Question 1

When the new NHL franchise, the Seattle Kraken, were developing their new brand, which of the following were likely influenced by market research?&#10;A) The logo&#10;B) Their uniform&#10;C) Their season ticket offerings&#10;D) All of the above

Accepted Answer

Market research is likely to have been used to inform the development of all aspects of the Seattle Kraken's brand, including their logo, uniform, and season ticket offerings. Market research would have helped the franchise understand the preferences and priorities of their target audience, which would have guided their decision-making throughout the branding process.

Question 2

Market research provides metrics that can be used for which of the following?&#10;A) Aiding decision making&#10;B) Determining who the most likely consumers are&#10;C) When consumers use a product&#10;D) All of the above

Accepted Answer

Market research can aid decision making by providing important insights into consumer needs, preferences, and behaviors. It can also help determine who the most likely consumers are and when consumers use a product. Therefore, all of the above are valid uses for market research metrics.

Question 3

A Marketing Information System (MIS) contains which of the following components?&#10;A) External records&#10;B) Market awareness&#10;C) Market research&#10;D) None of the above

Accepted Answer

A Marketing Information System (MIS) typically includes components like market research, which involves collecting and analyzing data about consumers and market trends.

Question 4

Which is NOT one of the five criteria for impactful market research?&#10;A) Subjective&#10;B) Systematic&#10;C) Relevant&#10;D) Objective

Accepted Answer

The five criteria for impactful market research are objective, systematic, reliable, valid, and relevant. Subjectivity can lead to biased results and therefore is not included as one of the main criteria.

Question 5

Which path represents the proper market research process?&#10;A) Identifying the research problem and setting objectives > Determining the broad approach and information requirements > Research design > Field data collection > Data preparation and analysis > Report findings&#10;B) Identifying the broad approach and information requirements > Determining the research problem and setting objectives > Research design > Field data collection > Data preparation and analysis > Report findings&#10;C) Identifying the research problem and setting objectives > Field data collection > Research design > Determining the broad approach and information requirement > Data preparation and analysis > Report findings&#10;D) None of the above

Accepted Answer

The proper market research process starts with identifying the research problem and setting objectives, followed by determining the broad approach and information requirements, then creating a research design, collecting field data, preparing and analyzing the data, and finally reporting the findings. Option A follows this sequence correctly. The other options deviate from the correct process.

Question 6

Which of the following statements regarding market segmentation is correct?&#10;A) Market segmentation is the process of dividing a market into distinct subsets of consumers&#10;B) Market segmentation is the process of developing the communication mix&#10;C) Market segmentation is a similar approach to mass marketing&#10;D) Consumer personality can be used as a demographic segmentation variable

Accepted Answer

Market segmentation is the process of dividing a market into distinct subsets of consumers based on their characteristics, needs, or behavior. It helps companies to target specific groups of consumers with tailored marketing strategies and products. Option B is incorrect because developing the communication mix is part of the marketing mix strategy, which comes after market segmentation. Option C is also incorrect, as market segmentation is a more precise approach compared to mass marketing, which targets a wide audience with the same product and message. Option D is incorrect as consumer personality is a psychographic segmentation variable, not demographic.

Question 7

__________ and ___________ are two methods for potential market segmentation.&#10;A) Cultural / Social&#10;B) Initial / External&#10;C) A priori / A posteriori&#10;D) Cluster / Individual

Accepted Answer

A priori segmentation is based on known demographics or characteristics of a target market, while a posteriori segmentation is based on data analysis to identify common characteristics among consumers. Both methods are useful for potential market segmentation.

Question 8

Which of the following stages is NOT included in the family life cycle?&#10;A) Bachelorhood&#10;B) Honeymooners&#10;C) Puberty&#10;D) Dissolution

Accepted Answer

Puberty is an individual life stage and not a stage in the family life cycle. The stages included in the family life cycle are Bachelorhood, Honeymooners, Parenthood, Post-Parenting or Empty Nest Stage, and Dissolution.

Question 9

Income is a:&#10;A) Biased segmentation variable&#10;B) Socioeconomic segmentation variable&#10;C) Psychological segmentation variable&#10;D) Geographic segmentation variable

Accepted Answer

Income is a Socioeconomic segmentation variable because it is a demographic characteristic that is widely used to categorize consumers based on their purchasing power and overall economic status. It is not biased, psychological, or geographic in nature.

Question 10

Which is the fastest growing ethnic minority group in the US?&#10;A) Non-Hispanic Whites&#10;B) Non-Hispanic Asians&#10;C) Non-Hispanic African Americans&#10;D) Hispanics

Accepted Answer

Hispanics are the fastest growing ethnic minority group in the US, largely due to immigration and higher birth rates compared to other groups.

Question 11

Geographic segmentation can vary based on which of the following?&#10;A) Urban or rural&#10;B) City size&#10;C) Country&#10;D) All of the above

Accepted Answer

The answer of Geographic segmentation can vary based on which...

Question 12

Which of the following variables does NOT define social class?&#10;A) Income&#10;B) Education&#10;C) Occupation&#10;D) Land ownership

Accepted Answer

The answer of Which of the following variables does NOT...

Question 13

In the sport industry, the 'Pareto Effect&#34; is also known as the 80/20 rule which states that 80% of _________ come from 20% of ___________.&#10;A) Income / Temporary sport fans&#10;B) Sales / Customers&#10;C) Sales / Events&#10;D) Revenue / Expenses

Accepted Answer

The answer of In the sport industry, the 'Pareto Effect&#34;...

Question 14

Which of the following can be examined through segmentation?&#10;A) Esports&#10;B) Skiing&#10;C) Soccer&#10;D) All of the above

Accepted Answer

The answer of Which of the following can be examined...

Question 15

Fox Sports is interested in grouping their prospective broadcast viewers based on the distinct motives these people have for tuning in. The most appropriate type of segmentation would therefore be:&#10;A) Psychographic&#10;B) Behavioural&#10;C) Sociocultural&#10;D) Demographic

Accepted Answer

The answer of Fox Sports is interested in grouping their...

Question 16

Amazon is hoping to target viewers of English Premier League matches who are not currently Amazon Prime subscribers. In this way, their main segmentation approach would be:&#10;A) Behavioural&#10;B) Geographic&#10;C) Social class&#10;D) Gender

Accepted Answer

The answer of Amazon is hoping to target viewers of...

Deck 3: Sport Consumer Research and Segmentation