1. What’s the major difference between adoption and diffusion?
A. The adoption process has 6 stages, but diffusion only has 3 stages.
B. The adoption process takes place over time, but diffusion takes place in a buying space
C. Adoption is very resource intensive, but diffusion is not very resource intensive
D. Adoption takes place with services, but diffusion takes place with goods
E. Individuals go through the adoption process, but diffusion takes place in a society at large.
2. If a survey research instrument has consistency in results with repeated administrations, it has:
A. Representativeness
B. Reliability
C. Validity
D. Longitudinality
E. Projectivenss
3. Which of the following is an example of a projective technique?
A. Depth interviews
B. Focus group
C. Physiological measurement
D. Physical trace evidence analysis
E. Word association tests
4. Which of the following is NOT TRUE in regard to consumer behavior?
A. The economic man is viewed as a rational consumer
B. Print media is especially useful for high involvement consumers
C. Personal selling is especially useful for high involvement consumers
D. Selective distribution is especially useful for low involvement consumers
E. None of the above, because all of the statements above are true.
5. Which of the following is NOT TRUE regarding the marketing research process?
A. Descriptive research describes an existing state of nature
B. Primary information should be gathered before gathering secondary information
C. Predictive research predicts future events
D. Projective techniques are typically qualitative methods
E. NONE OF THE ABOVE, because all of the statements above are true.
6. An organization that markets their current products to their current markets has a strategy of:
A. Synchromarketing
B. Market development
C. Product development
D. Diversification
E. Market penetration
7. Which of the following is an example of a micro-level social influence?
A. Sub-culture
B. Culture
C. Social-class
D. Reference groups
E. Focus groups
8. Which of the following would be least useful for quantitative research purposes?
A. Personal interview surveys
B. Mail surveys
C. Telephone surveys
D. Consumer panels
E. Focus groups