Quiz

Marketing Research

Fill the blank space

1. The process that first determines what information managers need and then gathers, sorts, analyzes,
stores, and distributes relevant and timely marketing information to system users is called what?

Marketing Information System

2. An intranet is an internal corporate communication network that uses Internet technology to link
company departments, employees, and databases.

3. Futurists try to imagine different scenarios or possible future situations that might occur and assign a
level of probability to each

4. Market Research is the process of collecting, analyzing, and interpreting data about customers,
competitors, and the business environment to improve marketing effectiveness.

5. Data mining is the process in which analysts sift through massive amounts of data to identify unique
patterns of behavior among different customer groups.

6. Research data that has previously been gathered is called what type of data? Secondary data

7. Consumer Interview are one-on-one discussions where an individual shares his/her thoughts in person
with a researcher.

8. Prospective technique are used to get at people's underlying feelings, especially when they think people
will be unable to express their true reactions.

9. Descriptive research is typically expressed in qualitative terms terms, such as averages and
percentages.

10. Causal research attempts to understand cause-and-effect relationships. One technique used in this
research is what? Statistical term

11. Cookies are text files inserted by an Internet site sponsor into an Internet user's hard drive when the
user connects with the site.
 TRUE OR FALSE

12. A marketing intelligence system is a method by which marketers get information about everyday
happenings in the marketing environment.
True

13. Marketing research is a process of collecting, analyzing, and interpreting data about the efforts of a
foreign firm in an industry.

False

14. The first, and the most important, step in the Marketing Research Process is define the problem. True

15. Research design specifies what information marketers will collect and what type of study they will do.
True

16. Qualitative data is the type of information a marketer would receive concerning customers' attitudes,
feelings, and buying behavior in the form of words rather than numbers. False

17. A focus group is the technique marketing researchers use most often for collecting exploratory data.
True

18. Face-to-face interviews are more successful in retrieving information if they are conducted over the
telephone. True

19. The three factors that influence the quality of research results are validity, reliability, and
representativeness. True

20. A non-probability sample entails the use of personal judgment in selecting respondents -- in some
cases just asking whomever they can find. False