92 لحد اخر صفحة87 من أول صفحة
1. What is the first step in the data-collection process according to the text?
A. Conducting surveys
B. Designing the research project
C. Analyzing primary data
D. Collecting secondary data
2. What are data that are developed for some purpose other than solving the current problem
known as?
A. Primary data
B. Relevant data
C. Secondary data
D. Accurate data
3. What must secondary data be before they can be used as the only source of information to
solve a marketing problem?
A. Accessible
B. Available, relevant, accurate, and sufficient
C. Exclusive
D. Primary
4. Relevance in the text of secondary data refers to:
A. The extent to which data fit the information needs of the research problem
B. The accessibility of data
C. The accuracy of data
D. The availability of data
5. Why is using the original source important when using secondary data?
A. It is more cost-effective
B. Original reports are generally more complete
C. Secondary reports are more reliable
D. It is faster to access
6. When secondary data are available, relevant, and accurate but not sufficient, what is the
recommended course of action?
A. Discard the data
B. Use primary data
C. Seek additional secondary data
D. Use incomplete data
7. What are the two general sources of secondary data?
A. Internal and external
B. Primary and secondary
C. Exclusive and inclusive
D. Relevant and irrelevant
8. Where can internal sources of secondary data be found?
A. Outside the firm
B. Within the firm
C. In government agencies
D. In published sources
9. What are the five general categories of external secondary data?
A. Personal interviews, telephone interviews, mail interviews, computer interviews, and
syndicated services
B. Government agencies, computerized bibliographies, syndicated services, other published
sources, and association
C. Primary, secondary, tertiary, quaternary, and quinary
D. Relevant, accurate, available, inaccessible, and irrelevant
10. What is the most common method of collecting data for marketing decisions?
A. Personal interviews
B. Telephone interviews
C. Survey research
D. Mail interviews
11. What is survey research concerned with?
A. Secondary data
B. Marketing problems
C. Administration of questionnaires
D. Relevance of data
12. How are questions asked in personal interviews?
A. Through email
B. Face-to-face
C. Over the phone
D. Via computer console
13. What type of survey involves the presentation of the questionnaire by telephone?
A. Personal interviews
B. Mail interviews
C. Telephone interviews
D. Computer interviews
14. In mail interviews, how is the completed questionnaire typically returned to the researcher?
A. In person
B. Via email
C. By fax
D. By mail
15. What is the characteristic of computer interviews?
A. Face-to-face interaction
B. Presentation of questions via TV-type screen
C. Use of telephone communication
D. Manual administration of questionnaires
16. Which method of survey research has become much more practical and widespread?
A. Personal interviews
B. Telephone interviews
C. Mail interviews
D. Computer interviews
17. What is the systematic gathering of information from respondents for the purpose of
understanding some aspect of the behavior of the population of interest called?
A. Survey research
B. Data analysis
C. Secondary data collection
D. Marketing decision making
18. How are surveys generally classified according to the method of communication used in
interviews?
A. Based on the length of the questionnaire
B. Based on the cost of administration
C. Based on the types of the survey
D. Based on how primary data is collected
19. Which type of survey involves the computer presenting questions to respondents on a TV-
type screen?
A. Personal interviews
B. Telephone interviews
C. Mail interviews
D. Computer interviews
20. What is the primary focus of the text when discussing the nature of survey research?
A. Collection of primary data
B. Analysis of secondary data
C. Gathering information from respondents
D. Designing research projects
21. If secondary data sources do not provide sufficient data, what may be collected?
A. Internal data
B. Primary data
C. External data
D. Accurate data
22. What is the nature of secondary data?
A. Developed for the current problem
B. Developed for solving marketing problems
C. Developed for some purpose other than solving the current problem
D. Developed for personal interviews
1. B 12. B
2. C 13. C
3. B 14. D
4. A 15. B
5. B 16. B
6. B 17. A
7. A 18. C
8. B 19. D
9. B 20. C
10. C 21. B
11. C 22. C
True or False:
1. The design of a research project determines both the needed data and how they are to be
obtained.
Answer: True
2. The first step in the data-collection process is to search for primary data.
Answer: False
3. Secondary data are developed specifically to solve the problem at hand.
Answer: False
4. Before using secondary data as the sole source of information, they must be available,
relevant, accurate, and sufficient.
Answer: True
5. Availability of secondary data is not a concern for marketing problems, as data are always
readily accessible.
Answer: False
6. Relevance in the text of secondary data refers to how well the data fit the information needs
of the research problem.
Answer: True
7. It is advisable to use the second report rather than the original source when using secondary
data.
Answer: False
8. Sufficiency in secondary data means they are always enough to meet all data requirements
for the research problem.
Answer: False
9. External sources of secondary data include government agencies, computerized
bibliographies, syndicated services, and other published sources.
Answer: True
10. Survey research is the most common method for collecting primary data for marketing
decisions.
Answer: True
