Assignment

Question 1
McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?
Exploratory research
Trend analysis
Stratified sampling
Test marketing

Question 2
Marketers applying a positioning strategy want to:
emphasize a product's unique advantages and differentiate it from competitors' options.
identify the different product attributes desired by different market segments.
make their product look as much like the market leader as possible.
target only the loyal users of the product.

Question 3
Which of the following segmentation approaches is most likely to help marketers quantify aspects of consumers' personalities and lifestyles to create goods and services for a target market?
Product-based segmentation
Geographic segmentation
Demographic segmentation
Psychographic segmentation

Question 4
A(n) _____ is a probability sample in which every individual in the relevant universe has an equal opportunity of being selected.
accidental sample
convenience sample
quota sample
simple random sample

Question 5
Psychographic segmentation divides a population into groups based on:
their use of the product.
their income and expenditure patterns.
their attitudes, values and lifestyles.
their geographic location.

Question 6
The division of the total market into smaller, homogenous groups is called _____.
brand segmentation
market capitalization
customer aggregation
market segmentation

Question 7
While researching on the idea of opening his own health club, Tom learned that there are 11 million health club members in the United States, and 90 percent of them are between the ages of 18 and 49. They prefer to exercise with people of their own sex and majority of them are urban dwellers. During the process of market segmentation, this information is most likely to be used by Tom for:
marketing research.
forecasting total market potential.
developing a market segment profile.
observational analysis.

Question 8
Which of the following is a psychographic category created by the VALS system that categorizes consumers by characteristics that correlate with purchase behavior?
Devouts
Altruists
Achievers
Intimates

Question 9
An estimate of a firm's revenue for a specified future period is known as a _____.
sales boundary
sales forecast
revenue cluster
market cap

Question 10
Which of the following statements is true regarding online surveys?
It allows participants to respond at their leisure.
It allows researchers to establish rapport with the respondents and explain confusing or vague questions.
It is a highly time consuming method.
It is more intrusive than telephone surveys.