ETR chapter 12

These questions provide data that are more difficult to tabulate and the answers can be difficult to compare. A. Categorical questions B. Open-ended questions C. Scalar questions D. Dichotomous questions

b

This form of survey has the lowest return rate and does not allow for much flexibility. A. Mail B. Face To Face C. Telephonic D. Internet

aa

A Web-based program that uses artificial intelligence technique to automate tasks such as searches is called a(n) A. e-tailer. B. bot. C. blogger. D. tag identification.

b

A data collection method using a questionnaire is called A. secondary research. B. a survey. C. a focus group. D. ethnographic research

b

If you are asked a question: What is your ethnicity? White, African American, Hispanic, Asian, other, it reflects a _____ question. A. open-ended B. categorical C. dichotomous D. scalar

b

The challenge in _____ is finding data. A. primary research B. secondary analysis C. ethnographic research D. focus group

b

Which of the following is a problem with secondary data? A. It may not be economical B. It may not be timely C. It may be too user-friendly D. It may be competitive

b

_____ refers to systematic collection and interpretation of data to support future marketing decisions. A. Marketing plan B. Marketing research C. Socialization D. Sales forecasting

b

Data gathered by simple observation seeing what customers do rather than asking them refers to A. focus group. B. survey methodology. C. ethnographic research. D. secondary research.

c

Noel is a management student who needs to conduct primary data for his project on "Retail Marketing." He goes to a local department store and observes customers. He makes a note of the different products the customers choose, and the time they spend in making decisions in choosing different products. Which of the following best explains this type of research? A. Focus group B. Survey C. Secondary D. Ethnographic

d

Which of these is not a close-ended question type? A. Scalar B. Dichotomous C. Categorical D. Subjective

d

A form of data gathering from a small group led by a moderator is called A. focus group. B. survey methodology. C. ethnographic research. D. secondary research.

a

Creating a(n) _____ plan is the first step in putting together your business plan. A. marketing B. operational C. financial D. human resource

a

Identify the form of questions that gives you several predetermined groups from which to choose. A. Categorical questions B. Scalar questions C. Dichotomous questions D. Open-ended questions

a

One of the most important pieces of the marketing plan that determines your profitability and ultimately whether you will stay in business or not is A. knowing what your sales will be. B. regulations that affect your business. C. estimating the human resource need. D. having the succession plan in place

a

Questions that allow respondents to express themselves as they choose are called _____ questions. A. open-ended B. categorical C. dichotomous D. scalar

a

The characteristic that separates one company from another in product, price, promotion and/or distribution, is referred to as A. differential advantage. B. sales forecasting. C. marketing research. D. ethnographic research.

a

_____ research is research gathered to answer a specific marketing question. A. Primary B. Post secondary C. Secondary D. Consumer

a

Ethan is a marketing research executive for Coca Cola. Recent sales figures suggest that the sales for Coke have fallen drastically in Cincinnati, Iowa. The regional manager wants Ethan to conduct a market research in Cincinnati. Which of the following research should Ethan use? A. Post secondary B. Secondary C. Primary D. Closed

c

Examining the current situation includes all of the following EXCEPT A. what your existing competition is doing. B. how you define your product or service. C. how will you solve employee grievances. D. to whom will you sell.

c

Open-ended questions are best for all of these EXCEPT A. gathering preliminary information. B. when samples are small. C. comparing groups and statistical analysis. D. when there are data that is difficult to get any other way.

c

Questions that have only two possible choices are called _____ questions. A. open-ended B. categorical C. dichotomous D. scalar

c

Which of following is the most expensive survey method? A. Mail B. Phone C. In-person D. On line

c

Which of the following are the two major types of questions used in surveys? A. Formal and informal B. Primary and secondary C. Open-ended and close-ended D. Personal and professional

c

Which of the following is also known as competitive advantage? A. Marketing strategy B. Sales forecasting C. Differential advantage D. Marketing research

c

Which of the following is an informal approach and a good way to test your questions to make sure your audience understands exactly what you are asking? A. Ethnographic research B. Survey C. Focus group D. Branching

c

With _____ questions, it is much easier to compare groups and statistically analyze. A. informal B. open-ended C. close-ended D. subjective

c

_____ questions can help you find new niches and perfect your product or service before you introduce it. A. Categorical B. Dichotomous C. Open-ended D. Scalar

c

_____ refers to information already collected for some other purpose than the current problem. A. Primary data B. Open-ended research C. Secondary data D. Closed research

c

Jeff is a market research executive who has prepared questionnaires' for his respondents. The questionnaires allow respondents to answer in either a "Yes" or a "No." This questionnaire can be categorized under which of the following question type? A. Open-ended B. Categorical C. Scalar D. Dichotomous

d