Question 1

Which step in the market research process can be omitted?

Accepted Answer

A)   Implementation of findings
B)   Generation of primary data
C)   Issue (problem)  definition
D)   Recommendations

Question 2

Single-source data collection

Accepted Answer

A)   tracks the activities of individual consumer households from the programs they watch on TV to the products they purchase at stores.
B)   relies on consumer memory and reported purchases.
C)   infers linkages between advertising exposure and consumer purchases by measuring differences in attitude.
D)   is unable to track data over long periods of time (as in brand loyalty studies) .

Question 3

Which of the following is a correct attribute of a personal survey?

Accepted Answer

A)   It enables researchers to efficiently reach dispersed respondents.
B)   It is best used when lengthy responses are required.
C)   It is fast and relatively inexpensive.
D)   It minimizes interviewer bias.

Question 4

A survey can be conducted in person, by telephone, or by mail.

Accepted Answer

A) True 
 B)False

Question 5

The scientific method requires marketing researchers to be impartial, to use proper measurement and analytical techniques, to seek to minimize biases, and to be thorough.

Accepted Answer

A) True 
 B)False

Question 6

A market researcher is able to perform a computer search of a company, brand, or industry through a key word information search using

Accepted Answer

A)   single-source data.
B)   a commercial data base.
C)   data-base marketing.
D)   a press clipping service.

Question 7

A disguised survey is used when the researcher feels that respondents will be more honest when they

Accepted Answer

A)   know the survey's sponsor.
B)   don't know the survey's sponsor.
C)   know the real purpose of the study.
D)   don't know the real purpose of the study.

Question 8

Continuous monitoring enables a firm to react to problem areas and opportunities in a timely manner.

Accepted Answer

A) True 
 B)False

Question 9

Data manipulation in a simulation often relates to a researcher's incorporating different assumptions into a mathematical model.

Accepted Answer

A) True 
 B)False

Question 10

Which form of information collection generally accompanies the undertaking of exploratory research?

Accepted Answer

A)   Secondary data analysis
B)   Experimentation
C)   Observation
D)   Personal interview

Question 11

A major advantage of single-source data collection is its ability to

Accepted Answer

A)   study long-term buying patterns of consumers, as in brand loyalty studies.
B)   show cause and effect.
C)   relate attitude change to purchase behavior.
D)   study consumers in a wide variety of store formats (such as department and discount stores) .

Question 12

Which of the following are examples of internal secondary data?

Accepted Answer

A)   Surveys conducted specifically for the problem/opportunity at hand
B)   Company-based budgets and prior research reports
C)   Single source data conducted by Information Resources Inc.
D)   Survey of Current Business and Census of Population (published by governmental agencies)

Question 13

Which of the following is NOT a major advantage of the use of secondary data collection?

Accepted Answer

A)   Much secondary data is available at low or no cost.
B)   Data assembly is generally quick.
C)   Secondary data may be available in instances where primary data would be unavailable to the firm.
D)   Secondary data is generally more current than primary data.

Question 14

While marketing information systems do not have to be computerized, computers are invaluable in storing and quickly retrieving large data bases.

Accepted Answer

A) True 
 B)False

Question 15

Which one of these statements about marketing research is NOT correct?

Accepted Answer

A)   Marketing research involves a sequence of activities.
B)   Generally, marketing research data is available only from one source.
C)   Marketing research may be applied to any area of marketing.
D)   An important part of the marketing research process involves implementation of the findings.

Question 16

A major disadvantage of the use of nonprobability samples is that

Accepted Answer

A)   the sampling error is unknown and cannot be measured.
B)   the sampling error is too large since the size of the sample is too small.
C)   a larger sample is needed with a nonprobability sample than with a probability sample for the same sampling error.
D)   respondents may respond incorrectly to other biases in the methodology.

Question 17

Develop a research design for a lamp maker to determine its image among its major hotel customers. Incorporate a semantic differential scale in your analysis.

Accepted Answer

To determine the image of a lamp maker a...

Question 18

A good marketing information system allows a firm to be reactive (instead of being proactive).

Accepted Answer

A) True 
 B)False

Question 19

An important source of external secondary data to a supermarket contemplating a 24-hour operation are sales by time of day (particularly during the opening and closing hours).

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT an advantage of a basic marketing information system?

Accepted Answer

A)   Data collection is organized.
B)   Initial time and labor costs are low.
C)   Information is made available in a timely manner.
D)   Long-term trends can be analyzed.

Exam 4: Information for Marketing Decisions

Continuous monitoring enables a firm to react to problem areas and opportunities in a timely manner.

Correct AnswerverifiedShow Answer

The scientific method requires marketing researchers to be impartial, to use proper measurement and analytical techniques, to seek to minimize biases, and to be thorough.

Correct AnswerverifiedShow Answer

A market researcher is able to perform a computer search of a company, brand, or industry through a key word information search using

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of a basic marketing information system?

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Which of the following is a correct attribute of a personal survey?

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A good marketing information system allows a firm to be reactive (instead of being proactive).

Correct AnswerverifiedShow Answer

A major advantage of single-source data collection is its ability to

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Which step in the market research process can be omitted?

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Which of the following is NOT a major advantage of the use of secondary data collection?

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Single-source data collection

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A survey can be conducted in person, by telephone, or by mail.

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While marketing information systems do not have to be computerized, computers are invaluable in storing and quickly retrieving large data bases.

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Which one of these statements about marketing research is NOT correct?

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Which form of information collection generally accompanies the undertaking of exploratory research?

Correct AnswerverifiedShow Answer

Develop a research design for a lamp maker to determine its image among its major hotel customers. Incorporate a semantic differential scale in your analysis.

Correct AnswerAnswered by ExamLex AITo determine the image of a lamp maker a...View AnswerShow Answer

Data manipulation in a simulation often relates to a researcher's incorporating different assumptions into a mathematical model.

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Which of the following are examples of internal secondary data?

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A disguised survey is used when the researcher feels that respondents will be more honest when they

Correct AnswerverifiedShow Answer

A major disadvantage of the use of nonprobability samples is that

Correct AnswerverifiedShow Answer

An important source of external secondary data to a supermarket contemplating a 24-hour operation are sales by time of day (particularly during the opening and closing hours).

Correct AnswerverifiedShow Answer

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To determine the image of a lamp maker a...
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