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100
Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site? A. To regulate the user's access to information B. To make it easy for the user to find the web site C. To track the number of times the user buys a product D. To guarantee that the web site is secure
What is C. To track the number of times the user buys a product
100
What is a sales practice that may be considered illegal? A. Noncompete clauses B. Executive contracts C. Competitive bids D. Tying arrangements
What is D. Tying arrangements
100
What effect does building a clientele have on selling costs? A. Increases them because salespeople earn less in bonuses and commissions B. Reduces them because making a repeat sale costs less than making an initial sale. C. Reduces them because salespeople earn more in bonuses and commissions D. Increases them because making an initial sale costs more than making a repeat sale.
What is B. Reduces them because making a repeat sale costs less than making an initial sale.
100
Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings: A. Variable B. Likert C. Comparative D. Attribute
What is B. Likert
100
Which of the following is a characteristic of unstructured observation: A. Often records a variety of behaviors B. Uses standard checklists to document behavior C. Requires the use of surveillance equipment D. Most often limits observer with specific guidelines
What is A. Often records a variety of behaviors
200
How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent? A. To maintain sales strategies B. To prepare financial reports C. To develop inventory control plans D. To customize its marketing efforts
What is D. To customize its marketing efforts
200
What type of laws protect consumers from unethical selling practices, such as high-pressure sales techniques? A. Limited-probationary B. Cooling-off C. Conditional-sales D. Buyer-withdrawal
What is B. Cooling-off
200
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used? A. Sequential B. Continious C. Spliced D. Balanced
What is D. Balanced
200
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are A. open, friendly, and nonjudgmental. B. approachable, opinionated, and organized. C. consistent, biased, and aggressive. D. courteous, passive, and distant.
What is A. open, friendly, and nonjudgmental.
200
What is the advantage in using personal interviews to collect marketing data? A. Biased interviewer B. Slow collection rate C. Limited interaction D. High flexibility
What is D. High flexibility
300
What is a common method of collecting research data that often involves the use of questionnaires? A. Case study B. Mail survey C. Message board D. Behavior chart
What is B. Mail survey
300
What is an illegal selling practice that is regulated because it reduces competition? A. Incentive contracts B. Product labeling C. Exclusive dealing D. Discount pricing
What is C. Exclusive dealing
300
What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale ? A. Semantic differential B. Likert C. Stapel D. Random rating
What is A. Semantic differential
300
What data-collection method can be used to obtain product information during the point-of-purchase process? A. Volume-tracking scanner B. Photographic scanner C. E-mail survey D. Statistical survey
What is A. Volume-tracking scanner
300
How can using a database to track its customers' preferences and buying habits help a business? A. Decreases the need to analyze marketing activities B. Obtains additional deductions for its semi-annual tax return C. Reduces unnecessary operational expenses D. Builds strong, loyal customer relationships
What is D. Builds strong, loyal customer relationships
400
Caroline is unable to travel to a client's office but needs to demonstrate product features and be able to answer questions as they arise. What technology tool would be helpful to her in making a sale? A. High-tech sales-support office B. Web presentation combined with a teleconference C. Cell phone with wireless faxing D. PowerPoint presentation on CD
What is B. Web presentation combined with a teleconference
400
What does a business need to do to build a clientele? A. Know customers personally B. Change the product mix frequently C. Provide friendly, courteous service D. Provide a wide variety of services
What is C. Provide friendly, courteous service
400
How can ill-designed questionnaires affect survey participants? A. Can make them question the survey's purpose B. Can decrease their response rate C. Can decrease their desire to answer personal questions D. Can make them take their time to complete the survey
What is B. Can decrease their response rate
400
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? A. Experiment B. Observation C. Employee survey D. Telephone interview
What is B. Observation
400
What research option usually answers questions related to "how many"? A. Intelligence B. Quantitative C. Syndicated D. Economic
What is B. Quantitative
500
What technology allows the Gateway Insurance Group to match its agents with policyholders by aligning its agents with market potential? A. Database software B. Outbound telemarketing C. Mapping software D. Inbound telemarketing
What is C. Mapping software
500
"Toni is always patient and courteous. She seems to have a sincere interest in our satisfaction." What key factor in building a clientele is Toni exhibiting? A. Customer confidentiality B. Service attitude C. Persistence D. Credibility
What is B. Service attitude
500
When should researchers ask potentially sensitive questions during an interview? A. Toward the end of the interview B. At the beginning of the inventory to get them out of the way C. Throughout the interview D. At the mid-point of the interview to allow time for the reearcher to build rapport
What is A. Toward the end of the interview
500
What is an example of a marketing-research method that is used to collect primary data? A. Customer survey B. Census data C. Trade-journal article D. External reports
What is A. Customer survey
500
What is an example of a secondary source of data that a business can obtain internally? A. Trade journal B. Sales report C. Government web site D. Magazine article
What is B. Sales report