Question 1

What are some of the limitations of observational research?

Accepted Answer

Some things simply cannot be observed, s

Question 2

Happy Pets, a company manufacturing pet foods and accessories, created a membership club for its regular customers called "I Love My Pet." This group consists of animal lovers selected by the company to complete product-related polls, chat with product developers, and provide feedback about specific products. Which of the following best describes "I Love My Pet"?

Accepted Answer

A)  primary group 
B)  immersion group 
C)  mob 
D)  dyad 
E)  triad 
A)  primary group 
B)  immersion group 
C)  mob 
D)  dyad 
E)  triad

Question 3

Information collected from Internet search engines is an example of ________.

Accepted Answer

A)  primary data 
B)  secondary data 
C)  binary data 
D)  low-level data 
E)  disposable data 
A)  primary data 
B)  secondary data 
C)  binary data 
D)  low-level data 
E)  disposable data

Question 4

Ramona Adams, a marketing manager working in an American firm, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Ramona is involved in ________ research.

Accepted Answer

A)  exploratory 
B)  descriptive 
C)  causal 
D)  constructive 
E)  ethnographic 
A)  exploratory 
B)  descriptive 
C)  causal 
D)  constructive 
E)  ethnographic

Question 5

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.

Accepted Answer

A)  niche marketing 
B)  experimental research 
C)  product differentiation 
D)  ethnographic research 
E)  viral marketing 
A)  niche marketing 
B)  experimental research 
C)  product differentiation 
D)  ethnographic research 
E)  viral marketing

Question 6

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is the final step of the marketing research process?

Accepted Answer

A)  developing the research plan 
B)  implementing the research plan 
C)  interpreting and reporting the findings 
D)  selecting a research agency 
E)  defining the research objectives 
A)  developing the research plan 
B)  implementing the research plan 
C)  interpreting and reporting the findings 
D)  selecting a research agency 
E)  defining the research objectives

Question 8

Which of the following is a disadvantage of online focus groups?

Accepted Answer

A)  Responses are not instantaneous. 
B)  Controlling the online sample is difficult. 
C)  Results take a long time to tabulate and analyze. 
D)  Facility, technology, and travel costs are very high. 
E)  Researchers are unable to view the sessions in real-time. 
A)  Responses are not instantaneous. 
B)  Controlling the online sample is difficult. 
C)  Results take a long time to tabulate and analyze. 
D)  Facility, technology, and travel costs are very high. 
E)  Researchers are unable to view the sessions in real-time.

Question 9

Kinger Burgers came out with a new hamburger and, before including it into its main menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different places, planning to using the information to help them set a nationwide price for the new offering. This is an example of ________.

Accepted Answer

A)  ethnographic research 
B)  descriptive research 
C)  DIY research 
D)  experimental research 
E)  survey research 
A)  ethnographic research 
B)  descriptive research 
C)  DIY research 
D)  experimental research 
E)  survey research

Question 10

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

Accepted Answer

A)  quota sample 
B)  judgment sample 
C)  convenience sample 
D)  stratified random sample 
E)  simple random sample 
A)  quota sample 
B)  judgment sample 
C)  convenience sample 
D)  stratified random sample 
E)  simple random sample

Question 11

Mail questionnaires can be used to collect large amounts of information at a low cost per respondent.

Accepted Answer

A) True 
 B)False

Question 12

Primary data consist of ________.

Accepted Answer

A)  data that does not age 
B)  data obtained from the public domain 
C)  information collected for the specific purpose at hand 
D)  information that already exists somewhere, having been collected for another purpose 
E)  information that is the least expensive and the easiest to obtain 
A)  data that does not age 
B)  data obtained from the public domain 
C)  information collected for the specific purpose at hand 
D)  information that already exists somewhere, having been collected for another purpose 
E)  information that is the least expensive and the easiest to obtain

Question 13

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

Accepted Answer

A)  causal research 
B)  constructive research 
C)  statistical research 
D)  descriptive research 
E)  exploratory research 
A)  causal research 
B)  constructive research 
C)  statistical research 
D)  descriptive research 
E)  exploratory research

Question 14

Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.

Accepted Answer

A)  eliminate employee turnover 
B)  achieve a high degree of employee empowerment 
C)  gain competitive advantage 
D)  gain access to mass markets 
E)  eliminate resource dependency 
A)  eliminate employee turnover 
B)  achieve a high degree of employee empowerment 
C)  gain competitive advantage 
D)  gain access to mass markets 
E)  eliminate resource dependency

Question 15

A sample is a segment of the population selected for marketing research to represent the population as a whole.

Accepted Answer

A) True 
 B)False

Question 16

Customer relationship management (CRM) helps manage detailed information about individual customers and maximize customer loyalty.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true about survey research?

Accepted Answer

A)  It involves sending observers to watch and interact with consumers in their natural environments. 
B)  It is best suited for gathering causal information. 
C)  It involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. 
D)  The level of flexibility in survey research is lower than most other research methodologies. 
E)  Survey research is the most widely used method for primary data collection. 
A)  It involves sending observers to watch and interact with consumers in their natural environments. 
B)  It is best suited for gathering causal information. 
C)  It involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. 
D)  The level of flexibility in survey research is lower than most other research methodologies. 
E)  Survey research is the most widely used method for primary data collection.

Question 18

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Accepted Answer

A)  Observational research 
B)  Survey research 
C)  Telephone interviewing 
D)  Causal research 
E)  Group interviewing 
A)  Observational research 
B)  Survey research 
C)  Telephone interviewing 
D)  Causal research 
E)  Group interviewing

Question 19

Experimental research is best suited for gathering descriptive information.

Accepted Answer

A) True 
 B)False

Question 20

Briefly compare the different types of research approaches for gathering primary data.

Accepted Answer

Research approaches for gathering primar

What are some of the limitations of observational research?

Information collected from Internet search engines is an example of ________.

Ramona Adams, a marketing manager working in an American firm, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Ramona is involved in ________ research.

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

Which of the following is the final step of the marketing research process?

Which of the following is a disadvantage of online focus groups?

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

Mail questionnaires can be used to collect large amounts of information at a low cost per respondent.

Primary data consist of ________.

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.

A sample is a segment of the population selected for marketing research to represent the population as a whole.

Customer relationship management (CRM) helps manage detailed information about individual customers and maximize customer loyalty.

Which of the following is true about survey research?

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Experimental research is best suited for gathering descriptive information.

Briefly compare the different types of research approaches for gathering primary data.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

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Exam 4: Managing Marketing Information to Gain Customer Insights

What are some of the limitations of observational research?

Information collected from Internet search engines is an example of ________.

Ramona Adams, a marketing manager working in an American firm, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Ramona is involved in ________ research.

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

Which of the following is the final step of the marketing research process?

Which of the following is a disadvantage of online focus groups?

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?

Mail questionnaires can be used to collect large amounts of information at a low cost per respondent.

Primary data consist of ________.

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.

A sample is a segment of the population selected for marketing research to represent the population as a whole.

Customer relationship management (CRM) helps manage detailed information about individual customers and maximize customer loyalty.

Which of the following is true about survey research?

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Experimental research is best suited for gathering descriptive information.

Briefly compare the different types of research approaches for gathering primary data.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters