Consumer Research: Methods, Questionnaire Basics, Sampling and Data Interpretation (Overview) Questions

Question 1

Define consumer research.

Accepted Answer

Consumer research is the systematic collection and analysis of information about consumers to support marketing decisions.

Question 2

What is primary data?

Accepted Answer

Primary data is first-hand data collected directly for the current research study.

Question 3

What is secondary data?

Accepted Answer

Secondary data is existing data that was collected earlier for some other purpose and is reused for the present study.

Question 4

State one qualitative research method.

Accepted Answer

Focus group discussion is one qualitative research method.

Question 5

What is sampling?

Accepted Answer

Sampling is the process of selecting a subset of the population to represent the population in a study.

Question 6

What is a questionnaire?

Accepted Answer

A questionnaire is a structured set of questions used to collect data from respondents.

Question 7

Differentiate between primary and secondary data (any three points).

Accepted Answer

Primary vs secondary data:

| Basis | **Primary data** | **Secondary data** |
|---|---|---|
| Source | collected first-hand | collected earlier by others |
| Cost/time | **costly** and time-consuming | **cheap** and quick |
| Suitability | specific to current study | may be outdated/not specific |

Examples: survey (primary) vs census report (secondary).

Question 8

Differentiate between qualitative and quantitative research with examples.

Accepted Answer

Qualitative vs quantitative research:

| Basis | **Qualitative** | **Quantitative** |
|---|---|---|
| Focus | **why/how** (motives, opinions) | **how many/how much** (numbers) |
| Sample | small, in-depth | large, structured |
| Example | focus group | survey with ratings |

Often, qualitative explores and quantitative validates.

Question 9

State any three principles of a good questionnaire.

Accepted Answer

Principles of a good questionnaire (any three):

- **Clarity** (simple language)
- **Neutral wording** (avoid leading questions)
- **Logical order** (general → specific)
- Pilot testing, length control

These reduce bias and improve response accuracy.

Question 10

Differentiate between probability and non-probability sampling with examples.

Accepted Answer

Difference:

| Basis | **Probability sampling** | **Non-probability sampling** |
|---|---|---|
| Selection chance | known chance | unknown chance |
| Example methods | **simple random**, stratified | **convenience**, quota |
| Use | more representative | quicker/cheaper but biased |

Choose based on accuracy need, budget and time.

Question 11

Explain pilot testing of a questionnaire and state any three benefits.

Accepted Answer

**Pilot testing** means testing the questionnaire on a small sample before the final survey.

Benefits (any three):
- Identifies **unclear questions** and confusing wording.
- Checks **sequence/flow** and survey length (reduces fatigue).
- Helps detect missing options and improves **reliability**.

| Before pilot | After pilot |
|---|---|
| errors/ambiguity | clear and usable questionnaire |

Question 12

What is sampling error and how is it different from bias? (Any three points)

Accepted Answer

**Sampling error** is the difference between a sample result and the true population value.

Difference from bias:

| Basis | **Sampling error** | **Bias** |
|---|---|---|
| Nature | random variation | systematic error |
| Can reduce by | larger **sample size** | better design/neutral questions |
| Example | chance selection differences | leading question, convenience sample |

Sampling error may shrink with size; bias distorts results even with large samples.

Question 13

Explain the consumer research process with a neat flow chart.

Accepted Answer

Consumer research is carried out in a systematic sequence.

### Steps
1) **Problem definition** (what decision needs support?)
2) Set **research objectives**
3) Decide data sources: **secondary** and/or **primary**
4) Design **sampling** plan (population, frame, size)
5) Choose method and collect data (survey/interview/observation)
6) **Data analysis** (tables, charts, averages)
7) **Interpretation** and recommendations

Flow chart (draw/write):
Problem → Objectives → Data plan → Sampling → Collection → Analysis → Interpretation → Action

### Conclusion
A systematic process improves accuracy and reduces decision risk.

Question 14

Explain sampling: key terms and types of sampling methods (use a table).

Accepted Answer

### Meaning
**Sampling** is selecting a subset of a population to represent the whole.

### Key terms
- **Population**: total group under study.
- **Sample**: selected subset.
- **Sampling frame**: list/source from which sample is drawn.
- **Sampling error**: difference between sample result and true population value.

### Types of sampling
| Type | **Keyword** | Methods |
|---|---|---|
| **Probability** | **known chance** | simple random, stratified, systematic, cluster |
| **Non-probability** | **unknown chance** | convenience, judgment, quota, snowball |

### Conclusion
Probability sampling is more representative, while non-probability is faster but may be biased.

Question 15

Explain basic data interpretation in consumer research and how it helps marketing decisions (include a small table).

Accepted Answer

Data interpretation converts raw data into useful insights for action.

### What interpretation includes
- Summarising data using **tables/charts** (bar, pie).
- Calculating **percentages/averages**.
- Comparing segments (students vs professionals).
- Finding patterns: top feature, biggest complaint.

| Finding from data | **Decision** |
|---|---|
| 70% value battery | emphasise battery in product + ads |
| price sensitivity high | offer value packs/discounts |

### Conclusion
Interpretation helps firms take evidence-based decisions in product, price, promotion and place.

Basis	Primary data	Secondary data
Source	collected first-hand	collected earlier by others
Cost/time	costly and time-consuming	cheap and quick
Suitability	specific to current study	may be outdated/not specific

Consumer Research: Methods, Questionnaire Basics, Sampling and Data Interpretation (Overview)

8 more questions to unlock