1. _____ is the application of the scientific method in searching for the truth about marketing phenomena. a. Marketing b. Business c. Marketing Research d. Science 2. All of the following are important aspects of the marketing research process EXCEPT: a. searching for and collecting information b. idea and theory development c. analyzing data d. making results publicly available 3. Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world? a. qualitative method b. quantitative method c. scientific method d. primary method 4. Which of the following is an important aspect of the marketing concept? a. a cross-functional perspective for the coordination of the organization's activities b. an emphasis on long-term profitability instead of dollar sales volume c. a consumer orientation d. all of the above 5. When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research? a. pricing research b. promotion research c. product research d. distribution research 6. The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called: a. relevance b. timeliness c. completeness d. significance 7. Which part of the decision support system addresses exchanges between the firm and its customers? a. customer relationship management (CRM) system b. data warehouse c. global information system (GIS) d. intellectual capital system 8. Who can provide data to a decision support system? a. production managers b. marketing researchers c. accountants d. all of the above 9. An organization's mailing list of current customers is an example of: a. a cookie b. software c. a database d. a hyperlink 10. Melanie is using the Internet to gather information designed to detect changes in her company’s external operating environment. What is Melanie performing? a. environmental scanning b. behavioral tracking c. search engine marketing d. electronic data interchange 11. When amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site, this is an example of: a. push technology b. electronic data interchange c. pull technology d. a URL 12. What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?" a. exploratory research b. focus group research c. descriptive research d. causal research 13. What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" a. causal research b. exploratory research c. situation analysis research d. descriptive research 14. Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was aske.

1. 1. _____ is the application of the scientific method in
searching for the truth about marketing phenomena.
a.
Marketing
b.
Business
c.
Marketing Research
d.
Science
2. All of the following are important aspects of the marketing
research process EXCEPT:
a.
searching for and collecting information
b.
idea and theory development
c.
analyzing data
d.
making results publicly available
3. Which of the following refers to the way researchers
go about using knowledge and evidence to reach objective
conclusions about the real world?
a.
qualitative method
b.
quantitative method
c.
scientific method
d.

2. primary method
4. Which of the following is an important aspect of the
marketing concept?
a.
a cross-functional perspective for the coordination of the
organization's activities
b.
an emphasis on long-term profitability instead of dollar sales
volume
c.
a consumer orientation
d.
all of the above
5. When Cheetos snack food conducted research in China to
determine which flavors consumers would find appealing, this
was an example of which type of research?
a.
pricing research
b.
promotion research
c.
product research
d.
distribution research
6. The characteristic of data reflecting how pertinent these
particular facts are to the situation at hand is called:
a.
relevance

3. b.
timeliness
c.
completeness
d.
significance
7. Which part of the decision support system addresses
exchanges between the firm and its customers?
a.
customer relationship management (CRM) system
b.
data warehouse
c.
global information system (GIS)
d.
intellectual capital system
8. Who can provide data to a decision support system?
a.
production managers
b.
marketing researchers
c.
accountants
d.
all of the above
9. An organization's mailing list of current customers is an
example of:
a.
a cookie
b.
software

4. c.
a database
d.
a hyperlink
10. Melanie is using the Internet to gather information
designed to detect changes in her company’s external operating
environment. What is Melanie performing?
a.
environmental scanning
b.
behavioral tracking
c.
search engine marketing
d.
electronic data interchange
11. When amazon.com recommends books for purchase
when a customer who has ordered books from Amazon
previously returns to the site, this is an example of:
a.
push technology
b.
electronic data interchange
c.
pull technology
d.
a URL
12. What type of research is being conducted to answer the
question: "Can we describe the age, gender, and income of our
typical purchaser?"

5. a.
exploratory research
b.
focus group research
c.
descriptive research
d.
causal research
13. What type of research is being conducted to answer the
question: "Would this target market be interested in this type of
new product?"
a.
causal research
b.
exploratory research
c.
situation analysis research
d.
descriptive research
14. Carol was invited to participate in a research study along
with ten other consumers to discuss their experiences using
cleaning products. The group was asked to discuss their
experiences and were encouraged to feed on each other’s
comments. What is this type of study called?
a.
multivariate research
b.
literature review
c.
pretest
d.
focus group interview
15.A possible advantage of an outside research supplier
over an in-house research department is that it may be possible

6. for the outside supplier to conduct the project:
a.
more objectively
b.
at a lower cost
c.
faster
d.
all of the above
16. One right a research participant has is that information
involved in the research will not be shared with others, which is
known as:
a.
consent
b.
active research
c.
passive research
d.
confidentiality
17. In a personal interview, a respondent who replies: "I do
not want to answer that question about my income last year" is
exercising which right in a research study?
a.
right to privacy
b.
right to be informed
c.
right of informed consent
d.
right to terminate the interview at any time

7. 18. Kodetra is interpreting consumers’ blog postings on the
Internet. Which of the following best describes the type of
research Kodetra is conducting?
a.
independent marketing research
b.
dependent marketing research
c.
quantitative marketing research
d.
qualitative marketing research
19. Which of the following is a particular approach to probing
that asks respondents to compare differences between brands at
different levels?
a.
interrogating
b.
immersion
c.
linking
d.
laddering
20. Which of the following is a disadvantage of secondary
data?
a.
user has no control over their reliability and validity
b.
inability to convert the data
c.
typically require additional access to research respondents
d.

8. all of the above
21. When a marketing manager reads publications like
The Wall Street Journal and Business Week to try to determine
changes in consumer behavior, this is a form of:
a.
environmental scanning
b.
model building
c.
database marketing
d.
data mining
22. The practice of using databases to promote one-to-one
relationships with customers and create precisely targeted
promotions is called:
a.
zoned marketing
b.
target marketing
c.
database marketing
d.
electronic marketing
23. When a hotel customer decides to fill out a customer
satisfaction survey to complain about having to wait an hour for
room service to deliver his dinner, this is an example of:
a.
random sampling error
b.
self-selection bias
c.
auspices bias
d.
social desirability bias

9. 24. Candi received a research questionnaire in the mail.
She completed it and sent it back to the marketing researcher.
Which type of survey approach is this researcher using?
a.
mixed-mode survey approach
b.
simple survey approach
c.
noninteractive survey approach
d.
interactive survey approach
25. Suppose that a mail survey is sent to 220 people and 20
surveys are returned because they were mailed to the wrong
address. If completed surveys are received from 60 people, the
response rate for this study was:
a.
27.3 percent
b.
30 percent
c.
40 percent
d.
55.6 percent

10. 1.Which of the following is a true statement about online
display advertising?
a. It is more expensive than offline display advertising.
b. It is effective in acquiring customers and making sales.
c. Neither of the above
2.________ is the concept that describes the degree of positive
or negative feelings about a brand.
a. Brand equity
b. Brand prestige
c. Brand image
3.Advantages of a brand community include:
a. members are likely to feel more brand loyalty.
b. members feel they are part of an exclusive club.
c. both of the above.
4.________ are one platform that is effective in delivering
videos to customers.

11. a. Website
b. Paid video platforms
c. Blogs
5.Small businesses can utilize video advertising by:
a. using a video production house.
b. creating their own video channel
c. neither of the above.
6.Which of the following is a true statement about acquisition
of online customers?
a. Acquisition of online customers can be accomplished only
online. b.
Acquisition of online customers can make use of both
offline and online techniques. c. Is more
costly than acquiring offline customers.
7.Internet advertising formats
a. are established by individual websites
b. are enforced by the Federal Communications Commission.
c. neither of the above.
8.The new “Rising Stars” ad formats were designed because:
a. old formats were no longer usable.
b. the job of the IAB is to make as many formats available as
they can. c. the new
formats respond to the need for better brand development ads.
9.Event-driven marketing is part of a trend that includes:
a. more experiential marketing activities.
b. more use of offline marketing activities.
c. use of B2B marketing techniques in B2C markets.
10.Which is a true statement about viral marketing?
a. It can bring a great deal of attention when it works.
b. It is a type of marketing that can be practiced by sites,
large and small.

12. c. It is a questionable practice under existing communications
laws.
11.A true statement about spam on the Internet is:
a.
most users are indifferent to the presence of spam.
b.
fewer users say they are receiving spam today.
c.
some users are reducing their use of email as a result of spam.
12.Steps in developing an email campaign include:
a.
borrowing an inexpensive email list.
b.
measuring the results of the campaign.
c.
finding out what copy is available in company files.
13.Which choice below best represents why direct email
marketing is superior to direct mail?
a. Faster, higher response rate, better list
b. Faster, cheaper, better tracking
c. Faster, higher response rate, cheaper
14.The CAN-SPAM act requires applicable emails to have the
following:
a. physical address, valid reply-to email, opt-in box.
b. physical address, valid reply-to email, unsubscribe provision.
c. physical address, valid reply-to email, P.O. Box.

13. 2
15.Which of the following is a good tip for a successful email
marketing campaign?
a. Include lengthy articles to draw in the reader
b. Make use of the subject line to increase response rate
c. Restate your privacy policy on your web page
16.The objective of keyword bidding is to:
a.
get the best ranking for the lowest cost.
b.
limit the amount of money the firm spends on search marketing.
c.
always be ranked first.
17.________ is the development of web pages in a
manner that is friendly to search engine spiders.
a.
SEP
b.
SEO
c.
SEM
18.The most important influencer of organic search
ranking is estimated to be:
a.
web hosting.
b.
link activity.
c.
web page optimization.
19.One method of measuring the results of a paid search
campaign is:
a. Google Analytics.

14. b. Web Crawlers.
c. Google Insights.
20.Using this type of match will ensure your ad will not appear.
a. Exact
b. Broad
c. Negative
3