Question-1
__________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.
A. Tachistoscopes
B. Polygraphs
C. GPS systems
D. Audiometers
Question-2
The marketing research process begins by:
A. developing a research plan.
B. defining the problem, the decision alternatives, and research objectives.
C. analyzing the internal environment.
D. reading marketing research journals.
Question-3
A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information, the company is using __________ to improve the quality of its marketing intelligence.
A. sales-force surrogates
B. intermediaries
C. external networks
D. advisory panels
Question-4
The sites which offer positive or negative product or service reviews and are built by the retailers of a particular product or service are called:
A. combo sites.
B. distributor or sales agent feedback sites.
C. public blogs.
D. independent service review forums.
Question-5
The internal records system supplies results data, but the marketing intelligence system supplies __________ data.
A. internal
B. revenue
C. thematic
D. happenings
Question-6
__________ beliefs and values are passed from parents to children and reinforced by social institutions—schools, churches, businesses, and governments; they are very difficult to change.
A. Transient
B. Secondary
C. Protected
D. Core
Question-7
According to the concept of __________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.
A. word association
B. projection
C. visualizing
D. laddering
Question-8
If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be:
A. descriptive.
B. quantitative.
C. primary.
D. exploratory.
Question-9
The consumer environmental segment termed __________ claims to be knowledgeable about environmental issues, but does not express pro-green attitudes or behaviors. Indeed, it is practically hostile toward pro-environmental ideas. This segment has chosen to reject prevailing notions about environmental protection and may even be viewed as a potential threat to green initiatives.
A. not me greens
B. business first greens
C. mean greens
D. go-with-the-flow greens
Question-10
__________ are data that were collected for another purpose and already exist.
A. Primary data
B. Secondary data
C. Primitive data
D. Cross-sectional data
Question-11
The heart of the internal records system is the:
A. payroll system.
B. purchase order cycle.
C. order-to-payment cycle.
D. expense cycle.
Question-12
__________ approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.
A. Cognitive research
B. Inductive research
C. Archaeological research
D. Ethnographic research
Question-13
__________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.
A. Marketing metrics
B. Marketing-mix models
C. Marketing forecasting
D. Marketing intelligence databases
Question-14
__________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
A. Marketing communications
B. Internal marketing
C. Marketing research
D. Market segmentation
Question-15
In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?
A. Visual perception test
B. Rorschach ink-blot test
C. Story completion test
D. Thematic Apperception Test
Question-16
__________ refer to groups of individuals who are born during the same time period and travel through life together.
A. Cohorts
B. Populations
C. Clans
D. Societies
Question-17
A field-service firm is a:
A. custom marketing research firm.
B. syndicated-service research firm.
C. specialty-line marketing research firm.
D. consumer marketing research firm.
Question-18
The __________ market is the set of consumers with an adequate interest, income, and access to a particular offer.
A. potential
B. available
C. target
D. penetrated
Question-19
Why must the researchers avoid generalizing from focus-group participants to the whole market?
A. Participants' responses are not reliable.
B. Most of the participants are likely to be ignorant about the topic of discussion.
C. The size of the group is too small and the sample is not drawn randomly.
D. Most of the participants are likely to exhibit similar tastes and preferences.
Question-20
The most scientifically valid research is __________ research.
A. observation
B. focus-group
C. survey
D. experimental
