MKT 351 C9.txt

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soredd99
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203546
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MKT 351 C9.txt
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2013-02-26 09:58:42
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MKT 351 C9
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MKT 351 C9.txt
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  1. A marketing decision support system allows managers to:
    A.establish lower price points.
    B.gather and use marketing information.
    C.promote environmental issues.
    D.offer creative advertisement campaigns.
    B.gather and use marketing information.
    (this multiple choice question has been scrambled)
  2. Database marketing creates a(n) ________ that contains information on customer profiles and purchase patterns.
    A.computerized file
    B.web-based profile
    C.automated process
    D.model
    A.computerized file
    (this multiple choice question has been scrambled)
  3. Which of the following is NOT an important role of marketing research?
    A.specification
    B.predictive
    C.diagnostic
    D.descriptive
    A.specification
    (this multiple choice question has been scrambled)
  4. All of the following are examples of secondary data EXCEPT:
    A.reports to stockholders.
    B.analysis of competitors' products.
    C.annual reports.
    D.house periodicals.
    B.analysis of competitors' products.
    (this multiple choice question has been scrambled)
  5. If a company calls potential consumers to get their opinions, it is performing:
    A.virtual shopping.
    B.experiments.
    C.ethnographic research.
    D.survey research.
    D.survey research.
    (this multiple choice question has been scrambled)
  6. Which of the following is NOT an example of an open-ended question?
    A.Where is your favorite place to buy electronics?
    B.Who is your biggest influence on what products you buy?
    C.What is your favorite brand of soap?
    D.Are you male?
    D.Are you male?
    (this multiple choice question has been scrambled)
  7. Which of the following is NOT an example of a close-ended question?
    A.Have you ever traveled to a foreign country?
    B.Do you like pancakes?
    C.Which spokesperson seems more trustworthy, Mr. X or Ms. Y?
    D.Why do you prefer to shop at a certain store?
    D.Why do you prefer to shop at a certain store?
    (this multiple choice question has been scrambled)
  8. A company that sends out researchers posing as actual customers is engaging in:
    A.virtual shopping.
    B.ethnographic research.
    C.mystery shopping.
    D.focus groups.
    C.mystery shopping.
    (this multiple choice question has been scrambled)
  9. In market research, a ________ is necessary because it is difficult to impossible to take a census of, or interview, all possible users of a certain product.
    A.sample
    B.segment
    C.cluster
    D.universe
    A.sample
    (this multiple choice question has been scrambled)
  10. The term ________ refers to the group from which the research sample will be drawn.
    A.cluster
    B.actual market
    C.meta-group
    D.universe
    D.universe
    (this multiple choice question has been scrambled)
  11. In its market research, a jewelry company selects a sample with no regard to factors such as income, cultural background, or age. It thus produces a ________ sample.
    A.blind
    B.nonprobability
    C.random
    D.convenience
    C.random
    (this multiple choice question has been scrambled)
  12. An apparel chain conducts market research by interviewing friends and relatives of its employees. This produces a ________ sample.
    A.convenience
    B.probability
    C.random
    D.frame
    A.convenience
    (this multiple choice question has been scrambled)
  13. The ________ method of research allows firms to monitor consumer responses to marketing campaigns in a continuous fashion.
    A.online focus groups
    B.scanner-based research
    C.web survey systems
    D.online panels
    B.scanner-based research
    (this multiple choice question has been scrambled)
  14. ________ is an important source of information on how to overcome a competitor's advantage.
    A.Competitive advantage
    B.Security and privacy
    C.Competitive intelligence
    D.Emotional intelligence
    C.Competitive intelligence
    (this multiple choice question has been scrambled)
  15. Which of the following is NOT an advantage of doing market research through online focus groups?
    A.higher participation rates
    B.reduces cultural barriers
    C.honesty
    D.reduced cost
    B.reduces cultural barriers
    (this multiple choice question has been scrambled)

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