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WorksheetsChap 2
Total questions: 64
Worksheet time: 32mins
Name
Class
Date
1.
Systematic process of searching, collecting, analyzing and interpreting information to helps marketing manager making effective marketing decision.
a)
Internal databases
b)
Competitive marketing intelligence
c)
Marketing research
d)
Marketing Information System
2.
The set of information that helps marketer improve strategic decision making by understanding the consumer environment, assessing, and tracking competitors' actions, and providing early warnings of opportunities and threats.
a)
Internal databases
b)
Competitive Marketing Intelligence
c)
Marketing information system
d)
Consumer insight
3.
The systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace.
a)
Marketing Information System
b)
Internal databases
c)
Consumer insight
d)
Competitive Marketing Intelligence
4.
Collections of consumer and market. information obtained from data sources within the company's network.
a)
Marketing research
b)
Consumer insight
c)
Internal databases
d)
Competitive Marketing Intelligence
5.
A depth of understanding of consumers.
a)
Consumer insight
b)
Internal databases
c)
Marketing research
d)
Marketing Information System
6.
Because of data-mining technique, consumers themselves are now generating tons of marketing information.
a)
True
b)
False
7.
Companies must design effective marketing information systems that give managers the right information, in the right form, at the right time and help them to use this information to create customer value, engagement, and stronger customer relationships.
a)
True
b)
False
8.
Marketing intelligence can help marketers to assess market potential and market share or measure the effectiveness of pricing, product, distribution, and promotion activities.
a)
True
b)
False
9.
Marketing research is more popular in collecting information, because if usually can be accessed more quickly and cheaply than other information sources.
a)
True
b)
False
10.
Nowadays, marketers don't need more information; they need better information. And they need to make better use of the information they already have.
a)
True
b)
False
11.
Samsung should make use of the internal databases if they want to know how many and what kinds of people will buy its next-generation, ultrathin televisions.
a)
True
b)
False
12.
Starbucks wants to know how customers would react to a new breakfast menu item, they should use marketing intelligence.
a)
True
b)
False
13.
The customer service department keeps records of customer satisfaction or service problems. It is a source of marketing research information.
a)
True
b)
False
14.
The marketing world is filled to the brim with information from innumerable sources.
a)
True
b)
False
15.
The real value of marketing information lies in how it is used in the customer insights that it provides.
a)
True
b)
False
16.
1. “The questionnaire is filled by the respondent.”
a)
Home test
b)
Self-administered questionnaire
c)
Taste test
d)
Telephone survey
17.
2. “A person poses as a consumer and checks the level of service and hygiene in a restaurant, hotel, shop or office.”
a)
Focus group
b)
Mystery shopping
c)
Package test
d)
Sample unit
18.
3. “Survey conducted via internet and being administered on the internet.”
a)
Telephone survey
b)
Mail survey
c)
Online survey
d)
Omnibus surveys
19.
4. “Survey carried out by mailing to the respondent, who completes it and posts it back.”
a)
Experimental research
b)
Interview-administered questionnaire
c)
Sample size
d)
Mail survey
20.
5. “Survey conducted by telephoning the respondent and asking questions.”
a)
Taste test
b)
Focus group
c)
Home test
d)
Telephone survey
21.
6. “A market research agency carries out research for several companies at the same time… long survey… panel respondents.”
a)
Package test
b)
Online survey
c)
Mystery shopping
d)
Omnibus surveys
22.
7. “The questionnaire is filled in on behalf of the respondent by an interviewer.”
a)
Interview-administered questionnaire
b)
Self-administered questionnaire
c)
Home test
d)
Taste test
23.
8. “Consumers try the product at home in real situation.”
a)
Package test
b)
Sample unit
c)
Taste test
d)
Home test
24.
9. “Selecting matched groups of subjects, giving them different treatments, controlling factors, checking differences.”
a)
Focus group
b)
Taste test
c)
Mail survey
d)
Experimental research
25.
10. “Who should we survey?”
a)
Sample unit
b)
Sample size
c)
Online survey
d)
Focus group
26.
11. “How many people should we survey?”
a)
Sample unit
b)
Package test
c)
Mystery shopping
d)
Sample size
27.
12. “Used to test what consumers think about new flavor.”
a)
Self-administered questionnaire
b)
Telephone survey
c)
Focus group
d)
Taste test
28.
13. “A small group plus one moderator… moderator prepares questions for the session.”
a)
Omnibus survey
b)
Online survey
c)
Home test
d)
Focus group
29.
14. “Test ideas for new packaging, could be in a focus group.”
a)
Package test
b)
Experimental research
c)
Mystery shopping
d)
Sample size
30.
A big issue in a survey plan that researchers need to carefully consider is procedure for sampling.
a)
True
b)
False
31.
Cluster (area) sampling is implemented by sectioning the population into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.
a)
True
b)
False
32.
In convenience sampling, researcher selects the easiest population members from which to obtain information.
a)
True
b)
False
33.
In observation research, personal contact method should be used to gather objectively and exactly information.
a)
True
b)
False
34.
In stratified random sampling, the population is divided into mutually exclusive groups and drawn from each group as random sampling.
a)
True
b)
False
35.
Observation is one type of contact methods in gathering information from population.
a)
True
b)
False
36.
Questionnaire is the major research instrument in experimental research.
a)
True
b)
False
37.
Quota sampling is method to take sample for research that the researcher finds and interviews a prescribed number of people in each of several categories.
a)
True
b)
False
38.
Sample size is not matter to researcher in survey research.
a)
True
b)
False
39.
Simple random sample made every member of the population has equal chance of selection.
a)
True
b)
False
40.
With judgment sampling, researcher takes respondent by using his or her judgment to select population members who are good prospects for accurate information.
a)
True
b)
False
41.
A sample is a segment of the (a) selected for marketing research to represent the population as a whole.
42.
(a) questions include all the possible answers, and subjects make choices among them.
43.
Closed-ended questions, provide answers that are easier to interpret and (a) .
44.
Normally, the hardest step in the research process is defining the (a)_____________ and research (b)_____________.
(a)
45.
(a) allow respondents to answer in their own words.
46.
(a) are useful in exploratory research.
47.
(a) are very flexible—there are many ways to ask questions.
48.
Questions should be arranged in a (a) order.
49.
Researchers must (a) and analyze the collected data to bring valuable to marketing manager.
50.
Researchers should start by gathering (a) data.
51.
Simple, direct, and unbiased wording are requirement in designing (a) .
52.
The (a) research is to describe things, such as the market potential for a product or the attitudes of consumers who buy the product.
53.
The sample should be (a) so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.
54.
To gather preliminary information that will help define the problem and suggest hypotheses, the researcher should make the (a) research.
55.
To test hypotheses about cause-and-effect relationships, the research can be classified into (a) research.
56.
Once a researcher has completed gathering the data needed to solve the research problem, those data must be manipulated, or processed.
a)
True
b)
False
57.
The purpose of coding data is to place the data in a form that will answer the marketing manager's questions.
a)
True
b)
False
58.
Before editing and coding, the researcher needs to undertake the process of analysis.
a)
True
b)
False
59.
Data analysis may involve statistical analysis by tabulating the data and developing frequency distributions and qualitative analysis.
a)
True
b)
False
60.
The purpose of marketing research is to aid managers in making effective marketing decisions.
a)
True
b)
False
61.
The end result of the research process must be a report that usefully communicates research findings to management.
a)
True
b)
False
62.
Coding data is a step to bring collected data into non-numeric code, so that responses cannot be changed during the processing.
a)
True
b)
False
63.
The research process can be considered as a waste if the researcher does not communicate the findings for marketing managers to understand them.
a)
True
b)
False
64.
The smaller the standard deviation, the more tightly the values are clustered around the mean; if the standard deviation is high, the values are widely spread out.
a)
True
b)
False
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