Question 1

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

Accepted Answer

Qualitative research techniques are rela

Question 2

The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

Accepted Answer

A) True 
 B)False

Question 3

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Accepted Answer

A) visual perception test 
B) Rorschach Ink-blot Test 
C) story completion test 
D) Thematic Apperception Test 
E) Renfrew Action Picture Test 
A) visual perception test 
B) Rorschach Ink-blot Test 
C) story completion test 
D) Thematic Apperception Test 
E) Renfrew Action Picture Test

Question 4

Suppose,as a marketing manager of a firm,you have planned to conduct a market research using qualitative measures.For the purpose of developing consumer insight you have distributed among the respondents a picture of a man and woman in a coffee shop,and have asked the respondents to make up a story about what is happening in the picture.Identify and define the type of question used in this case.

Accepted Answer

The marketing manager has used Thematic

Question 5

Owing to its greater flexibility,a questionnaire is by far the most common instrument used to collect primary data.

Accepted Answer

A) True 
 B)False

Question 6

Once they have determined the sampling unit,marketers must develop a sampling frame so that a small section in the target population has a greater chance of being sampled.

Accepted Answer

A) True 
 B)False

Question 7

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Accepted Answer

A) the scientific method 
B) research creativity 
C) multiple methods 
D) ethical marketing 
E) independence of models and data 
A) the scientific method 
B) research creativity 
C) multiple methods 
D) ethical marketing 
E) independence of models and data

Question 8

Give reasons to justify that online research is versatile.

Accepted Answer

Increased broadband penetration offers o

Question 9

Secondary data are data freshly gathered for a specific purpose or for a specific research project.

Accepted Answer

A) True 
 B)False

Question 10

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

There are many challenges to conducting

Question 12

The purpose of causal research is to test a cause-and-effect relationship.

Accepted Answer

A) True 
 B)False

Question 13

Highspeed Motors is planning to introduce its new sports bike into the market.It collects data on prices,designs,features,and performance of sports bikes manufactured by other companies from their respective Web sites.What type of data is being used by Highspeed motors in this case?

Accepted Answer

Highspeed Motors is

Question 14

Unistar Inc. ,is an FMCG company that produces a wide range of offerings such as grocery items and personal care products.If Unistar wants to estimate the demand for its new line of body moisturizers,which are all priced at $18,it should opt for ________ research.

Accepted Answer

A) descriptive 
B) exploratory 
C) prescriptive 
D) causal 
E) qualitative 
A) descriptive 
B) exploratory 
C) prescriptive 
D) causal 
E) qualitative

Question 15

Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

Accepted Answer

A) True 
 B)False

Question 16

Copra,a manufacturer of cigarettes,conducts a survey before launching its new range of herbal cigarettes.What is the basic purpose of undertaking such a survey by Copra?

Accepted Answer

Copra undertakes the survey to

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

The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Owing to its greater flexibility,a questionnaire is by far the most common instrument used to collect primary data.

Once they have determined the sampling unit,marketers must develop a sampling frame so that a small section in the target population has a greater chance of being sampled.

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Give reasons to justify that online research is versatile.

Secondary data are data freshly gathered for a specific purpose or for a specific research project.

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

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

The purpose of causal research is to test a cause-and-effect relationship.

Highspeed Motors is planning to introduce its new sports bike into the market.It collects data on prices,designs,features,and performance of sports bikes manufactured by other companies from their respective Web sites.What type of data is being used by Highspeed motors in this case?

Unistar Inc. ,is an FMCG company that produces a wide range of offerings such as grocery items and personal care products.If Unistar wants to estimate the demand for its new line of body moisturizers,which are all priced at $18,it should opt for ________ research.

Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

Copra,a manufacturer of cigarettes,conducts a survey before launching its new range of herbal cigarettes.What is the basic purpose of undertaking such a survey by Copra?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 4: Conducting Marketing Research

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

The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Owing to its greater flexibility,a questionnaire is by far the most common instrument used to collect primary data.

Once they have determined the sampling unit,marketers must develop a sampling frame so that a small section in the target population has a greater chance of being sampled.

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Give reasons to justify that online research is versatile.

Secondary data are data freshly gathered for a specific purpose or for a specific research project.

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

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

The purpose of causal research is to test a cause-and-effect relationship.

Highspeed Motors is planning to introduce its new sports bike into the market.It collects data on prices,designs,features,and performance of sports bikes manufactured by other companies from their respective Web sites.What type of data is being used by Highspeed motors in this case?

Unistar Inc. ,is an FMCG company that produces a wide range of offerings such as grocery items and personal care products.If Unistar wants to estimate the demand for its new line of body moisturizers,which are all priced at $18,it should opt for ________ research.

Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

Copra,a manufacturer of cigarettes,conducts a survey before launching its new range of herbal cigarettes.What is the basic purpose of undertaking such a survey by Copra?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters