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1 | |
The movie "Shoeless Joe" was changed because audiences thought it might be about a homeless person. It was changed to: |
| | A) | Pretty Woman |
| | B) | The Mailman |
| | C) | Dancing with Wolves |
| | D) | Field of Dreams |
| | E) | The Natural |
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2 | |
Film producers often used marketing research to evaluate . |
| | A) | new goals |
| | B) | BCG configuration |
| | C) | sales forecasts |
| | D) | new product sales aids |
| | E) | pricing strategies |
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3 | |
The three types of research are: |
| | A) | explanatory, descriptive, and causal. |
| | B) | exploratory, descriptive, and causal. |
| | C) | exploratory, descriptive, and analytical. |
| | D) | explanatory, analytical, and causal. |
| | E) | exploratory, descriptive, and analytical. |
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4 | |
In the marketing research process the 1st step is to define the problem followed by: |
| | A) | collection of data |
| | B) | develop recommendation |
| | C) | develop the research design |
| | D) | implement plan |
| | E) | evaluate results |
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5 | |
A research problem is: |
| | A) | always easy to identify. |
| | B) | an ambiguous statement. |
| | C) | an opportunity for the organization to exploit their competitors' weaknesses. |
| | D) | a statement that may define an opportunity or current marketing situation. |
| | E) | none of the above. |
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6 | |
Most marketing researchers would agree with the old adage that "a problem well-defined is: |
| | A) | a problem still there" |
| | B) | a problem understood" |
| | C) | the beginning of the end" |
| | D) | trouble prevented" |
| | E) | half-solved" |
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7 | |
The basic techniques that are often used for exploratory research are: |
| | A) | observation, focus groups, and depth interviews. |
| | B) | secondary data analysis, focus groups, and depth interviews. |
| | C) | secondary data analysis, focus groups, and taste tests. |
| | D) | observation, secondary data analysis, and taste tests. |
| | E) | focus groups, depth interviews, and taste tests. |
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8 | |
Internal secondary data sources include: |
| | A) | financial statements |
| | B) | research reports |
| | C) | customer letters |
| | D) | customer lists |
| | E) | All of the above |
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9 | |
On a cost per completed survey, what type of survey is the most expensive? |
| | A) | mail surveys |
| | B) | telephone surveys |
| | C) | personal interview surveys |
| | D) | none of the above |
| | E) | all of the above |
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10 | |
In marketing experiments, the independent variables are often: |
| | A) | one or more of the marketing mix variables. |
| | B) | one or more of the environmental factors. |
| | C) | one or more of the market-product strategies. |
| | D) | one or more SWOT elements. |
| | E) | none of the above. |
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11 | |
When marketers cannot control all the conditions in the field, they sometimes turn to a . |
| | A) | focus group |
| | B) | laboratory setting |
| | C) | panel |
| | D) | observation |
| | E) | none of the above |
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12 | |
A.C. Nielsen is an example of what kind of company who provides secondary data: |
| | A) | syndicated market research provider |
| | B) | market research specialist |
| | C) | specialized syndicated trade source provider |
| | D) | market research retailer |
| | E) | syndicated specialist |
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13 | |
Lexis-Nexis Academic Universe is an example of a(n): |
| | A) | Web page creator |
| | B) | online database provider |
| | C) | Internet user for non profit users |
| | D) | future computer researcher |
| | E) | online primary research sourcing |
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14 | |
Anthropologists and other trained observers used a specialized approach called . |
| | A) | cross-cultural research |
| | B) | ethnocentric research |
| | C) | ethnographic research |
| | D) | segmentation research |
| | E) | none of the above |
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15 | |
There are really only two ways to collect primary data for a marketing study: |
| | A) | observation and asking questions |
| | B) | passive and remote observations |
| | C) | through laboratory settings and onsite groups |
| | D) | with careful, selected shopper and specialized syndicated services |
| | E) | paid in-house or contracted out |
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16 | |
Informal session with groups of 6 to 10 people directed by discussion leader to lead the group is called a(n): |
| | A) | hypothesis generation |
| | B) | individual interviews |
| | C) | mall intercepts |
| | D) | focus group |
| | E) | zebra model |
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17 | |
The high cost of reaching respondents in their homes with personal interviews has led to an increase in the use of: |
| | A) | mailed interviews |
| | B) | mall interviews |
| | C) | phone interviews |
| | D) | more interviewers |
| | E) | shorter interviewers |
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18 | |
involves the use of arbitrary judgment by the marketing researcher to select the sample so that the chance of selecting a particular element of the population is either unknown or zero. |
| | A) | Probability sampling |
| | B) | Hypothetical testing |
| | C) | Non-probability sampling |
| | D) | Free sampling |
| | E) | None of the above |
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19 | |
A key example of unethical behavior by market researchers is: |
| | A) | requesting for respondents' demographic information. |
| | B) | only reporting favorable data. |
| | C) | asking leading questions. |
| | D) | not giving the respondents enough time to answer questions. |
| | E) | none of the above. |
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20 | |
Many factors or influence the buying decisions of a household or organization and hence, a company's sales. |
| | A) | performance managers |
| | B) | sales indicators |
| | C) | sales makers |
| | D) | sales drivers |
| | E) | none of the above |
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