1. A computerized spreadsheet program is useful for
A. preparing telephone surveys.
B. keeping information confidential.
C. conducting primary research.
D. sorting and charting data from surveys.
2. An effective way to encourage people to return a mail questionnaire quickly is to
A. print a bold deadline at the top.
B. ask fewer than 20 questions.
C. offer a discount coupon to the first 100 who return it.
D. connect it to some cause they're interested in.
3. When you ask a customer the average dollar amount he spends on clothing, how often he shops, or which stores he prefers, you're researching
A. secondary statistics.
B. customer values.
C. buying behaviors.
D. demographics.
4. Which of the following is an example of secondary research?
A. Gathering statistics online
B. Hiring a marketing firm
C. Conducting trial-and-error testing
D. Observing reactions to free samples
5. After collecting 217 completed questionnaires and reviewing the results, you find you're no closer to deciding on a location than you were before. Chances are it's because your marketing questions
A. were too persuasive.
B. reached the wrong target group.
C. did not reach a large enough sample.
D. did not provide clear, measurable choices.
6. Once you've found your target market, your business is on track, and your customers seem satisfied, ongoing market research can
A. inform you of coming trends.
B. defeat your business goals.
C. be a waste of money.
D. improve your product quality.
7. The owner of Fido's Pet Supplies wants to know how much dry dog food to stock in her new location. On her customer questionnaire, which of the following questions would be most likely to help her estimate her needs?
A. Does your dog prefer canned or dry food?
B. How often do you buy dry dog food?
C. How many pounds of dry dog food do you buy each week? D. How much do you spend every week on dog food?
8. Doing personal interviews with holiday shoppers at an indoor mall is an example of _______ research.
A. primary
B. secondary
C. professional
D. interpersonal
9. Specific data such as age, income, family size, and occupation, used for marketing purposes, is called
A. the target market.
B. survey statistics.
C. a secondary market.
D. demographics.
10. One of the biggest problems with telephone surveys is that
A. people often refuse to participate.
B. the cost is higher than other methods.
C. they're too impersonal.
D. it takes too long to collect the results.
