Select the radio button corresponding to your choice of answer for each question, and then click on ‘Submit Answers’ to find out how many you answered correctly.
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| 1 | |
Generally speaking, data is most readily available to companies to meet their needs for information in respect of: |
| | A) | control functions |
| | B) | service perception issues |
| | C) | strategic planning purposes |
| | D) | customer attitudes |
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| 2 | |
Newspapers, trade and technical press, government statistics, trade association information are all generally examples of: |
| | A) | primary data |
| | B) | secondary data |
| | C) | tertiary data |
| | D) | MIS |
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| 3 | |
Which of the following statements concerning marketing research is INCORRECT: |
| | A) | qualitative techniques generally provide a broad representation of the population’s behaviour |
| | B) | qualitative research may involve the use of semi-structured questionnaires |
| | C) | quantitative research need not necessarily involve the use of interview techniques |
| | D) | quantitative research is generally more statistically reliable than qualitative research |
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| 4 | |
An influence diagram is: |
| | A) | a means by which a company can gain a better understanding of the relationships between different environmental forces |
| | B) | a means of gaining influence over competitors |
| | C) | a means by which a competitor gains influence over you |
| | D) | used to plot the external relationships between the organisation and its major suppliers |
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| 5 | |
Ansoff’s model of ‘strategic issue analysis’ identifies three trends which a company should monitor: which of those listed below is NOT one of these trends? |
| | A) | performance trends |
| | B) | internal trends |
| | C) | supplier trends |
| | D) | environmental trends |
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| 6 | |
Which one of the techniques listed below is a statistical method for analysing the marketing environment: |
| | A) | trend extrapolation |
| | B) | expert witness |
| | C) | scenario building |
| | D) | influence diagrams |
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| 7 | |
One of the sales executives of a company supplying drilling machines to manufacturing companies has learnt that a business which buys a lot of machines from the company has 5 type B101 machines, likely to be replaced in 12 months time, and 2 type C104 machines, likely to be replaced in 2 years time. This is best described as an example of which type of knowledge? |
| | A) | corporate |
| | B) | executive |
| | C) | tacit |
| | D) | explicit |
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| 8 | |
A ’learning organisation’ in the context of management theories can best be described as one which: |
| | A) | caters for the young children of managers, allowing them to work more effectively at their job has |
| | B) | is essentially a management training college |
| | C) | has a culture which stresses sharing of knowledge and learning from experience |
| | D) | a large budget for running skills training courses |
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| 9 | |
A company employs a consultant to regularly look through newspapers, trade journals and internet forums to gather insights that may be of use to the company in understanding and predicting the nature of its business environment. Which term is commonly used to describe this process? |
| | A) | environmental audit |
| | B) | environmental scanning |
| | C) | business audit |
| | D) | historical log analysis |
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| 10 | |
’SWOT’ analysis stands for: |
| | A) | Strategy, Work, Options, Timing |
| | B) | Strategies, Weaknesses, Opportunities, Timing |
| | C) | Strengths, Weaknesses, Opportunities, Timing |
| | D) | Strengths, Weaknesses, Opportunities, Threats |
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