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WorksheetsSEMI 3.03
Total questions: 20
Worksheet time: 10mins
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
One reason that marketers conduct secondary research is to
clarify research questions
create hypotheses
make accurate predictions
learn more about a specific industry
Marketers look for internal data in
trade association reports
informal interviews
the organization’s information system
government databases
Which of the following is an example of internal data:
A field test
A cash register receipt
A competitor’s website
A media report
Which of the following is an example of external data:
A retail “loyalty” card
An article written by an industry expert
A sales report
A profit-and-loss statement
Which of the following is a true statement about external data:
They come from original research
They are represented numerically
They are the easiest data to access
They can cost money to obtain
Primary research collects data for
marketers across the industry to use
understanding economic cycles
the research project at hand
informational purposes only
Marketers often conduct primary research when secondary research
isn’t complete enough
is too costly
is too time-consuming
isn’t broad enough
Which of the following is a reason that marketers conduct qualitative research:
To create hypotheses for further testing
To test hypotheses
To make accurate predictions
To analyze relationships between market factors
Which of the following is a true statement about qualitative research:
It is often conducted through experiments
It is conducted during a short timeframe
It uses large samples of the population
It is based on statistics and facts
Which of the following is an example of quantitative data:
“The customer smiled when she heard the name of the new product.”
“Many local residents enjoy playing sports at the community center.”
“The salespeople think that customers want more payment options.”
“Sales of this particular model have fallen 13% in the last year.”
Which of the following is a true statement about quantitative research:
It is usually conducted before qualitative research
It is subjective
Its questions are highly structured
It is gathered through methods such as informal interviews
Which of the following is an advantage of secondary research:
It is up to date.
It gives marketers control of the study.
It is quick.
It is specific to the research needs.
Secondary research is cost-effective for marketers because the data
already exist
are cheap to purchase
are specific
are incomplete
Which of the following is a disadvantage of secondary research:
It is difficult to find secondary data.
It is time-consuming.
It is expensive.
It is not customized to the research needs.
A marketer is having difficulty finding data about a competitor because the competitor’s financial records have not been made public. Which disadvantage of secondary research does this situation illustrate?
It can be incomplete
It can be out of date
It can be costly
It can be time-consuming
Which of the following is an advantage of primary research:
It never “expires.”
It is specific.
It is inexpensive
It is easy to conduct.
How is primary research different now than it was in the past?
It is more enjoyable
It is more affordable
It is more difficult
It is more time-consuming
What is the main disadvantage of conducting primary research?
It is not customized to the research needs
It takes control away from the marketers
It is costly to carry out
It can be difficult to find respondents
Which of the following is a reason that some marketers choose to outsource marketing-research activities:
It is inexpensive to outsource marketing-research activities
Professional marketing researchers have subjective mindsets
Marketing-research activities are too difficult for most marketers
A marketing-research firm can make the research anonymous
