Question 1

Randall is preparing a market research report based on analysis of recreational users of the Inland Waterway.When preparing the report,Randall will do all of the following EXCEPT:

Accepted Answer

A)  use language appropriate for the audience.
B)  make the report as lengthy as possible.
C)  include an executive summary.
D)  include actionable recommendations.
E)  include an explanation of the research methodology.

Question 2

Through analysis of sales data,Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas.Price-Cutters was engaged in:

Accepted Answer

A)  syndicated surveying.
B)  focus group analysis.
C)  behavioral analysis.
D)  data mining.
E)  structured sampling.

Question 3

In questionnaire design,a question such as,"Do you like Wendy's hamburgers and fries?" suffers from the problem of a question:

Accepted Answer

A)  respondents cannot easily or accurately answer.
B)  that respondents are reluctant to answer because the information is sensitive.
C)  that steers respondents to a particular response.
D)  that asks two questions at once.
E)  that is complex and something respondents may be unfamiliar with.

Question 4

Define exploratory research and list two examples of exploratory research data collection techniques.

Accepted Answer

Exploratory research attempts to begin t...

Question 5

A marketing research project often begins with a review of the relevant _____________ data.

Accepted Answer

A)  primary
B)  secondary
C)  conclusive
D)  unfocused
E)  structured

Question 6

What are some of the problems with using secondary data?

Accepted Answer

Information may not be precisely relevan...

Question 7

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Accepted Answer

A) True 
 B)False

Question 8

When a supermarket collects information about individual customers based on information gathered through the use of its loyalty card,and then analyzes the data to look for patterns in purchases,this is known as:

Accepted Answer

A)  data mining.
B)  data recovery.
C)  data entry.
D)  data analysis.
E)  data modeling.

Question 9

Malcolm is the campaign manager for a Congressional candidate.He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use _______________ to gather this type of data.

Accepted Answer

A)  surveys
B)  observation
C)  experiments
D)  voter registration data
E)  census data

Question 10

Jalel is marketing manager for moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jalel will most likely use _______________ to gather this type of data.

Accepted Answer

A)  focus groups
B)  observation
C)  syndicated data
D)  sales invoices
E)  census data

Question 11

When doing market research,it is important to uphold strong business ethics.What are the marketing research guidelines provided by the American Marketing Association?

Accepted Answer

The American Marketing Association provi...

Question 12

Which of the following data sources would be considered external secondary data?

Accepted Answer

A)  U.S.Census data
B)  Syndicated data
C)  Newspaper articles
D)  Scanner data
E)  All of these

Question 13

A restaurant chain is working on improving the quality of its food and service.It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years,in order to track its progress.What kind of data is the restaurant chain collecting?

Accepted Answer

A)  Panel data
B)  Internal secondary data
C)  Focus group data
D)  External secondary data
E)  Scanner data

Question 14

Data that has been collected prior to the start of the current research project is considered primary data.

Accepted Answer

A) True 
 B)False

Question 15

Randall wants to do an online survey of college professors about the factors that influence their textbook selection.He would like to use a structured questionnaire but is not sure what responses to include for each question.Randall could use ________________ to help him develop his questionnaire.

Accepted Answer

A)  in-depth interviews
B)  experiments
C)  surveys
D)  observation
E)  primary data mining

Question 16

Recently,Google hired a team of economists to study consumers' online search behavior.This type of market research is a form of __________________ research.

Accepted Answer

A)  focus group
B)  survey
C)  in-depth interview
D)  primary data mining
E)  observational

Question 17

What kinds of internal information might be of value to a marketing researcher?

Accepted Answer

Students should discuss purcha...

Question 18

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate re-orders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover:

Accepted Answer

A)  the impact of income tax laws.
B)  patterns of consumers' purchasing behavior.
C)  the relationship between primary and secondary data.
D)  new ideas for human resources management.
E)  competitors' pricing strategies.

Question 19

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use ___________________ to gather this type of data.

Accepted Answer

A)  door-to-door surveys
B)  focus group interviews
C)  syndicated data
D)  sales invoices
E)  census data

Question 20

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct:

Accepted Answer

A)  conclusive research.
B)  data warehousing.
C)  syndicated marketing surveys.
D)  exploratory research.
E)  research design.

Exam 9: Marketing Research

Define exploratory research and list two examples of exploratory research data collection techniques.

Correct AnswerverifiedExploratory research attempts to begin t...View AnswerShow Answer

Jalel is marketing manager for moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jalel will most likely use _______________ to gather this type of data.

Correct AnswerverifiedShow Answer

A marketing research project often begins with a review of the relevant _____________ data.

Correct AnswerverifiedShow Answer

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Correct AnswerverifiedShow Answer

Recently,Google hired a team of economists to study consumers' online search behavior.This type of market research is a form of __________________ research.

Correct AnswerverifiedShow Answer

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate re-orders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover:

Correct AnswerverifiedShow Answer

Which of the following data sources would be considered external secondary data?

Correct AnswerverifiedShow Answer

Malcolm is the campaign manager for a Congressional candidate.He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use _______________ to gather this type of data.

Correct AnswerverifiedShow Answer

Randall is preparing a market research report based on analysis of recreational users of the Inland Waterway.When preparing the report,Randall will do all of the following EXCEPT:

Correct AnswerverifiedShow Answer

Data that has been collected prior to the start of the current research project is considered primary data.

Correct AnswerverifiedShow Answer

When a supermarket collects information about individual customers based on information gathered through the use of its loyalty card,and then analyzes the data to look for patterns in purchases,this is known as:

Correct AnswerverifiedShow Answer

What are some of the problems with using secondary data?

Correct AnswerverifiedInformation may not be precisely relevan...View AnswerShow Answer

When doing market research,it is important to uphold strong business ethics.What are the marketing research guidelines provided by the American Marketing Association?

Correct AnswerverifiedThe American Marketing Association provi...View AnswerShow Answer

Randall wants to do an online survey of college professors about the factors that influence their textbook selection.He would like to use a structured questionnaire but is not sure what responses to include for each question.Randall could use ________________ to help him develop his questionnaire.

Correct AnswerverifiedShow Answer

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use ___________________ to gather this type of data.

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as,"Do you like Wendy's hamburgers and fries?" suffers from the problem of a question:

Correct AnswerverifiedShow Answer

What kinds of internal information might be of value to a marketing researcher?

Correct AnswerverifiedStudents should discuss purcha...View AnswerShow Answer

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct:

Correct AnswerverifiedShow Answer

Through analysis of sales data,Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas.Price-Cutters was engaged in:

Correct AnswerverifiedShow Answer

A restaurant chain is working on improving the quality of its food and service.It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years,in order to track its progress.What kind of data is the restaurant chain collecting?

Correct AnswerverifiedShow Answer

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Exploratory research attempts to begin t...
View Answer

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Correct Answer
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Information may not be precisely relevan...
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Correct Answer
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The American Marketing Association provi...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Students should discuss purcha...
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Correct Answer
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Correct Answer
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Correct Answer
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