Conducting Marketing Research and Forecasting Demand习题及答案详解.docx
- 文档编号:28986957
- 上传时间:2023-07-20
- 格式:DOCX
- 页数:76
- 大小:56.10KB
Conducting Marketing Research and Forecasting Demand习题及答案详解.docx
《Conducting Marketing Research and Forecasting Demand习题及答案详解.docx》由会员分享,可在线阅读,更多相关《Conducting Marketing Research and Forecasting Demand习题及答案详解.docx(76页珍藏版)》请在冰豆网上搜索。
ConductingMarketingResearchandForecastingDemand习题及答案详解
Chapter4:
ConductingMarketingResearchandForecastingDemand
GENERALCONCEPTQUESTIONS
MultipleChoice
1.________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.
a.Marketingintelligence
b.MIS(marketinginformationsystem)
c.Marketingresearch
d.Demographics
e.Marketingmanagement
Answer:
cPage:
102Levelofdifficulty:
Easy
2.Marketingresearchisnowabouta________billionindustryglobally.
a.$50
b.$21.5
c.$16.5
d.$10
e.$7.5
Answer:
cPage:
102Levelofdifficulty:
Hard
3.Companiesnormallybudgetmarketingresearchat________percentofcompanysales.
a.1to2
b.2to3
c.4
d.6.5
e.10to12
Answer:
aPage:
103Levelofdifficulty:
Medium
4.Whichofthefollowingtypesofmarketingresearchfirmswouldbestbedescribedasbeingonethatgathersconsumerandtradeinformationwhichtheysellforafee(e.g.,NielsenMediaResearch)?
a.Custommarketingresearchfirms.
b.Syndicated-serviceresearchfirms.
c.Specialty-linemarketingresearchfirms.
d.General-linemarketingresearchfirms.
e.Non-profitmarketingresearchfirms.
Answer:
bPage:
103Levelofdifficulty:
Medium
5.Ifamarketingresearchfirmwerealsoknownasafield-servicefirm(e.g.,itsellsitsfieldinterviewingservicestootherfirms),itwouldbecalleda________.
a.custommarketingresearchfirm
b.syndicated-serviceresearchfirm
c.specialty-linemarketingresearchfirm
d.general-linemarketingresearchfirm
e.systematicmarketingresearchfirm
Answer:
cPage:
103Levelofdifficulty:
Medium
6.AllofthefollowingwouldbeamongthewaysthatsmallcompaniescanconductmarketingresearchincreativeandaffordablewaysEXCEPT________.
a.usingtheInternet
b.engagingstudentstodesignandcarryoutprojects
c.checkingoutrivals
d.engagingprofessorstodesignandcarryoutprojects
e.hiringsyndicated-serviceresearchfirmstoconductprojects
Answer:
ePage:
103Levelofdifficulty:
Hard
7.Thefirststepinthemarketingresearchprocessisto________.
a.developaresearchplan
b.definetheproblemandresearchobjectives
c.analyzetheinternalenvironment
d.readmarketingresearchjournals
e.contactaprofessionalconsultant
Answer:
bPage:
103Levelofdifficulty:
Easy
8.Whichofthefollowingisconsideredtobethelaststepinthemarketingresearchprocess?
a.Presentthefindings.
b.Analyzetheinformation.
c.Controltheenvironment.
d.Makethedecision.
e.Draftthereport.
Answer:
dPage:
103Levelofdifficulty:
Medium
9.Themarketingmanagerneedstoknowthecostoftheresearchprojectbeforeapprovingit.Duringwhichofthefollowingstagesofthemarketingresearchprocesswouldsuchaconsiderationmostlikelytakeplace?
a.Step1—definingtheproblem.
b.Step1—creatingdecisionalternatives.
c.Step1—draftingtheresearchobjectives.
d.Step2—developtheresearchplan.
e.Step3—informationcollection.
Answer:
dPages:
104–112Levelofdifficulty:
Medium
10.DesigningaresearchplancallsfordecisionsonallofthefollowingEXCEPT________.
a.draftingresearchobjectives
b.datasources
c.researchapproaches
d.researchinstruments
e.samplingplans
Answer:
aPage:
104Levelofdifficulty:
Medium
11.________aredatathatwerecollectedforanotherpurposeandalreadyexistsomewhere.
a.Primarydata
b.Secondarydata
c.Tertiarydata
d.Inordinate
e.Ordinate
Answer:
bPage:
104Levelofdifficulty:
Easy
12.Primarydatacanbecollectedinseveralways.Whichofthefollowingprimarydatacollectionmethodswouldbeexemplifiedbyconstructingsee-throughmirrorsinaretailstorewherebyconsumers’actionscouldberecorded?
a.Focusgroups
b.Surveys
c.Observation
d.Behavioraldata
e.Experiments
Answer:
cPage:
105Levelofdifficulty:
Medium
13.A________isagatheringofsixtotenpeoplewhoarecarefullyselectedbasedoncertaindemographic,psychographic,orotherconsiderationsandbroughttogethertodiscussatlengthvarioustopicsofinterest.
a.marketmaven
b.virtualresearchmarket
c.consumerdyad
d.focusgroup
e.Nielsensamplefamily
Answer:
dPage:
105Levelofdifficulty:
Easy
14.Companiesundertakesurveystolearnaboutpeople’sknowledge,________,preferences,andsatisfaction,andtomeasurethesemagnitudesinthegeneralpopulation.
a.beliefs
b.psyche
c.innerid
d.deepestsecrets
e.intelligenceandliteracy
Answer:
aPage:
105Levelofdifficulty:
Medium
15.Themostscientificallyvalidresearchis________research.
a.observation
b.focusgroup
c.survey
d.behavioraldata
e.experimental
Answer:
ePage:
106Levelofdifficulty:
Medium
16.Allofthefollowingwouldbeamongthe“dosanddon’ts”ofquestionnairedesignEXCEPT________.
a.makequestionsassimpleaspossible
b.makethequestionsspecific
c.ensurethatfixedresponsesoverlap
d.avoidhypotheticalquestions
e.avoidquestionswithanegativeinthem
Answer:
cPage:
107Levelofdifficulty:
Hard
17.Themostcommoninstrumentusedtocollectprimarydataisthe________.
a.humaneye(throughobservation)
b.Internet
c.barcodereader(behavioraldataresearch)
d.videocamera(e.g.,focusgroupresearch)
e.questionnaire
Answer:
ePage:
107Levelofdifficulty:
Easy
18.Somemarketersprefermore________methodsforgaugingconsumeropinionbecauseconsumeractionsdonotalwaysmatchtheiranswerstosurveyquestions.
a.quantitative
b.qualitative
c.psychographic
d.covert
e.subliminal
Answer:
bPage:
107Levelofdifficulty:
Medium
19.Ifamarketingresearcherobservespeopleusingproducts,shopping,goingtohospitals,takingthetrain,orusingtheircellphones,theresearcherwouldmostlikelybeusingwhichofthefollowingqualitativeresearchgatheringmethods?
a.Behaviormapping
b.Consumerjournals
c.Shadowing
d.Extremeuserinterviews
e.Unfocusgroups
Answer:
cPage:
107Levelofdifficulty:
Medium
20.Ifaquestionnairedesignerdecidestouseascalethatconnectstwobipolarwordswhereintherespondentselectsthepointthatrepresentshisorheropinion,thedesignerismostlikelyusingwhatiscalled________.
a.adichotomousquestion
b.amultiple-choicequestion
c.aLikertscale
d.thesemanticdifferential
e.wordassociationquestion
Answer:
dPage:
108Levelofdifficulty:
Hard
21.Ifamarketingresearcherchoosestouseawordassociationquestion(e.g.,“whatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing:
airline…American…travel,etcetera),theresearcherhaschosenwhichofthefollowingtypeofquestionforhisorherresearchquestionnaire?
a.Closed-endquestion
b.Likertscalequestion
c.Open-endquestion
d.Ratingscalequestion
e.Semanticdifferentialquestion
Answer:
cPage:
108Levelofdifficulty:
Medium
22.Whichofthefollowingtypesoftestsmatchestoaquestionthatshowsapictureandrespondentsareaskedtomakeupastoryaboutwhattheythinkishappeningormayhappeninthepicture?
a.Wordassociation
b.Completelyunstructuredquestion
c.Storycompletion
d.ThematicApperceptionTest(TAT)
e.Holisticassociation
Answer:
dPage:
108Levelofdifficulty:
Hard
23.________isaqualitativeresearchapproachforgettinginsideaconsumer’smindandfindingoutwhattheyarethinkingorfeeling(e.g.,aconsumersaysthattheJohnDeerebrandmakesthemthinkofaruggedMidwesternmalewhoishard-workingandtrustworthy).
a.Wordassociation
b.Aprojectivetechnique
c.Brandpersonification
d.Laddering
e.Visualization
Answer:
cPage:
109Levelofdifficulty:
Medium
24.Mechanicaldevicesareoccasionallyusedinmarketingresearch.Forexample,________flashesanadtoasubjectwithanexposureintervalthatmayrangefromonehundredthofasecondtoseveralseconds.Aftereachexposure,therespondentdescribeseverythingheorsherecalls.
a.atachistoscope
b.thegalvanometer
c.aneye-trackingcamera
d.anaudiometer
e.apupilometer
Answer:
aPage:
110Levelofdifficulty:
Hard
25.Withrespecttothesamplingplan,threedecisionsmustbemade.Thedecisionsare:
thesamplingunit—whoistobesurveyed?
Samplesize—howmanypeopleshouldbesurveyed?
And________.
a.samplecost—howmuchdoessamplingcost?
b.surveyorskill—whowilldothesurveying?
c.samplesecurity—howtoprotectthesampledata?
d.samplingprocedure—howshouldtherespondentsbechosen?
e.samplesupervisor—whowillleadthesamplingeffort?
Answer:
dPage:
110Levelofdifficulty:
Hard
26.Ifamarketingresearcherselectsthemostaccessiblepopulationmembers,heorshewouldhaveselectedthe________samplingmethod.
a.simplerandom
b.stratifiedrandom
c.cluster
d.judgment
e.convenience
Answer:
ePage:
110Levelofdifficulty:
Medium
27.Ifaresearcherfindsandinterviewsaprescribednumberofpeopleineachofseveralcategories,theresearcherisusingthe________samplingmethod.
a.judgment
b.quota
c.convenience
d.cluster
e.simplerandom
Answer:
bPage:
110Levelofdifficulty:
Hard
28.Ifamarketingresearcherwishedtoreachpeoplewhowouldnotgivepersonalinterviewsorwhoseresponsesmightbebiasedordistortedbytheinterviewers,heorsheshouldchoosethe________asthebestwaytoreachpeople.
a.mailquestionnaire
b.telephoneinterview
c.onlineinterview
d.focusgroupinterview
e.cellphoneinterview
Answer:
aPage:
111Levelofdifficulty:
Medium
29.Whichofthefollowingisconsideredtobethemostversatileofthequestioningorinterviewingmethods
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Conducting Marketing Research and Forecasting Demand习题及答案详解 Demand 习题 答案 详解
![提示](https://static.bdocx.com/images/bang_tan.gif)
链接地址:https://www.bdocx.com/doc/28986957.html