期末考试试卷 营销调研

Part 1.Noun Explain. (5×3’)

1.marketing research

Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

2. exploratory research

Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.

3.longitudinal studies

Longitudinal studies repeatedly measure the same sample units of a population over a period of time.It involve multiple measurements, they are often described as “movies”of the population.

4.quantitative research (P101)

5.experiments (P63)

6.focus group (P105)

7.measurement (P147)

8.reliable measure P161

9.question bias P168

10.stratified sampling P199

Part 2. Multiple choice test.A multiple choice question has only ONE

correct answer,choose the best answer for each question.(20×1’)

1．Focus group is a kind of typical( )research method.

A.exploratory

B.descriptive

C.causal D predictable

2.( ) separates the population into different subgroups and then samples all of these subgroups.

A.simple random sampling

B.systematic sampling

C.cluster sampling

D.stratified sampling

3.Which doesn’t belongs to the three types of research design categories?( )

A.descriptive research

B.exploratory research

C.causal research

D. postmortem research

4.Which isn’t the method for collecting primary data.( )

A.telephone interview

B.online surveys

C.Syndicated services data

D.mail-intercept studies

5. In general, duplicate sampling error is ( ) the without replacement sampling error.

rger than

B.smaller than

C.equal to

D. incomparably with

6.±2.58 standard deviations is associated with ( )of the area underneath the curve.

A.90%

B.99%

C.95%

D.99.7%

7.The larger the sampling error is ,the（）the confidence interval is.

rger

B.smaller

C.same

D.without compare

8.The characteristic of census is ( ).

A.Low cost

B. Item must be detailed

C.suitable for understanding basic conditions of the market

D.not suitable for understanding basic conditions of the market

9.During the marketing research work, which stage is the implementation phase( ).

rmation gathering stage

B. study phase

C.analysis phase

D. summary stage

10.Which is the characteristic of sampling survey? ( )

A.The sampling is subjective.

B.Specially suitable for studying the quantitative performance of market phenomenon.

C.Expensive fees

D.Detailed plans

11. Which is the limitation of observation?( )

A. low credibility

B. weak adaptability

C.obviously locked in time and space

plicated

12. The weakness of the questionnaire survey is ( ).

A. investigate district is limited.

B.the efficiency of questionnaie is low

C. The investigator worries about the pressure

D.very difficult to carry out

13.The sampling error that we usually claim refers to ( )

A.mean error

B. permissible error

C. actual error

D.total system error

14.In the opinion of the enterprises, the result of mark forcasting is ( ).

A. the position of enterprise in market environment

B. the appearance of enterprise in market environment