Integrated Marketing Communications
Final Exam
Course Introduction
Integrated Marketing Communications explores the strategic coordination of marketing tools, channels, and resources to deliver a unified, consistent message to target audiences. This course examines the integration of advertising, public relations, direct marketing, sales promotion, and digital media to enhance brand value and drive consumer engagement. Students will learn how to develop cohesive communication plans, analyze audience behavior, select appropriate media, and measure campaign effectiveness, preparing them to effectively manage and implement contemporary marketing communications in a dynamic business environment.
Recommended Textbook
Marketing Research Essentials 9th Edition by Carl McDaniel
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Chapter 1: The Role of Marketing Research in Management
Decision
Making
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Q1) When a company attempts to offer a product to potential customers that will meet their needs better than the competition,we say that this company has a(n):
A)goal orientation.
B)systems orientation.
C)consumer orientation.
D)profit orientation.
E)programmatic orientation.
Answer: C
Q2) All of the following are components of the marketing mix EXCEPT: A)distribution.
B)product.
C)promotion.
D)price.
E)profit. Answer: E
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Q1) Which of the following might provide a good reason not to conduct marketing research?
A)insufficient time to conduct research
B)no budget allocated for research
C)decision making data already exists
D)All of the above are reasons to conduct marketing research..
E)All of the above are reasons not to conduct marketing research..
Answer: C
Q2) At the heart of marketing research is the analysis of _________.
A)decisions
B)results
C)data
D)management
E)none of the above
Answer: C
Q3) Marketing research should be conducted even if the managers will not be able to afford implementing a study's recommendations.
A)True
B)False
Answer: False
Page 4
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Q1) When a large consumer goods company,such as Coca-Cola,wants to decide on which TV programs it wants to advertise its soft drinks,it is most likely to hire which type of marketing research company?
A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Industrial goods producer
Answer: D
Q2) Moral principles or values that help people decide how to act are the province of:
A)professionalism.
B)strategic partnership.
C)ethics.
D)a profession.
E)field services.
Answer: C
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) Black box branding techniques are usually easy for a potential client to decipher.
A)True
B)False
Q2) When research is commissioned for public relations purposes or to prove a position,this is referred to as a(n)_________ study.
A)qualitative
B)quantitative
C)advocacy
D)valid
Q3) A study by Boston Consulting Group found that,on average,20-35 percent of a company's market research budget is invested in strategic research studies.
A)True
B)False
Q4) Who might use the services of a field service firm?
A)custom research firms
B)syndicated research firms
C)ad agencies and corporations
D)none of the above
E)all of the above
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) When a marketing researcher designs a test market study in two cities in which the price of one of its products in increased by five percent in one of these cities but is not increased in the other city to determine the impact of this price change on the product's profits,price is:
A)the dependent variable.
B)the moderator variable.
C)the independent variable.
D)the spurious variable.
E)the outlier variable.
Q2) An intranet provides easy access to external data.
A)True
B)False
Q3) A management decision problem describes an action that needs to be taken.
A)True
B)False
Q4) Marketing researchers need to distinguish between symptoms and problems. A)True
B)False
Page 7
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Chapter 3: A: Problem Definition and the Research Process
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Q1) What is a plan for addressing the research objectives or hypotheses? In essence,the researcher develops a structure or framework to answer a specific research problem/opportunity.
A)Research Design
B)Design Strategy
C)Research Opportunity
D)Strategic Design
Q2) A firm is experiencing a 15% sales decline over the past year.The firm contracts with a marketing research firm to survey its customers to determine why sales are declining.Suggest how the principals in the marketing research firm should respond to their client's demands.
Q3) Probability samples allow marketing researchers to project their sample results to the population they are studying.
A)True
B)False
Q4) Spurious association implies that the relationship between two variables is related to some explainable cause.
A)True
B)False
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Chapter 4: Secondary Data and Databases
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Q1) A personalized computer information system that is designed and managed by a marketing manager using the company's databases is called a(n):
A)MBO system.
B)DSS.
C)PERT system.
D)GIS.
E)marketing research aggregator.
Q2) When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior,this is called:
A)a marketing research aggregator.
B)an experiment.
C)a focus group.
D)an external database.
E)behavioral targeting.
Q3) The marketing research aggregator industry is a $100 million business annually.
A)True
B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives.The researcher discovered a study,which had some circumstances similar to that of the present client.Which of the following best describes what happened?
A)Secondary data provided primary research alternatives.
B)Secondary data actually provided the solution to the problem.
C)Secondary data helped to clarify the problem.
D)Secondary data provided necessary background information.
E)none of the above
Q2) There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.
A)True
B)False
Q3) Secondary data is previously gathered data that might be relevant to the problem at hand.
A)True
B)False
Q4) Most consumers will never give up personal information to marketers.
A)True
B)False
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Chapter 5: Qualitative Research
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Q1) When a researcher shows a respondent a drawing of two people in which one person makes a comment about a new product from Apple,and then asks the respondent to state what the other person in the drawing would say in response to the first person's comments,what type of projective test is being used?
A)Cartoon test
B)Third-person technique
C)Word association test
D)Storytelling
E)Sentence completion test
Q2) When a focus group of eight people has a discussion for 90-minutes,the typical total cost of one group is about:
A)$2,000.
B)$4,000.
C)$6,000.
D)$8,000.
E)$10,000.
Q3) A typical focus group discussion lasts about 90 minutes.
A)True
B)False
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Chapter 5: A: Qualitative Research
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Q1) Which of the following types of research facilitates question probing?
A)qualitative
B)quantitative
C)secondary
D)none of the above
Q2) If the goal of the research was to discover the attitudes,feelings,and motivations of a heavy user of a product,then the preferred type of research would be _______.
A)quantitative research
B)qualitative research
C)process analysis
D)formal analysis
E)none of the above
Q3) Which of the following is not an example of a projective test?
A)word association
B)sentence completion
C)cartoon test
D)photo sorts
E)All of the above are examples of projective tests.
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Chapter 6: Traditional Survey Research
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Q1) When 120 people are asked to participate in a survey study,but only 30 of them actually fill out the survey,the refusal rate for this survey is:
A)120 percent.
B)75 percent.
C)25 percent.
D)15 percent.
E)30 percent.
Q2) When an interviewer who is being paid for each interview completed decides to "pad" the results by filling in the answers to the questions using some 'imaginary interviewees," what type of error has occurred?
A)Random sampling error
B)Interviewer error
C)Population error
D)Surrogate error
E)Selection error
Q3) The available budget for a research study has a great impact on the type of survey method that is used in the study.
A)True
B)False
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Chapter 6: A: Traditional Survey Research
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Q1) Which of the following is an advantage of CATI?
A)automatically handling respondent selection
B)automatically handling skip patterns
C)eliminating selection bias
D)computer tabulation of data can occur at any time
E)All of the above are advantages of CATI.
Q2) What refers to the extent to which the questionnaire follows a set sequence or order,has a predetermined wording of questions,and relies on closed-ended question?
A)Arrangement
B)Structure
C)Configuration
D)Organization
Q3) Which of the following is not a reason surveys have a high rate of usage in marketing research?
A)the need to know why certain things are done or not done
B)the need to know who does certain things
C)the need to explain cause and effect relationships
D)the need to know how consumers make decisions
E)All are reasons for the high rate of usage of surveys in marketing research.
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Chapter 7: Online Marketing Research
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Q1) When the sales department of a company gets access to the company's panel membership list and tries to sell the company's products to these panel members without their permission,this practice is called:
A)sugging.
B)open recruitment.
C)newsgroup reporting.
D)recruiting.
E)closed recruitment.
Q2) When a research participant is given a private blog where he can answer a series of questions at his convenience by creating an immediate perfect transcription of his comments,this is called:
A)online individual depth interviewing.
B)an online focus group.
C)a web community.
D)a panel group.
E)sugging.
Q3) Focus groups are the primary form of online qualitative research in the U.S.
A)True
B)False
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Chapter 7: A: Online Marketing Research
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Q1) Describe at least three advantages Internet interviewing would have over "snail-mail" interviewing.
Q2) Which of the following is a common complaint of online surveys?
A)time of deployment
B)lack of representative sample
C)high cost
D)none of the above
Q3) A _______________ is a text file placed on a user's computer in order to identify the user when she or he revisits the Web site.
A)Click
B)Cookie
C)Tool
D)Memory icon
Q4) Channel M2 is used for conducting:
A)online focus groups
B)quantitative studies
C)traditional focus groups
D)in-depth interviews
Q5) List and describe at least 5 advantages of online surveys over traditional surveys.
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Chapter 8: Primary Data Collection: Observation
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Q1) Companies who are trying to decide whether or not to advertise their products or services on billboards along Route 44 in St.Louis rely on what type of information to make this decision?
A)A contrived situation
B)GSR research
C)Mystery shopping
D)One-way mirror observation
E)Traffic counters
Q2) Observing human behavior in its natural context is called:
A)ethnographic research.
B)people reading.
C)contrived research.
D)EEG research.
E)GSR research.
Q3) All of the following cannot be observed by marketing researchers EXCEPT:
A)attitudes.
B)public behavior.
C)feelings.
D)motives.
E)intentions.
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Chapter 8: A: Primary Data Collection: Observation
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Q1) What is Ethnographic research and list at least 5 advantages of it in marketing research?
Q2) Internet tracking is fundamentally another form of observation research.
A)True
B)False
Q3) The most common type of machine observation is a traffic counter.
A)True
B)False
Q4) A contrived observational environment would not:
A)allow the researcher to collect data faster.
B)allow for more control over things that might distort the behavior being studied.
C)result in lower project costs.
D)provide a more realistic environment in which to observe the behavior in question.
E)none of the above
Q5) Compare several of the key advantages and disadvantages of observation and survey research.
Q6) Describe the mystery shopper and how they are used by marketing researchers.
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) Which type of experimental design occurs when a Ford dealer offers two free domestic tickets on American Airlines to anyone who buys a new Ford from this dealer in January?
A)Before-after with control group design
B)Solomon 4 design
C)One-shot case study
D)After-only with control group design
E)One-group pretest-posttest design
Q2) The fact that high school juniors who re-take the Scholastic Aptitude Test (SAT)in their senior year typically achieve scores the second time that are about 50 points higher than the first time they took this test as juniors is an example of which type of extraneous variable?
A)Selection bias
B)Testing effects
C)Mortality
D)Instrument variation
E)History
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Q1) An analysis of company financial records shows that in every year that the company increased its advertising expenditures,sales increased.What can you say about the relationship between the two factors/variables?
A)Advertising expenditure and sales exhibited concomitant variation.
B)Increasing advertising expenditures led to increased sales.
C)Increased sales led to an increase in advertising expenditures.
D)Advertising and sales are inversely related.
E)none of the above
Q2) When respondents drop out of an experiment before it is completed,this is Referred to as ________________.
A)maturation
B)history
C)instrument variation
D)mortality
E)selection bias
Q3) The three types of control discussed when dealing with extraneous variables are:
A)Physical,Mental,Statistical
B)Physical,Design,Statistical
C)Design,Mental,Statistical
D)Physical,Emotional,Design
Page 20
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Chapter 10: The Concept of Measurement
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Q1) The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.
A)reliability
B)concomitant variation
C)operational definition
D)validity
E)content validity
Q2) The similarity in test scores on the Graduate Management Admission Test (GMAT)between the first and second taking of this test by Business School
M.B.A.applicants is known as what type of reliability of this test?
A)Test-retest reliability
B)Predictive reliability
C)Content reliability
D)Criterion-related reliability
E)Convergent reliability
Q3) A measurement rule tells the researcher what to do to measure something.
A)True
B)False
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Chapter 10: A: The Concept of Measurement
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Q1) ______________ is a guide,a method,or a command that tells a research what to do.
A)Construct
B)Rule
C)Operational definition
D)Valid concept
E)Reliable concept
Q2) Marketers sometimes measure constructs that do not have a true zero point.
A)True
B)False
Q3) Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.
A)True
B)False
Q4) A construct should be measured before it is defined.
A)True
B)False
Q5) A constitutive definition is similar to a dictionary definition.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) If an Internet Game Site asks a customer who has purchased a new game the following question,what type of scale item is being used? The registration process was simple.
Strongly Somewhat Neutral Somewhat Strongly Disagree Disagree Agree Agree
A)Forced choice scale
B)Likert scale
C)Stapel scale
D)Unbalanced scale
E)Constant sum scale
Q2) In scaling,numbers are assigned as indicants of the properties of people,objects,or events.
A)True
B)False
Q3) If all of the alternatives in rank-order scales are not included in the list of alternatives to be ranked,the results of the study can be very misleading or even wrong.
A)True
B)False
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Suppose a researcher needed output so as to be able to perform ratio analysis.Which of the following scales would be utilized?
A)semantic differential scale
B)Likert scale
C)constant sum scale
D)rank order scale
Q2) One technique that is never used for identifying buying motives is observation research.
A)True
B)False
Q3) An interval scale measurement scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.
A)True
B)False
Q4) Marketing constructs cannot be measured using unidimensional scales.
A)True
B)False
Q5) List and briefly describe considerations in selecting a scale.
Page 24
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Chapter 12: Questionnaire Design
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Q1) A survey question to which the respondent replies using her own words is what type of question?
A)Probe
B)Dichotomous
C)Closed-ended
D)Open-ended
E)Multiple-choice
Q2) Suppose that there is a shopping mall interview situation in which the interviewer wants to find respondents who have been snow skiing in the past year so that she can ask them questions about what type of equipment they prefer.She approaches a shopper,and after introducing herself and explaining the purpose of the study,she asks: "Have you been snow skiing in the past year?" What type of question is this?
A)Multiple-choice
B)Screener
C)Leading
D)Open-ended
E)Probe
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Chapter 12: A: Questionnaire Design
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Q1) Why do open-ended questions require more time (and money)to evaluate than closed-ended questions?
Q2) Which of the following is an incorrect statement concerning questionnaire layout?
A)Position threatening or sensitive questions last.
B)Allow plenty of space for open-ended questions.
C)Always place demographics questions at the beginning.
D)Position questions that require the most effort in the middle.
E)None of the above is an incorrect statement.
Q3) Probes fall into three distinct categories.What are the categories?
A)Proactive,reactive,inactive
B)Proactive,reactive,spontaneous
C)Reactive,active,spontaneous
D)Proactive,spontaneous,inactive
Q4) Screening questions are used to determine if someone is qualified to participate in a study.
A)True
B)False
Q5) What are Field Management Companies and when are they cost effective?
Q6) What is the make and model of your present car? __________________
Page 26
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Chapter 13: Basic Sampling Issues
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Q1) When a marketing researcher wants to interview teenagers between the ages of 16 -19
About what types of music they prefer,and asks the researchers to go to a shopping mall and ask teenagers if they own at least 100 music CDs in order to select her interview sample,and then asks shoppers who qualify for this screening question to suggest the names of two of their male friends who own at least 100 music CDs to see if they want to participate in the study as well,what type of sampling procedure is being used?
A)Snowball sample
B)Multi-stage area sample
C)Area sample
D)Systematic sample
E)Judgment sample
Q2) The entire group of people about whom the researcher wants to obtain information in a marketing research study is called the:
A)area sample.
B)population.
C)sampling frame.
D)convenience sample.
E)sample.
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Chapter 13: A: Basic Sampling Issues
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Q1) Characterize the ideal sampling frame.How often is an "ideal" sampling frame available? If an "ideal" sampling frame isn't available,what kind of sample frame is needed?
Q2) In marketing research,it is always preferable to take a census rather than a sample of the population under study.
A)True
B)False
Q3) A researcher invokes a pilot sample and finds that respondents from households with less than $50,000 annual income respond very differently than respondents from households with greater than $50,000 annual income,with regard to the key survey questions.In addition,the researcher's preliminary results show greater variance among respondents in the over $50,000 households.Given the preceding,which probability sampling method should the researcher invoke and why?
Q4) Simple random samples require a detailed listing of the population of interest.
A)True
B)False
Q5) Proportional allocation is also referred to as optimal allocation.
A)True
B)False
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Chapter 14: Sample Size Determination
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Q1) The standard normal distribution has a mean of ________ and a standard deviation of
A)one;zero
B)zero;zero
C)one;one
D)zero;one
E)zero;two
Q2) The normal distribution is symmetric about the mean.
A)True
B)False
Q3) All of the following are properties of the normal distribution EXCEPT:
A)the total area under the normal curve equals one.
B)the distribution is asymmetric about its mean.
C)the normal distribution is symmetric about its mean.
D)the area between the mean and a given number of standard deviations from the mean is the same for all normal distributions.
E)the normal distribution is "bell-shaped."
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Chapter 14: A: Sample Size Determination
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Q1) Researchers can determine via statistical techniques sample size.However,these techniques can only be applied to which of the following types of sample?
A)cluster
B)simple random
C)nonprobability
D)stratified
E)none of the above
Q2) The level of tolerable error (e)in the sample proportions formula is expressed in terms of a percent.
A)True
B)False
Q3) Higher levels of confidence generally require:
A)larger sample sizes.
B)greater variance.
C)smaller sample sizes.
D)smaller standard deviation.
Q4) In a normal distribution,the mean,median,and mode are equal.
A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) A table that shows the number of respondents who gave each possible answer to each
Question in the data set is called a(n):
A)validation.
B)one-way frequency table.
C)coding.
D)editing.
E)cross-tabulation.
Q2) If 200 people were asked a question during an in-depth interview,and 25 of them Answered: "Don't Know," how many people should be analyzed as answering the question?
A)225
B)200
C)150
D)175
E)190
Q3) For each cell in a cross-tabulation,there are three percentage figures that can be recorded.
A)True
B)False
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) Data entry must always be done manually.
A)True
B)False
Q2) Interviewers are often asked to paraphrase the responses to open-ended questions.
A)True
B)False
Q3) Error checking routines and marginal reports are two ways of machine cleaning the data.
A)True
B)False
Q4) With one-way frequency tables,the base size for a question would not take into consideration:
A)total respondents.
B)the number of people asked a particular question.
C)the number of people who answered the question.
D)population size.
Q5) The first step in the data analysis process is coding.
A)True
B)False
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) A statistical difference is important from a manager's viewpoint only if the difference is "sufficiently different."
A)True
B)False
Q2) In statistical testing,Type I errors and Type II errors are complementary.
A)True
B)False
Q3) When the measurement of a variable in one sample has no effect on the measurement of
This variable in another sample,we say that the samples are:
A)spurious.
B)dependent.
C)not independent.
D)related.
E)independent.
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) If a particular difference is large enough to be unlikely to have occurred because of chance or sampling error,then the difference is statistically significant.
A)True
B)False
Q2) Which of the following is the first step in hypothesis testing?
A) calculating the value of the test statistic
B) stating the hypothesis
C) choosing the appropriate test statistic
D) stating the conclusion
E) developing a decision rule
Q3) What kind of error is being made if the researcher fails to reject the null hypothesis when it is,in fact,false?
A)chi-square
B)type I
C)type II
D)type III
E)none of the above
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Chapter 17: Bivariate Correlation and Regression
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Q1) When the degree of association between two variables is studied,the independent Variable is called the:
A)concomitant variable.
B)predictor variable.
C)y-axis variable.
D)multi-dimensional variable.
E)criterion variable.
Q2) If the y-intercept is 2.34 and the slope of the line is 6.23,what is the regression function
For these data?
A)Y = 6.23 + 2.34 X
B)Y = 2.34 + 6.23 X
C)Y = 6.23 2.34 X
D)Y = 2.34 6.23 X
E)Y = 2.34 + 2.34 X
Q3) The correlation coefficient is the square root of the coefficient of determination. A)True
B)False
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) In regression,the unexplained variation is referred to as error sum of squares (SSE).
A)True
B)False
Q2) Dependent variables are also known as predictor variables.
A)True
B)False
Q3) How would you interpret the relationship between Education and Age?
Q4) In correlation analysis,the closer the value of R is to -1 or +1,the stronger the correlation between the two variables in question.
A)True
B)False
Q5) Bivariate statistical techniques are often used to establish cause and effect relationships between two or more variables.
A)True
B)False
Q6) Ordinal data cannot be analyzed using regression analysis.
A)True
B)False
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Chapter 18: Multivariate Data Analysis
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Q1) In discriminant analysis,the classification matrix is also called a(n):
A)diagonal matrix.
B)collinear matrix.
C)dummy matrix.
D)confusion matrix.
E)scaling matrix.
Q2) Which type of multivariate analysis should be used when a researcher wants to predict a
Dependent variable based on the levels of more than one independent variable?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
Q3) Regression analysis can be used to prove causation between variables.
A)True
B)False
Q4) In factor analysis,there is no dependent variable.
A)True
B)False
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Chapter 18: A: Multivariate Data Analysis
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Q1) This procedure is useful for analyzing the relationship among two or more predictor/independent variables and one criterion/dependent variable.
A)multiple discriminant analysis
B)multiple regression analysis
C)conjoint analysis
D)cluster analysis
Q2) Suppose a marketer was trying to predict the sales (Y)of a product for a given level of advertising (X<sub>1</sub>)and sales performance (X<sub>2</sub>).The resulting output was as follows:
Y = 2,300 + 34(X<sub>1</sub>)+ 15.5(X<sub>2</sub>)with a R<sup>2</sup> = .12
Given the above results,what would you suggest to the marketer?
Q3) Which of the following multivariate procedures does not include a dependent variable in its analysis?
A)multiple regression analysis
B)cluster analysis
C)multiple discriminant analysis
D)None of the above procedures includes a dependent variable.
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Chapter 19: Communicating the Research Results
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Q1) All research reports should include recommendations from the researcher.
A)True
B)False
Q2) For a researcher writing her first research report,typically the most difficult section to Write is:
A)the background.
B)the interpretation of the findings to obtain conclusions and recommendations.
C)the Appendices.
D)the executive summary.
E)the methodology.
Q3) All of the following should be included in the methodology section of a research report
EXCEPT:
A)detailed information on the statistical procedures.
B)how the sample was selected.
C)the number of people interviewed.
D)how people were surveyed.
E)why these people were interviewed.
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Chapter 19: A: Communicating the Research Results
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Q1) Which of the following is not part of the marketing research report appendices?
A)a detailed list of research objectives
B)cross tabulations for every question
C)technical discussion of research procedures
D)clean copy of the questionnaire(s)
E)All of the above are part of the marketing research report appendices.
Q2) List and briefly describe the six major parts of the marketing research report.
Q3) A typical marketing research report often includes 50 or more pages of text and a handful of graphs as well.
A)True
B)False
Q4) Presentations on the Internet can be accessed wherever or whenever needed.
A)True
B)False
Q5) Conclusions in a report are derived from the process of ___________.
A)deduction
B)reduction
C)induction
D)none of the above
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Chapter 20: Managing Marketing Research
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Q1) What is the general rule for selecting a marketing research supplier?
A)Choose the least expensive supplier and,if the project's needs exceed their abilities,move to the next supplier.
B)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 30% of the supplier's annual revenues.
C)Choose the vendor that has the best reputation.
D)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 15% of the supplier's annual revenues.
E)There is no general rule.
Q2) Ways of retaining skills staff include:
A)conducting regular performance reviews
B)giving pay raises in spite of below average performance
C)giving staff a variety of work tasks
D)A and B only
E)A and C only
Q3) The text lists 10 things that clients want from the marketing research supplier.However,the discussion is expanded to include "Making Difficult Clients Happy." Summarize what it takes to "Make Difficult Clients Happy."
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Chapter 20: A: Managing Marketing Research
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Q1) According to the textbook,how often should progress reports for a research study be sent to a client?
A)Daily
B)Weekly
C)Monthly
D)Bi-monthly
E)Quarterly
Q2) The ability to generate and recognize potentially useful ideas is called:
A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.
Q3) "ROI Lite" is found by taking the dollar value times increased confidence,and then:
A)adding the cost of research.
B)multiplying the cost of research.
C)subtracting the cost of research.
D)dividing by the cost of research.
E)squaring and then adding the cost of research.
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