Question 1

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Accepted Answer

A)  Observation uses secondary sources of data.
B)  Observation depends on mall interviews.
C)  Observation can tell Nirendra what is being done, but not why.
D)  Observation focuses on open-ended questions.
E)  Observation works best for telephone surveys.

Question 2

Which of the following statements about conducting marketing research internationally is false?

Accepted Answer

A)  The marketing research process may need to be modified to allow for regional differences.
B)  A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data.
C)  Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language.
D)  Specific differences among countries can have a profound influence in data gathering.
E)  Specific differences among countries have no affect on data gathering or the marketing research process.

Question 3

The main focus of a marketing information system is on

Accepted Answer

A)  the coordination of external information sources.
B)  classifying data into the proper information categories.
C)  data storage and retrieval.
D)  the accurate maintenance of inventory levels.
E)  gathering information on competitive activity.

Question 4

An overall plan for obtaining the information needed to address a research problem or issue is called the

Accepted Answer

A)  research design.
B)  problem recognition.
C)  hypothesis.
D)  data collection method.
E)  sampling procedure.

Question 5

In the process of conducting marketing research, marketers should allow for

Accepted Answer

A)  periodic review of data during the collection period.
B)  continual evaluation of the data during the entire collection period.
C)  no data review during collection; instead, they should wait for later interpretation of research findings.
D)  descriptive research to solve general problems.
E)  statistical analysis during the collection period.

Question 6

The hypothesis being tested determines the general data-gathering approach to use.

Accepted Answer

A) True 
 B)False

Question 7

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Accepted Answer

A) True 
 B)False

Question 8

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ____ and ____ sources.

Accepted Answer

A)  government; business
B)  internal; external
C)  primary; secondary
D)  formal; informal
E)  collected; distributed

Question 9

Compared to a mail survey, telephone surveys have

Accepted Answer

A)  lower response rates.
B)  a slower response time.
C)  invalid results.
D)  fewer expenses.
E)  higher response rates.

Question 10

The objective of sampling in marketing research is to

Accepted Answer

A)  obtain responses from as many people as possible.
B)  control independent variables that might influence research results.
C)  select representative units from a total population.
D)  ensure that measures in the study are reliable.
E)  provide data that can be used to test the hypotheses being investigated.

Question 11

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

Accepted Answer

A)  involves an informed guess or assumption about a certain set of circumstances.
B)  is usually accompanied by a cost/benefit analysis.
C)  most often comes in the form of customer complaints.
D)  is often mentioned in secondary data reports, such as trade journals.
E)  is typically a departure from some normal function, such as a failure to attain objectives.

Question 12

Which step in the marketing research process follows collecting data?

Accepted Answer

A)  Reporting research results
B)  Implementing organizational change
C)  Interpreting research findings
D)  Designing the research project
E)  Refining the research issue

Question 13

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Accepted Answer

A)  Quota
B)  Stratified
C)  Nonprobability
D)  Cluster
E)  Snowball

Question 15

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Accepted Answer

A)  Locating and defining problems or research issues
B)  Developing hypotheses
C)  Collecting data
D)  Interpreting research findings
E)  Reporting research findings

Question 16

Scenario 4.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing.
-Refer to Scenario 4.2. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ____ sampling.

Accepted Answer

A)  quota
B)  stratified
C)  random
D)  representative
E)  area

Question 17

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

Accepted Answer

A)  single-source
B)  census
C)  consumer demographic
D)  multi-point
E)  single-point

Question 18

Online focus groups are more expensive than tradition sit down groups.

Accepted Answer

A) True 
 B)False

Question 19

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

Accepted Answer

A)  a shopping mall
B)  the respondent's home
C)  the interviewer's home
D)  the company's offices
E)  a city park

Question 20

Cameras, counting machines, and scanners are used most often in

Accepted Answer

A)  surveys.
B)  secondary data gathering.
C)  field settings.
D)  observation.
E)  experimentation.

Exam 4: Marketing Research and Information Systems

Compared to a mail survey, telephone surveys have

Correct Answer
verified

An overall plan for obtaining the information needed to address a research problem or issue is called the

Correct Answer
verified

Which of the following statements about conducting marketing research internationally is false?

Correct Answer
verified

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

Correct Answer
verified

The main focus of a marketing information system is on

Correct Answer
verified

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both and sources.

Correct Answer
verified

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Correct Answer
verified

The objective of sampling in marketing research is to

Correct Answer
verified

In the process of conducting marketing research, marketers should allow for

Correct Answer
verified

Which step in the marketing research process follows collecting data?

Correct Answer
verified

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Correct Answer
verified

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Correct Answer
verified

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

Correct Answer
verified

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Correct Answer
verified

The hypothesis being tested determines the general data-gathering approach to use.

Correct Answer
verified

Correct Answer
verified

Online focus groups are more expensive than tradition sit down groups.

Correct Answer
verified

Cameras, counting machines, and scanners are used most often in

Correct Answer
verified

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Correct Answer
verified

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

Correct Answer
verified

Exam 4: Marketing Research and Information Systems

Compared to a mail survey, telephone surveys have

Correct AnswerverifiedShow Answer

An overall plan for obtaining the information needed to address a research problem or issue is called the

Correct AnswerverifiedShow Answer

Which of the following statements about conducting marketing research internationally is false?

Correct AnswerverifiedShow Answer

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

Correct AnswerverifiedShow Answer

The main focus of a marketing information system is on

Correct AnswerverifiedShow Answer

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ____ and ____ sources.

Correct AnswerverifiedShow Answer

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Correct AnswerverifiedShow Answer

The objective of sampling in marketing research is to

Correct AnswerverifiedShow Answer

In the process of conducting marketing research, marketers should allow for

Correct AnswerverifiedShow Answer

Which step in the marketing research process follows collecting data?

Correct AnswerverifiedShow Answer

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Correct AnswerverifiedShow Answer

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Correct AnswerverifiedShow Answer

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

Correct AnswerverifiedShow Answer

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Correct AnswerverifiedShow Answer

The hypothesis being tested determines the general data-gathering approach to use.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Online focus groups are more expensive than tradition sit down groups.

Correct AnswerverifiedShow Answer

Cameras, counting machines, and scanners are used most often in

Correct AnswerverifiedShow Answer

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Correct AnswerverifiedShow Answer

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

Correct AnswerverifiedShow Answer

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Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both and sources.

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