Question 1

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

Accepted Answer

A) True 
 B)False

Question 2

Mail surveys and telephone interviews are the most common methods for conducting primary research in developing countries.

Accepted Answer

A) True 
 B)False

Question 3

Palmer Inc. recently changed its promotional strategies for marketing the products. The marketing team at Palmer has been asked to evaluate the target market and the marketing mix elements to find ways to improve the effectiveness of the marketing strategies. Since the firm already knows the purpose of its research, the next step in the marketing research process is to:

Accepted Answer

A)  create research design. 
B)  collect data. 
C)  formulate a hypothesis. 
D)  conduct exploratory research. 
A)  create research design. 
B)  collect data. 
C)  formulate a hypothesis. 
D)  conduct exploratory research.

Question 4

Keith is searching through computerized information files of customers to detect patterns in product sales. Keith is engaged in the process of:

Accepted Answer

A)  short-run forecasting. 
B)  ethnographic research. 
C)  data mining. 
D)  sales forecasting. 
A)  short-run forecasting. 
B)  ethnographic research. 
C)  data mining. 
D)  sales forecasting.

Question 5

In interpretive research, the researcher first spends an extensive amount of time studying the culture, and for that reason, the studies often are called _____ studies.

Accepted Answer

A)  ethnographic 
B)  exploratory research 
C)  anthropological exploration 
D)  sociolingual 
A)  ethnographic 
B)  exploratory research 
C)  anthropological exploration 
D)  sociolingual

Question 6

List the strengths and limitations of secondary data in comparison with primary data.

Accepted Answer

Secondary data offers two important adva

Question 7

Survey methods used in marketing research for collecting primary data involve the:

Accepted Answer

A)  use of Delphi technique. 
B)  review of sales data on customer purchase rates to estimate future sales. 
C)  analysis of historical census data. 
D)  use of questionnaires to obtain demographic information of consumers. 
A)  use of Delphi technique. 
B)  review of sales data on customer purchase rates to estimate future sales. 
C)  analysis of historical census data. 
D)  use of questionnaires to obtain demographic information of consumers.

Question 8

Secondary data has the advantage of being more completely relevant to the research than primary data.

Accepted Answer

A) True 
 B)False

Question 9

Market researchers follow the same basic steps for both domestic and international market research studies.

Accepted Answer

A) True 
 B)False

Question 10

Marketers looking for information on age, income, and population would access:

Accepted Answer

A)  census data. 
B)  industry reports. 
C)  research service information. 
D)  internal data. 
A)  census data. 
B)  industry reports. 
C)  research service information. 
D)  internal data.

Question 11

A well-defined problem allows the researcher to focus on securing the exact information needed to solve the problem.

Accepted Answer

A) True 
 B)False

Question 12

What has significantly changed the complexion of marketing research over the past few decades?

Accepted Answer

A)  Computer technology 
B)  Security concerns 
C)  Global conflicts 
D)  Fuel prices 
A)  Computer technology 
B)  Security concerns 
C)  Global conflicts 
D)  Fuel prices

Question 13

Walmart is evaluating its performance records of the previous years that are stored in its database. In addition to this, the company is also evaluating its previous year invoices. This evaluation process carried out by firms is called _____.

Accepted Answer

A)  sales analysis 
B)  financial iteration 
C)  market capitalization 
D)  interpretative research 
A)  sales analysis 
B)  financial iteration 
C)  market capitalization 
D)  interpretative research

Question 14

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true of focus groups used by marketers to gather primary data?

Accepted Answer

A)  They elicit information from the customers through a question-and-answer format. 
B)  They allow participants to respond at their leisure. 
C)  They are typically used for measuring the success of a new product introduced in a specific area. 
D)  They are valuable tool for exploratory research and development of new product ideas. 
A)  They elicit information from the customers through a question-and-answer format. 
B)  They allow participants to respond at their leisure. 
C)  They are typically used for measuring the success of a new product introduced in a specific area. 
D)  They are valuable tool for exploratory research and development of new product ideas.

Question 16

Penelope is using data collected and published by a trade association in her marketing research study. The data used by Penelope can be regarded as _____.

Accepted Answer

A)  secondary data 
B)  primary data 
C)  raw data 
D)  experimental data 
A)  secondary data 
B)  primary data 
C)  raw data 
D)  experimental data

Question 17

Describe the three principal methods used by researchers to collect primary data.

Accepted Answer

The principal methods for collecting pri

Question 18

Telephone surveys with clearly worded questions are effective at drawing appropriate responses.

Accepted Answer

A) True 
 B)False

Question 19

Paul Simmons owns a food distribution business and employs approximately 80 people in a variety of positions including executive management, administrative support personnel, sales, distribution, and marketing. He's very interested in maintaining a positive work culture and aspires to being one of the best places to work in his region. He recently hired a marketing consulting firm to complete an employee satisfaction study for him to gain insight into how his workers view their job, benefits, supervisors, and other important elements such as compensation and benefits. What type of data best describes this project?

Accepted Answer

A)  Primary data 
B)  Secondary data 
C)  Syndicated data 
D)  Government data 
A)  Primary data 
B)  Secondary data 
C)  Syndicated data 
D)  Government data

Question 20

What are the stages involved in the marketing research process?

Accepted Answer

Marketing researchers often follow a six

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

Mail surveys and telephone interviews are the most common methods for conducting primary research in developing countries.

Keith is searching through computerized information files of customers to detect patterns in product sales. Keith is engaged in the process of:

In interpretive research, the researcher first spends an extensive amount of time studying the culture, and for that reason, the studies often are called _____ studies.

List the strengths and limitations of secondary data in comparison with primary data.

Survey methods used in marketing research for collecting primary data involve the:

Secondary data has the advantage of being more completely relevant to the research than primary data.

Market researchers follow the same basic steps for both domestic and international market research studies.

Marketers looking for information on age, income, and population would access:

A well-defined problem allows the researcher to focus on securing the exact information needed to solve the problem.

What has significantly changed the complexion of marketing research over the past few decades?

Walmart is evaluating its performance records of the previous years that are stored in its database. In addition to this, the company is also evaluating its previous year invoices. This evaluation process carried out by firms is called _____.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

Which of the following is true of focus groups used by marketers to gather primary data?

Penelope is using data collected and published by a trade association in her marketing research study. The data used by Penelope can be regarded as _____.

Describe the three principal methods used by researchers to collect primary data.

Telephone surveys with clearly worded questions are effective at drawing appropriate responses.

What are the stages involved in the marketing research process?

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

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

Mail surveys and telephone interviews are the most common methods for conducting primary research in developing countries.

Keith is searching through computerized information files of customers to detect patterns in product sales. Keith is engaged in the process of:

In interpretive research, the researcher first spends an extensive amount of time studying the culture, and for that reason, the studies often are called _____ studies.

List the strengths and limitations of secondary data in comparison with primary data.

Survey methods used in marketing research for collecting primary data involve the:

Secondary data has the advantage of being more completely relevant to the research than primary data.

Market researchers follow the same basic steps for both domestic and international market research studies.

Marketers looking for information on age, income, and population would access:

A well-defined problem allows the researcher to focus on securing the exact information needed to solve the problem.

What has significantly changed the complexion of marketing research over the past few decades?

Walmart is evaluating its performance records of the previous years that are stored in its database. In addition to this, the company is also evaluating its previous year invoices. This evaluation process carried out by firms is called _____.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

Which of the following is true of focus groups used by marketers to gather primary data?

Penelope is using data collected and published by a trade association in her marketing research study. The data used by Penelope can be regarded as _____.

Describe the three principal methods used by researchers to collect primary data.

Telephone surveys with clearly worded questions are effective at drawing appropriate responses.

What are the stages involved in the marketing research process?

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