Market Research
 

  1. Question: Which of the following best describes the phenomenon of 'optimism bias'?

    A
    The tendency to assume that things will work out well

    B
    The tendency to assume that things will work out badly

    C
    The overestimation of low-probability negative outcomes

    D
    The underestimation of low-probability positive outcomes

    Note: Not available
    1. Report

  2. Question: Which of the following is true of a market with a 'zero-profit condition'?

    A
    New companies are unlikely to enter because profit margins are low.

    B
    Only not-for-profit organizations are allowed.

    C
    New companies can easily enter the market, preventing those in the market from making high profits.

    D
    New entrants will make a profit only after having been several years in the market.

    Note: Not available
    1. Report

  3. Question: It is important that surveys actually measure what they are intended to. Which of the following terms describes this consideration?

    A
    Validity

    B
    Reliability

    C
    Significance

    D
    Generalizability

    Note: Not available
    1. Report

  4. Question: Which of the following is/are typical 'barriers to entry'? i)Existing contracts held by the company ii)Redundancy costs iii)Equipment that cannot be sold or reconfigured

    A
    None

    B
    i only

    C
    ii only

    D
    iii only

    Note: Not available
    1. Report

  5. Question: Which of the following best characterizes face-to-face surveys relative to other types of surveys?

    A
    Low response rate, low cost

    B
    Low response rate, high cost

    C
    High response rate, low cost

    D
    High response rate, high cost

    Note: Not available
    1. Report

  6. Question: Which of the following is NOT a function performed by the 'management information' system?

    A
    Data gathering and data processing

    B
    The formulation of hypotheses

    C
    The dissemination of information to marketing managers

    D
    Storage and retention of data

    Note: Not available
    1. Report

  7. Question: Which of the following are reasons for a company undertaking 'price elasticity analysis'? i)Determining the types of people who buy a product ii)Identifying 'price points' in the market for a product iii)Investigating the effects of price changes on sales

    A
    i and ii

    B
    i and iii

    C
    ii and iii

    D
    All

    Note: Not available
    1. Report

  8. Question: Which of the following models the process by which new products are taken up amongst a population of potential customers?

    A
    Taylor's exchange theorem

    B
    Harvey's spread algorithm

    C
    Bass diffusion model

    D
    Young's flow diagram

    Note: Not available
    1. Report

  9. Question: To what end do market researchers use 'choice modeling'?

    A
    To determine the best wording of questions in surveys

    B
    To make predictions about human decision making behavior

    C
    To test possible marketing material on consumers

    D
    To test possible marketing material on consumers

    Note: Not available
    1. Report

  10. Question: Which of the following best defines the term 'Market Segmentation'?

    A
    The grouping of consumers on the basis of similar needs

    B
    The division of staff into sales teams along geographical lines

    C
    The categorization of people by the volume of consumption

    D
    The preparation of the marketing campaign for the target market

    Note: Not available
    1. Report
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