University of Oregon

MKTG 311

Quiz 4

Q1) What is the first step in the marketing research process?

1. developing a marketing information system
2. defining the problem and research objectives
3. developing the research plan for collecting information
4. implementing the research plan
5. hiring an outside research specialist

Q2) Secondary data consists of information                            .

1. that researchers collect themselves
2. that does not currently exist in an organized form
3. that already exists but was collected for a different purpose
4. used by competitors
5. that researchers can only obtain through surveys and observation

Q3) Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide when you ask them?

1. observational
2. survey
3. questionnaire
4. focus group
5. personal interview

Q4) Which of the following is the primary reason or underlying rationale for conducting focus groups?

1. allow for individualized analysis
2. able to provide more precision than quantitative studies
3. interaction among group members
4. ambiance of the focus group promotes direct questioning
5. none of the above

Q5) When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes, watching consumers wash shower stalls, they were conducting

                     research.

1. survey
2. experimental
3. secondary
4. ethnographic
5. personal