American University in Armenia

BUS365 Midterm 2020 (35%)

Exam # ZBX312

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Dr. Ezz
Midterm Exam: 50 MCQs
A.
20) Marketing research can also be used to do which of the following?
A) Generate, refine, and evaluate a potential marketing action
B) Generate, modify, and evaluate a potential marketing action
C) Hypothesize, refine, and evaluate a potential marketing action
D) Generate, refine, and execute a potential marketing action

21) High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota
developed the Prius. This is an example of what use of marketing research?
A) Generating potential marketing actions
B) Identifying potential marketing segments
C) Identifying marketing opportunities and problems
D) Identifying market problems and marketing actions

B.
13) The marketing research industry relies on:
A) Derived demand.
B) Latent demand.
C) Irregular demand.
D) Full demand.

22) Marketing researchers not only need to be skilled at gathering and analyzing data, but also
at communicating results effectively because of:
A) The multiple new types of data and methods now in use.
B) The multiple new types of social media.
C) The multiple new types of interactive resources.
D) The multiple new types of traditional data and methods.

C.
24) When the manager and researcher are in agreement about which symptom or symptoms
are in need of attention, it is time to determine what could possibly cause the symptoms. A
________ should have identified these possible causes.
A) competitive analysis
B) situation analysis
C) financial analysis
D) product analysis
30) Researchers realize that an important part of developing research objectives is determining
what type of information should be measured. What is the term for multiple characteristics
used to measure a concept?
A) A survey instrument
B) A survey measurement
C) Construct measurement
D) A construct
D.
19) Experience surveys differ from surveys conducted as part of ________ in that there is
usually no formal attempt to ensure that the survey results are representative of any defined
group of subjects.
A) descriptive research
B) causal research
C) exploratory research
D) prescriptive research

25) A marketing researcher would use what type of research to find out how many customers
there are, what brands they buy and in what quantities, which advertisements they recall, what
are their attitudes toward the company, and who is the competition?
A) Descriptive research
B) Exploratory research
C) Causal research
D) Case study analysis

E.
24) Packaged services provide each client with:
A) Data from a common database.
B) A marketing research process that is used to generate information.
C) Data provided periodically.
D) Data collected in a standard format.

26) Instead of a client firm trying to "reinvent the wheel" by developing its own process for
measuring customer satisfaction, the firm may elect to use a ________ to accomplish this aim.
A) syndicated service
B) custom data service
C) customer relationship management service
D) packaged service
F.
1) Research involving the administration of a set of structured questions with predetermined
response options to a large number of respondents is:
A) Quantitative research.
B) Primary research.
C) Qualitative research.
D) Secondary research.

7) A baked goods company asked focus group participants to first privately taste and rate the
flavor of the pastry on a number of characteristics and then discuss their reactions with other
focus group participants. This is an example of:
A) Conducting product testing simultaneously.
B) Conducting primary and secondary research concurrently.
C) Conducting quantitative and qualitative research simultaneously.
D) Conducting market tests and taste tests concurrently.

8) Techniques in which phenomena of interest involving people, objects, and/or activities are
systematically observed and documented is:
A) Observational research.
B) Behavioral research.
C) Mixed methods research.
D) Product research.

10) General Mills used ________ to understand how children eat breakfast, leading to the launch
of Go-Gurt, a midmorning snack for schoolchildren.
A) indirect observational research
B) in situ observational research
C) direct observational research
D) covert observational research

11) When a sales manager examines records of sales calls to determine how frequently
salespeople make cold calls, he or she is using what type of observational research?
A) Direct
B) Structured
C) Covert
D) Indirect
14) In ________ no restriction is placed on what the observer notes. All behavior in the episode
under study is monitored. The observer watches the situation and records what he or she deems
interesting or relevant.
A) covert observational research
B) unstructured observational research
C) invented observational research
D) direct observational research

16) Of the following circumstances, which is NOT suited to an observational study?

A) Short time interval
B) Behavior patterns over lengthy time periods
C) Public behavior
D) Likelihood of faulty recall if respondents are asked about previous experiences

17) Which of the following is NOT a major disadvantage of observational research?

A) Generally small sample size, which may not be representative of the population
B) Inability to determine consumers' motives, attitudes, and intentions
C) Seeing what consumers actually do
D) Subjective interpretation required to explain observed behavior

21) The ________ of focus group participants should be judged against the target market profile
to assess to what degree the groups represent the target market.
A) demographic and socio-economic characteristics
B) demographic and buyer behavior characteristics
C) buying power and demographic characteristics
D) geographic and buyer-behavior characteristics

23) Online focus groups have the following advantages over traditional focus groups EXCEPT
for which of the following?
A) No physical setup necessary
B) Transcripts captured in real time
C) Participants can be in different geographic locations
D) Body language visible and apparent

24) Online focus groups have the following disadvantages over traditional focus groups
EXCEPT for which of the following?
A) Transcripts cannot be captured in real time
B) Observation of participants' body language is not possible
C) Participants cannot physically inspect products or taste food items
D) Participants can lose interest or become distracted
30) Ethnographic research, an approach borrowed from anthropology, is defined as a detailed,
________ of a group and its behavior, characteristics, and culture.
A) descriptive study
B) longitudinal study
C) cross-sectional study
D) academic study

35) A qualitative technique that involves ________ examines consumer motivations and hidden
concerns.
A) online panels
B) in-depth interviews (IDIs)
C) online ethnographic research
D) social media interactive research

G.
8) Which of the following is NOT an advantage of person-administered surveys?
A) Feedback
B) Rapport
C) Quality control
D) Suitability

10) While person-administered surveys were the industry mainstay, ________ have grown to a
dominant position in developed countries.
A) computer-administered survey methods
B) computer-assisted survey methods
C) self-administered survey methods
D) proxy-assisted survey methods

13) While self-administered surveys have several important advantages, they also have
disadvantages. Which of the following could be considered BOTH an advantage as well as a
disadvantage?
A) Cost
B) Respondent control
C) Lack of monitoring
D) High questionnaire requirements
15) As more and more respondents have access to the Internet, online surveys, a form of
computer-administered surveys, are often combined with some other method, such as telephone
surveying, a form of person-administered surveying. This is an example of what type of survey?
A) Computer and self-administered survey
B) Multiple methodology survey
C) Combination methodology
D) Mixed-mode survey

23) Some companies are experimenting with ________ to match up with mobile consumers who
use social media.
A) multiple mobile media modes
B) mobile media
C) targeted media methods
D) social media

25) Which survey technique is generally believed to obtain response quality equal to telephone
surveys?
A) Mail surveys
B) Online surveys
C) Mall-intercept surveys
D) In-office surveys

29) A group self-administered survey entails administering a questionnaire to respondents in

groups rather than individually:
A) to maximize respondent time and effort.
B) for convenience and to gain economies of scale.
C) to benefit from groupthink and opinions.
D) to maximize interviewer costs of administration.

32) Because there is reluctance worldwide to take part in surveys and in combination with
technological advances, ________ have become a viable and popular means of data collection.
A) focus group companies
B) mass media entertainment research companies
C) panel companies
D) social media research companies

34) Panel companies have become a popular means of data collection. Which of the following
does NOT characterize an advantage of panel companies?
A) Fast turnaround
B) High-quality database information
C) Access to targeted respondents
D) Less costly than other sources
35) ________ are not inexpensive, do not deliver random samples, and are sometimes
overworked.
A) Focus groups companies' participants
B) Social media research companies' participants
C) Panel companies' participants
D) Media research companies' participants

36) Which type of company dominates the data collection landscape?

A) Social media research companies
B) Panel companies
C) Micromarketing companies
D) Media research companies

37) ________ can deliver targeted samples, but not random samples.
A) Media research companies
B) Social media research companies
C) Micromarketing research companies
D) Panel research companies

38) In selecting a data collection mode, a researcher balances quality against:

A) Cost, time, and other considerations.
B) Cost, time, and data analytics.
C) Time, interviewer expertise, and other considerations.
D) Cost, sample size, and software capabilities.

H
4) ________ are physically verifiable characteristics such as age, income, number of bottles
purchased, store last visited, and so on.
A) Objective properties
B) Animate properties
C) Subjective properties
D) Inanimate properties

5) The process of designing questions and response formats to measure the subjective properties
of an object is known as:
A) Scale development.
B) Property development.
C) Non-scale development.
D) Objective scale development.
8) An actual number of purchases in a certain time period, dollars spent, miles traveled, number
of children in the household, or years of college education are examples of:
A) Ratio scale.
B) Ordinal scale.
C) Nominal scale.
D) Interval scale.

9) ________ measures are rating scales for subjective properties where, for adjacent levels, the
distance is normally defined as one scale unit.
A) Ratio scales
B) Ordinal scale
C) Nominal scale
D) Interval scale

10) When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs,

impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type
of:
A) ratio scale.
B) interval scale.
C) ordinal scale.
D) nominal scale.
12) The type of scale that might measure the degree a person is price-conscious, fashion-
conscious, an opinion giver, a sports enthusiast, child oriented, home centered, or financially
optimistic is:
A) Demographic Inventory.
B) Socio-cultural Inventory.
C) Personality Inventory.
D) Lifestyle Inventory.

15) A specialized interval scale format that has sprung directly from the problem of translating a
person's qualitative judgments into metric estimates is the:
A) Likert scale.
B) lifestyle inventory scale.
C) semantic differential scale.
D) polar differential scale.

16) Because many marketing stimuli have meanings, mental associations, or connotations, the
________ works well when the marketing researcher is attempting to determine brand, store, or
other images.
A) Likert scale
B) lifestyle inventory scale
C) semantic differential scale
D) polar differential scale
21) A questionnaire is the vehicle used to present the questions the researcher desires
respondents to answer. Of the following, which is not one of the functions a questionnaire
fulfills?
A) Creates basis for statistical significance
B) Standardizes those questions and the response categories
C) Speeds up the process of data analysis
D) Translates research objectives

24) Why do marketing researchers take great care in developing research questions that measure
attitudes, beliefs, behaviors, and demographics?
A) They want high levels of response.
B) They desire long-term client relationships.
C) They want positive research outcomes.
D) They want reliable and valid responses.

28) Questionnaire organization is a critical concern because the questionnaire's arrangement and
the ease with which respondents complete the questions have potential to affect:
A) The quality of the information that is gathered.
B) The volume of invalid responses.
C) The turnaround time for completion.
D) The type of statistical analysis.

34) ________, or other questions that require some degree of mental activity, such as evaluating
choices, voicing opinions, recalling past experiences, indicating intentions, or responding to
"what if" questions, are placed deeper in the survey.
A) Transition questions
B) Introductory questions
C) Classification and demographic questions
D) Scaled-response questions

40) A respondent accesses an online questionnaire, registers responses to the questions, and
typically clicks on a "Submit" button at the end of the questionnaire. These activities enable the
software to:
A) Analyze data in real-time.
B) Capture data in real-time.
C) Create a report in real-time.
D) Block submissions in real-time.

42) Coding is a straightforward process EXCEPT in which of the following situations?

A) When there are many questions on the questionnaire
B) Any time scaled-response questions are used
C) When there are questions for which there may be multiple responses
D) Any time closed-ended questions are used