This document discusses a book titled "Multiple Choice Questions in Marketing" written by Maxwell Ranasinghe. Some key details: - The book contains 580 frequently asked marketing exam questions answered. - The author has 20 years experience teaching marketing and conducted workshops. - MCQs are now common on marketing exams worldwide. The book aims to help students pass exams. - It analyzes over 1600 questions and identifies 580 frequently asked questions answered in the e-book. - The e-book presents the MCQs in 12 chapters covering standard marketing topics.

1. Multiple Choice
Questions in Marketing
580 Frequently asked
questions are
answered.
Book by
Maxwell Ranasinghe
M.A( Interdisciplinary Studies) York, CPM ( Marketing) New Haven,
BSc.( Business Administration) USJP, Attorney at Law.

2. I have taught marketing for last 20 years in number of
universities and professional institutes. Further I have
conducted various marketing and management related
workshops to the corporate sector.
MCQs are now a very important part of marketing
examinations all over the world. As such, I wrote this book on
Multiple Questions to help students in passing exams.
I gathered question papers on MCQs of many universities, and
professional institutes
I analyzed more than 1600 questions and found that there are
a set of questions that are frequently asked. It came to around
580 questions, and I answered all these questions in my e-
book.

3. • The questions and answers discussed in the book cover a
standard syllabus of marketing in Diploma, Undergraduate
and Graduate level courses
• I have discussed MCQs by categorizing it to 12 categories
namely - Introduction to Marketing, Marketing
Environment, Marketing Mix, Marketing Research,
Consumer Behavior, Segmentation, Targeting and
Positioning, Product , Price, Distribution, Promotion ,
Marketing Planning and Information and Communication
Technology for Marketing. As such there are 12 chapters to
the book.
• I decided to select 20 MCQs from each chapter and make
12 presentations
• As such, you will be able to view 12 presentations in this
series and to learn 240 MCQs out of 580 MCQs in my book

4. Now take a piece of paper and a pen, get ready for
an MCQ Exam
In this
presentation, I
will discuss 20
MCQs selected
from Chapter 4
of my book
Marketing
Research

5. 1. Marketing research
means
• 1. Systematic gathering of data , recoding and
analysis of data
• 2. Providing information to take marketing
decisions
• 3. Only Above 1 is correct
• 4. Above 1 and 2 are correct

6. 2. What are
the types
of data
used in
marketing
research
Primary Data only
Secondary date only
Secondary and Primary data
Secondary, Primary and Tertiary data

7. 3. What is
meant by
primary data
1. Data freely
available
2. Data used by
the company in
the early stages
of a research
3. Fresh Data
that are
collected by the
researcher
specifically for
this research
4. Data that are
reported in
other research
reports

8. 4. What is
meant by
Secondary
data?
1. Data obtained in the latter part of the
research
2. Data gathered by company doping its
own research specifically for this research
3. Data that are already available from
other sources
4, Data that is important to verify current
findings

9. 5. In the approach to research, the researcher
should
1. First find out the
data already available
and study about it
complete the research
1
2. Conduct a primary
research to gather
data for the current
research
2
3. Find our already
available data and if
that is not enough,
then should proceed
to collection of
primary data
3
4. Conduct a pilot
study to collect data
before any of the
above
4

10. 6. Another name for Secondary Data is
1. Off the shelf
2. Old data
3. Central Bank data
4. Census and Statistics depart data

11. 7. The marketing manger instructs the researcher to refer
to company sales records before embarking on research
1. He is referring to
Primary Data
2. Hew is referring to
Secondary Data
3. He is referring
both to Secondary
and Primary Data
4. He is referring to
data collected from
a third party

12. 8.Secondary data collections is
1. Difficult collect
2. relatively expensive
than the collection of
Primary Data
3. relatively cheaper
than the collection of
Primary data
4. Specialized
knowledge is required
to analyze raw data

13. 9. One of
the
statements
is not true
as to
secondary
data
1. May not meet the specific needs
of the current research
2. Accuracy of the data could be of
concern
3. Date could be obsolete
4. Any data could be obtained
through Secondary Data

14. 10. If a researcher
is conducting his
data collection
through observing
the behavior of
customers in a
supermarket, what
data is he
collecting
• 1. Secondary data
2. Primary data
3. Supermarket data
4. Fast Moving Consumer goods buying data

15. 11. What is
the most
popular
method of
collecting
primary
data
1. Observational method
2. Behavioral methods
3. Survey method
4. In depth Interview method

16. 12. If a
researcher is
meeting people
personally and
asking questions
about an issue,
what kind of
research is he
doing?
1. Survey
2. In depth interview
3. Observational
4. Behavioral

17. 13. If a researcher is
conducting a
research with small
group of 12 people
in an enclosed
environment by
asking questions,
He is conducting
1. A survey
2. A focus group study
3. A Confidential research
4. Research on personal
preferences of a product

18. 14. One of
the
statements as
to primary
data
collection is
wrong
1. It is cheaper to collet Primary
data
2. Can collect relevant data
3. Accuracy can be relied upon
4. Sufficient number of samples
can by included.

19. 15. First step
in research
process is to
1. Conduct a pilot study
2. Define the research problem
3. Collection of data
4. Developing a research plan

20. 16. What is
qualitative
data
1.. Data that can be easily
counted
2. Data that describes about
quality
3. Both above 1 and 2
4. Data that cannot be counted
in numbers

21. 17. A researcher
asks from a
consumer, how
many time per
month you visit
this supermarket.
He is collecting
1. Consumer Data
2. Quantitative Data
3. Qualitative Data
4. Non of the above

22. 18. There are
two types of
questions
asked in a
survey
1. Open ended and confidential
2. Close ended and difficult
3. Open ended and close ended
4. Easy questions and difficult
questions

23. 19. If a
research
says do you
smoke or
do not
smoke, it is
1. A DICHOTOMOUS
QUESTION
2. A STRUCTURED
QUESTION
3. AN UNSTRUCTURED
QUESTION
4. A LIKERT SCALE
QUESTION

24. 20. One of
the below
is not an
internal
company
record
1. Balance sheet
2. Annual report
3. Past research report by the
company
4. Central Bank Report found in the
company library

25. • If you are interested in viewing the whole book, which has
580 Questions and Answers, please Log on to Amazon.com
and search
• “Marketing MCQs by Maxwell Ranasinghe”
• You can read the digital version free or download it by just
paying USD4.99
• I strongly believe it is a very good investment for you and I
also consider it as an appreciation of my work towards the
student community
• Next slide has the answers to the questions in this
presentation
• Answers to questions in this presentation appears on the
next slide

26. Answers
• 1-4 11-3
• 2-3 12-2
• 3-3 13-2
• 4-3 14-1
• 5-3 15-2
• 6-1 16-4
• 7-2 17-2
• 8-3 18-3
• 9-4 19-1
• 10-2 20-4