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Question 1
Question
Which of the following is a reason why a firm should continuously collect and analyze information regarding its marketing plan?
Answer
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To rely more heavily on executive judgment
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To maintain secrecy about its operations.
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To guarantee success
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To monitor the environment
Question 2
Question
Which of the following is a component of a marketing intelligence network?
Answer
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Data warehousing
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Product design
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Marketing entropy
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Simulation
Question 3
Question
Which of these is never a type of commercial database?
Answer
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infoUSA CDs
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Census data
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Internal secondary data
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Primary data
Question 4
Question
Marketing research
Answer
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can be applied to only certain aspects of marketing.
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should be crisis-oriented.
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must be conducted in a systematic manner to be effective.
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includes only data collected from sources outside the firm.
Question 5
Question
The first step in the marketing research process involves
Answer
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establishing the issue to be studied.
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surveying consumers.
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studying competitors.
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implementing findings.
Question 6
Question
Secondary data should be collected before primary data because
Answer
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secondary data will have guaranteed suitability to the current research study, whereas primary data will not.
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secondary data will always be current, whereas primary data may be dated or obsolete.
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secondary data are generally more easily and inexpensively obtained than primary data.
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secondary data will not yield conflicting information from different sources, whereas primary data may.
Question 7
Question
Which of the following is not an example of internal secondary data?
Answer
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Customer billings
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Inventory records
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Attending trade shows
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Sales figures
Question 8
Question
Which of the following is an advantage of primary data?
Answer
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Data collection is typically fast.
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Information is current.
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Primary data are usually less expensive to collect than secondary data.
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Most firms are skilled in primary data collection.
Question 9
Question
Choosing 125 females ages 18-29 and 125 females ages 30 and older to participate in a research study is an example of a(n)
Answer
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exploratory research study.
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non-probability sample.
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probability sample.
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external secondary data search.
Question 10
Question
Which of the following is not one of the four basic methods of primary data collection?
Answer
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Experiment
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Observation
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Simulation
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Distribution
Question 11
Question
Which of the following research methods has the least interviewer bias?
Answer
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Observation
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Personal surveys
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Telephone surveys
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Internet surveys
Question 12
Question
Among the advantages of conducting a mail survey is the
Answer
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ability to complete the survey at a convenient time.
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speed with which surveys are returned by respondents.
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ability to avoid participation by incorrect respondents.
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ability to avoid non-response problems.
Question 13
Question
If a firm wants to study consumer attitudes through the use of bipolar adjectives, it will most likely use
Answer
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observation.
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simulation.
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a semantic differential.
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experiment.
Question 14
Question
A major advantage of an experiment is its
Answer
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infrequent use of contrived settings.
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relatively low costs.
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ability to show cause and effect.
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ability to control all factors in or affecting a marketing plan.
Question 15
Question
The process by which each completed data form is numbered and response categories are labeled is called
Answer
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survey design.
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coding.
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tabulation.
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analysis.
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