Chapter 9 Quiz, Group 4



Chapter 9 Quiz, Group 4

1. Why are online surveys successful as suggested by the book?

A. Spam is unavoidable

B. Surveys are often sent with coupons or special offers

C. Results are processed and received quickly

D. Online surveys are not successful

2. Which is a bad question to include in a survey?

A. Do you take vitamins?

B. Should children be allowed to drink Coca-Cola in school?

C. When was the last time you went to the grocery store?

D. Do you like to shop for clothing and food?

3. Experimental, Scanner, and Panel Research are all a type of ____________.

A. Quantitative Research

B. Qualitative Research

C. Monetary Research

D. Physical Research

4. What is a type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it?

a) in-depth interview

b) questionnaire

c) projective technique

d) survey

5. What type of questions would this be "what are the most important characteristics for choosing a brand of shampoo?

a) structured question

b) unstructured question

c) simple question

d) complex question

6. Conclusive research methods can be

 

a) descriptive

b) experimental

c) collected from the merchanidse that is scanned at the store

d) all of the above

7.    Which of the following is not what marketers look for when collecting primary data?

a.      Unbiased

b.      Valid

c.       Outdated

d.      Reliable

8.     What is an advantage of secondary data?

a.      Specific to the immediate data needs and topic at hand

b.      Saves time in collecting data because they are readily available

c.       Sources may not be original

d.      Usually more costly to collect

9.   Which of the following is not an exploratory research method?

a.      Experiments

b.      Observation

c.       In-depth Interviews

d.      Focus Groups

10. Company sales invoices, Census data, and trade association statistics are examples of:

a. primary data

b. data mines

c. secondary data

d. simplistic data

e. exploratory data

11. Bianca’s discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers will visit when they come to her store. To collect information for this objective, Bianca will most likely use:

a. door-to-door surveys

b. focus group interviews

c. observation

d. sales invoices

12. What is the key prerequisite to successful decision making, as shown by McDonalds?

a. marketing information system

b. marketing research

c. customer information

d. business ethics

13. Which of the following is not a step in the marketing research process?

a. designing the research project

b. data collection

c. analyzing data

d. situation analysis, SWOT

e. presenting results

14. Which term provides a means to accumulate information from sources both internal and external to the organization for the purpose of making it routinely available to managers?

a. marketing information system (MkIS)

b. marketing research project

c. primary data

d. secondary data

15. Which process of marketing research needs to be done before the analyst presents the results to the decision makers?

a. Analyzing and interpreting data

b. Designing the research project

c. Collecting the data

d. All of the above

 

16. Which type of research is quantitative and measures a particular person's or group of people's consumption over time?

a. Experimental Research

b. Scanner Research

c. Panel Research

d. None of the above

 

17. Cablecom, a major cable company in Switzerland, has learned through its growth that...

a. it is easier to win customers back than to gain new customers

b. it is easiest to draw in new customers

c. it is more difficult to retain customers than to win them back

d. it is easier to retain customers than trying to win them back

18. Research is:

A. Expensive

B. Time Consuming

C. Easy to obtain when free

D. All of the Above

E. A and B only

19. What is the second step in the research project?

A. Designing the research project.

B. Defining the objectives and research needs

C. Data Collection Process

D. Data Analyzing Process

20. Which of the following is not a Syndicated Data Provider?

A. NOP world

B. ACNielson

C. Yankevich, Al

D. Mediamark Research Inc.

 

Answer Key:

1. C

2. D

3. B

4. C

5. B

6. D

7. C

8. B

9. A

10. C

11. C

12. B

13. D

14. A

15. D

16. C

17. D

18. E

19. A

20. C

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download