This document contains multiple choice questions about marketing research and channels. It asks about types of internal records, marketing research companies like Nielsen, types of marketing research like descriptive and qualitative, appropriate research methods for different situations, reasons marketing research is important for managers, and drawbacks of online research like lack of information about respondents.

1. • MARKETING CHANNELS AND SUPPLY
CHAIN MANAGEMENT
• AKKAPEDDI
•
•
• MULTIPLE CHOICE QUESTIONS

2. 1.Internal records are an important source of information. Which of the following
are not deemed as internal records?
1.Competitor information.
2. Customer service records.
3. Manufacturing records.
4.Marketing and sales records.
5.Accounting Records
Ans: Competitor Information

3. 2.Dunn and Bradstreet is the
world's largest research
organisation that specialises in
information management and
marketing intelligence. Which is
one of its largest subsidiaries
that are focused upon the retail
industry?
1. Homescan 2. Nielsen 3. Key
Account Scantrack 4. Info Act
Work Station
Ans: Nielson

4. There are various types of
research designed to obtain
different types of information.
What type of research is used to
define problems and suggest
hypotheses?
1.Primary Resarch
2.Casual Research
3.Secondary Research
4.Descriptive Research
Ans: Descriptive Research

5. Which of the following is not a defined
use of marketing research?
To justify
Ans: 1 1. previous
marketing
decisions.
To improve
2 understanding
of the
marketing
process.
To generate,
3. refine and
evaluate
marketing
actions.
4. To identify
and define
marketing
opportunities
and problems.
5. To monitor
marketing

6. What type of research would be
appropriate in the following situation?
Nestlé wants to investigate the impact of
children on their parents' decisions to buy
breakfast foods.
1.Quantitaive Research
2.Mixed Methodology
3.Secondary Research
4.Qualitative research
5.Focus Groups
6.Ans: Qualitative research

7. What type of research would be
appropriate in the following situation?A
college or university bookshop wants to
get some insights into how students
feel about the shop's merchandise,
prices and service.
1.Mixed Methodology
2.Qualitative
research.
3.Quantitative
research.
4.Focus groups.
5. Secondary data.
Ans: Focus Groups

8. What type of research would be
appropriate in the following situation?
NIRMA wants to determine whether a new
line of deodorants for teenagers will be
profitable.
1.Qualitative
research
2.Quantitative
research.
3.Primary
research.
4.Mixed
methodology.
5.Focus groups.
Ans: Mixed
Methodology

9. Why is market research an essential tool
for the marketing manager?
1.Develop more appropriate
marketing mixes.
2.Define and locate market
segments.
3.Understand segments' needs and
wants.
4.Monitor changing needs and
attitudes, etc.
5.Monitor progress and diagnose the
root causes of marketing problems.
6.All of the above.
Ans : All of the above

10. The Internet is a powerful mechanism for
conducting research. However it does have
its drawbacks. Which of the following
signify these drawbacks?
1.The possible inclusion of
individuals not being targeted, that
could skew the results.
2. Eye contact and body language, (two
useful research indicators) are excluded
from the analysis
3. Lack of information about the population
responding to the questionnaire
4. All of the above
5. None of the above
Ans : All of the above

11. Thank You
Kingsoft Office
Akkapeddi
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