Toughest Question On Marketing! Trivia Quiz
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Questions and Answers
- 1.
One business promising to do something for another business in return for receiving compensation is an example of a
- A.
Treaty
- B.
Benefit
- C.
Contract
- D.
Enterprise
Correct Answer
C. ContractExplanation
Contract. Contracts are agreements among two or more parties stating that one party is to do something
in return for something provided by another party. If one business promises to do something for another
business in return for receiving compensation, the two businesses have a contract. Then, the businesses
are obligated to fulfill their part of the contract. In most cases, contracts benefit both parties, although
promising to do something in return for receiving compensation is not necessarily a benefit. Treaties are
trade agreements among two or more countries. An enterprise is another term for a business.Rate this question:
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- 2.
A basic principle of procedural due process involves before taking action.
- A.
Obtaining witnesses
- B.
Providing notice
- C.
Awarding damages
- D.
Creating evidence
Correct Answer
B. Providing noticeExplanation
Providing notice. Due process is the concept that the government must respect all of the legal rights that
are owed to individuals and businesses according to the law of the land. Legal procedure refers to the
methods and processes that are used to protect an individual's or business's legal rights. In many
societies, these rights include the right to be notified of accusation or lawsuit (providing notice), the right
to obtain legal counsel, the right to be heard in court, the right to confront the accuser, etc. Obtaining
witnesses is a pretrial activity. Awarding damages is a possible remedy or outcome of civil litigation. Due
process involves presenting evidence, not creating it.Rate this question:
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- 3.
Channels of distribution allow channel members to share
- A.
Equipment
- B.
Profits
- C.
Risk
- D.
Employees
Correct Answer
C. RiskExplanation
Risk. Channels of distribution allow channel members to share risk. Moving products through a channel
requires financing and includes an inherent financial risk. Channel members do not share profits,
equipment, or employees.Rate this question:
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- 4.
Massimo's Corner Grocery sells a variety of fruits and vegetables to consumers within the community.Massimo's is considered a(n)
- A.
Wholesaler
- B.
Retailer
- C.
Agent
- D.
Producer
Correct Answer
B. RetailerExplanation
Retailer. A retailer is a business that buys goods and sells them to the final consumer. Wholesalers are
intermediaries who buy goods from producers or agents and resell them to other businesses. Agents are
intermediaries who assist in the sale of goods but do not take title to them. Producers are growers,
providers, or manufacturers of goods and services.Rate this question:
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- 5.
Radio frequency identification (RFID) increases channel efficiency because it stores product information on a computer chip that is attached to the
- A.
Box or container.
- B.
Truck's delivery antenna.
- C.
Customer's inventory report.
- D.
Receiving dock.
Correct Answer
A. Box or container.Explanation
Box or container. Radio frequency identification (RFID) involves storing an order's product information on
a computer chip and then attaching it to the shipment's box, container, or pallet. When a shipment arrives
at a business, warehouse personnel use computer scanners to receive the items quickly, which
increases efficiency. The computer chip is not attached to the delivery truck's antenna, the customer's
inventory report, or the receiving dock.Rate this question:
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- 6.
To assist and support another channel member's sales promotion in a particular area, a producer might work with the channel member to
- A.
Coordinate a regional advertising campaign.
- B.
Research and develop innovative products.
- C.
Identify trends and market shifts.
- D.
Develop a reliable accounting system.
Correct Answer
A. Coordinate a regional advertising campaign.Explanation
Coordinate a regional advertising campaign. Channel members are all of the businesses and individuals
that assist in moving goods and services from the producer to the consumer. In many situations,
producers will assist other channel members (e.g., dealers, distributors, retailers) in sales promotions.
One way to assist channel members planning a sales promotion in a certain area is by providing
resources (e.g., money, product samples) to develop an advertising campaign. The goal of the
advertising campaign is to communicate information about the sales promotion to consumers in order to
stimulate interest and sales. The producer may provide assistance by developing new products and
identifying market trends, but these activities do not relate to a specific sales promotion. An accounting
system refers to the methods and procedures a business uses in handling its financial information.Rate this question:
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- 7.
What does a channel of distribution usually need to be able to manage or avoid conflict within the channel?
- A.
Limited competition
- B.
Updated technology
- C.
Equal authority
- D.
Strong leadership
Correct Answer
D. Strong leadershipExplanation
Strong leadership. A channel of distribution that has strong leadership is often able to manage or avoid
conflict because the leadership has the power to assign specific responsibilities to each channel member.
Strong leadership has the authority to set goals for the entire channel and demand cooperation, which
reduces the possibility of conflict. When a channel has strong leadership, channel members work for the
good of the channel rather than for their individual goals. A channel of distribution does not need updated
technology or limited competition to manage or avoid conflict within the channel. Equal authority might
create conflict because there is no clear leader who has power and control over the channel.Rate this question:
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- 8.
One of the characteristics of effective verbal communication is
- A.
Precise speech.
- B.
Lack of clarity.
- C.
Lack of tact.
- D.
Good use of slang.
Correct Answer
A. Precise speech.Explanation
Precise speech. Precise speech involves choosing the words that most accurately communicate what
you want to say. This makes your communication effective because it has clarity, and the listener will be
most likely to receive the message you want to transmit. Effective verbal communication should also be
tactful and should not include slang.Rate this question:
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- 9.
Before DiAnn presents her new idea to her boss, she searches the Internet and jots down two statistics that reinforce the idea. This is an example of
- A.
Giving alternative ideas.
- B.
Obtaining primary information.
- C.
Supporting ideas with research.
- D.
Clarifying a new idea.
Correct Answer
C. Supporting ideas with research.Explanation
Supporting ideas with research. Ideas that are research-based are more easily accepted than those that
are not. Primary information is new information collected for the issue at hand. DiAnn is collecting
secondary information, which involves obtaining information that has already been collected by others.
The research does not create alternative ideas. It is meant to add validation to the original idea.
Clarifying an idea involves explaining it in more detail.Rate this question:
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- 10.
What should you do if you phone an important customer and the customer indicates that you have called at a bad time?
- A.
Offer to schedule a second call.
- B.
Try to continue the conversation.
- C.
Ask the customer to call you back.
- D.
Explain that the call will be short.
Correct Answer
A. Offer to schedule a second call.Explanation
Offer to schedule a second call. In some situations, you will call an important customer at a time when
the customer is busy or in a hurry and is unable to speak to you. Then, it is appropriate to offer to
schedule a second call at a time that will be convenient for the customer. You should not try to continue
the conversation or explain that the call will be short if the customer indicates that this is a bad time. It is
your responsibility to return the call rather than ask the customer to call you.Rate this question:
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- 11.
When businesses need to formalize the information provided to employees, customers, or other businesses, they often use communication.
- A.
Verbal
- B.
Lateral
- C.
Upward
- D.
Written
Correct Answer
D. WrittenExplanation
Written. Written communication involves putting ideas, thoughts, and agreements into words and writing
those words in a document or letter. Written communication is often considered to be formal because a
copy of the information exists which indicates that all parties involved received the same message.
Businesses often use formal written communication in order to document important transactions and
preserve the information for future reference. Verbal communication involves speaking. Lateral
communication is between people on the same level. Upward communication is from employees to
supervisors or managers.Rate this question:
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- 12.
When Brian got a new job, he made sure he knew how to use the cash register, became familiar with all the products and prices, and kept his work station very organized. In which way did Brian demonstrate the customer-service mindset?
- A.
Following-up
- B.
Following-through
- C.
Being efficient
- D.
Being accurate
Correct Answer
C. Being efficientExplanation
Makes the product appealing. Persuasive messages usually are intended to encourage someone to do
something. In the case of a sales message, the goal usually is to persuade a customer to buy a product.
In order to do this, the message should make the product appealing to the customer so the customer will
understand the benefit of buying and want to buy. The sales message should persuade the customer to
spend money. Persuasive sales messages are not intended to simply remind the customer of the product
or discredit the competition. Persuasive messages should not use loaded language, which is often biased
and stereotypical.Rate this question:
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- 13.
When writing e-mail correspondence to customers and coworkers, it is important to remember that the messages
- A.
Should include graphics to hold the reader's interest.
- B.
Should be written in an entertaining, informal way.
- C.
Are often seen by people other than the recipients.
- D.
Are usually deleted as soon as they are read.
Correct Answer
C. Are often seen by people other than the recipients.Explanation
Are often seen by people other than the recipients. When writing e-mail messages to customers and
coworkers, the correspondence should address various business issues; therefore, writers should
develop the messages using a concise, friendly, and businesslike tone. If the writer uses language that is
very casual, personal, or questionable, there is a risk of offending the recipient or others to whom the
recipient forwards the message. Because many businesses have e-mail policies and can monitor the
contents of e-mail messages going into and out of their companies, e-mail writers should take care not to
send inappropriate messages. Business e-mail messages do not need to be entertaining or informal, nor
do they need to include graphics. Many businesspeople save important e-mail messages and flag them
for follow-up at a later timeRate this question:
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- 14.
Which of the following is a characteristic of a persuasive sales message:
- A.
Contains loaded language
- B.
Reminds customer of the product
- C.
Discredits the competition
- D.
Makes the product appealing
Correct Answer
D. Makes the product appealingExplanation
Makes the product appealing. Persuasive messages usually are intended to encourage someone to do
something. In the case of a sales message, the goal usually is to persuade a customer to buy a product.
In order to do this, the message should make the product appealing to the customer so the customer will
understand the benefit of buying and want to buy. The sales message should persuade the customer to
spend money. Persuasive sales messages are not intended to simply remind the customer of the product
or discredit the competition. Persuasive messages should not use loaded language, which is often biased
and stereotypical.Rate this question:
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- 15.
Which of the following is the best way to handle slow/methodical customers:
- A.
Let them have their say.
- B.
Don't jump to quick conclusions
- C.
Help them along by not overwhelming them.
- D.
Serve them nonemotionally.
Correct Answer
C. Help them along by not overwhelming them.Explanation
Help them along by not overwhelming them. Helping them along by not overwhelming them is the best
way to deal with slow/methodical customers. Be patient. Mirror their methodical behavior. They will come
around when they trust your good intentions. Avoiding jumping to quick conclusions is the best way to
deal with dishonest customers. Letting them have their say is the best way to deal with
domineering/superior customers. Serving non-emotionally is the best way to deal with insultingRate this question:
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- 16.
What is the most important economic resource?
- A.
Equipment
- B.
Minerals
- C.
Energy
- D.
People
Correct Answer
D. PeopleExplanation
People. Human resources, people, are the most important economic resource because they combine the
other resources to produce goods and services. Without the work of people, land would not be used to
grow crops, roads would not be built, and equipment would not be used to manufacture goods. Minerals
and energy are natural resources. Equipment is capital goods.Rate this question:
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- 17.
Which of the following is a reason that natural resources are considered limited:
- A.
Some countries are unable to manufacture them.
- B.
Technology has advanced faster than training.
- C.
The Earth has certain boundaries.
- D.
People lack training or skills needed to do a job.
Correct Answer
C. The Earth has certain boundaries.Explanation
The earth has certain boundaries. Currently, the earth provides most of our natural resources. As the
population of the world increases, there will be more and more people living within those boundaries and
demanding more resources. Therefore, there will be fewer resources per person. Lack of training and
technology advancing faster than training are reasons for limited human resources. Natural resources are
found in nature, rather than being manufactured.Rate this question:
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- 18.
One of the advantages of a market economy is
- A.
Freedom of competition.
- B.
Absence of taxes.
- C.
Government control.
- D.
Assigned occupations
Correct Answer
A. Freedom of competition.Explanation
Freedom of competition. In a market economy, businesses are free to compete with each other for labor
and for customers. The government taxes the profits made by businesses and the money earned by
workers in order to provide services to the people. The role of the government in our economy is limited
to protecting private property, ensuring competition, and preserving law and order. Workers are free to
choose the type of work they want and are limited only by their own abilities and finances.Rate this question:
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- 19.
Which of the following is not an advantage of labor specialization:
- A.
Increased worker efficiency
- B.
Increased interdependency
- C.
Increased production rates
- D.
Simplified training of workers
Correct Answer
B. Increased interdependencyExplanation
Increased interdependency. Increased interdependency means workers need to rely on each other. It is a
disadvantage of specialization. All of the other alternatives are advantages of specialization. Production
rates increase because the speed with which workers perform their specific tasks increases. Workers
become highly skilled as job tasks are performed repeatedly, and this results in increased efficiency.
Training of workers is simplified due to the limited nature of the tasks to be performed.Rate this question:
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- 20.
Why is the concept of price stability an effective measurement of the state of the economy?
- A.
Matches the effects with the causes
- B.
Reflects the rise in wages and benefits
- C.
Indicates positive and negative trends
- D.
Compares revenues with expenses
Correct Answer
C. Indicates positive and negative trendsExplanation
Indicates positive and negative trends. Price stability means that price levels remain fairly constant.
When prices are stable, they do not drastically fluctuate up or down. Price stability is one way to measure
the condition of a country's economy. If prices are stable (a positive trend), the economy is also stable.
Large upswings or downswings in prices (negative trend) indicate that the economy is not stable. When
the trend is negative, governments take steps to correct the problem. The concept of price stability does
not reflect the rise in wages and benefits, does not match the effects with the causes, and does not
compare revenues with expenses.Rate this question:
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- 21.
Which of the following is not a characteristic of the peak phase of a business cycle:
- A.
High prices
- B.
High dividends
- C.
High unemployment
- D.
High interest rates
Correct Answer
C. High unemploymentExplanation
High unemployment. The peak phase of a business cycle is considered the high point of economic
activity. It is characterized by high dividends, high production, high prices, high interest rates,Rate this question:
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- 22.
Which of the following characteristics describes a person who always arrives at work on time:
- A.
Dependable
- B.
Creative
- C.
Honest
- D.
Independent
Correct Answer
A. DependableExplanation
2. A
Dependable. A dependable person is one who can be relied upon to do what s/he is supposed to do.
Dependable employees comply with such rules as coming to work at a certain time every day. An
independent person is self-reliant and likes to be in charge of his/her own life. A creative person is
imaginative and able to come up with original ideas. An honest person tells the truth and behaves in a
straightforward manner.Rate this question:
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- 23.
A responsible employee who realizes that s/he has given a fellow employee the wrong answer to a work question would handle the situation by
- A.
Apologizing and giving the right answer.
- B.
Letting the other employee figure it out.
- C.
Pretending that s/he gave the right answer.
- D.
Refusing to answer questions in the future.
Correct Answer
A. Apologizing and giving the right answer.Explanation
Apologizing and giving the right answer. A responsible person acknowledges his/her mistakes as soon as
s/he is aware of them and then corrects them whenever possible. Since an incorrect answer may have
caused a problem for the other employee, an apology is also in order. Letting the other employee figure
out that the answer was incorrect, pretending that the right answer was given, and refusing to answer
questions in the future are examples of irresponsible behavior.Rate this question:
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- 24.
One way that businesses can protect the privacy of their customers is to limit the number of employees who have access to the customers'
- A.
Purchasing history.
- B.
Personal information.
- C.
Identification code
- D.
Telephone numbers.
Correct Answer
B. Personal information.Explanation
Personal information. Many businesses gather personal information about their customers that they store
in a database. This might include information about a customer's credit rating, financial status, education,
etc. Such information should be available only to employees who need to know it in order to do their jobs.
Businesses should limit the number of employees who have access to customers' personal information in
order to protect the privacy of their customers and prevent unauthorized persons from obtaining and
using this information. A customer's telephone number, purchasing history, and identification code are
types of routine business information that usually are not considered to be private.Rate this question:
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- 25.
When you ask coworkers for help and they aren't able to help you, which of the following responses would be most appropriate:
- A.
"I guess you don't remember when I helped you."
- B.
"I don't know how I'll ever get done."
- C.
"Thanks anyway; I won't bother you again."
- D.
"Thanks anyway; maybe another time."
Correct Answer
D. "Thanks anyway; maybe another time."Explanation
"Thanks anyway; maybe another time." This is an appropriate response because it expresses your
thanks for their response and lets them know you understand and will ask them again. Reminding
coworkers that you had helped them earlier is attempting to make them feel guilty, which they will
probably resent. Saying that you won't bother them again indicates you are offended by their refusal.
Saying you don't know how you'll get done (without help) is whining, which is a very negative habit that
annoys other people.Rate this question:
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- 26.
Which of the following is a characteristic of good visions:
- A.
Concrete situations
- B.
Permanent results
- C.
Complicated ideas
- D.
Expensive processes
Correct Answer
B. Permanent resultsExplanation
Permanent results. Good visions have permanent results. They are something that other people can
carry on for many years even if the person who had the vision is not around. Examples include the right
to vote, equal rights, and vaccines for diseases. Visions are abstract rather than concrete. Visions should
be simple enough that anyone can understand rather than overly complicated. Some visions are
expensive to turn into reality but are worth the price; however, some visions may not justify the price.Rate this question:
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- 27.
Achievement-oriented people rely on to set the standards for their work.
- A.
Their bosses
- B.
Their followers
- C.
Their coworkers
- D.
Themselves
Correct Answer
D. ThemselvesExplanation
Themselves. Achievement-oriented people rely on themselves to set the standards for their work. They
don't allow others to set the standards for them.Rate this question:
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- 28.
A business manager who wants to lead change in the company needs to be
- A.
Forceful
- B.
Emotional
- C.
Persuasive
- D.
Conservative
Correct Answer
C. PersuasiveExplanation
Persuasive. Business managers who want to lead change in the company need to have certain
characteristics to be effective. They should be persuasive which means they have the ability to get
people to see things their way, do things their way, or agree with them. Change doesn't just happen on
its own. Change leaders need the involvement and help of many different people. Effective change
leaders are able to persuade the right people to go along with them and help make the change happen.
A manager who wants to lead change does not need to be emotional, forceful, or conservative.Rate this question:
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- 29.
Pedro received a check in the amount of $432.87 from the Tabor Corporation, a company in which he is a stockholder. This source of income is referred to as
- A.
Inheritance
- B.
Wages
- C.
Interest
- D.
Dividends
Correct Answer
D. DividendsExplanation
Dividends. Individuals and businesses acquire income in many ways. Dividends are earnings that are
paid to investors or stockholders for their investments. When Pedro purchased shares of Tabor stock, he
became an owner of the company. As an owner of the company, Pedro has the opportunity to earn a
percentage of the company's profits, which are paid to him in the form of dividends. Wages are the
income that workers earn for the work that they perform. Interest is the reward or cost of lending or
borrowing money, usually figured as a percentage of the amount borrowed. An inheritance is the assets
(e.g., property, goods, money) that a person leaves to others upon his/her death.Rate this question:
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- 30.
Choosing to buy an item at the check-out counter is often an example of
- A.
Financial self-control.
- B.
Poor use of credit.
- C.
Impulsive spending.
- D.
Smart shopping.
Correct Answer
C. Impulsive spending.Explanation
Impulsive spending. Choosing to buy an item at the check-out counter is a classic example of impulsive
spending. Poor use of credit may or may not be involved. Choosing not to buy the item would illustrate
financial control and would be a good example of smart shopping.Rate this question:
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- 31.
Investors take a risk for the potential of receiving which of the following:
- A.
Return
- B.
Prize
- C.
Natural
- D.
Economic
Correct Answer
A. ReturnExplanation
Return. Investors are willing to take a risk for the potential of return (reward or benefit they might
receive). The return is what the investment can potentially earn for the investor. Prizes are awarded to
players in sweepstakes contests. Bonuses are added to employees' paychecks. And, recognition is
positive attention for extraordinary achievements. Prizes, bonuses, and recognition do not provide the
motivation for investing.Rate this question:
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- 32.
A summarization of the total income and expense of a business for a period of time is called
- A.
The profit-and-loss statement.
- B.
Gross profit.
- C.
Cost of goods sold
- D.
Balance sheet.
Correct Answer
A. The profit-and-loss statement.Explanation
The profit-and-loss statement. This income statement reports total revenue and expenses for a specific
period of time. A balance sheet identifies a business's assets, liabilities, and capital on a given date. The
difference between total sales and cost of goods sold is the gross profit. The cost of goods sold is the
purchase price of the goods that were sold.Rate this question:
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- 33.
When return on capital is positive, the company is
- A.
Low on cash.
- B.
Losing value.
- C.
Growing in value.
- D.
Paying out dividends.
Correct Answer
C. Growing in value.Explanation
Growing in value. When return on capital is positive, the company is growing in value. When return on
capital is negative, the company is losing value. A high return on capital would not indicate that a
company is low on cash. Businesses can have a high return on capital but not pay out dividends.Rate this question:
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- 34.
To make sure that their budgets are effective, what should businesses do with budget information?
- A.
Send it to all stockholders
- B.
Provide it to all top managers
- C.
Post it on bulletin boards
- D.
Communicate it to all employees
Correct Answer
D. Communicate it to all employeesExplanation
Communicate it to all employees. To make sure their budgets are effective, businesses should
communicate them to all employees. Even the best, most accurate budget is ineffective if no one sees it.
Effective budgets are those that have been clearly communicated to all employees, so that each person
in the company is aware of his/her effect on the company's profits. All employees should receive this
information, not just top managers. Businesses usually send annual financial statements rather than
budget information to their stockholders. Specific budget information usually is not posted on company
bulletin boards.Rate this question:
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- 35.
A human-resources manager is reviewing job applications for a marketing position to select which candidates to call for an interview. What process is the human-resources manager performing?
- A.
Prospecting
- B.
On-boarding
- C.
Screening
- D.
Negotiating
Correct Answer
C. ScreeningExplanation
Screening. In the human-resources function, screening involves “weeding out” the applicants that do not
meet minimum requirements for the job or have not satisfactorily completed the application. On-boarding
activities are human-resources tasks that must be performed when a new employee joins the company
(e.g., orientation and paperwork). Prospecting is a sales activity that involves identifying any person or
organization with the potential to buy a product. Negotiating is the process of influencing someone to take
a certain course of action in order to achieve a desired outcomeRate this question:
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- 36.
The purpose of using a marketing-information management system to gather data on the activities and new products of other businesses is to
- A.
Compare warehouse procedures.
- B.
Monitor the competition.
- C.
Improve stock control.
- D.
Analyze promotional methods.
Correct Answer
B. Monitor the competition.Explanation
Monitor the competition. Information about competitors' activities is very important to a business. An
important responsibility of a marketing-information management system is to gather and analyze such
data as improvements planned for competitive products, new products that are being introduced, or the
competition's market share. Comparing warehouse procedures, analyzing promotional methods, and
improving stock control are other functions of a marketing-information management system not related to
monitoring the competition.Rate this question:
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- 37.
Which of the following is an example of a business obtaining marketing information about consumers in a way that might be considered unethical:
- A.
Offering a free product in exchange for personal data
- B.
Conducting a random survey
- C.
Sending questionnaires to a specific audience
- D.
Developing a scientific experiment
Correct Answer
A. Offering a free product in exchange for personal dataExplanation
Offering a free product in exchange for personal data. Certain ways of obtaining marketing information
may be considered unethical even though they are legal. An example is offering free products in
exchange for personal data. Consumers may be persuaded to provide information that they normally
would not provide simply because the offer is so tempting, or they need the product being offered.
Furthermore, consumers have no guarantee that the business will keep the personal data confidential. In
some cases, businesses try to obtain this information in order to sell it to others. Most businesses follow
ethical procedures when obtaining marketing information about consumers. These procedures might
include conducting a random survey, sending questionnaires to a specific audience, and developing a
scientific experiment.Rate this question:
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- 38.
Secondary research is cost-effective for marketers because the data
- A.
Are incomplete.
- B.
Are cheap to purchase.
- C.
Are specific.
- D.
Already exist.
Correct Answer
D. Already exist.Explanation
Already exist. Secondary research is cost-effective for marketers because the data already exist. The
organization does not need to pay the costs of undertaking original research. Secondary data are not
necessarily cheap to purchase, nor are they specific to the research project at hand. Secondary data may
be incomplete; however, this is not a reason that secondary research is cost-effective.Rate this question:
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- 39.
Managers should avoid marketing-research projects that
- A.
Make little financial sense.
- B.
Might give unfavorable results.
- C.
Take a long time to complete.
- D.
Involve new products.
Correct Answer
A. Make little financial sense.Explanation
Make little financial sense. Managers should avoid marketing-research projects that make little financial
sense—in other words, the costs of conducting the research don't outweigh the potential benefits. Even if
a marketing-research project gives unfavorable results, managers can still use the information to make
the best decisions and strategies for the company. It shouldn't make a difference if a marketing-research
study takes a long time to complete or involves new products—it can still be useful.Rate this question:
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- 40.
The results of exploratory research are often
- A.
Unusable
- B.
Specific
- C.
Quantitative
- D.
Qualitative
Correct Answer
A. UnusableExplanation
Qualitative. The results of exploratory research are often qualitative, or based on thoughts, opinions, or
feelings. They are not necessarily specific. They are usually not quantitative, or measurable. They are
usable for generating hypotheses or familiarizing marketers with the problem at hand.Rate this question:
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- 41.
Marketers draw samples from
- A.
Current and former employees.
- B.
Media stories.
- C.
Their target population.
- D.
Groups of university students.
Correct Answer
C. Their target population.Explanation
Their target population. Marketers draw samples from their target population, or the specific group of
individuals or units they are studying. The target population may or may not include media stories,
current and former employees, or groups of university students.Rate this question:
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- 42.
Marketing researchers would use the Likert rating scale when its questionnaire's statements are designed to measure the respondents'
- A.
Feelings and knowledge.
- B.
Level of agreement.
- C.
Specific beliefs.
- D.
Level of intuitiveness.
Correct Answer
B. Level of agreement.Explanation
Level of agreement. The Likert scale measures the respondents' level of agreement with a statement.
For example, a questionnaire might contain the statement, “The PTR Company consistently provides
excellent customer service.” The response options might include phrases such as strongly agree, agree,
no opinion, disagree, and strongly disagree. The respondents select the option that corresponds to their
feelings. Marketing researchers do not use the Likert scale to measure the respondents' knowledge,
specific beliefs, or levels of intuitiveness.Rate this question:
-
- 43.
Which of the following is a technique that businesses can use to monitor their competitors' activities:
- A.
Reading annual reports
- B.
Analyzing economic factors
- C.
Studying regional data
- D.
Reviewing buying motives
Correct Answer
A. Reading annual reportsExplanation
Reading annual reports. Businesses often monitor their competitors' activities in order to make marketing
decisions that will help them to stay competitive. Businesses can obtain valuable information by reading
their competitors' annual reports that often list major customers and describe successful promotional
activities. Annual reports also include information about profitability, sales volume, new product
development, and expansion. Businesses can use this information to develop similar products or to
expand their sales area. Economic factors involve the state of the local economy. Regional data include
geographic and demographic information about the area. Buying motives are the reasons or benefits that
cause people to make purchases to satisfy wants and needs.Rate this question:
-
- 44.
What is an example of a marketing-research method that is used to collect primary data?
- A.
Census data
- B.
Customer survey
- C.
Trade-journal article
- D.
External reports
Correct Answer
B. Customer surveyExplanation
Customer survey. Primary marketing research is information that a business obtains for a specific
purpose. Businesses use many techniques to obtain primary data, such as observation, interviews, and
surveys. Surveys contain questions about the information the business wants to obtain. For example, a
business might distribute a survey to its customers when it wants to find out what the customers think of
the business's goods and services. Census data, trade-journal articles, and external reports are forms of
secondary research.Rate this question:
-
- 45.
When should researchers ask potentially sensitive questions during an interview?
- A.
Toward the end of the interview
- B.
At the beginning of the interview to get them out of the way
- C.
Throughout the interview
- D.
At the mid-point of the interview to allow time for the researcher to build rapport
Correct Answer
A. Toward the end of the interviewExplanation
Toward the end of the interview. By asking potentially sensitive questions toward the end of an interview,
the researcher can avoid having the participant cut off the interview before important information can be
collected. By asking the questions at the beginning, in the middle, or throughout the interview, the
researcher risks prematurely ended interviews.Rate this question:
-
- 46.
One reason businesses often avoid using open-ended questions as a method of obtaining results from a marketing survey is because the results may be difficult to
- A.
Enter into a database.
- B.
Store for future use.
- C.
Code for evaluation.
- D.
Distribute to management.
Correct Answer
C. Code for evaluation.Explanation
Code for evaluation. Businesses assign codes to survey responses in an effort to use the information in a
numerical mode. Open-ended questions are designed so that respondents react to questions in a
manner that requires more than "yes" or "no" as an answer. Because possible responses are not
controlled or limited, coding is often more difficult. If businesses are not able to assign codes to the
responses, the survey results may be extremely difficult to evaluate. The results of surveys that contain
open-ended questions are not difficult to store for future use, to enter into a database, or to distribute to
management.Rate this question:
-
- 47.
One of the strengths of using internal sources to collect marketing research information is that the information
- A.
Pertains directly to the issue.
- B.
Is available to outside users.
- C.
Relates to industry problems.
- D.
Is organized by department.
Correct Answer
A. Pertains directly to the issue.Explanation
Pertains directly to the issue. Internal information is information located inside the company. One of the
strengths of using internal information is that it often pertains directly to the issue. For example, if the
issue is the popularity of a specific product, current sales and inventory data can provide information
about how well that product is selling. Internal information often is not available to outside users.
Although the information might relate to industry problems, that is not one of its strengths. Internal
information may, or may not, be organized by department.Rate this question:
-
- 48.
It is beneficial to a marketing researcher to use open-ended questions on a survey when
- A.
Maintaining structure is important.
- B.
The survey is long and technical.
- C.
Conducting exploratory research.
- D.
Objectivity is an important factor.
Correct Answer
C. Conducting exploratory research.Explanation
Conducting exploratory research. Exploratory research is marketing research that collects information to
help the business define its issue, situation, or concern and decide which direction to go in order to
address it. Surveys that consist of open-ended questions require respondents to provide more than a
“yes” or “no” answer. An open-ended question is a type of unstructured question that allows a respondent
the opportunity to express opinions, state issues, and provide ideas. By obtaining this type of in-depth,
qualitative information, the researcher may be able to define the problem and determine in which
direction to proceed with the research. Long and technical surveys tend to overwhelm the respondents;
so open-ended questions may not be answered fully, if at all. The use of open-ended questions yields
subjective responses.Rate this question:
-
- 49.
Which of the following is a measure of how happy a customer is:
- A.
Customer attitude
- B.
Customer behavior
- C.
Customer satisfaction
- D.
Customer loyalty
Correct Answer
C. Customer satisfactionExplanation
Customer satisfaction. Customer satisfaction is a measure of how well your business or product meets or
exceeds customer expectations; in other words, how happy is the customer? It may be one type of
customer attitude. Customer loyalty is a customer's preference for a business; in other words, how often
does the customer purchase the business's goods or services? It is observed in customers' behavior.Rate this question:
-
- 50.
Changes that occur in the marketplace may cause an established business to its marketing strategies.
- A.
Implement
- B.
Identify
- C.
Redesign
- D.
Publicize
Correct Answer
C. RedesignExplanation
Redesign. Marketing strategies are influenced by many factors not within the direct control of the
business. These include the actions of competitors, the influences of governmental agencies, and
changes in consumer attitudes. When any of these factors change, the business may need to change, or
redesign, its marketing strategies in order to continue to meet company goals. The strategies should
already have been identified and implemented in an established business. The business may publicize its
goals or its achievements but would probably not publicize the strategies used to achieve those ends.Rate this question:
-
Quiz Review Timeline +
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Current Version
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Feb 22, 2024Quiz Edited by
ProProfs Editorial Team -
Oct 23, 2014Quiz Created by
Greg.eppes
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