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