Revision

Chapter One
1. Promotion research is perceived as----------.
A) problem solving research B) market share research
C) problem identification research D) image research
2. Segmentation research is an example of ……
A) market share research B) problem identification research
C) problem solving research D) None of the above
3. Mobinil collects data about Vodafone customers; Thus, Mobinil is undertaking-------
research.
A) Marketing intelligence B) Marketing
C) Market D) Problem solving
4. To implement marketing strategies and plans, marketing managers need information about
competitors, this can be defined as _______
A) marketing research B) market research
C) marketing intelligence D) None of the above
5. Company (A) relies on a--------marketing research supplier for conducting the data
tabulation step.
A) syndicated B) customized
C) limited line D) full line
6. In most cases, ---------research is done first followed by--------
A)problem solving; problem identification B)problem identification; problem solving
c)marketing research; marketing intelligence d)problem; phenomenon
7. Determining the needs, preferences, attitudes of customers by age, income and marital status
is perceived as------.research
A) Marketing intelligence B) Marketing
C) Market D) Problem solving
8. The Nielsen Television Index only provides facilities and recruitment of respondents for
focus groups and other forms of qualitative research such as one-on-one depth interviews.
The Nielsen Index is an example of ----
A) syndicated service suppliers B) full service suppliers
C) limited service suppliers D) analytical service suppliers
9. The Nielsen Television Index tailors all the research procedures to best meet the needs of
each client. The Nielsen Index is an example of ----
A) syndicated service suppliers B) full service suppliers
C) limited service suppliers D) analytical service suppliers
10. All of the following is considered an example of problem solving research EXCEPT…
A) segmentation research B) product research
C) pricing research D) market potential research
11. To implement marketing strategies and plans, marketing managers need information about
customers, this can be defined as _______
A) marketing research B) market research
C) marketing intelligence D) None of the above

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Chapter Two

12. Decrease in sales is perceived as a (an)-------

A) information oriented B) phenomenon
C) symptom D) B and C
13. Determining consumer perceptions about new product introduction is viewed as-------
A) action oriented B) marketing research problem
C) information oriented D) B and C
14. Entrance of new competitor with effective promotion strategies channels can be perceived
as--
A) market decision problem B) market research problem
C) action oriented D) phenomenon
15. -----is an unproven statement or proposition about a factor or phenomenon that is of interest to
the researcher. For instance, it may be a tentative statement about relationships between two or
more variables.
A) Research question B) hypothesis
C) Research problem D) Framework
16. Regarding the marketing research proposal, any statistical or other information that is of
interest only to a few people should be contained in________
A) data analysis B) approach to the problem
C) appendices D) research design
17. The ________ section of the marketing research proposal should include a review of the
relevant academic and trade literature, along with some kind of an analytical model.
A) data analysis B) approach to the problem
C) executive summary D) research design
18. To determine consumer preferences of the qualities of existing products. This is an example
A) The environmental context of the problem B) The management decision problem
C) The marketing research problem D) The decision support problem
19. _______are refined statements of the specific components of the problem.
A) Hypotheses B) Research questions
C) Verbal models D) Graphical models
20. Should we invest in celebrity X to endorse our brand? This is an example of
A) The environmental context of the problem B) The management decision problem
C) The marketing research problem D) The decision support problem
21. Which of the following statements is true about interviews with industry experts?
A) These experts maybe found both inside and outside the firm
B) Typically, expert information is obtained by unstructured personal interviews
C) It may be difficult to locate and obtain help from experts who are outside the client
organization.
D) All of the above

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Chapter Three

22. Examining the effect of service quality on brand loyalty is viewed as--------
A) causal research design B) qualitative research design
C) descriptive research design D) exploratory research design
23. A (an)------- research is used in cases when you must define the problem more precisely, identify
relevant courses of action, or gain additional insights before an approach can be developed.
A) Descriptive B) Conclusive
C) Causal D) Exploratory
24. ---- research is typically more formal and structured than ----- research.
A) conclusive; exploratory B) exploratory; qualitative
C) exploratory; conclusive D) causal; conclusive
25. ------ designs involve the collection of information from any given sample of population
elements only once.
A) longitudinal B) causal
C) cross sectional D) qualitative
26. ABC marketing Research Company is adopting -------research design when it examines the
effect of social media marketing on sales. While the research design is perceived as-------
when examining the relationship between Marketing Artificial Intelligence and performance.
A) descriptive; Causal research design B) exploratory; descriptive research design
C) Causal; descriptive research design D) conclusive; exploratory research design
27. Single and multiple cross-sectional designs are types of ________
A) conclusive research B) exploratory research
C) descriptive research D) A and C are correct
28. Which of the objectives below would best represent exploratory research?
A) Describe market characteristics or functions B) Provide insights and understanding
C) Determine cause and effect relationships D) None of the above
29. As a part of his marketing research, Amgad needs to determine which variables and
relationships he should examine further. Amgad is about to embark on what type of research?
A) Exploratory B) Causal
C) descriptive D) qualitative
30. Single and multiple cross-sectional designs are types of ________
A) causal research B) exploratory research
C) descriptive research D) A and C are correct
31. To determine cause and effect relationships, it is better to use ________
A) causal research B) exploratory research
C) descriptive research D) None of the above
32. Ali and the team working on the Roger Tire Company marketing research project are using a
survey to test their hypothesis that drivers of larger trucks prefer dual belted radial tires.
What type of research are they conducting?
A) simple research B) descriptive research
C) exploratory research D) causal research

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Chapter Four

33. Secondary data is used in all the following except for-------.

A) Identify the problem B) develop an approach to the problem
C)Interpret primary data more insightfully. D) survey and observation methods
34. In an interview asking a question like “How many cell phones have you purchased through
the last five years? Such question reflects committing----error due to respondent------.
A) non response; unwillingness B) response; cheating
c)response ; inability d) response; unwillingness
35. ------is the difference between population and sample that occur due to taking a sample
instead of the whole population.
A) Sampling error B) non sampling error
c)response error d)non response error
36. When a marketing research Company focuses on collecting data as much as it needs. Then
such Company is said to apply------as a criteria for collecting data.
A) reliability B) validity
c)accuracy d)dependability
37. Which of the following statements refer to the accuracy criteria when evaluating secondary
data?
A) representing actual situation B) there is no bias
c)credibility, reputation and trustworthiness D)collecting data as much as the researcher
of the source need
38. Which is the best source for obtaining data about economic situation in Egypt?
A) Egyptian Central Bank B) Sales department
C)Central agency for public mobilization and D)ministry of tourism
statistics
39. As compared to primary data, secondary data are collected
A) Rapidly B) easily in a short time
c) At relatively low cost D) All of the above
40. Which of the following classifications of secondary data is not a classification for external
secondary data?
A) Syndicated services B) Published materials
C) CRM D) None of the above
41. Secondary data collected should be at a maximum degree of no bias. This reflects…..
A) objectivity B) currency
C) accuracy D) dependability

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 Model Answer
1. A 11. B 21. D 31. A
2. C 12. D 22. A 32. B
3. A 13. D 23. D 33. D
4. C 14. B 24. A 34. C
5. C 15. B 25. C 35. A
6. B 16. C 26. C 36. B
7. C 17. B 27. D 37. A
8. C 18. C 28. B 38. A
9. B 19. B 29. A 39. D
10. D 20. B 30. C 40. C
41. A

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