Question 1
The marketing concept is an important philosophy for marketing managers because it dictates
the amount of quarterly profits a firm will earn.
the market share a firm will earn.
day-to-day decisions that managers will make.
whether or not the firm will reach its sales quota.
Question 2
An entire group under study, as specified by the objectives of the research project, is known as the
population.
sample.
sample unit.
census.
Question 3
Which of the following marketing information system components provides studies conducted for specific situations facing the company?
Marketing intelligence system
Marketing research system
Consumer information support system
Decision support system
Question 4
What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?
Causal
Exploitive
Longitudinal
Exploratory
Question 5
Having an independent party call back a sample of each interviewer's respondents to verify that they took part in the survey is a way to avoid which of the following?
Interviewer cheating
Human error
Adaptability
Interviewer rapport
Question 6
Shenron has been interviewing a lot of respondents since 10 a.m. It's 5.30 p.m. and he wants to go home because he is tired. With his final respondent, he forgets asking a few questions and also forgets to take notes. Which of the following data collection errors is evident here?
Respondent misunderstanding
Interviewer cheating
Fatigue-related mistakes
Nonresponse
Question 7
What is used to determine whether a nonmonotonic relationship exists between two nominal-scaled variables?
Tabulation analysis and t tests
Cross-tabulation and chi-square tests
Cross-tabulation and t tests
Tabulation analysis and chi-square tests
Question 8
Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. The report states that cookie mix "D" should replace all existing recipes as soon as possible. This last sentence is
a recommendation.
a conclusion.
information that should be included in the front matter.
a method.
Question 9
An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as
list of appendices.
list of illustrations.
table of contents.
list of tables.
Question 10
The four basic levels of scales are nominal, ordinal, interval, and
ratio.
proportion.
construct.
semantic.
