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