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Worksheets3.02_IM281 H. SEM I Review
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.
