Key sources of information available to marketing managers include ...

Customer information.

Market intelligence.

Market research.

All of the above.

All of the above.

Correct
Answer:

Which one of the following is a source of PRIMARY data?

Online journal databases

The ABS (Australian Bureau of Statistics).

Surveys or questionnaires.

IbisWorld.

Surveys or questionnaires.
Correct
Answer:

A _________________ consists of people, equipment, and procedures

to gather, sort, analyse, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers.
financial information system

management intelligence plan

management information system

marketing information system

 marketing information system
Correct
Answer:

A good marketing information system balances the information

managers would like to have against:
what they really need and what is feasible to offer.

information that is available.

what is supplied by consultants.

information that competitors have.

what they really need and what is feasible to offer.

Correct
Answer:

One of the greatest problems in obtaining and accessing information

that is relevant to a marketing manager is:
the number of people that are seeking the information.

a cataloging system for the information.

the intelligence of the manager.

the cost and time of obtaining the information.

the cost and time of obtaining the information.

Correct
Answer:
 Information in the firm's database can come from many sources.
Which of the following would not be chief among these sources?
The accounting department.

Interviews with stockholders.

The marketing department.

The manufacturing department.

Interviews with stockholders.

Your Answer:

One of the most common problems with using internal information is

that:
the data is almost always unsecured and, therefore, suspect as to reliability.

since it was probably collected for some other purpose, it may be incomplete or
wrong.

top executives are usually unwilling to relinquish data, therefore, the data has
limits.

it is usually expensive to retrieve.

since it was probably collected for some other purpose, it may be incomplete or
Your wrong.
Answer:

______________ is(are) the systematic collection and analysis of

publicly available information about competitors and developments in
the marketing environment.
Competitor analysis

Internal company records

 Marketing intelligence

Marketing research

Marketing intelligence
Correct
Answer:

Typical situations in which ________________ is used include market

potential ad market share studies, assessments of customer
satisfaction and purchase behaviour, and/or studies of pricing,
product, distribution, and promotion activities.
marketing intelligence

internal company records

marketing research

marketing control

marketing research
Your Answer:

The first step in the marketing research process is best described as

being one where the marketing manager has to:
develop the research plan for collecting information.

define the problem and research objectives.

interpret and report the findings.

implement the research plan, and collect and analyze the data.

define the problem and research objectives.

Your Answer:
 ________________ is marketing research to gather preliminary
information that will help define problems and suggest hypotheses.
Exploratory research

Causal research

Experimental research

Descriptive research

Exploratory research
Correct
Answer:

The type of research used to describe things such as the market

potential for a product is called:
Descriptive research.

Causal research.

Exploratory research

Investigative research.

Descriptive research.
Correct
Answer:

___________________ is marketing research to test hypotheses

about cause-and-effect relationships.
Exploratory research
 Experimental research

Descriptive research

Causal research

Causal research
Correct Answer:

__________________ is information that already exists somewhere,

having been collected for another purpose.
Experimental information

External information

Primary data

Secondary data

Secondary data
Correct
Answer:

_________________ is information collected for the specific purpose

at hand.
External information

Experimental information

Primary data

Secondary data
 Primary data
Your
Answer:

All of the following are advantages of using secondary data EXCEPT:

secondary data can be obtained from either internal or external sources.

secondary data can often provide data that an individual firm cannot collect on its
own.

secondary data can be obtained more quickly than primary data.

secondary data usually costs more (but is usually worth it) than primary data.

secondary data usually costs more (but is usually worth it) than primary data.
Correct
Answer:

Designing a plan for primary data collection usually calls for decisions
in all of the following areas EXCEPT:
contact methods.

payment methods.

research approaches.

research instruments.

payment methods.
Your Answer:

________________ research is the gathering of primary data by

observing relevant people, actions, and situations.
Survey
 Experimental

Questionnaire

Observational

Observational
Your
Answer:

______________ is the gathering of primary data by asking people

questions about their knowledge, attitudes, preferences, and buying
behavior.
Survey research

Mechanical research

Observational research

Experimental research

Survey research
Your Answer:

The major advantage of survey research is its:

organisation.

structure.

flexibility.

simplicity.

flexibility.
Correct Answer:
 Which of the following common survey methods is rated "poor" in
terms of speed of data collection?
Telephone

Personal

Online

Mail

Mail
Your
Answer:

When a marketing research organization chooses a segment of the

population that represents the population as a whole, they have chosen
a _______________.
bi-variant population

sample

group

market target

sample
Correct
Answer:
 Designing the sample in a research process requires three decisions.
Which of the following is not one of those decisions?
Who will check the accuracy of the sample?

Who is to be surveyed?

How many people are to be surveyed?

How should the people in the survey be chosen?

Who will check the accuracy of the sample?

Correct
Answer:

When the researcher is using a _____________, each population

member has a known chance of being included in the sample.
probability sample

sample size measure

non probability sample

sampling unit

probability sample
Correct Answer:

If the researcher (because of time or cost constraints) selects the

easiest population members from which to obtain the information, he
or she has just selected a(n):
judgment sample.

convenience sample.
 stratified random sample.

sample random sample.

convenience sample.
Your Answer:

_________________ allow respondents to answer questions in their

own words.
Open-end questions

Closed-parameter questions

Conditioned response questions

Closed-end questions

Open-end questions
Correct Answer:

Which one of the following research methods is most likely to be

quantitative in nature?
Participant observation

Projective techniques

In-depth interviews

Surveys

Surveys
Correct Answer: