WorksheetsMKT 4.10-4.16
Total questions: 20
Worksheet time: 10mins
Which is the most significant reason why marketing research is important to businesses?
A It makes competitors take notice of the business.
B It improves financial management.
C It contributes to business success.
DI helps the business to base decisions on opinions.
Which statement about marketing research problems is true?
A Problems that company decision-makers identify are often just symptoms of larger problems that need to be researched.
B Company decision-makers typically finalize marketing research problems prior to involving marketing researchers.
C Marketing research problems are commonly based on specific research objectives and research instruments.
D Marketing research problems are usually only needed when marketing researchers plan to gather external information.
A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. Which type of sampling did the university use?
A Cluster
B Proportionate
C Stratified random
D Simple
The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
A Personal interviews
B Telephone Interviews
C Referral sampling
D Random sampling
Which type of research would a business conduct if it wanted to identify potential issues or opportunities?
A Descriptive
B Experimental
C Exploratory
D Causal
Which research approach do businesses often use to test new product ideas?
A Questioning
B Technological
C Recording
D Experimental
A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. Which research design should it use?
A Exploratory
B Causal
C Descriptive
D Experimental
Which is an example of a secondary source of data that a business can obtain internally?
A Trade journal
B Sales report
C Government web site
D Magazine article
When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. Which type of sampling error contributed to this finding?
A Non-response
B Interviewer bias
C Chance
D The way the question was asked
Which type of research is intended to obtain detailed data about customers' opinions and experiences?
A Sampling
B Qualitative
C Observation
D Forecasting
Which question does establishing a sampling plan for a research project answer?
A What type of product to study
B How many people to survey
C When to conduct an interview
D Why the issue is important
Which is an example of a marketing-research method that is used to collect primary data?
A Customer survey
B Census data
C Trade-journal article
D External reports
Which is the most appropriate data collection method to use when a business wants to determine how its employees interact with customers?
A Experiment
B Observation
C Employee survey
D Telephone interview
Which is a common method of collecting research data that often involves the use of questionnaires?
A Case study
B Mail survey
C Message board
D Behavior chart
Which type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
A Semantic differential
B Linkerk
Sellotape
D Random rating
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers possess which characteristics?
A Open, friendly, and nonjudgmental
B Approachable, opinionated, and organized
C Consistent, biased, and aggressive
D Courteous, passive, and distant
When should researchers ask potentially sensitive questions during an interview?
A Toward the end of the interview
B At the beginning of the inventory to get them out of the way
C Throughout the interview
D At the midpoint of the interview to allow time for the researcher to build rapport
One way a business can help its salespeople demonstrate ethical behavior in selling situations is by performing which action?
A Developing sales quotas
B Establishing gift-giving guidelines
C Making price deals
D Requiring reciprocity
Which situation demonstrates ethical behavior in selling?
A Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors.
B Mrs. Thompson tells John she cannot give him a raise, so he should claim additional expenses on his monthly expense account to make up for it.
C Ron tells the customer she can save an additional $25 if she makes her check out to him instead of the company.
D Mayhew's raises prices on its clothing prior to a 25%-off sale so customers can feel good about the amount of money they are saving.
Taking a client golfing is usually acceptable, as long as which situation exist?
A The salesperson does not talk about business during the outing.
B The business relationship does not include awarding a contract.
C The golf excursion lasts no longer than three hours.
D The salesperson spends no more than $100.
