Chapter 5 Test - Marketing

Question 1

The first step in the marketing research process is to:

Accepted Answer

identify the problem

Question 2

The resource used to maintain info, including equipment, so that it can be used when needed is:

Accepted Answer

storage

Question 3

The most important part of research reports is:

Accepted Answer

being able to sell it

Question 4

Numerical data are easier to organize for analysis than non-numerical data.

Accepted Answer

true

Question 5

When products have limited differences, businesses compete for sales by emphasizing all except:

Accepted Answer

all the above are emphasized

Question 6

All of the following are considered elements of a marketing information system (MkIS) except:

Accepted Answer

consumers

Question 7

Demographics of a population include which of the following:

Accepted Answer

all the above

Question 8

The U.S. Census (an external information tool) is conducted nationally every:

Accepted Answer

10 years

Question 9

Most businesses no longer believe that all consumers are alike and all want the same thing.

Accepted Answer

true

Question 10

To make surveys shorter, questions should try to incorporate several concepts that are tested.

Accepted Answer

false

Question 11

Information already collected for another purpose that is used to solve the current problem is:

Accepted Answer

secondary data

Questions 11