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MKTG 351 Ch3 &4 15 pts. Name Instruction For cach of the 10 questions below you are te circle the letter that best answers each question. Circle one choice only. Multiple or hard to determine choices = 0. Each question = 1.5 points. When finished kindly return to instructor. 1, Marketing rescarch is best defined as @the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunitics. b.a framework for the day-to-day management and structuring of information gathered by marketers. c. a continuous gathering of data for an organization to make marketing decisions d. the collecting of data from secondary sources and internal documents. e. an intuitive process for making decisions based on personal knowledge and experience. 2. All of the following arc steps in the marketing research process except ‘a, collecting data. ‘p. interpreting rescarch findings. (€)designing the research project. vd, reporting research findings. (@hunderstanding your customer. 3. Decreasing sales, increasing expenses, or decreasing profits " a. are to be expected during the marketing rescarch process. @ arc examples of symptoms that point to larger problems. «. usually have no effect on the marketing research process. re important considerations in designing the research project. e. should be carefully considered before collecting data. 4. If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs lo conduct a. exploratory research. b, hypothesis development. ¢. survey rescareh. d. stratified sampling. (epexperimental research. 5, Data that are observed or collected directly from respondents are called i a. direct samples. “a, secondary data. c. stratified data. (primary data. ¢, firsthand information. MN 6. Lo monitor changes in the marketing environment effectively, marketers must cngage in @cnvironmental scanning and analysis. b. economic scanning c. self-regulatory analysis d. marketing rescarch analysis e. information collecting 7. Collecting information from secondary sources such as busin government, trade, and general-interest publications plays an important role in . a, cnvironmental analysis. b. competitive forces. (environmental scanning. d, procompetitive legislation. e. self-regulatory forces. 8. Three primary methods of collecting information for environmental scasming are a. marketing research, company records, and advance orders. b. secondary sources, company records, and observation. c. executive knowledge, media, and marketing research. (observation, secondary and marketing research. td c. company database, executive knowledge, and research. Continue on the reverse side. 
