Q Marketing Test – Flashcards
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Chance
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When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding?
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Random sampling
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The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
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Exploratory
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What type of research would a business conduct if it wanted to identify potential issues or opportunities?
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Experimental
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What research approach do businesses often use to test new product ideas?
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Sales report
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What is an example of a secondary source of data that a business can obtain internally?
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Quantitative
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What research option usually answers questions related to "how many"?
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Descriptive
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A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. What research design should it use?
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Simple
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A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. What type of sampling did the university use?
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How many people to survey
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What question does establishing a sampling plan for a research project answer?
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Qualitative
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What type of research is intended to obtain detailed data about customers' opinions and experiences?
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Volume-tracking scanner
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What data-collection method can be used to obtain product information during the point-of-purchase process?
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Often records a variety of behaviors
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Which of the following is a characteristic of unstructured observation:
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High flexibility
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What is the advantage in using personal interviews to collect marketing data?
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Observation
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What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?
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Mail survey
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What is a common method of collecting research data that often involves the use of questionnaires?
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Customer survey
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What is an example of a marketing-research method that is used to collect primary data?
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Toward the end of the interview
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When should researchers ask potentially sensitive questions during an interview?
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Can decrease their response rate
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How can ill-designed questionnaires affect survey participants?
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open, friendly, and nonjudgmental.
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To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are
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Balanced
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The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?
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Semantic differential
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What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
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Likert
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Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:
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Provide friendly, courteous service
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What does a business need to do to build a clientele?
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Service attitude
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"Toni is always patient and courteous. She seems to have a sincere interest in our satisfaction." What key factor in building a clientele is Toni exhibiting?
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Reduces them because making a repeat sale costs less than making an initial sale.
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What effect does building a clientele have on selling costs?
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Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors.
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Which situation demonstrates ethical behavior in selling?
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unethical behavior.
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Salespeople who moonlight or attend classes on company time are guilty
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Ethical issues can occur when the reciprocity hurts or eliminates competition.
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How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?
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unethical behavior.
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Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of
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establishing gift-giving guidelines.
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One way a business can help its salespeople demonstrate ethical behavior in selling situations is by
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the business relationship does not include awarding a contract.
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Taking a client golfing is usually acceptable, as long as
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Web presentation combined with a teleconference
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Caroline is unable to travel to a client's office but needs to demonstrate product features and be able to answer questions as they arise. What technology tool would be helpful to her in making a sale?
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Exclusive dealing
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What is an illegal selling practice that is regulated because it reduces competition?
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Mapping software
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What technology allows the Gateway Insurance Group to match its agents with policyholders by aligning its agents with market potential?
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Cooling-off
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What type of laws protect consumers from unethical selling practices, such as high-pressure sales techniques?
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Tying arrangements
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What is a sales practice that may be considered illegal?
