,Principles of Marketing – MARK 3000 (Loomer) –
University of Georgia – Test 2 Questions with
Verified Answers
Section 1: Marketing Research Process (Questions 1–25)
1. What is marketing research?
A. A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting
data that can aid decision-makers involved in marketing goods, services, or ideas
B. A method for determining advertising budgets
C. A process for hiring marketing personnel
D. A technique for setting product prices
Correct Answer: A
Rationale: Marketing research is defined as a set of techniques and principles for systematically
collecting, recording, analyzing, and interpreting data that can aid decision-makers involved in marketing
goods, services, or ideas. It is a prerequisite for successful decision-making .
2. What are the two main types of data used in marketing research?
A. Qualitative and quantitative data
B. Secondary and primary data
C. Internal and external data
D. Structured and unstructured data
Correct Answer: B
Rationale: Marketing research data is broadly categorized into two main types: secondary data and
primary data. The first is gathered from existing sources, while the second is collected specifically for the
current research objective .
3. What is secondary data?
A. Data collected prior to the start of the research project, sourced both internally and externally
B. Data collected specifically for the current research project
C. Data collected through surveys
D. Data collected through experiments
Correct Answer: A
,Rationale: Secondary data is collected prior to the start of the research project and is sourced from both
internal and external sources. It is gathered from sources that already exist, meaning it was collected for
purposes other than the current research project .
4. What is primary data?
A. Data collected prior to the research project
B. Data collected to address specific research needs
C. Data collected from existing databases
D. Data collected from public records
Correct Answer: B
Rationale: Primary data is collected to address specific research needs. It is gathered specifically for the
current research objective, often through surveys, experiments, or observations .
5. What are examples of syndicated data sources?
A. Nielsen, J.D. Power, Spins
B. Google, Facebook, Twitter
C. Internal sales records
D. Government census data
Correct Answer: A
Rationale: Syndicated data sources include Nielsen, J.D. Power, and Spins. These are commercial
research firms that collect data and sell it to multiple subscribers .
6. What is quantitative research?
A. Research that provides initial information, generally in-depth and unstructured
B. Research that uses a large number of respondents, is statistically valid, and can generalize
C. Research that involves focus groups and in-depth interviews
D. Research that is exploratory in nature
Correct Answer: B
Rationale: Quantitative research uses a large number of respondents, is statistically valid, and can
generalize findings. It comes after qualitative research and often includes surveys and experiments .
7. What is qualitative research?
A. Research that provides initial information, generally in-depth and unstructured
B. Research that uses a large number of respondents
, C. Research that is statistically valid
D. Research that involves experiments
Correct Answer: A
Rationale: Qualitative research provides initial information, generally in-depth and unstructured. It
comes before quantitative research and includes focus groups, in-depth interviews, and observation .
8. What is the first step of the marketing research process?
A. Collecting data
B. Defining objectives and research needs
C. Analyzing data
D. Designing the research
Correct Answer: B
Rationale: The first step of the marketing research process is defining objectives and research needs.
This step establishes what the research is intended to accomplish .
9. What is the second step of the marketing research process?
A. Collecting data
B. Defining objectives
C. Designing the research
D. Analyzing data
Correct Answer: C
Rationale: The second step of the marketing research process is designing the research. This involves
determining the research approach, specifying information needs, and designing the research
instrument .
10. What is the third step of the marketing research process?
A. Defining objectives
B. Designing the research
C. Data collection
D. Analyzing data
Correct Answer: C
Rationale: The third step of the marketing research process is data collection. Following problem
definition and research design, this phase involves systematically gathering raw data .
University of Georgia – Test 2 Questions with
Verified Answers
Section 1: Marketing Research Process (Questions 1–25)
1. What is marketing research?
A. A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting
data that can aid decision-makers involved in marketing goods, services, or ideas
B. A method for determining advertising budgets
C. A process for hiring marketing personnel
D. A technique for setting product prices
Correct Answer: A
Rationale: Marketing research is defined as a set of techniques and principles for systematically
collecting, recording, analyzing, and interpreting data that can aid decision-makers involved in marketing
goods, services, or ideas. It is a prerequisite for successful decision-making .
2. What are the two main types of data used in marketing research?
A. Qualitative and quantitative data
B. Secondary and primary data
C. Internal and external data
D. Structured and unstructured data
Correct Answer: B
Rationale: Marketing research data is broadly categorized into two main types: secondary data and
primary data. The first is gathered from existing sources, while the second is collected specifically for the
current research objective .
3. What is secondary data?
A. Data collected prior to the start of the research project, sourced both internally and externally
B. Data collected specifically for the current research project
C. Data collected through surveys
D. Data collected through experiments
Correct Answer: A
,Rationale: Secondary data is collected prior to the start of the research project and is sourced from both
internal and external sources. It is gathered from sources that already exist, meaning it was collected for
purposes other than the current research project .
4. What is primary data?
A. Data collected prior to the research project
B. Data collected to address specific research needs
C. Data collected from existing databases
D. Data collected from public records
Correct Answer: B
Rationale: Primary data is collected to address specific research needs. It is gathered specifically for the
current research objective, often through surveys, experiments, or observations .
5. What are examples of syndicated data sources?
A. Nielsen, J.D. Power, Spins
B. Google, Facebook, Twitter
C. Internal sales records
D. Government census data
Correct Answer: A
Rationale: Syndicated data sources include Nielsen, J.D. Power, and Spins. These are commercial
research firms that collect data and sell it to multiple subscribers .
6. What is quantitative research?
A. Research that provides initial information, generally in-depth and unstructured
B. Research that uses a large number of respondents, is statistically valid, and can generalize
C. Research that involves focus groups and in-depth interviews
D. Research that is exploratory in nature
Correct Answer: B
Rationale: Quantitative research uses a large number of respondents, is statistically valid, and can
generalize findings. It comes after qualitative research and often includes surveys and experiments .
7. What is qualitative research?
A. Research that provides initial information, generally in-depth and unstructured
B. Research that uses a large number of respondents
, C. Research that is statistically valid
D. Research that involves experiments
Correct Answer: A
Rationale: Qualitative research provides initial information, generally in-depth and unstructured. It
comes before quantitative research and includes focus groups, in-depth interviews, and observation .
8. What is the first step of the marketing research process?
A. Collecting data
B. Defining objectives and research needs
C. Analyzing data
D. Designing the research
Correct Answer: B
Rationale: The first step of the marketing research process is defining objectives and research needs.
This step establishes what the research is intended to accomplish .
9. What is the second step of the marketing research process?
A. Collecting data
B. Defining objectives
C. Designing the research
D. Analyzing data
Correct Answer: C
Rationale: The second step of the marketing research process is designing the research. This involves
determining the research approach, specifying information needs, and designing the research
instrument .
10. What is the third step of the marketing research process?
A. Defining objectives
B. Designing the research
C. Data collection
D. Analyzing data
Correct Answer: C
Rationale: The third step of the marketing research process is data collection. Following problem
definition and research design, this phase involves systematically gathering raw data .
