1) Secondary data consists of information ________.
a) That already exists somewhere and was
collected for another purpose
b) Used by competitors
c) That does not currently exist in an organized form
d) That already exists somewhere and is outdated
2) Which form of data below can usually be obtained more quickly and at a lower cost than the
others?
a) Survey research
b) Syndicated
c) Secondary
d) Primary
3) Causal research is used to ________
a) Describe marketing problems or situations
b) Quantify observations that produce insights unobtainable through other forms of research
c) Gather preliminary information that will help define problems
d) Test hypotheses
about cause-and-effect relationships
4) In the second step of the marketing research process, research objectives should be translated
into specific ________.
a) Financial amounts
b) Results that justify the means
c) Marketing goals
d) Information needs
5) Survey research, though used to obtain many kinds of information in a variety of situations,
is best suited for gathering ________ information.
a) Attitudinal
b) Personal
c) Exploratory
d) Descriptive
6) Which method could a marketing researcher use to obtain information that people are
unwilling or unable to provide?
a) Focus groups
b) Personal interviews
c) Questionnaires
d) Observational research
7) Which form of marketing research is flexible, allows for explanation of difficult questions,
and lends itself to showing products and advertisements?
a) Personal
interviewing
b) Ethnographic research
c) Observational research
d) Online interviewing
8) Which of the following is a disadvantage of online focus groups?
a) Results take longer to tabulate and analyze.
b) Participants must be in a central location.
c) The cost of online focus groups is greater than that of most other qualitative research methods.
9) What are the two types of research data?
a) Qualitative and
Quantitative.
b) Primary and secondary.
c) Predictive and quantitative.
d) Qualitative and predictive
10) The most common research instrument used is the
a) Questionnaire
b) Moderator
c) Telephone interviewer
d) Live interviewer
11) What is a major drawback of probability sampling?
a) Takes too much
time
b) Sampling error cannot be measured
c) Easiest population from which to obtain info is chosen
d) Everyone has an equal chance of selection
12) In marketing research, the ________ phase is generally the most expensive and most subject
to error.
a) Interpreting and reporting the findings
b) Exploratory research
c) Data collection
d) Planning
13) The real value of a company's marketing research and information system lies in the _____
a) Amount of data it generates
b) Marketing information system it follows
c) Efficiency with which it completes studies
d) Quality of
customer insights it provides
14) What is the first step in the marketing research process?
a) Developing a marketing information system
b) Developing the research plan for collecting information
c) Implementing the research plan
d) Defining the
problem and research objectives
15) A common problem in international marketing research is the availability of ________.
a) Primary data
b) Research specialists
c) Secondary data
d) Consumers willing to answer surveys
16) Which type of research would be best suited for identifying which demographic groups
prefer diet soft drinks and why they have this preference?
a) Exploratory research
b) Descriptive
research
c) Experimental research
d) Ethnographic research
17) What do many researchers encounter when conducting market research in foreign countries?
a) Some countries have poor roads that limit personal contacts.
b) Some cultures may not value marketing research.
c) Some countries have few telephones, limiting access to respondents
d) All of the above
18) What are examples of techniques of obtaining qualitative data?
a) Survey
research/questionnaires; focus groups; in-depth interviews; observational
techniques;
experimentation.
b) Video conferencing; focus groups; in-depth interviews; observational techniques.
c) Survey research/questionnaires; focus groups; in-depth interviews; observational techniques;
call centre feedback.
d) All of the above.
19) What are four methods of continuous research?
a) Consumer panels;
home audits; omnibus surveys; retail audits.
b) Consumer panels; home audits; personal interviews; omnibus surveys.
c) Home audits; omnibus surveys; personal interviews; in-store video footage of consumer
behaviour.
d) Consumer panels; home audits; personal interviews; in-store video footage of consumer
behaviour.
20) “what new product should be developed” is an example of …………??
a) Causal
b) Exploratory
c) Descriptive
d) None of the aboves
21) Sources of marketing information are categorized into two groups - what are they?
a) External sources;
internal sources.
b) Causal resources.
c) Macro environmental sources; micro environmental sources
d) All of the above.
22) What are three popular methods for obtaining primary data?
a) Experimentation; personal interview; Delphi technique.
b) Survey; interviews; experimentation.
c) Interviews and
surveys; observation; experimentation.
d) Interviews and surveys; observation; Harrison methodology
23) As marketing managers and researchers define the problem and set research objectives, they
should employ the following type(s) of research: __________
a)Exploratory research alone
b)Exploratory,
descriptive and causal research
c)Descriptive research alone
d)Causal research alone
24) What are secondary data?
a) Information that has been collected for the specific purpose at hand
b)Information that
has already been collected and recorded for another purpose and is
thus readily
accessible
c)Information based on second-rate research
d)Information based solely on rumours
25) What is the first stage of the marketing research process?
a) Implement the research plan
b) Collect and analyse the data
c) Develop the research plan
d) Define the
research problem
26) Primary data is ___________.
a) Always collected before secondary data
b) Collected for the
specific purpose at hand
c) Information that already exists
d) Data collected for other purposes
27) Census comes under which research?
a) Causal
b) Exploratory
c) Descriptive
d) None of the above
28) …………….. is called pre-assumption of the expected result of the research
a) Hypothesis
b) Expenditure
c)Research problem
d) None of the above
29) Cause and effect research comes under which research type?
a) Causal
b) Exploratory
c) Descriptive
d) None of the above
30) Detail blueprint of research is called as……………….
a) Research proposal
b) Research design
c) a and b
d) a or b
31) A powerful tool use in longitudinal research with exactly same people, group or
organization across time periods is called…………..
a) Focus group
b) consumer panel
c) RSA
d) None of the above
32) _____________ research is the gathering of primary data by watching people.
a)Survey
b)Informative
c) Observational
d)Experimental
e)Causal
33) A………….. is written account of the plan for the research project.
a) Research design
b) Research proposal
c) Hypothesis
d) All of the above
34) The research which is “unstructured, qualitative, highly flexible “ is called as
a. Causal
b) Exploratory
c) Descriptive
d) None of the above
35) Following are techniques of Qualitative Research ?
a) Depth interview
b) Focus group
c) Projective technique
d) All of the above
36) All sample have same chance of getting selected is called as…………
a) Probability
b) Non-Probability
c) Quota
d) Snowball
37) Convenience sampling is an example of
a) Probabilistic sampling
b) Stratified sampling
c) Nonprobabilistic
sampling
d) Cluster sampling
38) ________ is the systematic collection and analysis of publicly available information about
consumers, competitors, and developments in the marketing environment.
a) Marketing data
b) Marketing
intelligence
c) Sales management
d) Customer intelligence
39) What is the first step in the marketing research process?
a) Developing a marketing information system
b) Defining the
problem and research objectives
c) Developing the research plan for collecting information
d) Implementing the research plan
e) Hiring an outside research specialist
40) The objective of ________ research is to gather preliminary information that will help
define the problem and suggest hypotheses.
a) Exploratory
b) Descriptive
c) Causal
d) Primary
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