Introduction to Market Research

1. What is research? How can you describe research?
2. How would you define Market Research?
3. Why is research necessary?
4. What is market research used for?
5. What is the relationship between marketing research and marketing strategy?
6. Who would be your target market in marketing research?
7. Identify the three main types of research approaches/styles.
8. Identify and explain the research methods.
9. Explain in which situations each different type of research method is recommended.
10. Explain the steps in the research proposal process.
11. What are the research limitations?

Describe each of the steps in Figure 1. Include the pretest.

Figure1. Research Process

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

Topic 2: The Research Proposal Process/Research Problem

1. What do you understand by a research assumption?
2. What is a research problem? Use your research project as an example.
3. How would you define or describe a research proposal?
4. Explain the components of a research proposal.
5. Define what is primary and secondary data.
6. For which situations secondary data can be applied?
7. Why would secondary data not be recommended to support marketing decisions such as
product design or the content of an advertising campaign?
8. What are the advantages and disadvantages of Secondary Data research?
9. What are the requirements for selecting secondary research?
10. What are the advantages and disadvantages of secondary research?

Topic 3: Primary Data Research

1. Explain what primary research is.
2. What are the advantages and disadvantages of primary research?
3. Which research methods are:
a) exploratory, b) descriptive, or c) causal?
Focus group
In-depth interviews
Expert interviews
Intercept interviews (900s)
Intercept interviews (50s)
Observation (small #)
Observation (large #)
Test Market
4. Explain each research approach /style.
5. What types of primary research methods can you use to conduct your

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

research and explain them?

6. Explain three types of interviews.
7. Explain the strengths and weaknesses of each type of interview.
8. What is a focus group? What are the strengths and weaknesses?
9. What is a survey? What are the strengths and weaknesses?
10. What is an observation? What are the strengths and weaknesses?
11. What is a test market/experiment? What are the strengths and weaknesses?
12. What is an interview? What are the strengths and weaknesses?

Topic 4: Survey /Questionnaire design

1. What is essential in creating a good survey? What do you need to know?
2. Explain the steps in the Survey Design Process.
3. How many steps are there in the Survey Design Process?
4. What are the two approaches to developing a good questionnaire?
5. What are qualifying questions, and what is their function?
6. What are the basic principles of developing good research questions?
7. There are two types of questions designed in a questionnaire. Describe these two types of
questions.
8. Closed-ended questions have various types of questions. Identify these types
of questions and explain each type.
9. Open-ended questions consist of _______________?
10. What is a dichotomous question?
11. What is a multiple-choice question?
12. What is a ranking?
13. What is a rating scale or Likert scale?
14. What is a checklist?
15. What are the qualifying and validation questions?

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 Fall 2023
MRKT2002: Marketing Research
Revision questions Topics 1 - 9

16. Describe the categories of questions and their sequence in a questionnaire. Refer to the
funnel.
17. Where do demographic questions should be positioned in a questionnaire?
18. After the questionnaire is ready. What steps should the researcher take before starting data
collection?
19. Why is the pretest significant? What might happen if the researcher skips the pretest?

Topic 5: Ethical Research

1. Explain the term “Ethics”
2. Why ethics is important in research?
3. What issues should researchers consider to conduct ethical research?
4. What should respondents be told when recruited to participate in research?
5. What are the critical ethical components in a questionnaire introduction?
6. Who are vulnerable people in research? How do ethical researchers protect vulnerable
people?
7. How to respect an individual’s privacy and confidentiality in research

Topic 6: (addressed within Topic 9)

Topic 7: Sampling
1. Identify the three fundamental concepts in determining your sample size.
2. Why do you need to do a sample of your population?
3. Define and explain the differences between census and sample.
4. Define and explain the differences between the two types of sampling methods.
5. Describe the types of Probability and Non-Probability Sampling methods.
6. What are the advantages and disadvantages of the Simple Random Sampling (SRS)
method?
7. Why is the Simple Random Sampling (SRS) method impossible in most research cases?
8. What are the advantages and disadvantages of the Convenience Sampling method?

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

9. What are the advantages and disadvantages of the Snowball or Referral Sampling method?
10. Explain what sampling errors are. When do they happen, and do to prevent them? Think
about examples.
11. Explain what non-sampling errors are. When they happen and do to avoid them. Illustrate
with examples.
12. What trade-off do researchers encounter when deciding the sample size?
13. What does confidence level indicate?
14. What does a confidence interval represent?
15. What is "response rate"?
16. How can researchers increase the response rate?
17. Explain two challenges or barriers that impact your results/findings.
18. What is the completion rate?
19. What should researchers do to increase the completion rate of a survey?
20. What method has a higher response and completion rate – researcher-administered or self-
administered? Explain why?

Topic 8: Data Collection

1. What are the different types of data that can be collected?
2. What are the tools to collect data in a survey and in in-depth interviews and focus groups?
3. What should researchers do during data collection to guarantee they will achieve the
response rate planned?

Topic 9: Quantitative Data Analysis

1. Describe each step described in Figure 2.
Figure 2. Data Preparation process

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

2. Why is data preparation important for data analysis?

3. Describe how to code open-ended questions.
4. What are the differences between univariate, bivariate, and multivariate descriptive analysis?
Explain how they apply to your research project.
5. What does Frequency mean?
6. What does Central Tendency mean?
5. What does Dispersion mean?
6. Explain and provide an example of a Mean.
7. Explain and provide an example of a Mode.
8. Explain and provide an example of a Median.
9. Explain the range of data.
10. Explain Variance analysis.
11. Explain Standard Deviation.
12. How many steps does your Result Analysis consist of? Explain each step.
13. What is cross-tabulation, and how would a researcher use it?
14. What benefit does cross-tabulation have in analyzing results?
15. Describe which elements in your research you would use cross-tabulation for.

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

16. What are the steps in your final research report?

17. What parts does your research report consist of?

For the groups that used SPSS:

18. Explain the concept of T-testing analysis.
19. When is T-testing analysis used?
20. What are the three types of T-testing analysis used?
21. What is T-Testing based on?
22. What needs to be considered when doing a T-test analysis?
23. What analysis techniques can be adopted when using SPSS?

Case study

Evaluate the situation described below and assess if the questionnaire will solve the problem
and answer the research questions.
Would you recommend changes to the questionnaire? Which one(s)/Justify your
recommendations. Would you add questions? Which one (s)? Why?

Problem definition

The purpose of this research is to understand the promptness of Lusail residents to adopt IoT to improve
the adoption of more sustainable and urban living by this community.

In the long term, Lusail can be a benchmark for the government to implement the concept in other areas
of the country.

Research question(s)

This research intends to identify the readiness of Lusail residents to adopt IoT, identify the potential areas
to adopt IoT, and Lusail residents' concerns and benefits perceptions over the IoT adoption. Therefore,
the study has the following research questions:

1. Are Lusail residents ready to adopt IoT?

2. What is the current adoption rate of IoT devices by Lusail residents?
3. What are the benefits and concerns perceived by Lusail residents?

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

Questionnaire:

Welcome to our survey!

We are undergraduate students and one of us is an entrepreneur with a business idea about IoT.

All data collected will be used for academic purposes. Your responses are entirely anonymous and will

remain confidential.

The estimated time to finish this survey is around 3 to 10 minutes. Thank you for your participation.

IoT

The IoT is a complex state-of-the art solution for savvy consumers. It involves physical objects that have

sensors and devices. These objects communicate with computer systems using wired or wireless

networks, allowing for the digital monitoring and control of the physical world (McKinsey&Company, 2022)

1. Do you live in Lusail City?

● Yes

● No

2. What is your gender?

● Male

● Female

3. What is your age range?

● Under 18 years old

● 20 to 25 years old

● 28 to 35 years old

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

● 36 to 45 years old

● Over 50 years old

4. What is the highest level of education you have completed?

● Less than high school graduate (LTHSG)

● High school graduate

● Unfinished higher education

● Technical diploma

● Bachelor’s degree

● Unfinished postgraduate studies

● Postgraduate studies

● Other (please specify) __________________________

5. Which of the following best describes your current occupation?

● Student

● Employed

● Self-employed

● Unemployed and looking for a job.

● Unemployed not looking for a job.

● Retired

● Other (please specify) __________________________

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

6. Do you have any devices IoT-enabled in your home?

if yes, which one? ____________________

7. Select which of the following devices would you want to have IoT-enabled in your home?
(Select all that apply)

● Smart Lighting (e.g., smart bulbs, smart switches)

● Security (e.g., smart locks, surveillance cameras)

● Climate control (e.g., smart thermostats, smart fans)

● Kitchen appliances (e.g., smart fridge, smart oven)

● Bathroom system (e.g., smart bathtub/shower, smart speakers)

● Entertainment systems (e.g., smart TV, smart speakers)

● Automated gardening systems

● Other (please specify) __________________________

8. The following pictures illustrate different integrations of IoT across multiple rooms in

homes. On a scale of 1-3 (1 being most interested, 3 being least interested) please rank

your level of interest for each of the following rooms integrated with IoT.

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

Living Room
Temperature control
- Light intensity
-Sound system
-TV
- Music

Bathroom
- Temperature
control
- Light
intensity
-Sound system
-TV
-Water
temperature

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

Kitchen

9. If you install IoT, how would you prefer to control or manage IoT devices in any of the areas
above?
(Select all that apply)
● Via smartphone or tablet app

● Voice-activated assistants (e.g., Alexa, Google Assistant)

● A centralized wall-mounted control panel

● Automated behaviors without manual control

● Other (please specify) __________________________

● I do not have a preference

10. How important is user-friendliness of the IoT management interface to you as a user?

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

Not
Slightly Very
Important at Extremely
all Important Important Important Important

Easy to setup 1 2 3 4 5

Easy to use 1 2 3 4 5

11. Would you consider using accessibility features (e.g., voice commands, gesture control,
etc.) if they were available to your IoT devices?

● Yes, definitely.

● Maybe, I would need to try it first.

● I have no idea.

Why?_______________________________________________________________________________

12. How comfortable would you be with IoT devices collecting and sharing data (usage
patterns, preferences) to enhance functionality and personalization?

Somehow A little Less

Very Not
Comfortable Comfortable Comfortable Comfortable Comfortable

Usage
1 2 3 4 5
patterns

User
1 2 3 4 5
preferences

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

13. How willing would you be to integrate IoT technologies in your home if they became
available?
Very Somewhat Somewhat
Unwilling Unwilling Neutral Willing Very Willing

Willingness to
integrate IoT
1 2 3 4 5
technologies
in your home

14. Rate the importance of factors that most influence your willingness to invest in IoT
technology for your home
Not important Slightly Extremely
at all Important Important Very Important Important

Proven cost
savings over 1 2 3 4 5
time

Clear and
demonstrated 1 2 3 4 5
utility/benefit

Ease of
installation 1 2 3 4 5

Ease of use
1 2 3 4 5

Positive online
reviews/testim 1 2 3 4 5
onials

Recommendatio
ns from people I 1 2 3 4 5
trust

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MRKT2002: Marketing Research
Revision questions Topics 1 - 9

Other (Please
specify) 1 2 3 4 5
__________

15. Rate the importance of support necessary if IoT technology were integrated into your home?
Not important Extremely
at all Slightly Important Important Very Important Important

Professional
installation and 1 2 3 4 5
setup

A detailed user
manual 1 2 3 4 5

Access to a 24/7
customer 1 2 3 4 5
service hotline

Regular
maintenance 1 2 3 4 5
checks

Other (Please
specify) 1 2 3 4 5
__________

I do not foresee
1 2 3 4 5
needing support

We thank you for your time spent taking this survey.

Your response has been recorded.

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