Marketing 3

Which of the following is a type of external marketing information that helps businesses make decisions:

• Purchasing records

• Demographic trends

• Customer databases

• Sales predictions

Useful marketing information often helps businesses to

• prevent competition.

• decrease sales.

• solve problems.

• develop ethics.

What type of information is often included in a salesperson's lost-business reports that a business might use to change its marketing strategy?

• Reasons for local unemployment

• Design of competitors' products

• Why customers no longer buy

• Quality of promotional materials

A cost-effective way for a business to monitor its competitors' activities is to

• hire a marketing-research firm.

• read their promotional literature.

• antagonize their customers.

• conduct a national opinion poll.

An essential characteristic of marketing research is that it must be

• predictive.

• biased.

• objective.

• causal.

Which of the following is the most important reason for creating a written plan for a marketing-research project:

• To make it easy to analyze the data collected

• To implement the marketing concept

• To keep the project from going over budget

• To keep the project on track

To develop a better understanding of a problem's complexity, marketing researchers often gather background information about the issue via a __________ analysis.

• situation

• competitive

• SWOT

• break-even

A marketing researcher is determining whether to collect data about individual consumers, households, or geographic areas. The researcher is choosing the

• marketing mix.

• relevant variables.

• data analysis method.

• unit of analysis.

Which of the following situations is an example of a marketing researcher obtaining secondary data:

• Ben reads a trade magazine.

• Jennifer distributes a survey.

• Marsha follows up with a customer.

• Jason interviews a client.

What type of research is intended to obtain detailed information about customers' opinions and experiences?

• Sampling

• Qualitative

• Observation

• Forecasting