Chapter 4 02

Chapter 4 02

University

7 Qs

quiz-placeholder

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Chapter 4 02

Chapter 4 02

Assessment

Quiz

Business

University

Practice Problem

Medium

Created by

Mei Han

Used 1+ times

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7 questions

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1.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is the first step in the marketing research process?

developing a marketing information system

defining the problem and objectives of the study

developing the research plan

interpreting and reporting the findings

2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

exploratory

descriptive

causal

statistical

3.

FILL IN THE BLANK QUESTION

1 min • 1 pt

Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Akira is involved in ________ research.

4.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

The research plan should be presented in a written proposal. The proposal should include all of the following EXCEPT ________.

the predicted results

research objectives

how the results will help management's decision making

estimated research costs

5.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is true with regard to gathering secondary data?

Gathering secondary data involves costly fees to government agencies.

Commercial online databases contain primary rather than secondary data.

Internet search engines can be useful sources of relevant secondary data.

Secondary data eliminates the need for primary data in most cases.

6.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is a disadvantage of using secondary data?

Secondary data is generally not appropriate for consumer products.

Collecting secondary data is time consuming.

Few sources exist for secondary data.

Relevant secondary data can be difficult to locate.

7.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is true with regard to mail questionnaires?

The response rate of mail questionnaires is often very low.

The researcher has maximum control over the mail questionnaire sample.

Mail questionnaires are unsuitable for collecting large amounts of information about respondents.

Respondents always provide honest answers to personal questions on mail questionnaires.

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