1. The process of collecting and using information for marketing decision making is called
market planning.
institutional research.
corporate planning.
market research.

2. The criteria a marketer uses to determine whether to conduct an internal study or to contract an outside organization for this purpose is
the size of the firm.
how quick information is needed.
cost.
the reliability of the firm’s marketing staff.

3. full-service limited-service syndicated services part-time services
An organization that contracts with clients to conduct complete marketing research projects is called a__________________ research supplier.
full-service
limited-service
syndicated services
part-time services

4. A marketing research firm that specializes in a small number of activities is called a __________ research supplier.
full-service
limited-service
syndicated services
part-time service

5. How many steps are there in the marketing research process?4 5 6 8

6. ________ is one of the least expensive and most important sources of marketing information services available to a firm.
Secondary data collection
Primary data collection
Marketing cost analysis
Sales analysis

7. A master plan or model for conducting marketing research is called a(n)
hypothesis.
prototype.
primary design.
research design.

8. Information which has been collected by others and previously published is referred to as
sales analysis.
secondary data.
primary data .
marketing cost analysis.

9. ______ refers to information collected for the first time specifically for a marketing research study.
Secondary data
Primary data
Hypothesis
Initial data

10. What percentage of research firms currently conducts some form of Internet research?30 50 70 80

11. Which of the following is not an advantage of secondary data?
cost of data collection
time required locating data
data is never obsolete
All of these choices are advantages

12. The two largest sources of secondary data come from Statistics Canada and
News Week.
Industry Canada.
Commerce Canada.
Finance Canada.

13. A sample that gives every member of the population a known chance of being selected is called a
probability sample.
simple random sample.
convenience sample.
nonprobability sample.

14. simple random sample. stratified sample. convenience sample.
Weekly lotteries, such as those in British Columbia where every numbered ball has an equal chance of dropping, are an example of a
simple random sample.
stratified sample.
convenience sample.
quota sample.

15. interpretive research. controlled interview. focus group.
A simultaneous personal interview of a small group of individuals, which relies on group discussion about a certain topic is called a(n)
research interview.
interpretive research.
controlled interview.
focus group.

16. _______ focuses on understanding the meaning of a product and/or the consumption experience in a consumer’s life.
Data mining
Interpretative research
Marketing information systems
Business intelligence

17. A ________ consists of software that helps users quickly obtain and apply information in a way that supports marketer's decisions.
marketing decision support system
business intelligence system
quantitative forecasting system
marketing information system

18. An estimate of a company's revenue for a specified future period is called (a)
revenue-stream forecast.
qualitative forecasting.
quantitative forecasting.
sales forecast.

19. A qualitative sales forecasting method that assesses the sales expectations of various executives is called the
jury of executive opinion.
Delphi technique.
executive predictive model.
executive opinion forecast.

20. All of the following are examples of quantitative methods of forecasting except for (a/the)
market test.
Delphi technique.
trend analysis.
exponential smoothing.