Question 1

Your text describes the two main primary data collection methods as ________.

Accepted Answer

A)  descriptive and exploratory 
B)  causal and descriptive 
C)  survey and observation 
D)  direct and indirect 
E)  impersonal and personal 
A)  descriptive and exploratory 
B)  causal and descriptive 
C)  survey and observation 
D)  direct and indirect 
E)  impersonal and personal

Question 2

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Accepted Answer

A)  reverse engineering 
B)  ethnography 
C)  cross-sectional research 
D)  predictive engineering 
E)  sampling 
A)  reverse engineering 
B)  ethnography 
C)  cross-sectional research 
D)  predictive engineering 
E)  sampling

Question 3

Explain how the saying "garbage in, garbage out" relates to market research.

Accepted Answer

Marketers must have information that is

Question 4

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Accepted Answer

A)  latitudinal 
B)  cause-and-effect 
C)  longitudinal 
D)  cross-sectional 
E)  hierarchical 
A)  latitudinal 
B)  cause-and-effect 
C)  longitudinal 
D)  cross-sectional 
E)  hierarchical

Question 5

When Gap, Inc. was developing the concept for its chain of Old Navy stores, the company gave employees who fit the desired Old Navy customer profile $200 apiece. They set them loose on a shopping spree, and then interviewed them about what they purchased so these products would be on the Old Navy shelves when the stores opened. Gap, Inc. utilized what format of participant sampling?

Accepted Answer

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

Question 6

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

Accepted Answer

A)  conduct descriptive research 
B)  calculate the representative sample size 
C)  identify secondary data sources 
D)  select a primary data collection method 
E)  conduct qualitative research 
A)  conduct descriptive research 
B)  calculate the representative sample size 
C)  identify secondary data sources 
D)  select a primary data collection method 
E)  conduct qualitative research

Question 7

A catalog retailer specializes in ceramic figures, paintings, books, and other decorative items related to endangered animals. The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF). This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species. Provide several examples of primary and secondary data that the retailer can use in its market research investigating the possible benefits of this plan.

Accepted Answer

Students' answers to this question will

Question 8

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Accepted Answer

A marketing decision support system (MDS

Question 9

Which of the following would marketers most likely learn by "scraping the web"?

Accepted Answer

A)  which trends are emerging and what customers are talking about in real time 
B)  how consumers connect emotionally to the products they use on a daily basis 
C)  how consumers engage with different forms of visual marketing 
D)  what types of and how much media a consumer is exposed to in a given time period 
E)  who is watching which television shows at what time 
A)  which trends are emerging and what customers are talking about in real time 
B)  how consumers connect emotionally to the products they use on a daily basis 
C)  how consumers engage with different forms of visual marketing 
D)  what types of and how much media a consumer is exposed to in a given time period 
E)  who is watching which television shows at what time

Question 10

In general, a research report will NOT include ________.

Accepted Answer

A)  an executive summary of the report that covers the high points of the total report 
B)  a description of the research methodology 
C)  a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis 
D)  a discussion of limitations of the study 
E)  a situation analysis 
A)  an executive summary of the report that covers the high points of the total report 
B)  a description of the research methodology 
C)  a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis 
D)  a discussion of limitations of the study 
E)  a situation analysis

Question 11

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Accepted Answer

A) True 
 B)False

Question 12

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard and a dress shirt. She asked if Barry had the time to answer a few questions about the shirt. After Barry examined the shirt, the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt. Barry participated in a(n) ________.

Accepted Answer

A)  focus group 
B)  observational interview 
C)  expert panel 
D)  experimental interview 
E)  intercept 
A)  focus group 
B)  observational interview 
C)  expert panel 
D)  experimental interview 
E)  intercept

Question 13

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

Accepted Answer

A)  custom research 
B)  case study research 
C)  syndicated research 
D)  exploratory research 
E)  ethnographic research 
A)  custom research 
B)  case study research 
C)  syndicated research 
D)  exploratory research 
E)  ethnographic research

Question 14

Describe the basic market research process.

Accepted Answer

The market research process involves sev

Question 15

Which of the following is a major drawback of probability sampling?

Accepted Answer

A)  It can be time consuming. 
B)  The sample is proportionate to the population. 
C)  The most difficult population from which to obtain information is chosen. 
D)  Everyone has an equal chance of selection. 
E)  Marketers must rely on the judgment of the researcher in respondent selection. 
A)  It can be time consuming. 
B)  The sample is proportionate to the population. 
C)  The most difficult population from which to obtain information is chosen. 
D)  Everyone has an equal chance of selection. 
E)  Marketers must rely on the judgment of the researcher in respondent selection.

Question 16

Research design falls into the two broad categories of secondary research and primary research.

Accepted Answer

A) True 
 B)False

Question 17

A syndicated research report is an example of a secondary data source.

Accepted Answer

A) True 
 B)False

Question 18

Interpreted data is ________.

Accepted Answer

A)  primary data 
B)  secondary data 
C)  exploratory research 
D)  descriptive research 
E)  information 
A)  primary data 
B)  secondary data 
C)  exploratory research 
D)  descriptive research 
E)  information

Question 19

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Accepted Answer

A)  longitudinal assessments 
B)  statistical models 
C)  multidimensional scales 
D)  experiments 
E)  perceptual maps 
A)  longitudinal assessments 
B)  statistical models 
C)  multidimensional scales 
D)  experiments 
E)  perceptual maps

Question 20

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.

Accepted Answer

A) True 
 B)False

Your text describes the two main primary data collection methods as ________.

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Explain how the saying "garbage in, garbage out" relates to market research.

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Which of the following would marketers most likely learn by "scraping the web"?

In general, a research report will NOT include ________.

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

Describe the basic market research process.

Which of the following is a major drawback of probability sampling?

Research design falls into the two broad categories of secondary research and primary research.

A syndicated research report is an example of a secondary data source.

Interpreted data is ________.

Researchers design ________ to test predicted relationships among variables in a controlled environment.

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.

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

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Exam 4: Market Research

Your text describes the two main primary data collection methods as ________.

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Explain how the saying "garbage in, garbage out" relates to market research.

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Which of the following would marketers most likely learn by "scraping the web"?

In general, a research report will NOT include ________.

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

Describe the basic market research process.

Which of the following is a major drawback of probability sampling?

Research design falls into the two broad categories of secondary research and primary research.

A syndicated research report is an example of a secondary data source.

Interpreted data is ________.

Researchers design ________ to test predicted relationships among variables in a controlled environment.

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.

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