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307MKT - IMC - 20 Questions
307MKT - IMC - 20 Questions
S.n
Question
Replication ---------
Environmental
Primary
Survey
Marketing
Marketing
Survey research.
Marketing
Options
Flexibility
10
Reducing production
costs
Decrease the
production cost
Pharma
Survey research.
Marketing Research
Exploratory research
Survey
12
Experimental
Survey
13
Personal interview
14
Telephone
15
__________questionnaires lack
flexibility in that they require simply
worded questions.
Telephone
16
Personal interview
17
18
19
Primary
20
MIS
21
Secondary research
Secondary research is
can be organized indone after primary
house or via a research
research.
agency.
An accurate description
Extensiveness of the
of the company's
search for intelligence
information needs
23
compares a company's
performance with
standards set by
selected other
organizations.
24
25
26
Qualitative techniques
generally provide a
Qualitative research
broad representation of may involve the use of
the population's
interviews.
behavior.
27
a) Marketing research
22
is based on qualitative
feedback from
customers who sit on
consumer panels (or
benches).
b) Decision support
system
28
29
30
31
Secondary research.
Qualitative research.
database marketing
improve marketing as a
process
32
33
34
35
Primary research.
36
Lack of information
about the population
responding to the
questionnaire.
37
Likert
Rating scale
38
39
40
41
42
Information
Content
43
Fundamental Research
Causal Research
Longitudinal studies
Likert Questions
44
Longitudinal studies
45
Directness of approach
Awareness of
respondent
46
Descriptive
Exploratory
47
Personal
Mechanical
48
Computerized
anonymized telephone
interaction
computerizing and
analyzing technical
information
49
In research
Decision problem is
translated to research
problem
Research problem is
translated to decision
problem
50
In depth interview
Pictorial construction
51
target marketing
pretesting of ads
52
to determine it the
advertiser has stayed
within its budget
53
situation analysis
54
its cost
its availability to
everyone
55
projective techniques
56
the experimental
method
57
the interrogative
method
qualitative research
Pretesting makes
Pretesting is often used
extensive use of inquiry to measure an ad's
tests.
effectiveness.
58
59
order-of-merit test
60
61
62
Geographic location.
63
True
False
64
True
False
65
True
False
66
67
Ordinal.
68
Approximately interval.
True
False
69
70
Ratio.
Interval.
71
72
73
Ordinal.
.Various approaches to
Error is rarely present
measuring aspects of
in the measurement
the same thing can be
process
useful
Reliability
.Validity
Concurrent evidence
Predictive evidence
74
75
76
77
78
Nominal
79
Personality
80
81
Ratio scale
82
. Ordinal
83
84
Stanford-Binet
. Face validity
. Nominal
Wechsler Scales
False
Ordinal
Achievement
. Concurrent validity
85
.Consistency or
stability
Appropriateness of
interpretations on the
basis of test scores
86
A rank-order scale of
measurement
87
Test-retest
88
Measure of
consistency of scores
Measure of consistency
obtained from two
of test scores over time
equivalent halves of the
same test
89
90
91
92
. Validation
Split-half
Split-half reliability
. Face validity
Validity
93
94
95
Test-retest
96
True
False
97
. Construct validity
evidence
. Criterion-related
validity evidence
98
Concurrent evidence
.Predictive evidence
99
Rating
Ranking
100
False
Ans
wer
d
helps researchers
overcome distortions
that their own values
can cause
Secondary
Observational
Causal
Observational
Observational
Cheap
Industrial
Observational
Observational
Observational
Personal
Personal
Telephone
Causal
descriptive
Primary data
Secondary
Secondary research is
quicker than primary
research.
Secondary research is
cheaper than primary
research.
Speed of
communication
Appointment of a full
time marketing
research manager
is based on
quantitative feedback
is essentially attitudinal
from customers who sit
in nature.
on consumer panels (or
benches).
Essentially quantitative
Attitudinal research
research
c) A company cannot
tell whether
respondents have the
same views as nonrespondents, therefore
the analysis may be
biased.
d) It indicates customer
disloyalty.
Quantitative research
need not necessarily
involve the use of
interview techniques.
c) Production
monitoring system
d) Internal records
system
marketing intelligence
marketing management
identifying market
opportunities and
problems
marketing information
system
company marketing
data
Causal research.
Primary research.
Mixed methodology.
Focus groups.
Focus groups.
Quantitative research.
Dichotomous
Qualitative Questions
Bipolar questions
Leading question
Dichotomous
Leading question
Bipolar questions
Leading question
Dichotomous and
Bipolar
Response
descriptive
Research Design
Exploratory Resarc h
Research studies
Experimental studies
Research studies
Experimental studies
Causal
Qualitative
Audit
computer assisted
telephone interviewing
computer aided
theorotical interview
anyone can be
translated to the other
it is impossible to
translate the problem
Word association
Sentence completion
creative concept
research
ad tracking
to provide the
advertiser with useful
guidelines for further
advertising
formal research
observational research
interpretative
techniques
quantitative research
mail survey
theater test
Do you remember a
How would you describe time in your life when
the feel of this fabric?
insurance was not
important?
Competitive factors.
Nominal.
Interval.
Ordinal.
Ratio.
Ordinal.
Nominal.
Ordinal.
Nominal.
Nominal.
Interval.
Testing and
Present-day behavior
assessment benefit
predicts future behavior
society
Nominal. Scale
Interval scale
Internal consistency
There must be a
reliable alternative
form.
a
a
Aptitude
. Intelligence
Predictive validity
. Content validity
Nominal scale
Interval
Ordinal scale
Ratio
Minnesota Multiphasic
Personality
Inventory(MMPI)
Slosson
.A rank order of
participants on some
characteristic
. A scale with an
absolute zero point
. Content
. Internal consistency
Measure of
consistency with which
a test measures a single
construct or concept
Measure of degree of
agreement between
two or more scorers,
judges, or raters
Test-retest reliability
Inter-scorer reliability
. Criterion-related
validity
Inference validity
. Interval, nominal,
ordinal, ratio
Reliability
. Ratio, interval,
nominal, ordinal
Prediction
Split-forms
Equivalent forms
. Content validity
evidence
Internal consistency
Preference
Meter
Question
isolate specialists in
distinct
communications
disciplines
direct
customer
relationship
management
database
management
systems
talking on a cell
phone
homeostasis
personal selling
10
11
ideal self
12
demographic
segmentation
13
integrated
marketing
communications
14
the CEO
15
buyers
16
Products with a low market share of a low rate-ofgrowth market are described by the Boston
17
. 80/20 principle
18
Intensive distribution
19
20
falling stars
Field selling
Answ
er
maximize the
impact on the
intended target
audience
product
promotional
promotional
sales promotion
direct mail
promotional
advertising
interactive
communications
sales promotion
public relations
direct response
public relations
sponsorship
personal selling
public relations
integrated
marketing
communications
eprocurement
driving a car
motive
conformity
personality
self-actualization
self-image
self-image
real self
lifestyle
segmentation
benefit
segmentation
geographic
segmentation
integrated
marketing
communications
customer
mass customization relationship
management
an RFP
a buying centre
a buying committee
gatekeepers
influencers
users
question marks
. purchase
aggregate basis
dogs
concentration
attribute
pretesting
advertisements
Telemarketing
front-loaded
expenditure effect
strivers
measuring
analyzing selective
advertising
perception
effectiveness
. Sales teaming
Indirect selling