What's the Source
Which of the following is an example of secondary data:
a.The information on a sales invoice
b.The results of a focus group
c.The outcome of an experiment
d.The answers to a survey
a.The information on a sales invoice
An organization is gathering, recording, and analyzing data about its target market. This activity is known as
a.marketing research. c.performing a case study.
b.test marketing. d.conducting experiments.
a.marketing research.
A marketing plan is designed to attract target customers through a set of
a.workshops. c.rules.
B.strategies. d.acquisitions.
B.strategies.
Which of the following activities helps managers make smart decisions regarding the
problems and opportunities facing their businesses:
a.Conducting marketing research
c.Hiring new employees
b.Advertising and sales promotion
d.Providing customer service
a.Conducting marketing research
***Double Jeopardy***
Which of the following is the most significant reason why marketing research is important
to businesses:
a.It improves financial management.
b.It contributes to business success.
c.It makes competitors take notice of the business.
d.It helps the business to base decisions on opinions.
b.It contributes to business success.
*** Double Jeopary****
One reason that marketers conduct secondary research is to
a.clarify research questions.
b.create hypotheses.
c.make accurate predictions.
d.learn more about a specific industry.
d.learn more about a specific industry.
A company wants to know why sales of a certain product are not growing. Its purpose in
conducting marketing research is to
A.monitor. c.explain.
b.test hypotheses. d.predict.
c.explain.
***Double Jeopary***
How research will be conducted depends on a business’s
a.industry and resources. c.size and resources.
b.products and employees. d.size and industry.
c.size and resources.
How could a business use marketing research data it has gathered about the average age,
income, educational level, and spending patterns of area consumers?
a.To create a mailing list for the business
b.To identify problems within the business
c.To develop a profile of the typical customer
d.To establish an appropriate operating budget
c.To develop a profile of the typical customer
Marketers look for internal data in
a.trade association reports.
b.informal interviews.
c.the organization’s information system.
d.government databases.
c.the organization’s information system.
***Double Jeopary***
A company’s marketers guess that if they invest in sales force training, sales will increase by
15%. This guess is called a(n)
A.simulation. c.independent variable.
B.hypothesis. d.pilot study.
B.hypothesis.
Which of the following is a true statement about marketing plans:
a.They require a lot of time and effort to write.
b.They are important only for new businesses.
c.They are internal documents written for management.
d.They work best for big companies.
a.They require a lot of time and effort to write.
The success of any marketing research study depends most directly on
a.having enough money. c.hiring the right researchers.
b.finding the best customers. d.defining the problem correctly.
d.defining the problem correctly.
A business owner marked down a line of products in order to sell them, but customers still didn’t buy them. Marketing research might have been used in this situation to protect the
business from
A.embarrassment. c.competitors.
b.financial loss. d.loss of clientele.
b.financial loss.
Which of the following is an example of internal data:
a.A field test
b.A cash register receipt
c.A competitor’s website
d.A media report
b.A cash register receipt
A company’s marketers hold a meeting to lay out the master plan for conducting a marketing research project. This plan is known as the research
A.questionnaire. c.variable.
B.design. d.focus.
B.design.
Marketing plans help marketers understand past decisions and outcomes better so that they can avoid
a.repeating past mistakes.
c.explaining problems to management.
b.writing new marketing plans.
d.losing market share.
a.repeating past mistakes.
Which of the following is a benefit of having managers and researchers on the same page about the marketing research problem:
a.It eliminates the need to establish research objectives.
b.It keeps the business from wasting resources.
c.It ensures favorable results from the research study.
d.It improves the business’s market share.
b.It keeps the business from wasting resources.
Which of the following is a true statement about the steps in the marketing research process:
a.The order of the steps in marketing research can be changed to suit the business.
b.The amount of data being gathered affects the steps in the marketing research process.
c.The business can leave out some of the steps in marketing research in certain situations.
d.The steps in marketing research must follow a certain order, and none can be eliminated.
d.The steps in marketing research must follow a certain order, and none can be eliminated.
Primary research collects data for
a.marketers across the industry to use.
b.understanding economic cycles.
c.the research project at hand.
d.informational purposes only.
c.the research project at hand.
Which of the following is determined in a research project’s master plan:
a.The company’s target market c.How much data to collect
b.How much the marketers will be paid
d.The purpose of the research
c.How much data to collect
Marketing plans help marketers understand target market(s) better because
a.they require personal interviews with people in the target market(s).
b.without a marketing plan, a company has no target market(s).
c.most of the marketing plan is about the target market(s).
d.they require a great deal of research into the target market(s).
d.they require a great deal of research into the target market(s).
The problem from the researchers’ perspective is known as the
a.research objective. c.research problem
b.investigation objective. d.decision problem.
c.research problem
Descriptive research is a type of marketing research that is used by businesses when they
need to
a.make predictions of the business’s future sales.
b.decide which direction to take in a given situation.
c.try several theories to see what solution would work best.
d.obtain specific data related to the business’s situation.
d.obtain specific data related to the business’s situation.