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1 | |
The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called: |
| | A) | market decision analysis. |
| | B) | statistical analysis. |
| | C) | marketing research. |
| | D) | SWOT analysis. |
| | E) | concept testing. |
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2 | |
Richard Magnus runs the national outreach office for the Evangelical Lutheran Church. His organization compiles data on immigration, population shifts, education, income, age, and ethnicity that he uses to determine where there is a need for a new church. These compiled data are an example of __________ and help the church understand who its customers are. |
| | A) | consultative marketing |
| | B) | concept testing |
| | C) | test marketing |
| | D) | tactical support tools |
| | E) | marketing research |
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3 | |
Pennsylvania has historically been a stronghold for Lutherans, but that state's sluggish growth means Evangelical Lutherans have to establish a strong presence elsewhere. The church's national outreach office was assigned the task of researching where the church needs to invest its resources. Its first step in this marketing research process is to: |
| | A) | identify what data were needed to determine how the church should grow. |
| | B) | identify possible growth strategies. |
| | C) | determine whether to use primary or secondary research. |
| | D) | develop the research plan. |
| | E) | do none of the above. |
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4 | |
Which of the following is a typical marketing research objective? |
| | A) | Explore how best to increase sales revenue and profit for Diet Coke by 20 percent in 2004. |
| | B) | Discover whether consumers that buy Pampers are aware of gender-specific disposables. |
| | C) | Find out why the new line of plus-size clothing is not selling well. |
| | D) | Determine whether to offer a new & improved version of an existing product. |
| | E) | All of the above are typical marketing objectives. |
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5 | |
An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research wanted know to if sports-centered males are spending as much time on the computer digesting sports information as they are spending in front of their televisions. This is an example of a(n): |
| | A) | hypothesis. |
| | B) | constraint. |
| | C) | measure of success. |
| | D) | extrapolation. |
| | E) | decision. |
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6 | |
Youth Culture is a Toronto-based research and media firm that developed a magazine called Watch for Canadian students aged 11-13. The idea for this publication began as a: |
| | A) | an assumption. |
| | B) | an alternative. |
| | C) | an hypothesis. |
| | D) | a new product concept. |
| | E) | an uncertainty. |
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7 | |
Responsys.com did a survey of some e-commerce companies concerning consumer privacy issues. As a result of the survey, the company announced that 70 percent of all e-commerce companies believe that more government regulation of online privacy is inevitable. Since, Responsys.com did not survey every e-commerce company, how is it able to make this statement? |
| | A) | through the use of statistical inference |
| | B) | through the use of universe sampling |
| | C) | by collecting secondary data |
| | D) | by collecting observational data |
| | E) | through data mining |
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8 | |
A general rule of thumb among marketing researchers is to use __________ first and then collect _________. |
| | A) | external secondary data, internal secondary data |
| | B) | internal primary data, external primary data |
| | C) | primary data, secondary data |
| | D) | secondary data, primary data |
| | E) | primary data, external secondary data |
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9 | |
The Census Bureau gathers data on immigration, population shifts, education, income, age, and ethnicity. It has specialists who compile, analyze the data, and publish the data. The Census Bureau uses __________ data to describe the population. |
| | A) | primary |
| | B) | external secondary |
| | C) | observational |
| | D) | internal secondary |
| | E) | ethnographic |
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10 | |
Lauder's Leading Lipstick Index tracks sales of lipsticks. It has noted that during every economic downturn the sale of lipstick goes up, and since the fall of 2001, sales have been steadily increasing for all brands. According to one expert, "When things get tough, women buy lipstick." Lauder's Leading Lipstick Index gathers __________ data. |
| | A) | experimental |
| | B) | test marketing |
| | C) | ethnographic |
| | D) | internal secondary |
| | E) | observational |
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11 | |
Someone making the statement, "Before we begin this project we'll have to hire someone to interview people to find out how many people in a 50-mile radius could use our service, what their average income is, and what their occupations are." is preparing to: |
| | A) | collect primary data. |
| | B) | collect internal secondary data. |
| | C) | collect external secondary data. |
| | D) | perform a sensitivity analysis. |
| | E) | use probability sampling. |
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12 | |
Due to India's developing communications infrastructure, 97 percent of all surveys are done in person, and most of this research is held in surroundings that are most comfortable for the participants. Interviewers could gather 6 to 10 housewives at a home that match the participants' socioeconomic backgrounds. Because the women would be comfortable, they would be willing to give their opinions about products, how they use them, and special needs they might have. These women would be participating in a: |
| | A) | mall intercept interview. |
| | B) | focus group. |
| | C) | dichotomous survey. |
| | D) | Likert interview. |
| | E) | differential interview. |
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13 | |
"Do you like pretzels and chips? _____ Yes _____ No," is a poorly worded question because: |
| | A) | it is a leading question. |
| | B) | it is actually two questions in one. |
| | C) | it is a nonmutually exclusive question. |
| | D) | it is an unanswerable question. |
| | E) | it is an ambiguous question.. |
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14 | |
"Why do you like Wendy’s fresh meat hamburgers better than those of competitors?" is a poorly worded question because: |
| | A) | it is a leading question. |
| | B) | it is an ambiguous question. |
| | C) | it is an unanswerable question. |
| | D) | It is two questions in one. |
| | E) | it has nonmutually exclusive answers. |
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15 | |
Which of the following is the BEST example of an unanswerable question that might be asked on a survey about consumer online privacy? |
| | A) | How have your buying habits changed since you started using the Internet? |
| | B) | On average, how many hours a week are you on the Internet? |
| | C) | What kind of websites do you visit? |
| | D) | What was the first day you began using the Internet? |
| | E) | How do you pay for purchases you make online? |
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16 | |
An marketing researcher had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. This type of marketing research is called a(n): |
| | A) | hypothesis generation. |
| | B) | experiment. |
| | C) | deviation test. |
| | D) | decision task. |
| | E) | focus test. |
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17 | |
Retail stores use a technique called __________ to find statistical links that suggest marketing opportunities. |
| | A) | Fact disclosure |
| | B) | Information extraction |
| | C) | Variable analysis |
| | D) | Database management |
| | E) | Data mining |
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18 | |
Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30. Hot Topic expects its six Torrid stores to achieve US$56 million in revenues in 2003. This US$56 million is a(n): |
| | A) | marketing objective. |
| | B) | market penetration estimate. |
| | C) | market share estimate. |
| | D) | sales forecast. |
| | E) | industry forecast. |
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19 | |
Which of the following forecasting techniques would be most accurate for estimating sales revenues from industrial users for the Port of Los Angeles/Long Beach for next year? |
| | A) | a survey of buyers' intentions forecast |
| | B) | a technological forecast |
| | C) | a jury of expert opinion forecast |
| | D) | a Delphi forecast |
| | E) | trend extrapolation |
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20 | |
Which of the following sales forecasting techniques is the LEAST expensive? |
| | A) | survey of buyers' intentions |
| | B) | jury of executive opinion |
| | C) | trend extrapolation |
| | D) | direct forecast |
| | E) | survey of experts |
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