Stukent Chapter 3 Quiz Review

True or False: Qualitative data represent the motivations or the “whys” behind much of the
data counted with numbers.

• True

• False

What is the act of gathering information relative
to a company’s actions and the factors that affect
the space in which the company operates?

• Real time Research

• Market Research

• Data Analyziz

• Database Marketing

True or False: Conducting a focus group is a good
way for a company to gather secondary data since assembled participants provide responses and perspectives relative to provided topics.

• True

• False

Which of the following is not presented in the chapter as what research helps a company do?

• Better identify target markets

• Build brand credibility

• Determine possibilities regarding potential customers

• Find ways to alter demographic information

Which of the following is not presented in the
chapter as a tip for purchase tracking?

• Look for combinations

• Give attention to promotions

• Consider customer preferences

• Have a moderator

True or False: A mistake that marketers could
make is counting correlation as causation.

• True

• False

True or False: According to the chapter, news
articles are recommended for secondary research.

• True

• False

Brand ________ is represented in how a consumer feels about a given brand.

• Awareness

• Perception

• Analysis

• Correlation

These are various characteristics used to identify individuals and often applied in grouping people
in determined categories.

• Demographics

• Qualitative Data

• Quantitative Data

• Respondents

Tips for purchase tracking include 1) Look for combinations, 2) Give attention to promotions,
and 3) ________.

• Represent your target market

• Consider customer preferences

• Research the organization

• Read Abstracts