Theme 1 Test 1

What is qualitative data?

• Data involving numbers
• Data involving information with no numbers
• Data with information that involves business' marketing strategies 
• data involving colors

What is an example of secondary data?

• you physically get the data
• you gather information from an outside source to help with your research
• data with numbers
• data with colors 

What is an example of secondary research?

• Focus Group
• Observation
• Newspaper
• Questionnaire

Which is the odd one out?

• Newspaper
• Magazines
• Books
• Questionnaires

What is a problem with using secondary data?

• It is easy to find
• It is normally quicker to find
• You did not create it (it might be unreliable)
• You have to find the information yourself

Information gathered on opinions, thoughts and feelings is....

• Qualitative
• Quantitative

The difference between quantitative and qualitative data is that qualitative data can be expressed as a number.

• True

• False

Finding a breakdown of the ethnic profile for a city on www.census.gov.

• Primary data

• Secondary data

Systematic process of planning, collecting, analyzing, and communicating information that is relevant to making better marketing decisions.

• Marketing Information System
• Marketing Research
• Marketing Research Process
• Observation

This orientation focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace.

• Production Orientation

• Sales Orientation

• Market Orientation

• Societal Marketing Orientation