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Data Collection for Marketing Research Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

Page 1

Question 1 1. Which Google tool is used to gather information from your desired audience, which is both administered and analyzed by Google for you?

Question 2 2.

Which of the following Google tools and services are provided free of charge to companies who are looking to do their own market research?

A. Google Trends

B. Google Surveys

C. Google Forms

Question 3 3. How can you use Google Forms in market research?

Question 4 4. What is the biggest challenge when it comes to the personal information of your customers?

Question 5 5. Why do you need consumer participation when conducting market research?

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Question 6 6.

What could happen to a company that doesn't protect the privacy of its customers?

A. It could go out of business.

B. It could get sued.

C. It could lose the trust of its customers.

Question 7 7. When performing field experiments in marketing, how can you overcome the challenge of cost and time as best as you can?

Question 8 8. Which of the following participants is engaging in online discussions of the experiment they are involved in?

Question 9 9. How can you gather your competitive intelligence in a way so as to gather honest information about the competition?

Question 10 10. A GIS combines spatial data with _____ to provide tools for spatial analysis.

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Question 11 11. Why do businesses love frequent shopper cards?

Question 12 12. One free source of demographic data that can be paired with GIS technology is:

Question 13 13. What do you have to keep in mind when choosing what kind of experiment to do in your marketing research experiment?

Question 14 14. Why might an experimenter toss out the answers they got while conducting a marketing research experiment?

Question 15 15. What is the first step in designing a marketing research experiment?

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Question 16 16.

Which of the following methods is used to gather information while testing trailers?

A. Focus groups

B. One-on-one interviews

C. Nielsen Integrated Dial Trace Analysis

D. Surveys

Question 17 17. How was Pretty Woman changed after test screenings?

Question 18 18. Which of the following is a field experiment that's used in the entertainment industry to determine how an audience will react to a movie?

Question 19 19. What is wrong with a small consumer panel?

Question 20 20. Why are consumer panels good for companies that make products for a very specific group of people?

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Question 21 21. Which of the following does a consumer panel NOT do?

Question 22 22. Custom research could best be defined as:

Question 23 23. Which situation below would benefit the MOST from syndicated research?

Question 24 24. Which organization is most likely to benefit from syndicated market research?

Question 25 25. What would be a good use for a tracking study?

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Question 26 26. One of the challenges faced by marketing researchers in long-term studies is:

Question 27 27. Collecting data from the same group of subjects over a period of time is known as a _____.

Question 28 28. Where does the greatest value lie in Google Trends, when used for market research?

Question 29 29. Why is consumer privacy important when performing market research?

Question 30 30. How can a shoe store overcome the challenge of consumer confusion?

Data Collection for Marketing Research Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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