Company sales invoices, census data, and trade association statistics are examples of:

QUESTION 1Company sales invoices, census data, and trade association statistics are examples of:

                A.            Primary data

                B.            Imaginary data mines

                C.            Secondary data

                D.            Tertiary data

                E.            Exploratory data

QUESTION 2The first step in the market research process is:

                A.Analyzing the internal company database

                B.Problem recognition

                C.            Determining the appropriate research design

                D.            Internal analysis

                E.            Reporting and limitations of the study

QUESTION 3 A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

 True

 False

QUESTION 4Every month Dr. Coombaya takes her staff to lunch and asks them to share patients’ comments and concerns. Dr. Coombaya is using the lunches as an informal marketing research effort intended primarily to:

                A.            Provide a link between herself and her profession

                B.            Help her to understand the needs of her customers

                C.            Monitor her competitors

                D.            Decrease the uncertainty associated with decision making

                E.            All of these

QUESTION 5Government data used by a hospital in answering market research questions is secondary data.

 True

 False

QUESTION 6Marketing research includes all of the following EXCEPT:

                A.            Collecting data

                B.            Creating data

                C.            Recording data

                D.            Interpreting data

                E.            Analyzing data

QUESTION 7Marketing research should be used only to produce favorable recommendations for senior management in a hospital to consider.

 True

 False

QUESTION 8It is always useful to begin a market research investigation with secondary data because of the cost advantage.

 True

 False

QUESTION 9 A major limitation of observational research is that it cannot address why people behave the way that they do.

 True

 False

QUESTION 10After the practice being in existence for almost 5 years, Dr. Tyrone Jones Pouzar hired a market research company to analyze his market share and tell him which groups of customers were the most profitable to his group practice. Tyrone will probably use the results of this research to:

                A.            Define market segments

                B.            Adjust positioning strategies

                C.            Change product offerings

                D.            Adjust prices

                E.            Any of these

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