MKTG 203 - Test #1 Review

The two types of marketing research based on the specificity of purpose are ____.

• basic and applied
• scientific and non-scientific
• cross-sectional and qualitative
• quantitative and qualitative

Which activity is LEAST important in the marketing research process?

• searching for and collecting information
• developing theories
• analyzing data
• making results publicly available

Which type of marketing research is conducted to address a specific marketing decision for a specific organization?

• basic
• qualitative
• quantitative
• applied

All of the following are a type of product research EXCEPT ____.

• concept testing
• product testing
• brand-name evaluation
• pricing analysis

All of the following are types of marketing research EXCEPT ____

• exploratory research
• selective research
• descriptive research
• causal research

All of the following are examples of exploratory research techniques EXCEPT:

• previous research
• pilot studies
• case studies
• experimentation

All of the following are examples of an observational study EXCEPT:

• a mystery shopper pretending to be a customer in a McDonald’s outlet
• a cable laid across the street that records the number of cars that pass
• scanning and recording bar codes of products purchased
• a consumer responding to a questionnaire about advertising

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____

• outdated information
• too expensive
• variation in definition of terms
• different units of measurement

Using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called __

• segment marketing
• target marketing
• database marketing
• electronic marketing

A market researcher who records shoppers’ movement through a grocery store is using which market research method?

• survey
• assessment
• immersion
• observation