Your company segments customers by gender, age, education, and income. In your marketing plan, you should specify that your company bases its segmentation on __________ factors.
a. demographic
b. geographic
c. psychological
d. behavioral
Question 2All of the following are examples of interdependence methods of analysis EXCEPT ____.
a. factor analysis
b. cluster analysis
c. principal components analysis
d. multiple regression analysis
Question 3A political candidate asks staff workers to phone registered voters of another party to ask a leading and negative question about his opposing candidate. This is a form of ____.
a. a push poll
b. advocacy research
c. a research supplier
d. a cross-functional team
Question 4Megan is writing a marketing plan and is trying to communicate that her company has the benefits that the target market will value. She is working on which section of the marketing plan?
a. segmenting
b. targeting
c. positioning
d. pricing
Question 5Which of the following is an example of an interdependence analysis method?
a. factor analysis
b. multiple regression analysis
c. conjoint analysis
d. logistic regression
Question 6A marketing manager conducts a market test but has already decided to ignore the results if they do not support a national launch of the product. This is an example of ____.
a. a pseudo-research study
b. a pretest
c. a forecast analysis
d. informed consent
Question 7Good Stuff, Inc sets high prices for its products and distributes to the small number of customers who are willing to pay the price for Good Stuff's products. Which of the following activities does this describe?
a. segmenting
b. positioning
c. competing
d. collaborating
Question 8The two basic groups of multivariate techniques are ____.
a. dependence methods and interdependence methods
b. primary methods and secondary methods
c. simple methods and complex methods
d. partial methods and complete methods
Question 9Research sponsors have the obligation to respect the researcher's right to ____.
a. not disguise selling as research
b. informed consent
c. allow conflicts of interest
d. avoid coercion
Question 10In __________, Connor must consider if the segment can be profitable enough for his business to succeed.
a. segmenting
b. targeting
c. positioning
d. competing
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