1. Marketing research can be divided into quantative and qualitative types? True False
2. Primary research is done using a survey of our potential customers and measuring outcomes. True False
3. A random sample means? Doing secondary research Qualitative research by having people answer fixed questions Any one in the population has an equal chance of being included in the sample Examining the target market
4. A good way to find out about the pet market is to do secondary research using? Advertisements for pet products. Magazines obout dogs Web sites about pets All of the above
5. The four P's are product, price, place, promotion. True False
6. Why should survey questions be multiple choice So that responses can accurately be measured. Easy to answer Takes a short period of time to answer questions All of the above
7. Our survey for Designer Dog is designed to find out information about? Product, price, place Promotion Demographics All the above
8. Level of precision refers to? Sampling error Confidence or risk Degree of variability None of the above
9. You can increase the validity of a study by increasing the confidence level to 99% or lower it by decreasing the confidence level to 90% True False
10. The more hetergenous a population, the ____ the sample size is required. Larger Smaller
11. Sample size can be determined using? Sample size calculated by a computer program Use the sample size of a similar study Published tables All the above
12. Will a specific event occur and how certain are we that an event will occur is called. Confidence interval Probability Estimate of variability Level of precision
13. Follow up letters to respondents to a study increase the return rate by? 70% 25%
14. Our random sample was_______ out of the 10,000 population 108 200 271 300
15. Looking at the marketing research program, its main purpose is to? Organize and tabulate the data in the file of respondents Display demographics data Show target market All of the above
First Name Last Name
Score