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Direction: Study the following questions carefully and choose the right answer.
Important for :
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.

Hence, the option D is correct.

 
2
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.

Hence, the option C is correct.

 
3
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.

Hence, the option D is correct.

 
4
‘Mystery Shopper’ surveys can best be described as a form of:
» Explain it
A
Mystery shoppers only observe behaviour. They do not try to understand the attitudes that underlie such behaviour. It is small scale primary research and the results do not generally lend themselves to quantitative analysis.

Hence, the option A is correct.

 
5
 Which of the following is NOT an element of a Marketing Information System?
» Explain it
C
A production monitoring system may form part of a broader management information system, and this may have relevance to marketing (e.g. in respect of future ability to fulfil orders). It is not, however, in itself generally considered to be a part of a firm’s marketing information system.

Hence, the option C is correct.