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NEW Marketing 4.09 - 4.12 Part B
Test Description: NEW Marketing 4.09 - 4.12
Instructions: Answer all questions to get your test result.
1) What type of research is intended to obtain detailed data about customers' opinions and experiences?
A
observation
B
qualitative
C
Sampling
D
forecasting
2) A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. What type of sampling did the university use?
A
stratified random
B
proportionate
C
Cluster
D
simple
3) What is an example of a secondary source of data that a business can obtain internally?
A
government website
B
sales report
C
Trade journal
D
magazine article
4) What research option usually answers questions related to how many?
A
Intelligence
B
economic
C
syndicated
D
quantitive
5) Which of the following is a characteristic of unstructured observation:
A
Uses standard checklists to document behavior
B
Requires the use of surveillance equipment
C
Most often limits observer with specific guidelines
D
Often records a variety of behaviors
6) What is an example of a marketing-research method that is used to collect primary data?
A
external reports
B
census data
C
trade-journal article
D
Customer survey
7) What is the advantage in using personal interviews to collect marketing data?
A
Biased interviewer
B
High flexibility
C
Limited interaction
D
Slow collection rate
8) What data-collection method can be used to obtain product information during the point-of-purchase process?
A
Volume-tracking scanner
B
Photographic scanner
C
E-mail survey
D
Statistical survey
9) What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?
A
observational
B
employee survey
C
telephone interview
D
Experiment
10) What is a common method of collecting research data that often involves the use of questionnaires?
A
behavior chart
B
mail survey
C
Case study
D
message board
*select an answer for all questions
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