Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Bill is given a list of brands of shaving products by a researcher and is asked
to mark all those that he is aware of. Which level of awareness is this assessing?
a. | recall | b. | recognition | c. | aided
recognition | d. | unaided recognition | e. | positive
awareness |
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2.
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The goal of ____ is to discover hidden facts contained in databases.
a. | data mining | b. | data warehousing | c. | data
definition | d. | data discovery | e. | data
manufacturing |
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3.
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Which of the following is not a stage of the market research process?
a. | Data collection | b. | Assessing the value of the
research | c. | Evaluating resources | d. | Selecting the sample | e. | Constructing the
research proposal |
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4.
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Viral marketing is a ____ communications dissemination technique
a. | word of mouth | b. | media based | c. | restricted | d. | limited | e. | controlled |
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5.
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‘Fugging’ relates to:
a. | Attempting to sell under the pretext of undertaking research | b. | Soliciting
interviewees from the street | c. | Fundraising under the guise of
research | d. | Manipulating research data to favour a predisposed
result |
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6.
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The two main methods used in research analysis for marketing purposes
are:
a. | questionnaire analysis and attitude scales | b. | questionnaire
analysis and content analysis | c. | attitude scales and content
analysis | d. | factor analysis and questionnaire analysis | e. | content analysis and
factor analysis |
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7.
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Which of the following is not a probability sampling technique?
a. | Purposive sampling | b. | Stratified sampling | c. | Simple random
sampling | d. | Cluster sampling | e. | All the above are probability sampling
techniques |
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8.
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The percentage of a target audience that is exposed, at least once, during a
specified time frame to the vehicles in which an advertising message is inserted represents
____.
a. | scope | b. | spread | c. | reach | d. | frequency | e. | gross rating
points |
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9.
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When one examines advertising in a societal context, it's obvious that
gender is related to differences in consumption. However, no definitive list of these differences
exists because:
a. | advertisers have been reluctant to advertise to men and women in different
manners. | b. | expressions of gender constantly change with the situation and social
circumstances. | c. | the list is too lengthy to amass. | d. | the differences are obvious to anyone who
studies advertising. |
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10.
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‘Time to market’ has become an important factor in planning
marketing communications research. This can cause research to be undertaken in the actual marketplace
when:
a. | the market is stable and the risk of discovery is low. | b. | the market is
complex | c. | the market is disjointed and spread out | d. | the market is highly
volatile |
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