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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
correlation
B
affirmation
C
predictability
D
sensitivity
2) What should businesses try to achieve when manipulating data for information analysis?
A
Program development
B
Accurate interpretation
C
Secondary information
D
Exploratory research
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
Expense involved in developing a customer database
D
Federal identification numbers for current and past customers
4) Which of the following is an example of range:
A
Most consumers buy four CDs per month
B
Half of all consumers buy more than five CDs per month.
C
Consumers buy an average of five CDs per month.
D
Consumers buy between three and seven CDs per month.
5) What do researchers often use to summarize and interpret vast amounts of numeric information?
A
Descriptive statistics
B
Independent variables
C
Hypothetical samples
D
Research questionnaires
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
central tendency.
B
predictability curve.
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
Standard deviation, percentiles, pictorial representations
C
Range, dispersion, confidence interval
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
mode.
C
mean.
D
range.
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
appeal to low-income individuals.
B
comply with local regulations
C
encourage sedentary lifestyles.
D
attract more fans.
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
advertising methods.
C
revenue sources
D
sales policies.
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
Pertinent data
B
Research findings
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
technically oriented.
B
relatively simple.
C
on a complex level.
D
free from detail.
14) One of the main portions of a marketing report describes the research methods and the
A
consulting expenses.
B
data collection procedures.
C
technical terminology.
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
Analysis
B
Appendix
C
Summary
D
Introduction
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
summaries and recommendations.
B
technical appendixes and indexes
C
supporting tables and graphs.
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
computer software.
B
informal outlines.
C
scientific data.
D
handmade graphics.
19) Which of the following is a characteristic of an effective marketing report:
A
Provides industry review information
B
Explains role of executive management
C
Answers specific research questions
D
Contains names of contributing editors
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
All the information collected so management can decide what is important
B
Information that applies only to people not currently part of the target market
C
Information that is relevant to the marketing decisions that management must make
D
Information that applies only to the company's current target market
*select an answer for all questions
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