Question 1

Explain what advantages a company might gain in using an intranet.

Accepted Answer

An intranet is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases. Having access to an intranet allows salespeople and sales managers in the field to access company records and to directly enter their reports into the system. Marketing managers in the home office can use an intranet to get daily or weekly sales data by brand or product line.

Question 2

SwimFit produces gear for swimmers, including suits, goggles, swim caps, and ear plugs. SwimFit wants to improve the quality of its goggles to match or surpass the quality of the product category leader. Which of the following is SwimFit most likely to use to find out more about how its competitor's product is made?

Accepted Answer

A)  syndicated research 
B)  customer insights 
C)  predictive technology 
D)  mystery shoppers 
E)  reverse engineering 
A)  syndicated research 
B)  customer insights 
C)  predictive technology 
D)  mystery shoppers 
E)  reverse engineering E

Question 3

An independent grocer who wants to know if cocktail sauce and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

Accepted Answer

A)  longitudinal 
B)  exploratory 
C)  latitudinal 
D)  ethnographic 
E)  causal 
A)  longitudinal 
B)  exploratory 
C)  latitudinal 
D)  ethnographic 
E)  causal E

Question 4

Two brothers own a hair salon. One believes they could have more business if they mailed out $5-off coupons to people living within a five-mile radius of the shop. The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment. (The newspaper goes to everyone in the area.) What type of market research can they use to determine whose idea would be more profitable? Explain your answer.

Accepted Answer

Causal research could be used to underst

Question 5

In causal research, factors that might be responsible for causing a change are called ________.

Accepted Answer

A)  predictive techniques 
B)  obtrusive measures 
C)  unobtrusive measures 
D)  dependent variables 
E)  independent variables 
A)  predictive techniques 
B)  obtrusive measures 
C)  unobtrusive measures 
D)  dependent variables 
E)  independent variables

Question 6

Discuss the advantages of each of the main data collection methods.

Accepted Answer

The main data collection methods are mai

Question 7

Data that have been collected for some other purpose than to answer the question at hand are called ________.

Accepted Answer

A)  primary data 
B)  secondary data 
C)  mined data 
D)  experimental data 
E)  ethnographic data 
A)  primary data 
B)  secondary data 
C)  mined data 
D)  experimental data 
E)  ethnographic data

Question 8

Six women were invited to participate in a discussion on motels, hotels, and resorts. A discussion leader first asked them what differentiated motels, hotels, and resort accommodations. Then she asked them to identify all the amenities they expect to find in overnight accommodations. These six women and their group leader participated in a(n) ________.

Accepted Answer

A)  intercept 
B)  questionnaire 
C)  expert panel 
D)  case study 
E)  focus group 
A)  intercept 
B)  questionnaire 
C)  expert panel 
D)  case study 
E)  focus group

Question 9

Intercept research is a commonly used type of face-to-face interview.

Accepted Answer

A) True 
 B)False

Question 10

Prior to setting up its Thanksgiving Turkey Hotline, a packaged foods company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer. In research terms, this company conducted ________.

Accepted Answer

A)  focus groups 
B)  face-to-face interviews 
C)  ethnographic research 
D)  telemarketing 
E)  observational research 
A)  focus groups 
B)  face-to-face interviews 
C)  ethnographic research 
D)  telemarketing 
E)  observational research

Question 11

Which type of research tends to generate nonnumeric results that provide detailed verbal or visual information about consumers' attitudes, feelings, and buying behaviors?

Accepted Answer

A)  data mining 
B)  qualitative research 
C)  quantitative research 
D)  causal research 
E)  descriptive research 
A)  data mining 
B)  qualitative research 
C)  quantitative research 
D)  causal research 
E)  descriptive research

Question 12

Which of the following is NOT a survey method for data collection?

Accepted Answer

A)  online questionnaires 
B)  mail questionnaires 
C)  intercepts 
D)  observations 
E)  face-to-face interviews 
A)  online questionnaires 
B)  mail questionnaires 
C)  intercepts 
D)  observations 
E)  face-to-face interviews

Question 13

Over the course of two weeks, a trained researcher visited a home with three preschool-aged children every day to observe the children's bath time. This is an example of ________.

Accepted Answer

A)  a focus group 
B)  experimental research 
C)  mechanical observation 
D)  descriptive research 
E)  ethnography 
A)  a focus group 
B)  experimental research 
C)  mechanical observation 
D)  descriptive research 
E)  ethnography

Question 14

Exploratory research is typically large scale and more expensive than other research techniques.

Accepted Answer

A) True 
 B)False

Question 15

In the market research process, it is essential for marketers to define the research problem. What does this mean?

Accepted Answer

The word problem doesn't necessarily mea

Question 16

Managers of a movie theater company want to learn more about what types of premium services their customers who participate in the theater's loyalty program most desire and would be willing to pay a premium price for. The managers use a computer program that selects customers in a lottery style from the company's database to receive an online survey and loyalty points for completing the survey about premium services. What kind of sampling technique do the movie theater managers use?

Accepted Answer

A)  simple random sampling 
B)  nonprobability sampling 
C)  stratified sampling 
D)  systematic sampling 
E)  convenience sampling 
A)  simple random sampling 
B)  nonprobability sampling 
C)  stratified sampling 
D)  systematic sampling 
E)  convenience sampling

Question 17

A group of investors wants to bring a minor league baseball team to a community of 100,000 to create hometown spirit and offer a new form of family entertainment. The group surveyed people in the community to see if they would attend the games, how frequently they would attend, and whether the location of the proposed baseball stadium was acceptable. This survey is an example of ________.

Accepted Answer

A)  data mining 
B)  a secondary internal source 
C)  longitudinal data 
D)  a primary data source 
E)  a secondary external source 
A)  data mining 
B)  a secondary internal source 
C)  longitudinal data 
D)  a primary data source 
E)  a secondary external source

Question 18

Which of the following lists the three important components of a basic marketing information system (MIS)?

Accepted Answer

A)  competitive intelligence, internal records, and all sales personnel 
B)  existing data, market researchers to gather more data, and the technology to convert those data into information 
C)  managers at all levels, corporate culture, and internal data 
D)  data, computer hardware and software, and output for marketing decision makers 
E)  information resources, technical experts, and marketing managers 
A)  competitive intelligence, internal records, and all sales personnel 
B)  existing data, market researchers to gather more data, and the technology to convert those data into information 
C)  managers at all levels, corporate culture, and internal data 
D)  data, computer hardware and software, and output for marketing decision makers 
E)  information resources, technical experts, and marketing managers

Question 19

Which of the following is NOT an advantage of online questionnaires?

Accepted Answer

A)  speed 
B)  low costs 
C)  almost instantaneous results 
D)  control over who respondents are 
E)  no geographic restrictions 
A)  speed 
B)  low costs 
C)  almost instantaneous results 
D)  control over who respondents are 
E)  no geographic restrictions

Question 20

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

Accepted Answer

A) True 
 B)False

Explain what advantages a company might gain in using an intranet.

An independent grocer who wants to know if cocktail sauce and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

In causal research, factors that might be responsible for causing a change are called ________.

Discuss the advantages of each of the main data collection methods.

Data that have been collected for some other purpose than to answer the question at hand are called ________.

Intercept research is a commonly used type of face-to-face interview.

Prior to setting up its Thanksgiving Turkey Hotline, a packaged foods company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer. In research terms, this company conducted ________.

Which type of research tends to generate nonnumeric results that provide detailed verbal or visual information about consumers' attitudes, feelings, and buying behaviors?

Which of the following is NOT a survey method for data collection?

Over the course of two weeks, a trained researcher visited a home with three preschool-aged children every day to observe the children's bath time. This is an example of ________.

Exploratory research is typically large scale and more expensive than other research techniques.

In the market research process, it is essential for marketers to define the research problem. What does this mean?

Which of the following lists the three important components of a basic marketing information system (MIS)?

Which of the following is NOT an advantage of online questionnaires?

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters

Exam 4: Market Research

Explain what advantages a company might gain in using an intranet.

An independent grocer who wants to know if cocktail sauce and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

In causal research, factors that might be responsible for causing a change are called ________.

Discuss the advantages of each of the main data collection methods.

Data that have been collected for some other purpose than to answer the question at hand are called ________.

Intercept research is a commonly used type of face-to-face interview.

Prior to setting up its Thanksgiving Turkey Hotline, a packaged foods company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer. In research terms, this company conducted ________.

Which type of research tends to generate nonnumeric results that provide detailed verbal or visual information about consumers' attitudes, feelings, and buying behaviors?

Which of the following is NOT a survey method for data collection?

Over the course of two weeks, a trained researcher visited a home with three preschool-aged children every day to observe the children's bath time. This is an example of ________.

Exploratory research is typically large scale and more expensive than other research techniques.

In the market research process, it is essential for marketers to define the research problem. What does this mean?

Which of the following lists the three important components of a basic marketing information system (MIS)?

Which of the following is NOT an advantage of online questionnaires?

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters