Deck 5: Market Research

Question 1

What is a marketing information system?

A) Any method for collecting information about markets.
B) An integrated system for providing a stream of information about markets.
C) A system for providing up-to-date information to the market.

Answer 1

An integrated system for providing a stream of information about markets.

Question 2

Which of the following is NOT a difference between business research and consumer research?

A) The business respondents are less accessible than the consumer respondents.
B) Interviewers are easily trained.
C) Respondents are more reliable in business research.

Answer 2

Respondents are more reliable in business research.

Question 3

What does DSS stand for?

A) Decision support system.
B) Double section system.
C) Decision system silo.

Answer 3

Decision support system.

Question 4

Which of the following is NOT a primary data collection method?

A) Survey.
B) Desk research.
C) Experimentation.

Question 5

Which of the following is usually the cheapest method of collecting data?

A) Mail survey.
B) Face-to-face interviews.
C) Telephone surveys.

Question 6

What is meant by sampling?

A) Choosing the right respondents.
B) Choosing the right survey method.
C) Choosing the right interviewers.

Question 7

Which of the following is NOT an analysis tool for qualitative data?

A) QSR NUD*IST.
B) QUALPRO.
C) SPSS.

Question 8

What is time series analysis?

A) A method of assessing the amount of time each research method will take.
B) A method of predicting sales based on past experience.
C) A method of assessing customers based on the time each one absorbs over a year.

Question 9

What is benchmarking?

A) Comparing each aspect of our company's performance with the performance of our competitors against the same aspect.
B) Setting a minimum standard for the performance of marketing research.
C) Comparing one form of research against another.