Chapter4StudentFile

Chapter4StudentFile - MKTG 2201- INTRODUCTION TO MARKETING...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
MKTG 2201- INTRODUCTION TO MARKETING Quiz for Chapter 4 Qi Sun Sep 14, 2010
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter 4   Marketing Research: Gather, Analyze, and Use Information 1. RBC Royal Bank wanted to evaluate the financial value of its substantial personal  customer base to determine which type of customers were the most valuable to the bank.  To do this, the bank looked at revenues and expenses from each of their financial  products, including loans and credit card usage. To obtain and then analyze this  information, the bank utilized the MIS function called ___b_____.    a. focus group research   b. marketing research        c. probability sampling    d. data mining   e. exploratory research    2. Six women were invited to participate in a discussion on motels, hotels, and resorts. A  discussion leader first asked them what differentiated motels, hotels, and resort  accommodations. Then she asked them to identify all the amenities they expect to find in  overnight accommodations where they may stay. These six women and their group leader  participated in a ___e_____.    a.  mall intercept    b. chat room   c. one-way communication channel    d. virtual community    e. focus group        3. Every six months, Doug is asked to fill out a survey in which he is asked when he expects  to buy a new vehicle and what type and model he plans to purchase. Doug along with a  group of consumers with similar buying habits has been participating in this survey for  the last eight years. The gathering of this quantitative data would be an example of  descriptive research using ___b_____.    a. a hierarchical format    b. a cross-sectional design        c. latitudinal tracking    d. a longitudinal design    e. ethnographic research    4. The text describes the two main primary data collection methods as ____c____. a. descriptive and exploratory    b. causal and descriptive    c. survey and observation        d. direct and indirect questioning   
Background image of page 2
e. impersonal and personal surveying    5. Which type of data collection method is most likely to have the lowest response rate?  a. a.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/14/2012 for the course MKTG 2201 taught by Professor Jm during the Fall '10 term at Northeastern.

Page1 / 7

Chapter4StudentFile - MKTG 2201- INTRODUCTION TO MARKETING...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online