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15/04/2018 Marketing Management chapter 4 practice test Flashcards | Easy Notecards
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Marketing Management chapter 4 practice test
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Marketing Management
Chapter 4
Conducting Marketing Research

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All Cards 109
________ provide diagnostic information A

about how and why we observe certain
effects in the marketplace, and what that
means to marketers.
A) Marketing insights
B) Marketing metrics
C) Marketing channels
D) Marketing information systems
E) Marketing-mix models
Page: 97
________ is the systematic design, collection, C

analysis, and reporting of data and findings
relevant to a specific marketing situation
facing the company.
A) Marketing communications
B) Internal marketing
C) Marketing research
http://www.easynotecards.com/notecard_set/30288 1/26
D) Market segmentation
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E) Marketing planning
Page: 98
Anne, a beautician by profession, owns a D

salon in the small town of Franklin, New
Jersey. Every weekend, she makes it a point
to visit the other salons in Franklin to find
out about the beauty services they offer to
customers. Anne is attempting to conduct
market research by _______.
A) studying customer behavior
B) forming alliances with competing firms
C) using experimental research techniques
D) checking out rivals
E) tapping into marketing partner expertise
Page: 98
Which of the following types of marketing B

research firms gathers consumer and trade
information and then sells it for a fee (e.g.,
Nielsen Media Research)?
A) custom marketing research firms
B) syndicated-service research firms
C) specialty-line marketing research firms
D) generic marketing research firms
E) focused marketing research firms
Page: 99
Amity Inc., is a firm which collects and C

processes household data and sells it to
other firms which produce consumer
durables. Amity is an example of a ________.
A) custom marketing research firm
B) specialty-line marketing research firm
C) syndicated-service research firm
D) generic marketing research firm
E) focused marketing research firm
Page: 99
A field-service firm is a ________. C

A) custom marketing research firm
B) syndicated-service research firm
C) specialty-line marketing research firm
D) consumer marketing research firm

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E) social marketing research firm
Page: 99
You are the marketing research director of a D

medium-sized manufacturing firm and you
would like to engage an outside marketing
research firm to conduct field interviews.
Which of the following options categories of
marketing research firms should you use?
A) syndicated-service research firms
B) custom marketing research firms
C) global research management firms
D) specialty-line marketing research firms
E) brand management specialty research
firms
Page: 99
The marketing research process begins by B

________.
A) developing a research plan
B) defining the problem, the decision
alternatives, and research objectives
C) analyzing the internal environment
D) reading marketing research journals
E) contacting a professional research
consultant
Page: 99
Which of the following is considered to be D

the last step in the marketing research
process?
A) presenting findings
B) analyzing information
C) controlling the environment
D) arriving at a decision
E) drafting the report
Page: 99
If the goal of marketing research is to shed E

light on the real nature of a problem and to
suggest possible solutions or new ideas, the
research is said to be ________.
A) descriptive
B) quantitative
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C) primary
D) secondary
E) exploratory
Page: 100
Unistar Inc., is an FMCG company that A

produces a wide range of offerings such as
grocery items and personal care products. If
Unistar wants to estimate the demand for its
new line of body moisturizers, which are all
priced at $18, it should opt for ________
research.
A) descriptive
B) exploratory
C) prescriptive
D) causal
E) qualitative
Page: 100
A company would like to study the impact of B

advertising expenditure on sales and sales
revenue. This is an example of ________
research.
A) prescriptive
B) causal
C) secondary
D) exploratory
E) qualitative
Page: 100
The marketing manager needs to know the D

cost of the research project before approving
it. During which stage of the marketing
research process would such a consideration
most likely take place?
A) Step 1 defining the problem
B) Step 4 analyzing the information
C) Step 5 drafting the report
D) Step 2 developing the research plan
E) Step 3 collecting information
Page: 100
A
Designing a research plan calls for decisions

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on all of the following EXCEPT ________.
A) research objectives
B) data sources
C) research approaches
D) research instruments
E) sampling plans
Page: 100
________ are data that were collected for B

another purpose and already exist.
A) Primary data
B) Secondary data
C) Primitive data
D) Cross-sectional data
E) Ordinate data
Page: 100
Before Sandra opened her florist shop she B

read all she could about the floral industry.
She also consulted several published
research reports to understand growth
patterns in the local area with particular
interest in the location of florists throughout
the city. This ________ helped her to decide on
the location of her store.
A) primary data
B) secondary data
C) primitive data
D) tertiary information
E) licensed information
Page: 100
Primary data can be collected in several C

ways. Installing CCTV cameras in a retail
store whereby consumers' actions can be
recorded is an example of ________.
A) focus group research
B) survey research
C) observational research
D) behavioral research
E) experimental research
Page: 101
________ approach uses concepts and tools D Sign in

from anthropology and other social science
disciplines to provide deep cultural
understanding of how people live and work.
A) Cognitive research
B) Inductive research
C) Archaeological research
D) Ethnographic research
E) Deductive research
Page: 101
The goal of ethnographic research is to E

________.
A) capture cause-and-effect relationships by
eliminating competing explanations of the
observed findings
B) understand consumers' behavior by
observing a sample groups discussing
various topics of interest at length
C) study demographic variables such as age,
gender, income, education, and so on, in
relation to consumer buying patterns
D) analyze customers' purchasing behavior
through catalog purchases and customer
databases
E) immerse the researcher into consumers'
lives to uncover unarticulated desires that
might not surface in any other form of
research
Page: 101
A(n) ________ is a gathering of 6 to 10 people C

carefully selected by researchers based on
certain demographic, psychographic, or
other considerations and brought together
to discuss various topics of interest at length.
A) target group
B) pilot group
C) focus group
D) customer base
E) ethnographic group
Page: 101-102
As the marketing manager of Cominform

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Pvt. Ltd., a manufacturer of health drinks, you
have selected 10 individuals who match the
profile of your target customer, to participate
in a discussion on changing lifestyle trends
related to health. You have also hired a
skilled moderator to facilitate the discussion
and ensure that everyone participates and
stays focused on the topic. The moderator
provides questions and probes based on the
"script" prepared by you. The discussions are
also recorded for further analysis. Which of
the following methods of acquiring primary
data is being used in this case?
A) observational research
B) surveys
C) behavioral data
D) experiments
E) focus groups
Page: 101-102
Why must the researchers avoid generalizing C

from focus-group participants to the whole
market?
A) Participants' responses are not reliable.
B) Most of the participants are likely to be
ignorant about the topic of discussion.
C) The size of the group is too small and the
sample is not drawn randomly.
D) Most of the participants are likely to
exhibit similar tastes and preferences.
E) The participants usually come from diverse
backgrounds.
Page: 102
Which of the following is used to assess D

people's knowledge, beliefs, preferences, and
satisfaction and to measure these
magnitudes in the general population?
A) observational research
B) descriptive research
C) quantitative research
D) survey research
E) experimental research
Page: 103
The most scientifically valid research is E Sign in

________ research.
A) observation
B) focus-group
C) survey
D) behavioral
E) experimental
Page: 103
________ is designed to capture cause-and- A

effect relationships by eliminating competing
explanations of the observed findings.
A) Experimental research
B) Behavioral research
C) Observational research
D) Focus group research
E) Descriptive research
Page: 103
Which of the following rules must be kept in E

mind while framing a questionnaire?
A) Use broad and loosely defined words in
the questions.
B) Avoid using response bands.
C) Ensure that fixed responses overlap.
D) Frame hypothetical questions.
E) Allow for the answer "other" in fixed-
response questions.
Page: 104
Because of its flexibility, ________ are the most A

common technique of collecting primary
data.
A) questionnaires
B) telephonic interviews
C) behavioral research studies
D) experimental designs
E) focus groups
Page: 104
________ allow respondents to answer in their A

own words and often reveal more about how
people think.
A) Open-end questions
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B) Dichotomous questions
C) Likert scale questions
D) Multiple choice questions
E) Semantic differential questions
Page: 104
Which of the following is true of qualitative B

research?
A) It is a structured measurement approach
that permits a range of possible responses.
B) It is indirect in nature, so consumers may
be less guarded.
C) It requires large sample sizes.
D) Its results can be easily generalized to
broader populations.
E) It generally results in similar results and
conclusions across researchers.
Page: 104
A scale that connects two bipolar words is D

called a ________.
A) dichotomous question
B) multiple-choice question
C) Likert scale
D) semantic differential
E) word association
Page: 105
A question that respondents can answer in C

an almost unlimited number of ways is called
a ________.
A) structured question
B) closed-end question
C) completely unstructured question
D) dichotomous question
E) multiple choice question
Page: 105
"Truancy should be checked in schools: 1) A

Strongly disagree, 2) Disagree, 3) Neither
agree nor disagree, 4) Agree, 5) Strongly
agree." This is an example of a ________.
A) Likert scale
B) semantic differential
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C) multiple choice question
D) Thematic Appreciation Test (TAT)
E) dichotomous question
Page: 105
An item in a questionnaire states that "most D

politicians cannot be trusted." Respondents
are required to provide their answers by
choosing any one of the following options: 1)
Strongly disagree, 2) Disagree, 3) Neither
agree nor disagree, 4) Agree, 5) Strongly
agree. This is an example of a ________.
A) semantic differential
B) word association question
C) Thematic Appreciation Test (TAT)
D) Likert scale
E) dichotomous question
Page: 105
If a marketing researcher chooses to use C

word associations, the researcher is using
________.
A) closed-end questions
B) Likert scale questions
C) open-end questions
D) rating scale questions
E) semantic differential questions
Page: 105
In which of the following types of tests is a D

picture presented and respondents are asked
to make up a story about what they think is
happening or may happen in the picture?
A) visual perception test
B) Rorschach Ink-blot Test
C) story completion test
D) Thematic Apperception Test
E) Renfrew Action Picture Test
Page: 105
The question "What is your opinion of the C

measures taken by the government to
control inflation?" is an example of a ________
question.
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A) semantic differential
B) word association
C) completely unstructured
D) story completion
E) dichotomous
Page: 105
In which of the following qualitative method B

are subjects asked to complete an
incomplete stimulus?
A) word association
B) projective techniques
C) visualization
D) brand personification
E) laddering
Page: 106
________ requires people to create a collage C

from magazine photos or drawings to depict
their perceptions.
A) Brand personification
B) Projective technique
C) Visualization
D) Laddering
E) Metaphor Elicitation Technique
Page: 106
The primary purpose of ________ is to identify E

the range of possible brand associations in
consumers' minds.
A) experimental research
B) deshboarding
C) laddering
D) semantic differentials
E) word associations
Page: 106
With respect to the sampling plan, three D

decisions must be made: (1) the sampling
unit—who is to be surveyed; (2) sample size
—how many people should be surveyed; and
(3) ________.
A) sample cost—how much does sampling
cost
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B) surveyor skill—who should conduct the
survey
C) sample security—how should the sample
data be protected
D) sampling procedure—how should
respondents be chosen
E) sample supervisor—who leads the
sampling effort
Page: 107
During a focus-group session, one set of C

participants indicated that Dell computers
reminded them of a surfer, Apple computers
of a mad scientist, and IBM was equated to
Ebenezer Scrooge from Charles Dickens's
tale, "A Christmas Carol". Which of the
following qualitative research approaches
relates to the approach described above?
A) projective techniques
B) visualization
C) brand personification
D) laddering
E) brand architecture
Page: 107
According to the concept of ________, a series E

of increasingly more specific "why" questions
can reveal consumer motivation and
consumers' deeper, more abstract goals.
A) word association
B) projection
C) visualizing
D) brand personification
E) laddering
Page: 107
________ measure the interest or emotions C

aroused by exposure to a specific ad or
picture.
A) Tachistoscopes
B) Polygraphs
C) Galvanometers
D) Audiometers
E) GPS systems
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Page: 107
________ flash an ad to a subject with an A

exposure interval that may range from less
than one hundredth of a second to several
seconds.
A) Tachistoscopes
B) Audiometers
C) Polygraphs
D) GPS systems
E) Galvanometers
Page: 107
________ attached to television sets in D

participating homes now record when the
set is on and to which channel it is tuned.
A) Tachistoscopes
B) Polygraphs
C) GPS systems
D) Audiometers
E) Galvanometers
Page: 107
Which of the following statements about E

telephonic interview is true?
A) It usually takes a long time to gather
information through telephonic interviews.
B) The interviewer is unable to clarify
questions if respondents do not understand
them.
C) The response rate for telephonic
interviews has been typically lower than for
mailed questionnaires.
D) The U.S. government generally
encourages telemarketing by firms.
E) Telephone interviewing in the U.S. is
getting more difficult because of consumers'
growing antipathy toward telemarketers.
Page: 108
If a marketing researcher wishes to reach A

those people who would not give personal
interviews or whose responses might be
biased or distorted by interviewers, he or she

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should use ________.
A) mail questionnaires
B) telephonic interviews
C) online interviews
D) focus groups
E) observational research
Page: 108
Which of the following is considered to be C

the most versatile of all the contact
methods?
A) mail questionnaires
B) telephone interviews
C) personal interviews
D) online interviews
E) field trials
Page: 109
In ________ interviews, researchers stop A

people at a shopping mall or busy street
corner and request an interview on the spot.
A) intercept
B) arranged
C) group
D) structured
E) behavioral
Page: 109
Which of the following is an advantage of E

personal interviews?
A) It is a relatively inexpensive method of
gathering information.
B) The possibility of interviewer bias is
minimized.
C) Participants can choose to respond at
their own convenience.
D) It facilitates anonymous responses.
E) Interviewers can record additional
observation about the respondent such as
body language.
Page: 109
E
Which of the following is one of the key

Sign in
disadvantages of online market research?
A) Online research is expensive.
B) Online research is time consuming.
C) People tend to be dishonest online.
D) Online research lacks versatility.
E) Samples can be small and skewed.
Page: 110
Which of the following is an advantage of D

online research?
A) Samples are generally representative of
the target population.
B) Members of online panels and
communities tend to have low turnover.
C) Online research is relatively free of
technological problems and inconsistencies.
D) People tend to be honest and thoughtful
online.
E) Online research is slow but gather detailed
information.
Page: 110
The ________ phase of marketing research is E

generally the most expensive and the most
prone to error.
A) contact
B) research planning
C) questionnaire design
D) interview design
E) data collection
Page: 101
After collecting the relevant information, the E

next step in the marketing research process
is to ________.
A) develop the research plan
B) define the problem and research
objectives
C) present the project report
D) make the final decision
E) analyze the acquired data
Page: 111
After computing averages and measures of B Sign in

dispersion for the major variables and
applying advanced statistical techniques and
decision models in the hope of discovering
additional findings from the gathered
information, the researchers ________.
A) define the problem, the decision
alternatives, and the research objectives
B) present findings relevant to the major
marketing decisions facing management
C) evaluate the costs associated with data
collected
D) analyze the appropriateness of the data
sources used
E) develop the research plan
Page: 111
Why do firms employ more than one D

persona to gather information about the
target consumers?
A) Within a group, consumers usually exhibit
similar tastes and preferences.
B) The distribution of income and wealth are
more or less equal across different customer
segments.
C) Although customers have uniques,
essentially their basic needs and
requirements are the same.
D) Any target market may have a range of
consumers who vary along a number of key
dimensions.
E) The firms want to provide consumers with
a greater number of product choices.
Page: 112
A ________ has been defined as a coordinated C

collection of data, systems, tools, and
techniques with supporting software and
hardware by which an organization gathers
and interprets relevant information from
business and environment and turns it into a
basis for marketing action.
A) marketing metric
B) marketing channel system
C) marketing decision support system
D) marketing research system
E) database management system

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Page: 112
All of the following are considered to be E

among the seven characteristics of good
marketing research EXCEPT ________.
A) the scientific method
B) research creativity
C) multiple methods
D) ethical marketing
E) independence of models and data
Page: 113
________ are a structured way to disseminate C

the insights gleaned from the two
complementary approaches to measuring
marketing productivity within the
organization.
A) Marketing metrics
B) Marketing decision support systems
C) Marketing dashboards
D) Marketing segments
E) Marketing mix models
Page: 114
Two complimentary approaches to measure C

marketing productivity are ________ and
marketing-mix modeling.
A) quality ratios
B) salesperson satisfaction rates
C) marketing metrics
D) retailer satisfaction indices
E) customer feedback surveys
Page: 114
Which of the following refers to the set of E

measures that help firms to quantify,
compare, and interpret their marketing
performance?
A) marketing diagnostics
B) marketing information systems
C) marketing simulation
D) marketing intelligence
E) marketing metrics
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Page: 114
London Business School's Tim Ambler B

believes the evaluation of marketing
performance can be split into two parts:
________.
A) long-term results and changes in brand
equity
B) short-term results and changes in brand
equity
C) long-term results and changes in
consumer perceptions
D) short-term results and changes in
profitability
E) changes in market share and changes in
profitability
Page: 115
Which of the following is an external D

marketing metric that companies need to
monitor?
A) resource adequacy
B) staffing or skill levels
C) active innovation support
D) market share
E) relative employee satisfaction
Page: 115
Which of the following is an internal E

marketing metric that companies need to
monitor?
A) market share
B) consumer satisfaction
C) relative perceived quality
D) total number of customers
E) relative employee satisfaction
Page: 115
________ analyze(s) data from a variety of B

sources, such as retailer scanner data,
company shipment data, pricing, media, and
promotion spending data, to understand
more precisely the effects of specific
marketing activities.
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A) Marketing metrics
B) Marketing-mix models
C) Marketing forecasting
D) Marketing intelligence databases
E) Marketing decision systems
Page: 116
When the marketers of a mobile phone E

manufacturing company want to determine
the impact of individual media such as
television and online display ads on sales as
well as that of trade activities like every day
low price, off-shelf display and so on, they
usually use ________.
A) marketing metrics
B) market segmentation strategies
C) market capitalization techniques
D) market basket analysis
E) marketing-mix models
Page: 116
A ________ records how well the company is A

doing year after year based on measures
such as the average perception of the
company's product quality relative to its
chief competitor.
A) customer-performance scorecard
B) stakeholder-performance scorecard
C) marketing balanced scorecard
D) vendor scorecard
E) generic scorecard
Page: 116-117
If a company actively tracks the satisfaction B

of its suppliers, banks, and distributors, it is
using what is called a ________.
A) customer-performance scorecard
B) stakeholder-performance scorecard
C) marketing balanced scorecard
D) vendor scorecard
E) generic scorecard
Page: 116
According to marketing consultant Pat A Sign in

LaPointe, the ________ measurement pathway
of the marketing dashboard reflects how
prospects become consumers.
A) customer metrics
B) unit metrics
C) cash-flow metrics
D) brand metrics
E) productivity metrics
Page: 117
According to marketing consultant Pat C

LaPointe, the ________ measurement pathway
of the marketing dashboard focuses on how
well marketing expenditures are achieving
short-term returns.
A) customer metrics
B) unit metrics
C) cash-flow metrics
D) brand metrics
E) productivity metrics
Page: 118
Good marketing insights often form the true

basis of successful marketing programs.
Page: 97
Most large companies prefer to use external false

marketing research consultants rather than
employ their own marketing research
department.
Page: 98
When the companies engage students to true

design and carry out projects, the payoff to
the students is experience and visibility; the
payoff to the companies is a fresh sets of
eyes to solve problems at a fraction of what
consultants would charge.
Page: 98
A good example of a syndicated-service true Sign in

research firm is Nielsen Media Research.
Page: 99
Custom marketing research firms sell field false

interviewing services to other firms.
Page: 99
After developing the research plan, the false

marketing researcher should define the
problem and research objectives.
Page: 99
The goal of exploratory research is to shed true

light on the real nature of the problem and
to suggest possible solutions or new ideas.
Page: 100
The purpose of causal research is to test a true

cause-and-effect relationship.
Page: 100
James collected primary data when he true

distributed a survey to dorm residents to
discover their attitudes and opinions on
campus life.
Page: 100
Secondary data are data freshly gathered for false

a specific purpose or for a specific research
project.
Page: 100
The goal of ethnographic research is to true

immerse the researcher into consumers' lives
to uncover unarticulated desires that might
not surface in any other form of research.
Page: 101
Sign in
Researchers should generalize findings from false
focus-group participants to the whole
market.
Page: 102
Keeping a survey short and simple and true

contacting customers no more than once a
month are two keys to drawing people into
the data collection effort.
Page: 103
A good example of collecting behavioral true

data would be when a store uses scanners to
read bar codes on products selected by
consumers.
Page: 103
Behavioral research is the most scientifically false

valid research.
Page: 103
Experiments call for selecting matched true

groups of subjects, subjecting them to
different treatments, controlling extraneous
variables, and checking whether observed
response differences are statistically
significant.
Page: 103
Owing to its greater flexibility, a true

questionnaire is by far the most common
instrument used to collect primary data.
Page: 104
Qualitative research techniques are relatively false

structured measurement approaches that
permit limited possible responses.
Page: 104
A questionnaire should contain sophisticated false Sign in

and uncommon words.
Page: 104
If a marketing researcher decides to use a true

Likert scale, the researcher has chosen a
technique wherein the respondent reviews a
statement that shows the amount of
agreement/disagreement with some
product, service, or concept.
Page: 105
A dichotomous question is a question with false

three or more answers.
Page: 105
A scale that describes the respondent's false

intention to buy a particular product is called
a rating scale.
Page: 105
Visualization requires people to create a true

collage from magazine photos or drawings
to depict their perceptions.
Page: 106
Once they have determined the sampling false

unit, marketers must develop a sampling
frame so that a small section in the target
population has a greater chance of being
sampled.
Page: 107
Samples of less than 1% of a population can true

often provide good reliability, with a credible
sampling procedure.
Page: 107
true
Probability sampling allows confidence limits

Sign in
to be calculated for sampling error and
makes the sampling more representative.
Page: 107
The response rate is usually very high for false

mail questionnaires.
Page: 108
If a marketing researcher is looking for a true

contact method that can gather information
quickly and allow the interviewer to clarify
questions if necessary, he or she will choose
the telephone interview method.
Page: 108
A good illustration of what is called the false

arranged interview occurs when interviewers
stop people in a shopping mall or on a busy
street and solicit information necessary to
their research effort.
Page: 109
Online surveys are fast because the survey true

can automatically direct respondents to
applicable questions and transmit results
immediately.
Page: 110
One of the characteristics of good marketing true

research is that it uses multiple methods to
increase confidence in the results.
Page: 113
Marketing researchers should have a healthy true

skepticism toward glib assumptions made by
managers about how a market works.
Page: 113
Marketing expenses and investments as false Sign in

inputs can be quantified only in the long run,
whereas the resulting outputs such as
broader brand awareness, enhanced brand
image, greater customer loyalty, and
improved new product prospects manifest
themselves in the short run.
Page: 114
Marketing-mix modeling is used to estimate true

causal relationships and measure how
marketing activity affects outcomes.
Page: 114
Marketing accountability means that true

marketers must more precisely estimate the
effects of different marketing investments.
Page: 116
Especially popular with such companies as true

Procter & Gamble, marketing-mix modeling
is used to allocate or reallocate expenditures.
Page: 116
Marketing-mix modeling focuses on baseline false

sales or long term effects instead of
incremental growth.
Page: 116
Management can assemble a summary set of true

relevant internal and external measures in a
marketing dashboard for synthesis and
interpretation.
Page: 116
A stakeholder-performance scorecard tracks true

the satisfaction with the company and its
products and services among such entities as
suppliers, banks, and stockholders.

Sign in
Page: 116

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15/04/2018 Marketing Management chapter 4 practice test Flashcards | Easy Notecards

Marketing Management chapter 4 practice test

Cards Quiz Matching

Set Details  Share Helpfulness: +6

created 4 years ago by business_gal 75,342 views

Conducting Marketing Research

List View Comments 0 Related Sets

All Cards 109

________ provide diagnostic information A

________ is the systematic design, collection, C

Anne, a beautician by profession, owns a D

Which of the following types of marketing B

Amity Inc., is a firm which collects and C

A field-service firm is a ________. C

D) consumer marketing research firm

You are the marketing research director of a D

The marketing research process begins by B

Which of the following is considered to be D

If the goal of marketing research is to shed E

Unistar Inc., is an FMCG company that A

A company would like to study the impact of B

The marketing manager needs to know the D

Designing a research plan calls for decisions

________ are data that were collected for B

Before Sandra opened her florist shop she B

Primary data can be collected in several C

________ approach uses concepts and tools D Sign in

The goal of ethnographic research is to E

A(n) ________ is a gathering of 6 to 10 people C

As the marketing manager of Cominform

Why must the researchers avoid generalizing C

Which of the following is used to assess D

The most scientifically valid research is E Sign in

________ is designed to capture cause-and- A

Which of the following rules must be kept in E

Because of its flexibility, ________ are the most A

________ allow respondents to answer in their A

Which of the following is true of qualitative B

A scale that connects two bipolar words is D

A question that respondents can answer in C

"Truancy should be checked in schools: 1) A

An item in a questionnaire states that "most D

If a marketing researcher chooses to use C

In which of the following types of tests is a D

The question "What is your opinion of the C

In which of the following qualitative method B

________ requires people to create a collage C

The primary purpose of ________ is to identify E

With respect to the sampling plan, three D

During a focus-group session, one set of C

According to the concept of ________, a series E

________ measure the interest or emotions C

________ flash an ad to a subject with an A

________ attached to television sets in D

Which of the following statements about E

If a marketing researcher wishes to reach A

biased or distorted by interviewers, he or she

Which of the following is considered to be C

In ________ interviews, researchers stop A

Which of the following is an advantage of E

Which of the following is one of the key

Which of the following is an advantage of D

The ________ phase of marketing research is E

After collecting the relevant information, the E