Question 1

How can a small business do market research on a shoestring budget?

Accepted Answer

Customers can provide a wealth of inform...

Question 2

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need ___________________ data to address the questions in his market research study.

Accepted Answer

A)  primary
B)  secondary
C)  mined
D)  syndicated
E)  warehoused

Question 3

When a research team has gathered data for specific research needs this is known as:

Accepted Answer

A)  primary data.
B)  data mining.
C)  secondary data.
D)  data recovery.
E)  data modeling.

Question 4

Thomas has just conducted a focus group for Apple Computer Company,asking participants their opinions regarding new features Apple is considering for their iPod players.Apple's marketing manager wants to use the results of this focus group to justify product changes and new promotional strategies.As the market researcher,how would you respond?

Accepted Answer

First,a focus group is exploratory resea...

Question 5

The many incidents of identity theft and scams falsely presented to consumers as market research surveys have made:

Accepted Answer

A)  consumers more sympathetic to the plight of market researchers.
B)  data mining easier.
C)  it more difficult for market researchers to gain cooperation from respondents.
D)  government regulation of market research more flexible.
E)  ethical market researchers use more devious techniques to gain needed information.

Question 6

In what type of research situations would market researchers use in-depth interviews?

Accepted Answer

Though in-depth interviews take time and...

Question 7

In the infamous Coke-New Coke taste test,54 percent of consumers,using a blind taste test,preferred the New Coke formula.This is an example of a(n) _________________ market research method.

Accepted Answer

A)  exploratory
B)  conclusive
C)  observational
D)  syndicated
E)  invalid

Question 8

Marvin is looking for data to help him with a new market research study assigned to him.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to:

Accepted Answer

A)  how the secondary data were collected.
B)  where the data were warehoused.
C)  whether or not the Census Bureau has certified the research.
D)  whether the data were transformed into information.
E)  how often primary data was substituted for secondary data.

Question 9

What is the major advantage of primary data collection,compared to the use of secondary data?

Accepted Answer

It can be tailored t...

Question 10

Which of the following is an unstructured question?

Accepted Answer

A)  "What are the most important characteristics for choosing a brand of shampoo?"
B)  "How satisfied were you with your last shampoo purchase: very unsatisfied,unsatisfied,neutral,satisfied,or very satisfied?"
C)  "Were you happy with the quality of the shampoo you purchased (Yes / No) ?"
D)  "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important) ,how important is fragrance when choosing a shampoo?"
E)  "How many brands of shampoo have you purchased in the past year: 0,1,2,3,4,5,or more than 5?"

Question 11

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

Accepted Answer

A)  The layout should be professional and easy to follow.
B)  Questions should only address one issue at a time.
C)  Questions should be sequenced appropriately.
D)  Questions should use vocabulary respondents are familiar with.
E)  Sensitive questions should be asked first.

Question 12

If a marketing researcher encounters severe time constraints,which of the following types of data sources would probably be available soonest?

Accepted Answer

A)  Syndicated data
B)  Focus group data
C)  Experimental data
D)  Panel data
E)  Survey data

Question 13

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership.He has customers' mailing and e-mail addresses.Charles will likely use an online survey primarily because it offers:

Accepted Answer

A)  relatively low response rates.
B)  the ability to share video with respondents.
C)  the ability to ask sensitive questions with anonymity.
D)  fast responses at a lower cost.
E)  the opportunity to survey both existing and potential customers.

Question 14

In a focus group,researchers usually videotape the session in order to:

Accepted Answer

A)  evaluate the potential for in-depth interviews.
B)  assess both verbal and nonverbal responses.
C)  post the videos on the corporate website.
D)  avoid asking repetitive questions.
E)  create survey instruments to send to the participants.

Question 15

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements best describes secondary data?

Accepted Answer

A)  Secondary data are pieces of information that have been collected prior to the start of the focal research project.
B)  Secondary data are those data collected to address specific research needs.
C)  Secondary data collection is always extremely time consuming and expensive.
D)  Secondary data will always meet the researchers' needs.
E)  None of these.

Question 17

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be:

Accepted Answer

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

Question 18

In questionnaire design,a question such as,"When was the first time you went to a dentist?" suffers from the problem of a question:

Accepted Answer

A)  that 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 19

Ron is opening a new Internet-based marketing business.He finds a wealth of data on a web design company's site.This site describes the tremendous sales potential for Internet-based marketing companies.Ron should:

Accepted Answer

A)  base his projections on the information provided.
B)  offer to share his Internet sales experience with the site.
C)  be cautious,because the data may be more promotional than trustworthy.
D)  contact the company and ask if the data is derived from census information.
E)  collect primary data to confirm the web design company's data.

Question 20

Before conducting market research,the first question to ask is,"What are we trying to learn?"

Accepted Answer

A) True 
 B)False

Exam 9: Marketing Research

In the infamous Coke-New Coke taste test,54 percent of consumers,using a blind taste test,preferred the New Coke formula.This is an example of a(n) _________________ market research method.

Correct Answer
verified

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership.He has customers' mailing and e-mail addresses.Charles will likely use an online survey primarily because it offers:

Correct Answer
verified

If a marketing researcher encounters severe time constraints,which of the following types of data sources would probably be available soonest?

Correct Answer
verified

What is the major advantage of primary data collection,compared to the use of secondary data?

Correct Answer
verified
It can be tailored t...
View Answer

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be:

Correct Answer
verified

In questionnaire design,a question such as,"When was the first time you went to a dentist?" suffers from the problem of a question:

Correct Answer
verified

The many incidents of identity theft and scams falsely presented to consumers as market research surveys have made:

Correct Answer
verified

How can a small business do market research on a shoestring budget?

Correct Answer
verified
Customers can provide a wealth of inform...
View Answer

Correct Answer
verified
First,a focus group is exploratory resea...
View Answer

Before conducting market research,the first question to ask is,"What are we trying to learn?"

Correct Answer
verified

In what type of research situations would market researchers use in-depth interviews?

Correct Answer
verified
Though in-depth interviews take time and...
View Answer

In a focus group,researchers usually videotape the session in order to:

Correct Answer
verified

Marvin is looking for data to help him with a new market research study assigned to him.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to:

Correct Answer
verified

Ron is opening a new Internet-based marketing business.He finds a wealth of data on a web design company's site.This site describes the tremendous sales potential for Internet-based marketing companies.Ron should:

Correct Answer
verified

Which of the following is an unstructured question?

Correct Answer
verified

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Correct Answer
verified

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need ___________________ data to address the questions in his market research study.

Correct Answer
verified

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

Correct Answer
verified

When a research team has gathered data for specific research needs this is known as:

Correct Answer
verified

Which of the following statements best describes secondary data?

Correct Answer
verified

Exam 9: Marketing Research

In the infamous Coke-New Coke taste test,54 percent of consumers,using a blind taste test,preferred the New Coke formula.This is an example of a(n) _________________ market research method.

Correct AnswerverifiedShow Answer

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership.He has customers' mailing and e-mail addresses.Charles will likely use an online survey primarily because it offers:

Correct AnswerverifiedShow Answer

If a marketing researcher encounters severe time constraints,which of the following types of data sources would probably be available soonest?

Correct AnswerverifiedShow Answer

What is the major advantage of primary data collection,compared to the use of secondary data?

Correct AnswerverifiedIt can be tailored t...View AnswerShow Answer

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be:

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as,"When was the first time you went to a dentist?" suffers from the problem of a question:

Correct AnswerverifiedShow Answer

The many incidents of identity theft and scams falsely presented to consumers as market research surveys have made:

Correct AnswerverifiedShow Answer

How can a small business do market research on a shoestring budget?

Correct AnswerverifiedCustomers can provide a wealth of inform...View AnswerShow Answer

Correct AnswerverifiedFirst,a focus group is exploratory resea...View AnswerShow Answer

Before conducting market research,the first question to ask is,"What are we trying to learn?"

Correct AnswerverifiedShow Answer

In what type of research situations would market researchers use in-depth interviews?

Correct AnswerverifiedThough in-depth interviews take time and...View AnswerShow Answer

In a focus group,researchers usually videotape the session in order to:

Correct AnswerverifiedShow Answer

Marvin is looking for data to help him with a new market research study assigned to him.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to:

Correct AnswerverifiedShow Answer

Ron is opening a new Internet-based marketing business.He finds a wealth of data on a web design company's site.This site describes the tremendous sales potential for Internet-based marketing companies.Ron should:

Correct AnswerverifiedShow Answer

Which of the following is an unstructured question?

Correct AnswerverifiedShow Answer

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Correct AnswerverifiedShow Answer

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need ___________________ data to address the questions in his market research study.

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

Correct AnswerverifiedShow Answer

When a research team has gathered data for specific research needs this is known as:

Correct AnswerverifiedShow Answer

Which of the following statements best describes secondary data?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
It can be tailored t...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Customers can provide a wealth of inform...
View Answer

Correct Answer
verified
First,a focus group is exploratory resea...
View Answer

Correct Answer
verified

Correct Answer
verified
Though in-depth interviews take time and...
View 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