Question 1

The first step in the marketing research process is to conduct exploratory research, and then use the information to define the problem.

Accepted Answer

A) True 
 B)False

Question 2

_____ remain the most common method for conducting primary research outside the United States.

Accepted Answer

A)  Telephone interviews 
B)  Face-to-face interviews 
C)  Controlled experimentations 
D)  Mail surveys 
A)  Telephone interviews 
B)  Face-to-face interviews 
C)  Controlled experimentations 
D)  Mail surveys

Question 3

Six Flags Amusement Park is considering opening a new location in Dubai, UAE. What primary research might Six Flags conduct to see if Dubai is a viable option for a new park?

Accepted Answer

A)  Face-to-face interviews conducted by an international research firm hired by Six Flags. 
B)  Demographic information for Dubai from Export.gov. 
C)  Focus groups held in Dubai with the help of professional translators. 
D)  Results from previously conducted surveys in Abu Dhabi, UAE. 
A)  Face-to-face interviews conducted by an international research firm hired by Six Flags. 
B)  Demographic information for Dubai from Export.gov. 
C)  Focus groups held in Dubai with the help of professional translators. 
D)  Results from previously conducted surveys in Abu Dhabi, UAE.

Question 4

Focus groups elicit information from the customers through a question-and-answer format.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is the earliest method used for gathering marketing information?

Accepted Answer

A)  Written testimonials received from purchasers of a firm's products 
B)  Email surveys conducted by research professionals 
C)  Telephone surveys conducted to assess household preferences 
D)  Delphi technique 
A)  Written testimonials received from purchasers of a firm's products 
B)  Email surveys conducted by research professionals 
C)  Telephone surveys conducted to assess household preferences 
D)  Delphi technique

Question 6

Analysis of sales performance records helps marketers to find clues to potential problems.

Accepted Answer

A) True 
 B)False

Question 7

What are the challenges associated with conducting marketing research in global markets?

Accepted Answer

Although marketing researchers follow th

Question 8

Secondary data can be both internal and external to the company.

Accepted Answer

A) True 
 B)False

Question 9

Interpretive research is an observational method that observes consumers in their natural setting.

Accepted Answer

A) True 
 B)False

Question 10

One way to avoid language issues in international research is to use:

Accepted Answer

A)  back translation. 
B)  a local market researcher. 
C)  language translation software. 
D)  English-speaking respondents in research studies. 
A)  back translation. 
B)  a local market researcher. 
C)  language translation software. 
D)  English-speaking respondents in research studies.

Question 11

Census data is an example of primary data.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following factors is most likely to have an influence on the choice between primary and secondary data?

Accepted Answer

A)  Data source 
B)  Substitutability 
C)  Availability 
D)  Applicability 
A)  Data source 
B)  Substitutability 
C)  Availability 
D)  Applicability

Question 13

Which of the following data collection methods is considered as the best means for obtaining detailed information about consumers?

Accepted Answer

A)  Telephone interviews 
B)  Focus groups 
C)  Mail surveys 
D)  Personal interviews 
A)  Telephone interviews 
B)  Focus groups 
C)  Mail surveys 
D)  Personal interviews

Question 14

A hypothesis sets the stage for more in-depth research by further clarifying what researchers need to test.

Accepted Answer

A) True 
 B)False

Question 15

Tiffany & Co., luxury jeweler and specialty retailer, is interested in opening several new stores in the United States. Which of the following research that Tiffany & Co. is using is classified as secondary research?

Accepted Answer

A)  Lifestyle and demographic information compiled by Nielsen's PRIZM segmentation service. 
B)  Demographic data from the U.S. Census for Raleigh, Charleston, Lexington, and Louisville. 
C)  Data from previously conducted surveys from residents of Washington DC on their likelihood of shopping at a Tiffany retail store. 
D)  Results from online surveys emailed to customers in Buffalo. 
A)  Lifestyle and demographic information compiled by Nielsen's PRIZM segmentation service. 
B)  Demographic data from the U.S. Census for Raleigh, Charleston, Lexington, and Louisville. 
C)  Data from previously conducted surveys from residents of Washington DC on their likelihood of shopping at a Tiffany retail store. 
D)  Results from online surveys emailed to customers in Buffalo.

Question 16

Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms' products.

Accepted Answer

A) True 
 B)False

Question 17

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

Accepted Answer

A)  ​Sales forecasting 
B)  ​Data mining 
C)  ​Exploratory research 
D)  ​Ethnographic research 
A)  ​Sales forecasting 
B)  ​Data mining 
C)  ​Exploratory research 
D)  ​Ethnographic research

Question 18

Which of the following is not one of the four considerations for conducting marketing research in global markets?

Accepted Answer

A)  Access to secondary data 
B)  Data collection methods 
C)  Language differences 
D)  Budgetary concerns 
E)  Global business environment 
A)  Access to secondary data 
B)  Data collection methods 
C)  Language differences 
D)  Budgetary concerns 
E)  Global business environment

Question 19

Your boss believes strongly in the potential of special software that has been developed to search for patterns in computerized data files. This software is used primarily for ____.

Accepted Answer

A)  data warehousing 
B)  predictive analytics 
C)  competitive intelligence 
D)  MIS support 
E)  data mining 
A)  data warehousing 
B)  predictive analytics 
C)  competitive intelligence 
D)  MIS support 
E)  data mining

The first step in the marketing research process is to conduct exploratory research, and then use the information to define the problem.

_____ remain the most common method for conducting primary research outside the United States.

Six Flags Amusement Park is considering opening a new location in Dubai, UAE. What primary research might Six Flags conduct to see if Dubai is a viable option for a new park?

Focus groups elicit information from the customers through a question-and-answer format.

Which of the following is the earliest method used for gathering marketing information?

Analysis of sales performance records helps marketers to find clues to potential problems.

What are the challenges associated with conducting marketing research in global markets?

Secondary data can be both internal and external to the company.

Interpretive research is an observational method that observes consumers in their natural setting.

One way to avoid language issues in international research is to use:

Census data is an example of primary data.

Which of the following factors is most likely to have an influence on the choice between primary and secondary data?

Which of the following data collection methods is considered as the best means for obtaining detailed information about consumers?

A hypothesis sets the stage for more in-depth research by further clarifying what researchers need to test.

Tiffany & Co., luxury jeweler and specialty retailer, is interested in opening several new stores in the United States. Which of the following research that Tiffany & Co. is using is classified as secondary research?

Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms' products.

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

Which of the following is not one of the four considerations for conducting marketing research in global markets?

Your boss believes strongly in the potential of special software that has been developed to search for patterns in computerized data files. This software is used primarily for ____.

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

The first step in the marketing research process is to conduct exploratory research, and then use the information to define the problem.

_____ remain the most common method for conducting primary research outside the United States.

Six Flags Amusement Park is considering opening a new location in Dubai, UAE. What primary research might Six Flags conduct to see if Dubai is a viable option for a new park?

Focus groups elicit information from the customers through a question-and-answer format.

Which of the following is the earliest method used for gathering marketing information?

Analysis of sales performance records helps marketers to find clues to potential problems.

What are the challenges associated with conducting marketing research in global markets?

Secondary data can be both internal and external to the company.

Interpretive research is an observational method that observes consumers in their natural setting.

One way to avoid language issues in international research is to use:

Census data is an example of primary data.

Which of the following factors is most likely to have an influence on the choice between primary and secondary data?

Which of the following data collection methods is considered as the best means for obtaining detailed information about consumers?

A hypothesis sets the stage for more in-depth research by further clarifying what researchers need to test.

Tiffany & Co., luxury jeweler and specialty retailer, is interested in opening several new stores in the United States. Which of the following research that Tiffany & Co. is using is classified as secondary research?

Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms' products.

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

Which of the following is not one of the four considerations for conducting marketing research in global markets?

Your boss believes strongly in the potential of special software that has been developed to search for patterns in computerized data files. This software is used primarily for ____.

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