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Marketing in the 21st Century Chapter 4 Practice Quiz

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Marketing in the 21st Century - Chapter 4 Practice Quiz

Marketing in the 21st Century - Chapter 4 Practice Quiz

Question 1 of 15

1

Which of the following is a reason why a firm should continuously collect and analyze information regarding its marketing plan?

Select one of the following:

  • To rely more heavily on executive judgment

  • To maintain secrecy about its operations.

  • To guarantee success

  • To monitor the environment

Explanation

Question 2 of 15

1

Which of the following is a component of a marketing intelligence network?

Select one of the following:

  • Data warehousing

  • Product design

  • Marketing entropy

  • Simulation

Explanation

Question 3 of 15

1

Which of these is never a type of commercial database?

Select one of the following:

  • infoUSA CDs

  • Census data

  • Internal secondary data

  • Primary data

Explanation

Question 4 of 15

1

Marketing research

Select one of the following:

  • can be applied to only certain aspects of marketing.

  • should be crisis-oriented.

  • must be conducted in a systematic manner to be effective.

  • includes only data collected from sources outside the firm.

Explanation

Question 5 of 15

1

The first step in the marketing research process involves

Select one of the following:

  • establishing the issue to be studied.

  • surveying consumers.

  • studying competitors.

  • implementing findings.

Explanation

Question 6 of 15

1

Secondary data should be collected before primary data because

Select one of the following:

  • secondary data will have guaranteed suitability to the current research study, whereas
    primary data will not.

  • secondary data will always be current, whereas primary data may be dated or
    obsolete.

  • secondary data are generally more easily and inexpensively obtained than primary
    data.

  • secondary data will not yield conflicting information from different sources, whereas
    primary data may.

Explanation

Question 7 of 15

1

Which of the following is not an example of internal secondary data?

Select one of the following:

  • Customer billings

  • Inventory records

  • Attending trade shows

  • Sales figures

Explanation

Question 8 of 15

1

Which of the following is an advantage of primary data?

Select one of the following:

  • Data collection is typically fast.

  • Information is current.

  • Primary data are usually less expensive to collect than secondary data.

  • Most firms are skilled in primary data collection.

Explanation

Question 9 of 15

1

Choosing 125 females ages 18-29 and 125 females ages 30 and older to participate in a research study is an example of a(n)

Select one of the following:

  • exploratory research study.

  • non-probability sample.

  • probability sample.

  • external secondary data search.

Explanation

Question 10 of 15

1

Which of the following is not one of the four basic methods of primary data collection?

Select one of the following:

  • Experiment

  • Observation

  • Simulation

  • Distribution

Explanation

Question 11 of 15

1

Which of the following research methods has the least interviewer bias?

Select one of the following:

  • Observation

  • Personal surveys

  • Telephone surveys

  • Internet surveys

Explanation

Question 12 of 15

1

Among the advantages of conducting a mail survey is the

Select one of the following:

  • ability to complete the survey at a convenient time.

  • speed with which surveys are returned by respondents.

  • ability to avoid participation by incorrect respondents.

  • ability to avoid non-response problems.

Explanation

Question 13 of 15

1

If a firm wants to study consumer attitudes through the use of bipolar adjectives, it will most likely use

Select one of the following:

  • observation.

  • simulation.

  • a semantic differential.

  • experiment.

Explanation

Question 14 of 15

1

A major advantage of an experiment is its

Select one of the following:

  • infrequent use of contrived settings.

  • relatively low costs.

  • ability to show cause and effect.

  • ability to control all factors in or affecting a marketing plan.

Explanation

Question 15 of 15

1

The process by which each completed data form is numbered and response categories are labeled is called

Select one of the following:

  • survey design.

  • coding.

  • tabulation.

  • analysis.

Explanation

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