【正文】 fficulty: Medium 70. The most mon instrument used to collect primary data is the questionnaire. Answer: True Page: 107 Level of difficulty: Easy 71. An example of shadowing is keeping track of all the interactions a consumer has with a product, service, or space. Answer: False Page: 107 Level of difficulty: Medium 72. If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept. Answer: True Page: 108 Level of difficulty: Medium 73. ―What is your opinion of the American way of life?‖ is an example of what might be called the semantic differential. Answer: False Page: 108 Level of difficulty: Medium 74. ―What does the CocaCola name mean to you?‖ would be an illustration of a question that might be used in a projective technique. Answer: False Page: 109 Level of difficulty: Medium 75. A galvanometer can measure the interest or emotions aroused by exposure to a specific ad or picture. Answer: True Page: 110 Level of difficulty: Hard 76. If a marketing researcher bases his or her sample on population members who are good prospects for accurate information, a judgment sample has been selected. Answer: True Page: 110 Level of difficulty: Medium 77. If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method. Answer: True Page: 111 Level of difficulty: Medium Chapter 4: Conducting Marketing Research and Forecasting Demand 105 78. A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort. Answer: False Page: 111 Level of difficulty: Medium 79. The data analysis phase of the marketing research process is generally the most expensive and prone to the error phase of the process. Answer: False Page: 112 Level of difficulty: Medium 80. One of the disadvantages to doing research online is that it is often more expensive than traditional means of gathering the same information. Answer: False Page: 113 Level of difficulty: Medium 81. One of the characteristics of good marketing research is that it uses multiple methods. Answer: True Page: 115 Level of difficulty: Easy 82. Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works. Answer: True Page: 115 Level of difficulty: Easy 83. In the famous case where CocaCola introduced the New Coke after much research, the uneven caliber of the researchers doomed the product and associated research efforts. Answer: False Page: 116 Level of difficulty: Medium 84. A set of measures that helps firms to quantify, pare, and interpret their marketing performance is called marketing metrics. Answer: True Page: 117 Level of difficulty: Medium 85. A stakeholderperformance scorecard tracks the satisfaction with the pany and its products and services among such entities as suppliers, banks, and stockholders. Answer: True Page: 118 Level of difficulty: Medium 86. Salesvariance analysis measures the relative contribution of different factors to a gap in sales performance. Answer: True Page: 119 Level of difficulty: Easy 87. All the buyers who are able and willing to buy a pany’s products or services are called the overall market share. Answer: False Page: 120 Level of difficulty: Medium 88. The key ratio to watch in annualplan control to make sure that the pany is not overspending to achieve sales goals is the marketing expensetosales ratio. Answer: True Page: 120 Level of difficulty: Medium Part 2: Capturing Marketing Insights 106 89. The return on worth is the product of two ratios: the pany’s return on assets and its asset turnover ratio. Answer: False Page: 121 Level of difficulty: Hard 90. Gross margin minus () expenses equals (=) profit. Answer: True Page: 122 Level of difficulty: Medium 91. Direct costs are mon costs whose allocation to the marketing entities is highly arbitrary. Answer: False Page: 124 Level of difficulty: Easy 92. Especially popular with such panies as Procter amp。 Gamble, marketingmix modeling is used to allocate or reallocate expenditures. Answer: True Page: 125 Level of difficulty: Medium 93. The production department is responsible for preparing sales forecasts because they have the most data about production schedules and the ability to meet orders. Answer: False Page: 125 Level of difficulty: Easy 94. A target market is the set of consumers who profess a sufficient level of interest in a market offer. Answer: False Page: 126 Level of difficulty: Medium 95. Market demand is not a fixed number, but rather a function of the stated conditions. Answer: True Page: 127 Level of difficulty: Easy 96. A low market share peration index indicates substantial growth potential for all the firms. Answer: True Page: 128 Level of difficulty: Medium 97. With respect to product peration percentage, gun ownership is among the highest in the United States with an 84 percent rating. Answer: False Page: 129 Level of difficulty: Medium 98. A mon way to estimate total market potential is to use the annual Survey of Buying Power to calculate the required estimate. Answer: False Page: 130 Level of difficulty: Medium 99. The multiplefactor index method for assessing area market potential is most monly used by those interested in consumer markets. Answer: True Page: 131 Level of difficult