3.02_IM281 H. SEM I Review

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.