Question;MK201 Chapters 4-5 Week 2 Quiz QuestionsTotal points: 4;Directions: Select the best response for each. Please post;your selections in the Blackboard response section numbered 1-30 with response;to each corresponding question.;Due: Sunday at midnight for each week of this course.;Scenario 4.1;Use the following to answer the questions.;Because of the development of optical;scanners and cable television, marketing researchers can now test the;effectiveness of advertising more precisely. Volunteers in a minimum of six;cities are offered food discounts in return for allowing marketing research;firms to monitor grocery purchases and send trial commercials to their homes;through cable television.;The research subjects shop only at stores;equipped with UPC scanners, and their purchases are identified by a special;card. Respondents are also told that some of the commercials they see on cable;television may differ from those seen by their neighbors. Buying patterns are;then compared. For example, Kashi cereals tested a Crunchy Wheat promotion;using this system. Half of the 5,000 participating homes in one city saw a;commercial announcing the promotion, the other half saw a commercial that did;not mention the promotion. Kashi used scanner data to evaluate the promotion's;success and offered the commercials nationwide.;1. Refer;to Scenario 4.1. Kashi's testing of the Crunchy Wheat promotion is an example;of;a.;the collection of secondary data.;b.;information feedback.;c.;an exploratory study.;d.;a descriptive study.;e.;defining and locating problems.;2. Refer;to Scenario 4.1. Suppose that when selecting the 5,000 homes to participate in;scanner studies in one city, the research firm first divided the city's;population into upper-, middle-, and lower-class families, then took a;probability sample within each group. This would be a(n) ____ sample.;a.;random;b.;stratified;c.;area;d.;quota;e.;population;3. Refer;to Scenario 4.1. The 5,000 households that allowed their group purchases to be;scanned are a;a.;focus group.;b.;quota.;c.;sample.;d.;target market.;e.;population.;4. Refer;to Scenario 4.1. When the researchers compared the average sales of Crunchy;Wheat for the group that saw the promotion with the average sales for the group;that did not see the promotion, in which stage of the marketing research;process were they?;a.;Defining and locating problems;b.;Reporting research findings;c.;Developing hypotheses;d.;Collecting data;e.;Interpreting research findings;Scenario 4.2;Use the following to answer the questions.;Colin Jackson recently purchased Blue;Waters Adventures, a kayak and canoeing rental business near the Chatsworth;River in Arizona. Even though the winters in the area can be cold, kayaking and;canoeing activities are generally popular year-round. After two months of;operation, it became clear why the previous owners had sold the business: even;though it seemed to be ideally located, sales were extremely disappointing.;5. Refer;to Scenario 4.2. Colin decided to apply some of the things he had learned in;his MBA marketing research class to his business. The first thing he did was to;a.;develop a questionnaire.;b.;identify a sample frame.;c.;define the problem to be researched.;d.;conduct store exit interviews.;e.;collect secondary data.;6. Refer;to Scenario 4.2. Colin developed a research design to aid his investigation.;This design included a questionnaire that attempted to measure "outdoor;activity preferences", however, Colin's MBA professor said that the;questionnaire measured not "outdoor activity preferences" but;something else. The professor was questioning the research design's;a.;reliability.;b.;significance.;c.;truthfulness.;d.;corroboration.;e.;validity.;7. Refer;to Scenario 4.2. Colin went to the university library and collected everything;he could find on the kayaking and canoeing sports industries. The type of data;he collected are known as ____ data.;a.;primary;b.;secondary;c.;descriptive;d.;exploratory;e.;mixed;8.Refer to Scenario 4.2. Besides administering;the questionnaire, Colin observed people who went kayaking and canoeing on the;Chatsworth River, making notes about their appearance and behavior. The type of;data he collected are ____ data.;a.;indirect;b.;mechanical;c.;secondary;d.;primary;e.;direct;9. Refer;to Scenario 4.2. Before administering the questionnaire, Colin discovered;through talking to other sports rental businesses that, although retired males;made up a small percentage of the area's population, they often rented kayaks;and canoes. In light of this, Colin decided to include a minimum of 25 percent;retired males in his sample. The final choice of respondents was left up to the;interviewers. This sampling method is known as ____ sampling.;a.;quota;b.;stratified;c.;random;d.;representative;e.;area;Scenario 5.1;Use the following to answer the questions.;Lil' Angels Kids Spa offers various;treatments designed to appeal to the younger customer. Treatment options;include manicures, pedicures, facials, tea parties, and dress up photos.;Parents can even purchase a birthday party package. Lil' Angels offers its;services only to girls under the age of 14. Originally begun in Delaware, Lil;Angels is considering opening its spa/salons in other parts of the country and;is planning to expand its offerings to girls aged 14 to 17. The company;realizes that some changes may be needed. For example, management wants to find;out if the older girls will be interested in their birthday party and tea party;services.;10. Refer;to Scenario 5.1. Lil' Angels Kids Spa is currently using a(n)____ targeting;strategy.;a.;undifferentiated;b.;exclusive;c.;concentrated;d.;differentiated;e.;selective;11. Refer;to Scenario 5.1. Which of the following best describes Lil' Angels' current;approach to the market?;a.;It is segmenting the market according to;demographic variables.;b.;It is segmenting the market according to;product-related variables.;c.;It has chosen a segment that is not;identifiable and divisible.;d.;Its market is impossible to reach;because of legal constraints.;e.;It is not segmenting the market but is;attempting to reach everyone with the product.;12. Refer;to Scenario 5.1. Which of the following bases is Lil' Angels using to segment;its market?;a.;behavioristic;b.;frequency of use;c.;age;d.;income;e.;family life cycle;13. Refer;to Scenario 5.1. What method should Lil' Angels use to forecast sales in new;regions?;a.;Sales force survey;b.;Time series analysis;c.;Correlation method;d.;Market test;e.;Regression analysis;Scenario 5.2;Use the following to answer the questions.;GE Transportation produces locomotive;engines for sale in countries around the world. After looking at the total;market for locomotive engines, the company found that different rail lines;wanted engines. Major rail lines in the U.S. and South America wanted engines;to haul heavy freight. Rail lines in Sweden and Germany were interested in a;cleaner, greener locomotive engine. Rail lines operated by several Eastern;European countries wanted locomotive engines for running short distances;between cities in their own country. GE Transportation is currently;manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its;Dash 9, suited for shortline transport.;14. Refer;to Scenario 5.2. Which of the following targeting strategies is GE;Transportation most likely using?;a.;Undifferentiated;b.;Differentiated;c.;Concentrated;d.;Selective;e.;Market diffusion;15. Refer;to Scenario 5.2. What segmentation variable is GE Transportation using to;select a target market?;a.;Demographic;b.;Benefit expectations;c.;Income;d.;Volume usage;e.;Psychographic;16.Refer to Scenario 5.2. Suppose that GE;Transportation decided to produce only locomotive engines for rail lines in the;United States. The segmentation variable then would be;a.;geographic location.;b.;type of organization.;c.;market density.;d.;product use.;e.;customer size.;17. Refer;to Scenario 5.2. Researchers at GE Transportation estimate that 1,000 rail;lines throughout the world will purchase some kind of locomotive engine next;year. That number represents the;a.;company sales potential.;b.;breakdown approach.;c.;market potential.;d.;buildup approach.;e.;company sales forecast.;ANS: C PTS: 1 DIF: Difficult;OBJ: 05-05 Understand how to evaluate market;segments.;NAT: AACSB: Analytic | MKTG: Model Research MSC: Application;18. Refer;to Scenario 5.2. If a GE Transportation researcher analyzes monthly sales data;for a four-year time frame, looking for periodic fluctuations, the researcher;is doing a ____ analysis.;a.;trend;b.;seasonal;c.;cycle;d.;random factor;e.;regression;MULTIPLE CHOICE;19. If Procter & Gamble, the maker of Dawn;dishwashing liquid, wants to know what percentage of customers examine product;labels before making a product selection in the grocery store, it can best;gain this information through;a.;focus groups.;b.;mail surveys.;c.;personal interviews.;d.;observation.;e.;mall intercepts.;20. Nathan;a marketing manager for Casual Express, a retail clothing store chain, wants to;use observation methods to gather information about shopping behavior. Which of;the following should Nathan know about observation methods of data collection?;a.;Observation uses secondary sources of;data.;b.;Observation depends on mall interviews.;c.;Observation can tell Nirendra what is;being done, but not why.;d.;Observation focuses on open-ended;questions.;e.;Observation works best for telephone;surveys.;21. Any group of people who, as individuals or as;organizations, have needs for products in a product class and who have the;ability, willingness, and authority to buy such products is a(n);a.;business market.;b.;market.;c.;undifferentiated market;d.;segmented market;e.;market variable;22. Which;of the following is not a characteristic of a consumer market?;a.;it consists of purchasers who intend to;consume or benefit from the purchased products;b.;they do not buy products for the main;purpose of making a profit;c.;they are sometimes referred to as B2C;markets;d.;their purchasing decisions are always;made by only one individual;e.;each of us belongs to numerous markets;of this type;23. Which;of these statements is not true about business markets?;a.;the purchase may be made to resell the;item;b.;the purchase is always made by more than;one individual;c.;the purchase may be made to use in;general daily operations;d.;the purchase may be made to use in;production of another product;e.;they can also be referred to as;organizational markets;TRUE/FALSE;24. Marketing;research is a systematic and orderly gathering of information supplied through;the routine reporting system within the organization.;25. The;purpose of marketing research is to inform an organization about customers;needs and desires, marketing opportunities for particular goods and services;and changing attitudes and purchase patterns of customers.;26. The;first sign of a problem is usually a departure from some normal function, such;as a failure to attain objectives.;27. Online;focus groups are more expensive than tradition sit down groups.;28. A market;is a group of people who, as individuals, have needs for products in a product;class and have the ability, willingness, and authority to purchase such;products.;29. Individuals;ability to buy depends on the amount of their buying power.;30. The;four requirements of a market are that the individuals in the market must have;a need for the product and the ability, willingness, and authority to buy it.
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