Deck 4: Marketing Research and Analysis

Question 1

Marketing research includes which two types of research?

A) demographic and geographic research
B) economic and behavioural research
C) social and opinion research
D) psychographic and values research

Answer 1

C

Question 2

Marketing managers use marketing research for all of the following EXCEPT ______.

A) assess the ineffectiveness of marketing activities
B) identify trends
C) reduce risk and uncertainty
D) inform marketing mix decisions

Answer 2

A

Question 3

Marketing decision support system modelling software can answer questions related to all of the following EXCEPT ______.

A) budget optimization
B) sales promotion optimization
C) process optimization
D) price optimization

Answer 3

C

Question 4

Which of the following is a marketing information systems source of information?

A) market research
B) market knowledge
C) market data
D) market intellect

Question 5

Analyzing and synthesizing the meaning of patterns and relationships is a key function of ______.

A) wisdom
B) knowledge
C) information
D) data

Question 6

All of the following can be guided by information from an organization's marketing information system EXCEPT ______.

A) segmentation
B) targeting
C) positioning
D) marketing mix operational decisions

Question 7

Which of the following is not a general research role?

A) predictive
B) analytical
C) descriptive
D) diagnostic

Question 8

Which of the following is not a basic stage of the focus group process?

A) conducting
B) projecting
C) planning
D) analyzing

Question 9

Projective research techniques can be categorized into all of the following types EXCEPT ______.

A) completion
B) elicit ordering
C) expressive
D) construction

Question 10

Which one of the following is not a neuromarketing research technique?

A) functional magnetic resonance imaging
B) electroencephalography
C) electromagnetic positron scanning
D) steady state topography

Question 11

Which type of research may complement or replace qualitative research?

A) descriptive research
B) ethnographic research
C) scanner-based research
D) exploratory research

Question 12

Making sure the method of data gathering leads to consistent results is referred to as ______.

A) accuracy
B) trustworthiness
C) credibility
D) reliability

Question 13

A survey report should include which of the following?

A) the research technique
B) the vision statement of the survey
C) a definition of study variables
D) the target population's gender and ages