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Marketing: A McGraw-Hill and QUT Custom Publication

Marketing

A McGraw Hill and QUT Custom Publication

Marketing Research and Market Information

Multiple Choice Quiz


1		Modern marketing research includes all of the following EXCEPT:
			A)	directing the activities of the marketing functions
			B)	playing a role in strategy planning
			C)	recognizing the researcher's responsibility to develop information that will be useful to managers
			D)	assessing the success or failure of strategy implementation
			E)	collecting data


2		The value and success of a marketing information system (MkIS) depends on:
			A)	the nature and quality of the data available to it.
			B)	the type of information identified as important by marketing managers
			C)	the way the data are processed
			D)	the working relationship between the operators of the MkIS and the managers who use its output
			E)	all of the above.


3		A marketing information system produces usable information faster than a decision support system
			A)	True
			B)	False


4		Data gathered for a marketing information system or a decision support system are organized, stored, and updated in a computerized
			A)	database.
			B)	facts sheet.
			C)	information base.
			D)	information source.
			E)	trade record


5		Gold Love Tokens is a company that manufactures and distributes roses, leaves, and other types of flowers that have been dipped in 24K gold. Sales for the last three quarters have been stagnant. During the situation analysis, the owner of the company has tentatively decided that sales of the gold-dipped products have stagnated due to a perception that since gold is expensive, so are the company's products. This tentative supposition is an example of a(n):
			A)	unsubstantiated problem
			B)	research theses
			C)	investigative model
			D)	research hypothesis
			E)	intelligent guess


6		A(n) _____ is a tentative supposition about or a possible solution to a problem
			A)	situation analysis
			B)	research hypothesis
			C)	test proposition
			D)	scientific method
			E)	informal investigation


7		A market researcher would not use _____ as a source when gathering primary data for a marketing research project.
			A)	personal interviews
			B)	telephone interviews
			C)	observation data
			D)	laboratory data
			E)	government reports


8		A researcher using the observation method for gathering data can either use _____ observation
			A)	external or internal
			B)	real-world or simulated
			C)	personal or mechanical
			D)	primary or secondary
			E)	group or single-source


9		Many managers do not treat marketing research as a continuous process
			A)	True
			B)	False


10		Which of the following is an example of an open-ended question?
			A)	Are you enjoying this marketing course?
			B)	How did you feel after you took your first college course?
			C)	Do you prefer red or black cars?
			D)	Have you ever taken a management course?
			E)	Hold old were you when first went to school?

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