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TheForce.net is a website that attracts more than 50,000 Star Wars movie fans daily. It is wholly independent of Lucasfilm (the company responsible for the Star Wars movies), or any other Lucas corporate entity for that matter, and it rivals Lucasfilm's official Star Wars site in both scope and sophistication (TheForce.net includes a chat room). Executives at Lucasfilm describe the site as "an example of our core fan base expressing itself." Lucasfilm should consider using the website for: |
| | A) | advertising of other movies unrelated to Star Wars. |
| | B) | marketing research. |
| | C) | tactical support. |
| | D) | cross-tabulations. |
| | E) | social audits. |
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| 2.
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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. During the first step in the marketing research process, |
| | A) | ESPN.com might define its problem as needing to convince advertisers that it was reaching their target market effectively. |
| | B) | Copernicus might decide whether to use questionnaires or focus groups. |
| | C) | ESPN.com might specify cost and time constraints that limited what could be researched. |
| | D) | Copernicus might develop the questionnaire. |
| | E) | ESPN.com might identify what data it needed to convince advertisers that it was reaching a desired audience. |
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| 3.
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Measures of success are: |
| | A) | the goals the decision-maker seeks to achieve in solving a problem. |
| | B) | criteria or standards used in evaluating proposed solutions to a problem. |
| | C) | approaches that can be used to collect data or solve the problem. |
| | D) | very difficult to quantify. |
| | E) | also called consumer differentiators. |
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| 4.
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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. In which stage of the marketing research process would the methods to be used be addressed? |
| | A) | define the problem |
| | B) | develop the research plan |
| | C) | collect relevant information |
| | D) | develop findings |
| | E) | take marketing actions |
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| 5.
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An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research wanted to know if sports-centered males are spending as much time on the computer digesting sports information as they are spending in front of their televisions. ESPN.com needed the answer to this within eight weeks. This time limit is a __________. |
| | A) | hypothesis |
| | B) | constraint |
| | C) | measure of success |
| | D) | extrapolation |
| | E) | decision |
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| 6.
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Pepsi-Cola Bottling Companies decided to put brewed Lipton tea in twelve-ounce cans and market it as an alternative to soft drinks. This idea began as what is called a(n): |
| | A) | assumption. |
| | B) | alternative. |
| | C) | hypothesis. |
| | D) | new-product concept. |
| | E) | uncertainty. |
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| 7.
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Secondary data are: |
| | A) | facts and figures that are newly collected for the project at hand. |
| | B) | facts and figures obtained by watching people mechanically rather than in person. |
| | C) | facts and figures obtained by asking people questions. |
| | D) | facts and figures that have already been recorded before the project. |
| | E) | conclusions developed from information obtained from a representative sample of a population. |
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| 8.
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An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research defined its __________ as "all 18- to 34-year-old males accessing the Internet for personal reasons several times a month." |
| | A) | probability sample |
| | B) | nonprobability sample |
| | C) | statistical group |
| | D) | focus group |
| | E) | population |
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| 9.
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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. He gets the data he uses from the U.S. Census Bureau. Magnus uses __________ data. |
| | A) | primary |
| | B) | external secondary |
| | C) | observational |
| | D) | internal secondary |
| | E) | ethnographic |
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| 10.
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Responsys.com surveyed 1,000 marketing decision makers at U.S.-based websites concerning consumer privacy issues and got 352 responses. These 1,000 decision makers were chosen randomly from a database provided by the Internet marketing firm that paid for the research. Responsys.com used __________ in its survey. |
| | A) | constraint minimization |
| | B) | statistical sampling |
| | C) | inferential sampling |
| | D) | probability sampling |
| | E) | universal probability |
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| 11.
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An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research wanted to know if sports-centered males are spending as much time on the computer digesting sports information as they are spending in front of their televisions. Once the surveys were completed, Copernicus used __________ to determine that males ages 18 to 24 who regularly access the Internet spend 32 percent of leisure time or 12.1 hours per week online. |
| | A) | statistical inference |
| | B) | universe sampling |
| | C) | secondary data |
| | D) | observational data |
| | E) | data mining |
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| 12.
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When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by: |
| | A) | census. |
| | B) | hypothesis generation. |
| | C) | sensitivity analysis. |
| | D) | technological forecasting. |
| | E) | observation. |
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| 13.
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Which of the following statements describe ethnographic research? |
| | A) | The researcher asked a group of eight teenagers why they thought tattoos were so popular. |
| | B) | The telephone researcher asked how satisfied a customer was with his or her current long-distance provider. |
| | C) | The trained researcher watched a couple clean and diaper their newborn infant. |
| | D) | The interviewer selected people who were walking in the mall to ask them about which shoe styles they preferred. |
| | E) | A group of consumers were asked if they recalled seeing an ad for Nike last night while they watched television. |
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| 14.
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Methods are the approaches that can be used: |
| | A) | to identify potential consumers of an existing good or service. |
| | B) | to identify potential consumers of a new good or service. |
| | C) | to collect data to solve all or part of a problem. |
| | D) | to select the best design for production. |
| | E) | doing all of the above. |
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| 15.
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On a survey about children's cereal, a mother of three toddlers was asked if she frequently fed her children sweetened cereal. Which of the following statements best describes this question? |
| | A) | This question is open-ended because it requires the respondent to explain behavior. |
| | B) | This question is an example of a leading question. |
| | C) | This question is ambiguous because it does not explain what is meant by the word frequently. |
| | D) | This is a poorly worded question because it requires nonmutually-exclusive answers. |
| | E) | This is an example of a well-phrased dichotomous survey question. |
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| 16.
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A sample of consumers or stores from which researchers take a series of measurements (usually over time) is called a(n): |
| | A) | experiment. |
| | B) | jury of executive opinion. |
| | C) | panel. |
| | D) | survey of experts. |
| | E) | focus group. |
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| 17.
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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. The retailer used its information system to determine if the average floor space for Torrid should be 2,500 square feet or 1,900 square feet. This would be an example of a(n) __________ analysis. |
| | A) | 80/20 |
| | B) | break-even |
| | C) | environmental scanning |
| | D) | situational |
| | E) | sensitivity |
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| 18.
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The evaluation process is the final stage of the marketing research process. The two main tasks performed in the evaluation process are to: |
| | A) | compare the market share and industry growth rate. |
| | B) | evaluate the decision and the decision process. |
| | C) | compare generated revenue to past performance and projected performance. |
| | D) | enumerate the decision factors and evaluate the results. |
| | E) | evaluate the results and initiate a new decision process. |
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| 19.
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For a research project, relevant information can be collected from which of the following sources? |
| | A) | Financial statements |
| | B) | U.S. Census reports |
| | C) | Watching people using mechanical and electronic approaches |
| | D) | Focus groups |
| | E) | All of the above. |
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| 20.
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Which of the following is an example of a product or brand "driver"? |
| | A) | products |
| | B) | special promotions |
| | C) | distribution |
| | D) | competition |
| | E) | all of the above are drivers |
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