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NEW Marketing 4.09 - 4.12
Test Description: 4.09 - 4.12
Instructions: Answer all questions to get your test result.
1) Which situation is an example of SUGGING?
A
A marketer tells a customer that s/he is conducting research and then begins a sales pitch
B
A business promotes a product by sending samples to its customers without authorization
C
A salesperson offers a customer the opportunity to try an expensive product free of charge
D
A telemarketer asks a customer if s/he knows anyone who would want to buy a certain product
2) How could a business use marketing-research data it has gathered about the average age, income, educational levels, and spending patterns of area consumers?
A
To identify problems within the business
B
To create a mailing list for the business
C
To establish an appropriate operating budget
D
To develop a profile of the typical customer
3) Which statement about marketing research problems is true?
A
Company decision-makers typically finalize marketing research problems prior to involving marketing researchers
B
Marketing research problems are commonly based on specific research objectives and research instruments.
C
Marketing research problems are usually only needed when marketing researchers plan to gather external information
D
Problems that company decision-makers identify are often just symptoms of larger problems that need to be researched
4) What is a benefit of having managers and researchers on the same page about the marketing-research problem?
A
It ensures favorable results from the study.
B
It allows the two parties to avoid establishing research objectives.
C
It improves the business's market share
D
It keeps the business from wasting resources.
5) What is the most significant reason why marketing research is important to businesses?
A
It helps the business to base decisions on opinions.
B
It improves financial management
C
It contributes to business success.
D
It makes competitors take notice of the business.
6) What is an advantage of using secondary data in a marketing-research project?
A
More relevant than primary data
B
More up-to-date than primary data
C
Less likely to be available to competitors
D
Less expensive to collect than primary data
7) When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding
A
Interviewer bias
B
Non-response
C
The way the question was asked
D
Chance
8) What question does establishing a sampling plan for a research project answer?
A
Why the issue is important
B
When to conduct an interview
C
What type of product to study
D
How many people to survey
9) What research approach do businesses often use to test new product ideas?
A
experimental
B
Questioning
C
technological
D
recording
10) The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
A
random sampling
B
referral sampling
C
telephone interviews
D
Personal interviews
11) What type of research would a business conduct if it wanted to identify potential issues or opportunities?
A
exploratory
B
casual
C
experimental
D
Descriptive
12) A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. What research design should it use?
A
experimental
B
descriptive
C
Exploratory
D
casual
*select an answer for all questions
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