MULTIPLE CHOICE QUESTIONS

The multiple-choice questions need to be answered on the Answer Form by circling the answer you
think is correct.

QUESTION 1

Each phase of the marketing research process is important. If in the first phase of the process the problem is
identified, what is done after that but before data is collected?

a. Determine the solution to the problem, identify relevant information sources and evaluate data collection
methods
b. Determine what information is needed, identify relevant information sources, and evaluate data
collection methods
c. Determine the solution to the problem, determine what information is needed, and identify relevant
information sources.
d. Determine what information is needed, evaluate data collection methods, and analyze the data

QUESTION 2

Which of the tasks below might be conducted by the researcher during the “problem definition” and the
“development of an approach to the problem” steps of the marketing research process?

a. analysis of secondary data

b. interviews with industry experts
c. qualitative research
d. all of the above

QUESTION 3

Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.

a. marketing variables; environment

b. marketing variables; marketing information system
c. marketing information system; environment
d. none of the above

QUESTION 4

Interviews with industry experts (individuals knowledgeable about the firm and the industry) may help formulate
the marketing research problem. Which of the following statements is true about interviews with industry
experts?

a. These experts may be found both inside and outside the firm.
b. Typically, expert information is obtained by unstructured personal interviews without administering a
formal questionnaire.
c. It is helpful to prepare a list of topics to be covered during the interview.
d. All of the above are true.
QUESTION 5

Which of the following statements about secondary data is true?

a. Secondary data are originated by the researcher for the specific purpose of addressing the research
problem at hand.
b. Secondary data are an economical and quick source of background information.
c. Primary data should not be collected until the available secondary data have been fully analyzed.
d. Both b and c are true.
 QUESTION 74

To increase the readership of the catalogue, the management of Max and Ruby decided to
incorporate a game into the catalogue. The game, referred to as the ‘lucky numbers game’, is about
finding five different numbers that are hidden at different places in the catalogue. Entering these
numbers on the order form when placing an order of at least €100 gives the customer a 10% discount
on the current order. To be successfully implemented, it is important to assess whether the provision
of a discount indeed is an important driver of game playing intentions. To tackle this question the
researchers conducted a multiple regression in which “intention to play the lucky numbers game” is
regressed on “I play promotional games for enjoyment” and “I play promotional games for the
associated discounts”. All items are measured using a 7 point Likert scale with 1 = completely
disagree; 7 = completely agree. The SPSS output is provided in exhibit “SPSS output questions 74
and 75”.

Based on the output in exhibit “SPSS output questions 74 and 75”, please evaluate the following
statements.
Statement 1: Approximately 23% of the variance in “intention to play the lucky numbers game” is
explained by the variables “I play promotional games for enjoyment” and “I play promotional
games for the associated discounts”.
Statement 2: R-square adjusted value for this model is statistically seen equal to zero.

a. Statement 1 is true, Statement 2 is true

b. Statement 1 is true, Statement 2 is false
c. Statement 1 is false, Statement 2 is true
d. Statement 1 is false, Statement 2 is false

QUESTION 75

Based on the output in exhibit “SPSS output questions 74 and 75”, it can be concluded that.

a. The variables “I play promotional games for enjoyment” and “I play promotional games for the
associated discounts” both have a significant positive impact on the outcome variable
b. The variables “I play promotional games for enjoyment” and “I play promotional games for the
associated discounts” both have no impact on the outcome variable
c. The variable “I play promotional games for enjoyment” has a significant positive impact on the
outcome variable, whereas the variable “I play promotional games for the associated discounts” has no
impact on the outcome variable
d. The variable “I play promotional games for enjoyment” has no significant impact on the outcome
variable, whereas the variable “I play promotional games for the associated discounts” has a significant
positive impact on the outcome variable
Exhibit “SPSS output questions 74 and 75”

END OF THE EXAM