OBJECTIVE TYPE QUESTIONS SUBJECT: MARKETING RESEARCH -------------------------------------------------------------------------------------------------------------Q. 1 Internal records are an important source of information.

Which of the following are not deemed as internal records? a. Accounting records b. Competitor information c. Customer service records d. Manufacturing records e. Marketing and sales records Q. 2 Dunn and Bradstreet is the world's largest research organisation that specialises in information management and marketing intelligence. Which is one of its largest subsidiaries that are focused upon the retail industry? a. Key Account Scantrack b. Info Act Workstation c. Homescan d. Nielsen Q. 3 There are various types of research designed to obtain different types of information. What type of research is used to define problems and suggest hypotheses? a. Descriptive research b. Causal research c. Primary research d. Secondary research Q. 4 Which of the following is not a defined use of marketing research? a. To identify and define marketing opportunities and problems b. To justify previous marketing decisions c. To generate, refine and evaluate marketing actions d. To monitor marketing performance e. To improve understanding of the marketing process Q. 5 Which of the following is not a sales forecasting method? a. Time lag analysis b. Leading indicators c. Time series analysis d. Binomial regression Q. 6 What type of research would be appropriate in the following situation? Nestl wants to investigate the impact of children on their parents' decisions to buy breakfast foods. a. Secondary research b. Mixed methodology c. Quantitative research d. Qualitative research e. Focus groups -1Q. 7 What type of research would be appropriate in the following situation?

A college or university bookshop wants to get some insights into how students feel about the shop's merchandise, prices and service. a. Secondary data b. Mixed methodology c. Quantitative research d. Qualitative research e. Focus groups Q. 8 What type of research would be appropriate in the following situation? L'Oreal wants to determine whether a new line of deodorants for teenagers will be profitable. a. Primary research b. Mixed methodology c. Quantitative research d. Qualitative research e. Focus groups Q. 9 Why is market research an essential tool for the marketing manager? a. Develop more appropriate marketing mixes b. Monitor progress and diagnose the root causes of marketing problems c. Understand segments' needs and wants d. Define and locate market segments e. Monitor changing needs and attitudes, etc f. All of the above Q. 10 The Internet is a powerful mechanism for conducting research. However it does have its drawbacks. Which of the following signify these drawbacks? a. Eye contact and body language, (two useful research indicators) are excluded from the analysis b. Lack of information about the population responding to the questionnaire c. The possible inclusion of individuals not being targeted, that could skew the results d. All of the above e. None of the above Q. 11 Marketing intelligence is everyday information about developments in the marketing environment that assists marketers in their preparation of their plans and strategies. This information is obtained from a number of sources and includes which of the following? a. Sales representative feedback b. Newspaper articles c. Competitor intelligence d. Customer feedback e. Trade journals f. All of the above Q. 12 The marketing research process consists of four steps. Which of the following is notone of these steps? a. Defining the problem and research objectives b. Developing the research plan for collecting information c. Evaluating the competitor strategies -2-

Q. 13 Qualitative research is exploratory research used to uncover consumer attitudes, motivations and behaviour. What techniques can be applied to obtain qualitative research? a. Elicitation interviews b. Focus groups c. One to one interviews d. All of the above e. None of the above Q. 14 What are the two types of research data? a. Predictive and quantitative b. Qualitative and predictive c. Primary and secondary d. Qualitative and quantitative Q. 15 What are examples of techniques of obtaining qualitative data? a. Video conferencing; focus groups; in-depth interviews; observational techniques b. Survey research/questionnaires; focus groups; in-depth interviews; observational techniques; experimentation c. Survey research/questionnaires; focus groups; in-depth interviews; observational techniques; call centre feedback d. All of the above e. None of the above Q. 16 What are four methods of continuous research? a. Consumer panels; home audits; personal interviews; omnibus surveys b. Consumer panels; home audits; omnibus surveys; retail audits c. Consumer panels; home audits; personal interviews; in-store video footage of consumer behaviour d. Home audits; omnibus surveys; personal interviews; in-store video footage of consumer behaviour e. All of the above f. None of the above Q. 17 Sources of marketing information are categorised into two groups - what are they? a. External sources; internal sources b. Macro environmental sources; micro environmental sources c. Causal resources d. All of the above e. None of the above Q. 18 What are the criteria for evaluating secondary data sources? a. Relevance of data; who collects the data; method of data collection; evidence of careful work b. Source of data; who collects the data; method of data collection; construct of research c. Relevance of data; who collects the data; method of data collection; who paid for the research d. Source of data; who collects the data; method of data collection; construct of data Q. 19 What are three popular methods for obtaining primary data? a. Interviews and surveys; observation; experimentation b. Interviews and surveys; observation; Harrison methodology c. Experimentation; personal interview; Delphi technique d. Survey; interviews; experimentation -3-

Q. 20 Marketing information systems (MIS) are built upon the gathering, sorting, analyses and evaluation and distribution of information and are comprised of which of the following? a. Research procedures b. Intelligence activities c. People d. Computer programmes e. All of the above f. None of the above Q. 21 What type of research is used to test hypotheses about cause and effect issues? a. Descriptive research b. Causal research c. Secondary research d. Exploratory research e. Primary research Q. 22 Primary data is information that is collected for various reasons. Primary data is not obtained from which source? a. Specific purpose data b. Secondary data c. On line data d. All of the above e. None of the above Q. 23 What are the two types of sampling methods? a. Probability sampling and random sampling b. Random or Probability sampling and non-random sampling c. Probability sampling and non-random sampling d. All of the above e. None of the above Q. 24 What are types of random or probability sampling? a. Sequential sampling b. Judgmental sampling and quota sampling c. Stratified sampling and area sampling d. Area sampling and judgmental sampling Q. 25 What is a dichotomous question? a. Open ended questions b. Allows only two choices a yes or a no c. Question geared towards obtaining as much information as possible d. Answers are opposites Q. 26 An organisation can collect data in different ways. Data can come from which of the following sources? a. Principle and single sources b. Pragmatic and sensitive sources c. Preliminary and secondary sources d. Primary and segmented sources e. Primary and secondary sources -4-

Q. 27 Most of the descriptive research tends to be which of the following types? a. Small-scale survey type b. Large-scale survey type c. Reduced survey type d. Contracted scale survey type e. Segmented survey type Q. 28 Which of the following data is not usually seen as an example of quantitative research? a. Market share b. Sales figures c. Market size d. Product returns e. Customers' feelings Q. 29 A mail survey has the advantage of wide coverage. There are however drawbacks. Which of the following poses a major problem? a. Increased costs b. Lack of coverage c. Lack of control d. Poor delivery e. Lack of time Q. 30 Marketing research is the function linking the consumer, customer and public to the marketer through ________. a. marketing research agencies b. the media c. information d. opinion polls

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ANSWER KEY 1(b), 2(d), 3(a), 4(b), 5(d), 6(d), 7(e), 8(b), 9(f), 10(d) 11(f), 12(c), 13(d), 14(d), 15(b), 16(b), 17(a), 18(a), 19(a), 20(e), 21(b), 22(b), 23(b), 24(c), 25(b), 26(e), 27(b), 28(e), 29(c), 30(c)