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Marketing in the 21st Century - Chapter 4 Practice Quiz
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Questions in this quiz (15)
1Which of the following is a reason why a firm should continuously collect and analyze information regarding its marketing plan?
- ATo rely more heavily on executive judgment
- BTo maintain secrecy about its operations.
- CTo guarantee success
- DTo monitor the environment
2Which of the following is a component of a marketing intelligence network?
- AData warehousing
- BProduct design
- CMarketing entropy
- DSimulation
3Which of these is never a type of commercial database?
- AinfoUSA CDs
- BCensus data
- CInternal secondary data
- DPrimary data
4Marketing research
- Acan be applied to only certain aspects of marketing.
- Bshould be crisis-oriented.
- Cmust be conducted in a systematic manner to be effective.
- Dincludes only data collected from sources outside the firm.
5The first step in the marketing research process involves
- Aestablishing the issue to be studied.
- Bsurveying consumers.
- Cstudying competitors.
- Dimplementing findings.
6Secondary data should be collected before primary data because
- Asecondary data will have guaranteed suitability to the current research study, whereas
primary data will not. - Bsecondary data will always be current, whereas primary data may be dated or
obsolete. - Csecondary data are generally more easily and inexpensively obtained than primary
data. - Dsecondary data will not yield conflicting information from different sources, whereas
primary data may.
- Asecondary data will have guaranteed suitability to the current research study, whereas
7Which of the following is not an example of internal secondary data?
- ACustomer billings
- BInventory records
- CAttending trade shows
- DSales figures
8Which of the following is an advantage of primary data?
- AData collection is typically fast.
- BInformation is current.
- CPrimary data are usually less expensive to collect than secondary data.
- DMost firms are skilled in primary data collection.
9Choosing 125 females ages 18-29 and 125 females ages 30 and older to participate in a research study is an example of a(n)
- Aexploratory research study.
- Bnon-probability sample.
- Cprobability sample.
- Dexternal secondary data search.
10Which of the following is not one of the four basic methods of primary data collection?
- AExperiment
- BObservation
- CSimulation
- DDistribution
11Which of the following research methods has the least interviewer bias?
- AObservation
- BPersonal surveys
- CTelephone surveys
- DInternet surveys
12Among the advantages of conducting a mail survey is the
- Aability to complete the survey at a convenient time.
- Bspeed with which surveys are returned by respondents.
- Cability to avoid participation by incorrect respondents.
- Dability to avoid non-response problems.
13If a firm wants to study consumer attitudes through the use of bipolar adjectives, it will most likely use
- Aobservation.
- Bsimulation.
- Ca semantic differential.
- Dexperiment.
14A major advantage of an experiment is its
- Ainfrequent use of contrived settings.
- Brelatively low costs.
- Cability to show cause and effect.
- Dability to control all factors in or affecting a marketing plan.
15The process by which each completed data form is numbered and response categories are labeled is called
- Asurvey design.
- Bcoding.
- Ctabulation.
- Danalysis.
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- Marketing in the 21st Century Chapter 4 Practice Quiz
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- cdimock
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