14 Aug Strayer Mkt100 quiz 3 Question 1 Students from marketing research class collec

Strayer Mkt100 quiz 3

Question 1

Students from marketing research class collect data from
three areas on campus. When they analyze their data the responses are very
similar. The students can state they achieved which of the following?
Answer

reliability

causal relationships

validity

sampling

measurability

Question 2

An informed guess or assumption about a certain problem or
set of circumstances is known as
Answer

a description of the situation.

good research design.

a hypothesis.

a reliable guess.

managerial intuition.

Question 3

Data that are observed or collected directly from
respondents are called
Answer

direct samples.

secondary data.

stratified data.

primary data.

firsthand information.

Question 4

____ that are either accepted or rejected become the primary
conclusions of a marketing research study.
Answer

Descriptions

Issues

Primary data

Samples

Hypotheses

Question 5

Marketers often begin the data collection phase of a
research project by gathering secondary data. This type of information may come
from both ____ and ____ sources.
Answer

government; business

internal; external

primary; secondary

formal; informal

collected; distributed

Question 6

Research that is conducted to clarify the characteristics of
certain phenomena to solve a particular problem is called ____ research.
Answer

primary

experimental

descriptive

secondary

exploratory

Question 7

When a market researcher is using ethnographic techniques,
he or she is engaging in
Answer

mail surveys.

personal interview surveys.

observation.

experimentation.

focus groups.

Question 8

Corporate executives often prefer marketing research
findings to be put into a report
Answer

full of statistical analysis with details on methods
employed by the researchers.

examining the ethical implications of implementing results
from the research report.

that exposes no deficiencies or limitations of the
research process.

that is clear, short, and simply expressed.

expressing the views and beliefs of top management about
the research problem.

Question 9

Quota sampling is most commonly used in
Answer

descriptive research.

population research.

surveys.

collecting primary data.

exploratory studies.

Question 10

The real value of marketing research to the organization can
best be measured by
Answer

its immediate impact on profits.

the amount of time spent.

how much it costs.

improvements in the ability to make decisions.

the increase in sales volume or market share.

Question 11

The three most commonly used psychographic segmentation
variables are
Answer

personality, perception, and learning.

personality, perception, and behavior.

motives, attitudes, and lifestyles.

attitudes, personality, and perception.

personality, motives, and lifestyles.

Question 12

Retail-site location analyses, unique product offerings, and
special advertising campaigns are all examples of the use of
Answer

market density.

demographic segmentation.

behavioristic segmentation.

environmental segmentation.

micromarketing.

Question 13

Any group of people who, as individuals or as organizations,
have needs for products in a product class and who have the ability,
willingness, and authority to buy such products is a(n)
Answer

business market.

market.

undifferentiated market

segmented market

market variable

Question 14

Individuals, groups, or organizations with one or more
similar characteristics that cause them to have similar product needs are
classified as
Answer

market segments.

heterogeneous markets.

concentrated markets.

demographic segments.

strategic segments.

Question 15

When marketing research shows that a group of people does
not desire a particular product, the people in that group
Answer

are a market.

do not have the ability to purchase the product.

do not have the authority to purchase the product.

are not a market for the product.

are a market but will not purchase the product.

Question 16

Alpine Ski Shops U.S, is looking for new markets. Since
their market is based mainly on access to snow, they would most likely use
which base for segmentation?
Answer

behavioristic

demographic

psychographic

environmental

geographic

uestion 17

The division of a market according to what benefits
consumers want from the product is called ____ segmentation.
Answer

behavioristic

product usage

benefit

end-purpose

advantage

Question 18

Company sales forecasts are least
likely to be based on
Answer

executive judgment.

customer surveys or sales force surveys.

time series analysis.

market tests.

single-variable segmentation.

Question 19

To find a target market, a firm can use the
Answer

total market strategy and the undifferentiated strategy.

product differentiation strategy and the customer differentiation
strategy.

demographic strategy and the psychographic strategy.

socioeconomic strategy and the psychological strategy.

undifferentiated strategy, the concentrated strategy, and
the differentiated strategy.

Question 20

Which of the following variables would most likely be used
to segment a business market?
Answer

An attitude of the company’s CEO

The geographic location of the company

The lifestyle of the company’s buying agent

Net income generated by the company

Common opinions of the company’s employees

Question 21

Changes in an individual’s thought processes and behavior
caused by information and experience is called
Answer

learning.

attitude formation.

patronage motives.

personality.

motivation.

Question 22

The three most widely recognized types of consumer problem
solving are:
Answer

limited problem solving, extended problem solving, and
routinized response behavior.

extended problem solving, enduring problem solving, and
situational problem solving.

planned problem solving, impulse buying, and limited
problem solving.

internal problem solving, external problem solving,
situational behavior.

responsive behavior, planned behavior, and impulsive
problem solving.

Question 23

Buyers’ actions are affected by one or more internal
energizing forces geared toward satisfying needs, which are called
Answer

motives.

lifestyles.

perceptions.

attitudes.

traits.

Question 24

An unplanned buying behavior resulting from a powerful urge
to buy something immediately is called
Answer

impulse buying.

habitual buying.

compulsive response behavior.

non-problem solving.

cognitive dissonance.

Question 25

In the process of perception, individuals receive sensations through sight,
sound, taste, smell, and hearing. These sensations are called

Answer

selective inputs.

olfactory receptors.

information inputs.

perceptual motives.

psychological influences.

Question 26

Cognitive, affective, and behavioral are the three major components of

Answer

self-concept.

motives.

lifestyles.

consumer socialization.

attitudes.

Question 28

Changing people’s attitudes toward a firm and its marketing program is

Answer

simple when advertisements are used.

impossible, even if the firm uses advertisements.

a long, expensive, and difficult task that may require extensive advertising
campaigns.

unnecessary, since consumer attitudes are of little importance.

rarely attempted through the use of marketing practice.

Question 29

During which stage of the consumer buying decision process does a consumer
decide from which seller he or she will buy the product?

Answer

Evaluation of alternatives

Information search

Source selection

Purchase

Problem recognition

Question 30

Marketers who attempt to use reference-group influence in advertisements are
most likely to succeed when messages indicate that

Answer

people in a specific group buy the product and are highly satisfied by it.

reference groups should be of little concern to the consumer.

reference groups are “in” and everyone should belong to at least
one.

all products and brands are influenced by reference groups.

people in a specific group have tried the product and dislike it.

3 points Strayer Mkt100 quiz 3Question 1Students from marketing research class collect data from
three areas on campus. When they analyze their data the responses are very
similar. The students can state they achieved which of the following?Answerreliabilitycausal relationshipsvaliditysamplingmeasurabilityQuestion 2An informed guess or assumption about a certain problem or
set of circumstances is known asAnswera description of the situation.good research design.a hypothesis.a reliable guess.managerial intuition.Question 3Data that are observed or collected directly from
respondents are calledAnswerdirect samples.secondary data.stratified data.primary data.firsthand information.Question 4____ that are either accepted or rejected become the primary
conclusions of a marketing research study.AnswerDescriptionsIssuesPrimary dataSamplesHypothesesQuestion 5Marketers often begin the data collection phase of a
research project by gathering secondary data. This type of information may come
from both ____ and ____ sources.Answergovernment; businessinternal; externalprimary; secondaryformal; informalcollected; distributedQuestion 6Research that is conducted to clarify the characteristics of
certain phenomena to solve a particular problem is called ____ research.AnswerprimaryexperimentaldescriptivesecondaryexploratoryQuestion 7When a market researcher is using ethnographic techniques,
he or she is engaging inAnswermail surveys.personal interview surveys.observation.experimentation.focus groups.Question 8Corporate executives often prefer marketing research
findings to be put into a reportAnswerfull of statistical analysis with details on methods
employed by the researchers.examining the ethical implications of implementing results
from the research report.that exposes no deficiencies or limitations of the
research process.that is clear, short, and simply expressed.expressing the views and beliefs of top management about
the research problem.Quota sampling is most commonly used inAnswerdescriptive research.population research.surveys.collecting primary data.exploratory studies.The real value of marketing research to the organization can
best be measured byAnswerits immediate impact on profits.the amount of time spent.how much it costs.improvements in the ability to make decisions.the increase in sales volume or market share.The three most commonly used psychographic segmentation
variables areAnswerpersonality, perception, and learning.personality, perception, and behavior.motives, attitudes, and lifestyles.attitudes, personality, and perception.personality, motives, and lifestyles.Retail-site location analyses, unique product offerings, and
special advertising campaigns are all examples of the use ofAnswermarket density.demographic segmentation.behavioristic segmentation.environmental segmentation.micromarketing.Any group of people who, as individuals or as organizations,
have needs for products in a product class and who have the ability,
willingness, and authority to buy such products is a(n)Answerbusiness market.market.undifferentiated marketsegmented marketmarket variableIndividuals, groups, or organizations with one or more
similar characteristics that cause them to have similar product needs are
classified asAnswermarket segments.heterogeneous markets.concentrated markets.demographic segments.strategic segments.When marketing research shows that a group of people does
not desire a particular product, the people in that groupAnswerare a market.do not have the ability to purchase the product.do not have the authority to purchase the product.are not a market for the product.are a market but will not purchase the product.Alpine Ski Shops U.S, is looking for new markets. Since
their market is based mainly on access to snow, they would most likely use
which base for segmentation?AnswerbehavioristicdemographicpsychographicenvironmentalgeographicThe division of a market according to what benefits
consumers want from the product is called ____ segmentation.Answerbehavioristicproduct usagebenefitend-purposeadvantageCompany sales forecasts are least
likely to be based on Answerexecutive judgment.customer surveys or sales force surveys.time series analysis.market tests.single-variable segmentation.To find a target market, a firm can use theAnswertotal market strategy and the undifferentiated strategy.product differentiation strategy and the customer differentiation
strategy.demographic strategy and the psychographic strategy.socioeconomic strategy and the psychological strategy.undifferentiated strategy, the concentrated strategy, and
the differentiated strategy.Which of the following variables would most likely be used
to segment a business market?AnswerAn attitude of the company’s CEOThe geographic location of the companyThe lifestyle of the company’s buying agentNet income generated by the companyCommon opinions of the company’s employeesChanges in an individual’s thought processes and behavior
caused by information and experience is calledAnswerlearning.attitude formation.patronage motives.personality.motivation.The three most widely recognized types of consumer problem
solving are:Answerlimited problem solving, extended problem solving, and
routinized response behavior.extended problem solving, enduring problem solving, and
situational problem solving.planned problem solving, impulse buying, and limited
problem solving.internal problem solving, external problem solving,
situational behavior.responsive behavior, planned behavior, and impulsive
problem solving.Buyers’ actions are affected by one or more internal
energizing forces geared toward satisfying needs, which are calledAnswermotives.lifestyles.perceptions.attitudes.traits.An unplanned buying behavior resulting from a powerful urge
to buy something immediately is calledAnswerimpulse buying.habitual buying.compulsive response behavior.non-problem solving.cognitive dissonance.

In the process of perception, individuals receive sensations through sight,
sound, taste, smell, and hearing. These sensations are called

Answer

selective inputs.

olfactory receptors.

information inputs.

perceptual motives.

psychological influences.

Cognitive, affective, and behavioral are the three major components of

Answer

self-concept.

motives.

lifestyles.

consumer socialization.

attitudes.

Changing people’s attitudes toward a firm and its marketing program is

Answer

simple when advertisements are used.

impossible, even if the firm uses advertisements.

a long, expensive, and difficult task that may require extensive advertising
campaigns.

unnecessary, since consumer attitudes are of little importance.

rarely attempted through the use of marketing practice.

During which stage of the consumer buying decision process does a consumer
decide from which seller he or she will buy the product?

Answer

Evaluation of alternatives

Information search

Source selection

Purchase

Problem recognition

Marketers who attempt to use reference-group influence in advertisements are
most likely to succeed when messages indicate that

Answer

people in a specific group buy the product and are highly satisfied by it.

reference groups should be of little concern to the consumer.

reference groups are “in” and everyone should belong to at least
one.

all products and brands are influenced by reference groups.

people in a specific group have tried the product and dislike it.

3 points

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