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Transcript
The process of collecting and using
information for marketing decision making is
called
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1) market planning.
2) institutional
research.
3) corporate
planning.
4) market research.
1)
2)
3)
4)
The criteria a marketer uses to determine whether
to conduct an internal study or to contract an
outside organization for this purpose is
1) the size of the firm.
2) how quick
information is
needed.
3) cost.
4) the reliability of the
firm’s marketing
staff.
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1)
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2)
3)
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4)
An organization that contracts with clients to
conduct complete marketing research projects is
called a__________________ research supplier.
1) full-service
2) limited-service
3) syndicated
services
4) part-time services
25%
1)
25%
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2)
3)
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4)
A marketing research firm that specializes in
a small number of activities is called a
__________ research supplier.
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25%
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1) full-service
2) limited-service
3) syndicated
services
4) part-time service
1)
2)
3)
4)
How many steps are there in the
marketing research process?
1)
2)
3)
4)
4
5
6
8
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1)
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2)
3)
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4)
________ is one of the least expensive and
most important sources of marketing
information services available to a firm.
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1) Secondary data
collection
2) Primary data
collection
3) Marketing cost
analysis
4) Sales analysis
1)
2)
3)
4)
A master plan or model for conducting
marketing research is called a(n)
1)
2)
3)
4)
hypothesis.
prototype.
primary design.
research design.
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1)
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2)
3)
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4)
Information which has been collected by
others and previously published is referred
to as
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1) sales analysis.
2) secondary data.
3) primary data .
4) marketing cost
analysis.
1)
2)
3)
4)
______ refers to information collected for
the first time specifically for a marketing
research study.
1)
2)
3)
4)
Secondary data
Primary data
Hypothesis
Initial data
25%
1)
25%
25%
2)
3)
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4)
What percentage of research firms currently
conducts some form of Internet research?
1)
2)
3)
4)
30
50
70
80
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1)
25%
25%
2)
3)
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4)
Which of the following is not an
advantage of secondary data?
1) cost of data
collection
2) time required
locating data
3) data is never
obsolete
4) All of these choices
are advantages
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1)
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2)
3)
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4)
The two largest sources of secondary
data come from Statistics Canada and
1) News Week.
2) Industry Canada.
3) Commerce
Canada.
4) Finance Canada.
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1)
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2)
3)
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4)
A sample that gives every member of the
population a known chance of being
selected is called a
1) probability sample.
2) simple random
sample.
3) convenience
sample.
4) nonprobability
sample.
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1)
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2)
3)
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4)
Weekly lotteries, such as those in British Columbia
where every numbered ball has an equal chance
of dropping, are an example of a
1) simple random
sample.
2) stratified sample.
3) convenience
sample.
4) quota sample.
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1)
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2)
3)
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4)
A simultaneous personal interview of a small group
of individuals, which relies on group discussion
about a certain topic is called a(n)
1) research
interview.
2) interpretive
research.
3) controlled
interview.
4) focus group.
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1)
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2)
3)
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4)
_______ focuses on understanding the meaning of
a product and/or the consumption experience in a
consumer’s life.
1) Data mining
2) Interpretative
research
3) Marketing
information systems
4) Business
intelligence
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1)
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2)
3)
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4)
A ________ consists of software that helps
users quickly obtain and apply information in
a way that supports marketer's decisions.
1) marketing decision
support system
2) business intelligence
system
3) quantitative
forecasting system
4) marketing
information system
25%
1)
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2)
3)
25%
4)
An estimate of a company's revenue for
a specified future period is called (a)
1) revenue-stream
forecast.
2) qualitative
forecasting.
3) quantitative
forecasting.
4) sales forecast.
25%
1)
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2)
3)
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4)
A qualitative sales forecasting method that
assesses the sales expectations of various
executives is called the
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1) jury of executive
opinion.
2) Delphi technique.
3) executive
predictive model.
4) executive opinion
forecast.
1)
2)
3)
4)
All of the following are examples of
quantitative methods of forecasting except
for (a/the)
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1) market test.
2) Delphi technique.
3) trend analysis.
4) exponential
smoothing.
1)
2)
3)
4)