CH 9 Questions
1.) The study of human behavior in its natural context that involves observation of
behavior and physical setting is known as
a. Behavioral Targeting
b. Ethnographic Research
c. Experimental Research
d. Survey Research
Answer B
2.)
, is the process of planning, collecting, and analyzing data relevant to a
marketing decision.
a.
b.
c.
d.
Marketing Research
Management Research
Advertising Research
Research design
Answer A
3.) Which is not a secondary data disadvantage?
a)
b)
c)
d)
Saves time and money if on target
May not give adequate detailed information
May not be on target with the research problem
Quality and accuracy of data may pose a problem
Answer A
4.) What percent of America’s marketing research companies conduct some form of
online research?
A. more than 90%
B. 75%
C. 50%
D. less than 25%
The correct answer is A. more than 90%
5.) Which of the following is an advantage of Secondary Data?
A)Saves time and Money
B)Gives Adequate Detailed Information
C)Is Always on Target
D)All the Above
Answer: A
6.) Which is an advantage of an Online Focus Group
A)Ease of use
B)Cost Effective
C)Honesty
D)All the Above
Answer: D
7.) What is the role(s) of a web community?
A. Engage customers
B. Achieve customer-derived innovations
C. Establish brand advocates
D. Offer real time results
E. All of the above
The answer is E. All of the above
8.) Information collected for the first time is called?
A) Secondary Data
B) Concluding Data
C) Primary Data
D) Stored Data
E) All of the above
Answer: C) Primary Data
9.) Which of the following is a probability sample?
A. Convenience Sample
B. Judgement Sample
C. Quota Sample
D. Cluster Sample
Answer D
10.) What is an advantage of a online focus group?
A. better participation rates
B. Cost-effectiveness
C. broad Geographic Scope
D. Accessability
E. All the above
Answer: E
11.) What is the main data source for management information systems?
A. Marketing Research
B. Marketing Projects
C. Marketing Online Surveys
D. Marketing Employees
Answer A
12.) Which is NOT an example of secondary data?
A. annual reports
B. reports to stockholders
C. information collected for the first time
D. product testing
Answer: C
13.) What type of interview is conducted in the common area such as a shopping mall or
in a market research office within a mall?
A. Mall intercept interviews
B. At home interviews
C. Telephone interviews
D. Online interviews
Answer A
14.) Which question is a closed ended question designed to measure the intensity of a
respondent’s answer?
A. open ended question
B. scaled response question
C. close ended question
D. A and B
Answer: B
15.) What is the main advantage of primary data?
a) they will answer a specific research question that secondary data won’t
b) they will answer all types of research questions
c) they will answer secondary research questions only
d) none of these are true
correct answer: a
16.) What is a sample?
a) a subset from a large and small population
b) a subset from a smaller population
c) a subset from a larger population
d) none of these are true
correct answer: c
17.) Which of the following is NOT an advantage of Internet surveys?
a) dramatically reduced costs
b) improved respondent participation
c) personalized questions and data
d) provides quicker results in marketing
correct answer: d
18.) What is a the probability sample?
a) cluster sample
b) integrated sample
c) judgment sample
d) intense sample
correct answer: a
19.) What is the third step in the marketing process?
a) analyze data
b) follow up
c) specify the sampling procedures
d) none of these
correct answer: c
20.) Field service firms specialize in:
a) interviewing respondents in a private area
b) interviewing respondents on a subcontracted basis
c) interviewing respondents in public area
d) none of these
correct answer: b