Consumer Behavior Practice Questions
Course Introduction
Consumer Behavior examines the psychological, social, and cultural factors that influence the purchasing decisions of individuals and groups. The course explores key theories and models of consumer decision-making, perception, motivation, attitude formation, and learning processes. Topics include the impact of marketing strategies, the role of consumer research, cultural and subcultural dynamics, and the influence of family, reference groups, and lifestyles on purchasing behavior. Through case studies and practical applications, students learn to analyze buyer behavior and apply insights to develop effective marketing strategies that cater to target audiences.
Recommended Textbook
Marketing Research Essentials 9th Edition by Carl McDaniel
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision
Making
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Sample Questions
Q1) A social media site such as Twitter or Facebook uses:
A)BEP.
B)CTM.
C)PERT.
D)MBO.
E)UGC.
Answer: E
Q2) About what percentage of the U.S.population has access to the Internet?
A)45 percent
B)55 percent
C)65 percent
D)75 percent
E)85 percent
Answer: E
Q3) Applied research is conducted in order to validate an existing theory or to learn more about a concept.
A)True
B)False
Answer: False
Page 3
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Sample Questions
Q1) At the heart of marketing research is the analysis of _________.
A)decisions
B)results
C)data
D)management
E)none of the above
Answer: C
Q2) As described in the first chapter,there are a number of advantages to conducting research online.What would be some disadvantages of conducting a study solely online?
Answer: Students may intuitively understand that the online population has unique characteristics,making online research more appropriate for certain product categories (laptop computers)than others (retirement communities).
Q3) Which of the following is not a benefit of the Internet for marketing research?
A)more rapid access to business intelligence
B)facilitates follow-up studies
C)slashes many cost-related activities in the research process
D)improves response rates over mail surveys
E)All are benefits of the Internet.
Answer: E
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Sample Questions
Q1) Low-ball pricing by marketing research supplier firms is sometimes ethical.
A)True
B)False
Answer: False
Q2) Which of the following companies is the largest U.S.marketing research company in terms of revenue?
A)Burke Inc.
B)Maritz Research
C)Arbitron Inc.
D)Nielsen Co.
E)J.D.Power and Associates
Answer: D
Q3) The refusal rate for a typical telephone survey in the U.S.averages about 30 percent.
A)True
B)False
Answer: False
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Sample Questions
Q1) Nielson's Buy segment provides market research and analysis primarily to businesses in the consumer packaged goods industry,and it is organized into two areas: Information & Technology.
A)True
B)False
Q2) A true field service firm:
A)is involved in all the steps of marketing research.
B)is only involved in data collection on a contract basis.
C)places a great deal of emphasis on research design and data analysis.
D)uses data collected for internal purposes.
E)none of the above
Q3) Professional respondents are generally viewed in a positive light by marketing researchers.
A)True
B)False
Q4) Radio station KOOL is in a large metropolitan area,and is having trouble selling advertising space to advertisers.The advertisers contend that they don't know how much coverage they are getting by advertising on KOOL.What kind of data collection strategy should KOOL undertake?
6
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) Bank One of Columbus,Ohio is famous in the banking industry for creating new products and services that can be sold to its existing business customers.When UMB Bank in St.Louis studies the products and services offered by Bank One to see which ones would be good products or services to offer to UMB's business customers,this is a form of what type of research?
A)Secondary data analysis
B)Focus group analysis
C)Experiment
D)Experience survey
E)Case analysis
Q2) When McDonald's conducts an in-depth discussion for 90 minutes with eight of its current customers in a group discussion led by a moderator to try to come up with new menu offerings that would be of interest to these customers,this type of research is:
A)secondary data analysis.
B)an experiment.
C)focus group research.
D)a descriptive study.
E)a case analysis.
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Chapter 3: A: Problem Definition and the Research Process
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Sample Questions
Q1) A pilot study is more rigorous than other types of quantitative studies.
A)True
B)False
Q2) When research managers communicate ineffectively,generate quality data,control costs,and deliver information on untimely,they increase the probability that decision makers will use the research information they provide.
A)True
B)False
Q3) A teen consumer products firm notes that there were 30 million babies born between 1990 and 2002.The firm also recognizes that because of more single parent homes and dual-earner households,these young consumers are making many more purchase decisions.Beginning the process of marketing to that group of young consumers would be an example of which of the following?
A)determining if the information exists
B)using symptoms to clarify a problem
C)recognizing an opportunity
D)stating research objectives
E)none of the above
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Chapter 4: Secondary Data and Databases
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Sample Questions
Q1) A computerized database that contains information about a company's current customers is called a(n):
A)DSS.
B)internal database.
C)GIS.
D)marketing research aggregator.
E)external database.
Q2) The issue of consumer privacy is an important aspect of behavioral targeting methods.
A)True
B)False
Q3) Secondary data can be a cost-efficient method of obtaining important marketing research information.
A)True
B)False
Q4) The quality of a marketing decision is based primarily on the information used to make that decision.
A)True B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) Mike's Seafood is a very successful Cajun restaurant chain in south Louisiana.How can a geographic information system (GIS)help the restaurant chain target its best customers?
A)GIS can pinpoint exactly where the restaurant's customer base is located,even down to the specific neighborhood,which would greatly assist a direct marketing effort.
B)The map technology creates a visual translation of DSS.
C)The map technology creates a visual translation of the URL.
D)It can pinpoint the target marketing without the need for primary data,which makes it more cost effective.
E)all of the above
Q2) An entrepreneur is contemplating establishing a funeral home in a small town.This person believes the demand for funeral home services is greater than the services being provided.Initially,the entrepreneur contacts a consultant and tells the consultant he needs a community survey to determine the total demand for funeral home services in the small town and surrounding communities.If you were the consultant,how would you react to the entrepreneur's request for a survey? What kind of counter proposal would you make?
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Chapter 5: Qualitative Research
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Sample Questions
Q1) All of the following are examples of projective techniques used in marketing research
EXCEPT:
A)cartoon tests.
B)focus groups.
C)word association tests.
D)story completion tests.
E)third-person techniques.
Q2) All of the following are typical characteristics of quantitative research projects
EXCEPT:
A)large sample sizes.
B)an interviewer with few special skills.
C)subjective data interpretation.
D)detailed statistical analyses.
E)causal research projects.
Q3) The use of focus group discussions is decreasing noticeably in marketing research studies.
A)True
B)False
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Chapter 5: A: Qualitative Research
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Sample Questions
Q1) During the focus group interview,it is imperative that the focus group moderator:
A)remain completely objective.
B)have good quantitative skills.
C)have a wide range of capability regarding focus group equipment.
D)be able to screen for appropriate focus group participants.
E)all of the above
Q2) A final report of a set of focus groups typically consists of what?
A)a PowerPoint presentation
B)data tables
C)lengthy written report
D)discussion guide
E)none of the above
Q3) Which of the following is not a client-focused skill needed by a focus group moderator?
A)Understand the client's business.
B)Be responsive and reliable.
C)Provide effective feedback to the client.
D)Have an appreciation for differences in people.
E)All of the above are necessary client-focused skills.
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Chapter 6: Traditional Survey Research
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Sample Questions
Q1) What type of systematic error is involved when a door-to-door interviewer decides to skip a household on the list of households to be interviewed because she does not like the "looks" of that household?
A)Population error
B)Selection error
C)Surrogate error
D)Measurement instrument bias
E)Nonsystematic error
Q2) Ad hoc mail surveys typically have a low rate of nonresponse.
A)True
B)False
Q3) If a researcher wants to take a random sample of the counties in Missouri,the list of the 114 counties along with their name and ID number is called the _____________ .
A)sampling frame.
B)measurement instrument.
C)sample design.
D)systematic error.
E)nonresponse bias.
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Chapter 6: A: Traditional Survey Research
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Q1) Random-digit dialing enables market researchers to reach households with unlisted phone numbers.
A)True
B)False
Q2) A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city.In the process of verifying the responses for one of the interviewers,the researcher found that the interviewer surveyed consecutive houses in a particular subdivision,instead of selecting every third house.What kind of error has occurred here?
A)selection error
B)measurement error
C)processing error
D)interviewer error
E)none of the above
Q3) Interviewers are typically the main interface with consumers and are,therefore,a vital link to consumer cooperation.
A)True
B)False
Q4) What are the major factors that determine the selection of a particular survey method?
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Chapter 7: Online Marketing Research
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Sample Questions
Q1) Focus groups are the primary form of online qualitative research in the U.S.
A)True
B)False
Q2) A key factor in the increase of online panel research is the declining response rates of telephone interviews.
A)True
B)False
Q3) About what percentage of U.S.mobile Internet users access the Internet from their mobile phones daily?
A)10 percent
B)20 percent
C)30 percent
D)40 percent
E)50 percent
Q4) All of the following are disadvantages of online focus groups EXCEPT:
A)it is very difficult to create group dynamics.
B)the group cannot be observed behind a one-way mirror.
C)loss of nonverbal cues.
D)access to hard-to-reach target population members.
E)product prototypes cannot be given to the group to examine.
Page 15
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Chapter 7: A: Online Marketing Research
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Sample Questions
Q1) Open panel recruitment is more likely to lead to "professional" respondents.
A)True
B)False
Q2) Do-it-yourself software,such as SPSS Quanquest,requires that you do not offer the respondent a good experience if you expect the person to complete the survey.
A)True
B)False
Q3) Internet surveys have a higher cost per survey than telephone surveys.
A)True
B)False
Q4) Which of the following is not characteristic of Internet email surveys?
A)online self-administered interview
B)significant interviewer bias
C)medium to high risk concerning representativeness
D)bulk email contact
E)purchased list of non-profiled respondents
Q5) Describe at least three advantages Internet interviewing would have over "snail-mail" interviewing.
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Chapter 8: Primary Data Collection: Observation
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Q1) When 7Eleven relies on data of vehicle driving patterns by a possible location for a new convenience store in order to decide whether or not to open a new store at that location,these data are a type of:
A)GSR data.
B)traffic counter data.
C)mystery shopping data.
D)People reader data.
E)EEG data.
Q2) When researchers can observe participants in a focus group discussion from a room next store,but the participants cannot see these researchers,this is an example of:
A)a natural situation.
B)mystery shopping.
C)one-way mirror observation.
D)a GSR study.
E)ethnographic research.
Q3) Both ethnography and focus groups are types of qualitative research techniques.
A)True
B)False
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Chapter 8: A: Primary Data Collection: Observation
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Q1) Which of the following is not a physiological measurement device for observational research?
A)pupilometer
B)EEG
C)voice pitch analysis
D)GSR
E)people meter
Q2) Advances in computer technology have not enable researchers to simulate an actual retail store environment on a computer screen.
A)True
B)False
Q3) Which of the following is not a "natural" situation for observation?
A)getting people to participate in a simulated store situation so that their behavior can be observed
B)when the observed has no knowledge that they are being observed
C)observer plays no part in the behavior of interest
D)(a)and (c)
E)all of the above
Q4) Describe the mystery shopper and how they are used by marketing researchers.
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) If real estate agents in St.Louis are offered the chance to attend a voluntary training session on Missouri State Law,the fact that agents who are having difficulty making enough sales to have sufficient income means that they are more likely to attend these training sessions is an example of which type of extraneous variable?
A)Maturation
B)Testing effects
C)Selection bias
D)History
E)Regression to the Mean
Q2) A test market study is a type of:
A)laboratory experiment.
B)virtual shopping study.
C)maturation study.
D)field experiment.
E)descriptive study.
Q3) Companies frequently attempt to measure the national market share of a new product based on its market share results in a test market study.
A)True
B)False
Page 19
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) _____________ occur(s)when buyers from outside the test area come into the area to purchase the product being tested,thereby distorting the results of the experiment.
A)Most accurate results
B)Bias
C)Contamination
D)None of the above
Q2) The results of a field experiment are often impacted by competitors' actions.
A)True
B)False
Q3) Suppose during an experiment,a researcher used several observers to record the results.The results of the experiment were perplexing to the researcher.In such a case one might expect ___________ to have occurred,distorting the results of the experiment.
A)maturation
B)history
C)instrument variation
D)mortality
E)selection bias
Page 20
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Chapter 10: The Concept of Measurement
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Q1) The degree to which a test measures what it is supposed to measure is called that test's:
A)scale.
B)operational definition.
C)validity.
D)construct.
E)reliability.
Q2) An ordinal scale always assumes that the "distance" between the ranks is equal along the scale.
A)True
B)False
Q3) "Brand loyalty" is an example of a(n):
A)ordinal term.
B)marketing construct.
C)interval construct.
D)ratio concept.
E)nominal term.
Q4) A measurement rule tells the researcher what to do to measure something. A)True
B)False
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Chapter 10: A: The Concept of Measurement
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Q1) A scale that gives you a different weight every time you step on suffers from poor:
A)face validity.
B)construct validity.
C)split-half validity.
D)Reliability.
E)none of the above
Q2) ____________________ are/can be a source of measurement differences that produces random or systematic error.
A)Characteristics of individual respondents
B)Short-term personal factors
C)Situational Factors
D)Sampling of items included in the questionnaire
E)All of the above
Q3) The Cronbach alpha technique gives researchers an idea of a scale's
A)validity
B)reliability
C)sensitivity
D)none of the above
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) A multidimensional scale measures only one attribute of a concept.
A)True
B)False
Q2) What type of scale is the following?
How would you rate the TV ads for UMB Bank in St.Louis?
Not interesting : _____ : _____ : _____ : _____ : _____ : _____ : _____ : Interesting
A)Semantic differential scale
B)Stapel scale
C)Likert scale
D)Forced choice scale
E)Itemized rating scale
Q3) If all of the alternatives in rank-order scales are not included in the list of alternatives to be ranked,the results of the study can be very misleading or even wrong.
A)True
B)False
Q4) Rank-order scales are a type of comparative scale.
A)True
B)False
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Sample Questions
Q1) Suppose a researcher needed output so as to be able to perform ratio analysis.Which of the following scales would be utilized?
A)semantic differential scale
B)Likert scale
C)constant sum scale
D)rank order scale
Q2) Which of the following is not characteristic of a Likert scale?
A)is a comparative rating scale
B)requires interviewee to respond to a statement
C)measures extent of agreement-disagreement with statement
D)possible to compute summated attitude scores with several statements concerning a concept,product or service
E)respondent considers only one statement at a time
Q3) In an itemized rating scale,respondents select from a limited number of ordered categories.
A)True
B)False
Q4) When is it preferable to use direct questioning and when is it preferable to use indirect questioning?
24
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Chapter 12: Questionnaire Design
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Q1) In a personal interview situation,when an interviewer asks the interviewee: "How did the pizza you ate yesterday taste?",and the respondent says: "It tasted pretty good," and then the interviewer asks: "What do you mean by 'pretty good'"? What type of question does the latter question represent?
A)Closed-ended
B)Probe
C)Multiple-choice
D)Open-ended
E)Dichotomous
Q2) Suppose that a personal interviewer asks a respondent during a taste test of a new cake product: "How did you like the taste and smoothness of the cake?" What is the flaw in this question?
A)This is a leading question.
B)This is a loaded question.
C)This is a double-barreled question.
D)This is an unfair question.
E)This is a biased question.
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Chapter 12: A: Questionnaire Design
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Q1) "In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?
A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of the above
Q2) "First National Bank is ..progressive ____|____|____|____|____ backward" is which of the following question formats?
A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of the above
Q3) What are Field Management Companies and when are they cost effective?
Q4) In a survey,there should never be a model introduction/opening and closing.
A)True
B)False
Q5) What is the make and model of your present car? __________________
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Chapter 13: Basic Sampling Issues
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Q1) What type of sampling procedure is being used if all of the students in all of the sections
Of undergraduate marketing research at Webster University in St.Louis during fall semester are included in the sample of a research study?
A)Systematic sample
B)Convenience sample
C)Area sample
D)Snowball sample
E)Simple random sample
Q2) The list of people from which the researcher plans to select a sample of potential Respondents is called the:
A)sampling frame.
B)area sample.
C)convenience sample.
D)population.
E)sample.
Q3) A sample includes every member of the population of interest to the researcher.
A)True
B)False
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Chapter 13: A: Basic Sampling Issues
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Q1) A researcher randomly selected 10 census tracts from a metropolitan area.Within each census tract,30 households were randomly selected.The sampling technique just described would be a ______________.
A)quota sample
B)area cluster
C)stratified random
D)systematic random
E)systematic quota
Q2) In order to compute a skip interval,the researcher needs to know the desired sample size and the __________.
A)census
B)incidence rate
C)stratified sample
D)population size
E)none of the above
Q3) Proportional allocation is also referred to as optimal allocation.
A)True
B)False
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Chapter 14: Sample Size Determination
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Q1) The normal distribution is symmetric about the mean.
A)True
B)False
Q2) If z = 1.96,the standard deviation is 3.5,and the error is plus or minus $0.25,what is the Approximate sample size needed for this study?
A)54
B)215
C)384
D)753
E)96
Q3) The standard normal distribution has a mean of ________ and a standard deviation of
A)one;zero
B)zero;zero
C)one;one
D)zero;one
E)zero;two
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Chapter 14: A: Sample Size Determination
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Q1) A continuous distribution,which is bell-shaped and symmetric about the mean,is known as:
A)the normal distribution.
B)the chi-square distribution.
C)the F-distribution.
D)the mean distribution.
E)the binomial distribution.
Q2) If large enough samples are taken,most human behavior can be plotted using a normal distribution curve.
A)True
B)False
Q3) All of the statistical methods for determining sample size in this chapter assume which of the following?
A)a large population
B)a valid questionnaire
C)simple random sampling
D)stratified sampling
E)none of the above
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) The process of checking completed interviews to find mistakes that were made by the
Interviewer is called:
A)data entry.
B)editing.
C)validation.
D)scanning.
E)coding.
Q2) The final computer check of data that has been entered into a computer is called: A)editing.
B)scanning.
C)coding.
D)validation.
E)machine cleaning.
Q3) During an in-depth personal interview,the interviewer should record the respondent's responses verbatim.
A)True
B)False
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) Error checking routines and marginal reports are part of which of the following processes?
A)determination of proper graphical aides in data analysis
B)determination of proper statistical techniques in data analysis
C)machine cleaning of the database
D)validation of questionnaires
E)coding of open-ended questions on questionnaires.
Q2) Pie charts are useful for depicting changes over time.
A)True
B)False
Q3) Means can be calculated using nominal,ordinal,or interval data.
A)True
B)False
Q4) Stacked bar charts are not helpful in graphically representing cross-tabulation results.
A)True
B)False
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) When the null hypothesis of a statistical test is rejected when,in fact,it is true,this Represents a(n):
A)Beta error
B)Type I error
C)Type IV error
D)Type III error
E)Type II error
Q2) Suppose that a researcher wants to check to see if the average household income in
Webster Groves,Missouri,has changed from the $60,000 it was three years ago.The Researcher takes a random sample of households in Webster Groves and finds that the average income of these households is $58,000.If the standard error of the mean for this sample is $500,what is the approximate conclusion produced by the Z-test if the critical Z-value is 1.96?
A)Accept the null hypothesis
B)Reject the research hypothesis of interest
C)Accept the hypothesis of the status quo
D)Reject the null hypothesis and accept the research hypothesis
E)Reject the research hypothesis
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) What type of data would be necessary to have when testing for differences in means?
A)nominal
B)ordinal
C)metric
D)none of the above
Q2) Hypotheses about frequency distributions that involve one or more nominally scaled variables can be tested using ____________.
A) chi-square test
B) t-test
C) f-test
D) z-test
E) ANOVA test
Q3) ANOVA is a statistical technique that permits the researcher to determine whether the variability among or across the independent sample means is greater than expected because of sampling error.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) When more than two variables are involved in a research study,the appropriate statistical Tests are called:
A)univariate techniques.
B)spurious techniques.
C)multivariate techniques.
D)one-dimensional techniques
E)bivariate techniques.
Q2) In the regression equation: Y = a + b X,a is the ________ ,while b is the ________ .
A)y-intercept;slope
B)predictor;criterion
C)criterion;predictor
D)slope;y-intercept
E)independent variable;dependent variable
Q3) The correlation coefficient is the square root of the coefficient of determination.
A)True
B)False
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Chapter 17: A: Bivariate Correlation and Regression
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Sample Questions
Q1) In regression,the unexplained variation is referred to as error sum of squares (SSE).
A)True
B)False
Q2) The variation explained by the regression equation is called SSR or sum of squares due to the regression,and the variation not explained by the regression is called SSE or the error sum of squares.
A)True
B)False
Q3) An RS1U1P12S1S1P0of 0 indicates no relationship between variables.
A)True
B)False
Q4) In a regression equation,which symbol represents the dependent variable?
A)Y
B)X
C)e
D)r
E)none of the above
Q5) How many pairs of responses were in this correlation analysis? ________
Q6) How would you interpret the relationship between Education and Age?
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Chapter 18: Multivariate Data Analysis
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Q1) Which type of statistical analysis is used to determine what features a new car should
Have and how this car should be priced?
A)Bivariate analysis
B)Chi-square analysis
C)One-group t-test
D)Conjoint analysis
E)Two-group t-test
Q2) In multiple discriminant analysis,the dependent variable must be ________ ,while in
Multiple regression analysis,the dependent variable must be ________ .
A)nominal;nominal
B)nominal;metric
C)ordinal;nominal
D)metric;metric
E)metric;nominal
Q3) The goal of discriminant analysis is to predict a categorical variable.
A)True
B)False
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Chapter 18: A: Multivariate Data Analysis
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Q1) Multivariate techniques analyze relationships between more than 2 variables.
A)True
B)False
Q2) Independent variables are important components in multiple regression analysis and ________________.
A)multiple discriminant analysis
B)factor analysis
C)conjoint analysis
D)cluster analysis
Q3) Perceptual mapping enables a company to see how its brand compares with others in the minds of consumers.
A)True
B)False
Q4) All of the following are techniques for multivariate analysis procedure except
A)Cluster analysis
B)Factor analysis
C)Conjoint analysis
D)Bivariate Regression analysis
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Chapter 19: Communicating the Research Results
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Q1) All research reports should include recommendations from the researcher.
A)True
B)False
Q2) For a researcher writing her first research report,typically the most difficult section to Write is:
A)the background.
B)the interpretation of the findings to obtain conclusions and recommendations.
C)the Appendices.
D)the executive summary.
E)the methodology.
Q3) Typically,which of the components of the research report is the most difficult to write?
A)Background
B)Table of contents
C)Appendix
D)Executive summary
E)Title page
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Chapter 19: A: Communicating the Research Results
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Q1) An effective presentation takes into account all of the following except:
A)the audience's frame of reference
B)the audience's prejudices
C)the audience's educational background
D)the audience's time constraints
E)the audience's expectations
Q2) A typical marketing research report:
A)centers around pictures and graphs
B)contains at least 50 pages of text
C)contains an appendix and glossary
D)should be done in whatever style the researcher deems appropriate
E)should always contain the researcher's specific recommendations
Q3) Compare and contrast the conclusions and recommendations portions of the research report.
Q4) List and briefly describe the six major parts of the marketing research report.
Q5) The conclusion should always include at least some statistical information.
A)True
B)False
Q6) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
Page 40
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Chapter 20: Managing Marketing Research
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Sample Questions
Q1) In the context of moving marketing research more into a decision making role,rather than purely a staff/support function,define the following 3 terms:
a)Insight
b)Innovation
c)Creativity
Q2) Which of the following is a reason marketing research information may not be used effectively?
A)Managers in the same business for a long time think they know customers' markets in depth.
B)Some managers are skeptical of new information and see it as a threat to their authority.
C)Some managers have a pro-innovation bias and are likely to try anything new.
D)all of the above
E)none of the above
Q3) Low involvement by a client with a marketing research supplier may result in the results of a marketing report not being used.
A)True
B)False
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Chapter 20: A: Managing Marketing Research
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Q1) When a research supplier creates a wholly-owned subsidiary for outsourcing,this is Called:
A)the incidence rate.
B)innovation.
C)outsourcing.
D)captive outsourcing.
E)insourcing.
Q2) The ability to generate and recognize potentially useful ideas is called: A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.
Q3) When Market Directions asked marketing research clients to rate the importance of statements regarding research departments,the most important factor was maintaining client confidentiality.
A)True
B)False
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