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72) The question "What is your opinion of the measures taken by the government to control
inflation?" is an example of a ________ question.
A) semantic differential
B) word association
C) completely unstructured
D) story completion
E) dichotomous
73) In which of the following qualitative methods are subjects asked to complete an incomplete
stimulus?
A) word association
B) projective techniques
C) visualization
D) brand personification
E) laddering
74) ________ requires people to create a collage from magazine photos or drawings to depict
their perceptions.
A) Brand personification
B) Projective technique
C) Visualization
D) Laddering
E) Zaltman Metaphor Elicitation Technique
75) During his research about people's perceptions of Broadway musicals, Gerry asked people to
create collages, on their own, out of magazine photos, which is a technique called ________.
A) brand personification
B) projective technique
C) visualization
D) laddering
E) transformation
76) The primary purpose of ________ is to identify the range of possible brand associations in
consumers' minds.
A) experimental research
B) dashboarding
C) laddering
D) semantic differentials
E) word associations
77) The John Deere brand might make someone think of a rugged, Midwestern male who is
hardworking and trustworthy, which the brand management folks would learn through ________
research.
A) brand personification
B) projective technique
C) visualization
D) laddering
E) Zaltman Metaphor Elicitation Technique
78) If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They
look well built" (attribute); then asks "Why is it important that the phone be well built?" and
learns "It suggests Nokia is reliable" (a functional benefit); then asks "Why is reliability
important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional
benefit), the researcher is using a technique called ________.
A) brand personification
B) projective technique
C) visualization
D) laddering
E) Zaltman Metaphor Elicitation Technique
79) With respect to the sampling plan, three decisions must be made: 1) the sampling unit —
who is to be surveyed; 2) sample size — how many people should be surveyed; and 3)
________.
A) sample cost — how much does sampling cost
B) surveyor skill — who should conduct the survey
C) sample security — how should the sample data be protected
D) sampling procedure — how should respondents be chosen
E) sample supervisor — who leads the sampling effort
80) Which of the seven main metaphors in the ZMET reflects a sense of mastery, vulnerability,
and well-being?
A) Balance
B) Transformation
C) Journey
D) Container
E) Control
81) Which of the seven main metaphors in the ZMET reflects changes in substance and
circumstance?
A) Balance
B) Transformation
C) Journey
D) Container
E) Control
82) During a ZMET study, Chloe selected images that, when entered into the computer program,
suggested the metaphor related to the meeting of past, present, and future, or the ________
metaphor.
A) Balance
B) Transformation
C) Journey
D) Container
E) Control
83) During a focus-group session, one set of participants indicated that Dell computers reminded
them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge
from Charles Dickens's tale, "A Christmas Carol." Which of the following qualitative research
approaches relates to the approach described above?
A) projective techniques
B) visualization
C) brand personification
D) laddering
E) brand architecture
84) According to the concept of ________, a series of increasingly more specific "why"
questions can reveal consumer motivation and consumers' deeper, more abstract goals.
A) word association
B) projection
C) visualizing
D) brand personification
E) laddering
85) ________ measure the interest or emotions aroused by exposure to a specific ad or picture.
A) Tachistoscopes
B) Polygraphs
C) Galvanometers
D) Audiometers
E) GPS systems
86) ________ flash an ad to a subject with an exposure interval that may range from less than
one hundredth of a second to several seconds.
A) Tachistoscopes
B) Audiometers
C) Polygraphs
D) GPS systems
E) Galvanometers
87) ________ attached to television sets in participating homes now record when the set is on
and to which channel it is tuned.
A) Tachistoscopes
B) Polygraphs
C) GPS systems
D) Audiometers
E) Galvanometers
88) Which of the following statements about telephone interviewing is true?
A) It usually takes a long time to gather information through telephone interviews.
B) The interviewer is unable to clarify questions if respondents do not understand them.
C) The response rate for telephone interviews has been typically lower than for mailed
questionnaires.
D) The US government generally encourages telemarketing by firms.
E) Telephone interviewing in the US is getting more difficult because of consumers' growing
antipathy toward telemarketers.
89) If a marketing researcher wishes to reach those people who would not give personal
interviews or whose responses might be biased or distorted by interviewers, he or she should use
________.
A) mail questionnaires
B) telephonic interviews
C) online interviews
D) focus groups
E) observational research
90) Which of the following is considered to be the most versatile of all the contact methods?
A) mail questionnaires
B) telephone interviews
C) personal interviews
D) online interviews
E) field trials
91) In ________ interviews, researchers stop people at a shopping mall or busy street corner and
request an interview on the spot.
A) intercept
B) arranged
C) group
D) structured
E) behavioral
92) Which of the following is an advantage of personal interviews?
A) It is a relatively inexpensive method of gathering information.
B) The possibility of interviewer bias is minimized.
C) Participants can choose to respond at their own convenience.
D) It facilitates anonymous responses.
E) Interviewers can record additional observation about the respondent such as body language.
93) Which of the following is one of the key disadvantages of online market research?
A) Online research is expensive.
B) Online research is time consuming.
C) People tend to be dishonest online.
D) Online research lacks versatility.
E) Samples can be small and skewed.
94) Which of the following is an advantage of online research?
A) Samples are generally representative of the target population.
B) Members of online panels and communities tend to have low turnover.
C) Online research is relatively free of technological problems and inconsistencies.
D) People tend to be honest and thoughtful online.
E) Online research is slow but gathers detailed information.
95) The ________ phase of marketing research is generally the most expensive and the most
prone to error.
A) contact
B) research planning
C) questionnaire design
D) interview design
E) data collection
96) After collecting the relevant information, the next step in the marketing research process is to
________.
A) develop the research plan
B) define the problem and research objectives
C) present the project report
D) make the final decision
E) analyze the acquired data
97) After computing averages and measures of dispersion for the major variables and applying
advanced statistical techniques and decision models in the hope of discovering additional
findings from the gathered information, researchers ________.
A) define the problem, the decision alternatives, and the research objectives
B) present findings relevant to the major marketing decisions facing management
C) evaluate the costs associated with data collected
D) analyze the appropriateness of the data sources used
E) develop the research plan
98) Why do firms employ more than one persona to gather information about target consumers?
A) Within a group, consumers usually exhibit similar tastes and preferences.
B) The distribution of income and wealth are more or less equal across different customer
segments.
C) Although customers have unique needs, essentially their basic needs and requirements are the
same.
D) Any target market may have a range of consumers who vary along a number of key
dimensions.
E) The firms want to provide consumers with a greater number of product choices.
99) A ________ has been defined as a coordinated collection of data, systems, tools, and
techniques with supporting software and hardware by which an organization gathers and
interprets relevant information from business and environment and turns it into a basis for
marketing action.
A) marketing metric
B) marketing channel system
C) marketing decision support system
D) marketing research system
E) database management system
100) All of the following are considered to be among the seven characteristics of good marketing
research EXCEPT ________.
A) the scientific method
B) research creativity
C) multiple methods
D) ethical marketing
E) independence of models and data
101) After developing a research plan, a marketing researcher should define the problem and
research objectives.
102) The goal of exploratory research is to shed light on the real nature of the problem and to
suggest possible solutions or new ideas.
103) James collected primary data when he distributed a survey to dorm residents to discover
their attitudes and opinions on campus life.
104) Secondary data are data freshly gathered for a specific purpose or for a specific research
project.
105) The goal of ethnographic research is to immerse the researcher into consumers' lives to
uncover unarticulated desires that might not surface in any other form of research.
106) Researchers should generalize findings from focus group participants to the whole market.
107) Keeping a survey short and simple and contacting customers no more than once a month are
two keys to drawing people into the data collection effort.
108) A good example of collecting behavioral data would be when a store uses scanners to read
barcodes on products selected by consumers.
109) Behavioral research is the most scientifically valid research.
110) Experiments call for selecting matched groups of subjects, subjecting them to different
treatments, controlling extraneous variables, and checking whether observed response
differences are statistically significant.
111) Owing to its greater flexibility, a questionnaire is by far the most common instrument used
to collect primary data.
112) Qualitative research techniques are relatively structured measurement approaches that
permit limited possible responses.
113) A questionnaire should contain sophisticated and uncommon words.
114) If a marketing researcher decides to use a Likert scale, the researcher has chosen a
technique wherein the respondent reviews a statement that shows the amount of
agreement/disagreement with some product, service, or concept.
115) A dichotomous question is a question with three or more answers.
116) A scale that describes the respondent's intention to buy a particular product is called a rating
scale.
117) Visualization requires people to create a collage from magazine photos or drawings to
depict their perceptions.
118) When Bank of America followed female baby boomers at home and while they shopped to
observe things the shoppers might not have been able to articulate, they were using ethnographic
research.
119) Safeway supermarket's scanner data shows that high-income people don't necessarily buy
the more expensive brands. This is an example of survey research.
120) A question that respondents can answer in an almost unlimited number of ways like "What
is your opinion of Cracker Barrel?" is a completely unstructured question.
121) The type of open-ended question where a picture is presented and respondents are asked to
make up a story about what they think is happening or may happen in the picture is word
association.
122) When a market researcher asks increasingly more specific "why" questions to reveal
consumer motivations and deeper, more abstract goals, s/he is using visualization.
123) A tachistoscope flashes an ad to a subject with an exposure interval that may range from
less than one hundredth of a second to several seconds and asks the respondent to describe what
s/he recalls.
124) Samples of less than 1% of a population can often provide good reliability, with a credible
sampling procedure.
125) Probability sampling allows confidence limits to be calculated for sampling error and
makes the sampling more representative.
126) The response rate is usually very high for mail questionnaires.
127) If a marketing researcher is looking for a contact method that can gather information
quickly and allow the interviewer to clarify questions if necessary, he or she will choose the
telephone interview method.
128) A good illustration of what is called the arranged interview occurs when interviewers stop
people in a shopping mall or on a busy street and solicit information necessary to their research
effort.
129) Online surveys are fast because the survey can automatically direct respondents to
applicable questions and transmit results immediately.
130) Marketing ________ are a structured way to disseminate the insights gleaned from the two
complementary approaches to measuring marketing productivity within the organization.
A) metrics
B) decision support systems
C) dashboards
D) segments
E) mix models
131) Two complimentary approaches to measure marketing productivity are ________ and
marketing-mix modeling.
A) quality ratios
B) salesperson satisfaction rates
C) marketing metrics
D) retailer satisfaction indices
E) customer feedback surveys
132) Which of the following refers to the set of measures that helps firms to quantify, compare,
and interpret their marketing performance?
A) marketing diagnostics
B) marketing information systems
C) marketing simulation
D) marketing intelligence
E) marketing metrics
133) London Business School's Tim Ambler believes the evaluation of marketing performance
can be split into two parts: ________.
A) long-term results and changes in brand equity
B) short-term results and changes in brand equity
C) long-term results and changes in consumer perceptions
D) short-term results and changes in profitability
E) changes in market share and changes in profitability
134) Which of the following is an external marketing metric that companies need to monitor?
A) resource adequacy
B) staffing or skill levels
C) active innovation support
D) market share
E) relative employee satisfaction
135) Which of the following is an internal marketing metric that companies need to monitor?
A) market share
B) consumer satisfaction
C) relative perceived quality
D) total number of customers
E) relative employee satisfaction
136) Marketing ________ analyze(s) data from a variety of sources, such as retailer scanner data,
company shipment data, pricing, media, and promotion spending data, to understand more
precisely the effects of specific marketing activities.
A) metrics
B) mix models
C) forecasting
D) intelligence databases
E) decision systems
137) When the marketers of a mobile phone manufacturing company want to determine the
impact of individual media such as television and online display ads on sales as well as that of
trade activities like every day low price, off-shelf display and so on, they usually use ________.
A) marketing metrics
B) market segmentation strategies
C) market capitalization techniques
D) market basket analysis
E) marketing-mix models
138) A ________ scorecard records how well the company is doing year after year based on
measures such as the average perception of the company's product quality relative to its chief
competitor.
A) customer-performance
B) stakeholder-performance
C) marketing balanced
D) vendor
E) generic
139) If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is
using what is called a ________ scorecard.
A) customer-performance
B) stakeholder-performance
C) marketing balanced
D) vendor
E) generic
140) According to marketing consultant Pat LaPointe, the ________ metrics measurement
pathway of the marketing dashboard reflects how prospects become consumers.
A) customer
B) unit
C) cash-flow
D) brand
E) productivity
141) According to marketing consultant Pat LaPointe, the ________ metrics measurement
pathway of the marketing dashboard focuses on how well marketing expenditures are achieving
short-term returns.
A) customer
B) unit
C) cash-flow
D) brand
E) productivity
142) Marketing expenses and investments as inputs can be quantified only in the long run,
whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater
customer loyalty, and improved new product prospects manifest themselves in the short run.
143) Marketing-mix modeling is used to estimate causal relationships and measure how
marketing activity affects outcomes.
144) Marketing accountability means that marketers must more precisely estimate the effects of
different marketing investments.
145) Especially popular with such companies as Procter & Gamble, marketing-mix modeling is
used to allocate or reallocate expenditures.
146) Marketing-mix modeling focuses on baseline sales or long-term effects instead of
incremental growth.
147) Management can assemble a summary set of relevant internal and external measures in a
marketing dashboard for synthesis and interpretation.
148) A stakeholder-performance scorecard tracks the satisfaction with the company and its
products and services among such entities as suppliers, banks, and stockholders.
149) Relative perceived quality is an example of an external marketing metric.
150) Willingness to change is an internal marketing metric.
151) A customer-performance scorecard tracks the satisfaction of various constituencies who
have a critical interest in and impact on the company's performance: employees, suppliers,
banks, distributors, retailers and stockholders.
152) What are the major shortcomings of marketing-mix modeling?
153) As a marketing controller of a company, you have been asked to create a stakeholder-
performance scorecard that tracks the satisfaction of various constituencies who have a critical
interest and impact your company's performance. List four constituencies that might be included.
154) As a marketing controller of a company you have been asked to develop a customer-
performance scorecard for your company's toy division. List three measures you might include.
