1.Creating customer profiles and understanding behavioral characteristics are major focuses of

any marketing research project?(CHECK ONE)

True()

False()

2.In the context of marketing research, which of the following highlights problems and opportunities for marketers that are based on consumers' actual behavior?(CHECK ONE)

Situation analysis()

Ethnography()

3.The Statement of Ethics for the American Marketing Association applies to all marketing functions, including research.(CHECK ONE)

True()

False()

4.Apex Corp. asks its consumers to determine how they perceive the similarities and dissimilarities among relevant product attributes for a group of competing brands.In this case, Apex Corp. is most likely using the technique of....(CHECK ONE)

Concept testing()

Behavioral targeting()

Perceptual mapping()

Bivariate regression analysis()

Analysis of variance (ANOVA)()

5.The purpose of marketing theory is to generate relationships between concepts in a way that is applicable to a wide variety of business and other settings.(CHECK ONE)

True()

False()

6.If a client is unable to get sufficient insight into a testing methodologies strengths and weaknesses prior to purchase from a marketing research supplier, the client can chose another researchsupplier.

True()

False()

7.Marketing research methods are diverse, spanning a wide variety of qualitative and quantitative techniques and borrowing from the disciplines such as psychology, sociology and anthropology.(CHECK ONE)

True()

False()

8.Which of the following is an unethical practice of research users?(CHECK ONE)

Requesting detailed research proposals from research providers with the intention of

Selecting a firm to conduct the research()

Using the designated sample of respondents instead of using anyone who is available to

complete a survey()

Obtaining first drafts of questionnaires from research providers and using the information to

Perform the research project themselves()

Prohibiting market researchers from denanonymizing data()

Using clickstream tracking after removing any identifying information from the data file()

9.Sally browses through different articles featured on Pop.com.She notices ads for skirts that she

Recently viewed on Trendz.com, an online apparel store, being displayed in Pop.com.In this

instance, Trendz.com is using the technique of_________(CHECK ONE)

Perceptual mapping()

Test marketing()

Behavioral Targeting()

Theoretical Sampling()

Concept Positioning()

10.Frugging leads to consumers turning down legitimate inquiries because they do not want to be

solicited.(CHECK ONE)

True()

False()

11.Marketing research plays a critical role in developing competitive intelligence. (CHECK ONE)

True()

False()

12.Which of the following statements is true about the information research process?(CHECK ONE)

It narrows the applicability of the research process in solving organizational problems and creating opportunities()

A more appropriate name for the information research process is now the traditional marketing research process()

It is a systematic approach to collecting, analyzing, interpreting and transforming data into decision-making information()

It is especially useful when costs outweigh the value of the research()

It serves as a written contract between the decision maker and the researcher()