QUIZ FOR PRACTICE

1. Marketing research includes which of the following procedures and techniques?

a.
b.
c.
d.
e.

data collection
design
analysis
A and B
A, B, and C

ANS: E
2.A _________________ consists of people, equipment, and procedures to gather, s
ort, analyse, evaluate, and distribute needed, timely, and accurate information
to
marketing decision makers.
a. management information system
b. marketing information system
c. financial information system
d. management intelligence plan
Ans: b
3.The first step in the formal marketing research process is best described as
being one where the marketing manager has to:
a. define the problem and research objectives.
b. interpret and report the findings.
c. develop the research plan for collecting information.
d. implement the research plan, and collect and analyse the data.
Ans: a
4.________________ is marketing research to gather preliminary information that
will help define problems and suggest hypotheses.
a. Descriptive research
b. Causal research
c. Exploratory research
d. Experimental research
Ans:c
5.The type of research used to describe things such as the market potential for
a product is called:
a. descriptive research.
b. causal research.
c. exploratory research.
d. investigative research.
Ans:a
6.__________________ is information that already exists somewhere, having been
collected for another purpose.
a. Experimental information
b. External information
c. Primary data
d. Secondary data
Ans:d
7.Which of the following is not a defined use of marketing research?

A.
B.
C.
D.

To
To
To
To

generate, refine and evaluate marketing actions.

identify and define marketing opportunities and problems.
improve understanding of the marketing process.
justify previous marketing decisions.

Ans:D
8.Why is market research an essential tool for the marketing manager?
A. Monitor progress and diagnose the root causes of marketing problems..
B. Monitor changing needs and attitudes, etc.
C. Understand segments' needs and wants.
D. All of the above.
Ans:D
9.One of the reasons marketers need better intelligence today is due to
A. The consumers
B. The manufacturers
C. The employees
D. None of the above
Ans:A
10.To make decisions without acquiring marketing intelligence information on the
consumer is to create
A. A gap between perceived service and actual service
B. A gap between the service delivered and the service promised
C. A gap between services expected by the consumer and management's perceptions
of customer expectations
D. All of the above
Ans:C
11.In the second step of the marketing research process, research objectives sho
uld be translated
into specific ________.
a) Financial amounts
b) Results that justify the means
c) Marketing goals
d) Time allotments
e) Information needs
Ans:e
12.Secondary data consists of information ________.
a) That already exists somewhere and was collected for another purpose
b) Used by competitors
c) That does not currently exist in an organized form
d) That already exists somewhere and is outdated
e) That the researcher can obtain through surveys and observation
Ans:a
13.What are the two types of research data?
a) Qualitative and Quantitative.
b) Primary and secondary.
c) Predictive and quantitative.
d) Qualitative and predictive.
Ans:a

14.Marketing intelligence is everyday information about developments in the mark

eting
environment that assists marketers in their preparation of their plans and strat
egies. This
information is obtained from a number of sources and includes which of the follo
wing?
a) Newspaper articles.
b) Sales representative feedback.
c) Competitor intelligence
d) Trade journals.
e) Customer feedback.
f) All of the above.
Ans:f
15. what new product should be developed
a) Causal
b) Exploratory
c) Descriptive
d) None of the above

is an example of

??

Ans:b
16.Census comes under which research?
a) Causal
b) Exploratory
c) Descriptive
d) None of the above
Ans:c
17.
.. is called pre-assumption of the expected result of the research
a) Hypothesis
b) Expenditure
c)Research problem
d) None of the above
Ans: a
18.Detail blueprint of research is called as
a) Research proposal
b) Research design
c) a and b
d) a or b

Ans:b
19.Under which of the following conditions will marketing research likely have g
reater value to
management?
a) When the research helps clarify problems or opportunities
b) When the research identifies changes that are occurring in the marketplace am
ong consumers
and/or competitors
c) When the research clearly identifies the best alternatives to pursue
d) When the research helps a company's brand establish a competitive advantage
e) All of the above
Ans:e

20.'Segmentation Research' is an example of

a)
b)
c)
d)

Problem identification research

Problem-solving research
Both a and b
None of the Above

Ans:b
21.The tasks involved in problem definition consist of
a) discussions with decisionmakers,
b) qualitative interviews with industry experts and other knowledgeable individu
als,
c) analysis of readily available secondary data
d) All the Above
Ans:d
22._____________ is a comprehensive examination of a marketing problem with the
purpose of understanding its origin and nature.
a)
b)
c)
d)

Problem
Problem
Problem
None of

Audit
Identification
Solving
the Above

Ans: a
23.A marketing research firm contracts with clients to conduct a complete market
ing research project from data collection, analysis and reporting. It is a______
____ firm.
a) consultant
b) limited-service agency
c) full-service agency
d) Field-services agency
Ans:c
24.Once the agency has discussed the brief with the client, the agency provides
a detailed outline of how they intend to investigate the problem. This document
is called the ____________:
a) research brief.
b) research proposal.
c) research question.
d) research programme.