Chapter 9 QuestionsGroup members- Jenae Fleming, Matt Hopson, Noah Cagle
1. Which of the following is NOT a part of the marketing research process?
A. Collect primary data
B. Analyze the data
C. Follow up
D. Create a design team
2. The marketing research problem is information oriented.
A. Tue
B. False
3. The most popular technique for gathering primary data is:
A. Mall intercept interview
B. Research design
C. Survey research
D. Open-ended question
4. _________ Is a closed- ended question designed to measure the intensity of a respondent’s
answer.
a. Closed – ended question
b. Scaled – response question
c. Open-ended question
d. Research response question
5. Do all forms of survey research require a questionnaire?
A. True
B. False
6. What is a Form of observation marketing research that combines a consumer’s online activity
with psychographic and demographic profiles compiled in databases?
A. Behavioral targeting
B. Social media monitoring
C. Consumer targeting
D. Profile analysis
7. ____ is the population from which a sample will be drawn.
A. Environment
B. Society
C. Universe
D. Probability sample
8. A sample in which every element in the population has a known statistical likelihood of being
selected is?
A. Probability sample
B. Random sample
C. Nonprobability sample
D. Convenience sample
9. Which is not a type of error?
A. Sampling error
B. Collective error
C. Frame error
D. Random error
10. _________ Is a sample arranged in such a way that every element of the population has an
equal chance of being selected as part of the sample.
A. Convenience sample
B. Probability sample
C. Nonprobability sample
D. Random sample
11. ____ ______ _____ specializes in interviewing respondents on a subcontracted basis.
A. Cross- tabulation
B. Field service firm
C. Respondent interview firm
D. Collecting the data
12. Which one is a Type of probability sample?
A. Simple random sample
B. Stratified sample
C. Cluster sample
D. Systematic sample
E. All of the above
13. Is cross-tabulation lets the analyst look at the responses to one question in relation to the
responses to one or more other questions?
A. True
B. False
14. What is the final step in market research?
A. Preparing and Presenting the report
B. Follow up
C. Collecting data
D. Analyzing data
15. Media that consumers generate themselves and share among themselves is?
A. Population generated
B. Info scan
C. Consumer generated media
D. Consumer collaboration
16. Is info scan and non-behavioral scan are the two major scanner based suppliers?
A. True
B. False
17. What is a field of marketing that studies the body’s Responses to marketing stimuli?
A. Neuromaketing
B. Marketing
18.
A.
B.
C.
D.
C. Relationship management
D. Marketing research
Market research also helps _______ gauge the perceived value of their goods and services, as
well as the level of customer satisfaction.
CEO
Employee
Stockholder
Manager
19. What is a broad based problem that uses marketing research in order for managers to take proper
actions?
A. Secondary data
B. Management decision problem
C. Marketing research problem
D. Marketing research objective
20. What is a valuable tool used in the problem/ opportunity identification stage?
A. Secondary data
B. Primary data
C. Research design
D. Survey research
Answer key
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D
A
C
B
A
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B
E
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B
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B
A
D
B
A