Question 1

Which of the following can be used to measure knowledge of an advertisement?

Accepted Answer

A) Unaided recall 
B) Aided recall 
C) Recognition 
D) Both a and b. 
E) a,b,and c. 
A) Unaided recall 
B) Aided recall 
C) Recognition 
D) Both a and b. 
E) a,b,and c. E

Question 2

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

Accepted Answer

A) motivation. 
B) intention. 
C) attitude. 
D) personality. 
E) demographics. 
A) motivation. 
B) intention. 
C) attitude. 
D) personality. 
E) demographics. C

Question 3

A method of data collection in which the situation of interest in watched and the relevant facts,actions,or behaviors are recorded is called ____________________.

Accepted Answer

observations

Question 4

Which of the following is the best way to measure knowledge of an advertisement?

Accepted Answer

A) Measurement of motives 
B) Observation of purchase behavior 
C) Recognition 
D) Use of magazine subscription data 
E) A written test over the ad copy 
A) Measurement of motives 
B) Observation of purchase behavior 
C) Recognition 
D) Use of magazine subscription data 
E) A written test over the ad copy

Question 5

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries.This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses ____ segmentation.

Accepted Answer

A) demographic 
B) psychographic 
C) geodemographic 
D) ethnic 
E) geographic 
A) demographic 
B) psychographic 
C) geodemographic 
D) ethnic 
E) geographic

Question 6

Which of the following is an example of the observation method of collecting primary data?

Accepted Answer

A) Administering a questionnaire to shoppers in a supermarket. 
B) Recording the amount of time a shopper stops in front of a point-of-purchase display. 
C) Asking shoppers which brand they noticed first in a shelf display. 
D) Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children. 
E) Using a tape recorder to gather shopper impressions of a new store layout design. 
A) Administering a questionnaire to shoppers in a supermarket. 
B) Recording the amount of time a shopper stops in front of a point-of-purchase display. 
C) Asking shoppers which brand they noticed first in a shelf display. 
D) Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children. 
E) Using a tape recorder to gather shopper impressions of a new store layout design.

Question 7

When marketers speak of a person's awareness of an advertisement or product awareness,they are

Accepted Answer

A) referring to two completely unrelated processes. 
B) focusing on the individual's knowledge¾there is a sort of awareness-knowledge interchangeability,at least as measured. 
C) focusing on the individual's awareness which is in no way related to his or her knowledge. 
D) concerned with the resultant change in the individual's feelings and/or motivations in relation to the product as a result of the advertisement. 
E) referring to the person's intention to buy the advertised product. 
A) referring to two completely unrelated processes. 
B) focusing on the individual's knowledge¾there is a sort of awareness-knowledge interchangeability,at least as measured. 
C) focusing on the individual's awareness which is in no way related to his or her knowledge. 
D) concerned with the resultant change in the individual's feelings and/or motivations in relation to the product as a result of the advertisement. 
E) referring to the person's intention to buy the advertised product.

Question 8

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.

Accepted Answer

A) True 
 B)False

Question 9

The ability of a data collection technique to provide many types of primary data is known as

Accepted Answer

A) breadth of scope. 
B) cost efficiency. 
C) communicability. 
D) versatility. 
E) objectivity. 
A) breadth of scope. 
B) cost efficiency. 
C) communicability. 
D) versatility. 
E) objectivity.

Question 10

In assessing awareness,a marketer might be interested in knowledge of

Accepted Answer

A) the product itself. 
B) where the product is available. 
C) what the product is used for. 
D) the price of the product. 
E) All of the above. 
A) the product itself. 
B) where the product is available. 
C) what the product is used for. 
D) the price of the product. 
E) All of the above.

Question 11

Verbal expressions of an attitude are called ____________________.

Accepted Answer

The answer of Verbal expressions of an attitude are called...

Question 12

____________________ refers to an individual's overall evaluation of something.

Accepted Answer

The answer of ____________________ refers to an individual's overall evaluation...

Question 13

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

Accepted Answer

A) A consumer purchases product X once a week. 
B) Product X is usually bought in supermarkets. 
C) Product X is packaged in such a way as to allow for ease of handling and disposal. 
D) Product X is purchased during the Christmas season. 
E) Product X is purchased by teenagers. 
A) A consumer purchases product X once a week. 
B) Product X is usually bought in supermarkets. 
C) Product X is packaged in such a way as to allow for ease of handling and disposal. 
D) Product X is purchased during the Christmas season. 
E) Product X is purchased by teenagers.

Question 14

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Accepted Answer

A) Accuracy 
B) Cost 
C) Speed 
D) Versatility 
E) They are all advantages of the communication method. 
A) Accuracy 
B) Cost 
C) Speed 
D) Versatility 
E) They are all advantages of the communication method.

Question 15

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Accepted Answer

A) How much? 
B) Where? 
C) In what situation? 
D) Who? 
E) Why? 
A) How much? 
B) Where? 
C) In what situation? 
D) Who? 
E) Why?

Question 16

An opinion is an individuals overall evaluation of something.

Accepted Answer

A) True 
 B)False

Question 17

Observational data have the advantage over communication data in which of the following categories?

Accepted Answer

A) Objectivity,cost,and speed 
B) Cost and versatility 
C) Objectivity and speed 
D) Speed and versatility 
E) Objectivity and accuracy 
A) Objectivity,cost,and speed 
B) Cost and versatility 
C) Objectivity and speed 
D) Speed and versatility 
E) Objectivity and accuracy

Question 18

When used in psychographic analysis,"AIO" refers to a consumer's

Accepted Answer

A) attitudes,interests,and opinions. 
B) activities,intentions,and opinions. 
C) activities,interests,and opinions. 
D) attitudes,intentions,and orientations. 
E) activities,intelligence,and opinions. 
A) attitudes,interests,and opinions. 
B) activities,intentions,and opinions. 
C) activities,interests,and opinions. 
D) attitudes,intentions,and orientations. 
E) activities,intelligence,and opinions.

Question 19

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Accepted Answer

The answer of A person's ____________________ refer to the individual's...

Question 20

John's purchase behavior is influenced by his hobbies of golf,working out,and fishing;his interest in cars,music,and travel;and his deeply held political beliefs on immigration and his opinions on saving the environment.All of these things are part of the personal influence factor called

Accepted Answer

A) attitude. 
B) personality. 
C) beliefs. 
D) lifestyle. 
E) demographics. 
A) attitude. 
B) personality. 
C) beliefs. 
D) lifestyle. 
E) demographics.

Which of the following can be used to measure knowledge of an advertisement?

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

A method of data collection in which the situation of interest in watched and the relevant facts,actions,or behaviors are recorded is called ____________________.

Which of the following is the best way to measure knowledge of an advertisement?

Which of the following is an example of the observation method of collecting primary data?

When marketers speak of a person's awareness of an advertisement or product awareness,they are

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.

The ability of a data collection technique to provide many types of primary data is known as

In assessing awareness,a marketer might be interested in knowledge of

Verbal expressions of an attitude are called ____________________.

____________________ refers to an individual's overall evaluation of something.

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

An opinion is an individuals overall evaluation of something.

Observational data have the advantage over communication data in which of the following categories?

When used in psychographic analysis,"AIO" refers to a consumer's

A person's ____________________ refer to the individual's anticipated or planned future behavior.

John's purchase behavior is influenced by his hobbies of golf,working out,and fishing;his interest in cars,music,and travel;and his deeply held political beliefs on immigration and his opinions on saving the environment.All of these things are part of the personal influence factor called

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 9: Collecting Primary Data

Which of the following can be used to measure knowledge of an advertisement?

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

A method of data collection in which the situation of interest in watched and the relevant facts,actions,or behaviors are recorded is called ____________________.

Which of the following is the best way to measure knowledge of an advertisement?

Which of the following is an example of the observation method of collecting primary data?

When marketers speak of a person's awareness of an advertisement or product awareness,they are

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.

The ability of a data collection technique to provide many types of primary data is known as

In assessing awareness,a marketer might be interested in knowledge of

Verbal expressions of an attitude are called ____________________.

____________________ refers to an individual's overall evaluation of something.

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

An opinion is an individuals overall evaluation of something.

Observational data have the advantage over communication data in which of the following categories?

When used in psychographic analysis,"AIO" refers to a consumer's

A person's ____________________ refer to the individual's anticipated or planned future behavior.

John's purchase behavior is influenced by his hobbies of golf,working out,and fishing;his interest in cars,music,and travel;and his deeply held political beliefs on immigration and his opinions on saving the environment.All of these things are part of the personal influence factor called

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters