Oxford University Press | Online Resource Centre

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Question 1

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 2

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 3

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 4

How much effort should a company put into its marketing research activities?

a) It should spend as much as possible on research, because greater expenditure is always associated with better decisions being made.

b) It should always minimize its costs of research in order to give it a competitive cost advantage.

c) It depends on the circumstances of a company and its products / markets - with a stable environment, it can afford to spend more on research.

d) It depends on the circumstances of a company and its products / markets - with a turbulent environment, it should do more research.

Question 5

"Benchmarking" is a type of research which:

a) Compares a company's performance with standards set by selected other organizations.

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 6

"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 7

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 8

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) The ability to contribute to an understanding of an issue.

Question 9

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

Marketing intelligence can best be described as:

a) A group of intelligent individuals in an organization tasked with collecting information.

b) Artificial intelligence system designed to collect data.

c) A relatively unstructured approach to learning about trends in a firm's business environment.

d) An intelligent interface between marketing and operations management.

Oxford University Press, Online Resource Centre, Chapter 05.

Chapter 05

Instructions