Archive for November 2021

List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.

List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.



Several factors affect the number of focus groups needed. These include the scope of the issue, the number of distinct market segments, the heterogeneity of the segments, the number of new ideas desired, the level of geographic distinction, the level of ethnic distinction, and the level of detail desired. For each factor, the larger the number, scope, or issue, the more focus groups needed.

Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.

Explain the three types of nonprobability sampling techniques commonly used to select samples for qualitative research studies.



The three types of nonprobability sampling techniques used for qualitative research are purposive sampling, snowball sampling, and convenience sampling. Purposive sampling means that researchers choose participants arbitrarily for their unique characteristics, experiences, attitudes or perceptions. Snowball sampling means that the participants refer researchers to others how have characteristics, experiences, or attitudes similar to or different from their own. Convenience sampling means that the researchers select any readily available individuals as participants.

How can researchers increase the confidence business decision makers have in qualitative data?

How can researchers increase the confidence business decision makers have in qualitative data?



There are several actions that improve the trustworthiness of qualitative data. These include using literature searches, justifying the methods chosen, using a natural setting, choosing sample participants for relevance to the breadth of the issue, developing and including questions that reveal the exceptions to a rule or theory, carefully structuring the data analysis, comparing data across multiple sources and different contexts, and conducting peer-researcher debriefing on results.

In order to increase participation during group interviews, moderators should ____.

In order to increase participation during group interviews, moderators should ____.



A. Use abstract terminology in the questions


B. Not express appreciation for a participant's contributions


C. Discourage participant questions


D. Encourage participants to socialize


E. Disguise the purpose of the interview.



Answer: D. Encourage participants to socialize

Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama, in order to highlight that players most desired attributes. This is an example of what technique?

Fans of the Cincinnati Reds are asked to compare their favorite player to President Obama, in order to highlight that players most desired attributes. This is an example of what technique?



A. Grounded Theory


B. Ambiguities and Paradoxes


C. Visitor from another planet


D. Authority Figure


E. Laddering



Answer: D. Authority Figure

Following the interview question hierarchy, the idea is to ____.

Following the interview question hierarchy, the idea is to ____.



A. Ask the specific questions that address client issues first


B. Introduce multiple topics very quickly, and move the questions between the topics


C. Ask only broad topical questions


D. Start with a broad issue and continue to narrow the topic to reach specific questions of interest


E. None of the above



Answer: D. Start with a broad issue and continue to narrow the topic to reach specific questions of interest

Nikon sends researchers to the homes of camera owners who have had babies within the last year to observe how new Moms are using the features of their cameras. After the observation session, the research interviews the Moms about what was observed to clarify the motivation. This is an example of ____.

Nikon sends researchers to the homes of camera owners who have had babies within the last year to observe how new Moms are using the features of their cameras. After the observation session, the research interviews the Moms about what was observed to clarify the motivation. This is an example of ____.



A. Triangulation


B. Cultural Interview


C. Life History


D. Convergent Interviewing


E. Ethnography



Answer: E. Ethnography

Cosmetic giant CoverGril has researchers using structured individual depth interviews to interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman. With each subsequent interview, the questions are kept, modified, or replaced to reflect the findings of previous interviews. CoverGirl is using what technique?

Cosmetic giant CoverGril has researchers using structured individual depth interviews to interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman. With each subsequent interview, the questions are kept, modified, or replaced to reflect the findings of previous interviews. CoverGirl is using what technique?



A. Grounded Theory


B. Cultural Interview


C. Life History


D. Convergent Interviewing


E. Ethnography



Answer: A. Grounded Theory

Which term below is used to describe a series of interviews, done with subject experts, which are used to develop or refine appropriate measurement questions for a subsequent research project?

Which term below is used to describe a series of interviews, done with subject experts, which are used to develop or refine appropriate measurement questions for a subsequent research project?



A. Triangulation


B. Cultural Interview


C. Life History


D. Convergent Interviewing


E. Ethnography



Answer: D. Convergent Interviewing

Which type of research is designed to address complex, practical problems using brainstorming, followed by sequential trial-and-error attempts until the desired results are achieved?

Which type of research is designed to address complex, practical problems using brainstorming, followed by sequential trial-and-error attempts until the desired results are achieved?



A. Case history


B. Action research


C. Causal research


D. Grounded theory


E. Ethnography



Answer: B. Action research

The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns, ideas, attitudes, and feelings is called _____.

The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns, ideas, attitudes, and feelings is called _____.



A. brand mapping


B. component sorts


C. ethnographic interpretation


D. word association


E. content analysis



Answer: E. content analysis

Focus groups should not be used when _____.

Focus groups should not be used when _____.



A. facing a high-risk decision


B. stimulating new ideas for products


C. obtaining general background about a topic


D. uncovering perceptions about a brand


E. diagnosing problems



Answer: A. facing a high-risk decision

A telephone focus group is a viable alternative to a traditional focus group when _____.

A telephone focus group is a viable alternative to a traditional focus group when _____.



A. participants need to handle a product


B. it is difficult to recruit desired participants


C. sessions will run long


D. participants are groups of children


E. all of the above



Answer: B. it is difficult to recruit desired participants

Aur mere chamaat bhi.All of the following statements about determining the number of group interviews are true except _____.

Aur mere chamaat bhi.All of the following statements about determining the number of group interviews are true except _____.



A. the broader the issue, the more groups needed


B. the larger the number of distinct market segments of interest, the more groups needed


C. the greater the level of detail, the more groups needed


D. the more homogeneous the market segment, the more groups needed


E. the larger the number of new ideas desired, the more groups needed



Answer: D. the more homogeneous the market segment, the more groups needed

Which statement below best reflects the general rule regarding how many group interviews should be conducted for a given research project?

Which statement below best reflects the general rule regarding how many group interviews should be conducted for a given research project?



A. Conduct interviews until no new insight is gained


B. Use at least 3 groups for every geographic region involved


C. Include groups of men only, women only, and men and women combined


D. The more homogeneous the groups, the more groups are needed


E. All of the above are true



Answer: A. Conduct interviews until no new insight is gained

Anne is moderating a focus group of university professors to understand how they use multimedia in the classroom. All of the participants teach classes with more than 100 students at large, public universities. The composition of this group could be described as _____.

Anne is moderating a focus group of university professors to understand how they use multimedia in the classroom. All of the participants teach classes with more than 100 students at large, public universities. The composition of this group could be described as _____.



A. heterogeneous


B. homogeneous


C. non expert


D. dyadic


E. none of the above



Answer: B. homogeneous

Research on service quality frequently uses a technique called _____ in which the participant describes what led up to an incident, what was effective or ineffective, and the outcome.

Research on service quality frequently uses a technique called _____ in which the participant describes what led up to an incident, what was effective or ineffective, and the outcome.



A. life histories


B. cultural interviews


C. sequential interviewing


D. critical incident technique


E. oral history



Answer: D. critical incident technique

When individual depth interviews are aided by the use of computer-generated visual and auditory aids, the method is known as _____.

When individual depth interviews are aided by the use of computer-generated visual and auditory aids, the method is known as _____.



A. computer-assisted telephone interviewing (CATI)


B. computer-assisted personal interviewing (CAPI)


C. online interviewing


D. group interviewing


E. computer-aided design (CAD)



Answer: B. computer-assisted personal interviewing (CAPI)

American Airlines is conducting a qualitative study on preferences of business travelers who fly frequently. Before inviting an individual to participate, the researcher on the project wants to ensure that all participants travel for business more than pleasure and meet the American Airlines' definition of frequent flier. What is the best way for the researcher to ensure that participants will meet these criteria?

American Airlines is conducting a qualitative study on preferences of business travelers who fly frequently. Before inviting an individual to participate, the researcher on the project wants to ensure that all participants travel for business more than pleasure and meet the American Airlines' definition of frequent flier. What is the best way for the researcher to ensure that participants will meet these criteria?



A. Use a recruitment screener prior to inviting individuals to participate


B. Delete interviews after the study ends from those who don't meet the qualifications


C. Draw a sample from a list of people with an American Airlines affinity credit card


D. Draw a sample from a list of people with an affinity credit card associated with any airline


E. Contact a travel agency for a list of prospects



Answer: A. Use a recruitment screener prior to inviting individuals to participate

Participants in a study designed to identify symbolic benefits associated with Sutter Home wines are shown a photograph of a man eating at an upscale restaurant. The man in the picture is alone and has a glass of wine with his mea. The participants are asked to describe how the person in the picture feels and thinks. This is an example of a(n) _____ projective technique.

Participants in a study designed to identify symbolic benefits associated with Sutter Home wines are shown a photograph of a man eating at an upscale restaurant. The man in the picture is alone and has a glass of wine with his mea. The participants are asked to describe how the person in the picture feels and thinks. This is an example of a(n) _____ projective technique.



A. picture association


B. empty balloons


C. thematic apperception test


D. imagination exercise


E. personification



Answer: C. thematic apperception test

In a study of attitudes toward buying fake goods, participants are asked to complete this sentence: "People who buy fake Louis Vuitton handbags are . . ." This is an example of a(n) _____ projective technique.

In a study of attitudes toward buying fake goods, participants are asked to complete this sentence: "People who buy fake Louis Vuitton handbags are . . ." This is an example of a(n) _____ projective technique.



A. picture association


B. empty balloons


C. sentence completion


D. imagination exercise


E. personification



Answer: C. sentence completion

Jack is participating in a research study. The interviewer asks Jack to say the first word that comes to mind when he hears a product's benefits. What type of projective technique is this an example of?

Jack is participating in a research study. The interviewer asks Jack to say the first word that comes to mind when he hears a product's benefits. What type of projective technique is this an example of?



A. Thematic apperception test


B. Sentence completion


C. Brand mapping


D. Laddering


E. Word association



Answer: E. Word association

Jackson is conducting interviews to identify patterns in consumer decision making for high-involvement products. Which type of interview should he use if he needs a high degree of comparability among responses, no question variability, and to maintain his own neutrality during the interviews?

Jackson is conducting interviews to identify patterns in consumer decision making for high-involvement products. Which type of interview should he use if he needs a high degree of comparability among responses, no question variability, and to maintain his own neutrality during the interviews?



A. Unstructured


B. Structured


C. Semistructured


D. Closed-ended


E. Briefing



Answer: B. Structured

Which of the following is true of structured interviews?

Which of the following is true of structured interviews?



A. Permits direct comparability of responses


B. Encourages variation in questions


C. Interviewer probes may bias answers


D. Responses are closed-ended


E. All of the above



Answer: A. Permits direct comparability of responses

_____ interviews have certain specific questions that are asked of all participants but also allow the interviewer freedom to probe the respondent based on his or her specific answers.

_____ interviews have certain specific questions that are asked of all participants but also allow the interviewer freedom to probe the respondent based on his or her specific answers.



A. Structured


B. Semistructured


C. Unstructured


D. Closed-ended


E. Direct interviewing



Answer: B. Semistructured

Jane is conducting interviews in order to develop a customer profile for her client. She customizes each interview to each participant and does not ask specific questions. What type of interview format is Jane using?

Jane is conducting interviews in order to develop a customer profile for her client. She customizes each interview to each participant and does not ask specific questions. What type of interview format is Jane using?



A. Structured


B. Semistructured


C. Unstructured


D. Closed-ended


E. Direct interviewing



Answer: C. Unstructured

Which type of nonprobability sampling technique is most useful when individuals with the desired characteristics, experiences, or attitudes are difficult to identify or reach?

Which type of nonprobability sampling technique is most useful when individuals with the desired characteristics, experiences, or attitudes are difficult to identify or reach?



A. Random sampling


B. Purposive sampling


C. Convenience sampling


D. Snowball sampling


E. Quota sampling



Answer: D. Snowball sampling

Convenience sampling is a nonprobability sampling technique in which _____.

Convenience sampling is a nonprobability sampling technique in which _____.



A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes


B. participants are chosen and then refer others with similar or different characteristics


C. researchers select any readily available individuals as participants


D. researchers systematically select participants from a sampling frame


E. researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics



Answer: C. researchers select any readily available individuals as participants

Snowball sampling is a nonprobability sampling technique in which _____.

Snowball sampling is a nonprobability sampling technique in which _____.



A. participants are chosen arbitrarily for their unique characteristics, experiences, or attitudes


B. participants are chosen and then refer others with similar or different characteristics


C. researchers select any readily available individuals as participants


D. researchers systematically select participants from a sampling frame


E. researchers chose readily available individuals as participants but seek to ensure a good mix of demographic characteristics



Answer: B. participants are chosen and then refer others with similar or different characteristics

Which type of nonprobability sampling technique involves choosing participants arbitrarily for their unique characteristics, experiences, attitudes, or perceptions?

Which type of nonprobability sampling technique involves choosing participants arbitrarily for their unique characteristics, experiences, attitudes, or perceptions?



A. Random sampling


B. Purposive sampling


C. Convenience sampling


D. Snowball sampling


E. Quota sampling



Answer: B. Purposive sampling

Which of the following is true of quantitative research?

Which of the following is true of quantitative research?



A. It uses a nonprobability sampling method


B. Results are generalizable


C. Data analysis is ongoing during the project


D. Sample sizes are generally small


E. It uses multiple data collection methods



Answer: B. Results are generalizable

The most important disadvantage of a convenience sample is that:

The most important disadvantage of a convenience sample is that:



A. It takes a lot of time and effort to find respondents.

B. The research results cannot be generalized to the population.

C. Systematic biases are possible.

D. It is relatively expensive.



Answer: B. The research results cannot be generalized to the population.

A researcher who investigates the relationship between the loyalty program of a specific supermarket and the loyalty towards this supermarket, collects his data by questioning consumers who leave the specific supermarket on several daily periods. The sampling method used by this researcher is called:

A researcher who investigates the relationship between the loyalty program of a specific supermarket and the loyalty towards this supermarket, collects his data by questioning consumers who leave the specific supermarket on several daily periods. The sampling method used by this researcher is called:



A. Convenience sampling.

B. Simple random sampling.

C. Stratified sampling.

D. Quota sampling.



Answer: A. Convenience sampling.

What is not an advantage of observation as a research method?

What is not an advantage of observation as a research method?



A. The obtained data are generally reliable and free of respondent bias.

B. It is relatively easy to note the effects of environmental influences on specific outcomes.

C. It is easy to observe certain groups or individuals from whom it may be otherwise difficult to obtain information.

D. It is a cheap and fast way to collect information.



Answer: D. It is a cheap and fast way to collect information.

Robert stands three times on a pair of scales within a period of 5 minutes. The first time he weighs 92 kg, the second time he weighs 102 kg and the third time he weighs 95 kg. His real weight is 86 kg. What is the matter with the scales?

Robert stands three times on a pair of scales within a period of 5 minutes. The first time he weighs 92 kg, the second time he weighs 102 kg and the third time he weighs 95 kg. His real weight is 86 kg. What is the matter with the scales?



A. The pair of scales is not reliable and not valid.

B. The pair of scales is reliable but is not valid.

C. The pair of scales is not reliable but is valid.

D. The pair of scales is reliable and valid.



Answer: A. The pair of scales is not reliable and not valid.

In what way can content validity of a scale be determined?

In what way can content validity of a scale be determined?



A. A panel of experts judges a measuring instrument.

B. When the score obtained by measuring a variable is empirically found to correlate with a related variable.

C. When the score obtained by measuring a variable is empirically found not to correlate with an unrelated variable.

D. All of the above.



Answer: A. A panel of experts judges a measuring instrument.

Julia stands on a pair of scales three times in a row. The first time she weighs 69 kilo, the second time 69 kilo, and the third time 69 kilo. Her real weight is 51 kilo. What is the matter with the scales?

Julia stands on a pair of scales three times in a row. The first time she weighs 69 kilo, the second time 69 kilo, and the third time 69 kilo. Her real weight is 51 kilo. What is the matter with the scales?



A. The pair of scales is not reliable and not valid.

B. The pair of scales is reliable but is not valid.

C. The pair of scales is not reliable but is valid.

D. The pair of scales is reliable and valid.



Answer: B. The pair of scales is reliable but is not valid.

What is the most powerful scale?

What is the most powerful scale?



A. A nominal scale.

B. An ordinal scale.

C. An interval scale.

D. A ratio scale.



Answer: D. A ratio scale.

A father measures the length of his son. Which of the following statements is correct?

A father measures the length of his son.
Which of the following statements is correct?



A. The son is the object; the length is the attribute.

B. The father is the object; the length is the attribute.

C. The son is the object; the tape measure is the attribute.

D. Length is the object; the tape measure is the attribute.



Answer: A. The son is the object; the length is the attribute.

Operationalizing is:

Operationalizing is:



A. Designing questionnaires.

B. Translating a problem definition into a research question.

C. Making an abstract concept measurable.

D. Defining difficult concepts in the research proposal.



Answer: C. Making an abstract concept measurable.

Examples of characteristics of objects are:

Examples of characteristics of objects are:



A. Length, weight, and country.

B. Arousal seeking tendency, strategic business unit, and shopping enjoyment.

C. Service quality, conditioning effects, and taste.

D. Restaurants, shampoo, and service quality.



Answer: C. Service quality, conditioning effects, and taste.

Objects include:

Objects include:



A. Persons, strategic business units, and companies.

B. Countries, cars, and arousal seeking tendency.

C. Elephants, kitchen appliances, and shopping enjoyment.

D. Restaurants, shampoo, and service quality.



Answer: A. Persons, strategic business units, and companies.

The goal of a _____________ study, hence, is to offer to the researcher a profile of the phenomena of interest from an individual, organizational, industry-oriented, or other perspective.

The goal of a _____________ study, hence, is to offer to the researcher a profile of the phenomena of interest from an individual, organizational, industry-oriented, or other perspective.



A. Exploratory.

B. Descriptive.

C. Causal.

D. Experimental.



Answer: B. Descriptive.

Which of the following studies is a causal study? The researcher tries to find out:

Which of the following studies is a causal study? The researcher tries to find out:



A. What percentage of the population thinks commercials are annoying compared to 10 years ago.

B. Why unemployment in Europe is higher than in Asia.

C. If smoking is related to cancer.

D. All the above answers are correct.



Answer: B. Why unemployment in Europe is higher than in Asia.

Which of the following is most suitable when there is little to no insight into a certain problem or when there is no information available on how similar problems or research issues have been solved in the past?

Which of the following is most suitable when there is little to no insight into a certain problem or when there is no information available on how similar problems or research issues have been solved in the past?



A. Exploratory research.

B. Descriptive research.

C. Causal research.

D. Experimental research.



Answer: A. Exploratory research.

What is the moderating variable in the following model?

What is the moderating variable in the following model?



A. Workforce diversity.

B. Creative Synergy.

C. Organizational effectiveness.

D. None of the above.



Answer: D. None of the above.

A ______________ is one that surfaces between the time the independent variables start operating to influence the dependent variable and the time their impact is felt on it.

A ______________ is one that surfaces between the time the independent variables start operating to influence the dependent variable and the time their impact is felt on it.



A. Mediating variable.

B. Extraneous variable.

C. Moderating variable.

D. Confounding variable.



Answer: A. Mediating variable.

A marketing manager believes that sales promotion has a positive effect on sales. Although he believes that this relationship holds true generally for all consumers he also believes that it is nevertheless contingent on the price consciousness of consumers. What would be the dependent variable here?

A marketing manager believes that sales promotion has a positive effect on sales. Although he believes that this relationship holds true generally for all consumers he also believes that it is nevertheless contingent on the price consciousness of consumers.
What would be the dependent variable here?



A. Profits.

B. Sales promotion.

C. Price consciousness.

D. Sales.



Answer: D. Sales.

Which of the following does not represent a criterion for assessing the value of articles or books?

Which of the following does not represent a criterion for assessing the value of articles or books?



A. The relevance of the issues that are addressed in the article or book.

B. The importance of a book or article in terms of citations.

C. The year of publication of the article or book.

D. The number of authors of the article or book.



Answer: D. The number of authors of the article or book.

From an academic perspective, research is relevant if:

From an academic perspective, research is relevant if:



A. Nothing is known about a topic.

B. Much is known about the topic, but the knowledge is scattered and not integrated.

C. Much research on the topic is available, but the results are (partly) contradictory.

D. All of the above.



Answer: D. All of the above.

Which of the following is a hierarchical listing of the hypothetico-deductive research method?

Which of the following is a hierarchical listing of the hypothetico-deductive research method?



A. Identify a broad problem area - Define the problem statement - Develop hypotheses - Determine measures - Data collection - Data analysis - Interpretation of data


B. Identify a broad problem area - Define the problem statement - Determine measures - Data collection - Develop hypotheses - Data analysis - Interpretation of data


C. Define the problem statement - Identify a broad problem area - Determine measures - Develop hypotheses - Data collection - Data analysis - Interpretation of data


D. Identify a broad problem area - Develop hypotheses - Determine measures - Data collection - Data analysis - Interpretation of data



Answer: Identify a broad problem area - Define the problem statement - Develop hypotheses - Determine measures - Data collection - Data analysis - Interpretation of data

Parsimony refers to:

Parsimony refers to:



A. the probability that our estimations are correct.

B. the idea that a simple model explaining a certain phenomenon is preferred to a complex model.

C. the fact that findings are generalizable.

D. the fact that an investigation has a clear theoretical base.



Answer: B. the idea that a simple model explaining a certain phenomenon is preferred to a complex model.

Rigor' related to scientific investigation refers, amongst others, to:

Rigor' related to scientific investigation refers, amongst others, to:



A. the probability that our estimations are correct.

B. the idea that a simple model that explains a certain phenomenon has preference over a complex model.

C. the fact that findings are generalizable.

D. the fact that a study has a good theoretical base.



Answer: D. the fact that a study has a good theoretical base.

Which of the following states that managers must look beyond what is legal and allowable and develop standards based on personal​ integrity, corporate​ conscience, and​ long-term consumer​ welfare?

Which of the following states that managers must look beyond what is legal and allowable and develop standards based on personal​ integrity, corporate​ conscience, and​ long-term consumer​ welfare?



A.

The sustainable marketing concept

B.

The​ consumer-oriented marketing concept

C.

The customer value marketing concept

D.

The societal marketing concept

E.

The​ sense-of-mission marketing concept



Answer: A

Which of the following means striving for building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core​ values: honesty,​ responsibility, fairness,​ respect, transparency, and​ citizenship?

Which of the following means striving for building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core​ values: honesty,​ responsibility, fairness,​ respect, transparency, and​ citizenship?



A.

Embrace ethical values

B.

Never be deceptive

C.

Incorporate a sense of mission

D.

Do no harm

E.

Foster trust in the marketing system



Answer: A

________ refers to striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product​ design, pricing,​ communication, and delivery or distribution.

________ refers to striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product​ design, pricing,​ communication, and delivery or distribution.



A.

​"Foster trust in the marketing​ system"

B.

​"Never be​ deceptive"

C.

​"Incorporate a sense of​ mission"

D.

​"Do no​ harm"

E.

​"Embrace ethical​ values"



Answer: A

Which of the following is included in the American Marketing​ Association's (AMA) Code of Ethics and stresses consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we​ make?

Which of the following is included in the American Marketing​ Association's (AMA) Code of Ethics and stresses consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we​ make?



A.

Foster trust in the marketing system

B.

Avoid deception and misleading marketing practices

C.

Embrace ethical values

D.

Incorporate a sense of mission

E.

Do no harm



Answer: E

According to the sustainable marketing​ concept, a​ company's marketing objectives should support the​ ____________.

According to the sustainable marketing​ concept, a​ company's marketing objectives should support the​ ____________.



A.

​company's sense of mission

B.

​company's value-based marketing objectives

C.

overall strategic plans and revenue goals of the organization

D.

​company's long-term revenue and profit goals

E.

best​ long-run performance of the marketing system



Answer: E

Companies embracing environmental sustainability policies develop strategies to implement them. The strategies include which of the following two​ components?

Companies embracing environmental sustainability policies develop strategies to implement them. The strategies include which of the following two​ components?



A.

sustain the environment and produce profits for the company

B.

ensure sustainability and establish sustainability policies

C.

implement renewable energy policies and protect company profits

D.

create recycling policies and ensure sustainability

E.

sustain the environment and implement renewable energy policies



Answer: A

Which of the following describes an organized movement of concerned​ citizens, businesses, and government agencies designed to protect and improve​ people's current and future living​ environment?

Which of the following describes an organized movement of concerned​ citizens, businesses, and government agencies designed to protect and improve​ people's current and future living​ environment?



A.

Environmentalism

B.

Conscious consumption

C.

Sustainable marketing

D.

Consumerism

E.

Societal marketing



Answer: A

Criticism has been leveled at marketing for negative impact on other businesses. Of the​ following, which does NOT fall within those​ criticisms?

Criticism has been leveled at marketing for negative impact on other businesses. Of the​ following, which does NOT fall within those​ criticisms?



A.

Unfair competitive marketing practices

B.

Creating false wants and too much materialism

C.

Practices that create barriers to entry

D.

Reducing competition through acquisitions

E.

Harming competitors through acquisitions



Answer: B

Because of deceptive acts or practices by​ companies, Congress has enacted legislation designed to protect consumers. Which of the following was enacted to protect consumers against deceptive acts or​ practices?

Because of deceptive acts or practices by​ companies, Congress has enacted legislation designed to protect consumers. Which of the following was enacted to protect consumers against deceptive acts or​ practices?


A.

Credit Card​ Accountability, Responsibility, and Disclosure Act

B.

Federal Trade Commission Act of 1914

C.

Consumer Rights Act of 2015

D.

Fair Credit Reporting Law

E.

​Wheeler-Lea Act of 1938



Answer: E

Practices such as misrepresenting the​ product's features or performance or luring customers to the store for a bargain that is out of stock are considered​ ____________________.

Practices such as misrepresenting the​ product's features or performance or luring customers to the store for a bargain that is out of stock are considered​ ____________________.



A.

deceptive pricing

B.

excessive markups

C.

deceptive packaging

D.

baiting

E.

deceptive promotion



Answer: E

The difference between the marketing concept and the sustainable marketing concept is that the marketing concept​ ________.

The difference between the marketing concept and the sustainable marketing concept is that the marketing concept​ ________.



A.

recognizes that companies thrive by fulfilling the​ day-to-day needs of customers

B.

teaches that there are major controllable factors of any marketing mix

C.

understands that companies need​ long-term planning

D.

embraces the principles of customer relationship management

E.

recognizes that companies thrive and grow by having​ long-term revenue goals



Answer: A

Which of the following is a type of marketing that calls for meeting the present needs of consumers and businesses while preserving or enhancing the ability of future generations to meet their​ needs?

Which of the following is a type of marketing that calls for meeting the present needs of consumers and businesses while preserving or enhancing the ability of future generations to meet their​ needs?



A.

Societal marketing

B.

Global marketing

C.

Sustainable marketing

D.

Cause marketing

E.

Strategic planning



Answer: C

Which of the following correctly describes customer​ purchases, sales force​ contacts, service and support​ calls, web and social media site​ visits, satisfaction​ surveys, credit and payment​ interactions, and market research​ studies?

Which of the following correctly describes customer​ purchases, sales force​ contacts, service and support​ calls, web and social media site​ visits, satisfaction​ surveys, credit and payment​ interactions, and market research​ studies?



A.

Sales calls

B.

Purchases

C.

Service calls

D.

Satisfaction surveys

E.

Touch points



Answer: E

Which of the following is NOT a step in the marketing research​ process?

Which of the following is NOT a step in the marketing research​ process?



A.

Defining the research problem

B.

Implementing the research plan

C.

Developing the research plan

D.

Comparing research findings to other studies

E.

Interpreting and reporting the findings



Answer: D

Which of the following is NOT a primary goal of competitive marketing​ intelligence?

Which of the following is NOT a primary goal of competitive marketing​ intelligence?



A.

Improving strategic decision making

B.

Creating an understanding of the​ business-to-business environment

C.

Providing early warnings of threats

D.

Assessing and tracking​ competitors' actions,

E.

Providing early warnings of opportunities



Answer: B

Marketers obtain needed marketing information from which of the​ following?

Marketers obtain needed marketing information from which of the​ following?



A.

Marketing​ managers, information​ users, and internal databases

B.

Internal​ data, big​ data, and market research

C.

Marketing​ intelligence, marketing​ research, and the marketing environment

D.

Internal​ data, marketing​ intelligence, and marketing research

E.

Internal​ data, marketing​ research, and marketing managers



Answer: D

Which of the following is the primary reason firms use competitive marketing​ intelligence?

Which of the following is the primary reason firms use competitive marketing​ intelligence?



A.

To gain early insights into competitor moves and​ strategies, and to prepare quick responses

B.

To assess and respond to a​ competitor's social media strategies

C.

To understand more about a​ competitor's new product development efforts

D.

To make early decisions regarding pricing strategies of competitors

E.

To gain an understanding of a​ competitor's channels of distribution



Answer: A

A​ company's marketing information system​ (MIS) is valuable because it​ ___________________.

A​ company's marketing information system​ (MIS) is valuable because it​ ___________________.



A.

maintains the​ company's internal database of customers

B.

allows a company to outperform its competitors in the marketplace

C.

ensures that the company will have good customer service

D.

enables a company to use customer insights to improve relationships with customers

E.

increases the likelihood that a customer will buy a product



Answer: D

Juanita owns a small​ hot-air balloon company in​ Albuquerque, New Mexico. She recently started a Facebook page for her​ company, and many of her customers are asking for​ store-sponsored hot-air balloon trips. They believe​ Juanita's expertise would make her the perfect guide. Juanita decides to host quarterly​ hot-air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Juanita's situation?

Juanita owns a small​ hot-air balloon company in​ Albuquerque, New Mexico. She recently started a Facebook page for her​ company, and many of her customers are asking for​ store-sponsored hot-air balloon trips. They believe​ Juanita's expertise would make her the perfect guide. Juanita decides to host quarterly​ hot-air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Juanita's situation?



A.

Customer insights are emotional and often irrelevant to a small business.

B.

Most small businesses have no way of easily accessing customer insights.

C.

Customer insights are not dependable.

D.

Customer insights can provide valuable information to a small businesses.

E.

Customer insights can be gained only through costly market research.



Answer: D

Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS?

Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS?



A.

Distribute necessary information to the marketing team

B.

Conduct surveys or focus groups to gather information

C.

Analyze the information gathered in market research

D.

Assess the information needs of the company

E.

Determine how to use the information gathered by market research



Answer: D

What constitutes a marketing information system​ (MIS)?

What constitutes a marketing information system​ (MIS)?



A.

A customer relationship management system

B.

A customer insights and analysis team

C.

An internal database that is used with big data

D.

A system of competitive marketing intelligence

E.

A system to generate and validate actionable customer and market insights



Answer: E

Which of the following BEST describes the purpose of customer​ insights?

Which of the following BEST describes the purpose of customer​ insights?



A.

To represent the company to its customers

B.

To advertise new products to customer bases

C.

To create more value for customers

D.

To develop new markets of customers for the company

E.

To instruct other company departments in customer service



Answer: C

​Beverly's Burgers came under fire recently when allegations were made that its veggie burgers were actually made with beef. To counter the​ claims, the restaurant called in a company to test not only its veggie​ burgers, but also the rest of its vegetarian options to prove they lacked meat. The results were displayed publicly on the​ restaurant's Facebook page. What BEST describes​ Beverly's Burgers' response to the​ allegations?

​Beverly's Burgers came under fire recently when allegations were made that its veggie burgers were actually made with beef. To counter the​ claims, the restaurant called in a company to test not only its veggie​ burgers, but also the rest of its vegetarian options to prove they lacked meat. The results were displayed publicly on the​ restaurant's Facebook page. What BEST describes​ Beverly's Burgers' response to the​ allegations?



A.

Passive

B.

Proactive

C.

Steadfast

D.

Determinative

E.

Reactive



Answer: B

The third purpose of government regulation is to​ _____________________.

The third purpose of government regulation is to​ _____________________.



A.

punish companies for unlawful behavior

B.

protect companies from each other

C.

regulate and constrain companies

D.

protect consumers from unfair international trade

E.

protect the interests of society against unrestrained business practices



Answer: E

The second purpose of government regulation is to​ _____________________.

The second purpose of government regulation is to​ _____________________.



A.

punish companies for unlawful behavior

B.

regulate and constrain companies

C.

protect the interests of society against business competition

D.

protect companies from each other

E.

protect consumers from unfair business practices



Answer: E

There have been dramatic changes in the political environment that affect marketing. Which of the following does NOT represent one of those​ changes?

There have been dramatic changes in the political environment that affect marketing. Which of the following does NOT represent one of those​ changes?



A.

Greater emphasis on social responsibility

B.

Strong emphasis on free trade and open borders

C.

Increasing legislation regulating business

D.

Greater emphasis on ethics

E.

Strong government agency enforcement



Answer: B

Of the​ following, which best reflects how the American population has changed over​ time?

Of the​ following, which best reflects how the American population has changed over​ time?



A.

It has become more skeptical about marketing schemes.

B.

It has become​ wealthier, more​ cultured, and more frivolous in its spending habits.

C.

It has become more​ diverse, better​ educated, and more mobile.

D.

It has become closer knit and more​ family-oriented.

E.

It has become more likely to develop brand loyalty.



Answer: C

_______________ is a group numbering 55 million or more consumers and sometimes is an overlooked​ "in-between" consumer group because it is both smaller and less materialistic than other groups and prizes​ experience, not acquisition.

_______________ is a group numbering 55 million or more consumers and sometimes is an overlooked​ "in-between" consumer group because it is both smaller and less materialistic than other groups and prizes​ experience, not acquisition.



A.

Senior citizens

B.

Generation X

C.

Generation Z

D.

Echo boomers

E.

Baby boomers



Answer: B

Jill Parker owns​ 2,000 acres of ranchland in Iowa.​ Recently, a supply of natural gas was discovered on her property. Not knowing much about the marketing​ environment, she asks you what she should do. Which of the following is the BEST​ advice?

Jill Parker owns​ 2,000 acres of ranchland in Iowa.​ Recently, a supply of natural gas was discovered on her property. Not knowing much about the marketing​ environment, she asks you what she should do. Which of the following is the BEST​ advice?



A.

Jill should focus on negotiating with a local gas company for personal consumption.

B.

Jill should try to find propane reseller markets.

C.

Jill should focus on ranching and ignore trying to commercialize or sell the natural gas.

D.

Jill should focus her attention on the government markets.

E.

Jill should focus on the business market and license the natural gas rights.



Answer: E

Nguyen's Sporting Goods is having difficulty obtaining the credit it needs to expand. What should the company do in order to alleviate its financial​ situation?

Nguyen's Sporting Goods is having difficulty obtaining the credit it needs to expand. What should the company do in order to alleviate its financial​ situation?



A.

Analyze the finances of one of its competitors

B.

Find a new physical distribution firm

C.

Work out a plan with its financial intermediaries

D.

Reexamine its relationship with its resellers

E.

Devise a marketing plan with a marketing service agency



Answer: C

Sanchez Hispanic Foods and Seasonings has started to grow larger than the Sanchez family could ever have imagined. The company is having a hard time keeping track of all of the​ business' marketing activities. They know that they are going to need help to keep the business growing and are looking for solutions. Which of the following potential hires is likely the best decision for the Sanchez​ family?

Sanchez Hispanic Foods and Seasonings has started to grow larger than the Sanchez family could ever have imagined. The company is having a hard time keeping track of all of the​ business' marketing activities. They know that they are going to need help to keep the business growing and are looking for solutions. Which of the following potential hires is likely the best decision for the Sanchez​ family?



A.

Karin​ Petersen, an operations specialist who would be hired as the new chief operating officer

B.

Craig​ Moore, an extremely successful entrepreneur who is actually looking to acquire the company and grow the business exponentially

C.

Noah​ Lopez, a marketing specialist and expert who would be hired as the Sanchez​ family's new chief marketing officer

D.

Jose​ Gonzalez, one of the Sanchez​ family's best friends and a fellow entrepreneur who would come on as an additional chief executive officer

E.

Claudia​ Jimenez, a​ well-educated accountant who would begin working as the new chief financial officer



Answer: C

Why is marketing return on investment​ (ROI) so difficult to​ measure?

Why is marketing return on investment​ (ROI) so difficult to​ measure?



A.

​Customer-centered measures are inconvenient.

B.

There is no consistent definition.

C.

Marketers do not keep adequate records.

D.

Marketing dashboards are inconsistent.

E.

The market economics constantly change.



Answer: B

Which of the following is a valid concern when it comes to the four Ps​ concept?

Which of the following is a valid concern when it comes to the four Ps​ concept?



A.

It is not helpful for​ not-for-profit companies.

B.

It does not include comprehensive elements from market strategy.

C.

It may omit or underemphasize certain important activities.

D.

It uses the​ buyer's view of the markets.

E.

It does not include services.



Answer: C

Using the BCG​ growth-share matrix as a​ guide, Masumura Technologies identified question marks in its business portfolio but is currently maintaining its market share. At a recent meeting with the​ company's senior management​ team, the CEO of Masumura and her team members decided to allocate all of the​ company's profits toward the growth and expansion of these question​ marks, in order to cause the question marks to become stars. What is likely to happen to this​ company?

Using the BCG​ growth-share matrix as a​ guide, Masumura Technologies identified question marks in its business portfolio but is currently maintaining its market share. At a recent meeting with the​ company's senior management​ team, the CEO of Masumura and her team members decided to allocate all of the​ company's profits toward the growth and expansion of these question​ marks, in order to cause the question marks to become stars. What is likely to happen to this​ company?



A.

The company will gain market share and prosper as the question marks are developed.

B.

The growth of the company will be unpredictable because there is no guarantee that a question mark will become a star.

C.

The company will be unable to sustain itself because its profits will be spent on developing question marks and not on maintaining more profitable SBUs.

D.

The company will go bankrupt because all of its profits will be wasted on uncertain SBUs.

E.

The company will not show any growth or change at all because profits will neither increase nor decrease.



Answer: B

What are stars in the​ growth-share matrix?

What are stars in the​ growth-share matrix?



A.

​High-growth, high-share businesses or products

B.

​Low-growth, low-share businesses and products

C.

​Low-share, high-growth businesses or products

D.

The​ growth-share matrix does not contain stars.

E.

​Low-growth, high-share businesses or products



Answer: A

After creating a​ company's mission and​ objectives, the executive team must then plan​ ____________ by keeping in mind the best fit for its​ strengths, weaknesses, and opportunities in the environment.

After creating a​ company's mission and​ objectives, the executive team must then plan​ ____________ by keeping in mind the best fit for its​ strengths, weaknesses, and opportunities in the environment.



A.

individual department objectives

B.

its business portfolio

C.

its research and development efforts

D.

revenue goals and objectives

E.

its overall growth strategy



Answer: B

Which of the following actions helps a company find the game plan for​ long-run survival and growth that makes the most sense given its specific​ situation, opportunities,​ objectives, and​ resources?

Which of the following actions helps a company find the game plan for​ long-run survival and growth that makes the most sense given its specific​ situation, opportunities,​ objectives, and​ resources?



A.

Strategic planning

B.

Individual departmental planning

C.

Financial and revenue planning

D.

Research and development planning

E.

Marketing planning



Answer: A

A new hardware company is writing its mission statement. Which of the following is the BEST mission statement possible for the new​ company?

A new hardware company is writing its mission statement. Which of the following is the BEST mission statement possible for the new​ company?


A.

We embrace the deeper meaning of home and commercial improvements.

B.

We will be the best hardware company in the world. No other company will ever outsell us.

C.

We will have​ $2 million in profit by the end of our second fiscal year and twice that amount by the end of year five.

D.

We will help customers​ build, invigorate,​ restore, refurbish, or completely redesign their homes or businesses.

E.

We are providers of​ hardware, lumber-based, and appliance products to be used for home improvement and commercial construction projects.



Answer: D

Vaughn's Video has suffered because more people are subscribing to online streaming sites such as​ Netflix, YouTube,​ iTunes, Amazon, and Hulu. Which of the following marketing trends has NOT affected​ Vaughn's Video?

Vaughn's Video has suffered because more people are subscribing to online streaming sites such as​ Netflix, YouTube,​ iTunes, Amazon, and Hulu. Which of the following marketing trends has NOT affected​ Vaughn's Video?



Answer: not-for-profit marketing

Bertram's Beer structures its company in such a way as to encourage its most profitable older customers to remain loyal while also targeting a new generation of customers. What is​ Bertram's Beer attempting to​ build?

Bertram's Beer structures its company in such a way as to encourage its most profitable older customers to remain loyal while also targeting a new generation of customers. What is​ Bertram's Beer attempting to​ build?



Answer: customer equity

Scott Frost has been coming to​ Aldwin's Diner for 20 years and refuses to go anywhere else.​ Joseph, the owner of​ Aldwin's, loves​ Scott's loyalty but admits he purchases only a cup of coffee at each visit. Scott would BEST be described as which of the​ following?

Scott Frost has been coming to​ Aldwin's Diner for 20 years and refuses to go anywhere else.​ Joseph, the owner of​ Aldwin's, loves​ Scott's loyalty but admits he purchases only a cup of coffee at each visit. Scott would BEST be described as which of the​ following?



Answer: barnacle

Asher airlines instituted a marketing program whose intent is to create a relationship with customers with seat upgrades and free miles for their continued patronage. What customer relationship tool is Asher airlines using?

Asher airlines instituted a marketing program whose intent is to create a relationship with customers with seat upgrades and free miles for their continued patronage. What customer relationship tool is Asher airlines using?



Answer: frequency marketing program

Ethel and Jan have just started a new​ company, Jantel,​ Inc., and are having trouble deciding which marketing path to take to drive sales. Ethel believes they should follow a​ make-and-sell philosophy that focuses on improving their​ product, whereas Jan believes they should be more​ customer-oriented and find the right products for their customers. Which of the following BEST describes this​ situation?

Ethel and Jan have just started a new​ company, Jantel,​ Inc., and are having trouble deciding which marketing path to take to drive sales. Ethel believes they should follow a​ make-and-sell philosophy that focuses on improving their​ product, whereas Jan believes they should be more​ customer-oriented and find the right products for their customers. Which of the following BEST describes this​ situation?



Answer: should jantel inc follow a product or marketing concept

A local drama club wants to increase the membership and attendance at its performances. To do​ so, it hosts free​ shows, starts​ poetry-reading nights, and sends volunteers to the local high school. What is the drama club engaging​ in?

A local drama club wants to increase the membership and attendance at its performances. To do​ so, it hosts free​ shows, starts​ poetry-reading nights, and sends volunteers to the local high school. What is the drama club engaging​ in?




Answer: market exchange

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