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Chapter 7 MCQs

The document contains 15 multiple choice questions about marketing concepts and the marketing research process. Specifically, it asks about the marketing ecosystem, the 5Cs framework, environmental scanning, Porter's five forces model, disruptive innovations, business testing protocols, the stages of marketing research, types of marketing research such as experimental, causal, descriptive and secondary, primary versus secondary research, focus groups, and the final stage of the marketing research process.

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339 views3 pages

Chapter 7 MCQs

The document contains 15 multiple choice questions about marketing concepts and the marketing research process. Specifically, it asks about the marketing ecosystem, the 5Cs framework, environmental scanning, Porter's five forces model, disruptive innovations, business testing protocols, the stages of marketing research, types of marketing research such as experimental, causal, descriptive and secondary, primary versus secondary research, focus groups, and the final stage of the marketing research process.

Uploaded by

madihaadnan1
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Chapter 7 MCQs

1. The marketing ecosystem:


a) Describes the complex external environment
b) Describes the complex internal environment
c) Describes the complex internal and external environment
d) Involves a comprehensive examination of the external environment

2. Which of the following is not one of the 5Cs?


a) Company
b) Customers
c) Concepts
d) Competitors

3. The data gathering process is also known as:


a) Environmental scanning
b) SWOT analysis
c) PESTEL analysis
d) Porters five forces

4. Which of the following is not one of the forces in Porter’s five forces?
a) Government
b) Threat of new entrants
c) Suppliers
d) Competition

5. Disruptive innovations:
a) Break the norm
b) Are evolutionary in nature
c) Are based on small improvements introduced over time
d) All of the above

6. Which of the following is a business testing protocol for radical innovations?


a) Beta-site testing
b) Lead-user testing
c) Crowdsourcing
d) All of the above

7. Which of the following is a business testing protocol for incremental innovations?


a) Beta-site testing
b) Conjoint analysis
c) Crowdsourcing
d) All of the above
8. Which of the following involves sending the product out to a group of users to test the
product?
a) Beta-site testing
b) Lead-user testing
c) Crowdsourcing
d) Customer-driven innovation

9. There are stages in the marketing research process.


a) 4
b) 5
c) 6
d) 7

10. is used to test cause and effect relationships.


a) Experimental research
b) Causal research
c) Descriptive reseach
d) Secondary research

11. aims to explore the issues around the problem at hand because very little is
known about it.
a) Experimental research
b) Causal research
c) Descriptive reseach
d) Secondary research

12. can come in two formats: qualitative and quantitative.


a) Secondary reseach
b) Primary research
c) Exploratory research
d) Desk reseach

13. Secondary research is also known as:


a) Desk research
b) Descriptive research
c) Primary research
d) Exploratory reseach

14. involve bringing together a group of 8–12 participants who are led by a
moderator in a discussion focused on a predetermined topic.
a) In-depth interview
b) Survey
c) Questionnaire
d) Focus group
15. The final stage in the market research process is:
a) Fieldwork
b) Analysis
c) Presenting the findings
d) Data collection

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