Jasdeep Sangha

Chapter 4 Self-Test
1. Sources of secondary data include?
a) People, beggars, celebrities, marketing professionals
b) People, books, important political leaders
c) Books, periodical indexes, databases, Internet and marketing professionals

2. Marketing research is?

a)
Systematic collection, analysis, and interpretation of information used to
develop a marketing strategy, or to solve a problem
b)

Solve any problem in the world

c)
Information used to analyze the world to solve current world/marketing
problems

3. Awareness, Attitude, and Usage Studies (AAU) does what?

a)

Measure the businesss awareness, and attitude towards handling consumers

b)

Measure the consumers awareness, and attitude towards usage of products

c)

Some studies that have been useless to the world

4. Why is marketing research needed?

a) To make more money with less products
b) To make marketing efforts more successful
c) To make the overall business gain a monopoly

5. How do surveys help?

a)
Gather information, and marketers get an idea of what consumer demands or
wishes
b)

Help improve sales of businesses directly

c)
Gather information on what business should do to make the consumer give
more money

6. The two types of primary research include?

a)

Light & Heavy research

b)

Secondary & Useful

c)

Quantitative and Qualitative Research

7. What provides lists of information organized by category?

a) Activities
b) Categories
c) Hard Data
8. What is unanalyzed, current information collected by researchers or
specific purpose?
a) Primary Data
b) Secondary Data
c) No Data
9) 12. What is information based on supportable facts.
a) Data
b) Listerv
c) Database

11. ___________ is the systematic collection, analysis, and interpretation of

information used to develop a marketing strategy or to solve a marketing problem.

12. ___________ is information based on supportable facts.

13. ___________ is marketing-research information that has been collected and

published by others.

14. ____________ involves searching for this type of information and then analyzing
and interpreting the data to improve a companys marketing efforts.

15.____________ provides lists of information organized by category.

16. A ____________ is an e-mail list that distributes queries and information to all the
people who belong or subscribe to it

17. ___________ is unanalyzed, current information collected by researchers or s

specific purpose

18. __________ are sites that mirror the demographic composition of the country as a
whole.

19. Businesses use ___________ to determine relationships between personal

information and purchasing behaviour for specific customers.

20. ____________ consists of all the efforts marketers use to determine peoples
buying behaviour.

Word Bank:
Pricing
Research
Focus Group

Consumertracking
devices
Competitive
Intelligence

Utilities

Consumer
Research

Matching:
(a) Intuition
(b) Primary Data
(c) Random Selection
(d) Data Mining
(e) Correlation
(f) Open-ended survey
(g) Eye tracking photography
(h) Qualitative Research
(i) Quantitative Research
(j) Consumer Research

Answer Key:
Multiple Choice:
A,C,B,B,A,B,C,B,A
Fill in the Blanks: 11. Marketing Research

Motivation
Research

Media
Research

Marketing
research

Comparative
worth analysis

12. Hard-data
13. Secondary Data
16. Listserv
17 Primary Data
20. Consumer Research

14. Secondary Research

18. Test markets

15. Databases
19. Data mining