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1 | |
In which of the following situations is primary research most likely to play a subordinate role to secondary research? |
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| | A) | A company is interested in finding if their new product concept will be liked by its target market. |
| | B) | A company wants to know how satisfied its current customers are. |
| | C) | A company wants to know the reasons why non-customers don't buy its products. |
| | D) | A company wants to determine which of the three print ads is the most attention drawing. |
| | E) | A company wants to know who their customers are, where they are located, and how often do they buy their products. |
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2 | |
John Wagner, a marketing research manager at Crimson Cable, finds himself using secondary information instead of primary information. He has several reasons for doing so. Which of the following is the LEAST likely reason for using secondary information? |
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| | A) | Secondary information addresses his research needs more precisely than primary information. |
| | B) | He finds that secondary information is cheaper to get than primary information. |
| | C) | He often has to spend less time collecting secondary information than he would have to if he were collecting primary information. |
| | D) | Given recent advances in technology, secondary information is becoming more abundant. |
| | E) | Given recent advances in technology, secondary information is becoming more accurate and refined. |
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3 | |
While searching for some secondary information on the cosmetics industry, a researcher found a report done by a private research firm. The report was based on a telephone survey done by the firm. The researcher called the firm to find out what kind of training its employee had received to conduct the telephone surveys. By checking the training and expertise of the source, which of the fundamental principles in using secondary information was the researcher following? |
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| | A) | Accuracy |
| | B) | Consistency |
| | C) | Credibility |
| | D) | Bias |
| | E) | Purpose |
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4 | |
One thing that Sales Activities Reports can tell you that Sales Invoices cannot is: |
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| | A) | How many units were sold? |
| | B) | Has there been any upward or downward trend in sales in recent weeks? |
| | C) | Who are our biggest customers? |
| | D) | What were some of the major competitive activities in our sales territories? |
| | E) | How was our new product received in the marketplace? |
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5 | |
Alex wants to get some comparative information on his company's sales. In particular, he wants to know whether the actual sales exceeded sales targets or not. Which of the following reports is the most likely to contain this information? |
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| | A) | Sales Invoice |
| | B) | Accounts Receivables Reports |
| | C) | Quarterly Sales Reports |
| | D) | Sales Activity Reports |
| | E) | None of the above |
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6 | |
Happy employees are essential to create happy customers. If a sales manager is interested in finding out the general satisfaction of her employees or why her salespeople leave when they do, which of the following reports is the most likely to contain this information? |
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| | A) | Customer letters |
| | B) | Accounts Receivables Reports |
| | C) | Salesperson Expense Reports |
| | D) | Sales Activity Reports |
| | E) | Employee Exit Interviews |
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7 | |
The second task in the GO-CART approach proposes: |
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| | A) | Seek out as much information as you can on the general topic area before narrowing it down to more specific topics. |
| | B) | First clearly delineate what you need and then collect specific data that closely pertains to your topic. |
| | C) | Define the specific characteristics of your data needs. |
| | D) | Focus your data search on a list of characteristics. |
| | E) | Make sure that you carefully document all your data sources. |
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8 | |
While going through some market research reports, a manager comes across a term "NAICS." This term most likely refers to: |
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| | A) | A classification system for categorizing secondary data sources. |
| | B) | A classification system for categorizing primary data sources. |
| | C) | A classification system for categorizing both primary and secondary data sources. |
| | D) | A classification system for assigning unique codes to practically every industry in the country. |
| | E) | None of the above |
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9 | |
BPI is a weighted average of population, retail sales, and EBI. The weight assigned to population is: |
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| | A) | 1 |
| | B) | 2 |
| | C) | 3 |
| | D) | 5 |
| | E) | 10 |
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10 | |
It is commonly believed that consumer panels under-represent minorities. This is a problem because it leads to: |
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| | A) | Sampling error |
| | B) | Response bias |
| | C) | Non-response bias |
| | D) | Discrimination bias |
| | E) | Non-discrimination bias |
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11 | |
Assume that there are 100 million households in the U.S. During Super Bowl, 60 million households are watching television. Out of these 60 million households, 30 million are watching the Super Bowl (the rest are watching other programs). Based on this information, one can say that Super Bowl had a: |
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| | A) | rating of 30% and share of 50% |
| | B) | rating of 50% and share of 30% |
| | C) | rating of 30% and share of 60% |
| | D) | rating of 60% and share of 30% |
| | E) | rating of 30% and share of 30% |
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12 | |
Assume that the magazine Newsweek reaches 1 million readers. Also assume that it costs $200,000 to advertise in it. What is the CPM for this magazine? |
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| | A) | $5 |
| | B) | $0.20 |
| | C) | $5000 |
| | D) | $200 |
| | E) | $0.8 million |
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13 | |
EBI is measure of personal income before taxes. |
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| | A) | True |
| | B) | False |
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14 | |
Traditional store audits lack representativeness. |
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| | A) | True |
| | B) | False |
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15 | |
Given the dependability of internet sources, there is generally no need to confirm reliability of information obtained from Internet sources. |
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| | A) | True |
| | B) | False |