Module 2 quiz
1. Which of
the following types of qualitative research explores the reasoning behind
customer purchase behavior?
Phenomenological research
Exploratory research
Clinical research
Behavioral research
Question 2. Which
of the following is an example of an internal source of secondary data?
A trade publication
A past marketing plan
A trade association
An academic publication
Question 3. Personal
interactions with survey respondents could lead to answers that would not be
given otherwise. This gives rise to the potential for:
Nonresponse bias
Tolerance bias
Focus bias
Interviewer bias
Question 4. Which
of the following is an external secondary data source?
Marketing plans used previously
Call reports submitted by salespeople
Past transaction information from the
accounting department
Trade publications
Question 5. The
most common misuse of focus groups is attempting to use them to:
generate research hypothesis for further
study.
brainstorm for new product ideas.
draw general conclusions.
carry out concept testing.
Question 6. The
estimate of market potential is best described as:
the number of current customers times the
awareness ratio.
the number of current customers times the
potential buying rate.
the number of potential customers times the
potential buying rate.
the number of potential customers multiplied
by the current buying rate.
Question 7. Panel
conditioning refers to a problem where:
panel members do not remain on the panel.
panel members do not represent the underlying
population.
being on a panel changes a member’s behavior.
attitudes and preferences of the panel members
change over the time.
Question 8. Which
of the following best describes the degree to which experimental results can be
generalized to the real world or, more generally, to the target population?
Internal validity
Interpolation
Flexibility
External validity
Question 9. Which
of the following forecasting methods uses certain macroeconomics variables to
forecast changes in the economy, based on the fact that changes in these
variables occur before changes in the economy?
Correlation analysis
Exponential smoothing
Leading indicators
Regression analysis
Question 10. Which
of the following methods of collecting data has the highest response rate?
Personal interviews
Telephone interviews
Internet
Question 11. ________
competition can destroy entire product categories when a major innovation
occurs, so it requires attention, especially for long-run planning.
Product form
Product category
Generic
Budget
Question 12. Which
of the following refers to a group of products that are functional substitutes
of each other?
An industry
A product variant
A product type
A product class
Question 13. Which
of the following best describes the type of information a marketing manager
would need to know when determining the competitor’s major objectives?
Whether they are pursuing growth or
profit-related objectives
The demographics of the competitors’ employees
The demographics of the competitor’s CEO
The contributions to nonprofit organizations
in the previous year
Question 14. A
__________ approach classifies competitors based on customer attitudes and
behaviors.
customer-based
supply-based
market-based
demand-based
Question 15. __________
is the percentage change in one product’s sales due to a percentage change in a
marketing variable (such as price. for another product.
Reverse-elasticity
Demand-elasticity
Cross-elasticity
Supply-elasticity
Question 16. Which
of the following statements is true regarding scenario planning?
This method involves extrapolating historical
sales data into the future.
It can be used only when a lot of data is
available for analysis.
This method involves creating alternative
scenarios of the future.
It is useful when many nonquantifiable factors
affect outcomes in the market.
Question 17. Which
of the following primary sources is excellent in determining competitor sales
pitches, pricing, and other aspects of their activity?
Employees
Sales force and customers
Suppliers
Internet newsgroup
Question 18. In game theory, __________ is a graphic
depiction of the rewards or costs to each player for each possible combination
of strategies.
communication matrix
responsibility matrix
payoff matrix
perceptual matrix
Question 19. Coke and bottled water brands continue to run
sales promotions and compete strongly on price. Clearly, the best solution
would be for neither to promote which would jointly maximize their profits.
However, both are worried that if they stop promoting while the other does not,
they will suffer. As a result, the equilibrium is heavy promotion by both and
lower total profits. With reference to the game theory, this is an example of:
generic equilibrium.
prisoner’s dilemma game.
leader—follower game.
best strategy game.
Question 20. Which of the following best describes a
sophisticated, long-term version of the simulation process?
Conjoint analysis
Scenario planning
Multidimensional scaling
Regression analysis
