Market Research and Segmentation 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. Robert's company produces gloves. They primarily sell these gloves to prisons and schools. What segment of the market is Robert's company targeting?

Question 2 2. When a mortgage company needs to predict what interest rates will be three years from now, it will use:

Question 3 3. Business intelligence employs tools such as database management, data mining, and decision support systems. What other tool can be used in BI?

Question 4 4. What are the five ways to segment a market?

Question 5 5. Identify which of the following is NOT an example of descriptive statistics:

Page 2

Question 6 6. Which of the following types of segmentation is the marketing team for an amusement park using when they decide to place an ad that showcases wild thrill rides for an exciting day out with friends?

Question 7 7. Age, gender, income, race, and family life cycle all are found in _____ segmentation?

Question 8 8. A candy company is introducing a new brand of chocolate to the market. They have advertised heavily, investing $8,000,000 in New York, but no ads were run in Boston. After analyzing the data, they have found no statistically significant difference between their sales in New York and Boston. Why is this an example of inferential statistics?

Question 9 9. Collecting sales data reports would be an example of what role of marketing research?

Question 10 10. What is business marketing?

Page 3

Question 11 11. 'What-If' scenarios would be best researched through which role of marketing research?

Question 12 12. Which of the following criteria can be used to segment a market?

Question 13 13. Which one of the following scenarios represents a marketing research study?

Question 14 14. What are the three roles of marketing research?

Question 15 15. James segments his business customers by how much money they spend on his products and services. Which type of segmentation is this?

Page 4

Question 16 16. What are the four broad segments of a business market?

Question 17 17. The study of the human behavior in its natural context is an example of _____.

Question 18 18. A company is trying to determine what products it should develop in the next 10 years. They are analyzing data from their sales, as well as the data from the leading 10 companies in the industry in order to try and find a pattern of what products could be most successful. What type of statistics is the company using?

Question 19 19. A grocery store chain has a large database of customer demographic information. It would like to search for patterns in grocery purchases. The BI tool it will use is _____.

Question 20 20. What is the difference between data mining and OLAP?

Page 5

Question 21 21. If a company decides to pursue a senior citizen segment of the market and has difficulty creating a marketing mix that will reach this type of segment, this is an example of what type of criteria?

Question 22 22. What is the name of a segmentation criteria where a segment must be large enough to support developing a specific marketing mix?

Question 23 23. Which of the following is the best definition for a market segment ?

Question 24 24. Which of the following is NOT done by statistical software?

Question 25 25. You want to find an efficient way to segment the business market. Which of the following is NOT an example of how you should segment a market according to company characteristics?

Page 6

Question 26 26. A company wants to find customers who would be interested in a drug and alcohol prevention residential program. They are having difficulty finding segments to target. What type of criteria issue would they be facing?

Question 27 27. Which of the following demographic groups was born between 1946-1964?

Question 28 28. Which of the following would be considered secondary data collection?

Question 29 29. Which of the following segmentation methods is a marketing team using if they segment the market based on examining potential customers' personalities, motives and lifestyles ?

Question 30 30. A marketing manager for a car manufacturer would like to know how many vehicles made in its Sonora factory were sold to customers in Germany last month. He would also like a mailing list of the German dealers who sold them. To get the answer, the marketing manager should use _____.

Market Research and Segmentation 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!

High School Marketing for Teachers: Help & Review  /  Business Courses
Support