Which of the following is a reason why a firm should continuously collect and analyze information regarding its marketing plan?
To rely more heavily on executive judgment
To maintain secrecy about its operations.
To guarantee success
To monitor the environment
Which of the following is a component of a marketing intelligence network?
Data warehousing
Product design
Marketing entropy
Simulation
Which of these is never a type of commercial database?
infoUSA CDs
Census data
Internal secondary data
Primary data
Marketing research
can be applied to only certain aspects of marketing.
should be crisis-oriented.
must be conducted in a systematic manner to be effective.
includes only data collected from sources outside the firm.
The first step in the marketing research process involves
establishing the issue to be studied.
surveying consumers.
studying competitors.
implementing findings.
Secondary data should be collected before primary data because
secondary data will have guaranteed suitability to the current research study, whereas primary data will not.
secondary data will always be current, whereas primary data may be dated or obsolete.
secondary data are generally more easily and inexpensively obtained than primary data.
secondary data will not yield conflicting information from different sources, whereas primary data may.
Which of the following is not an example of internal secondary data?
Customer billings
Inventory records
Attending trade shows
Sales figures
Which of the following is an advantage of primary data?
Data collection is typically fast.
Information is current.
Primary data are usually less expensive to collect than secondary data.
Most firms are skilled in primary data collection.
Choosing 125 females ages 18-29 and 125 females ages 30 and older to participate in a research study is an example of a(n)
exploratory research study.
non-probability sample.
probability sample.
external secondary data search.
Which of the following is not one of the four basic methods of primary data collection?
Experiment
Observation
Distribution
Which of the following research methods has the least interviewer bias?
Personal surveys
Telephone surveys
Internet surveys
Among the advantages of conducting a mail survey is the
ability to complete the survey at a convenient time.
speed with which surveys are returned by respondents.
ability to avoid participation by incorrect respondents.
ability to avoid non-response problems.
If a firm wants to study consumer attitudes through the use of bipolar adjectives, it will most likely use
observation.
simulation.
a semantic differential.
experiment.
A major advantage of an experiment is its
infrequent use of contrived settings.
relatively low costs.
ability to show cause and effect.
ability to control all factors in or affecting a marketing plan.
The process by which each completed data form is numbered and response categories are labeled is called
survey design.
coding.
tabulation.
analysis.
