PM C4

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. It is the most widely used method for primary data collection.

• A. Experimental research

• B. Observational research

• C. Ethnographic research

• D. Survey research

As the recently appointed marketing manager for a growing fashion brand, you spend your first few months in the job understanding the business, your competitor's businesses, and the marketing environment. The comprehensive understanding you are engaged in is known as:

• A.   Marketing planning

• B.   Situational analysis

• C.   The competitive analysis

• D.   Company analysis

A (n)  ... consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.

• A. enterprise planning system

• B. enterprise information system

• C. marketing information system

• D. corporate performance management system

Hai, a senior marketing manager of a hotel in Nha Trang, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Hai is using ________

• A. ethnographic research

• B. internal databases

• C. descriptive research

• D. causal research

Which of the following is an advantage of using an internal database?

• A. Highly sophisticated equipment and techniques are not required for maintaining internal databases.

• B. Internal databases can be accessed more quickly and cheaply than other information sources.

• C. Internal databases require less maintenance efforts.

• D. Information obtained from internal databases is almost always sufficient for making marketing decisions

In this scenario, which of the following is an example of primary data?

• A. list of corporations obtained from the Chamber of Commerce

• B. data obtained from the surveys conducted in the 75 companies

• C. information obtained from the Internet about current market trends

• D. data obtained from competitors' Web sites

Kinger Burgers came out with a new hamburger and, before including it on its main menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different places, planning to use the information to help them set a nationwide price for the new offering. This is an example of ________.

• A. ethnographic research

• B. descriptive research

• C. experimental research

• D. survey research

_______, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

• A. Group interviewing

• B. Ethnographic research

• C. Survey research

• D. Experimental research