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SEM 2 Unit 1 Part 2
Test Description: SEM 2 Unit 1 Part 2
Instructions: Answer all questions to get your test result.
1) When marketing researchers review the level of affiliation between two variables, they are evaluating the ___________ of data components.
A
sensitivity
B
predictability
C
correlation
D
affirmation
2) What should businesses try to achieve when manipulating data for information analysis?
A
Exploratory research
B
Program development
C
Secondary information
D
Accurate interpretation
3) Which of the following is useful marketing information that a business might obtain by analyzing a customer database:
A
Average customer is married, owns home, earns $50,000 a year
B
Total sales for each month of the previous year
C
Federal identification numbers for current and past customers
D
Expense involved in developing a customer database
4) Which of the following is an example of range:
A
Consumers buy an average of five CDs per month.
B
Most consumers buy four CDs per month
C
Consumers buy between three and seven CDs per month.
D
Half of all consumers buy more than five CDs per month.
5) What do researchers often use to summarize and interpret vast amounts of numeric information?
A
Research questionnaires
B
Hypothetical samples
C
Descriptive statistics
D
Independent variables
6) When making marketing decisions, businesses often analyze research that is expressed as a mean, median, or mode, which are estimates often referred to as the
A
graphic representation.
B
predictability curve.
C
distribution share.
D
central tendency.
7) Which of the following must coincide when using descriptive statistics in order to have normally distributed data:
A
Standard deviation, percentiles, pictorial representations
B
Range, dispersion, confidence interval
C
Mean, median, mode
D
Ordinal, nominal, binomial
8) A business that conducts research and finds that most of its customers visit the business four times a week has identified the
A
mode.
B
range.
C
median.
D
mean.
9) The NHL, the NFL, and the CFL are becoming more interested in investing in the development of recreational sports for youths in order to
A
attract more fans.
B
encourage sedentary lifestyles.
C
appeal to low-income individuals.
D
comply with local regulations
10) One reason that seat licenses and premium seating are growing trends in sport/event marketing is because these practices are
A
pricing strategies.
B
sales policies.
C
advertising methods.
D
revenue sources
11) Which of the following is a trend in the sport/event industry:
A
Premium seating options are yielding less revenue for sport/event facilities than other types of seating.
B
Sport/Event facilities are evolving into complete entertainment centers with interactive activities.
C
Due to the high level of media clutter, fewer businesses are participating in sport/event sponsorships.
D
Relationship marketing is becoming less important to sport/event organizations as technology evolves
12) What part of a marketing-research report would be mentioned only briefly in an oral presentation?
A
Research findings
B
Pertinent data
C
Research methods
D
Relevant information
13) An effective technique to use when giving an oral presentation of report findings and recommendations is to keep the presentation
A
on a complex level.
B
technically oriented.
C
free from detail.
D
relatively simple.
14) One of the main portions of a marketing report describes the research methods and the
A
consulting expenses.
B
industry review standards.
C
technical terminology.
D
data collection procedures.
15) Copies of questionnaires, interview forms, and other technical documents are often included in what part of a marketing report?
A
Summary
B
Appendix
C
Introduction
D
Analysis
16) When writing marketing reports, researchers should make sure that they include a section about
A
limitations.
B
populations.
C
qualifications.
D
regulations.
17) The main portion of a marketing report that explains the research findings should include
A
data-collection procedures.
B
summaries and recommendations.
C
supporting tables and graphs.
D
technical appendixes and indexes
18) An effective method of presenting complex report findings and recommendations to a large group of managers involves the use of
A
scientific data.
B
handmade graphics.
C
informal outlines.
D
computer software.
19) Which of the following is a characteristic of an effective marketing report:
A
Answers specific research questions
B
Contains names of contributing editors
C
Provides industry review information
D
Explains role of executive management
20) Stephanie has completed a market-research project to identify changing consumer trends that will affect her company and its market position. She has learned many interesting demographic trends occurring in the population. What type of data should she
A
Information that applies only to the company's current target market
B
Information that is relevant to the marketing decisions that management must make
C
Information that applies only to people not currently part of the target market
D
All the information collected so management can decide what is important
*select an answer for all questions
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