MKTG 352 PRACTICE EXAMS QUESTIONS &
ANSWERS
Which of the following is true of marketing research? - Answer -It draws heavily on the
social sciences both for methods and theory.
Test marketing ____ - Answer -Provides information for decisions on product
improvements and new-product introductions.
Which of the following pertains to the creation of a perceptual map? - Answer -
Consumers have to indicate how similar or dissimilar a group of related brands are to
each other.
Research investigations that focus on topics such as trade area analysis, store/image
perception, in-store traffic patterns, and location analysis are collectively called: -
Answer -Retailing research.
Sally browses through different articles features on pop.com. She notices ads for skirts
that she recently viewed on trends.com., an online apparel store, being displayed on
pop.com. In this scenario, trends.com is using the technique of: - Answer -Behavioral
targeting (subset -- remarketing: redisplaying the exact same thing you already have
looked at -- when an ad for something you look at on amazon shows up)
The 3 most common research tasks in integrated marketing communications are
advertising effectiveness studies, sales tracking, and: - Answer -Attitudinal research.
Research depicts the typical satum dirt bike shopper as a middle-aged person with an
income of $75,000 per annum. This is an example of: - Answer -Market segmentation.
In the context of marketing research which of the following highlights problems and
opportunities for marketers that are based on consumers actual behavior: - Answer -
Situation analysis.
In the context of types of marketing research firms, external research suppliers: -
Answer -
Chosen by companies on a study-by-study basis help companies gain better flexibility. -
Answer -Internal: Client Side External : full service or custom, Supply Side
The practice of data collection personnel filling out surveys for fake respondents is
called: - Answer -Curbstoning.
The process of fully explaining to respondents any deception that was used during
research is known as: - Answer -Subject debriefing.
, ___ is information collected specifically for a current research problem or opportunity -
Answer -Primary data.
Gatekeeper technologies are used to __ - Answer -protect one's privacy against
intrusive marketing practices Ex. Caller ID, Ad-Blocker, Spam filters, Secretaries, VPN,
Tour Browsers
Which of the following statements is true about the information research process: -
Answer -It is a systematic approach to collecting, analyzing, interpreting and
transforming data into decision-making information
Unlike management decision-makers, marketing researchers: - Answer -Are not cost
conscious with additional information
BECKY IS A MARKETING MANAGER AT XYZ CO. SHE DEBATES WHETHER OR
NOT TO CONDUCT A MARKETING RESEARCH STUDY BEFORE
COMMERCIALIZING a product. The study will cost $100,000. If she launches the
product without conducting the study and the product fails it will cost $90,000. What is
Becky doing in order to make the decision to conduct a marketing research study? -
Answer -Cost benefit analysis/assessment
In the context of marketing research, the iceberg principle states that: - Answer -
Managers are aware of just a small portion of a problem, and this small portion is
generally the visible symptom of a bigger underlying problem
___ specifies whether data should be collected about individuals, households,
organizations, departments, geographical areas, or some combo - Answer -Unit of
analysis (can be multiple people)
Helps generate insights that will help generate insights that will help define the problem
situation confronting a researcher? - Answer -Exploratory research
Causal research is most useful in: - Answer -Understanding which variables result in
the movement of a dependent variable
In a census, a researcher attempts to: - Answer -Question or observe all the members
of a defined target population
Which of the following is true about research based on a sample: - Answer -Involves
small number of members of a target population from which a researcher collects data
Katie, a researcher, submits specific doc to saeed, the marketing manager of GK corp.
The document serves as a written contract between katie and sayeed and list the
activities that will be undertaken by Katie to develop the needed information, the
research deliverables, how long it will take.... - Answer -Research proposal
ANSWERS
Which of the following is true of marketing research? - Answer -It draws heavily on the
social sciences both for methods and theory.
Test marketing ____ - Answer -Provides information for decisions on product
improvements and new-product introductions.
Which of the following pertains to the creation of a perceptual map? - Answer -
Consumers have to indicate how similar or dissimilar a group of related brands are to
each other.
Research investigations that focus on topics such as trade area analysis, store/image
perception, in-store traffic patterns, and location analysis are collectively called: -
Answer -Retailing research.
Sally browses through different articles features on pop.com. She notices ads for skirts
that she recently viewed on trends.com., an online apparel store, being displayed on
pop.com. In this scenario, trends.com is using the technique of: - Answer -Behavioral
targeting (subset -- remarketing: redisplaying the exact same thing you already have
looked at -- when an ad for something you look at on amazon shows up)
The 3 most common research tasks in integrated marketing communications are
advertising effectiveness studies, sales tracking, and: - Answer -Attitudinal research.
Research depicts the typical satum dirt bike shopper as a middle-aged person with an
income of $75,000 per annum. This is an example of: - Answer -Market segmentation.
In the context of marketing research which of the following highlights problems and
opportunities for marketers that are based on consumers actual behavior: - Answer -
Situation analysis.
In the context of types of marketing research firms, external research suppliers: -
Answer -
Chosen by companies on a study-by-study basis help companies gain better flexibility. -
Answer -Internal: Client Side External : full service or custom, Supply Side
The practice of data collection personnel filling out surveys for fake respondents is
called: - Answer -Curbstoning.
The process of fully explaining to respondents any deception that was used during
research is known as: - Answer -Subject debriefing.
, ___ is information collected specifically for a current research problem or opportunity -
Answer -Primary data.
Gatekeeper technologies are used to __ - Answer -protect one's privacy against
intrusive marketing practices Ex. Caller ID, Ad-Blocker, Spam filters, Secretaries, VPN,
Tour Browsers
Which of the following statements is true about the information research process: -
Answer -It is a systematic approach to collecting, analyzing, interpreting and
transforming data into decision-making information
Unlike management decision-makers, marketing researchers: - Answer -Are not cost
conscious with additional information
BECKY IS A MARKETING MANAGER AT XYZ CO. SHE DEBATES WHETHER OR
NOT TO CONDUCT A MARKETING RESEARCH STUDY BEFORE
COMMERCIALIZING a product. The study will cost $100,000. If she launches the
product without conducting the study and the product fails it will cost $90,000. What is
Becky doing in order to make the decision to conduct a marketing research study? -
Answer -Cost benefit analysis/assessment
In the context of marketing research, the iceberg principle states that: - Answer -
Managers are aware of just a small portion of a problem, and this small portion is
generally the visible symptom of a bigger underlying problem
___ specifies whether data should be collected about individuals, households,
organizations, departments, geographical areas, or some combo - Answer -Unit of
analysis (can be multiple people)
Helps generate insights that will help generate insights that will help define the problem
situation confronting a researcher? - Answer -Exploratory research
Causal research is most useful in: - Answer -Understanding which variables result in
the movement of a dependent variable
In a census, a researcher attempts to: - Answer -Question or observe all the members
of a defined target population
Which of the following is true about research based on a sample: - Answer -Involves
small number of members of a target population from which a researcher collects data
Katie, a researcher, submits specific doc to saeed, the marketing manager of GK corp.
The document serves as a written contract between katie and sayeed and list the
activities that will be undertaken by Katie to develop the needed information, the
research deliverables, how long it will take.... - Answer -Research proposal
