Marketing Final Exam

For conducting online surveys web survey systems

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Unformatted text preview: ension 21. One advantage of Internet surveys is dramatically reduced costs. ANS: T PTS: 1 TOP: AACSB Technology MSC: BLOOMS Comprehension REF: 151 OBJ: 09-4 KEY: CB&E Model Research 22. Because online surveys are still in their infancy, there are limited methods of conducting online surveys. ANS: F There are several basic methods for conducting online surveys: Web survey systems, survey design and Web hosting sites, and online panel providers. PTS: 1 REF: 152 KEY: CB&E Model Research OBJ: 09-4 TOP: AACSB Technology MSC: BLOOMS Comprehension 23. The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group. ANS: F A moderator runs the group by typing questions online for all to see and respondents “on the fly.” PTS: 1 REF: 152 KEY: CB&E Model Research OBJ: 09-4 TOP: AACSB Technology MSC: BLOOMS Comprehension 24. One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group. ANS: T PTS: 1 TOP: AACSB Technology MSC: BLOOMS Comprehension REF: 153 OBJ: 09-4 KEY: CB&E Model Research 25. An online focus group is a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation. ANS: F This is a Web community. PTS: 1 REF: 153 KEY: CB&E Model Research OBJ: 09-4 TOP: AACSB Technology MSC: BLOOMS Knowledge 26. Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior. ANS: T PTS: 1 TOP: AACSB Technology MSC: BLOOMS Knowledge REF: 153 OBJ: 09-5 KEY: CB&E Model Research 27. Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years. Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four restaurants. Since management knows this market so well, Los Hermanos Cafe doesn’t need to conduct research before introducing the new product in its remaining restaurants. ANS: T When the market is known to such a degree that the benefits of additional research do not outweigh the cost of that research, then there is no need for research. PTS: 1 REF: 154-155 OBJ: 09-6 TOP: AACSB Reflective Thinking KEY: CB&E Model Research MSC: BLOOMS Application 28. Government agencies, periodicals, and trade shows are good sources of competitive intelligence. ANS: T PTS: 1 TOP: AACSB Technology MSC: BLOOMS Comprehension REF: 155 OBJ: 09-7 KEY: CB&E Model Strategy MULTIPLE CHOICE 1. Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as: a. competitive intelligence b. marketing information c. decision support information d. marketing research e. observation ANS: B This describes mar...
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This document was uploaded on 09/29/2013.

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