1.

Marketers can change key variables such as price, distribution methods, sampling, and product attributes as part of an experiment and then measure the results as part of an experiment. An example of a key variable is____ and an example of result is________.

Multiple Choice

• distribution outlet; free samples

• free samples; product colour

• product colour; price

• Price; unit sales

• price; free samples

2. A marketer wishes to better understand the impact of advertising on sales of products in a particular category. This is an example of:

Multiple Choice

• secondary internal data.

• observational research.

• non-probability sampling.

• descriptive research.

• big data.

3. Which survey approach provides the greatest flexibility for asking questions

- internet

- telephone

- personal interviews

- mail

- focus group

4. An advantage of using a panel for marketing research is

- the discussion leader can help change negative panel response into positive ones

- researchers can take successive measurements of consumers to determine if they change their purchasing behaviours over time

- the panel continuity and representativeness of the population are unchanged when individual members drop out

- there will usually be one panel member who dominates the discussion to help keep the conversation focused

- panel members often help each other by bringing up ideas for discussion that others did not initially think of but that were important to them

5. A marketer wishes to compile detailed consumer profiles for product purchasers. This is:

- causal research

- big data

- observational research

- descriptive research

- probability sampling

6. The purpose of market research and collecting enough relevant information is to:

Multiple Choice

• ensure that every marketing decision that is made, is supported by robust research.

• ensure that a bad marketing decision is never made.

• ensure that an enormous amount of information has been collected and analyzed at great expense.

• make a rational, informed marketing decision, when simply means using your knowledge to decide immediately is not enough.

• make a rational, informed marketing decision

7. When evaluating marketing actions, what are the two dimensions on which they should be evaluated?

Multiple Choice

• Sales and market share.

• Evaluating the decision itself. This involves monitoring the marketplace to determine if action is necessary in the future.

• Evaluating the decision process used.

• It depends on the problem/issue/opportunity identified.

• Evaluating the decision itself and the decision process used.