SEM 2 Unit 1 Part 2: Question Preview (ID: 25422)

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When marketing researchers review the level of affiliation between two variables, they are evaluating the ___________ of data components.
a) affirmation
b) predictability
c) sensitivity
d) correlation

What should businesses try to achieve when manipulating data for information analysis?
a) Exploratory research
b) Secondary information
c) Program development
d) Accurate interpretation

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) Average customer is married, owns home, earns $50,000 a year
c) Federal identification numbers for current and past customers
d) Total sales for each month of the previous year

Which of the following is an example of range:
a) Most consumers buy four CDs per month
b) Consumers buy an average of five 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.

What do researchers often use to summarize and interpret vast amounts of numeric information?
a) Research questionnaires
b) Descriptive statistics
c) Hypothetical samples
d) Independent variables

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) graphic representation.
c) central tendency.
d) distribution share.

Which of the following must coincide when using descriptive statistics in order to have normally distributed data:
a) Range, dispersion, confidence interval
b) Ordinal, nominal, binomial
c) Mean, median, mode
d) Standard deviation, percentiles, pictorial representations

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.

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) encourage sedentary lifestyles.
c) comply with local regulations
d) attract more fans.

One reason that seat licenses and premium seating are growing trends in sport/event marketing is because these practices are
a) sales policies.
b) pricing strategies.
c) advertising methods.
d) revenue sources

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) Relationship marketing is becoming less important to sport/event organizations as technology evolves
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.

What part of a marketing-research report would be mentioned only briefly in an oral presentation?
a) Research methods
b) Relevant information
c) Pertinent data
d) Research findings

An effective technique to use when giving an oral presentation of report findings and recommendations is to keep the presentation
a) relatively simple.
b) technically oriented.
c) free from detail.
d) on a complex level.

One of the main portions of a marketing report describes the research methods and the
a) industry review standards.
b) data collection procedures.
c) technical terminology.
d) consulting expenses.

Copies of questionnaires, interview forms, and other technical documents are often included in what part of a marketing report?
a) Analysis
b) Introduction
c) Summary
d) Appendix

When writing marketing reports, researchers should make sure that they include a section about
a) populations.
b) qualifications.
c) regulations.
d) limitations.

The main portion of a marketing report that explains the research findings should include
a) summaries and recommendations.
b) technical appendixes and indexes
c) data-collection procedures.
d) supporting tables and graphs.

An effective method of presenting complex report findings and recommendations to a large group of managers involves the use of
a) scientific data.
b) computer software.
c) informal outlines.
d) handmade graphics.

Which of the following is a characteristic of an effective marketing report:
a) Explains role of executive management
b) Contains names of contributing editors
c) Provides industry review information
d) Answers specific research questions

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 is relevant to the marketing decisions that management must make
b) All the information collected so management can decide what is important
c) Information that applies only to people not currently part of the target market
d) Information that applies only to the company's current target market

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