Marketing Research Activities
4.04
1. What is the most significant reason why
marketing research is important to
businesses?
A.
B.
C.
D.
It makes competitors take notice of the
business.
It improves financial management.
It contributes to business success.
It helps the business to base decisions on
opinions.
2. How could a business use marketingresearch data it has gathered about the
average age, income, educational levels, and
spending patterns of area consumers?
A.
B.
C.
D.
To identify problems within the business
To create a mailing list for the business
To develop a profile of the typical
customer
To establish an appropriate operating
budget
3. What is an advantage of using secondary
data in a marketing-research project?
A.
B.
C.
D.
Less expensive to collect than primary
data
More up-to-date than primary data
Less likely to be available to competitors
More relevant than primary data
4. Which statement about marketing research
problems is true?
A.
B.
C.
D.
Problems that company decision-makers
identify are often just symptoms of larger
problems that need to be researched.
Company decision-makers typically finalize
marketing research problems prior to
involving marketing researchers.
Marketing research problems are commonly
based on specific research objectives and
research instruments.
Marketing research problems are usually only
needed when marketing researchers plan to
gather external information.
5. What is a benefit of having managers and
researchers "on the same page" about the
marketing-research problem?
A.
B.
C.
D.
It allows the two parties to avoid
establishing research objectives.
It keeps the business from wasting
resources.
It ensures favorable results from the
study.
It improves the business's market share.