Question 1

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

Accepted Answer

A)   Panel research
B)   Experimental research
C)   Survey research
D)   Scanner research
E)   Focus group research

Question 2

The term "secondary data" refers to the data that has been collected:

Accepted Answer

A)   to address specific research needs.
B)   from in-depth interviews and surveys.
C)   prior to the start of the focal project.
D)   from a particular focus group.
E)   to address questions currently under investigation.

Question 3

Natalie is the marketing director of One Dollar stores,a retail chain in Canada.From the recent sales reports,Natalie notices that sales had increased in some stores and decreased in others.She is unable to predict the reason for this variation in sales.The method of research that Natalie is likely to employ to gain a better understanding of the variation and to clearly define its cause will be:

Accepted Answer

A)   qualitative research.
B)   panel research.
C)   quantitative research.
D)   conclusive research.
E)   scanner research.

Question 4

Commercial research firms such as Nielsen,Leger Marketing,and National Purchase Diary Panel are sources of:

Accepted Answer

A)   experimental data.
B)   focus group data.
C)   control group data.
D)   syndicated data.
E)   biased data.

Question 5

Raw numbers or other factual information that,on their own,have limited value to marketers can be termed as:

Accepted Answer

A)   data.
B)   samples.
C)   information.
D)   hypotheses.
E)   observation.

Question 6

Experimental research is a type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it.

Accepted Answer

A) True 
 B)False

Question 7

The data collected from which of the following sources can be considered as primary data?

Accepted Answer

A)   Magazines
B)   Focus groups
C)   Advertising Age
D)   Department of Foreign Affairs and Trade
E)   Canadian News Index

Question 8

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

Accepted Answer

A)   panel data.
B)   exploratory research.
C)   survey research.
D)   syndicated data.
E)   scanner data.

Question 9

Which of the following statements best describes quantitative research?

Accepted Answer

A)   The research purpose of this method is general and is used to generate preliminary insights.
B)   The inferences obtained by this method are more tentative than final.
C)   The data collection in this method is often flexible with no set procedure.
D)   The sources used for data collection are not clear and well defined.
E)   The data analysis in this method is formal and predictive based on statistical analysis.

Question 10

Which of the following statements is true of in-depth interviews?

Accepted Answer

A)   They are the most effective qualitative research method.
B)   They are relatively expensive and time consuming.
C)   They do not provide an historical context for a research subject.
D)   They fail to communicate how people really feel about a product or service.
E)   The results of in-depth interviews cannot be used to develop surveys.

Question 11

Clientel Inc.,a marketing research firm,is conducting a market research for a beverage company.After reviewing the situation,Clientel decides that a statistical evaluation will yield the best results.Which step of the research process is Clientel Inc.in?

Accepted Answer

A)   Defining the problem
B)   Designing the project
C)   Collecting the data
D)   Analyzing the data
E)   Presenting the report

Question 12

The term "marketing research" refers to:

Accepted Answer

A)   a strategic way of developing a marketing plan by mixing the controllable elements.
B)   an area of study concerned with managing the resources and activities of a firm.
C)   a series of actions that help in enhancing the performance of firms.
D)   a set of techniques for systematically collecting,recording,analyzing,and interpreting useful data.
E)   a procedure that a marketer follows when developing a market plan.

Question 13

What are the disadvantages of secondary research?

Accepted Answer

• The information may not be precisely r...

Question 14

Which of the following primary qualitative data collection techniques is most frequently used?

Accepted Answer

A)   Social media
B)   Focus groups
C)   Projective technique
D)   Survey research
E)   Ethnography

Question 15

The first step in a market research project is to:

Accepted Answer

A)   design a research plan.
B)   analyze data and develop insights.
C)   define objectives and research needs.
D)   present an action plan.
E)   collect data.

Question 16

Data that has been organized,analyzed,interpreted,and converted into a useful form for decision makers is called:

Accepted Answer

A)   samples.
B)   hypotheses.
C)   information.
D)   observation.
E)   codes.

Question 17

What are the factors that have to be considered before starting a marketing research project?

Accepted Answer

Managers consider several factors before...

Question 18

Which of the following is a major advantage of primary research?

Accepted Answer

A)   It is cost effective.
B)   It is readily available.
C)   It hardly requires sophisticated training and experience to design the research.
D)   It usually can be tailored to fit research questions.
E)   It saves time in collecting data.

Question 19

The research method that enables researchers to test their prediction or hypothesis is:

Accepted Answer

A)   exploratory research.
B)   secondary research.
C)   in-depth interviews.
D)   focus groups.
E)   quantitative research.

Question 20

Which of the following statements best describes focus group interviews?

Accepted Answer

A)   They are usually used less frequently than personal observations.
B)   They are a type of quantitative research method used in capturing consumer attitudes and preferences.
C)   They are generally more cost effective than any other type of conclusive research methods.
D)   They systematically manipulate one or more variables to determine which variable(s) have a causal effect on another variable.
E)   They usually require researchers to record the interactions of the interviews on a videotape or audiotape for later analysis.

Exam 7: Global Marketing

Clientel Inc.,a marketing research firm,is conducting a market research for a beverage company.After reviewing the situation,Clientel decides that a statistical evaluation will yield the best results.Which step of the research process is Clientel Inc.in?

Correct Answer
verified

The research method that enables researchers to test their prediction or hypothesis is:

Correct Answer
verified

Which of the following statements is true of in-depth interviews?

Correct Answer
verified

Commercial research firms such as Nielsen,Leger Marketing,and National Purchase Diary Panel are sources of:

Correct Answer
verified

The data collected from which of the following sources can be considered as primary data?

Correct Answer
verified

Data that has been organized,analyzed,interpreted,and converted into a useful form for decision makers is called:

Correct Answer
verified

Which of the following statements best describes quantitative research?

Correct Answer
verified

The term "secondary data" refers to the data that has been collected:

Correct Answer
verified

Experimental research is a type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it.

Correct Answer
verified

Correct Answer
verified

Which of the following is a major advantage of primary research?

Correct Answer
verified

The term "marketing research" refers to:

Correct Answer
verified

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

Correct Answer
verified

Which of the following statements best describes focus group interviews?

Correct Answer
verified

What are the disadvantages of secondary research?

Correct Answer
verified
• The information may not be precisely r...
View Answer

The first step in a market research project is to:

Correct Answer
verified

Which of the following primary qualitative data collection techniques is most frequently used?

Correct Answer
verified

What are the factors that have to be considered before starting a marketing research project?

Correct Answer
verified
Managers consider several factors before...
View Answer

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

Correct Answer
verified

Raw numbers or other factual information that,on their own,have limited value to marketers can be termed as:

Correct Answer
verified

Exam 7: Global Marketing

Clientel Inc.,a marketing research firm,is conducting a market research for a beverage company.After reviewing the situation,Clientel decides that a statistical evaluation will yield the best results.Which step of the research process is Clientel Inc.in?

Correct AnswerverifiedShow Answer

The research method that enables researchers to test their prediction or hypothesis is:

Correct AnswerverifiedShow Answer

Which of the following statements is true of in-depth interviews?

Correct AnswerverifiedShow Answer

Commercial research firms such as Nielsen,Leger Marketing,and National Purchase Diary Panel are sources of:

Correct AnswerverifiedShow Answer

The data collected from which of the following sources can be considered as primary data?

Correct AnswerverifiedShow Answer

Data that has been organized,analyzed,interpreted,and converted into a useful form for decision makers is called:

Correct AnswerverifiedShow Answer

Which of the following statements best describes quantitative research?

Correct AnswerverifiedShow Answer

The term "secondary data" refers to the data that has been collected:

Correct AnswerverifiedShow Answer

Experimental research is a type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a major advantage of primary research?

Correct AnswerverifiedShow Answer

The term "marketing research" refers to:

Correct AnswerverifiedShow Answer

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

Correct AnswerverifiedShow Answer

Which of the following statements best describes focus group interviews?

Correct AnswerverifiedShow Answer

What are the disadvantages of secondary research?

Correct Answerverified• The information may not be precisely r...View AnswerShow Answer

The first step in a market research project is to:

Correct AnswerverifiedShow Answer

Which of the following primary qualitative data collection techniques is most frequently used?

Correct AnswerverifiedShow Answer

What are the factors that have to be considered before starting a marketing research project?

Correct AnswerverifiedManagers consider several factors before...View AnswerShow Answer

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

Correct AnswerverifiedShow Answer

Raw numbers or other factual information that,on their own,have limited value to marketers can be termed as:

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
• The information may not be precisely r...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Managers consider several factors before...
View Answer

Correct Answer
verified

Correct Answer
verified