Principals of Marketing MKT 120 TEST 2

___________ (is/are) electronic collections of information obtained from data sources within the company.

Internal databases

Achievement and success, activity and involvement, efficiency and practicality are basic American cultural values.

True

Asian Americans are the most affluent U.S. demographic sub-segment.

True

By itself, marketing information has no worth; its value comes from its use-from the customer insights it provides and their impact on decision making.

True

E-procurement is purchasing through electronic connections between buyers and seller-usually online

True

In a straight rebuy, the buyer reorders something without any modifications.

True

Lifestyle is a person's pattern of living as expressed in his or her psychographics.

True

Marketers are working to harness the power of social networks to promote their products and build closer customer relationships through social media sites like: Facebook, Twitter, YouTube, Pinterest, and LinkedIn.

True

Online social networks consist of blogs, social networking Web sites, and other online communities where people socialize or exchange information and opinions..

True

Secondary data consists of information that already exists somewhere, having been collected for another purpose.

True

The African American population in the United States is growing in affluence and sophistication.

True

The Hispanic consumers, particularly first-generation immigrants, are very brand loyal, and they favor brands and sellers who show special interest in them.

True

Interviewer bias is a potential problem is each of the following research methods, except which one?

mail survey research

The real value of marketing research and _______________ lies in how it is used-in the insights that it provides

marketing information

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization is called ____________.

marketing research

A ________ is a need that is sufficiently pressing to direct the person to seek satisfaction.

motive

A neighborhood bank is evaluating a possible new branch location by checking traffic patterns in and around the new location. ___________is the appropriate research approach for gathering primary data.

observational research

Sue Smith is interested in conducting a marketing research study using homemakers in the mid-western U.S. She is ready to embark upon designing the sample for the study. Her primary requirement is to ensure that she can calculate confidence limits for sampling error. Sue is looking into a __________.

probability sample

___________ can be used to collect large amounts of information at a low cost.

Online

All of the following statements about social class systems are accurate, except which one?

Social class is determined by single factor, such as income

All of the following are problems associated with survey research, except which one?

Survey research can be used to obtain many different kinds of information in many different situations.

___________ needs arise from states of tension such as hunger, thirst, or discomfort.

Biological

___________ is best suited to gathering causal information.

Experimental research

______________ needs arise from the need for recognition, esteem, or belonging.

Psychological

All of the following statements are accurate descriptions of closed-end questions, except which one?

Respondents answer in their own words to questions.

_______________ consists of information that already exists somewhere, having been collected for another purpose.

Secondary data

According to Maslow's Hierarchy of Needs the Esteem Needs level is based on the consumer's need for self-esteem, recognition and status.

True

In business, there are three major types of buying situations except which one.

buying center

The objective of ______________ is to test hypotheses about cause-and effect relationships.

causal research

To describe things, such as the market potential for a service or the psychographics and attitudes of consumers who buy the service, is the objective of _____________.

descriptive research

The objective of _____________ is to gather preliminary information that will help define the problem and suggest hypothesis

exploratory research

Buying behavior is influenced by the stages through which families pass as they mature over time, called __________

family life cycle

A person's pattern of living expressed in his or her activities, interests, and opinions is __________________.

lifestyle

Information collected for the specific purpose at hand is called _________________.

primary data

The __________ is by far the most common research instrument to collect data.

questionnaire

Government agencies, industry associations, business publications, and news medium are examples of sources from which _______________ may be obtained.

secondary data

Using commercial online databases, marketing researchers can conduct their own searches for ______________.

secondary data sources

When consumers are affected by marketing messages they are not aware of, it is called ___________

subliminal advertising

_____________ consists of the activities people are expected to perform according to the persons around them.

A role

____________ is the mental process through which an individual passes from first learning about an innovation to final adoption

Adoption process

All of the following are spelled out clearly in the research plan, except which one?

All of are clearly spelled out.

__________ describe(s) a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

Attitudes

__________ is discomfort or a state of ambiguity caused by post-purchase conflict.

Cognitive dissonance

All of the following values are germane (or common) to the U.S. society, except which one?

Collectivism as a value is stressed from a very young age.

___________ refers to the behavior of individuals and households who buy goods and services for personal consumption.

Consumer buying behavior

Implementing the research plan is often the hardest step in the research process.

False

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

False

Researchers usually start by gathering primary data.

False

When the Army used to the recruitment slogan "Be All You Can Be", they where using which level of Maslow's Hierarchy of needs?

Self-Actualization needs

____________ provide greater flexibility and have higher cost per respondent than mail surveys.

Telephone interviews