Oxford University Press | Online Resource Centre

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Question 1

What is the difference between the terms market research and marketing research?

a) Market research concerns strategic decisions, marketing research does not

b) Market research concerns operational decisions, marketing research does not

c) Marketing research looks at academic matters, market research does not

d) None of the above

Question 2

Which one of these is NOT an element of the MKIS?

a) Internal Records

b) Marketing Insight System

c) Marketing Research System

d) Analysis System

Question 3

Which one of these has less to do with marketing research than the others?

a) FIS

b) CAPI

c) MKIS

d) MDSS

Question 4

Most qualitative research money goes into...

a) Depths

b) Group Discussions

c) Delphi

d) Ethnography

Question 5

Which of these quantitative methods is favoured in Europe?

a) Telephone

b) Postal

c) Face to Face

d) Online

Question 6

Which is the odd one out?

a) IPSOS

b) MRS

c) GFK

d) TNS

Question 7

Which is the odd one out?

a) CIM

b) ESOMAR

c) MRS

d) NRS

Question 8

What is data "which relates to a living individual who can be identified from the data, or from the data and other information in the possession of, or likely to come into the possession of, the data controller"?

a) Impersonal data

b) Personal data

c) Behavioural data

d) Something else

Question 9

How many principles are contained in the UK Data Protection Act 1998?

a) Eight

b) Ten

c) Twelve

d) Fourteen

Question 10

Which Job matches this description? "Responsible for specific parts of projects, may be part of a team. Will write questionnaires and analyse results. May prepare reports and presentations."

a) Spec Writer

b) Research Executive

c) Personal Interviewer

d) Moderator

Oxford University Press, Online Resource Centre, Chapter 01.

Chapter 01

Instructions