Illinois State University

MKT 230

CHAPTER 5 QUIZ

1)Which of the following is true of exploratory research?

2. Which of the following is true of conclusive research?

3. Which of the following best describes a focus group?

4. Which of the following statements is true of descriptive research conducted by marketers?

5. The marketing research process begins with:

6. In the marketing research process, once the problem or issue is defined, the next step is to:

7. A(n)                        refers to an overall plan for obtaining the information needed to address a research problem or issue.

8. A(n)                        is an informed guess or assumption about a certain problem or set of circumstances.

9. Which of the following takes place during the research design process?

10. A research technique is said to have reliability if:

11. A research technique is said to be valid if:

12. Which of the following statements is true of research reliability and validity?

13. Which of the following is a source of primary data for an organization?

14. Marketers often begin the data-collection phase of the marketing research process by:

15. Which of the following is an internal source of secondary data?

16. Which of the following statements is true of primary data collected during market research?

17. For the purpose of marketing research, Joe picked up the telephone directory and just selected a few numbers from it to form his sample. Joe is using                                                                         sampling to select the participants for his research.

18. Which of the following is true of quota sampling?

19. Which of the following statements is true of a telephone survey or depth interview as a research technique?

20. Which of the following survey methods offers maximum flexibility, and allows marketers to observe the responses of customers?

21. 'StumbleUpon' is a browser plugin for Firefox and Internet Explorer that allows users to rate and share web pages. The plugin is very straightforward: users vote thumbs up or thumbs down on pages and are served random pages based on their previous picks, specified topic areas of interest, and the picks of other like-minded users. The idea is that the sites with the most thumbs-up votes will be the most relevant. Which of the following methods does this represent?

22. A(n)                        is a collection of information arranged for easy access and retrieval.

23. A marketing decision support system (MDSS) aids marketers in decision making by:

24. International marketing research usually involves two phases. Which of the following is most likely to be an activity conducted by the marketers during the second phase of international marketing research?