Quiz-3
Multiple
Choice
Identify
the letter of the choice that best completes the statement or answers the
question.
1. Exploratory research is most often used when
a researcher
a. |
seeks to reduce the total time of a
research study. |
b. |
seeks to reduce the total dollar costs
of a research study. |
c. |
needs to show cause-and-effect in a
research design. |
d. |
needs further clarification as to the
nature of a problem or opportunity. |
2. Discussions among camera retailers to
identify the major cause of poor sales of a recently introduced new-model
digital camera is an example of
a. |
secondary data collection. |
c. |
conclusive research. |
b. |
exploratory research. |
d. |
experimentation. |
3. Information that has not been gathered for
the immediate study at hand but for some other purpose is known as
a. |
marketing intelligence data. |
c. |
secondary data. |
b. |
primary data. |
d. |
MIS data. |
4. Which of the following are examples of
internal secondary data?
a. |
Surveys conducted specifically for the
problem/opportunity at hand |
b. |
Company-based budgets and prior research
reports |
c. |
Single source data conducted by
Information Resources Inc. |
d. |
Survey of Current Business and Census of
Population (published by governmental agencies) |
5. Information that is gathered to address a
specific issue or problem at hand is known as
a. |
marketing intelligence data. |
c. |
secondary data. |
b. |
primary data. |
d. |
MIS data. |
6. A firm needs to conduct primary data
collection when
a. |
secondary data sources are dated. |
b. |
the firm's research budget is limited. |
c. |
the firm must conduct the research
project immediately. |
d. |
the firm lacks the ability to properly
evaluate a research study. |
7. According to the marketing vice-president of
a regional soda manufacturer, "we need to better understand the reason(s)
for the comparatively slow growth of our bottled water brand relative to our
major competitors." This executive should focus on which stage of the
marketing research process?
a. |
Generation of primary data |
c. |
Issue (problem) definition |
b. |
Examination of secondary data |
d. |
Data analysis |
8. Which of these is an example of a precise
research issue (problem)?
a. |
Why are sales rising at a greater rate
than competitors'? |
b. |
Is the sales force effective? |
c. |
What percent of the target market can
correctly associate the product as being marketed by Johnson & Johnson? |
d. |
Why have profits not met expectations? |
9. Which form of information collection
generally accompanies the undertaking of exploratory research?
a. |
Secondary data analysis |
c. |
Observation |
b. |
Experimentation |
d. |
Personal interview |
10. A retailer seeks to determine the percent of
its credit card users that live within 10 miles of its main store. Which
internal secondary source should it use?
a. |
Profit-and-loss statements |
c. |
Salesperson call reports |
b. |
Inventory records |
d. |
Customer billings records |
Quiz-3
Answer
Section
MULTIPLE
CHOICE
1. D
2. B
3. C
4. B
5. B
6. A
7. C
8. C
9. A
10. D