Site MapHelpFeedbackMultiple Choice Quiz
Multiple Choice Quiz
(See related pages)

1
Marketing research is synonymous with market research.
A)True
B)False
2
To increase the likelihood of preparing the most effective advertising messages, companies use pretesting.
A)True
B)False
3
One of the methods of pretesting broadcast advertising is the trailer test.
A)True
B)False
4
An open-ended question in a survey might ask, "Do you think television shows should be used as platforms for political and social messages?"
A)True
B)False
5
Primary and secondary data are both gathered during which stage of the research process?
A)informal research
B)situation analysis
C)formal research
D)observational research
E)problem definition
6
According to the text, one of the drawbacks to the use of secondary data is:
A)its availability to everyone
B)its cost
C)the potential for obsolescence
D)its lack of cohesiveness
E)heterogeneity of information
7
What type of quantitative research was used by a cosmetics company to learn that women in Japan brush their eyelashes with mascara 80 to 100 times while a German will apply the wand fewer than one dozen times?
A)experimental
B)quantitative
C)observational
D)secondary
E)qualitative
8
Which research methodology has been most impacted by the development of the Universal Product Code (UPC)?
A)qualitative research
B)the interrogative method
C)mail survey
D)the observation method
E)the projective technique
9
When asked by her marketing research instructor to gather research on how students liked the idea of buying a permanent parking place in a parking garage, Leah only talked to those students who happened to be in the cafeteria at 10 a.m. one Tuesday morning. What kind of sampling did Leah use?
A)probability sample
B)pretest population
C)reference group
D)miniuniverse
E)nonprobability sample
10
In a survey, Japanese women were asked, "To you prefer foundation makeup to come in a compact or a liquid form?" This is an example of a(n) _____ question.
A)dichotomous
B)open-ended
C)differential
D)scale
E)experimental
11
Which of the following would be a useful guideline for developing an effective questionnaire?
A)Keep research objectives vague.
B)Ask questions that suggest desired answers for later questions.
C)Put the demographic questions at the beginning of the survey.
D)To achieve spontaneity, do not pretest the survey.
E)Structure questions so they flow logically.





To learn more about the book this website supports, please visit its Information Center.
(c)2008 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Notice.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.


Contemporary AdvertisingOnline Learning Center

Home > Chapter 7 > Multiple Choice Quiz