Question 1: The most scientifically valid research is __________ research.

A. observation
B. focus-group
C. survey
D. experimental

Question 2: The marketing research process begins by:

A. developing a research plan.
B. defining the problem, the decision alternatives, and research objectives.
C. analyzing the internal environment.
D. reading marketing research journals.

Question 3: A __________ is "unpredictable, short-lived, and without social, economic, and political significance."

A. fad
B. fashion
C. trend
D. megatrend

Question 4: A field-service firm is a:

A. custom marketing research firm.
B. syndicated-service research firm.
C. specialty-line marketing research firm.
D. consumer marketing research firm.

Question 5: The demand estimates of an organization are comprised of five space levels: They are world, country, region, territory, and:

A. zone.
B. organization.
C. customer.
D. product.

Question 6: The heart of the internal records system is the:

A. payroll system.
B. purchase order cycle.
C. order-to-payment cycle.
D. expense cycle.

Question 7: 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. laddering

Question 8: __________ are data that were collected for another purpose and already exist.

A. Primary data
B. Secondary data
C. Primitive data
D. Cross-sectional data

Question 9: In which qualitative method are subjects asked to complete an incomplete stimulus?

A. Word association
B. Projective techniques
C. Visualization
D. Brand personification

Question 10: In the United States, people born between the years __________ are called boomers.

A. 1978 and 2002
B. 1946 and 1964
C. 1925 and 1945
D. 1965 and 1985

Question 11: __________ 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

Question 12: 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

Question 13: __________ beliefs and values are passed from parents to children and reinforced by social institutions-schools, churches, businesses, and governments; they are very difficult to change.

A. Transient
B. Secondary
C. Protected
D. Core

Question 14: Why must the researchers avoid generalizing from focus-group participants to the whole market?

A. Participants' responses are not reliable.
B. Most of the participants are likely to be ignorant about the topic of discussion.
C. The size of the group is too small and the sample is not drawn randomly.
D. Most of the participants are likely to exhibit similar tastes and preferences.

Question 15: The sites which offer positive or negative product or service reviews and are built by the retailers of a particular product or service are called:

A. combo sites.
B. distributor or sales agent feedback sites.
C. public blogs.
D. independent service review forums.

Question 16: The __________ begins with sales representatives and dealers sending orders to firms and is followed by the sales department preparing invoices, and finally generating shipping and billing documents which are then sent to various departments.

A. payroll system
B. market research process
C. human resources system
D. order-to-payment cycle

Question 17: __________ refer to groups of individuals who are born during the same time period and travel through life together.

A. Cohorts
B. Populations
C. Clans
D. Societies

Question 18: A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information, the company is using __________ to improve the quality of its marketing intelligence.

A. sales-force surrogates
B. intermediaries
C. external networks
D. advisory panels

Question 19: The internal records system supplies results data, but the marketing intelligence system supplies __________ data.

A. internal
B. revenue
C. thematic
D. happenings

Question 20: The __________ market is the set of consumers with an adequate interest, income, and access to a particular offer.

A. potential
B. available
C. target
D. penetrated