QUIZ QUESTIONS ON CHAPTER 1 AND 2

1. Data pulled from outside sources such as the census is...

a. Primary data
b. Secondary data
c. Market research
d. Statistics

2. Primary data is...

a. The most important collected data
b. The data that supports your theory
c. Data that is collected first-hand
d. Data from secondary sources

3. Using demographic and geographic data to take a snapshot of your sample population
is…

a. describing your sample

b. making inferences
c. creating your sample
d. selling your product

4. Making inferences and/or correlations is....

a. Reporting the most popular or least popular trends
b. finding possible relationships or trends
c. using geographic data
d. using demographic data

5. Market Research can help us

a. Be proactive with your customer base
b. Improve marketing mix
c. Address your Competition
d. All of the above

6. Pre Existing data gathered from another source can be used in market research.
a. Primary research
b. secondary research
c. Action research
d. Descriptive research

7. Which is NOT one of the three research methods?

a. Experiment
b. Market Research
c. Observation
d. Survey

8. These are specific geographic regions to be the study for research purposes...

a. Moderators
 b. Test Markets
c. Customer Reward Cards:
d. Observations

9. A research method used for collecting data from a defined group of respondents to gain
information and insights into various topics of interest...

a. Surveys
b. Observation
c. Experimental
d. Description

10. Information already collected for another purpose can be used to solve the current
problem.
a. Primary research
b. Product research
c. Secondary research
d. Survey research

11. Which of the following is the first step in undertaking a marketing research problem?
a. define the problem
b. solve the problem
c. collect problem-specific data
d. analyse the situation
e. define a sample

12. Which of the following steps of the market research process typically takes over half
the time to complete the research?

a. problem definition
b. situation analysis
c. data collection
d. problem-solving
e. alternative development

13. Which of the following is a significant disadvantage associated with the collection of
primary data in the course of marketing research?

a. it provides the most recent data possible

b. it is typically expensive
c. it allows for secrecy from competitors
d. it fits the firm's marketing needs well
e. data collection is rapid

14. What is referred to as a subset of the population under investigation that a researcher
selected to be part of the study?

a. Sample
 b. Population
c. Variable
d. Replicate

15. To use samples to estimate something from the population, the sample should be
_________________ the population.

a. Exactly the same as

b. nothing like
c. a representative of
d. larger than

16. Is a survey a primary or secondary research method?

a. Primary.
b. Secondary
c. Neither.
d. Both.

17. This primary data collection method collects information by recording customers'
actions without interacting or communicating with them.

a. Focus Group
b. Observation
c. Survey
d. Test Market

18. A small number of people are brought together to discuss elements of a specific issue or
problem.

a. Focus Group
b. Observation
c. Survey
d. Test Market

19. Information collected for the first time specifically for a marketing research study is
called:

a. Secondary research
b. Primary research
c. Soft research
d. Experimental research

20. Primary research is also known as...

a. Desk research
b. Bench research
c. Field research
d. None
21. Mr. Vu wants some quick, informal feedback on his business ideas from friends and
family. His best option would be:

a. Share a survey and invite comments on Facebook

b. Hand a written questionnaire to local shoppers
c. Send a mailing to 500 residents
d. Commission a local market survey agency

22. Tyler walks into a Starbucks and tracks how many caramel cinnamon lattes are being
sold to gather data. What method is he using?

a. Survey
b. Observation
c. Product Mix
d. Product line

23. What is the problem with using secondary data?

a. It is easy to find
b. It is usually quicker to find
c. You did not create it (it might be unreliable)
d. You have to find the information yourself

24. A survey is an example of what type of market research?

a. Secondary
b. Primary
c. Sampling
d. Random Order

25. True or False: Consumers relate to brands and generally can recognise brands instantly.

a. True
b. False

26. True or False: A brand is built around values.

a. True
b. False

27. True or False: Sampling is a type of market research.

a. True
b. False
28. True or False: The smaller the sample size, the more reliable.

a. True
b. False

29. Mr. Morris’ class recently took the survey you conducted about recycling materials.
Those individuals who took the survey represent a specific section of a target market
that you are seeking information from and are known as your:

a. Consumers
b. Collaborators
c. Administrators
d. Sample

30. Recently, elementary students in FDL took place in the entrepreneurial challenge called
Lemonade Day. As they were preparing for the event, the students looked at last year’s
sales and aimed to increase sales by 16% this year. They were trying to predict the
amount of (the industry’s) sales their school hoped to make this year. What were they
doing?

a. Fashion Forecasting
b. Economic Forecasting
c. Demand Forecasting
d. Sales Forecasting

31. For sure, the one type of research your business should conduct if it is considering
expansion is _______________ research. You would benefit from soliciting the
opinions of others about how they feel about the current economy and where it is
headed in the next five years.

a. Product
b. Media
c. Attitude
d. Market

32. Tesla would like to add three new dealerships in the U.S. over the next two years. They
are investigating potential locations for these dealerships. They are conducting this
type of research.

a. Product
b. Media
c. Attitude
d. Market

33. The Gabber News is seeking to add a mid-section spread about the Royal Family and
has placed a premium price tag on the advertising space in this featured section. As the
account representatives pound the pavement to get that space sold, they will capitalize
on the fact that they have a subscription base of 1.4M people across North America and
know that these type of stories increase their stand sales by about 40%. They also know
 that the annual median household income for these subscribers and consumers is about
$89,500. This type of information is very valuable to sell advertising space and has
been collected through ________________ research.

a. Product
b. Media
c. Attitude
d. Market

34. ConAgra Foods sent a sample of a new product in the mail to a designated test market
with a coupon to see the response. This is an example of test marketing for:

a. Point of survey research

b. Existing product research
c. Sales Forecasting
d. New Product Acceptance

35. Which of the following is the most significant reason why marketing research is
essential to business?

a. It improves financial management

b. It contributes to business success
c. It makes competitors take notice of the business
d. It helps the business to base decisions on opinions

36. Which of the following is essential to all marketing research:

a. Accuracy
b. Frequency
c. Primary Data
d. Secondary data

37. Is marketing research used just by large businesses?

a. No, it is used mainly by individuals and small businesses.
b. No, it is used by businesses and organisations of all sizes
c. Yes, individuals and small organisations do not use marketing research.
d. Yes, large businesses are the exclusive users of marketing research.

38. Which of the following is an example of secondary data:

a. The information on a sales invoice
b. The results of a focus group
c. The outcome of an experiment
d. The answers to a survey

39. Secondary research is cost-effective for marketers because the data:

a. Already exists
b. are cheap to purchase
c. are specific
 d. are incomplete

40. Which of the following is the most popular data-collection method:

a. Experiment
b. Observation
c. Survey
d. Situation Analysis