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1 | |
What is the meaning of the acronym, RFP? |
| | A) | request for proposal |
| | B) | recency frequency population |
| | C) | research firm proposal |
| | D) | recognition of problem |
| | E) | recently formed protocols |
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2 | |
How does the American Marketing Association define marketing research? |
| | A) | a process of determining, acquiring, analyzing, synthesizing, and disseminating relevant marketing data, information, and insights to decision makers in ways that mobilize the organization to take appropriate marketing actions that maximize business performance |
| | B) | the process of planning and executing conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives |
| | C) | the calculation of the financial return for all marketing expenditures |
| | D) | a problem or opportunity that requires investigation and recommendations regarding possible solutions |
| | E) | the application of mathematical models to extract meaningful knowledge from volumes of data contained within internal databases |
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3 | |
What kind of measure is ROMI? |
| | A) | managerial |
| | B) | financial |
| | C) | qualitative |
| | D) | exploratory |
| | E) | tactical |
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4 | |
What allows a company to share information and computing resources among internal audiences? |
| | A) | decision support system |
| | B) | intranet |
| | C) | extranet |
| | D) | internet |
| | E) | data warehouse |
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5 | |
A _____ is a system of ongoing information collection about events and trends in the environment while a _____ makes up many elements of data organized for retrieval and use in marketing decision making. |
| | A) | marketing intelligence system, decision support system |
| | B) | intranet, extranet |
| | C) | decision support system, marketing intelligence system |
| | D) | internet, intranet |
| | E) | marketing intelligence system, extranet |
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6 | |
Organizations who follow a marketing concept are primarily concerned with a goal of _____. |
| | A) | financial success |
| | B) | market share |
| | C) | customer satisfaction |
| | D) | return on marketing investment |
| | E) | sales |
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7 | |
Target is seeking strategies for growth. In conducting a situation analysis, which marketing research application would be most helpful? |
| | A) | market segmentation study |
| | B) | merchandising display assessment |
| | C) | message assessment |
| | D) | trend analysis |
| | E) | promotion effectiveness study |
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8 | |
When organizations make decisions based on past experience, instincts, or secondary data searches, they are operating at the _____ tier of the hierarchy of marketing decision makers. |
| | A) | top |
| | B) | middle |
| | C) | base |
| | D) | pinnacle |
| | E) | information |
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9 | |
The purpose of an explanatory study is to _____. |
| | A) | to provide an account or summation of data |
| | B) | to discover answers to the questions who, when, and where |
| | C) | to explain the reasons for a marketing phenomenon |
| | D) | to forecast a marketing phenomenon |
| | E) | to estimate the success of a marketing mix strategy |
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10 | |
The study of the influence of real estate agent compensation systems on productivity is an example of _____ research. |
| | A) | applied |
| | B) | practical |
| | C) | basic |
| | D) | exploratory |
| | E) | descriptive |
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