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4.

1. Syndicated-service research firms _____.

gather consumer and trend information which they sell for a fee

are hired to carry out specific projects

provide specialized research services

are the most expensive data collection firms

help place commercials on syndicated TV and radio stations

2. An example of a syndicated-service research firm is _____.

the government Proctor and Gamble Nielsen the FCC a small shop owner

3. Specialty-line marketing research firms _____.

gather consumer and trend information which they sell for a fee

are hired to carry out specific projects

provide specialized research services

are the most expensive data collection firms

help place commercials on syndicated TV and radio stations

4. A group of 6-10 mothers are asked to express their opinions about children's

television programming. This type of research approach is called _____.

experimental research behavioral research survey research focus group research

observation research

5. A qualitative research technique that observes people using products, shopping, using

their cell phones, etc., is called _____.

behavior mapping shadowing consumer journals extreme use interviews

unfocused groups

6. Stopping people at shopping malls or on a busy street corner is a data collectiontechnique known as _____.

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stopper interview intercept interview blocked interview primary interview

environmental intervju

7. _____ consists of measuring and evaluating actual sales in relation to goals.

Sales analysis Market share analysis Marketing expense to sales analysis

Financial analysis Productivity analysis

8. All buyers who are able and willing to buy its product is a company's _____.

overall market total market served market relative market inside market

9. Sales commissions are a _____.

direct cost traceable common cost non-traceable common cost indirect cost

traceable uncommon cost

10. The _____ calls for identifying all the potential buyers in each market and estimating

their total purchases.

brand development index multiple factor index market buildup method industry

classification system product penetration percentage

11. Data that was collected for another purpose and already exist somewhere are

primary data. True / False

12. To gather primary data marketing researchers have a choice of three main research

instruments: questionnaires, qualitative measures, and mechanical devices. True /

False

13. Word association is an example of a closed-endquestion. True / False

14. The semantic differential scale is a scale connecting two bipolar words. True / False

15. Marketing decision support system is the set of measures that helps firms to

quantify, compare, and interpret their marketing performance. True / False

16. A customer performance scorecard records how well the company is doing year after

year on customer based measures. True / False

17. Two tools used in sales analysis are market share analysis and marketing expense-to-

sales analysis. True / False

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18. A relative market share of exactly 100 percent means that the company is tied for the

lead with its major competitor. True / False

19. Customer loyalty is the purchases from the company by its customers expressed as a

percentage of their total purchases from all suppliers of the same product. True /

False

20. When non-traceable common costs are allocated to the marketing entities this

allocation is called the full-cost approach. True / False

21. Discuss the five main ways primary data can be collected. Give an example for each

of these methods.

___________________________________________________________________________

___________________________________________________________________________

22. Discuss the difference between a probability sample and a non-probability sample.Give three examples of a probability sample and three examples off a non-

probability sample.

___________________________________________________________________________

______________________________________________________________________

_____