Exam 3 Quiz Questions Flashcards
Students of marketing often overlook or underestimate the importance of Place in the marketing mix simply because
A) it happens behind the scenes.
B)it conflicts with promotion.
C)it occurs after making pricing decisions.
D)no one is directly in charge of place decisions.
E)the product itself is so much more important.
A) it happens behind the scenes
In marketing’s four Ps, Place refers to all activities required to get
A)the design of the terminal location for products accomplished.
B)the right products to the right customer when that customer wants it.
C)access to the physical space within a retail establishment.
D)consumers to the destination.
E)demand chain management functionally operable
B)the right products to the right customer when that customer wants it.
Each time a politician or celebrity writes a book, bookstores can expect at least some customers to want the book, but whether or not it will become a bestseller is less certain. The bookstore’s primary inventory management challenge is
A) how to get the author to sign copies of the book.
B) whether to price the books in the distribution center or at the retail store.
C) which other books to promote along with this book.
D) whether or not to display the book at the checkout counter.
E) having enough books to satisfy customer demands versus the cost of having the inventory.
E) having enough books to satisfy customer demands versus the cost of having the inventory.
By reducing the number of transactions needed to move a product from the manufacturer to the consumer, wholesalers and retailers make a supply chain
A) longer. B) floor-ready. C) vertically integrated. D) selectively collaborative. E) more efficient.
E) more efficient
A(n) __________ is a supply chain whose members act like a unified system.
A) vertical marketing system B) independent marketing system C) concentrated marketing system D) conventional marketing system E) strategic marketing system
A) vertical marketing system
In a(n) __________ marketing channel, none of the participants has any control over the others.
A. cooperative B. corporate C. contractual D. administered E. conventional
E. conventional
Franchising involves a(n) __________ marketing system.
A. cooperative B. corporate C. contractual D. administered E. conventional
C. contractual
A _______________ is a facility for the receipt, storage, and redistribution of goods to company stores or customers.
A. circulation center B. distribution center C. supply chain hub D. collaborative replenishment office C. floor-ready franchising center
B. distribution center
Felicia had just taken over her family’s business after spending ten years in the marketing department of a large corporation. She met with a representative from one of her firm’s biggest customers, who told her, “We should think about how we can make the pie bigger rather than fighting over the size of the slices.” She had expected a more cutthroat approach rather than this call for a
A. partnering relationship. B. shared mission statement. C. common marketing system. D. corporate vertical marketing system. E. linked supply chain.
A. partnering relationship.
Stores like Home Depot and Costco act as wholesalers when they
A. take delivery in whole-lot quantities.
B. select limited product lines and only market them to consumers who purchase the whole line.
C. sell products for distributors.
D. sell to contractors or restaurant owners.
E. compete with each other.
D. sell to contractors or restaurant owners.
Some retailers require their suppliers to ship merchandise ___________, thus eliminating the time and expense associated with ticketing and marking.
A. floor-ready B. flattened C. lead time synchronized D. aggregated E. synthesized
A. floor-ready
Colin has just received a delivery from the company’s distribution center. He opens the containers and finds the popcorn and snacks are all bar-coded, priced, and the package includes an end-of-the-aisle display rack. Colin has received a __________ shipment.
A. quick-response packaged B. ahead of the curve C. lead time synchronized D. floor-ready E. synthesized
D. floor-ready
A distribution center is typically operated by
A. the marketing department.
B. vertically integrated consumer networks.
C. retailers, manufacturers, or distribution specialists.
D. corporate-government joint ventures.
E. electronic data interchange services.
C. retailers, manufacturers, or distribution specialists.
Amazon.com was an early leader in online retailing. Part of the firm’s success was due to a well-designed and efficient EDI system with book publishing companies, allowing just-in-time delivery. Even with a well-designed EDI system, Amazon.com would not have been successful without
A. a customer rebate program.
B. a commitment to partnering with publishing companies.
C. cooperative advertising with brick and mortar retailers.
D. support from government regulators.
E. acceptance from local education unions.
B. a commitment to partnering with publishing companies.
In an administered vertical marketing system,
A. no individual participant has control over the others, since a third party administrator oversees the entire supply chain.
B. transaction selling is the norm, with the invisible hand guiding the overall functioning.
C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives.
D. independent firms join together formally to decide as a group how the marketing channel will operate.
E. participants—such as warehouses, transportation companies, and retail outlets—are typically owned by a parent company to ensure harmonious relations throughout the supply chain.
C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives.
In a corporate vertical marketing system,
A. conflict tends to be a major problem.
B. transaction selling is the norm, with the invisible hand guiding the overall functioning.
C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives.
D. independent firms join together formally to decide how the marketing channel will operate.
E. participants—such as warehouses, transportation companies, and retail outlets—are typically owned by a parent company to ensure harmonious relations throughout the supply chain.
E. participants—such as warehouses, transportation companies, and retail outlets—are typically owned by a parent company to ensure harmonious relations throughout the supply chain.
At the BMW plant in Spartanburg, South Carolina, suppliers deliver parts every four hours when the plant is in operation and are responsible for removing any packaging or pallets used to deliver their products. BMW uses a ______________ inventory control system.
A. cross-docking B. lead time C. JIT D. CPFR E. UPC
C. JIT
Yesterday, Lorinda overheard a surprisingly unpleasant encounter between the manager of the hardware store where she works and a sales rep who sells a well-known line of tools. The rep insisted that his tools should be more prominently displayed and that a better assortment would mean more sales. The manager had other plans and told him so, and the conversation turned into a loud argument. What Lorinda observed was an example of
A. sales tactics. B. channel conflict. C. retail strategy tension. D. passive aggressive behavior. E. a failure of CPFR processes.
B. channel conflict.
Retailers that offer a broad variety of merchandise, limited services and low prices are known as
A. full-line discount stores. B. convenience stores. C. home improvement stores. D. category specialists. E. department stores.
A. full-line discount stores.
__________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise.
A. Vertical integration B. Cross-channel leverage C. Horizontal integration D. Multichannel retailing E. Opportunistic retailing
D. Multichannel retailing
Brian, an industrial equipment sales rep, purchases a quick snack to eat on the way to work. He buys lunch while on the road visiting customers, and grabs bread and milk on the way home. Brian probably does the majority of this shopping at a
A. convenience store. B. warehouse club. C. conventional supermarket. D. drugstore. E. category specialist.
A. convenience store.
When Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to, literally, get the pen in the hands of as many consumers as possible. Creative Pen will probably choose __________ distribution for its new product.
A. intensive B. exclusive C. selective D. collective E. variable
A. intensive
It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because
A. they do not carry enough merchandise.
B. consumers no longer recognize brand equity.
C. big-box food retailers are shifting into specialty store product lines.
D. there is not enough merchandise to go around.
E. competitors can purchase and sell many of the same popular brands.
E. competitors can purchase and sell many of the same popular brands.
Mira purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of
A. the purchases she had made.
B. purchases other customers had made that day.
C. manufacturer clearances and overruns.
D. products she may have returned to the company.
E. items the retailer no longer carries.
A. the purchases she had made.
Wholesalers sell to all of the following EXCEPT
A. businesses. B. manufacturers. C. retailers. D. consumers. E. industrial users.
D. consumers.
Some companies want to get their products into as many outlets as possible, understanding that the more exposure a product gets, the more it will sell. If this is consistent with the company’s overall strategy, it will choose __________ distribution.
A. wide-coverage B. exhaustive C. intensive D. exclusive E. selective
C. intensive
Andy purchased a number of books from Amazon.com, and he learned to trust the recommendations made to him. More than once he was pleasantly surprised at the books and authors he discovered this way. In this case, Amazon.com was creating value for Andy through
A. repeat business. B. rapid delivery. C. expanded market presence. D. personalized offerings. E. interactive offerings.
D. personalized offerings.
If you walk into a __________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything divided into what appears to be a collection of specialty shops.
A. department store B. off-price retailer C. discount store D. specialty store E. category specialist
A. department store
Henri wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft chairs to create a “look and feel” that will get customers to relax and return. Henri is focusing on
A. price. B. place. C. policy. D. promotion. E. product.
D. promotion.
Johan owns an oil-change business called Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this?
A. service retailer B. specialty store C. category specialist D. extreme value retailer E. off-price retailer
A. service retailer
Retailers’ coupons, rebates, and online discounts are types of
A. in-store promotions. B. specialty product displays. C. pricing promotions. D. off-price wholesaling. E. mass media advertising.
C. pricing promotions.
Of the following, the best example of a category killer is A. Dollar General. B. Staples. C. Kohl's. D. Target. E. Costco.
B. Staples.
Which of the following is NOT one of the typical outlets used by retailers?
A. catalogs B. the Internet C. business-to-business requests for proposals (RFPs) D. brick and mortar stores E. restaurants and hotels
C. business-to-business requests for proposals (RFPs)
Bertone’s Office Supplies has decided to branch out from its existing stores. It plans to start sending out a catalog, and also to sell its products online. Bertone’s is adopting:
A. a multichannel strategy. B. exclusive distribution. C. selective distribution. D. an extreme value strategy. E. a service retailing philosophy.
A. a multichannel strategy.
In the past, __________ dominated supply chains.
A. retailers B. manufacturers C. government agencies D. wholesalers E. distributors
B. manufacturers
__________ are likely to target low-income consumers who demand national brands, but cannot afford to buy large-sized packages.
A. Category killers B. Department stores C. Extreme value retailers D. Specialty stores E. Warehouse club stores
C. Extreme value retailers
One of the most fundamental activities of retailers is to provide __________, satisfying the needs of their target market.
A. wholesaling opportunities B. persuasive advertising C. the right mix of merchandise and services D. corrective price controls E. category killing profitability
C. the right mix of merchandise and services
Carol’s Studio, located in a shopping mall, offers zumba dance classes for all ages. Carol’s Studio is known as a(n)
A. service retailer. B. category specialist. C. specialty store. D. outlet studio. C. small box specialist.
A. service retailer.
Distribution intensity is commonly divided into three levels:
A. intensive, exclusive, and selective.
B. primary, secondary and tertiary.
C. administered, vertical, and independent.
D. global, national, and local.
E. corporate, contractual, and independent.
A. intensive, exclusive, and selective.
Personal selling is particularly important for retailers selling
A. online services.
B. discount items.
C. products that are complicated or expensive.
D. to younger consumers and in big-box stores.
E. in extreme value retailing.
C. products that are complicated or expensive.
One of the greatest constraints faced by store-based retailers—and one that the Internet channel can address—is
A. being price competitive.
B. the amount of merchandise that can be carried in a physical store.
C. competition from other retailers.
D. common zoning restrictions limiting the kinds of merchandise that can be offered for sale.
E. interactive customer service.
B. the amount of merchandise that can be carried in a physical store.
Which type of store is small and offers a limited merchandise assortment at very low prices?
A. extreme value retailers B. specialty stores C. outlet stores D. limited assortment supermarkets E. convenience stores
A. extreme value retailers
Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know
A. if customers are using credit cards or cash to make purchases.
B. how many employees the retailers have.
C. where their target customers expect to find their products.
D. whether the products will fill a customer’s self-actualization needs.
E. whether customers will find the store atmospherics appropriate to the neighborhood or location.
C. where their target customers expect to find their products.
Which of the following strategies is designed to place products in as many outlets as possible?
A. intensive distribution B. exclusive distribution C. selective distribution D. surplus distribution E. contractual distribution
A. intensive distribution
__________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations.
A. Department stores B. Off-price retailers C. Discount stores D. Extreme value retailers E. Category specialists
D. Extreme value retailers
The key factor distinguishing retailers from other members of the supply chain is that
A. they sell to consumers, businesses, and government.
B. they sell to everyone.
C. they use advertising to generate demand.
D. they rarely engage in personal selling.
E. they sell to customers for their personal use.
E. they sell to customers for their personal use.
Because of the way __________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store.
A. department stores B. off-price retailers C. discount stores D. services retailers E. category specialist stores
B. off-price retailers
Retailing is defined as the set of business activities that
A. focuses on a firm’s core values.
B. focuses on transactions, but not relationships.
C. adds value to products and services sold to final consumers.
D. separates wholesaling from manufacturing.
E. only occurs in brick-and-mortar space.
C. adds value to products and services sold to final consumers.
Supercenters have become the fastest growing retail category by combining broad assortments of groceries and general merchandise products. __________ dominates this category with the vast majority of supercenters in the United States.
A. Target B. Meijer C. Kmart D. Kroger E. Walmart
E. Walmart
__________ can purchase merchandise at one-fifth to one-fourth of the original wholesale prices because they do not ask the suppliers for advertising allowances or markdown adjustments.
A. Department stores B. Specialty stores C. Category specialists D. Drugstores C. Off-price retailers
C. Off-price retailers
Today, __________ dominate supply chains.
A. large retailers B. manufacturers C. government agencies D. wholesalers E. distributors
A. large retailers
Compared to conventional supermarkets, warehouse clubs have
A. a broader assortment of food items. B. a lower level of service. C. very comparable prices. D. no products appealing to small businesses. E. lower annual fees.
B. a lower level of service.
Retailing __________ the supply chain.
A. sits at the end of B. is in the center of C. maximizes the length of D. creates rigidity in E. focuses on production in
A. sits at the end of
For a price skimming strategy to be successful,
A. price need to be reduced on a slow, uniform basis.
B. horizontal zone pricing needs to be employed.
C. marketers need to somehow get consumers to redeem coupons.
D. the price should be odd, not even.
E. it must be difficult for competitors to enter the market.
E. it must be difficult for competitors to enter the market.
The major objectives associated with a market penetration pricing strategy are to
A. capture the high end of the market demand curve and lower introduction costs.
B. quickly build sales and market share.
C. minimize customer dissatisfaction and maximize reference price value.
D. provide an incentive to purchase a less desirable product in order to obtain a more desirable product.
E. match competitors’ prices and communicate high quality.
B. quickly build sales and market share.
Compared to other pricing methods, __________ pricing is relatively simple.
A. improvement value B. value-based C. cost of ownership D. reference-based E. cost-based
E. cost-based
An everyday low pricing strategy stresses the continuity of retail prices
A. at a level above regular retail prices and below deep-discount prices.
B. based on horizontal price fixing.
C. bundled with cost-based, cash discounts.
D. at a level somewhere between the regular price and the deep-discount sale prices competitors may offer.
E. at a price skimming level.
D. at a level somewhere between the regular price and the deep-discount sale prices competitors may offer.
Retailers use ____________ to get rid of slow moving or obsolete merchandise.
A. markdowns B. slotting allowances C. price lining D. rebates E. seasonal allowances
A. markdowns
Marketers use a price skimming strategy for any or all of the following reasons EXCEPT
A. to recoup high research and development costs. B. to signal high quality. C. to limit demand. D. to gain market share quickly. E. to test consumers' price sensitivity.
D. to gain market share quickly.
Dan is especially price sensitive. He has been known to line up on “Black Friday” (the day after Thanksgiving) at 4 a.m. in order to be among the first to buy sale items. Dan would likely respond to a __________ pricing strategy.
A. high/low B. premium C. slotting allowance D. horizontal flattening E. vertical triangulation
A. high/low
Yurgen is opening a financial consulting service for high-income retirees in his area. This target market is used to paying for quality and associates high quality with high prices. Yurgen should probably NOT use a market penetration pricing strategy because
A. he might be missing out on customers who would pay more for his products.
B. there are moderate barriers to competitive entry in the market.
C. a low price might signal low quality.
D. he would have to determine zone pricing discounts.
E. the experience curve effect would drop unit costs too rapidly.
C. a low price might signal low quality.
When Burroughs-Wellcome introduced the first anti-AIDS drugs, they initially set the price at $10,000 for a year’s supply. Burroughs-Wellcome was probably pursuing a __________ pricing strategy.
A. skimming B. introductory C. slotting allowance D. market penetration E. cost-based
A. skimming
__________ lowers the price below the store’s cost.
A. Recessionary pricing B. Loss leader pricing C. Radical markdown pricing D. Employee pricing E. Sales promotion pricing
B. Loss leader pricing
In determining the price for his company’s new small business accounting software, Raymond is assessing how much better the software is as compared to alternative products available in the market. Raymond is using __________ pricing.
A. improvement value B. odd-even C. everyday low pricing D. reference-based E. cost-based
A. improvement value
Retailers often require manufacturers to pay _________ in order to obtain shelf space for new products.
A. slotting allowances B. shelf rental fees C. zone pricing D. quantity discounts E. cash discounts
A. slotting allowances
Pricing __________ products is especially challenging because little or nothing is known about consumers’ perceptions of value.
A. cost-based B. seasonal C. large-quantity D. new-to-the-world E. zone pricing
D. new-to-the-world
The saying “leaving money on the table” is associated with
A. the use of odd pricing to force consumers to use their coins in making purchases.
B. loss leader pricing.
C. a predatory pricing strategy that results in excessive seasonal discounts.
D. using a market penetration strategy when there is an opportunity for price skimming.
E. vertical price fixing in markets where horizontal price fixing would be more appropriate.
D. using a market penetration strategy when there is an opportunity for price skimming.
When Apple Computer Company introduced the iPhone—a combination phone, MP3 player, and Internet access device—in 2007, it was priced at $499, considerably higher than either the iPod or competing cell phones. Apple was probably pursuing a __________ pricing strategy.
A. market penetration B. slotting allowance C. price fixing D. reference price E. skimming
E. skimming
Gerald is assessing global entry strategies for his gourmet sandwich business. He does not want to take a lot of risk and he is willing to limit his control of international stores. Gerald will likely use a(n) __________ strategy.
A. franchising B. exporting C. joint venture D. direct investment E. strategic alliance
A. franchising
The Big Mac Index is a novel measure of
A. GDP. B. purchasing power parity. C. per capita GNI. D. economic growth. E. international trade surplus.
B. purchasing power parity.
Of the five strategies for entering new markets, direct investment creates the
A. least investment cost.
B. greatest potential risk.
C. most franchisee control.
D. best opportunity for strong strategic alliances.
E. greatest coordination of efforts of global and local partners.
B. greatest potential risk.
Tariffs, quotas, and currency exchange policies affect global
A. offshore product design. B. pricing strategies. C. advertising. D. logistics. E. promotion.
B. pricing strategies.
Cultural nuances, subcultures, and consumers’ different views of their roles in different countries can make __________ complicated.
A. purchasing power parity B. segmentation, targeting, and positioning C. trading bloc coordination D. exchange control planning E. reducing trade surpluses
B. segmentation, targeting, and positioning
The most important consideration, when a firm chooses a global product strategy, should be
A. opportunities for countertrade. B. the effectiveness of the marketing team. C. the needs of the target market. D. the provisions of GATT. E. WTO regulations.
C. the needs of the target market.
Developed countries are experiencing __________ population growth.
A. slight B. zero or negative C. infinite D. moderate E. significant
B. zero or negative
The term “trade deficit” refers to
A. a country that exports more goods than it imports.
B. an indicator of the quality of life in a country.
C. a level of population growth that impacts exports.
D. the sum of all goods and services handled in a country.
E. higher levels of imports than exports.
E. higher levels of imports than exports.
Which of the following trade agreements is designed to manage and promote trade activities for the United States, Canada, and Mexico?
A. NAFTA B. EU C. CAFTA D. Mercosur E. ASEAN
A. NAFTA
Which of the following best describes the direct investment global entry strategy?
A. With direct investment, a firm maintains total ownership of its plants, operation facilities, and offices in a foreign country.
B. Direct investment occurs when a firm enters a new market by pooling its resources with those of a local firm to form a new company in which ownership, control, and profits are shared.
C. Direct investment refers to depositing payroll funds in a foreign bank.
D. Direct investment designates the maximum quantity of a product that may be brought into a country during a specified time period.
E. Direct investment occurs when a producer sells its offering in a foreign market at a price less than its production cost.
A. With direct investment, a firm maintains total ownership of its plants, operation facilities, and offices in a foreign country.
When a company decides to minimize risk and enter a global market by shipping its products to buyers in other countries, this is known as
A. exporting. B. franchising. C. a strategic alliance. D. a joint venture. E. direct investment.
A. exporting.
What do the BRIC countries have in common?
A. They participate together in a trading bloc.
B. They have suffered more than most other countries in the recent recession.
C. They are Asian countries experiencing explosive population growth.
D. They are the four countries known for the highest levels of bribery in business and government.
E. They are experiencing significant levels of economic growth.
E. They are experiencing significant levels of economic growth.
Which of the following is currently a negative factor for foreign investment in India?
A. India’s population is fairly old and aging fast.
B. India’s infrastructure for supply chain management is not up-to-date.
C. India prevents foreign investors from entering into joint ventures.
D. India has no shopping malls or other large commercial centers.
E. India lacks a skilled workforce.
B. India’s infrastructure for supply chain management is not up-to-date.
Supermarkets collect information about individual customers through their use of loyalty cards, and then analyze the data to look for patterns in purchases. This is an example of
A. data mining. B. data recovery. C. data entry. D. data analysis. E. data modeling.
A. data mining.
Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.
A. quantitative B. data warehousing C. syndicated marketing D. qualitative E. structured
D. qualitative
Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers’ billions of purchases are analyzed using data mining techniques to uncover
A. the impact of income tax laws.
B. patterns of consumers’ purchasing behavior.
C. the relationship between primary and secondary data.
D. new ideas for human resources management.
E. competitors’ pricing strategies.
B. patterns of consumers’ purchasing behavior.
Market research begins with
A. designing the research project. B. analyzing data. C. defining objectives and research needs. D. presenting results. E. creating the data collection process.
C. defining objectives and research needs.
Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company’s
A. website. B. file cabinets. C. data warehouse. D. cash registers. E. qualitative research department.
C. data warehouse.
A marketing research project often begins with a review of the relevant __________ data.
A. primary B. secondary C. quantitative D. unfocused E. structured
B. secondary
Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be
A. door-to-door surveys. B. focus group interviews. C. syndicated data. D. sales invoices at public libraries. E. U.S. Census data.
E. U.S. Census data.
Frederica manages an upscale women’s clothing store. She wants more information about her customers’ general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data.
A. door-to-door surveys B. focus group interviews C. syndicated data D. sales invoices E. census data
B. focus group interviews
When the market research problem is not clearly defined, a researcher will likely engage in __________ research.
A. data mining B. qualitative C. survey D. quantitative E. experimental
C. survey
Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.
A. experimental research B. data warehousing C. syndicated data D. qualitative research E. structured questionnaires
D. qualitative research
From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
A. secondary data retrieval systems. B. exploitation by foreign marketers. C. their ability to get credit cards. D. preserving their right to privacy. E. the unstructured nature of market research.
D. preserving their right to privacy.
__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.
A. Descriptive B. Syndicated C. Manipulative D. Focus group E. Experimental
E. Experimental
Which of the following statements best describes secondary data?
A. Secondary data are pieces of information that have been collected prior to the start of the focal research project.
B. Secondary data are those data collected to address specific research needs.
C. Secondary data collection is always extremely time consuming and expensive.
D. Secondary data will always meet the researchers’ needs.
E. None of these
A. Secondary data are pieces of information that have been collected prior to the start of the focal research project.
Which of the following types of data would be the best choice for Wendy’s fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?
A. Internal secondary data B. External secondary data C. Survey responses D. Focus group data E. Observation data
A. Internal secondary data
Company sales invoices, census data, and trade association statistics are examples of
A. primary data. B. data mines. C. secondary data. D. tertiary data. E. qualitative data.
C. secondary data.
Commercial research firms like ACNielsen and SymphonyIRI Group are sources of
A. primary data. B. internal secondary data. C. data mining. D. syndicated data. E. public data.
D. syndicated data.
A(n) __________ is a small group of people brought together for an intensive discussion of a topic.
A. focus group B. social media site C. experiment D. data mining session E. in-depth interview
A. focus group
Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
A. secondary data B. an observational study C. an experiment D. a structured questionnaire E. a survey with open-ended questions
D. a structured questionnaire
After reviewing the existing data on seasonal spending by his company’s customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study.
A. primary B. secondary C. mined D. syndicated E. warehoused
A. primary
When a research team has gathered data for specific research needs, this is known as
A. primary data. B. data mining. C. secondary data. D. data recovery. E. data modeling.
A. primary data.
