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Home  arrow Chapter 4  arrow Concept Check Quiz  arrow True/False Questions

True/False Questions



This activity contains 11 questions.

Question 1.
Marketing research is the systematic design, collection, analysis, and reporting of data and findings.


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Question 2.
Two types of data that can be used for marketing research study are modal and bimodal data.


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Question 3.
A focus group is used to gather information by observing the relevant actors and settings.


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Question 4.
Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible results.


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Question 5.
Galvanometers, tachistoscopes, and brain wave scanners are examples of mechanical devices used to gather research information.


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Question 6.
A customer performance scorecard tracks the satisfaction of various constituencies who have a critical interest in the company's performance.


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Question 7.
Four tools used to check on annual-plan control are: sales analysis; market share analysis; marketing expense-to-selling analysis; and financial analysis.


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Question 8.
Market share can be measured in three ways: overall market share; served market share; and relative market share.


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Question 9.
Profit margin is the product of two ratios: the company's return on assets and its financial leverage.


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Question 10.
Advocates of the direct cost approach argue that all costs must ultimately be imputed in order to determine true profitability.


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Question 11.
A question with two possible answers would be an open question.


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