Question
1.1.(TCO 1) Which best describes Market research
as it relates to different firms: (Points : 5)
Internal
if the firm is small
External
if the firm is large
Based on the needs of the firm
None
of the above
Question
2.2.(TCO 1) In the marketing planning process,
scanning the environment and identifying threats and opportunities is: (Points : 5)
Situation analysis
Strategy
development
Marketing
program development
Opportunity
analysis
Question
3.3.(TCO 1) Which is not a function of Database
analysis: (Points
: 5)
Extracting
data from existing databases.
Performing
statistical analysis to better understand customers and their behavior.
Database administration.
Merging
cleaned data with other relevant data.
Question
4.4.(TCO 2) A syndicated research differs from a
customized research in that: (Points : 5)
It
takes less time to complete a research project.
It is jointly sponsored by several
different organizations.
It
provides more accurate data.
None
of the above.
Question
5.5.(TCO 2) The most economical and fastest
sources of information are generally provided by: (Points : 5)
Interviews
Secondary data
Qualitative
data
None
of the above
Question
6.6.(TCO 2) Firms that work with individual
clients and help them develop and implement a complete marketing research
project are called providers of:(Points : 5)
Customized services
Syndicated
services
Selective
services
Field
services
Question
7.7.(TCO 3) Errors commonly found in research design
include: (Points
: 5)
Selection
Error
Measurement
Error
Data
Analysis Error
All
of the above
Question
8.8.(TCO 3) The following is not a part of the
Research Objectives: (Points : 5)
Research question
Analysis
of results
Development
of hypotheses
Scope
Question
9.9.(TCO 4) Which of the following can be called
exploratory research? (Points : 5)
Experiments
Observation
Case studies
Interviews
All are examples of exploratory research
Question
10.10.(TCO 4) Descriptive research can be defined
as: (Points
: 5)
A
research approach which is used when a researcher needs general insights
into a problem.
An
approach to determine cause-and-effect relationships.
A snapshot of some aspect of the
marketing environment at a particular point in time.
An
approach which isolates all causal factors.
Question
11.11.(TCO 4) Of the following research questions,
which could not be answered by exploratory research? (Points : 5)
How does
revenue vary with the size of our company's sales staff?
What
do customers expect from our product?
What
are the alternative means of transportation for urban commuters?
Are
customers satisfied with our product?
Question
12.12.(TCO 4) The probability based scheduling
approach that recognizes and measures the uncertainty of the project
completion times is the: (Points : 5)
GANTT
chart
PERT chart
Critical
Path Method
GERT
chart
Question
13.13.(TCO 4) Which one of the following provides a
standard source of recurring data? (Points : 5)
Guides
Census
Directories
Indexes
Question
14.14.(TCO 4) Which of the following statements
about internal records is false? (Points : 5)
Internal
records provide data on marketing inputs and outputs.
The
data in internal records are intended to satisfy many different information
needs and may be inappropriate for marketing decisions.
The time frames in which variables such
as sales are measured will always correspond to those used in external
data.
Records
of sales staff activity may be exaggerated.
Question
15.15.(TCO 5) The tendency for new members of a
panel to report unusual levels of purchase is the result of: (Points : 5)
Testing effects
Mortality
Selection
bias
Probability
sampling
Page 2
Question
1.1.(TCO 5) Which of the following is true about
computer scanner checkouts? (Points : 5)
They
record purchases by passing them over a laser scanner.
One
of their advantages to the researcher is the ability to look at data over
short periods of time.
Consumers'
purchase data can be instantly accessed.
All of the above.
Question
2.2.(TCO 5) Which one of the following is not an
expert system based on scanner data services? (Points : 5)
Spotlight
Sales
advisor
Promotion
simulator
Economic Information System
Question
3.3.(TCO 5) Which of the following is not an
application of the standardized data source? (Points : 5)
Measuring promotion effectiveness
Measuring
ad exposure and effectiveness
Measuring
product sales and market shares
Identifying
newer markets
Question
4.4.(TCO 5) Which of the following is not true
about complaint letters? (Points : 5)
Complaint
letters are sources of data on product quality and service problems.
Complaint
letters represent an incomplete and distorted picture.
People
who write complaint letters are likely to be highly educated and
articulate.
Complaint letters are the most commonly
used method for consumers to resolve a dissatisfaction.
Question
5.5.(TCO 5) A uniform numbering system for
classifying establishments according to the types of goods and services
they provide is: (Points
: 5)
Market
Identifiers
Standard Industrial Classification
Compustat
services
Valueline
database
Question
6.6.(TCO 6) True measure of effectiveness of ads
on the WWW is measured by: (Points : 5)
AdCount
"Click-through"
rates
Number
of Web cruisers seeing the ad
None
of the above
Question
7.7.(TCO 6) ____________ focus groups are based
on the premise that true motivations and feelings are subconscious in
nature. (Points
: 5)
Exploratory
Experiencing
Clinical
Traditional
Question
8.8.(TCO 6) Behavior recording devices include
all of the following except: (Points : 5)
A
pupilometer
A
psycholgalvonometer
An
audimeter
A TAT
Question
9.9.(TCO 6) The moderator of a focus group
should: (Points
: 5)
Try
to keep the discussion as close to a question-answer session as possible.
Encourage
natural group leaders.
Avoid
demonstrating an interest in the views of each participant.
None of the above.
Question
10.10.(TCO 6) Which of the following is not an
approach used to collect non-overt primary data? (Points : 5)
Retail
store audit
"Garbage
research"
Randomized response technique
Psychogalvanometers
Solution: Devry MKTG320 midterm exam