SEMI 3.03

Which of the following is an example of secondary data:

• The information on a sales invoice

• The results of a focus group

• The outcome of an experiment

• The answers to a survey

One reason that marketers conduct secondary research is to

• clarify research questions

• create hypotheses

• make accurate predictions

• learn more about a specific industry

Marketers look for internal data in

• trade association reports

• informal interviews

• the organization’s information system

• government databases

Which of the following is an example of internal data:

• A field test

• A cash register receipt

• A competitor’s website

• A media report

Which of the following is an example of external data:

• A retail “loyalty” card

• An article written by an industry expert

• A sales report

• A profit-and-loss statement

Which of the following is a true statement about external data:

• They come from original research

• They are represented numerically

• They are the easiest data to access

• They can cost money to obtain

Primary research collects data for

• marketers across the industry to use

• understanding economic cycles

• the research project at hand

• informational purposes only

Marketers often conduct primary research when secondary research

• isn’t complete enough

• is too costly

• is too time-consuming

• isn’t broad enough

Which of the following is a reason that marketers conduct qualitative research:

• To create hypotheses for further testing

• To test hypotheses

• To make accurate predictions

• To analyze relationships between market factors

Which of the following is a true statement about qualitative research:

• It is often conducted through experiments

• It is conducted during a short timeframe

• It uses large samples of the population

• It is based on statistics and facts