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Question 01

In respect of a pub chain seeking to learn more about trends in dining out, the following are all examples of ______________: Financial Times industry sector surveys; other pub chains' annual reports, and reports published by trade bodies representing the licensed pub trade.

a) tertiary data

b) market information system

c) primary data

d) secondary data

Question 02

Which of the following statements concerning marketing research is INCORRECT:

a) Secondary research can be organised in-house or via a research agency.

b) Secondary research is done after primary research.

c) Secondary research is quicker than primary research.

d) Secondary research is cheaper than primary research.

Question 03

Which of the following indicators is most likely to be an effective predictor of UK demand for new commercial catering equipment in one year's time?

a) sterling exchange rate

b) household discretionary income

c) number of people attending professional catering equipment exhibitions

d) Gross Domestic Product

Question 04

Factors that are crucial to the effectiveness of a company's marketing intelligence systems are listed below. Which factor is INCORRECT?

a) an accurate description of the company's information needs

b) extensiveness of the search for intelligence

c) speed of communication

d) appointment of a full time marketing research manager

Question 05

'Benchmarking' is a type of research which:

a) compares a company's performance with standards set by selected other organisations.

b) is based on qualitative feedback from customers who sit on consumer panels (or benches).

c) is based on quantitative feedback from customers who sit on consumer panels (or benches).

d) is essentially attitudinal in nature.

Question 06

'Mystery Shopper' surveys can best be described as a form of:

a) observational research.

b) desk research.

c) essentially quantitative research.

d) attitudinal research.

Question 07

Why are non-responses a particularly important problem for companies' questionnaire surveys?

a) It means that targets aren't reached

b) It means that people hate the company/product so much that they aren't prepared to help it improve

c) A company can not tell whether respondents have the same views as non-respondents, therefore the analysis may be biased

d) It indicates customer disloyalty

Question 08

Participants are invited to join focus groups based on which criteria?

a) A statistically significant representation of the population being studied

b) Availability when asked

c) Prior training and education in the conduct of focus groups

d) Ability to contribute to an understanding of an issue

Question 09

Which of the following statements concerning marketing research is INCORRECT:

a) Qualitative techniques generally provide a broad representation of the population's behaviour.

b) Qualitative research may involve the use of interviews.

c) Quantitative research need not necessarily involve the use of interview techniques.

d) Quantitative research is generally more statistically reliable than qualitative research.

Question 10

Which of the following is NOT an element of a Marketing Information System?

a) marketing research

b) decision support system

c) production monitoring system

d) internal r

Oxford University Press, Online Resource Centre, Chapter 04.

Chapter 04

Instructions