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Multiple Choice Quiz
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1

The focus of marketing research during the industrial period was on _____.
A)personal relationships between business owners and customers
B)distribution research
C)promotion research
D)price comparisons
E)psychographic research
2

Which invention was responsible for the start of the Information Revolution?
A)Internet
B)computer
C)telephone
D)television
E)encyclopedia
3

When were marketing information systems (MIS) and decision support systems (DSS) developed?
A)1950s
B)1960s
C)1970s
D)1990s
E)last five years
4

When a marketing research firm provides both quantitative and qualitative methodology expertise and conducts all phases of research from planning to execution and reporting, the firm is considered a(n) _____ firm.
A)internal
B)interactive
C)proprietary
D)omnibus
E)full-service
5

What is the basis of specialization for specialty marketing research firms that conduct only one type of research such as ad copy testing?
A)participant groups
B)industry
C)process
D)methodology
E)geographic region
6

All of the following are types of research services based on a particular methodology except _____.
A)focus groups
B)observation studies
C)ethnographic studies
D)empathic research
E)field data collection
7

_____ provides audience estimates for all national program sources including broadcast networks, cable networks, and national syndicators.
A)ACNielsen
B)Nielsen Media Research
C)Arbitron
D)J.D. Power and Associates
E)MediaMark
8

What type of study combines one or a few questions from several marketing decision makers who need information from the same population?
A)syndicated
B)proprietary research
C)omnibus
D)sampling
E)full-service
9

The average cost per question charged to the marketing decision maker for questions in an omnibus study is _____.
A)$100-$250
B)$300-$600
C)$700-$1500
D)$2000
E)more than $2000
10

Trade associations typically conduct _____.
A)basic research
B)practical research
C)applied research
D)ad hoc research
E)all of the above





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