Chapter 4 Test Review

What is marketing research?

• The act of creating advertisements

• The act of gathering, analyzing, and interpreting information about a market

• The act of selling products to customers

• The act of designing new products

Which of the following is NOT one of the five steps in the marketing research process?

• Defining the problem

• Collecting relevant information

• Making a sale

• Developing findings

Which type of data is collected for the first time by the researcher for a specific purpose?

• Secondary data

• Primary data

• Quantitative data

• Qualitative data

Which of the following is an example of a high-involvement purchase?

• Buying a candy bar

• Buying a house

• Buying a newspaper

• Buying a pencil

Which of the following best describes qualitative data?

• Data that can be measured and expressed numerically

• Data that describes qualities or characteristics

• Data collected from financial reports

• Data from government statistics

Which step in the consumer purchase decision process involves searching for information about possible solutions?

• Problem recognition

• Information search

• Purchase decision

• Post-purchase behavior

Which of the following is a source of secondary data?

• Surveys conducted by your company

• Government publications

• Focus groups you organize

• Interviews with your customers

Which of the following is an example of derived demand?

• Demand for textbooks because students need them for class

• Demand for ice cream in summer

• Demand for umbrellas during rain

• Demand for raw materials because of increased car production

What is the first step in the B2B buying process?

• Supplier selection

• Problem recognition

• Proposal solicitation

• Order-routine specification

Which of the following is a characteristic of transactional buyer-seller relationships?

• Long-term collaboration

• Focus on price and efficiency

• Shared goals and strategies

• High trust and commitment