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MCQs Contemporary Marketing ResearchUploaded by
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MCQs Contemporary Marketing Research
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MCQ-Contemporary Marketing Research
1)Which form of data below can usually be obtained more quickly and at a lower cost than the others?a)Primary b)Survey researchc)Experimental research
d)Secondary
e)Observational research2)Secondary data are ________.a)Collected mostly via surveys b)Expensive to obtainc)Never purchased from outside suppliersd)Always necessary to support primary data
e)Not always very usable
3)Causal research is used to ________ a)Describe marketing problems or situations b)Quantify observations that produce insights unobtainable through other forms of researchc)Find information at the outset in an unstructured wayd)Gather preliminary information that will help define problems
e)Test hypotheses about cause-and-effect relationships
4)Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.a)Selecting a research agency to help
b)Defining the problem and research objectives
c)Developing the research pland)Determining a research approache)C and D5)In the second step of the marketing research process, research objectives should be translated into specific ________.a)Financial amounts b)Results that justify the meansc)Marketing goalsd)Time allotments
e)Information needs
6)Secondary data consists of information ________.
a)That already exists somewhere and was collected for another purposeb)
Used by competitors
c)
That does not currently exist in an organized form
d)
That already exists somewhere and is outdated
e)
That the researcher can obtain through surveys and observation7)Which form of data below can usually be obtained more quickly and at a lower cost than the others?
a)
Survey research
b)
Syndicated
c)Secondaryd)
Primary
e)
Online marketing research8)Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is not one of them?a)It may not be current. b)It may not exist.c)It may not be useable.d)It may not be relevant
e)It is generally more expensive to obtain than primary data
9)Which method could a marketing researcher use to obtain information that people areunwilling or unable to provide?a)Focus groups b)Personal interviewsc)Questionnairesd)
Observational research
e)Internet surveys10)Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information.a)Attitudinal b)Personalc)Preferenced)Exploratory
e)Descriptive
11)Typically, customer information is buried deep in separate databases, plans, andrecords of many different company functions and departments. To overcome such problems,which of the following could you try?a)Customer satisfaction measurement b)Synergetic meetings of the minds
c)Customer relationship management
d)More sophisticated softwaree)Less marketing intelligence12)Survey research is least likely to be conducted through which of the following?
a)Observation
b)Person-to-person interactionsc)The telephoned)The Webe)The mail13) Which of the following is not a disadvantage of telephone interviews.a)Interviewer bias is introduced b)Under time pressures, some interviewers might cheat.c)Potential respondents may refuse to participated)They are more expensive to conduct than mail questionnaires.
e)Interviewers tend to interpret answers similarly.
14)Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?
a)Personal interviewingb)
Ethnographic research
c)
Observational research
d)
Online interviewing
e)
Phone interviewing15)Which of the following is a disadvantage of online focus groups?a)Results take longer to tabulate and analyze. b)Participants must be in a central location.c)The cost of online focus groups is greater than that of most other qualitative research methods.d)The format of focus groups can be varied.
e)The Internet format can restrict respondents' expressiveness.
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