Conducting Marketing Research & Forecasting Demand - MCQs with answers - Part 3

Conducting Marketing Research and Forecasting Demand - MCQs with answers - Part 3


Marketing Research Instruments

1. ______________ flashes an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.

a) Tachistoscope
b) Galvanometers
c) Eye cameras
d) None of the above

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ANSWER: a) Tachistoscope



2. Likert scale is _________

a) Open-end question
b) Closed-end question
c) Depends on questionnaire
d) None of the above

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ANSWER: b) Closed-end question



3. In a _____________, a picture is presented and respondents are asked to make up a story about what they think is happening or may happen in the future.

a) Story Completion
b) Picture
c) Thematic Apperception Test
d) None of the above

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ANSWER: c) Thematic Apperception Test



4. ___________ give people an incomplete stimulus and ask them to complete it, or give them an ambiguous stimulus and ask them to make a sense of it.

a) Projective Techniques
b) Visualization
c) Laddering
d) None of the above

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ANSWER: a) Projective Techniques



5. ___________ is a series of increasingly more specific "why" questions that can reveal consumer motivation and consumers' deeper, more abstract goals.

a) Forecasting
b) Sequencing
c) Laddering
d) All of above are false

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ANSWER: c) Laddering



6. In a ___________, the population is divided into mutually exclusive groups and random samples are drawn from each group.

a) Simple random sample
b) Stratified random sample
c) Cluster Sample
d) None of the above

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ANSWER: b) Stratified random sample



7. Quota sample, judgment sample and convenience sample are the types of

a) Probability Sample
b) Non-probability Sample

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ANSWER: b) Non-probability Sample



8. Stratified random sample is a type of

a) Non-probability sample
b) Probability sample

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ANSWER: b) Probability sample



9. _________________ is a coordinated collection of data, systems, tools and techniques, with supporting software and hardware, by which an organization gathers and interprets relevant information from businesses and environment and turns it into a basis for marketing action.

a) Marketing decision support system
b) Marketing decision system
c) Marketing support system
d) None of the above

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ANSWER: a) Marketing decision support system



10. Two complementary approaches to measure marketing productivity are

a) Marketing metrics and marketing-mix modeling
b) Marketing metrics and Marketing Dashboards
c) Marketing-mix modeling and Marketing Dashboards
d) None of the above

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ANSWER: a) Marketing metrics and marketing-mix modeling


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