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26. If a researcher wanted to gain a greater understanding of a particular research problem, they would most likely use

*  A. problem development.

* B. descriptive research.

* C. causal research.

* D. exploratory research.

* E. primary data.

27. The best measure of the effectiveness of a market research project is

*  a. whether the research answers the research problem.

* b. whether the research findings lead to decisions that contribute to achieving marketing goals.

* c. whether it validates the decisions made by senior management.

* d. whether it is delivered on time and on budget.

* e. whether the results are as expected.

28. Robinson’s, a leading Singaporean department store, knows that for every $50 voucher given, $125 of sales result. As such it heavily promotes its gift vouchers in the expectation that gift recipients will be drawn into the store and make a substantial purchase. Robinson’s gathers this kind of information through its

* a. Customer loyalty scheme

* b. point-of-sale

* c. marketing information system

* d. sales force

* e. primary data

29. Which of the following would best describe an opinion leader from a marketing perspective?

*  a. A person of high standing in the community

* b. A reference group member who provides relevant and influential advice

* c. A family member

* d. Media commentators who have a large audience

* e. The habits of a person from the same culture and social class as the individual

30. Culture, family and social class are all examples of which broad influence on consumer behaviour?

* a. Situational

* b. Individual

* c. Group

* d. Psychological

* e. Motivational

31. Which of the following issues should be considered in deciding whether to undertake a market research project?

* a. The likelihood the research will confirm the hypothesis

* b. The likelihood the research will solve or...