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| 1.
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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.
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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.
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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) | define the problem. |
| | 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.
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Which of the following is a typical marketing objective? |
| | A) | Increase sales revenue and profit for Diet Coke. |
| | 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.
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An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research wanted know to if the addition of an additional ESPN website would increase the time sports-centered males are spending on the computer digesting sports information. The addition of an additional ESPN website is a(n): |
| | A) | hypothesis. |
| | B) | constraint. |
| | C) | measure of success. |
| | D) | dependent variable. |
| | E) | independent variable. |
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| 6.
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Youth Culture is a Toronto-based research and media firm that developed a magazine called Bang for Canadian students aged 11-13. The idea for this publication began as a: |
| | A) | an assumption. |
| | B) | an alternative. |
| | C) | a hypothesis. |
| | D) | a new product concept. |
| | E) | an uncertainty. |
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| 7.
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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 did 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.
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A general rule of thumb among marketing people is to use __________ first and then collect _________. |
| | A) | external secondary data, internal secondary data |
| | B) | internal primary data, external primary data |
| | C) | primary data, internal secondary data |
| | D) | secondary data, primary data |
| | E) | primary data, external secondary data |
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| 9.
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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.
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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.
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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.
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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.
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"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) | in is a nonexhaustive question. |
| | D) | it has no relevance. |
| | E) | it asks for an opinion. |
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| 14.
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Responsys.com did a survey of e-commerce companies concerning consumer privacy issues. What kind of questions were the survey participants responding to when they were asked whether they agreed or disagreed with the following statement, "E-commerce will continue to grow significantly."? |
| | A) | semantic differential scale |
| | B) | fixed alternative |
| | C) | nonmutually exclusive |
| | D) | Likert scale |
| | E) | open-ended |
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| 15.
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Which of the following is the BEST example of a dichotomous 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) | Are you concerned about your privacy when you are on the Internet? |
| | E) | How do you pay for purchases you make online? |
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| 16.
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An experimenter 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. The experimental independent variable was the: |
| | A) | sweetness of the juice. |
| | B) | relative temperature of the beverages. |
| | C) | color of the containers. |
| | D) | decision task. |
| | E) | preference for each juice. |
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| 17.
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_________ is the term that describes the extraction of hidden predictive information from large databases. |
| | A) | Fact disclosure |
| | B) | Information extraction |
| | C) | Variable analysis |
| | D) | Database management |
| | E) | Data mining |
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| 18.
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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 analyses sales information from its database looking for purchase behavior of their customers that is not obvious. For example, when a customer purchases a skirt, what else is purchased at the same time? Hot Topic is using: |
| | A) | a marketing objective. |
| | B) | a market penetration estimate. |
| | C) | data mining. |
| | D) | a sales forecast. |
| | E) | sales mining. |
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| 19.
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When a researcher develops the research plan they: |
| | A) | specify constraints and determine how to collect data. |
| | B) | set research objectives. |
| | C) | identify possible marketing actions. |
| | D) | analyze data. |
| | E) | collect relevant information. |
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| 20.
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An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research wanted know to if the addition of an additional ESPN website would increase the time sports-centered males are spending on the computer digesting sports information. The addition of an additional ESPN website is a(n): |
| | A) | hypothesis. |
| | B) | constraint. |
| | C) | measure of success. |
| | D) | dependent variable. |
| | E) | independent variable. |
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