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| 1 | |
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 | |
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. 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 | |
Measures of success are: |
| | A) | the specific, measurable goals the decision-maker seeks to achieve in solving a problem. |
| | B) | criteria used in evaluating proposed solutions to the 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 | |
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 researcher determine how to collect data? |
| | A) | define the problem |
| | B) | develop the research plan |
| | C) | collect relevant information |
| | D) | deliver final report |
| | E) | take marketing actions |
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| 5 | |
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. This was the defined __________ of the study. |
| | A) | problem |
| | B) | constraint |
| | C) | measure of success |
| | D) | extrapolation |
| | E) | decision |
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| 6 | |
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 | |
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 at hand. |
| | E) | conclusions developed from information obtained from a representative sample of a population. |
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| 8 | |
An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research interviewed a group of eight 18- to 34-year-old males accessing the Internet for personal reasons several times a month to obtain information about how they used the internet and how important Internet privacy issues are to them. What type of research method is Copernicus Marketing Consulting and Research using? |
| | A) | probability sample |
| | B) | nonprobability sample |
| | C) | statistical group |
| | D) | focus group |
| | E) | population |
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| 9 | |
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 | |
Information in on-line databases through the Internet divide into two categories: (1) indexes to articles in publications, which are accessed through key-word searches, and (2): |
| | A) | primary data. |
| | B) | statistical or financial data on markets, products and organizations. |
| | C) | observation data. |
| | D) | statistical data collected by the government. |
| | E) | probability sampling data. |
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| 11 | |
An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research wanted to know if sports-centered males will spend more time on the computer digesting sports information next year than they spent on the computer digesting sports information over the last three years. Once the surveys were completed, Copernicus used __________ to determine that males ages 18 to 24 who regularly access the Internet should spend 32 percent more time or 12.1 hours per week online next year. |
| | A) | trend extrapolation |
| | B) | universe sampling |
| | C) | secondary data |
| | D) | observational data |
| | E) | data mining |
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| 12 | |
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 | |
Which of the following statements describes a situation that could take place as focus group 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 filled out a survey indicating if they recalled seeing an ad for Nike last night while they watched television. |
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| 14 | |
A people meter is used to: |
| | A) | identify potential consumers of an existing product. |
| | B) | identify potential consumers of a new product. |
| | C) | store and transmit TV viewing information. |
| | D) | select the best design for production. |
| | E) | do all of the above. |
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| 15 | |
In a survey about children's cereal, a mother of three toddlers was asked if she frequently fed her children cereal. Which of the following statements best describes this question? |
| | A) | This question is nonexhaustive 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 | |
A sample of consumers or stores from which researchers take a series of measurements 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 | |
Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-The retailer used its information system to determine if the average floor space for a Torrid store was 2,500 square feet or 1,900 square feet. This would be an example of a(n) __________ data. |
| | A) | internal secondary |
| | B) | external secondary |
| | C) | primary |
| | D) | situational |
| | E) | sensitivity |
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| 18 | |
Leeper Publishing Company specializes in books on trout fishing in the United States. Next year, it expects to achieve total book sales of $187,000. What is this estimate called? |
| | A) | a marketing objective |
| | B) | a market penetration estimate |
| | C) | a market share estimate |
| | D) | a sales forecast |
| | E) | an industry forecast |
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| 19 | |
The Ohio River Boatworks uses last year's sales as a starting point to estimate next year's sales of its boats, lists factors that could affect the forecast, assesses whether they have a positive or negative impact, and makes the final forecast. The Ohio River Boatworks uses a _____ forecast. |
| | A) | sales force survey |
| | B) | top-down |
| | C) | buildup |
| | D) | lost-horse |
| | E) | survey of experts |
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| 20 | |
Which of the following statements about sales forecasting is true? |
| | A) | 99 percent of all sales forecasts are simply the judgment of the person who must act on the results of the forecast. |
| | B) | With the lost-horse forecast, former customers are asked if they are likely to buy the product again. |
| | C) | A lost-horse survey is more expensive to conduct than a survey of buyers' intentions. |
| | D) | Trend extrapolation is the most obscure method of sales forecasting. |
| | E) | A sales force survey forecast involves asking the firm's customers to estimate sales during a coming period. |
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