QUIZ 1

Question 1
Marketing research involves all of the following regarding information EXCEPT:
Select one:
a. collection
b. dissemination
c. analysis
d. identification
e. manipulation

Question 2
________ research is undertaken to help identify problems that are not necessarily apparent on
the surface and yet exist or are likely to arise in the future.
Select one:
a. Problem-identification

b. Problem-correction
c. Problem-solving
d. Problem exception
e. Problem-manipulation

Question 3
Research undertaken to help solve specific marketing problems is called ________.
Select one:
a. problem-solving research

b. problem-identification research
c. problem-correction research
d. problem exception
e. problem-manipulation research

Question 4
All of the following are examples of topics typically addressed by problem-solving research
EXCEPT:
Select one:
a. market share
b. promotion
c. pricing
d. product
e. segmentation

Question 5
Which of the following is NOT a step in the marketing research process?
Select one:
a. problem correction

b. problem definition
c. report generation and presentation
d. data preparation and analysis
e. research design formulation

Question 6
If an outside agency was brought in to conduct work for a research project after the first three
steps in the marketing research process were completed, which step would the agency conduct?
Select one:
a. formulate the research design
b. define the problem
c. doing fieldwork or collecting data

d. correct the problem

e. develop an approach to the problem

Question 7
According to the problem definition and approach development process as given in the textbook,
the tasks involved in problem definition consist of all of the following EXCEPT:
Select one:
a. discussions with the decision makers
b. analysis of project costs

c. interviews with industry experts

d. analysis of secondary data

Question 8
________ is a comprehensive examination of a marketing problem to understand its origin and
nature.
Select one:
a. Problem audit

b. Hypotheses generation
c. Research directive
d. Problem definition
e. Problem correction

Question 9
The problem audit involves discussions with the decision maker on all of the following issues
EXCEPT:
Select one:
a. the alternative courses of action available to the decision maker
b. the history of the problem
c. the national culture as it's related to a country's trade barriers

d. the information that is needed to answer the decision maker's questions

e. the criteria that will be used to evaluate the alternative courses of action

Question 10
________ are data collected for some purpose other than the problem at hand.
Select one:
a. Observational data
b. Research data
c. Virtual data
d. Primary data
e. Secondary data

Question 11
All of the following represent factors that comprise the environmental context of the problem
EXCEPT:
Select one:
a. objectives of the decision maker
b. economic environment
c. constraints of the firm
d. accounting practices used by the firm twenty years ago

e. resources of the firm

Question 12
Which of the following is NOT an issue that would be addressed in a management decision
problem?
Select one:
a. Should the price of the product be changed?
b. B and C
c. Should the advertising campaign be changed?
d. Determine the impact on sales and profits of various levels of price changes.

e. What can a company do to expand its share of its product category?

Question 13
Which of the following models are often a summary or restatement of the main points of the
theory?
Select one:
a. verbal models

b. graphical models
c. mathematical models
d. provisional models
e. technological models

Question 14
Which of the following models are used to isolate variables and to suggest directions of
relationships but are not designed to provide numerical results?
Select one:
a. graphical models

b. technological models
c. specific models
d. verbal models
e. mathematical models

Question 15
Which statement is not true about research design?
Select one:
a. Research design is undertaken before developing the approach to the problem.

b. Research design is a framework for conducting the marketing research marketing

research project.
c. Research design specifies the measurement and scaling procedures.
d. Research design is undertaken after the marketing research problem is defined.

Question 16
________ is research conducted to gain ideas and insight into the problem confronting the
management or the researcher.
Select one:
a. Exploratory research

b. Conclusive research
c. Causal research
d. Directed research
e. Descriptive research

Question 17
________ research is typically more formal and structured than ________ research.
Select one:
a. Conclusive; exploratory

b. Exploratory; conclusive
c. Lead; supporting
d. Subjective; observational
e. Exploratory; descriptive

Question 18
Which of the following is a characteristic of descriptive research designs?
Select one:
a. often the front end of total research
b. supporting
c. marked by the prior formulation of specific hypothesis

d. versatile
e. flexible

Question 19
Which of the following is NOT one of the major types of descriptive studies?
Select one:
a. consumer perception and behavior studies
b. consumer behavior studies
c. internally or externally focused sales studies
d. market characteristic studies
e. cause-and-effect qualitative studies

Question 20
According to the textbook, a ________ provides a series of pictures, which track the changes
that take place over time.
Select one:
a. photographic design
b. vertical design
c. cross-sectional design
d. longitudinal design

e. horizontal design
 QUIZ 2
Question 1
Companies that collect and sell common pools of data designed to serve information needs
shared by a number of clients are called ________
Select one:
a. syndicated services/sources

b. qualitative research services

c. pooling services
d. field services
e. data processing services

Question 2
Which of the following are the two types of general surveys?
Select one:
a. panel
b. periodic
c. shared
d. periodic and panel

e. panel and shared

Question 3
Which of the following types of general surveys measure the same group of respondents
overtime but not necessarily on the same variables?
Select one:
a. parallel surveys
b. periodic surveys
c. shared surveys
d. regular surveys
e. panel surveys

Question 4
Question text
Qualitative research procedures are classified as either ________ or ________
Select one:
a. theoretical; non-theoretical
b. descriptive; exploratory
c. direct; indirect

d. partial; total
e. primary; secondary

Question 5
________ are the most important qualitative research procedures
Select one:
a. Association techniques
b. Projective techniques
c. Depth interviews
d. Focus groups

Question 6
Which of the following are described as loosely structured conversations with individuals drawn
from the target audience?
Select one:
a. quantitative surveys
b. experiments
c. panels
d. depth interviews

e. conversation interviews

Question 7
Use of a formal questionnaire that presents questions in a prearranged order is called________
Select one:
a. exploratory data collection
b. randomized data collection
c. hypothetical data collection
d. structured data collection

e. pre-arranged data collection

Question 8
Which of the following statements is NOT correct about computer-assisted telephone
interviewing (CATI)?
Select one:
a. Multiple questions appear on the screen at one time

b. Interim and update reports on data collection or results can be provided almost
instantaneously
c. Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-
collection process, coding questionnaires and entering the data into the computer, are eliminated
d. The computer checks the responses for appropriateness and consistency

Question 9
The advantages of using in-home interviewing to collect research data include all of the following
EXCEPT
Select one:
a. good for physical stimuli
b. least expensive

c. complex questions can be asked

d. large quantity of data can be collected
e. good sample control

Question 10
A large and nationally representative sample of households who have agreed to periodically
participate in mail questionnaires, product tests, and telephone surveys are called ________
Select one:
a. electronic panels
b. focus groups
c. household constituencies
d. mail panels

e. exploratory groups

Question 11
A(n) ________ is sent to only those respondents who complete the survey
Select one:
a. prepaid incentive
b. observed incentive
c. virtual incentive
d. promised incentive
e. completion incentive

Question 12
The recording of behavioural patterns of people, objects, and events in a systematic manner to
obtain information about the phenomenon of interest is called ________
Select one:
a. observation

b. exploration
c. projection
d. description
e. micro-pattern research

Question 13
Consider a scale from 1 to 100 for locating consumers according to the characteristic" attitude
toward department stores." Each respondent is assigned a number from 1 to 100 indicating the
degree of (un)favourableness, with 1 = extremely unfavourable, and 100 = extremely favourable.
________ is the actual assignment of a number from 1 to 100 to each respondent.________ is
the process of placing the respondents on a continuum with respect to their attitude toward
department stores.
Select one:
a. Scaling; Ranking
b. Ranking; Measurement
c. Measurement; Scaling

d. Scaling; Measurement

Question 14
The most complex of the primary scales of measurement is the ________
Select one:
a. nominal scale
b. ordinal scale
c. interval scale
d. ratio scale

e. random scale

Question 15
A scale for measuring attitudes that consist of a single adjective in the middle of an even-
numbered range of values is called a ________
Select one:
a. Likert scale
b. balanced rating scale
c. semantic differential
d. mid-range scale
e. Stapel scale

Question 16
According to the textbook, individual items on a semantic differential scale may be
scored________
Select one:
a. on a 1 to 7 scale and on a -3 to +3 scale

b. on a 1 to 5 scale and on a -3 to +3 scale

c. on a 1 to 7 scale
d. on a 1 to 5 scale
e. on a -3 to +3 scale

Question 17
Which of the following is NOT an objective of a questionnaire?
Select one:
a. A questionnaire must translate the information needed into a set of specific questions that the
respondents can and will answer
b. A questionnaire should minimize response error
c. A questionnaire must uplift, motivate, and encourage the respondent to become involved in
the interview, to cooperate, and to complete the interview
d. Questionnaire data must be easy to analyse

Question 18
Which of the following is the last step in the questionnaire design process?
Select one:
a. identify the form and layout
b. arrange the questions in proper order
c. reproduce the questionnaire
d. present the results to the client
e. eliminate bugs by pretesting

Question 19
Which of the following is NOT mentioned in the textbook as a reason people typically cannot
answer a survey question?
Select one:
a. All of the selections represent a reason people typically cannot answer a survey
question

b. They may not be able to articulate certain types of responses

c. They may not be informed
d. They may not remember

Question 20
Which of the following is NOT a popular form of structured questions?
Select one:
a. all of the above are forms of structured questions
b. multiple-choice
c. scales
d. dichotomous
e. open-ended