Which of the following statements are true about the marketing research process

Answer the following questions and then press 'Submit' to get your score.

Question 1

In respect of a pub chain seeking to learn more about trends in dining out, the following are all examples of ______________: Financial Times industry sector surveys; other pub chains' annual reports, and reports published by trade bodies representing the licensed pub trade:

a) tertiary data

b) market information system

c) primary data

d) secondary data

Question 2

Which of the following statements concerning marketing research is incorrect?

a) Secondary research can be organized in-house or via a research agency.

b) Secondary research is done after primary research.

c) Secondary research is quicker than primary research.

d) Secondary research is cheaper than primary research.

Question 3

Which of the following indicators is most likely to be an effective predictor of UK demand for new commercial catering equipment in one year's time?

a) Sterling exchange rate

b) Household discretionary income

c) Number of people attending professional catering equipment exhibitions

d) Gross Domestic Product

Question 4

Factors that are crucial to the effectiveness of a company's marketing intelligence systems are listed below. Which factor is incorrect?

a) An accurate description of the company's information needs

b) Extensiveness of the search for intelligence

c) Speed of communication

d) Appointment of a full time marketing research manager

Question 5

"Benchmarking" is a type of research which:

a) compares a company's performance with standards set by selected other organizations.

b) is based on qualitative feedback from customers who sit on consumer panels (or benches).

c) is based on quantitative feedback from customers who sit on consumer panels (or benches).

d) is essentially attitudinal in nature.

Question 6

'Mystery Shopper' surveys can best be described as a form of:

a) Observational research

b) Desk research

c) Essentially quantitative research

d) Attitudinal research

Question 7

Why are non-responses a particularly important problem for companies' questionnaire surveys?

a) It means that targets aren't reached.

b) It means that people hate the company/product so much that they aren't prepared to help it improve.

c) A company cannot tell whether respondents have the same views as non-respondents, therefore the analysis may be biased.

d) It indicates customer disloyalty.

Question 8

Participants are invited to join focus groups based on which criteria?

a) A statistically significant representation of the population being studied.

b) Availability when asked.

c) Prior training and education in the conduct of focus groups.

d) Ability to contribute to an understanding of an issue.

Question 9

Which of the following statements concerning marketing research is incorrect?

a) Qualitative techniques generally provide a broad representation of the population's behaviour.

b) Qualitative research may involve the use of interviews.

c) Quantitative research need not necessarily involve the use of interview techniques.

d) Quantitative research is generally more statistically reliable than qualitative research.

Question 10

Which of the following is not an element of a Marketing Information System?

a) Marketing research

b) Decision support system

c) Production monitoring system

d) Internal records system

Which is true regarding the steps in the marketing research process?

What is the 4 marketing research process?

Which of the following statements best describes the market research process?

Which of the following statements is true about information research process?