Marketing Final Exam

In attendance occurred the museum staff could rely on

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Unformatted text preview: d insights for necessary changes. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 8. Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on: a. a production audit b. database marketing c. marketing research d. an internal marketing audit e. secondary data ANS: C The diagnostic role of marketing research includes explaining data, which in this case could be used to find out why attendance declined. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 9. The publisher of a Canadian business magazine wanted to make several major changes in the magazine’s content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in: a. advertising b. database marketing c. marketing research d. a data retrieval system e. secondary data ANS: C Marketing research would be appropriate to use to determine how the publisher could provide greater customer satisfaction. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 10. Marketing research has three functional roles. These roles are: a. normative, descriptive, and explanatory b. predictive, normative, and persuasive c. descriptive, diagnostic, and predictive d. flexible, interactive, and discovery-oriented e. descriptive, explanatory, and predictive ANS: C The three roles are descriptive, diagnostic, and predictive. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 11. Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen’s marketing research. a. diagnostic b. descriptive c. predictive d. heuristic e. demonstrative ANS: B One of the roles of marketing research is the gathering and presentation of factual statements, which includes reporting consumers’ attitudes toward a product. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 12. To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off, the company used marketing research to gather factual information to help understand the problem. The gathering of factual statements is an example of marketing research in its _____ role. a. historical b. descriptive c. predictive d. normative e. objective ANS: B The descriptive role of marketing research includes gathering and presenting factual statements. PTS: 1 Thinking REF: 140 OBJ: 09-2 TOP: AACSB Reflective KEY: CB&E Model Research MSC: BLOOMS Application 13. Phillip Morris US...
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This document was uploaded on 09/29/2013.

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