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1 | |
The marketing information system has four elements. These are Internal continuous data, Internal ad-hoc data, Environmental scanning and: |
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| | A) | Competitor analysis |
| | B) | Primary research |
| | C) | Marketing research |
| | D) | SWOT analysis |
| | E) | Marketing planning |
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2 | |
Ad-hoc marketing research is: |
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| | A) | Continuous marketing research. |
| | B) | Designed to solve a specific problem. |
| | C) | Not planned beforehand. |
| | D) | Research conducted by a research agency. |
| | E) | Carried out on a small budget. |
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3 | |
Where space on a questionnaire is bought by a number of companies to share the cost of a survey, this is called: |
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| | A) | Ad-hoc research survey |
| | B) | Secondary research |
| | C) | Omnibus survey |
| | D) | Consumer survey |
| | E) | Price sensitive survey |
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4 | |
Part of the research process involves the client explaining the research problem and outlining the research objectives. This stage of the research process is known as: |
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| | A) | Research proposal |
| | B) | Primary research |
| | C) | Secondary research |
| | D) | Research brief |
| | E) | Collection of data |
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5 | |
The main forms of Qualitative market research are: |
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| | A) | Telephone and field questionnaires |
| | B) | Web site statistics |
| | C) | Skilled mathematical analysis |
| | D) | Group discussions and depth interviews |
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6 | |
Exploratory research involves: |
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| | A) | A number of companies sharing space on a questionnaire. |
| | B) | The second stage in the marketing research process. |
| | C) | The use of a questionnaire by the respondent. |
| | D) | Collecting original data. |
| | E) | Investigative research which takes place before the main data collection. |
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7 | |
Descriptive research examines: |
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| | A) | Beliefs, attitudes, preferences and behaviour. |
| | B) | Causes and effects. |
| | C) | Second-hand data. |
| | D) | Customer behaviour when buying good wine for example. |
| | E) | Age, gender and income. |
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8 | |
In marketing research quota sampling is where: |
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| | A) | Random individuals are targeted. |
| | B) | Respondents are placed in groupings such as age, social class and gender. |
| | C) | A large number of individuals will be questioned. |
| | D) | The company instructs the market research agency how many people to survey. |
| | E) | An exact number of people must be randomly interviewed at an exact time. |
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9 | |
Three conditions are necessary to get a true response to a question: the last two are the respondent must be able and willing to answer the question. What is the first? |
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| | A) | The respondent must be interviewed face to face. |
| | B) | The respondent must understand the question. |
| | C) | The respondent must understand how marketing research works. |
| | D) | The respondent must have knowledge of the product being researched. |
| | E) | The respondent must be comfortable. |
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10 | |
At which stage in the design of a questionnaire would the type of questions be considered: |
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| | A) | Design stage |
| | B) | Pilot stage |
| | C) | Planning stage |
| | D) | Layout stage |
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11 | |
Secondary data might come from which of the following: |
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| | A) | Questionnaires |
| | B) | Interviews |
| | C) | Focus groups |
| | D) | Shared omnibus survey |
| | E) | Directories and reports |
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12 | |
What is a Marketing Information System? |
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| | A) | A computer system. |
| | B) | A system in which information is gathered, stored and analysed. |
| | C) | An informal social communication system. |
| | D) | A management system. |
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13 | |
Market research is only used by commercial companies. |
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| | A) | TRUE |
| | B) | FALSE |
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14 | |
From a measurement perspective, web site analysis includes: |
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| | A) | Measuring the size of the graphics. |
| | B) | Counting the number of advertising links. |
| | C) | Measuring which is the most frequently visited area of the site. |
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15 | |
The potential significance of including consultations with experts in qualitative research is that they can provide important ___________ _________. |
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| | A) | Statistical information |
| | B) | Insider information |
| | C) | Correct answers |
| | D) | Market-related insights |
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16 | |
Abstracts and Indices are: |
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| | A) | A précis of an article. |
| | B) | A Hierarchical guide to information sources. |
| | C) | A collection of articles and pictures. |
| | D) | A search tool. |
| | E) | Listings of specific articles or subject areas that can be sourced using CD ROM, Internet and paper formats. |
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17 | |
Ethnographic research investigates: |
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| | A) | Ways in which people behave in their own environment. |
| | B) | Human beings and their way of life. |
| | C) | What people say, their attitudes and beliefs. |
| | D) | The number of times a particular behaviour pattern is followed. |
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18 | |
Which of the following questions could be used as a probe in a face-to-face interview? |
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| | A) | ‘Are you going to use product X again?’ |
| | B) | ‘Can you explain what you mean by that …..?’ |
| | C) | ‘How many times have you visited Hotel Y?’ |
| | D) | ‘Have you ever used product Z in a different situation?’ |
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19 | |
Mail surveys are probably the best survey method to use when asking sensitive questions. |
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| | A) | TRUE |
| | B) | FALSE |
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20 | |
Basic descriptive research will provide insight into relationships and help to establish the cause and effect of a particular phenomena. |
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| | A) | TRUE |
| | B) | FALSE |
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21 | |
Sugging is: |
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| | A) | Using marketing research to gather information. |
| | B) | Making up answers to market research questions that are untrue. |
| | C) | Selling under the guise of Marketing research. |
| | D) | Supplementing bogus questions for genuine questions on a survey form. |