Marketing (MKT3151.E1)
Assignment Week 8
DIRECTIONS
· There is a total of 20 questions related to your reading and videos.
· Each question is worth 5 points each for a total of 100 points.
· Respond to each of the multiple-choice questions by typing an “X” in the field to the left of your answer.
Question 1
A focus group is considered __________ research.
(Place an “X” in the field to the left of your answer)
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Qualitative |
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Quantitative |
Question 2
Big data can help marketers to ___________.
(Place an “X” in the field to the left of your answer)
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understand the loyalty of a consumer. |
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test the viability of a product. |
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identify if their product will sell at a certain price. |
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see purchasing patterns over long periods of time. |
Question 3
Which of the following is a quantitative research method?
(Place an “X” in the field to the left of your answer)
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Survey |
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Focus Group |
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Shop-Along |
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Usability Test |
Question 4
Which of the following is a characteristic of quantitative research?
(Place an “X” in the field to the left of your answer)
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Uncovers motivations to purchasing actions |
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Uses observational data |
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Uses statistical data |
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Is exploratory |
Question 5
Data that is acquired by tracking and recording a consumer’s activities is called __________ data.
(Place an “X” in the field to the left of your answer)
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Observed |
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Volunteered |
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Inferred |
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Appended |
Question 6
An online poll is considered __________ research.
(Place an “X” in the field to the left of your answer)
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Qualitative |
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Quantitative |
Question 7
Which of the following is
not
one of the main steps in the marketing research process?
(Place an “X” in the field to the left of your answer)
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Develop a research plan |
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Identify the technique |
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Define the problem |
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Report the findings |
True or False, 2nd party data can be another organization’s 1st party data.
(Place an “X” in the field to the left of your answer)
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True |
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False |
Qualitative research is about ____________.
(Place an “X” in the field to the left of your answer)
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Having a large number of participants to determine numerical results. |
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Understanding motivations of participants. |
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Statistical analysis of participants’ responses. |
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Understanding the “what”, not the “why”. |
Data that is collected directly from customers of an organization is known as _______.
(Place an “X” in the field to the left of your answer)
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1st party data |
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2nd party data |
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3rd party data |
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4th party data |
Question 11
___________________ is about how a business should communicate about the product.
(Place an “X” in the field to the left of your answer)
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Product Strategy |
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Pricing Strategy |
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Distribution Strategy |
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Promotion Strategy |
Question 12
___________________ reflects the details of a marketing strategy.
(Place an “X” in the field to the left of your answer)
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Corporate Strategy |
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Mission Statement |
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Marketing Plan |
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Business Unit Strategy |
Question 13
Which of the following are part of a marketing plan?
(Place an “X” in the field to the left of your answer)
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What products or services will be launched? |
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Who is the target market? |
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How will success be measured? |
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All of the above |
Question 14
A ___________________ is a compilation of characteristics about a specific target audience segment.
(Place an “X” in the field to the left of your answer)
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Customer persona |
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Customer attributes |
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Customer qualities |
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Customer description |
Question 15
Walmart has the ability to bring in inventory at a high efficiency and at a low cost.
This is an example of a strong _________.
(Place an “X” in the field to the left of your answer)
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Product Strategy |
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Pricing Strategy |
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Distribution Strategy |
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Promotion Strategy |
Question 16
Kraft foods discovered through research that more men are involved in grocery shopping compared to years past, so they decided to put more men in their commercials.
This is an example of Kraft adjusting their _________.
(Place an “X” in the field to the left of your answer)
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Product Strategy |
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Pricing Strategy |
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Distribution Strategy |
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Promotion Strategy |
Question 17
Campbells also noticed the increase in male shoppers, so they introduced a new soup called Beer-n-Cheese with Beef & Bacon flavor.
This is an example of Kraft adjusting their _________.
(Place an “X” in the field to the left of your answer)
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Product Strategy |
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Pricing Strategy |
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Distribution Strategy |
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Promotion Strategy |
Question 18
A typical corporate strategy would include ___________________.
(Place an “X” in the field to the left of your answer)
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Competitive advantage |
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Marketing plan |
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Advertising budget |
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Measurable marketing objectives |
Question 19
Which one of the following marketing objectives would be considered measurable?
(Place an “X” in the field to the left of your answer)
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Reduce call center calls by 25% by end of year. |
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Reduce the average response time on social media. |
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Acquire 25 email signups. |
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Increase sales by end of first quarter. |
Question 20
Which of the following is
not
part of a typical marketing plan?
(Place an “X” in the field to the left of your answer)
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Customer personas |
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Brand report |
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Marketing objectives |
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Description of marketing channels |
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