2. Which of the following is the best definition of marketing research? (15)
Questionnares, surveys and focus groups.
Ways to collect data from external sources.
A formalized approach to data collection.
All of the above.
3.
Which one of the following researchable questions would answer the objective of
increasing market share? (15)
What are the demographics of my customer?
How many people live in my trade area?
Did sales increase after my last advertising campaign?
Which companies are my competitors and how much are they selling?
4. Which of the following are the components of demand? (13)
Population and income
Rate of consumption and population
Expenditure and consumption
All of the above
None of the above
5.
Which of the following are examples of of three types of data. (15)
Exploratory, Descriptive and Causal.
Primary, Secondary and Experiemental.
Data, Statistics and Focus Groups.
All of the above.
6. Calculate the Mean, Median and Mode of the following data distribution. (Give
me 3 numbers) (15)
| 1, 3, 12, 6, 10, 2, 3, 8, 5 |
Mean
Median
Mode
7.
What are three benefits of secondary data? (15)
It is easy to find, it tells me what I want to know and it always answers my question.
It is not expensive, it is available now and it helps with exploratory research.
It provides demographic profiles, it desribes my trade area and it helps me understand
the question.
All of the above.
8. What are three potential errors affecting research design? (15)
A.
B.
C.
9.
Choose the four most significant developments in the history of the Internet.
(20)
10.
What is the best definition of measurement? (15)
Measurement is comparing one to the next.
Measurement is applying concepts to characteristics
Measurement is standing in a line.
Measurement is expressing characteristics in terms of numbers according to rules.