Question 1

What are the disadvantages of pretesting?

Accepted Answer

Pretesting helps distinguish strong mess...

Question 2

List the five Ms of pretesting.

Accepted Answer

The five Ms of prete...

Question 3

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.

Accepted Answer

A)   qualitative information
B)   primary data
C)   projective data
D)   perceptual information
E)   secondary data

Question 4

By testing questionnaires on a small subsample,researchers can detect any confusion,bias,or ambiguities.

Accepted Answer

A) True 
 B)False

Question 5

According to the marketing research process,what should researchers do immediately after completing informal research?

Accepted Answer

A)   They should analyze the situation.
B)   They should determine the size of the target market.
C)   They should establish their research objectives.
D)   They should conduct a competitive analysis.
E)   They should hire a product manager.

Question 6

A common method of gathering primary research data is the _____,in which the researcher gains information on attitudes,opinions,or motivations by questioning current or prospective customers.

Accepted Answer

A)   central location test
B)   observation method
C)   survey method
D)   experimental method
E)   clutter test

Question 7

Focus groups are a representative sample of the population.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about secondary data is true?

Accepted Answer

A)   It is more expensive to gather than primary data.
B)   Findings are always valid even if they are not always reliable.
C)   It is more time consuming to gather than primary data.
D)   Most of the available information is relevant to the problem at hand.
E)   Information may be out of date and therefore obsolete.

Question 9

During _____,the second step in marketing research,researchers may discuss the problem with wholesalers,distributors,or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

Accepted Answer

A)   exploratory research
B)   objective setting
C)   data interpretation
D)   problem defining
E)   situational analysis

Question 10

Which of the following is true of qualitative research?

Accepted Answer

A)   The main techniques used for gathering data are surveys and experiments.
B)   The order and phrasing of questions asked is carefully controlled.
C)   The questions asked are exactly the same for each interview.
D)   Many interviews are taken in order to give a projectable scientific sample.
E)   The interviewer needs to frame questions in response to what the respondents say.

Question 11

A company developed a new variant of its cheese spread.Before launching it throughout the country,the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy.Which of the following methods did the company employ?

Accepted Answer

A)   Experimental method
B)   Projective technique
C)   Observation method
D)   Survey method
E)   Intensive technique

Question 12

The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.

Accepted Answer

A)   advertising strategy research
B)   message posttesting
C)   message pretesting
D)   media selection
E)   creative concept research

Question 13

What are the disadvantages of in-depth interviews?

Accepted Answer

The disadvantages of in-depth ...

Question 14

Which of the following statements about the experimental method is true?

Accepted Answer

A)   It enables researchers to monitor consumer activities, typically in their native environments.
B)   It helps unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives.
C)   It is used often for new product and new campaign introductions.
D)   It can be conducted by personal interview, telephone, mail, or on the Internet.
E)   It enables timely inventory control and accurate point-of-purchase data.

Question 15

In projective techniques,the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.

Accepted Answer

A) True 
 B)False

Question 16

In order to get hard numbers about specific marketing situations,researchers may perform a survey or use some other form of _____.

Accepted Answer

A)   recall testing
B)   secondary data
C)   normative influence
D)   quantitative research
E)   attitude testing

Question 17

When using nonprobability samples,researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is true of the Universal Product Code label?

Accepted Answer

A)   It identifies elements in ads that are unclear or claims that do not seem plausible.
B)   It unearths people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives.
C)   It gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.
D)   It provides input about the viability of prospective spokespeople and determines the effectiveness of visuals and strategies.
E)   It enables people to share their motives, beliefs, and perceptions.

Question 19

Carmen was relieved to finally launch the website for Tasty Savors,her natural spice blends business.Her marketing mentor said that promoting the business online is the first step; now she needs to determine if the website is converting visitors into customers.Carmen has no idea how many people are visiting the Tasty Savors website or how they locate the site.Which of the following can provide Carmen with useful information on her website's traffic?

Accepted Answer

A)   Facebook Reporting
B)   Twitter retweets
C)   Klout scores
D)   Internet units
E)   Google Analytics

Question 20

Marketing research refers to information gathered about a particular market or market segment.

Accepted Answer

A) True 
 B)False

Exam 7: Research

During _____,the second step in marketing research,researchers may discuss the problem with wholesalers,distributors,or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

Correct Answer
verified

According to the marketing research process,what should researchers do immediately after completing informal research?

Correct Answer
verified

In projective techniques,the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.

Correct Answer
verified

A common method of gathering primary research data is the _____,in which the researcher gains information on attitudes,opinions,or motivations by questioning current or prospective customers.

Correct Answer
verified

Which of the following is true of qualitative research?

Correct Answer
verified

Which of the following is true of the Universal Product Code label?

Correct Answer
verified

Which of the following statements about the experimental method is true?

Correct Answer
verified

What are the disadvantages of in-depth interviews?

Correct Answer
verified
The disadvantages of in-depth ...
View Answer

Which of the following statements about secondary data is true?

Correct Answer
verified

Correct Answer
verified

In order to get hard numbers about specific marketing situations,researchers may perform a survey or use some other form of _____.

Correct Answer
verified

When using nonprobability samples,researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

Correct Answer
verified

Focus groups are a representative sample of the population.

Correct Answer
verified

List the five Ms of pretesting.

Correct Answer
verified
The five Ms of prete...
View Answer

The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.

Correct Answer
verified

By testing questionnaires on a small subsample,researchers can detect any confusion,bias,or ambiguities.

Correct Answer
verified

Marketing research refers to information gathered about a particular market or market segment.

Correct Answer
verified

What are the disadvantages of pretesting?

Correct Answer
verified
Pretesting helps distinguish strong mess...
View Answer

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.

Correct Answer
verified

A company developed a new variant of its cheese spread.Before launching it throughout the country,the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy.Which of the following methods did the company employ?

Correct Answer
verified

Exam 7: Research

During _____,the second step in marketing research,researchers may discuss the problem with wholesalers,distributors,or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

Correct AnswerverifiedShow Answer

According to the marketing research process,what should researchers do immediately after completing informal research?

Correct AnswerverifiedShow Answer

In projective techniques,the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.

Correct AnswerverifiedShow Answer

A common method of gathering primary research data is the _____,in which the researcher gains information on attitudes,opinions,or motivations by questioning current or prospective customers.

Correct AnswerverifiedShow Answer

Which of the following is true of qualitative research?

Correct AnswerverifiedShow Answer

Which of the following is true of the Universal Product Code label?

Correct AnswerverifiedShow Answer

Which of the following statements about the experimental method is true?

Correct AnswerverifiedShow Answer

What are the disadvantages of in-depth interviews?

Correct AnswerverifiedThe disadvantages of in-depth ...View AnswerShow Answer

Which of the following statements about secondary data is true?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In order to get hard numbers about specific marketing situations,researchers may perform a survey or use some other form of _____.

Correct AnswerverifiedShow Answer

When using nonprobability samples,researchers can be confident of accuracy because it gives every unit in the target population an equal chance of being included.

Correct AnswerverifiedShow Answer

Focus groups are a representative sample of the population.

Correct AnswerverifiedShow Answer

List the five Ms of pretesting.

Correct AnswerverifiedThe five Ms of prete...View AnswerShow Answer

The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.

Correct AnswerverifiedShow Answer

By testing questionnaires on a small subsample,researchers can detect any confusion,bias,or ambiguities.

Correct AnswerverifiedShow Answer

Marketing research refers to information gathered about a particular market or market segment.

Correct AnswerverifiedShow Answer

What are the disadvantages of pretesting?

Correct AnswerverifiedPretesting helps distinguish strong mess...View AnswerShow Answer

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.

Correct AnswerverifiedShow Answer

A company developed a new variant of its cheese spread.Before launching it throughout the country,the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy.Which of the following methods did the company employ?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The disadvantages of in-depth ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The five Ms of prete...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Pretesting helps distinguish strong mess...
View Answer

Correct Answer
verified

Correct Answer
verified