NEW
Font size
WorksheetsMarketing Information Quiz
Total questions: 20
Worksheet time: 10mins
What is the main purpose of marketing information?
To collect as much data as possible
To support accounting decisions
To gain insights about customers and the marketplace
To replace managers’ intuition
Which best defines customer insights?
Raw survey data collected from customers
Fresh, information-based understandings that create customer value
Sales reports from last year
Competitor advertising messages
Why was Ferrero Rocher positioned as a gifting product in India?
Indians consume chocolate daily
Consumers preferred cheap mass snacks
Festivals created demand for premium symbolic gifts
Advertising regulations limited snack sales
Which research approach did Ferrero rely on MOST?
Large-scale online surveys
Heavy use of global research agencies
On-ground consumer immersion and observation
Social media listening only
What key insight did Ferrero discover about chocolate consumption in India?
Chocolates are eaten mostly at breakfast
Quantity mattered more than packaging
Chocolates were mainly bought during festivals
Price sensitivity was low year-round
What was Dunkin’ Donuts’ main mistake in India?
Poor store locations
Lack of digital marketing
Assuming Western breakfast habits would transfer directly
Weak brand awareness
Which factor contributed MOST to Dunkin’ Donuts’ failure?
High employee turnover
Weak supply chain
Poor understanding of local consumption occasions
Excessive advertising
What is a Marketing Information System (MIS)?
A software tool for advertising
A system that starts and ends with user information needs
A database used only by researchers
A CRM platform only
A good MIS should balance:
Cost and profit only
What users want vs. what is feasible and necessary
Internal and external databases equally
Speed over accuracy
Which of the following is an example of internal database data?
Competitor pricing
Social media trends
Customer purchase history
Government statistics
Why is purchase history more valuable than age for Starbucks?
Age is difficult to collect
Purchase history predicts future behaviour better
Age data is illegal
Location is irrelevant
How does WIUT use internal student data similarly to companies?
To increase tuition fees
To improve branding only
To identify at-risk students and improve course design
To reduce staff
What type of data did Burger King use in its McDonald’s campaign?
Customer satisfaction surveys
Sales data
Competitor location data
Focus group feedback
This Burger King example best illustrates:
Primary research
Internal data analysis
Competitive marketing intelligence
Experimental research
What is the FIRST step in the marketing research process?
Designing the questionnaire
Defining the research problem
Collecting primary data
Analysing results
Which of the following is secondary data?
Focus groups
Observation in stores
Existing reports and statistics
Diary entries
What is a sample in marketing research?
The entire population
A random customer
A segment representing the population
Only loyal customers
Why is ethnographic research especially powerful?
It is cheaper than surveys
It measures opinions accurately
It reveals what people actually do, not what they say
It produces numerical data
What key insight did Procter & Gamble discover through observation?
Consumers read instructions carefully
Consumers used less product than recommended
Consumers overused products despite claiming correct use
Consumers disliked packaging design
What is the main goal of diary research in your coursework?
To prove you are a rational consumer
To write long descriptions
To capture real-time behaviour, emotions, and decision drivers
To analyse competitors
