1.

A marketing manager at Company SA debates whether or not to conduct a marketing research study before commercialising a product. After a brief analysis, she realizes that conducting the study will cost approximately $100,000. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. In this scenario, she conducts a(n) _____.

a.

assessment on information availability

b.

market-sensitivity assessment

c.

assessment on time availability

d.

cost-benefit assessment

e.

assessment on research designs

2 In a research proposal, which of the following sections discusses the types of scales to be used for data collection?

a.

Data collection method

b.

Specific research instruments

c.

Definition of the target population

d.

Definition of the sample size

e.

Sample design

3. _____ data is market research data that is collected, packaged, and sold to many different firms.

a.

Open source

b.

Big

c.

Syndicated

d.

Noncommercial

e.

Government

4 A new supermarket, collates its sales data using scanners at the point of purchase. It uses this data to identify the products to stock and the type of content and media to use to attract customers. In this scenario, the supermarket is most likely using:

a.

retailing research.

b.

test marketing.

c.

logistical assessment.

d.

concept testing

e.

perceptual mapping