WorksheetsChapter 4
Total questions: 13
Worksheet time: 7mins
The real value of marketing information lies in how it is used ________.
in determining selling prices for products
in analyzing budgets
in creating advertising campaigns
in the customer insights that it provides
The term big data refers to the ________ generated by today's sophisticated information generation, collection, storage, and analysis technologies.
large reports
huge and complex data sets
information requests
social media contacts
Which of the following is an advantage of using an internal database?
Data always remains current in internal databases.
Highly sophisticated equipment and techniques are not required for maintaining internal databases.
Internal databases can be accessed more quickly and cheaply than other information sources.
Internal databases require less maintenance efforts.
Which of the following refers to a marketing intelligence technique?
interviewing customers randomly
increasing the annual budget for R&D
implementing product diversification
benchmarking competitors' products
Which of the following is true with regard to marketing research?
The marketing research process depends primarily on sophisticated internal databases.
The marketing research process requires assessing macroeconomic forces.
Marketing research gives marketers insights into customer motivations.
Marketing research is a simple two-step process.
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
implementing the research plan
Which of the following is the final step of the marketing research process?
developing the research plan
implementing the research plan
interpreting and reporting the findings
selecting a research agency
In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.
exploratory
statistical
causal
descriptive
The goal of ________ research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.
exploratory
statistical
causal
descriptive
Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?
internal research
descriptive research
causal research
exploratory research
Secondary data consist of ________.
information collected for the specific purpose at hand
data that does not age
information that already exists somewhere, having been collected for another purpose
information collected from conducting personal, in-depth interviews
Primary data consist of ________.
data that does not age
data obtained from the public domain
information collected for the specific purpose at hand
information that is the least expensive and the easiest to obtain
Information collected from Internet search engines is an example of ________ data.
primary
secondary
binary
low-level
