MARKETING PRIVACY - BUSSHART

Which of the following is a technology tool that allows a business to observe a customer's Internet activities:

• A. Hyperlink

• B. Cookie

• C. Spam

• D. Host

The Henry Smith Company wants to select a representative group of consumers to survey. What part of marketing research is it doing?

• A. Experimentation

• B. Observation

• C. Analyzing

• D. Sampling

Managers and researchers have formalized their decisions into a statement of what the marketing research study will achieve, known as a

• A. research problem.

• B. relevant variable.

• C. decision problem.

• D. research objective.

The data needed for sales volume analyses and market share analyses come from

• A. sales invoices.

• B. expense reports.

• C. company sales reports.

• D. customer records.

Orson, a researcher, is asking a customer a series of questions during a scheduled meeting. Orson is using the __________ method to collect marketing data.

• A. observation

• B. relational

• C. interview

• D. contact

What is an indirect, mechanical-observation data-collection method that a business can use to obtain accurate information about the specific types of products that its customers are buying?

• A. Point-of-sale scanners

• B. Comment cards

• C. Manual equipment

• D. Sound-wave meters

The following appeared on a recent survey: "Do you agree that the government wastes taxpayers' money by supporting unnecessary programs?" This is an example of a(n)

• A. open-ended inquiry.

• B. indifferent statement.

• C. leading question.

• D. unstated alternative.

Which marketing function helps businesses answer questions like, “Who are our customers?” and “Where are they located?”

• A. Pricing

• B. Product/Service management

• C. Marketing-information management

• D. Promotion

Would a successful business ever change its marketing strategy?

• A. No, once a business has a workable strategy, it should always be used.

• B. Yes, a business should have no more than two marketing strategies.

• C. No, changing marketing strategies is a complicated process.

• D. Yes, changes in the marketplace require changes in marketing strategy.

Businesses need to identify their markets in order to

• A. improve their research methods.

• B. control the costs of production.

• C. reach goals and satisfy customers.

• D. be sure to appeal to all consumers.