Certified Nonprofit Professional Practice Exam

True or False: In order to be useful, marketing research must be collected through a survey.

1. True

2. False

3. Only if qualitative data is needed

4. Only if quantitative data is needed

The correct answer is: False

The assertion that marketing research must be collected through a survey to be useful is false. Marketing research encompasses a wide range of methods and sources for data collection beyond just surveys. These methods can include focus groups, interviews, observational studies, secondary data analysis, case studies, and more. Each method serves different research needs and can provide valuable insights depending on the context and objectives of the research. For example, qualitative research methods may be more appropriate for exploring deep insights and motivations, while quantitative methods, such as surveys, are valuable for gathering numerical data that can be statistically analyzed. Surveys are indeed a common and useful tool in marketing research, particularly for collecting quantitative data and understanding consumer preferences at scale. However, limiting the concept of marketing research solely to surveys overlooks the richness and diversity of methodologies available to researchers. This broader perspective allows nonprofit organizations and other entities to tailor their research strategies to best fit their specific objectives and constraints.