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Principles & Practice of Marketing, 3/e
David Jobber, University of Bradford, UK

Marketing research and information systems

Self-test Questions

Answer the self-test questions below and then click on 'submit' to send your answers. The test will be marked instantly, so that you can see how well you have done.


The marketing information system has four elements: internal continuous data, internal ad-hoc data, environmental scanning and:
A)Primary research
B)Marketing research
C)SWOT analysis
D)Marketing planning
E)Competitor analysis

Ad-hoc marketing research is:
A)Research conducted by a research agency
B)Continuous marketing research
C)Carried out on a small budget
D)Designed to solve a specific problem
E)Not planned beforehand

What is the name of the space on a questionnaire bought by a number of companies to share the cost of a survey?
A)Secondary research
B)Omnibus survey
C)Ad-hoc research survey
D)Consumer survey
E)Price sensitive survey

In the marketing research process, the stage following the initial contact is:
A)Research proposal
B)Primary research
C)Research brief
D)Collection of data
E)Secondary research

In the marketing research process, the final stage is:
A)Conducting secondary research
B)Data analysis
C)Presentation of the research findings
D)Agreeing the fee for conducting the research
E)Interpretation of the data

The main forms of qualitative market research are:
A)Collecting secondary data
B)Skilled mathematical analysis
C)Website statistics
D)Group discussions and interviews
E)Telephone and field questionnaires

Secondary research is:
A)Where a questionnaire is used by the respondent
B)Where a number of companies share space on a questionnaire
C)Collecting original data
D)The second stage in the marketing research process
E)Collecting data compiled by someone else

Descriptive research - looking at beliefs, attitudes, preferences and behaviour - is known as:
A)Quantitative research
B)Qualitative research
D)Demographic research
E)Secondary research

In marketing, research quota sampling is where:
A)The company instructs the market research agency as to the number of people to survey
B)An exact number of people must be randomly interviewed at an exact time
C)Random individuals are targeted
D)Respondents are placed in groupings such as age, social class and gender
E)A large number of individuals will be questioned

Three conditions are necessary to get a true reponse to a question. The last two are: the respondent must be able to provide the information and be willling to answer the question. What is the first?
A)Respondents must be interviewed face to face
B)Respondents must understand the question
C)Respondents must understand how marketing research works
D)Respondents must have knowledge of the product being researched
E)Respondents must be comfortable

The design of a questionnaire has three broad stages. The first stage is the:
A)Pilot stage
B)Layout stage
C)Planning stage
D)Design stage

Secondary data might come from which of the following?
A)Focus groups
D)A shared omnibus survey
E)Directories and reports