Marketing Research

Mega Furniture, a retailer examines financial ratios available from Dun and Bradstreet for furniture stores of its size

• Primary

• Secondary

A local ACE Hardware owner purchases demographic data regarding population, housing, education, and income from Marketing Systems, a business information company

• Primary

• Secondary

Del Taco records the number of used coupons turned in from a Sunday newspaper advertisement

• Primary

• Secondary

Metro Center mall conducts personal interviews with customers to find out why no one visits this mall anymore.

• Primary

• Secondary

Jack In the Box gives out a jumbo jack sandwich for each customer questionnaire that is turned in by December 10th.

• Primary

• Secondary

Which of the following is the most significant reason why marketing research is important to businesses?

• It improves financial management.

• It contributes to business success.

• It makes competitors take notice of the business.

• It helps the business to base decisions on opinions.

Which of the following is essential to all marketing research?

• Validity

• Frequency

• Primary Data

• Secondary Data

Is marketing research used just by large businesses?

• No, it is used mainly by individuals and small businesses.

• No, it is used by businesses and organizations of all sizes.

• Yes, individuals and small organizations do not use marketing research.

• Yes, large businesses are the exclusive users of marketing research.

An example of an internal source of marketing-research data is

• Census Figures

• Unemployment Rate

• Industry Sales

• Financial Statements

Which of the following is the most popular data-collection method:

• Experiment

• Observation

• Survey

• Situation Analysis