MH31-3.02 SEM 1 Study Guide

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.