Putting systems in place that provide marketing research data on an ongoing basis is called:

Putting systems in place that provide marketing research data on an ongoing basis is called:
 a. The project approach.
  b. The systems approach.
  c. The automated approach.
  d. The repetitive approach.
  e. The scientific approach.

Question 2

Whether consumers categorize tablets as computers, telecommunications equipment, or consumer electronics will affect
 a. how they are positioned and define their competition.
  b. memory for the product.
  c. the level of brand loyalty.
  d. the level of brand awareness.
  e. disposal of the product.

Question 3

What is SERVQUAL?
 a. A 44-item scale.
 b. It consists of five service quality dimensions.
 c. It compares perceptions to what a customer should expect from a firm.
 d. All of the answers are correct.

Question 4

Which of the following is a general rule of marketing research data sources?
 a. Secondary data should only be used when it is impossible to collect primary data.
  b. Primary data should always be collected.
  c. Look for secondary prior to collecting primary data.
  d. Primary AND secondary data should always be used.
  e. None of these statements are true.

Question 5

Michael paid attention to an ad and perceived that it was a life insurance commercial. He must ____ what he saw to retain information.
 a. be aware of
  b. have a high level of attention for
  c. comprehend
  d. visualize
  e. feel for

Question 6

An inconsistency in service providers' minds between what the service manager expects them to provide and the service they think their customers actually want is referred to as:
 a. role conflict.
 b. role ambiguity.
 c. overpromising.
 d. role communication.

Question 7

Which of the following is an example of secondary data?
 a. An online survey to gather demographic information on product purchasers
  b. Existing data compiled from product warranty registration cards
  c. Published industry statistics
  d. All of the above are types of secondary data
  e. Only B and C are secondary data

Question 8

In the U.S., breakfast often consists of bacon and eggs; however, in New Zealand, one can order canned spaghetti on toast for breakfast in most restaurants. This is an example of
 a. different cultures having different members in goal-derived categories.
  b. culture affecting consumers' taxonomic product categories
  c. cultural differences in comprehension.
  d. varying degrees of consumer expertise affecting product choice.
  e. really bad taste.