Marketing Chapter 29

Which survey method has been limited by federal law?

• questionnaire

• personal interview

• focus group interview

• telephone interview

Mystery shopping uses what type of method for collecting primary data.

• questionnaire

• personal interview

• focus group interview

• observation

• survey

What type of question is most often used as a filter question?

• a two-choice question

• a one-choice question

• a level of agreement scale

• a rating scale

• a multiple choice question

What type of data do business's own sales figures and customer records provide?

• external secondary data

• internal secondary data

• internal primary data

• external primary data

What is the fastest and most cost-effective form of primary source research?

• experiment

• interview

• observation

• questionnaire

Animation Trends could be a publication read by animation artists as well as video game developers. Therefore, it would be a(n) ____________________ publication.

• experiment

• interview

• observation

• questionnaire

• Trade

A(n) ____________________ group is a group of 8 to 12 people who are brought together to evaluate a product, advertising, package design, or a marketing strategy.

• focus

• trade

• experimental

• primary

• secondary

The ____________________ method is the research method that is used least often.

• focus

• trade

• experimental

• primary

• secondary

If a company cannot find relevant information from previous marketing research studies, the company will need to use ____________________ data.

• focus

• trade

• experimental

• primary

• secondary

A(n) ____________________ question is a survey question to which respondents develop their own responses.

• focus

• trade

• experimental

• primary

• open-ended