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1
In respect of a pub chain seeking to learn more about trends in dining out, the following are all examples of ________; Financial Times industry sector surveys; other pub chians annual reports, and reports published by trade bodies representing the licensed pub trade.
» Explain it
D
All of these are examples of secondary data - the pub chain would be a secondary user of the information, which had been previously collected.
2
Which of the following statements concerning marketing research is INCORRECT:

A. Secondary research can be organised in-house or via a research agency

B. Secondary research is done after primary research

C. Secondary research is quicker than primary research

D. Secondary research is cheaper than primary research
 
» Explain it
B
Secondary research is generally quicker and cheaper than primary research, so most research projects would begin by reviewing what secondary data is already available.
3
Which of the following indicators is most likely to be an effective predictor of UK demand for new commercial catering equipment in one year’s time?
» Explain it
C
The other factors may have an indirect effect on sales of equipment, but the most direct indicator of sales in one year’s time will come from people attending professional catering exhibitions - these people are probably in the early stages of the buying process for new equipment.
4
Factors that are crucial to the effectiveness of a company’s marketing intelligence systems are listed below. Which factor is INCORRECT?
» Explain it
D
Good marketing research can take place without a marketing research manager. Many smaller companies (and larger ones) manage very well - some would say better - without confining marketing research just to a marketing research department.
5
‘Benchmarking’ is a type of research which :
 
A. compares a company’s performance with standards set by selected other organisations.

B. is based on qualitative feedback from customers who sit on cunsumer panels (or benches).

C. is based on quantitative feedback from customers who sit on consumer panels (or benches).

D. is essentially attitudinal in nature.
 
» Explain it
A
Benchmarking is essentially about measuring your organisation’s performance against some benchmark established by another similar organisation.