MKTG 361 EXAM 2 QUESTIONS AND ANSWERS
100% CORRECT
Virtual Inc. made a bad investment for expansion a couple of years ago, which resulted in
bankruptcy and lost customers. The company's board of directors recently announced that
the company would resume if it could regain the majority of its lost customers. It decided to
set up a budget to determine the likelihood that its former customers would use their
products again and find methods requiring little or no money that could be used to increase
that probability. This description represents which step in the marketing research approach?
A. define the problem
B. develop the research plan
C. collect relevant information
D. develop findings
E. take marketing actions - ANSWER A
HP Inc cameras used to be very popular, but recent sales have been declining steadily.
Managers would do which of the following before declaring it a "dog":
A. update the flavor of the cereal by making it slightly sweeter
B. increase the amount spent on advertising and sales promotion
C. do marketing research to identify what needs were not being satisfied
D. hire additional salespeople who were younger and more assertive - ANSWER C
,Sarah uses a collection of reports, customer letters, financial statements, and surveys from
different departments within her firm to make marketing decisions today, she is using
A. internal secondary data
B. internal primary data
C. external secondary
D. observational
E. external secondary - ANSWER A
Information found in the Nielson Television Index Ranking Report published by Nielson to
plan television advertising schedules for its client is ______ data
A. neuromarketing
B. primary
C. internal secondary
D. observational
E. external secondary - ANSWER E
Managers for grocery stores usually collect _____ data about their stores by hiring mystery
shoppers who would pose as customers to buy something but their primary purpose is to
collect information about the staff
A. secondary
B. developmental
C. observational
, D. questionnaire - ANSWER C
Which of the following is a disadvantage of the mall intercept interview method?
A. the difficulty of interviewing mall shoppers
B. the lack of liability because of difference in customer traffic during holidays
C. the annoyance by shoppers who get stopped by researchers
D. the people selected may not be representative of the target market
E. the people only participate to receive something in return, so their answers are often biased
- ANSWER D
Some questions in Wendy's survey only allow customers to select yes or no in the answer. This
illustrate what type of question format?
A. dichotomous
B. open-ended
C. ukert scale
D. attitudinal
E. semantic differential - ANSWER A
Wendy's survey in the textbook asked about personal and household demographic
characteristics. Such questions help Wendy's to:
100% CORRECT
Virtual Inc. made a bad investment for expansion a couple of years ago, which resulted in
bankruptcy and lost customers. The company's board of directors recently announced that
the company would resume if it could regain the majority of its lost customers. It decided to
set up a budget to determine the likelihood that its former customers would use their
products again and find methods requiring little or no money that could be used to increase
that probability. This description represents which step in the marketing research approach?
A. define the problem
B. develop the research plan
C. collect relevant information
D. develop findings
E. take marketing actions - ANSWER A
HP Inc cameras used to be very popular, but recent sales have been declining steadily.
Managers would do which of the following before declaring it a "dog":
A. update the flavor of the cereal by making it slightly sweeter
B. increase the amount spent on advertising and sales promotion
C. do marketing research to identify what needs were not being satisfied
D. hire additional salespeople who were younger and more assertive - ANSWER C
,Sarah uses a collection of reports, customer letters, financial statements, and surveys from
different departments within her firm to make marketing decisions today, she is using
A. internal secondary data
B. internal primary data
C. external secondary
D. observational
E. external secondary - ANSWER A
Information found in the Nielson Television Index Ranking Report published by Nielson to
plan television advertising schedules for its client is ______ data
A. neuromarketing
B. primary
C. internal secondary
D. observational
E. external secondary - ANSWER E
Managers for grocery stores usually collect _____ data about their stores by hiring mystery
shoppers who would pose as customers to buy something but their primary purpose is to
collect information about the staff
A. secondary
B. developmental
C. observational
, D. questionnaire - ANSWER C
Which of the following is a disadvantage of the mall intercept interview method?
A. the difficulty of interviewing mall shoppers
B. the lack of liability because of difference in customer traffic during holidays
C. the annoyance by shoppers who get stopped by researchers
D. the people selected may not be representative of the target market
E. the people only participate to receive something in return, so their answers are often biased
- ANSWER D
Some questions in Wendy's survey only allow customers to select yes or no in the answer. This
illustrate what type of question format?
A. dichotomous
B. open-ended
C. ukert scale
D. attitudinal
E. semantic differential - ANSWER A
Wendy's survey in the textbook asked about personal and household demographic
characteristics. Such questions help Wendy's to:
