Module 4 Marketing

62 Questions | Total Attempts: 424

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Module 4 Marketing

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Questions and Answers
  • 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