Cont Research 305 AContemporary Research MCQ 305
AS.nQuestionabcdAnswer1This is considered as dataNumber of males
and females in the groupposter of a coffee brandtape recorded
interviewall a,b and cd2Replication ---------involves a study being
reproduced by other researchersmakes it possible to see how results
compare when a study is repeatedall of the abovehelps researchers
overcome distortions that their own values can causeb3__________
sources can sometimes provide information that is not directly
available or would be too expensive to
collect.EnvironmentalPrimarySecondaryall a,b and
cc4_________research is the approach best suited for gathering
descriptiveSurveyMarketingObservationalCausala5________can be used
to obtain information that people are unwilling or unable to
provide.SituationalMarketingObservationalall a,b and
cc6--------------is the most widely used method for primary data
collection and it is often the only method used in a research
studySurvey research.MarketingObservationalall a,b and ca7The major
advantage of survey research is itsOptionsFlexibilityCheapall a,b
and cb8Marketing Research management helps an organization
in.Reducing production costsDecrease the production costReduce the
time it takes to make a new productall a,b and cc9One of the
example where marketing research is extensively used by
organizations areConsumer DurablesPharmaIndustrialall a,b and
ca10In the early and mid-1980s, some cola companies created a taste
test againstSurvey research.Marketing ResearchObservationalall a,b
and catheir competitors. This is an example of __________
research.11Observation is best suited for ___________
researchExploratory researchSurveyObservationalall a,b and
ca12___________research tries to explain cause-and-effect
relationships.ExperimentalSurveyObservationalall a,b and
cd13Research may be collected byMailPersonal interviewemailall a,b
and cd14________ can be used to collect large amounts of
information at a low cost per respondent.MailTelephonePersonalall
a,b and ca15__________questionnaires lack flexibility in that they
require simply worded questions.MailTelephonePersonalall a,b and
ca16_____________interviewing is the best method for gathering
information quickly, and it provides greater flexibility than mail
questionnairesMailPersonal interviewTelephoneemailb17In qualitative
research you talk to more people than in quantitative research: is
this statement:Both are falseBoth are trueb18Internal records are
an important source of information. Which of the following are not
deemed as internal records?Computer informationmarket and sales
records19There are various types of research designed to obtain
different types of information. What type of research is used to
define problems and suggest
hypotheses?SecondaryPrimaryCausaldescriptivea20In respect of a pub
chain seeking to learn more about trends in dining out, the
following are all examples of ______________: Financial Times
industry sector surveys; other pub chains' annual reports, and
reports published by trade bodies representing the licensed pub
trade:TertiaryMISPrimary dataSecondaryd21Which of the following
statements concerning marketing research is incorrect?Secondary
research can be organized in-house or via a research
agency.Secondary research is done after primary research.Secondary
research is quicker than primary research.Secondary research is
cheaper than primary research.b22Factors that are crucial to the
effectiveness of a company's marketing intelligence systems are
listed below. Which factor is incorrect?An accurate description of
the company's information needsExtensiveness of the search for
intelligenceSpeed of communicationAppointment of a full time
marketing research managerd23Benchmarking is a type of research
which:compares a company's performance with standards set by
selected other organizations.is based on qualitative feedback from
customers who sit on consumer panels (or benches).is based on
quantitative feedback from customers who sit on consumer panels (or
benches).is essentially attitudinal in nature.a24'Mystery Shopper'
surveys can best be described as a form of:Observational
researchDesk researchEssentially quantitative researchAttitudinal
researcha25Why are non-responses a particularly important problem
for companies' questionnaire surveys?a) It means that targets
aren't reached.b) It means that people hate the company/product so
much that they aren't prepared to help it improve.c) A company
cannot tell whether respondents have the same views as
non-respondents, therefore the analysis may be biased.d) It
indicates customer disloyalty.c26Which of the following statements
concerning marketing research is incorrect?Qualitative techniques
generally provide a broad representation of the population's
behavior.Qualitative research may involve the use of
interviews.Quantitative research need not necessarily involve the
use of interview techniques.Qualitative research are more reliable
than Quantitatived27Which of the following is not an element of a
Marketing Information System?a) Marketing researchb) Decision
support systemc) Production monitoring systemd) Internal records
systemc28Which of the following is the process of designing,
gathering, analyzing, and reporting information that may be used to
solve a specific marketing problem?marketing researchdatabase
marketingmarketing intelligencemarketing managementa29All of the
following are uses of marketing research EXCEPT:generate, refine,
and evaluate potential marketing actionsimprove marketing as a
processidentifying market opportunities and problemsMaintaining a
24/7 flow of information from the external environmentd30The
information system that gathers information generated by internal
reports, including customer orders, billing, receivables, inventory
levels, sales reports, customer data, and so on is called the
________.decision support systeminternal reports systemmarketing
information systemcompany marketing datab31There are various types
of research designed to obtain different types of information. What
type of research is used to define problems and suggest
hypotheses?Descriptive research.Secondary research.Causal
research.Primary research.a3233What type of research would be
appropriate in the following situation? A college or university
bookshop wants to get some insights into how students feel about
the shop's merchandise, prices and service.Secondary
data.Qualitative research.Mixed methodology.Focus groups.d3435What
type of research would be appropriate in the following situation.
L'Oreal wants to determine whether a new line of deodorants for
teenagers will be profitable.Qualitative research.Primary
research.Focus groups.Quantitative research.c36The Internet is a
powerful mechanism for conducting research. However it does have
its drawbacks. Which of the following signify these drawbacks?Lack
of information about the population responding to the
questionnaire.The possible inclusion of individuals not being
targeted, that could skew the results.Eye contact and body
language, (two useful research indicators) are excluded from the
analysis.All of the above.d37This is not a Close ended
questionLikertRating scaleDichotomousQualitative
Questionsd38Questions that force your audience for a particular
type of answer are known asDichotomous questionsLikert
QuestionsBipolar questionsLeading questiond39These questions are
the ones having two extreme answers written at the opposite ends of
the scale.BipolarLikert QuestionsDichotomousLeading
questiona40In------------- questions, the respondents are asked to
rate a particular issue on a scale that ranges between poor to
good.Dichotomous questionsRating scaleBipolar questionsLeading
questionb41The two main types of questionnaire areClose ended and
open endedLikert Questions and DichotomousDichotomous and
BipolarLeading question and Close endeda42This does not fall in the
process of designing a
questionnaireInformationContentResponsedescriptivec43Descriptive
Research is one type ofFundamental ResearchCausal ResearchResearch
DesignExploratory Resarc h44Consumer panels, retail shop audit,
mediaCross sectional studiesLongitudinal studiesResearch
studiesExperimental studiesbAudience tracking studies like TRP,
brand tracking studies can be well carried out by45Observation
method depends onDirectness of approachAwareness of respondentdepth
and structure of informationall a,b and cd46This type of Research
design involves
experimentationDescriptiveExploratoryCausalQualitativec47This is
the most flexible observation methodPersonalMechanicalAuditall a,b
and ca48CATI Stands forComputerized anonymized telephone
interactioncomputerizing and analyzing technical
informationcomputer assisted telephone interviewingcomputer aided
theorotical interviewc49In researchDecision problem is translated
to research problemResearch problem is translated to decision
problemanyone can be translated to the otherit is impossible to
translate the problema50This is not a projective techniqueIn depth
interviewPictorial constructionWord associationSentence
completiona51Which of the following is NOT one of the categories of
advertising research?target marketingpretesting of adscreative
concept researchad trackinga52What is the purpose of ad tracking?to
determine it the advertiser has stayed within its budgetto
determine what data should be discovered through the researchto
locate new target marketsto provide the advertiser with useful
guidelines for further advertisingd53Primary and secondary data are
both examined during which stage of the research process?informal
researchsituation analysisformal researchobservational
researcha54According to the text, one of the drawbacks to the use
of secondary data is:its availability to everyoneits costthe
potential for obsolescenceits lack of cohesivenessc55When answering
a questionnaire for a car dealership, Akash was asked several
interesting questions, including "What type of pickle would drive
an SUV?", "What is your first reaction when you hear the
wordpewter?", and "Do you consider yourself to have a red or a blue
personality?" What research information gathering technique was the
dealership using?involvement samplingprojective
techniquesinterpretative techniquesquantitative researchc56In order
to distribute its signature product through alternate channels,
Subway, the sandwich chain, offered sandwiches at four high
schools. The sandwiches were prepared at local Subway units and
shipped directly to the schools. What type of research would Subway
use if it wanted to gain insight into how parents, teachers, and
students feel about its sandwiches being sold at
schools?observational researchthe experimental methodnonprobability
samplingqualitative researchd57Which research methodology has been
most impacted by the development of the Universal Product Code
(UPC)?qualitative researchthe interrogative methodmail surveythe
observation methodd58Which of the following statements about ad
pretesting is true?Pretesting makes extensive use of inquiry
tests.Pretesting is often used to measure an ad's
effectiveness.Pretesting is often used o predict an ad's
likeability by its target audience.Pretesting always uses external
stakeholders.c59Which of the following is an example of method for
posttesting ads?attitude testsorder-of-merit testcentral location
testtheater testa60During the final stage of the research process,
the researcher should:not be afraid to use appropriate technical
jargonavoid the use of any tables or graphsnot restate the
problemsummarize the findingsd61Which of the following sample
survey questions is an example of a dichotomous question?Are you
very, moderately, or not at all happy with your current investment
plan?One a scale of 1 to 5, how would you rate your server?How
would you describe the feel of this fabric?Do you remember a time
in your life when insurance was not important?d62When choosing the
type of media for the advertising campaign there are numerous
factors to consider, including:Consistency with campaign
objectives.,Defined target audience.Budget constraints.Geographic
location.Competitive factors.All of the above.d63The abstract
number properties that apply to ordinal scales are identity and
magnitude.TrueFalseBoth are falseBoth are trueb64Interval scales
are exactly like ratio scales, except that they have atrue
zeropoint.TrueFalseBoth are falseBoth are truea65The nominal scale
of measurement classifies objects into mutually exclusive
categoriesTrueFalseBoth are falseBoth are trueb66The abstract
number properties that apply to interval scale of measurement
include identity, magnitude, equal interval, and
summation.TrueFalseBoth are falseBoth are truea67Your local police
force wants to install cameras that can "catch" drivers who run red
lights. They choose a busy intersection, install a test camera, and
determine whether each car stops safely or "runs" the light. Choose
the correct scale of
measurement.Ratio.Ordinal.Nominal.Interval.a68Your counseling
center uses a standardized interest inventory as part of its
career-counseling program. The test yieldstscores on 20 different
interest areas. The population mean for each area is 50, and the
standard deviation is 10. What scale of measurement is most likely
for this standardized test?Nominal.Approximately
interval.Ordinal.Ratio.a69You are interested in whether women who
participated in a company-based mentor program were satisfied with
their experience. You find a short questionnaire that asks women to
rate their satisfaction (on a 4-point Likert scale) with eight
different areas of mentoring (e.g., giving advice, networking, and
providing emotional support). The scoring system averages responses
across all eight areas. This questionnaire uses which scale of
measurement?Approximately
interval.Interval.Ordinal.Nominal.d70School administrators sponsor
a study of bullying on elementary school playgrounds. Trained
observers record the number of incidents of aggression that occur
during consecutive 10-minute periods. Aggression is measured on
which of the following scales of
measurement?Ratio.Interval.Ordinal.Nominal.a71Every 10 years, the
federal government sponsors a national survey of health and health
practices (NHANES). One question in the survey asks participants to
rate their overall health using a 5-point rating scale. What is the
scale of measurement used for this
question?Ratio.Ordinal.Nominal.Interval.b72Which of the following
isnotan assumption underlying testing and measurement?.Various
approaches to measuring aspects of the same thing can be
usefulError is rarely present in the measurement processPresent-day
behavior predicts future behaviorTesting and assessment benefit
societyb73Systematic error is associated
with:Reliability.ValidityNominal. ScaleInterval scaleb74Which of
the following is a type of criterionrelated validity
evidence?Concurrent evidencePredictive evidenceInternal
consistencyBoth a and b are correct answersa75If a test measures a
single construct then:The items should correlate with the total
scoreThe items should not correlate with the total score.The test
should not correlate with other measures of the same constructThere
must be a reliable alternative form.a76Professor X develops a test
of emotional intelligence. Which of the following represent
convergent and discriminant evidence?The test correlates highly
with another test of emotional intelligence and is uncorrelated
with self-efficacyThe test correlates with highly with another test
of emotional intelligence and is highly correlated with
self-efficacyThe test does not correlate with another test of
emotional intelligence, but does correlate with self-efficacyThe
test does not correlate with other tests of emotional intelligence
nor with self- efficacya77An ordinal scale is used to rank order
people, objects, or characteristics.FalseBoth are falseBoth are
truea78Which scale is the simplest form of
measurement?NominalOrdinal. IntervalRatioa79______ tests focus on
information acquired through the informal learning that goes on in
life.PersonalityAchievementAptitude. Intelligencec80Lets say that a
test accurately indicates participants scores on a future criterion
(e.g., the PSAT is used to indicate high-school GPA scores). This
test would clearly have which of the following?. Face validity.
Concurrent validityPredictive validity. Content validityc81If a
baseball coach calculates batting averages, what scale would be
used?Interval scaleRatio scaleNominal scaleOrdinal
scaleb82According to the text, most of the outcome/dependent
variable characteristics and attributes measured in educational
research probably exist at the ______________ level of
measurement.. Nominal. OrdinalIntervalRatiob83Which of the
following is most clearly an example of a psychologicaltrait?.
Anxiety enduring for months or years. Anxiety over just seeing a
spiderShyness when meeting a stranger for the first timeDepression
caused by the loss of a ball gamea84All of the following are
examples of Intelligence Tests except _________:Wechsler
ScalesStanford-BinetMinnesota Multiphasic Personality
Inventory(MMPI)Slossonc85Reliability is most simply known as which
of the following?.Consistency or stabilityAppropriateness of
interpretations on the basis of test scoresWays in which people are
the same.A rank order of participants on some characteristica86An
ordinal scale is:The simplest form of measurementA rank-order scale
of measurementA scale with equal intervals between adjacent
numbers. A scale with an absolute zero pointb87Which of the
following is not a type of reliability?Test-retestSplit-half.
Content. Internal consistencyc88Which of the following statements
accurately describes test-retest reliability?Measure of consistency
of test scores over timeMeasure of consistency of scores obtained
from two equivalent halves of the same testMeasure of consistency
with which a test measures a single construct or conceptMeasure of
degree of agreement between two or more scorers, judges, or
ratersc89Which of the following types of reliability refers to the
consistency of test scores over time?Equivalent forms
reliabilitySplit-half reliabilityTest-retest
reliabilityInter-scorer reliabilitya90Identify the following term
that most closely refers to a judgement of the extent to which
scores from a test can be used to infer, or predict, the examinees'
performance in some activity:. Content reliability. Face validity.
Criterion-related validityInference validityc91Which of the
following is the correct order of Stevens four levels of
measurement?. Ordinal, nominal, ratio, interval. Nominal, ordinal,
interval, ratio. Interval, nominal, ordinal, ratio. Ratio,
interval, nominal, ordinalc92Which is the process of gathering
evidence supporting inferences based test scores?.
ValidationValidityReliabilityPredictiona93When evaluating tests and
assessments, reliability refers to asking ourselves which of the
following questions?.Does it measure what it is supposed to
measure?.Are there ways to avoid subjective judgments when
measuring something?Does it give consistent results?.Does it
measure multiple constructs?c94Validity of a test designed to
measure a construct such as self-esteem is best described by which
of the following?Scores from the test correlate highly with most
intelligence testsScores from the test correlate highly with most
tests of different constructsScores from the test are not
correlated with anythingScores from the test have a relatively
strong and positive correlation with other tests of thed95Which
type of reliability refers to the consistency of a group of
individuals' scores on twoequivalent forms of a test designed to
measure the same
characteristic?Split-halfTest-retestSplit-formsEquivalent
formsd96Achievement tests are designed to measure the degree of
learning that has taken place after a person has been exposed to a
specific learning experience.TrueFalseBoth are falseBoth are
truea97_________ refers to how well the particular sample of
behaviors used to measure a characteristic reflects the entire
domain of behaviors that constitutes that characteristic..
Construct validity evidence. Criterion-related validity evidence.
Content validity evidenceFace validity evidencec98Which of the
following is a type of criterionrelated validity
evidence?Concurrent evidence.Predictive evidenceInternal
consistencyBoth a and b are correct answersd99This is not a type of
scaleRatingRankingPreferenceMeterd100Measures are methods or
techniques for describing and assessing attributes of objects that
are of concern to us.FalseBoth are falseBoth are truea
IMC 307 AIntegrated Marketing Communications 305 A
MCQS.nQuestionabcdAnswer1Integrated marketing communications is the
coordination of all marketing communications in a unified program
toisolate specialists in distinct communications
disciplinesmaximize the impact on the intended target
audiencereduce the cost of marketing communicationslimit the range
of services that an agency must provideb2Which type of advertising
helps build an image for the
product?directproductpromotionalpromotionalb3Which of the following
is a form of direct response communications?customer relationship
managementsales promotiondirect mailpromotional advertisingc4Which
form of communications is primarily directed toward gaining public
acceptance and understanding?direct response
communicationsinteractive communicationssales promotionpublic
relationsd5Cisco Systems has been a major supporter of the Ottawa
Bluesfest. Which IMC tool does this best represent?personal
sellingdirect responsepublic relationssponsorshipd6Marketing
communications money can be wasted if salespeople are unsuccessful.
Which IMC tool is used for face-to-face persuasion?internal
communicationspersonal sellingpublic relationsintegrated marketing
communicationsb7Companies can contact customers directly more
easily than in the past through the use ofdatabase management
systemsproduct advertisingsponsorshipeprocurementa8Consumers are
multi-tasking with the media. According to one survey, many
television viewers are combining TV watching with what other
activity?talking on a cell phoneworking out at the gymdriving a
carworking out at the gyma9Which condition prompts a consumer to
satisfy a need?homeostasismotiveconformitypersonalityb10When Sandee
begs his mother to purchase the Nike shoes that all his peers are
wearing, which level of needs in Maslow's hierarchy is driving his
behaviour?safety needsphysiological needssocial
needsself-actualizationc11An objective evaluation of one's self is
known as theideal selfself-imageself-imagereal selfd12Household
formation is an important aspect of which type of market
segmentation?demographic segmentationlifestyle segmentationbenefit
segmentationgeographic segmentationa13The development and
manufacture of unique products for unique customers is known
asintegrated marketing communicationsmass customizationcustomer
relationship managementintegrated marketing communicationsb14The
formal approach to business-to-business purchase decision making
involvesthe CEOan RFPa buying centrea buying committeed15Those
members of the buying centre that define the product specifications
are known as thebuyersgatekeepersinfluencersusersc16Products with a
low market share of a low rate-of-growth market are described by
the Bostonfalling starsquestion marksdogsstriversc17The concept
that a large percentage of a product's sales revenues come from a
relatively small group of purchasers is called the. 80/20
principle. purchase aggregate basisfront-loaded expenditure
effectconcentration attributea18Intensive distribution. involves
the use of a small number of retailers in a market arearequires
that the manufacturer and retailer cooperate closely and directlyis
usually used for the distribution of soft drinks, candy and
gumbypasses intermediaries entirelyc19Though difficult and costly,
it is essential that a marketing plan include an assessment
strategy forcreating advertisingpretesting advertisementsanalyzing
selective perceptionmeasuring advertising effectivenessd20What
personal selling method requires that the salesperson convince the
customer that they need the product and the brand that he or she
represents?Field sellingTelemarketing. Sales teamingIndirect
sellinga