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