Question

1. In a marketing decision, constraints are most likely to be restrictions on the ________ needed to solve the problem.

a. stakeholder buy-in

b. time and money

c. industry research

d. management knowledge

e. concepts and methods

2. A busy downtown hotel is distributing questionnaires to past visitors in order to develop ideas about how to improve its conference facilities and services. The hotel is

a. collecting primary data.

b. collecting internal secondary data.

c. collecting external secondary data.

d. performing a sensitivity analysis.

e. using neuromarketing.

3. Researchers have ridden alongside motorcycle enthusiasts to understand the relationship between riders and their beloved Harley-Davidsons. This is an example of ________ research. \

a. secondary

b. neuromarketing

c. ethnographic

d. experiential

e. questionnaire

4. A disadvantage of using social media for marketing research is

a. participants require large fees for their cooperation.

b. users are isolated from one another so there is little collaboration or cooperation.

c. influencers dominate the discussion and prevent others from sharing their opinions.

d. the sample of individuals from whom content is gleaned may not be statistically representative of the marketplace.

e. data collection is among the slowest of all research methods.

5. Target has used ________ to identify 25 products that, when bought together or over time, predict a woman’s likelihood of being pregnant as well as her child’s expected due date.

a. action analysis

b. an environmental scan

c. situational analysis

d. predictive modeling

e. problem definition

6. Evaluating the decision and the process used for marketing research occurs in which stage of the process?

a. execute the marketing program

b. take marketing actions

c. examine the alternatives

d. evaluate data collection methods

c. present the findings

7. All of the following are true of a salesforce survey forecast except which?

a. Salespeople estimate sales during a forthcoming period to create the forecast.

b. It can be too low if a salesperson worries about meeting a sales quota.

c. It is a more rigorous form of linear extrapolation.

d. It can be too optimistic if a salesperson is overly enthusiastic about a new product.

e. It may be influenced by a salesperson’s future compensation.

Answer 1

1. In a marketing decision, constraints are most likely to be restrictions on the time and money needed to solve the problem.

Answer: option B

2. A busy downtown hotel is distributing questionnaires to past visitors in order to develop ideas about how to improve its conference facilities and services. The hotel is collecting primary data.

Answer: option A

3. Researchers have ridden alongside motorcycle enthusiasts to understand the relationship between Riders and their beloved Harley davidsons. This is an example of ethnographic research.

Answer: option C