quiz marketing management

QUESTION 1

1. Which of the following types of research methods typically involves discussions among a small number of customers led by an interviewer and is designed to generate insights and ideas about products and brands?

   		Observational research
   		Long interviews
   		Projective techniques
   		Focus groups

QUESTION 2

1. Nutricare Inc. is a leading distributor of health and beauty products in the United States. It wants to expand into the health drinks market segment. It collects data provided by the United States Department of Agriculture (USDA) to find the size of the target population. Identify the type of data Nutricare Inc. has collected in this scenario.

   		Secondary data
   		Primary data
   		A combination of primary and secondary data
   		Big Data

QUESTION 3

1. Which of the following observations about social classes in the United States is true?

   		The middle class makes up more than half of the American population.
   		The proportion of population belonging to the upper class in the U.S. is the smallest.
   		The working class and lower Americans have identical demographic features, consumption goals, and economic capabilities.
   		The social classes are the sole determining factor for the purpose of market segmentation.

QUESTION 4

1. The marketing team at Stacey Collins Inc. is conducting research to determine the reaction of consumers to its new line of genuine leather clothing. The team is drawing a sample and preparing the questionnaires it intends to send out to the sample. It is also deciding whether it will rely mostly on secondary data or primary data to make its decisions. Considering the five Ps of the marketing research process, the marketing team is currently involved in the:

   		determination of research purpose.
   		performance of the research.
   		development of a research plan.
   		processing of research data.

QUESTION 5

1. Which of the following is an example of a marketing influence on consumer behavior?

   		Mani purchased the first pair of denim he saw rather than the Tough Guy pair he wanted since he was pressed for time.
   		Hannah blamed her depression on her purchase of two quarts of Cal’s chocolate chip ice cream.
   		Aliya purchased jewelry at Zenia’s Boutique because it had publicized a sale of up to 70 percent off on all its products.
   		Jayla purchased $150 worth of aquatic plants because her companion convinced her that the plants would enhance the aesthetics of her aquarium.

QUESTION 6

1. Quite often a situation or problem is recognized as needing research, yet the nature of the problem is not clear or well defined, nor is the appropriate type of research evident. In the context of the steps of the marketing research process, this problem immediately lends itself to _____.

   		identifying the purpose of the research
   		conducting the research
   		preparing the research report
   		processing the research data

QUESTION 7

1. Which of the following situational influences on consumer decision making includes an intent or requirement to select, shop for, or obtain information about a general or specific purchase?

   		Current conditions
   		Task features
   		Social features
   		Physical features

QUESTION 8

1. Which of the following takes place during the processing of research data?

   		Preparing the research report
   		Choosing between primary data and secondary data
   		Recording the maximal amount of useful information
   		Interpreting and assessing the research results

QUESTION 9

1. During the _____ stage of the research process, it should be decided whether the company will do its own research or contract with a marketing research specialist.

   		report preparation
   		data processing
   		performance
   		planning

QUESTION 10

1. Irene considers herself an expert on gourmet cuisine, and she has dined at many of the finest restaurants in the United States. On a recent trip to New Orleans, she refused to eat at a restaurant that was reported to have some of the best Cajun food because she thought the décor was tacky and outdated. Which situational influence explains Irene’s refusal to eat at the restaurant?

   		Marketing mix
   		Task features
   		Reference groups
   		Physical features

QUESTION 11

1. The first step in the research process is:

   		to collect data and label data sets.
   		to determine the appropriate marketing strategy based on findings.
   		to prepare a research report.
   		to determine why the research is needed and what it is to accomplish.

QUESTION 12

1. Which of the following is a benefit of observation as a method of data collection?

   		It is accurate in measuring covert behavior.
   		It is useful in studying cross-cultural differences.
   		It can assess attitudes that cause certain behaviors.
   		It can provide clear evidence of causal relationships.

QUESTION 13

1. According to Maslow’s hierarchy, _____ will dominate when all needs are unsatisfied, and in such situations, none of the other needs will serve as a basis for motivation.

   		physiological needs
   		safety needs
   		esteem needs
   		self-actualization needs

QUESTION 14

1. While shopping for books and videotapes, Freda, usually a cheerful girl, selects the book “Happy Hours” from the bookshelf because she was feeling depressed and wanted to read something that would cheer her up. Which of the following situational influences guided Freda’s purchasing decision?

   		Time factors
   		Current conditions
   		Task features
   		Social features

QUESTION 15

1. Tracy has always wanted to become a doctor. She believes that her life’s true calling is to help others and save lives. Tracy works two part-time jobs to pay for medical school. According to Maslow’s hierarchy of needs theory, which of the following gives Tracy her drive and focus?

   		Physiological needs
   		Self-dissonance needs
   		Safety needs
   		Self-actualization needs

QUESTION 16

1. Which of the following statements about product involvement is true?

   		Product knowledge is unrelated to product involvement.
   		The level of product involvement with a product requiring routine decision is the same as that of a product requiring extensive decision making.
   		Product involvement is independent of the group, marketing, and situational influences operating on a potential consumer.
   		A high degree of product involvement encourages extensive decision making by consumers.

QUESTION 17

1. Which of the following statements is true of group sources of information for purchase decisions?

   		They are obtained from a consumer’s past experiences based on consumer groupthink and recall.
   		They are conveyed through promotional activities by marketing managers advertising groups.
   		They involve face-to-face conversations and social media.
   		They involve handling, examining, and using a product as a group.

QUESTION 18

1. Which of the following kinds of research collects data by means of a feedback form through mail, phone, or in person?

   		Experimental research
   		Mathematical modeling
   		Survey research
   		Observational research

QUESTION 19

1. If a market researcher is analyzing the current situation involving the problem to be researched, he or she is most likely working on the _____.

   		performance of the research
   		purpose of the research
   		preparation of the research report
   		processing of research data

QUESTION 20

1. For high-involvement products that require extensive decision making, marketers should provide consumers with:

   		eye-catching advertisements and in-store displays to encourage them to make a purchase.
   		factual information that highlights the competitive advantage of the products.
   		ready availability of the products in a variety of outlets and at competitive prices.
   		minimum information to encourage a quick purchasing process.

QUESTION 21

1. When buying clothes, consumers may shop at several stores and compare a number of different brands and styles before purchasing an item without resorting to a complex analysis of the pros and cons of each brand and style. Identify the type of decision making involved.

   		Extensive decision making
   		Limited decision making
   		Routine decision making
   		Optional decision making

QUESTION 22

1. After an intense workout at the gym, Tim feels famished. On his way home, he stops to buy a burger and fries from a fast-food shop. Which of the following factors influenced Tim’s recognition of a need?

   		Internal stimuli
   		External stimuli
   		Task features
   		Social features

QUESTION 23

1. Isabel wants to open an art gallery in a neighborhood known for its large Hispanic population. However, she is apprehensive about whether or not the people in the neighborhood will be responsive to the unconventional art she sells. To make a decision, she obtains data from the National Statistics Institute which shows the career interests of the people of the neighborhood, most of them being in creative, unconventional fields. Which of the following types of data is she using to aid her decision making?

   		Primary data
   		Secondary data
   		A combination of primary and secondary data
   		Raw data

QUESTION 24

1. Which of the following is the final step of the research process?

   		Processing of research data
   		Data structuring and analysis
   		Preparation of the research report
   		Performance of the research

QUESTION 25

1. Sarah is afraid she has over-planned her son’s sixth birthday party. She is concerned the other parents will ridicule the fact that she hired a magician and a clown, rented three ponies, and arranged for a portable water slide to be installed for the party. Which of the following observations about Sarah’s perceived risk is true?

   		The purchases for the party have created equally strong notions of functional and psychological risks.
   		Concern about what the other parents will think implies Sarah’s perceived functional risks are high and perceived risks are low.
   		Concern about what the other parents will think implies Sarah’s perceived psychosocial risks are high.
   		There are no perceived risks in this situation.

QUESTION 26

1. For a high-involvement product purchase, consumers are likely to:

   		possess low awareness of product features.
   		obtain a high degree of disengagement.
   		develop a high degree of product knowledge.
   		receive a low level of reference group influence.

QUESTION 27

1. Bay Shop, a consumer electronics retailer, wants to know how the shopping needs of its consumers vary according to the days of the week. For instance, consumers tend to buy expensive items over weekends and shop for necessary items—such as batteries—over the week. To obtain relevant data, the store uses the scanner data collected and stored in computer files from its checkout counters. Analysts will use equations to determine relationships between the variables. Which of the following research techniques is Bay Shop most likely using in this scenario?

   		Projective techniques
   		Mathematical modeling
   		Focus groups
   		Observational research

QUESTION 28

1. Which of the following is an example of a marketing source of information for making a purchase decision?

   		An advertisement for a brand of macaroni and cheese
   		Previous experience with a car brand
   		An independent movie review
   		A friend’s review of a brand of doughnuts

QUESTION 29

1. Soy and Soup, a restaurant in the city of Uberlin, wants to open a vegan restaurant in the city of Prim. To ensure that Prim has a market for vegan food, Soy and Soup conducts research on the market. It sends out a team of researchers to conduct short interviews with the public asking a standard set of questions about the kinds of food they enjoy eating and whether they would like to eat at a restaurant that serves only vegan food. Which of the following research methods has Soy and Soup used in this scenario?

   		Experimental research
   		Archival research
   		Survey research
   		Observational research

QUESTION 30

1. An article in a local newspaper ranks the facilities of nursing homes in the immediate neighborhood on the basis of cleanliness, staff-patient ratio, on-staff care providers, and other key determinants. This article would be a typical example of a(n) _____ source of information.

   		marketing
   		social
   		experiential
   		public

QUESTION 31

1. In the context of market research, identify a problem that could invalidate test marketing study results.

   		Test market areas are representative of the market in general in terms of population characteristics, competition, and distribution outlets.
   		Test-market products are advertised or promoted below a profitable level for the market in general.
   		The effects of factors that influence sales, such as the sales force, season, weather conditions, competitive retaliation, shelf space, and so forth, are considered in the research.
   		The test-market period is too short to determine whether the product will be repurchased by customers.

QUESTION 32

1. Which of the following is a research method that deals with manipulating one variable and examining its impact on other variables?

   		Marketing audit
   		Observational research
   		Archival research
   		Experimental research

QUESTION 33

1. _____ is the most common type of consumer decision process, and it is seen in operation in the way consumers purchase most packaged goods.

   		Limited decision making
   		Extensive decision making
   		Routine decision making
   		Alternative evaluation

QUESTION 34

1. Processing research data includes:

   		preparing observational forms for data collection.
   		obtaining and recording the maximal amount of useful information.
   		collecting data by means of a questionnaire, either by mail or phone.
   		editing, structuring, and coding data for statistical analysis.

QUESTION 35

1. In the context of social influences on consumer decision making, identify a true statement about reference groups.

   		Reference group influence is generally considered to be weaker for products that are “public” or conspicuous.
   		The nature of a product and the role an individual is playing during the purchasing process influence which reference group will be consulted.
   		Reference group influence is generally considered to be constant across product categories.
   		Family is secondary to peers as a reference group for people of all ages.

QUESTION 36

1. Marketeers Inc. conducts research to determine the reaction of its employees to certain organizational changes that have recently been implemented. The company wants detailed and personalized responses from a small number of participants within the company. It is willing to spend a large amount of money to get meaningful results. In this scenario, which data collection method will most likely give Marketeers Inc. the data it requires?

   		Personal interviews
   		Focus groups
   		Mail surveys
   		Observation

QUESTION 37

1. Judgment and insight are needed to draw appropriate inferences and conclusions from research results because marketing research studies:

   		imply significant relationships among variables.
   		do not use econometric or statistical techniques.
   		seldom obtain findings that are unambiguous.
   		always use extremely large secondary data sets.

QUESTION 38

1. Jeremy, the manager at Orion Department Store, has noticed fluctuations in the sales of certain products after a change in the store layout. While certain products have shown an increase in sal

    

   Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
   Use Discount Code "Newclient" for a 15% Discount!
   
   NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.