7. When Marty attended his first statistics class, he realized that he ought to buy a calculator or else he would be unable to do his assignments. In which stage of the consumer purchase decision process was Marty when he had this realization? A. information search B. problem recognition C. purchase behaviour D. alternative evaluation

8. _____ is formally defined as the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities. A. Marketing information system B. Market research C. Market watch D. Market exploration

9. Preliminary research that clarifies the scope and nature of a marketing problem is referred to as _____. A. descriptive research B. causal market research C. exploratory research D. conclusive research

10. Procter & Gamble assesses the effectiveness of its advertising campaigns. Which of the following types of research would be appropriate for this purpose? A. exploratory research B. archival research C. causal research D. preliminary research

11. Research objectives are the: A. restrictions placed on potential solutions by the nature of the problem. B. criteria or standards used in evaluating proposed solutions to the problem. C. specific, measurable goals the decision maker seeks to achieve in solving a problem. D. conjectures about factors or situations that simplify the problem enough to allow it to be solved within the existing constraints.

12. Ryan needs to collect data for a marketing project. He realizes that collecting data from the entire population of his city will be extremely time-consuming and costly. Thus, he is gathering his survey data from a subset of the total population. This process is referred to as _____. A. an ethnographic study B. a population survey C. designing D. sampling

13. _____ involves aggregating prospective buyers into groups that have common needs and respond similarly to marketing programs. A. Market aggregation B. Psychographics C. Market segmentation D. Undifferentiated marketing

14. Mass marketing: A. involves focusing efforts on a limited segment in the market. B. refers to designing specific products and services to meet the needs of different target groups. C. involves marketing a product to the entire market with no differentiation at all. D. is the most common form of segmentation followed by large companies.