Chapter 5: Marketing Information Systems and Marketing Research
The goal of ______ research is to gather preliminary information. -exploratory -descriptive -casual -All of the above
All of the above
Which of the following is not a basic research approach? -Observational research -Survey research -Experimental research -All of the above are the basic research approaches.
All of the above are the basic research approaches.
Which of the following statements is true? -It is necessary to sample the entire target market to obtain reliable results. -If well chosen, samples of less than 1% of a population can give good reliability. -Sample members cannot be chosen at random from the entire population. -The representativeness of the sample is not important.
If well chosen, samples of less than 1% of a population can give good reliability.
_______ can be used to collect large amounts of information at a low cost per respondent. -Personal interviewing -Focus group -Mail questionnaires -Experiments
Mail questionnaires
The marketing research process consists of the following steps, except: -defining the problem and research objectives -developing and implementing the research plan -SWOT analysis -interpreting and presenting the findings
SWOT analysis
All of the following statements about secondary data are true, except: -Secondary data can be obtained from either internal or external sources. -Secondary data can be obtained more quickly than primary data. -Secondary data usually costs more than primary data. -All of the above statements are true.
Secondary data usually costs more than primary data.
__________ has an excellent rate of speed of data collection. -Personal interviewing -Mail questionnaires -Telephone interviewing -Observation
Telephone interviewing
The goal of ______ research is to describe the size and competition of the market. -exploratory -descriptive -casual -experimental
descriptive
A marketing research project which has an objective of gathering preliminary information to define the problem is known generally as -descriptive research. -causal research. -exploratory research. -observation research.
exploratory research.
Which of the following survey methods has a poor response rate? -telephone -mail -personal -Internet
All of the following are external marketing information, except: -point-of-sale information -macromarket information -competitive information -new innovation and trends
point-of-sale information
Which of the following is not part of internal records information? -hotel daily reports, including occupancy, number of guests, etc -guest comments cards -trade show magazines -disguised shoppers
trade show magazines
