Professional Documents
Culture Documents
Summer, 11
94
e. secondary data
11. The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, _____, and instruments that researchers will use to gather new data. a. personnel b. sampling plans c. budget requirements d. all of the above e. none of the above 12. a. b. c. d. e. 13. a. b. c. d. e. Which form of data can usually be obtained more quickly and at a lower cost? primary census secondary syndicated tertiary Primary data must be relevant, current, unbiased, and _____. complete accurate inexpensive collected before secondary data valid
14. This method of research can obtain information that people are unwilling or unable to provide. a. observation b. focus groups
95
c. personal interviews d. fax surveys e. questionnaires 15. Survey research, called the backbone of primary research, is the most widely used method for primary data collection and is best suited for gathering _____ information. a. personal b. preference c. attitude d. descriptive e. exploratory 16. a. b. c. d. e. Experimental research is best suited for gathering _____ information. unknown causal complicated interactive descriptive
17. Marketing researchers usually draw conclusions about large groups of consumers by studying a small _____ of the total consumer population. a. group b. sample c. population d. target group e. audience 18. a. b. c. d. e. Marketing information has no value until it is used to _____. satisfy company objectives make better marketing decisions make managements job easier please stockholders please customers
19. This source of marketing information provides ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more. What do we call this? a. intranet b. extranet c. Internet d. internal database e. marketing intelligence 20. For conservative small businesses and not-for-profit organizations, good marketing information may be collected by simple _____. a. purchase b. observation c. questioning d. surveying e. focus groups
**********************
96