Module 4 Marketing
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- 1.A lot of modern market research is about?
- A.
Tracking customer satisfaction/dissatisfaction
- B.
Tracking trends in demand
- C.
Testing marketing theories
- D.
A and C
- E.
A and B
- F.
B and C
- 2.is used to help define the problem.
- A.
Exploratory research
- B.
Descriptive research
- C.
Cause and effect research
- 3.Data collection is the step in the market research process.
- A.
First
- B.
Second
- C.
Third
- D.
Final
- 4.The most difficult step in the market research process is .
- A.
Preparing the report
- B.
Analyzing the data
- C.
Choosing the research technique
- D.
Defining the problem and research objective
- 5.The study of whether redesigning an online site increases the sales to click conversion rate is_ .
- A.
Exploratory research
- B.
Descriptive research
- C.
Cause and effect research
- 6.A lot of data-mining of company sales records involves .
- A.
Cross-sectional research
- B.
Cross-functional research
- C.
Cause and effect research
- D.
Longitudinal research
- 7.Hanging photos of customer visits in meeting rooms ___________ .
- A.
Is distracting
- B.
Is a way of owning the meeting room
- C.
Keeps the focus on the customer
- D.
Should be accompanied by photos of the production process
- 8.Observational research led IKEA to design ___________ for its Japanese customers.
- A.
Much smaller furniture
- B.
Much larger furniture
- C.
Much more padded furniture
- D.
A whole new line of furniture
- 9.Qualitative research is?
- A.
Used to learn about customer motivations, beliefs and preferences
- B.
Not representative of the market
- C.
Conducted with small numbers of respondents
- D.
All of the options are true
- 10.Customer visits are very good for generating .
- A.
Options and sales leads
- B.
Options and new ideas
- C.
New ideas and sales leads
- D.
Options and sales leads
- 11.When making a customer visit .
- A.
Do not consult the sales, as they will get in the way
- B.
Talk in jargon to impress customers
- C.
Do not prepare a list of questions, keep it spontaneous
- D.
Talk amongst yourselves about what you saw
- 12.One of the major weaknesses of using qualitative research to select new product development options is .
- A.
The time required
- B.
The cost
- C.
It is qualitative data
- D.
The small sample size
- 13.The step in focus group research is to choose a moderator.
- A.
First
- B.
Second
- C.
Third
- D.
Last
- 14.How many focus groups should you run?
- A.
1-4
- B.
5-8
- C.
Until you learn nothing more
- D.
Until you have a representative sample
- 15.Focus groups can be used to make go-no go decisions when .
- A.
You have a very good moderator
- B.
You ask the right questions
- C.
The reaction is extreme
- D.
The reaction is lukewarm and divided
- 16.It is to have management watch a focus group as they will want to interrupt and add new questions to be asked.
- A.
A good idea
- B.
Not a good idea
- C.
Very frustrating and disruptive
- D.
Very uncommon
- 17.A probability sample is a sample where all respondents in the population or segment to be studied have of being chosen to be in the sample from the population/segment being studied.
- A.
An unknown probability
- B.
A known chance
- C.
A known (non-zero) chance
- D.
A known probability
- 18.Typical samples range in size from?
- A.
50-100
- B.
100-200
- C.
200-500
- D.
400-1000
- 19.A survey of a whole population is called .
- A.
A 100% sample
- B.
A precise sample
- C.
A census
- D.
A waste of money
- 20.Online research samples are representative of the whole population.
- A.
Not
- B.
Sometimes
- C.
Frequently
- D.
Always
- 21.If you increase the size of a sample four times you the precision.
- A.
Halve
- B.
Double
- C.
Triple
- D.
Quadruple
- 22.A convenience sample is a sample that is gathered from?
- A.
Convenience shoppers
- B.
A convenient pool of customers or potential customers
- C.
Standing outside restrooms
- D.
Interviewing convention participants
- 23.Non-response error is most effectively avoided by?
- A.
Eliminating non-respondents from the sample
- B.
Persistently asking reluctant respondents to participate
- C.
Interviewer politeness
- D.
Paying the respondents generously for their response time and effort
- 24.Consumers are often reluctant to participate in survey research because?
- A.
They are so busy
- B.
The incentives are too little
- C.
They suspect the study is bogus and really a sales pitch
- D.
All of the above
- 25.The online chatter about your products, service and marketing is sometimes called?
- A.
Word-of-mouth
- B.
Gossip
- C.
Word-of-mouse
- D.
Social influence
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