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WorksheetsMarket Research Review
Total questions: 25
Worksheet time: 13mins
Which of the following is the most significant reason why marketing research is important to business?
It improves financial management
It contributes to business success
It makes competitors take notice of the business
It helps the business to base decisions on opinions
Which of the following is essential to all marketing research:
Accuracy
Frequency
Primary Data
Secondary Data
All of the above
Is marketing research used just by large businesses?
No, it is used mainly by individuals and small businesses.
No, it is used by businesses and organizations of all sizes.
Yes, individuals and small organizations do not use marketing research.
Yes, large businesses are the exclusive users of marketing research.
Which of the following is an example of secondary data:
The information on a sales invoice
The results of a focus group
The outcome of an experiment
The answers to a survey
Secondary research is cost-effective for marketers because the data:
Already exists
are cheap to purchase
are specific
are incomplete
An example of an internal source of marketing-research data is:
Census figures
Unemployment Stats
Industry Sales
Financial Statements
Which of the following is the most popular data-collection method:
Experiment
Observation
Survey
Situation Analysis
The observation method of collecting marketing-research data involves.
Watching what customers do
Test marketing new products
Conducting online surveys
Calling customers on the telephone
Which of the following is an example of an experimental study:
Test marketing a product
Reviewing customer diaries
Conducting a focus group
Analyzing computer code
Which of the is most likely to be a primary data source:
A sales invoice
A customer record
An expense report
A customer survey
Which of the following is most likely to be a secondary data source:
A focus group
A call report
An internet survey
A research study
Which of the following is a piece of data that could be obtained from customer complaints files:
Total sales in relation to sales goals for the year
How a customer's complaint was resolved
Which products have the highest quarterly sales
A customer's tone of voice when lodging a complaint
Which method of data collection allows researchers to gather information about customers in a natural setting?
Focus group
Experiment
Observation
Personal interview
Quantitative data are
Based on customer attitudes
Not useful for most marketing purposes
Non-statistical
Factual
Which data-collection method commonly uses questionnaires as a research instrument?
Focus groups
Experiments
Tracking
Surveys
The Thirst Quenchers beverage company is surveying prospective customers to determine demand for its newest soft drink. Thirst Quenchers is collecting __________ data.
Primary
Secondary
Irrelevant
Economic
External marketing data comes from sources outside the business such as
Trade journals
Inventory records
Customer complaints
Sales forecast
Jerry, a computer salesperson, asks each interested customer to tell him what her/his experiences have been at competing computer stores. Jerry is gathering ________ about the competition from his customers.
Quantitative
Economic Data
Marketing Intelligence
Emotional Intelligence
Which of the following is an example of customer data
Data about buying habits
Market share data
Financial data about competitors
Data about traveling expense
Which of the following is the best place to start looking for data about competitors
The company's internal records
The company's call reports
The local newspaper
The company's website
Quinn is getting ready to start college. Though she knows that the figure could change over time, she guesses that her four years in school will cost her around $65,000. This is an example of a(n)
Quote
Sales Report
Estimate
Fact
WHich of the following is an example of a fact
The economy should get better during the next decade
The economy GDP rose by 3%
It could cost up to 20 million dollars to launch a new product
Junior year will be harder than sophomore year
Qualitative data are
Hard to find
Unnecessary
Statistical
Descriptive
Which of the following is an example of qualitative data:
Andy broke the school record for home runs
It was so hot at the baseball game
It was 92 degrees at the baseball game
The baseball game lasted three hours
Focus groups are a useful data-collection tool because they
Generate in-depth discussion
Are intimidating to respondents
Are inexpensive
Eliminate the need for quantitative data
