1. Which of the following types of qualitative research explores the reasoning behind customer purchase behavior?
Phenomenological research
Exploratory research
Clinical research
Behavioral research
Question 2. Which of the following is an example of an internal source of secondary data?
A trade publication
A past marketing plan
A trade association
An academic publication
Question 3. Personal interactions with survey respondents could lead to answers that would not be given otherwise. This gives rise to the potential for:
Nonresponse bias
Tolerance bias
Focus bias
Interviewer bias
Question 4. Which of the following is an external secondary data source?
Marketing plans used previously
Call reports submitted by salespeople
Past transaction information from the accounting department
Trade publications
Question 5. The most common misuse of focus groups is attempting to use them to:
generate research hypothesis for further study.
brainstorm for new product ideas.
draw general conclusions.
carry out concept testing.
Question 6. The estimate of market potential is best described as:
the number of current customers times the awareness ratio.
the number of current customers times the potential buying rate.
the number of potential customers times the potential buying rate.
the number of potential customers multiplied by the current buying rate.
Question 7. Panel conditioning refers to a problem where:
panel members do not remain on the panel.
panel members do not represent the underlying population.
being on a panel changes a member's behavior.
attitudes and preferences of the panel members change over the time.
Question 8. Which of the following best describes the degree to which experimental results can be generalized to the real world or, more generally, to the target population?
Internal validity
Interpolation
Flexibility
External validity
Question 9. Which of the following forecasting methods uses certain macroeconomics variables to forecast changes in the economy, based on the fact that changes in these variables occur before changes in the economy?
Correlation analysis
Exponential smoothing
Leading indicators
Regression analysis
Question 10. Which of the following methods of collecting data has the highest response rate?
Personal interviews
Telephone interviews
Mail
Internet
Question 11. ________ competition can destroy entire product categories when a major innovation occurs, so it requires attention, especially for long-run planning.
Product form
Product category
Generic
Budget
Question 12. Which of the following refers to a group of products that are functional substitutes of each other?
An industry
A product variant
A product type
A product class
Question 13. Which of the following best describes the type of information a marketing manager would need to know when determining the competitor's major objectives?
Whether they are pursuing growth or profit-related objectives
The demographics of the competitors' employees
The demographics of the competitor's CEO
The contributions to nonprofit organizations in the previous year
Question 14. A __________ approach classifies competitors based on customer attitudes and behaviors.
customer-based
supply-based
market-based
demand-based
Question 15. __________ is the percentage change in one product's sales due to a percentage change in a marketing variable (such as price. for another product.
Reverse-elasticity
Demand-elasticity
Cross-elasticity
Supply-elasticity
Question 16. Which of the following statements is true regarding scenario planning?
This method involves extrapolating historical sales data into the future.
It can be used only when a lot of data is available for analysis.
This method involves creating alternative scenarios of the future.
It is useful when many nonquantifiable factors affect outcomes in the market.
Question 17. Which of the following primary sources is excellent in determining competitor sales pitches, pricing, and other aspects of their activity?
Employees
Sales force and customers
Suppliers
Internet newsgroup
Question 18. In game theory, __________ is a graphic depiction of the rewards or costs to each player for each possible combination of strategies.
communication matrix
responsibility matrix
payoff matrix
perceptual matrix
Question 19. Coke and bottled water brands continue to run sales promotions and compete strongly on price. Clearly, the best solution would be for neither to promote which would jointly maximize their profits. However, both are worried that if they stop promoting while the other does not, they will suffer. As a result, the equilibrium is heavy promotion by both and lower total profits. With reference to the game theory, this is an example of:
generic equilibrium.
prisoner's dilemma game.
leader-follower game.
best strategy game.
Question 20. Which of the following best describes a sophisticated, long-term version of the simulation process?
Conjoint analysis
Scenario planning
Multidimensional scaling
Regression analysis