Part A:

Question 1. Which best describes Market research as it relates to different firms:

Internal if the firm is small

External if the firm is large

Based on the needs of the firm

None of the above

Question 2. In the marketing planning process, scanning the environment and identifying threats and opportunities is:

Situation analysis

Strategy development

Marketing program development

Opportunity analysis

Question 3. Which is not a function of Database analysis:

Extracting data from existing databases.

Performing statistical analysis to better understand customers and their behavior.

Database administration.

Merging cleaned data with other relevant data.

Question 4. A syndicated research differs from a customized research in that:

It takes less time to complete a research project.

It is jointly sponsored by several different organizations.

It provides more accurate data.

None of the above.

Question 5. The most economical and fastest sources of information are generally provided by:

Interviews

Secondary data

Qualitative data

None of the above

Question 6. Firms that work with individual clients and help them develop and implement a complete marketing research project are called providers of:

Customized services

Syndicated services

Selective services

Field services

Question 7. Errors commonly found in research design include:

Selection Error

Measurement Error

Data Analysis Error

All of the above

Question 8. The following is not a part of the Research Objectives:

Research question

Analysis of results

Development of hypotheses

Scope

Question 9. Which of the following can be called exploratory research?

Experiments

Observation

Case studies

Interviews

All are examples of exploratory research

Question 10. Descriptive research can be defined as:

A research approach which is used when a researcher needs general insights into a problem.

An approach to determine cause-and-effect relationships.

A snapshot of some aspect of the marketing environment at a particular point in time.

An approach which isolates all causal factors.

Question 11. Of the following research questions, which could not be answered by exploratory research?

How does revenue vary with the size of our company's sales staff?

What do customers expect from our product?

What are the alternative means of transportation for urban commuters?

Are customers satisfied with our product?

Question 12. The probability based scheduling approach that recognizes and measures the uncertainty of the project completion times is the:

GANTT chart

PERT chart

Critical Path Method

GERT chart

Question 13. Which one of the following provides a standard source of recurring data?

Guides

Census

Directories

Indexes

Question 14. Which of the following statements about internal records is false?

Internal records provide data on marketing inputs and outputs.

The data in internal records are intended to satisfy many different information needs and may be inappropriate for marketing decisions.

The time frames in which variables such as sales are measured will always correspond to those used in external data.

Records of sales staff activity may be exaggerated.

Question 15. The tendency for new members of a panel to report unusual levels of purchase is the result of:

Testing effects

Mortality

Selection bias

Probability sampling

Part B-

Question 1. Which of the following is true about computer scanner checkouts?

They record purchases by passing them over a laser scanner.

One of their advantages to the researcher is the ability to look at data over short periods of time.

Consumers' purchase data can be instantly accessed.

All of the above.

Question 2. Which one of the following is not an expert system based on scanner data services?

Spotlight

Sales advisor

Promotion simulator

Economic Information System

Question 3. Which of the following is not an application of the standardized data source?

Measuring promotion effectiveness

Measuring ad exposure and effectiveness

Measuring product sales and market shares

Identifying newer markets

Question 4. Which of the following is not true about complaint letters?

Complaint letters are sources of data on product quality and service problems.

Complaint letters represent an incomplete and distorted picture.

People who write complaint letters are likely to be highly educated and articulate.

Complaint letters are the most commonly used method for consumers to resolve a dissatisfaction.

Question 5. A uniform numbering system for classifying establishments according to the types of goods and services they provide is:

Market Identifiers

Standard Industrial Classification

Compustat services

Valueline database

Question 6. True measure of effectiveness of ads on the WWW is measured by:

AdCount

"Click-through" rates

Number of Web cruisers seeing the ad

None of the above

Question 7. ____________ focus groups are based on the premise that true motivations and feelings are subconscious in nature.

Exploratory

Experiencing

Clinical

Traditional

Question 8. Behavior recording devices include all of the following except:

A pupilometer

A psycholgalvonometer

An audimeter

A TAT

Question 9. The moderator of a focus group should:

Try to keep the discussion as close to a question-answer session as possible.

Encourage natural group leaders.

Avoid demonstrating an interest in the views of each participant.

None of the above.

Question 10. Which of the following is not an approach used to collect non-overt primary data?

Retail store audit

"Garbage research"

Randomized response technique

Psychogalvanometers