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Chapter 2 Market Research quiz 1. Which of the following is an advantage of telephone surveys? A) It provides a high depth of response. B) It prevents the abuse of phone by solicitors. C) It reduces the time taken to collect data substantially. D) It provides a proportionate coverage of lowincome segments. 2. Which of the following is an example of qualitative research? A) Mathematical modeling B) Long interviews C) Observational research D) Experiments 3. Which of the following is a benefit of using focus groups as a method of data collection? A) It is free from bias from the moderator. B) It is a relatively low cost technique. C) It can have a large sample size. D) It does not need expert moderators 4. The management team at Mercury, a department store, has received feedback from the customer service department that the store's exchange policy creates a lot of stress for customers. The customers need to visit several counters before their product is finally exchanged with another. All attempts to interact with customers to study the problem have failed because consumers chose to become hostile, rather than giving any constructive feedback. The team is now planning to conduct market research by monitoring people's behavior as they wait in line for products to be exchanged. What type of research is the store conducting? A) Surveys B) Observational research C) Focus group research D) Experimental research 5. One advantage of internet surveys is: A) that realtime data processing is possible. B) that they are accurate and free from respondents' selfselection bias. C) the ease of generating sample frames. D) that responses do not need to be checked for duplication 6. Which of the following is true regarding secondary data? A) It has limited sources which makes the process of gathering data difficult. B) It is always available for strategyspecific research questions. C) It is more expensive than primary data. D) It is data that had previously been collected for other purposes 7. _____ is a kind of research which involves interacting with a single respondent for several hours. A) Mathematical modeling B) Observational research C) Long interview D) Experimental research 8. What kinds of people buy our products, where do they live, and how much do they earn are questions that aid the _____ process. A) marketing segmentation B) data mining C) environmental assessment D) data collection 9. One of the disadvantages of internet surveys is that: A) they often provide bogus responses. B) they fail to evaluate visual stimuli. C) they cannot provide realtime processing of data. D) they are very expensive 10. A drawback of personal (indepth) interviews is that: A) it does not generate as many ideas as group methods do. B) it has a lesser depth of response than other interviews. C) it has an element if confusion as there is high geographic dispersion. D) it has a high cost per contact for every respondent studied. Chapter 3Consumer behavior quiz 1. David wants to use most of his savings to buy a new car. There is a model that he particularly likes, but he is unsure about whether the car can be driven well in the rocky terrain where he lives. Which of the following factors is affecting David's decision making process for buying this particular car? A) Perceived psychosocial risk B) Postdecision dissonance C) Disconfirmation paradigm D) Perceived functional risk 2. Identify the element which refers to a consumer's perception of the importance or personal relevance of an item A) Product involvement B) Product features C) Promotional influences D) Product packaging 3. _____ are groups which contain people who have more frequent interactions among themselves than with the population at large and thus tend to think and act alike in some. respects. A) Subcultures B) Outgroups C) Dyads D) Cliques 4. Which of the following sources of information regarding a purchase decision refers to handling, examining, and trying out the product while shopping? A) Internal sources B) Marketing sources C) Public sources D) Experiential sources 5. Sarah is afraid she has overplanned 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 had a portable water slide installed for the party. Which of the following observations about Sarah's perceived risk is true? A) Concern about what the other parents will think means Sarah's perceived psychosocial risks are high B) Concern about what the other parents will think means Sarah's perceived functional risks are high and perceived risks are low. C) The purchases for the party created equally strong notions of functional and psychological risks. D) There are no perceived risks in this situation. Business Government and Institutional Buying qui 1. Why do nonprofit organizations purchase products and services? A) To primarily maintain their market share and widen their customer base B) To resell products and services at a profit C) To maintain their operations and serve their clientele D) To use them to produce goods and services for sale through retail chains 2. _____ refers to a system of replenishing parts or goods for resale immediately before they are needed. A) Vendor managed inventory B) Justintime inventory C) Inventory credit D) Sole sourcing 3. The complexity of the purchase that is to be made is a major consideration that affects the purchase decision. Which of the following types of organizational purchases would be the most complex? A) Justintime inventory B) Straight rebuy C) New task purchase D) Modified rebuy 4. What is the function of the NAICS? A) It measures ecommerce activity in 27 countries, providing insights into 37 marketplaces via interviews. B) It provides consumer panel service for tracking retail purchases and motivations. C) It provides information about the number of establishments, sales volume, and number of employees in each industry broken down by geographic area. D) It collects store tracking data used with consumer panel data to track the influence of advertising on consumers of packaged goods 5. A central computer system at the Saturn car manufacturing plant in Spring Hill, Tennessee, orders preinspected parts, from a single supplier at a specific time. The goods are delivered at one of the plant's 56 receiving docks. From this information, it can be inferred that the Saturn plant relies primarily on _____ for these purchases. A) straight rebuy B) consolidated purchases C) new task purchases D) modified rebuys 6. Lauren Peters started Books Galore, a chain of libraries that she managed with the help of Mary Wills, her manager, for over a decade. Mary was aware that finding qualified librarians who were committed to their job was difficult especially considering the number of branches Books Galore had. She decided to look up how computers could be used to meet their needs and found an advertisement for an \"ERegister\" which controls and facilitates the lending and locating of books in a library. She decided to propose the idea of installing these devices in their libraries. Mary is a(n) _____ in this scenario. A) buyer B) gatekeeper C) initiator D) decider 7. Which is the first step in the organizational buying process? A) Postpurchase evaluation B) Vendor analysis C) Purchase activities D) Organizational need 8. Marketing to producers and intermediaries is called _____. A) businesstobusiness marketing B) affiliate marketing C) test marketing D) internal marketing 9. Helen works in the HR department of Seven Hills Diagnostic Centre. The administration department has informed Helen that many of the new nurses and attendants who have joined often leave before their shift ends by having someone forge their signature on the attendance sheets. When Helen confronted some of these nurses, they grew defensive and accused Helen of making baseless claims. Helen is now considering having fingerprint recognition device installed to record employee attendance. Helen is currently at the _____ stage of the A) vendor analysis B) organizational need C) postpurchase evaluation D) purchase activity 10. An executive might recognize a need for faster computers and start the purchasing process. This is an example of a(n) _____. A) influencer B) decider C) gatekeeper D) initiator Market segmentation quiz 1. World Explorer Cruises advertises that it sells "Cruises for your heart, mind and soul. Even better, it comes in a pintsized budget!" What segmentation is the cruise line using? A) Demographic segmentation B) Mass market segmentation C) Geographic segmentation D) Benefit segmentation 2. \"The Greedy Hand\" is a book on the U.S. income tax system. Its publisher has targeted the book at people who hold Libertarian political beliefs and who listen to conservative radio talk shows. The publisher has used _____ segmentation in this scenario. A) mass market B) post hoc C) psychographic D) geodemographic 3. Vet Meds is the pharmaceutical branch of a large medical research centre for animals. Vet Meds often conducts surveys at veterinary hospitals and private clinics for animals to identify potential areas for improvisation and growth. The company noted that many domestic petowners reported finding it extremely difficult to give their dogs oral medications owing to the bitter taste of the medicines, which remained even when the medicines were mixed with food. In response to this finding, Vet Meds released oral medicines for dogs which came in various meat flavors. Vet Meds used which of the following segmentation approaches to satisfy consumer needs? A) Benefit segmentation B) Psychographic segmentation C) A priori segmentation D) Social segmentation 4. Thinkers, according to the VALS model, are motivated primarily by _____. A) selfexpression B) ideals C) achievement D) image 5. An advertisement for First Union Bank describes the bank as not only providing all banking services a consumer could ever want, but also offering brokerage house services. Instead of just competing against banks, First Union increased its versatility by positioning its services: A) based on superiority to competitive products. B) in terms of particular types of service users. C) relative to a class of products or services. D) in terms of its position as a cost leader