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  • 1.
    In respect of a pub chain seeking to learn more about trends in dining out, the following are all examples of ________; Financial Times industry sector surveys; other pub chians annual reports, and reports published by trade bodies representing the licensed pub trade.
    A. tertiary data
    B. market information system
    C. primary data
    D. secondary data

  • 2.
    Which of the following statements concerning marketing research is INCORRECT:

    A. Secondary research can be organised in-house or via a research agency

    B. Secondary research is done after primary research

    C. Secondary research is quicker than primary research

    D. Secondary research is cheaper than primary research
     
    A.   B.  
    C.   D.  

  • 3.
    Which of the following indicators is most likely to be an effective predictor of UK demand for new commercial catering equipment in one year’s time?
    A. sterling exchange rate
    B. household discretionary income
    C.
    number of people attending professional catering equipment exhibitions
    D. Gross Domestic Product

  • 4.
    Factors that are crucial to the effectiveness of a company’s marketing intelligence systems are listed below. Which factor is INCORRECT?
    A.
    an accurate description of the company’s information needs
    B. extensiveness of the search for intelligence
    C. speed of communication D.
    appointment of a full time marketing research manager

  • 5.
    ‘Benchmarking’ is a type of research which :
     
    A. compares a company’s performance with standards set by selected other organisations.

    B. is based on qualitative feedback from customers who sit on cunsumer panels (or benches).

    C. is based on quantitative feedback from customers who sit on consumer panels (or benches).

    D. is essentially attitudinal in nature.
     
    A.   B.  
    C.   D.