Question 1

Explain qualitative research and why it might be useful to marketers. What are its major drawbacks?

Accepted Answer

Qualitative research techniques are rela

Question 2

Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.

Accepted Answer

A) True 
 B)False

Question 3

List the challenges faced to conduct a good focus group discussion.

Accepted Answer

There are many challenges to conducting

Question 4

Why must researchers avoid generalizing from focus group participants to the whole market?

Accepted Answer

A)  Participants' responses are not reliable. 
B)  Most of the participants are likely to be ignorant about the topic of discussion. 
C)  The size of the group is too small and the sample is not drawn randomly. 
D)  Most of the participants are likely to exhibit similar tastes and preferences. 
E)  The participants usually come from diverse backgrounds. 
A)  Participants' responses are not reliable. 
B)  Most of the participants are likely to be ignorant about the topic of discussion. 
C)  The size of the group is too small and the sample is not drawn randomly. 
D)  Most of the participants are likely to exhibit similar tastes and preferences. 
E)  The participants usually come from diverse backgrounds.

Question 5

Discuss the different ways that can be adopted by small manufacturing firms to conduct market research.

Accepted Answer

The small firms can adopt the following

Question 6

________ research is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

Accepted Answer

A)  Experimental 
B)  Behavioral 
C)  Observational 
D)  Focus group 
E)  Descriptive 
A)  Experimental 
B)  Behavioral 
C)  Observational 
D)  Focus group 
E)  Descriptive

Question 7

Because of its flexibility, ________ are the most common technique of collecting primary data.

Accepted Answer

A)  questionnaires 
B)  telephonic interviews 
C)  behavioral research studies 
D)  experimental designs 
E)  focus groups 
A)  questionnaires 
B)  telephonic interviews 
C)  behavioral research studies 
D)  experimental designs 
E)  focus groups

Question 8

Which of the following rules must be kept in mind while framing a questionnaire?

Accepted Answer

A)  Use broad and loosely defined words in the questions. 
B)  Avoid using response bands. 
C)  Ensure that fixed responses overlap. 
D)  Frame hypothetical questions. 
E)  Allow for the answer "other" in fixed-response questions. 
A)  Use broad and loosely defined words in the questions. 
B)  Avoid using response bands. 
C)  Ensure that fixed responses overlap. 
D)  Frame hypothetical questions. 
E)  Allow for the answer "other" in fixed-response questions.

Question 9

The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question.

Accepted Answer

A)  semantic differential 
B)  word association 
C)  completely unstructured 
D)  story completion 
E)  dichotomous 
A)  semantic differential 
B)  word association 
C)  completely unstructured 
D)  story completion 
E)  dichotomous

Question 10

The response rate is usually very high for mail questionnaires.

Accepted Answer

A) True 
 B)False

Question 11

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?

Accepted Answer

A)  observational research 
B)  descriptive research 
C)  quantitative research 
D)  survey research 
E)  experimental research 
A)  observational research 
B)  descriptive research 
C)  quantitative research 
D)  survey research 
E)  experimental research

Question 13

________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.

Accepted Answer

A)  Tachistoscopes 
B)  Polygraphs 
C)  GPS systems 
D)  Audiometers 
E)  Galvanometers 
A)  Tachistoscopes 
B)  Polygraphs 
C)  GPS systems 
D)  Audiometers 
E)  Galvanometers

Question 14

When American Airlines asked "1) What types of first-class passengers would respond most to ultra high-speed Wi-Fi service and 2) How many are likely to use it at different price levels?", it was ________.

Accepted Answer

A)  setting specific research objectives 
B)  conducting exploratory research 
C)  outlining decisions 
D)  defining the problem 
E)  designing a research plan 
A)  setting specific research objectives 
B)  conducting exploratory research 
C)  outlining decisions 
D)  defining the problem 
E)  designing a research plan

Question 15

The Nielsen Company and IRI are examples of ________, or firms that gather consumer and trade information which they sell for a fee.

Accepted Answer

A)  customer marketing research firms 
B)  internal marketing insights departments 
C)  qualitative marketing intelligence agencies 
D)  syndicated-service research firms 
E)  specialty-line marketing research firms 
A)  customer marketing research firms 
B)  internal marketing insights departments 
C)  qualitative marketing intelligence agencies 
D)  syndicated-service research firms 
E)  specialty-line marketing research firms

Question 16

The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.

Accepted Answer

A)  experimental research 
B)  dashboarding 
C)  laddering 
D)  semantic differentials 
E)  word associations 
A)  experimental research 
B)  dashboarding 
C)  laddering 
D)  semantic differentials 
E)  word associations

Question 17

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by ________.

Accepted Answer

A)  studying customer behavior 
B)  forming alliances with competing firms 
C)  using experimental research techniques 
D)  checking out rivals 
E)  tapping into marketing partner expertise 
A)  studying customer behavior 
B)  forming alliances with competing firms 
C)  using experimental research techniques 
D)  checking out rivals 
E)  tapping into marketing partner expertise

Question 18

After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, researchers ________.

Accepted Answer

A)  define the problem, the decision alternatives, and the research objectives 
B)  present findings relevant to the major marketing decisions facing management 
C)  evaluate the costs associated with data collected 
D)  analyze the appropriateness of the data sources used 
E)  develop the research plan 
A)  define the problem, the decision alternatives, and the research objectives 
B)  present findings relevant to the major marketing decisions facing management 
C)  evaluate the costs associated with data collected 
D)  analyze the appropriateness of the data sources used 
E)  develop the research plan

Question 19

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.

Accepted Answer

A) True 
 B)False

Question 20

When Bank of America followed female baby boomers at home and while they shopped to observe things the shoppers might not have been able to articulate, they were using ethnographic research.

Accepted Answer

A) True 
 B)False

Exam 4: Conducting Marketing Research

Explain qualitative research and why it might be useful to marketers. What are its major drawbacks?

Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.

List the challenges faced to conduct a good focus group discussion.

Why must researchers avoid generalizing from focus group participants to the whole market?

Discuss the different ways that can be adopted by small manufacturing firms to conduct market research.

________ research is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

Because of its flexibility, ________ are the most common technique of collecting primary data.

Which of the following rules must be kept in mind while framing a questionnaire?

The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question.

The response rate is usually very high for mail questionnaires.

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?

________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.

When American Airlines asked "1) What types of first-class passengers would respond most to ultra high-speed Wi-Fi service and 2) How many are likely to use it at different price levels?", it was ________.

The Nielsen Company and IRI are examples of ________, or firms that gather consumer and trade information which they sell for a fee.

The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by ________.

After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, researchers ________.

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.

When Bank of America followed female baby boomers at home and while they shopped to observe things the shoppers might not have been able to articulate, they were using ethnographic research.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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