1、________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
A、Marketing research
B、Market segmentation
C、Marketing communications
D、Internal marketing
E、Marketing planning
2、When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process
A、define the problem and research objectives
B、develop the research plan
C、make the decision
D、analyze the information
E、collect the information
3、Which of the following is considered to be the last step in the marketing research process?
A、controlling the environment
B、arriving at a decision
C、analyzing information
D、presenting findings
E、drafting the report
4、If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
A、descriptive
B、exploratory
C、secondary
D、primary
E、quantitative
5、Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists through
A、licensed information
B、primitive data
C、secondary data
D、tertiary information
E、primary data
6、Why must researchers avoid generalizing from focus group participants to the whole market?
A、The participants usually come from diverse backgrounds.
B、Most of the participants are likely to exhibit similar tastes and preferences.
C、The size of the group is too small and the sample is not drawn randomly.
D、Participants’ responses are
7、Which of the following is used to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
A、survey research
B、quantitative research
C、experimental research
D、observational research
E、descriptive research
8、If a marketing researcher chooses to use word associations, the researcher is using ________ questions.
A、open-end
B、semantic differential
C、closed-end
D、Likert scale
E、rating scale
9、After collecting the relevant information, the next step in the marketing research process is to ________.
A、analyze the acquired data
B、present the project report
C、make the final decision
D、define the problem and research objectives
E、develop the research plan
10、When companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.
A、对
B、错
