Reference no: EM1310468

Q1. Which of the following is FALSE?

1.   Classification information is the heart of the survey and is so called because it will be classified into the appropriate categories of the dummy tables.
2.   Basic information should be secured first and classification information last
3.   In dealing with sensitive issues when designing a questionnaire, the preferred alternative is to avoid these types of questions altogether, if at all possible
4.   When using the funnel approach to questionnaire design, the researcher will start with broad questions and progressively narrow the scope of further questions.

Q2. As defined in the text, measurement consists of:

1.   The assignment of numbers (representing quantities of attributes) to objects or events according to rules.
2.   A theory of hypothesis construction
3.   Isolating those objects which may be shown to possess the mathematical properties of activity
4.   A continuum which complies with the basic axioms of mathematics.

Q3. Which of the following statements about attitudes is FALSE?

1.   Attitudes represent a person's ideas or convictions, with regard to a specific object or idea
2.   Attitude plays a key role in many marketing models that describe consumer behavior.
3.   Although attitude is a key concept, it is generally regarded as unrelated to actual purchase behavior
4.   In general, practitioners have a strong interest in consumer attitudes and attitude research.

Q4. Standard test markets are valuable under all of the following conditions EXCEPT:

1.   When it is important for the firm to test its ability to secure support from the trade and get distribution
2.   When the firm desires control over the whom of measurement
3.   When the capital investment is significant and the firm needs a prolonged test market to assess its technical ability to produce the product
4.   When the firm needs to build an experience base, but only on a limited scale.

Q5.Marketing Research

1.   Is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one situation
2.   Spans the informational boundary between the firm and its environment
3.   Can only be employed to assess the impact or contemplated adjustments in the marketing mix
4.   Is most generally used for marketing control purposes