Question 1

"What is your opinion of Air Canada?" is an example of what might be called the semantic differential.

Accepted Answer

A) True 
 B)False

Question 2

What is the "chief" advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Accepted Answer

The answer of What is the "chief" advantage of using...

Question 3

Marketers must be able to justify marketing _________ to senior management.

Accepted Answer

A)  product quotas 
B)  personal character traits 
C)  expenditures 
D)  own training 
E)  employees

Question 4

Sales-variance analysis measures the relative contribution of different factors to a gap in sales performance.

Accepted Answer

A) True 
 B)False

Question 5

If a marketing researcher chooses to use word associations, the researcher is using ________.

Accepted Answer

A)  closed-end questions 
B)  Likert scale questions 
C)  open-end questions 
D)  rating scale questions 
E)  semantic differential questions

Question 6

Which of the following types of tests matches to a question that shows a picture and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Accepted Answer

A)  story completion 
B)  completely unstructured question 
C)  thematic Apperception Test (TAT) 
D)  word association 
E)  holistic association

Question 7

Characterize the structure and purpose of a focus group.

Accepted Answer

The answer of Characterize the structure and purpose of a...

Question 8

A Canadian high-tech start-up is considering gathering primary research on reactions to their new software product via the Internet. What are four advantages of conducting marketing research online that they could consider?

Accepted Answer

The answer of A Canadian high-tech start-up is considering gathering...

Question 9

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

Accepted Answer

A) True 
 B)False

Question 10

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modelling to estimate casual relationships and how marketing activity affects outcomes.

Accepted Answer

A)  distributor satisfaction surveys 
B)  quality ratios 
C)  end-user samples 
D)  salesperson satisfaction scales 
E)  marketing metrics to assess marketing effects

Question 11

Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

Accepted Answer

A)  behavioural data 
B)  surveys 
C)  focus groups 
D)  experiments 
E)  observation

Question 12

Companies undertake surveys to learn about people's knowledge, ________, preferences, and satisfaction, and to measure these magnitudes in the general population.

Accepted Answer

A)  intelligence and literacy 
B)  beliefs 
C)  deepest secrets 
D)  inner id 
E)  psyche

Question 13

Marisol is reviewing how to re-figure a variety of expenses and costs associated with a recent marketing effort. Her first task is to identify the direct costs associated with that effort. Which of the following would be the best example of a direct cost associated with a marketing effort?

Accepted Answer

A)  rent 
B)  sales commissions 
C)  top management salaries 
D)  interest on debt 
E)  taxes

Question 14

________ allow respondents to answer in their own words and often reveal more about how people think.

Accepted Answer

A)  Dichotomous questions 
B)  Open-end questions 
C)  Likert scale questions 
D)  Multiple choice questions 
E)  Semantic differential questions

Question 15

Create a question and an associated scale that illustrate a purchase probability scale.

Accepted Answer

The answer of Create a question and an associated scale...

Question 16

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

Accepted Answer

A) True 
 B)False

Question 17

________ is(are) the set of measures that helps firms to quantify, compare, and interpret their marketing performance.

Accepted Answer

A)  Demographics 
B)  Marketing diagnostics 
C)  Marketing metrics 
D)  Marketing intelligence 
E)  Psychographics

Question 18

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Accepted Answer

A)  Marketing research 
B)  Marketing intelligence 
C)  MIS (marketing information system) 
D)  Marketing management 
E)  Demographics

Question 19

If a marketing researcher chooses to use a word association question (e.g., "what is the first word that comes to your mind when you hear the following: airline...Air Canada...travel, et cetera), the researcher has chosen which of the following type of question for his or her research questionnaire?

Accepted Answer

A)  open-end question 
B)  Likert scale question 
C)  semantic differential question 
D)  rating scale question 
E)  closed-end question

Question 20

Which of the following should be considered as a disadvantage by a marketing researcher as he or she considers whether or not to use online research as a means of gathering data?

Accepted Answer

A)  Online can suffer from technological problems and inconsistencies. 
B)  Online research is often slow. 
C)  Online research is usually expensive. 
D)  Online research is one-dimensional. 
E)  Online research suffers from a poor reputation.

Exam 4: Conducting Marketing Research

"What is your opinion of Air Canada?" is an example of what might be called the semantic differential.

What is the "chief" advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Marketers must be able to justify marketing _________ to senior management.

Sales-variance analysis measures the relative contribution of different factors to a gap in sales performance.

If a marketing researcher chooses to use word associations, the researcher is using ________.

Which of the following types of tests matches to a question that shows a picture and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Characterize the structure and purpose of a focus group.

A Canadian high-tech start-up is considering gathering primary research on reactions to their new software product via the Internet. What are four advantages of conducting marketing research online that they could consider?

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modelling to estimate casual relationships and how marketing activity affects outcomes.

Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

Companies undertake surveys to learn about people's knowledge, ________, preferences, and satisfaction, and to measure these magnitudes in the general population.

Marisol is reviewing how to re-figure a variety of expenses and costs associated with a recent marketing effort. Her first task is to identify the direct costs associated with that effort. Which of the following would be the best example of a direct cost associated with a marketing effort?

________ allow respondents to answer in their own words and often reveal more about how people think.

Create a question and an associated scale that illustrate a purchase probability scale.

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

________ is(are) the set of measures that helps firms to quantify, compare, and interpret their marketing performance.

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Which of the following should be considered as a disadvantage by a marketing researcher as he or she considers whether or not to use online research as a means of gathering data?