Interviewing & Surveying in 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!

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Question 1 1. Beth receives an email requesting that she complete a short survey for a car company. She had recently purchased a new sedan and the company wanted feedback on her experience. When she clicked on the link, a cartoon woman popped up, welcoming her to the survey. The woman reappeared throughout the survey with clarifying tips and with information about how much longer the survey would take. What type of gamification tactic was used in this survey?

Question 2 2. Which of the following would NOT be considered a PBL gamification solution?

Question 3 3. Online focus groups probably aren't a good choice for:

Question 4 4. This document contains the opening remarks, the questions, and a closing to wrap things up. What is it?

Question 5 5. A market researcher asks participants in a study group to imagine that they are 80 years old living in a nursing home. The researcher then asks the participants to discuss their thoughts as the elderly client. What type of projective test is described here?

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Question 6 6. Which projective test is used specifically when market researchers are looking for a customer's emotions or effect related to a product or service?

Question 7 7. Thoughts, feelings and opinions are in the realm of _____ research.

Question 8 8. Building a code book to tabulate the responses might include what two types of codes?

Question 9 9. How can an MROC provide a return on the investment?

Question 10 10. A benefit of having an MROC would be:

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Question 11 11. A focus group asked to listen to a sales pitch and provide their emotional reactions that lead to their final choice would be known as:

Question 12 12. What term is used to describe a market research study that asks participants to complete tasks using a product while market researchers are evaluating their methods and actions?

Question 13 13. The four characteristics that define the level of measurement are description, order, distance and _____.

Question 14 14. Market researchers like scales because they are useful in converting _____ into _____.

Question 15 15. Which statement about a ladder interview is FALSE?

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Question 16 16. A drawback of the ladder interview technique is _____.

Question 17 17. If a customer is presented with 5 paper towel brands and asked to place them in order from the customer's highest preference to the lowest preference, the scale being employed is:

Question 18 18. Which type of scale would provide 50 chips to a subject and ask them to distribute the chips to each of 7 options based on how positively they view the brand's cupcakes?

Question 19 19. Why should you include your more important questions towards the front of your questionnaire?

Question 20 20. Approximately how many questions should you keep your marketing research questionnaire under?

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Question 21 21. Which observational method would be most appropriate for tracking the time it takes a courier to make a run between various points in the city?

Question 22 22. Which of the following definitions best describes an observational method that provides accurate results over a long period of time - even when used repeatedly?

Question 23 23. Surveys are considered _____ research because the survey takers collect the data themselves versus using previously collected data.

Question 24 24. In general, keeping survey questions simple is important because:

Question 25 25. When Linda observes her research subjects verbal thoughts during an activity, she is using this method of qualitative research:

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Question 26 26. This method of research combines higher education researchers, non-profits, community organizations, and policymakers:

Question 27 27. Which type of primary scale simply places data points into groups or classes of equal rank or equal significance?

Question 28 28. A market research survey that asks respondents to rank a list of 5 flavors of ice cream in their order of preference would be a:

Question 29 29. What is the BEST definition of gamificiation?

Question 30 30. What kinds of things can a company learn from its customers by using a focus group?

Interviewing & Surveying in 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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