Question 1

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

Accepted Answer

A)  The U.S. Government's Survey of Current Business 
B)  Who's Who in American Industry 
C)  Thomson Gale's Encyclopedia of Associations 
D)  Catalog of U.S. Government Publications 
A)  The U.S. Government's Survey of Current Business 
B)  Who's Who in American Industry 
C)  Thomson Gale's Encyclopedia of Associations 
D)  Catalog of U.S. Government Publications C

Question 2

Sales of your frozen yogurt are down, so you've started a research project aimed at answering the question, "How can we improve the effectiveness of our advertising?" You've also conducted informal interviews with customers, suppliers, and retailers. Which steps in the research process have not yet been tackled?

Accepted Answer

A)  Conduct exploratory research 
B)  Define the problem 
C)  Formulate a hypothesis 
D)  Create a research design 
A)  Conduct exploratory research 
B)  Define the problem 
C)  Formulate a hypothesis 
D)  Create a research design C, D

Question 3

What is a research design? What are the factors that need to be considered by marketers while creating a research design?

Accepted Answer

A research design is a master plan or model for conducting marketing research, created by marketers to test hypotheses and find solutions to marketing problems.
While planning a research project, the marketers:
1) must be sure that the study will measure what they intend to measure and
2) select the respondents for the study before collecting the data.

Question 4

You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. ​
​
Your focus group sessions are an example of which of the following types of research?

Accepted Answer

A)  Marketing research 
B)  Conclusive research 
C)  Descriptive research 
D)  Exploratory research 
A)  Marketing research 
B)  Conclusive research 
C)  Descriptive research 
D)  Exploratory research

Question 5

While mail surveys are a common data collection method in developed countries, they are an unreliable means of gathering primary data in many foreign countries because of the:

Accepted Answer

A)  opinionated nature of target samples. 
B)  reticence of people in presence of others. 
C)  low literacy rates. 
D)  lack of basic telecommunications infrastructure. 
A)  opinionated nature of target samples. 
B)  reticence of people in presence of others. 
C)  low literacy rates. 
D)  lack of basic telecommunications infrastructure.

Question 6

The World Bank offers access to secondary data for companies looking to research global markets.

Accepted Answer

A) True 
 B)False

Question 7

Crock Pot has noticed a decline in sales for their counter top slow cooker appliances. The company would like to conduct research to determine the cause of the drop in sales. Which of the following research methods would be classified as secondary research?

Accepted Answer

A)  Industry reports on overall slow cooker sales in the United States. 
B)  Interpretive research conducted inside the homes of Crock Pot users. 
C)  Surveys sent to registered customers of Crock Pot. 
D)  Transcripts from focus groups that Crock Pot previously conducted to determine customer preferences on color and design. 
A)  Industry reports on overall slow cooker sales in the United States. 
B)  Interpretive research conducted inside the homes of Crock Pot users. 
C)  Surveys sent to registered customers of Crock Pot. 
D)  Transcripts from focus groups that Crock Pot previously conducted to determine customer preferences on color and design.

Question 8

McBurgers plans to introduce a new line of fish sandwiches to 15 stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?

Accepted Answer

A)  Test marketing 
B)  Exploratory research 
C)  Stratified sampling 
D)  Trend analysis 
A)  Test marketing 
B)  Exploratory research 
C)  Stratified sampling 
D)  Trend analysis

Question 9

Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and expectations. In writing the final report, Jack should remember to:

Accepted Answer

A)  include only the primary data collected as it is more specific for the current research. 
B)  direct his report toward the management and not other researchers. 
C)  elaborate on the technical details of the research methods in the introduction. 
D)  present the results to all key executives in separate meetings. 
A)  include only the primary data collected as it is more specific for the current research. 
B)  direct his report toward the management and not other researchers. 
C)  elaborate on the technical details of the research methods in the introduction. 
D)  present the results to all key executives in separate meetings.

Question 10

A _____ is a master plan created by a marketer for conducting market research.

Accepted Answer

A)  research cluster 
B)  research hypothesis 
C)  probability sample 
D)  research design 
A)  research cluster 
B)  research hypothesis 
C)  probability sample 
D)  research design

Question 11

Jake is determining which customers should be included in a study sample. According to this information, Jake is in which stage of the marketing research process?

Accepted Answer

A)  Formulating a hypothesis 
B)  Collecting data 
C)  Creating a research design 
D)  Defining a problem 
A)  Formulating a hypothesis 
B)  Collecting data 
C)  Creating a research design 
D)  Defining a problem

Question 12

What is a major source of information for U.S. companies that want to research global markets?

Accepted Answer

A)  Export.gov 
B)  Amazon.com 
C)  Google.com 
D)  Europa.eu 
A)  Export.gov 
B)  Amazon.com 
C)  Google.com 
D)  Europa.eu

Question 13

Which of the following is a limitation of secondary data not found in primary data?

Accepted Answer

A)  It is more expensive to collect and analyze than primary data. 
B)  It is not readily accessible to marketers. 
C)  It may not be completely relevant to the specific needs of the marketer. 
D)  It is usually in the form of raw data and hence not reliable. 
A)  It is more expensive to collect and analyze than primary data. 
B)  It is not readily accessible to marketers. 
C)  It may not be completely relevant to the specific needs of the marketer. 
D)  It is usually in the form of raw data and hence not reliable.

Question 14

A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.

Accepted Answer

A) True 
 B)False

Question 15

A car manufacturer would like to add a luxury electric SUV to their vehicle line up. Marketers at the manufacturer need to conduct research on customer reception to this type of vehicle. Which of the following could be classified as secondary data?

Accepted Answer

A)  Results from a survey conducted by a research company that the manufacturer hires. 
B)  Results from industry reports on luxury sales trends. 
C)  Internal sales reports on the manufacturer's electric car. 
D)  Focus group transcripts on customer reactions to the manufacturer's potential luxury electric SUV. 
A)  Results from a survey conducted by a research company that the manufacturer hires. 
B)  Results from industry reports on luxury sales trends. 
C)  Internal sales reports on the manufacturer's electric car. 
D)  Focus group transcripts on customer reactions to the manufacturer's potential luxury electric SUV.

Question 16

Which of the following is true of secondary data used in marketing research?

Accepted Answer

A)  It is the data collected for a specific market study. 
B)  It provides richer and more detailed information compared to primary data. 
C)  It is usually collected and compiled by the investigator conducting the study. 
D)  It requires less time and is less expensive to gather. 
A)  It is the data collected for a specific market study. 
B)  It provides richer and more detailed information compared to primary data. 
C)  It is usually collected and compiled by the investigator conducting the study. 
D)  It requires less time and is less expensive to gather.

Question 17

Data mining focuses on identifying relationships that are not obvious to the marketers.

Accepted Answer

A) True 
 B)False

Question 18

Using ______, a company like PetSmart could identify high-value customers and create promotions that would likely spur purchases.

Accepted Answer

A)  predictive analytics 
B)  online surveys 
C)  big data 
D)  aggregators 
A)  predictive analytics 
B)  online surveys 
C)  big data 
D)  aggregators

Question 19

Observation alone cannot supply all the necessary information as it is difficult to get exact demographic information from observation.

Accepted Answer

A) True 
 B)False

Question 20

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Accepted Answer

A) True 
 B)False

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

What is a research design? What are the factors that need to be considered by marketers while creating a research design?

You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. Your focus group sessions are an example of which of the following types of research?

While mail surveys are a common data collection method in developed countries, they are an unreliable means of gathering primary data in many foreign countries because of the:

The World Bank offers access to secondary data for companies looking to research global markets.

Crock Pot has noticed a decline in sales for their counter top slow cooker appliances. The company would like to conduct research to determine the cause of the drop in sales. Which of the following research methods would be classified as secondary research?

McBurgers plans to introduce a new line of fish sandwiches to 15 stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?

Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and expectations. In writing the final report, Jack should remember to:

A _____ is a master plan created by a marketer for conducting market research.

Jake is determining which customers should be included in a study sample. According to this information, Jake is in which stage of the marketing research process?

What is a major source of information for U.S. companies that want to research global markets?

Which of the following is a limitation of secondary data not found in primary data?

A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.

A car manufacturer would like to add a luxury electric SUV to their vehicle line up. Marketers at the manufacturer need to conduct research on customer reception to this type of vehicle. Which of the following could be classified as secondary data?

Which of the following is true of secondary data used in marketing research?

Data mining focuses on identifying relationships that are not obvious to the marketers.

Using ______, a company like PetSmart could identify high-value customers and create promotions that would likely spur purchases.

Observation alone cannot supply all the necessary information as it is difficult to get exact demographic information from observation.

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Marketing: the Art of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

E-Business: Managing the Customer Experience

Social Media: Living in the Connected World

Consumer Behavior

Business Markets and Buying Behavior

Global Marketing

Market Segmentation, Targeting, and Positioning

Product and Branding Concepts

Developing and Managing Products

Pricing Concepts

Pricing Strategies

Distribution Channels and Supply Chain Management

Retailing and Direct Marketing

Integrated Marketing Communications

Personal Selling and Sales Promotion

Creating A Marketing Plan

Financial Analysis In Marketing

Your Career In Marketing

Filters

Exam 10: Marketing Research

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

What is a research design? What are the factors that need to be considered by marketers while creating a research design?

While mail surveys are a common data collection method in developed countries, they are an unreliable means of gathering primary data in many foreign countries because of the:

The World Bank offers access to secondary data for companies looking to research global markets.

Crock Pot has noticed a decline in sales for their counter top slow cooker appliances. The company would like to conduct research to determine the cause of the drop in sales. Which of the following research methods would be classified as secondary research?

McBurgers plans to introduce a new line of fish sandwiches to 15 stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?

Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and expectations. In writing the final report, Jack should remember to:

A _____ is a master plan created by a marketer for conducting market research.

Jake is determining which customers should be included in a study sample. According to this information, Jake is in which stage of the marketing research process?

What is a major source of information for U.S. companies that want to research global markets?

Which of the following is a limitation of secondary data not found in primary data?

A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.

A car manufacturer would like to add a luxury electric SUV to their vehicle line up. Marketers at the manufacturer need to conduct research on customer reception to this type of vehicle. Which of the following could be classified as secondary data?

Which of the following is true of secondary data used in marketing research?

Data mining focuses on identifying relationships that are not obvious to the marketers.

Using ______, a company like PetSmart could identify high-value customers and create promotions that would likely spur purchases.

Observation alone cannot supply all the necessary information as it is difficult to get exact demographic information from observation.

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Marketing: the Art of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

E-Business: Managing the Customer Experience

Social Media: Living in the Connected World

Consumer Behavior

Business Markets and Buying Behavior

Global Marketing

Market Segmentation, Targeting, and Positioning

Product and Branding Concepts

Developing and Managing Products

Pricing Concepts

Pricing Strategies

Distribution Channels and Supply Chain Management

Retailing and Direct Marketing

Integrated Marketing Communications

Personal Selling and Sales Promotion

Creating A Marketing Plan

Financial Analysis In Marketing

Your Career In Marketing

Filters