MARKETING RESEARCH AND MARKET INTELLIGENCE (MRM711S) FEEDBACK TUTORIAL LETTER SEMESTER `1 OF Dear Student

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1 MARKETING RESEARCH AND MARKET INTELLIGENCE (MRM711S) FEEDBACK TUTORIAL LETTER SEMESTER `1 OF 2016 Dear Student Assignment 1 has been marked and this serves as feedback on the assignment. I have included some basic feedback in your individual assignments but I hope that the answers contained in this feedback letter will guide you through finding the correct solutions more easily. 1. Which ONE of these is NOT an element of the marketing information system (MKIS)? a. Internal records. b. Marketing research system. c. Marketing insight system. d. Analysis system. 2. Which ONE of these has less to do with marketing research than the others? a. Financial Information System b. Computer-assisted personal interviewing c. Marketing information system, d. Marketing Decision Support System 3. Most qualitative research money goes into: a. Focus groups b. Depths. c. Delphi. d. Ethnography. 4. Which ONE of these quantitative methods is being used more nowadays? a. Telephone interviewing. b. Postal interviewing. c. Face-to-face interviewing. d. Online research. 5. Which ONE of the options is the odd one out? a. Android. b. Allowable Sampling Error. c. Alternative Hypothesis. d. Area of Dominant Influence (ADI) 6. Which ONE of the options is the odd one out? a. Market Research Society. b. The Chartered Institute of Marketing 1

2 c. European Society for Opinion and Marketing Research d. Market Research Society. 7. What is data that 'relates to a living individual who can be identified from the data, or from the data and other information in the possession of, or likely to come into the possession of, the data controller'? a. Personal data. b. Impersonal data. c. Behavioural data. d. Something other than the options offered. 8. These are the five types of data you can collect for research. Which ONE of the options is the odd one out? a. Secondary, Primary, Tertiary, Quantitative and Qualifications b. Primary, Secondary, Quantifiable, Qualitative and Market Research Systems c. Secondary, Primary, Tertiary, Quantitative and Qualitative d. Tertiary, Quantitative and Qualitative, Questionnaires and Surveys 9. Responsible for specific parts of projects and may be part of a team. Will write questionnaires and analyse results. May prepare reports and presentations.' This might appear in the job description for which ONE of the following? a. Spec writer. b. Research executive. c. Personal interviewer. d. Moderator. 10. What is the difference between the terms market research and marketing research? a. Market research concerns strategic decisions; marketing research does not. b. Market research concerns operational decisions, marketing research does not c. Marketing research looks at academic matters, market research does not d. None of the options given are correct. 11. In contrast to a judgment sample, a probability sample is a. statistically random in nature b. arbitrary c. pre-selected from the universe d. one in which the sampling error cannot be measured 12. Information sought in marketing surveys usually falls into all of the following categories EXCEPT 2

3 a. factual information relating to the particular subject b. respondent descriptions of the interviewer c. opinions and attitudes on subjects pertinent to the survey d. personality and other characteristics of the respondents to the survey 13. "Do you like or dislike product X?" must be used with which of the following rating scales? a. Ratio b. Thematic c. Ordinal d. Interval 14. Marketing research that can be considered conclusive includes all of the following EXCEPT a. search of secondary data b. statistical analysis c. experimentation d. simulation 15. Concept testing uses a. person-to-person interviewing b. mail questionnaires c. reader inquiry cards d. observation in the market 16. Distance travelled is a good example of a(n) a. interval scale b. ordinal scale c. nominal scale d. ratio scale 17. A survey conducted among 100 commercial airline pilots to determine the number of hours flown in a typical year produces a standard deviation of 240 hours. The standard error of the mean is a. 2.4 b. 4.8 c. 24 d The most popular technique for predicting values of one variable from values of another variable is a. analysis of variance b. linear regression 3

4 c. correlation analysis d. coefficient of determination 19. Which of the following is not a form of reactive market research? a. questionnaires b. test marketing c. focus groups d. observation 20. Which of the following is not a form of differential advantage? a. superior technology b. well-known brand name c. cost leadership d. after-care service 21. The second step in marketing research process is a. define research objectives b. develop research plan/design c. implement research plan d. none of above 22. The research based on hypothesis suggestion and problem definition is classified as a. casual research b. exploratory research c. descriptive research d. both a and c 23. The primary data which is gathered by witnessing relevant actions and people is called a. experimental research b. ethnographic research c. observational research d. survey research 24. The process of watching customers in natural environment is called a. experimental research b. ethnographic research c. observational research d. survey research 4

5 25. The collection, analysis and reporting of available data for any given marketing situation is classified as a. external databases b. outsourced databases c. marketing research d. both a and b 26. Key sources of information available to marketing managers include... a. Customer information. b. Market intelligence. c. Market research. d. All of the above. 27. Which one of the following is a source of PRIMARY data? a. Online journal databases b. Surveys or questionnaires. c. The Namibian Statistics Office. d. IbisWorld. 28. Free Mark Number was left open in the assignment. 29. A consists of people, equipment, and procedures to gather, sort, analyse, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. a. marketing information system b. management information system c. management intelligence plan d. financial information system 30. A good marketing information system balances the information managers would like to have against a. information that is available. b. what they really need and what is feasible to offer. c. information that competitors have. d. what is supplied by consultants. 31. One of the greatest problems in obtaining and accessing information that is relevant to a marketing manager is: a cataloguing system for the information. 5

6 b. the cost and time of obtaining the information. c. the intelligence of the manager. d. the number of people that are seeking the information. 32. Information in the firm's database can come from many sources. Which of the following would not be chief among these sources? a. The manufacturing department. b. The accounting department. c. Interviews with stockholders. d. The marketing department. 33. One of the most common problems with using internal information is that: a. since it was probably collected for some other purpose, it may be incomplete or wrong. b. the data is almost always unsecured and, therefore, suspect as to reliability. c. top executives are usually unwilling to relinquish data, therefore, the data has limits. d. it is usually expensive to retrieve. 34. is(are) the systematic collection and analysis of publicly available information about competitors and developments in the marketing environment. a. Competitor analysis b. Internal company records c. Marketing intelligence d. Marketing research 35. Typical situations in which is used include market potential and market share studies, assessments of customer satisfaction and purchase behaviour, and/or studies of pricing, product, distribution, and promotion activities. a. internal company records b. marketing intelligence c. marketing research d. marketing control 36. If the researcher (because of time or cost constraints) deliberately selects a number of respondents with characteristics that are specifically required a. judgment sample. b. convenience sample. c. Quota sample d. stratified sample 6

7 37. Which of the following common survey methods is rated "poor" in terms of speed of data collection? a. Online b. Mail c. Telephone d. Personal 38. When a marketing research organization chooses a segment of the population that represents the population as a whole, they have chosen a. a. market target b. group c. bi-variant population d. sample 39. Designing the sample in a research process requires three decisions. Which of the following is not one of those decisions? a. How should the people in the survey be chosen? b. Who is to be surveyed? c. How many people are to be surveyed? d. Who will check the accuracy of the sample? 40. When the researcher is using a, each population member has a known chance of being included in the sample. a. sampling unit b. probability sample c. non probability sample d. sample size measure 41. If the researcher (because of time or cost constraints) selects the easiest population members from which to obtain the information, he or she has just selected a(n): a. judgment sample. b. stratified random sample. c. sample random sample. d. convenience sample. 42. allow respondents to answer questions in their own words. a. Closed-end questions b. Open-end questions c. Conditioned response questions d. Closed-parameter questions 7

8 43. Which one of the following research methods is most likely to be quantitative in nature? a. Surveys b. Participant observation c. In-depth interviews d. Projective techniques 44. Marketing research is the function that links the consumer, customer, and public to the marketer through a. Information b. Sales c. Computer. d. All of the above 45. Information is used to identify and define marketing opportunities and problems; to generate, refine, and evaluate actions a. Sales b. Marketing c. Computer d. Database 46. Marketing research specifies a. Business to business. b. The data, manages and implements the data-collection process, analyses the results, and communicates the findings and their implications. c. The information, manages and implements the data-collection process, analyzes the results, and communicates the findings and their implications. d. All of the above 47. The marketing research process consists of four steps they are sequentially. a. defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting. b. defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings. c. All of the above d. None of the above 48. A marketing research project might have types of objectives a. Causal b. Descriptive 8

9 c. Exploratory d. All of the above 49. A marketing researcher can gather secondary data, primary data, or both. a. Yes b. No c. May be d. All of the above. 50. Appropriate sample means a. One which gives meaning to the research undertaken. b. Depends on the topic. c. Depends on the financial constrains to the researcher. d. All of the above. 9