A.S.K. Marketing Pre-test: Questions 11-20

In order to make marketing decisions that will help them remain competitive, businesses often monitor  their competitors' __________ activities.

• promotional

• management

• personnel

• financial

Which of the following is a disadvantage of the focus-group method for data collection:

• It raises concerns about privacy

• It fails to reveal attitudes or motives

• Focus groups are difficult to design for marketing purposes

• Strong personalities can “take over” the group

Neutral survey items are simple, nonthreatening questions that establish rapport and put the respondent at ease. Neutral questions should be placed __________.

• in a separate post-survey questionnaire.

• at the end of the survey.

• in the middle of the survey.

• at the beginning of the survey.

 Ralph is a marketing statistician who is examining data gathered from a recent survey. The survey asked men ages 18-35 how often they shave in a given week. Most men said they shave every day, or 7 times a week. The number 7 in this data set would be the:

• mode

• kurtosis

• mean

• median

Angela is conducting a research study on whether too much television harms children. Angela believes that it does, and she asks the participants leading questions to support her belief. Angela's study will not be accurate because of:

• processing errors

• researcher bias

• financial constraints

• a measuring error

Channel 10 News recently aired a story about a local restaurant providing meals for the winter holidays to people in the community experiencing homelessness. The news story is an example of:

• retailing

• distribution

• pricing

• publicity

Which of the following types of buying motives do companies focus on when building trusting relationships with their customers?

• Reputation

• Emotional

• Rational

• Brand

In the past month, Anna has purchased Lay's mesquite-barbeque chips, Shearer's kettle-cooked potato chips, and Utz's wavy potato chips. What type of buying behavior is Anna exhibiting?

• Variety-seeking

• Price-oriented

• Brand-preference

• Quality-based

April and Mark are making plans to open a fashion boutique in an expensive upscale mall in the suburbs. They plan to advertise their shop and put on fundraising fashion shows for charity. Which of the following would be the most appropriate product for them to offer:

• $20 basic jeans

• $5 earrings

• $15 turtleneck

• $200 silk blouse

The customer characteristic that reflects where customers fit in the day-to-day buying routine is known as:

• personal belief

• origin or heritage

• socioeconomic status

• life stage