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

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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