1. Ross Bergen is considering a certain corner location for his
sandwich shop. If he surveys people passing the corner at
lunchtime, which of the following questions will give him the
most useful information?
A. Wouldn?t you prefer a fresh sandwich to fast food?
B. Do you prefer turkey or ham on your sandwiches?
C. Would you be interested in a new place to eat lunch?
D. Do you often walk by this corner?
2. Once you?ve found your target market, your business is on track,
and your customers seem satisfied, ongoing market research
A. be a waste of money.
B. inform you of coming trends.
C. improve your product quality.
D. defeat your business goals.
3. 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. How much do you spend every week on dog food?
B. How often do you buy dry dog food?
C. Does your dog prefer canned or dry food?
D. How many pounds of dry dog food do you buy each week?
4. Doing personal interviews with holiday shoppers at an indoor mall is an example of
A. primary C. professional
B. secondary D. interpersonal
5. Your repeat customers have made it clear that quality is more important than price.
This reflects your target market?s
A. distinguishing characteristics. C. values.
B. buying behaviors. D. demographics.
6. John Chapelle wants to know if his video store customers are interested in a selection of
classic, black-and-white movies. How could John simplify his survey to get them to fill out
his short questionnaire before they leave the store?
A. Make short blank lines to fill in.
B. Include only two questions, although they?d be long.
C. Ask open-ended questions.
D. Provide check boxes for each choice.
7. Cheryl Adams is having trouble defining her target market for the bookstore she?s opening
in her town, which is home to a small college, a retirement community, and a year-round
tourist industry. By deciding to hire a marketing firm to handle the research, Cheryl will
A. ruin her budget because of the expense.
B. save more money than she spends on the professional research.
C. miss opportunities she might have taken a chance on.
D. learn a lesson to go with her hunches.
8. 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
A. did not provide clear, measurable choices.
B. were too persuasive.
C. did not reach a large enough sample.
D. reached the wrong target group.
9. Which of the following is an example of secondary research?
A. Conducting trial-and-error testing
B. Observing reactions to free samples
C. Gathering statistics online
D. Hiring a marketing firm
10. An effective way to encourage people to return a mail questionnaire quickly is to
A. print a bold deadline at the top.
B. connect it to some cause they?re interested in.
C. offer a discount coupon to the first 100 who return it.
D. ask fewer than 20 questions.
11. Specific data such as age, income, family size, and occupation, used for marketing
purposes, is called
A. the target market. C. a secondary market.
B. demographics. D. survey statistics.
12. 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. C. customer values.
B. buying behaviors. D. demographics.
13. One of the keys to writing a successful questionnaire is to
A. ask exactly what you need to know.
B. use clever questions that hide your true motives.
C. provide multiple-choice answers for each question.
D. ask yes or no questions.
14. Adam Kane wants to sell office supplies to as many customers as possible, in as many
markets as possible. His plan is
A. the best way to succeed.
B. a proven way to maximize his profit margin.
C. a time-consuming way to find his target market.
D. a poor market strategy.
15. Gemma?s music store is doing well, but her goal is to improve customer satisfaction.
In order to do so, she should
A. lower her prices.
B. improve the quality of her products.
C. track her sales carefully.
D. understand her customers? values.
16. Mansee Patel is doing research before opening a store specializing in traditional Indian
clothing. In order to locate her target market, she should study
A. fashion trends. C. business values.
B. overall buying behaviors. D. demographics.
17. If you primarily sell false noses, wigs, and polka-dot jumpsuits to professional clowns,
except for once a year, when children buy your products to wear at Halloween, the children
A. minor clientele. C. annual consumers.
B. secondary target market. D. primary target market.
18. West Side Medical Supply is in trouble. In the past two years, Fred Schultz, the owner,
suddenly lost 26 percent of his business when two drugstores and a local hospital closed.
He missed a big opportunity when his competitor got a contract at a new nursing home
before Fred even knew it was being built. Fred needs to
A. better understand his customers? values.
B. sell to the public instead of to other businesses.
C. do continuous research on demographic changes.
D. improve his overall customer service.
19. 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.
20. As Jake began his market research, he discovered that there wasn?t another retail boating
supply business for more than 100 miles. In fact, there was no large lake or river, either.
Jake concluded that
A. the competition gave up too soon.
B. there was no market for his product.
C. he would have to offer lower prices.
D. his marketing should stress quality and service.
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