Question 1

Which of the following statements is true of online panel providers?

Accepted Answer

A)  They generally pre-recruit people who agree to participate in online market research surveys. 
B)  They must have less than one thousand panel members. 
C)  They are widely considered to be representative of the target population. 
D)  They are widely believed to provide accurate and unbiased results. 
A)  They generally pre-recruit people who agree to participate in online market research surveys. 
B)  They must have less than one thousand panel members. 
C)  They are widely considered to be representative of the target population. 
D)  They are widely believed to provide accurate and unbiased results.

Question 2

Secondary data refers to information collected for the first time.

Accepted Answer

A) True 
 B)False

Question 3

The diagnostic role of marketing research includes gathering and presenting factual statements.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements is true of conducting internet surveys?

Accepted Answer

A)  They have lower response rates than traditional surveys. 
B)  They require a considerable amount of time and effort to be conducted. 
C)  They incur training,telecommunications,and management costs. 
D)  They can be personalized for greater relevance to each respondent's situation. 
A)  They have lower response rates than traditional surveys. 
B)  They require a considerable amount of time and effort to be conducted. 
C)  They incur training,telecommunications,and management costs. 
D)  They can be personalized for greater relevance to each respondent's situation.

Question 5

A closed-ended question designed to measure the intensity of a respondent's answer is called __________.

Accepted Answer

A)  open-ended question 
B)  observational research question 
C)  focused research question 
D)  scaled-response question 
A)  open-ended question 
B)  observational research question 
C)  focused research question 
D)  scaled-response question

Question 6

Scanner-based research is the process of researching brain patterns and measuring certain physiological responses to marketing stimuli.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a field of marketing that studies the body's responses to marketing stimuli?

Accepted Answer

A)  Neuromarketing 
B)  InfoScan 
C)  Scanner-based research 
D)  Marketing research 
A)  Neuromarketing 
B)  InfoScan 
C)  Scanner-based research 
D)  Marketing research

Question 8

Which of the following is an example of an open-ended question?

Accepted Answer

A)  Would you consider adopting children? 
B)  What do you think about the new ice-cream flavor? 
C)  Have you tried the new ice-cream flavor? 
D)  Do you want to have children? 
A)  Would you consider adopting children? 
B)  What do you think about the new ice-cream flavor? 
C)  Have you tried the new ice-cream flavor? 
D)  Do you want to have children?

Question 9

What is competitive intelligence (CI)? Discuss how it helps managers and how it is used.

Accepted Answer

Answers will vary.Competitive intelligen

Question 10

Which of the following roles of marketing research is concerned with gathering and presenting factual statements?

Accepted Answer

A)  Descriptive 
B)  Diagnostic 
C)  Predictive 
D)  Analytic 
A)  Descriptive 
B)  Diagnostic 
C)  Predictive 
D)  Analytic

Question 11

Which of the following is the first step in the marketing research process?

Accepted Answer

A)  Plan the research design and gather secondary data. 
B)  Identify and formulate the problem/opportunity. 
C)  Analyze the data. 
D)  Specify the sampling procedures. 
A)  Plan the research design and gather secondary data. 
B)  Identify and formulate the problem/opportunity. 
C)  Analyze the data. 
D)  Specify the sampling procedures.

Question 12

_________ refers to data previously collected for any purpose other than the one at hand.

Accepted Answer

A)  Secondary data 
B)  Primary data 
C)  Marketing research 
D)  Management research objective 
A)  Secondary data 
B)  Primary data 
C)  Marketing research 
D)  Management research objective

Question 13

Marketing research dilutes the quality of decision-making.

Accepted Answer

A) True 
 B)False

Question 14

The first step in the customer relationship management (CRM)cycle is to identify a firm's profitable and unprofitable customers.

Accepted Answer

A) True 
 B)False

Question 15

When conducting marketing research projects,which of the following statements is true of secondary data?

Accepted Answer

A)  It can result in loss of time and money. 
B)  It doesn't provide detailed information to the researcher to help him make decisions. 
C)  It refers to information collected for the first time. 
D)  It can suggest research methods needed for solving a problem. 
A)  It can result in loss of time and money. 
B)  It doesn't provide detailed information to the researcher to help him make decisions. 
C)  It refers to information collected for the first time. 
D)  It can suggest research methods needed for solving a problem.

Question 16

___________ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Accepted Answer

A)  A mall intercept interview 
B)  An executive interview 
C)  A computer-assisted self-interview 
D)  A computer-assisted personal interview 
A)  A mall intercept interview 
B)  An executive interview 
C)  A computer-assisted self-interview 
D)  A computer-assisted personal interview

Question 17

Which of the following statements is true of online focus groups?

Accepted Answer

A)  They are cost-effective. 
B)  They have narrow geographic scope. 
C)  They are difficult to access. 
D)  They have low participation rates. 
A)  They are cost-effective. 
B)  They have narrow geographic scope. 
C)  They are difficult to access. 
D)  They have low participation rates.

Question 18

Which of the following is a characteristic of snowball sample?

Accepted Answer

A)  The researcher selects the easiest population members from which to obtain information. 
B)  The researcher's selection criteria are based on personal judgment that the elements (persons)chosen will likely give accurate information. 
C)  The researcher finds a prescribed number of people in several categories. 
D)  Additional respondents are selected on the basis of referrals from the initial respondents. 
A)  The researcher selects the easiest population members from which to obtain information. 
B)  The researcher's selection criteria are based on personal judgment that the elements (persons)chosen will likely give accurate information. 
C)  The researcher finds a prescribed number of people in several categories. 
D)  Additional respondents are selected on the basis of referrals from the initial respondents.

Question 19

_____________ is information that is collected for the first time; used for solving the particular problem under investigation.

Accepted Answer

A)  Primary data 
B)  Secondary data 
C)  Big data 
D)  Marketing data 
A)  Primary data 
B)  Secondary data 
C)  Big data 
D)  Marketing data

Question 20

A broad-based problem that uses marketing research to help managers take effective actions is called the _________.

Accepted Answer

A)  marketing research problem 
B)  management decision problem 
C)  management research 
D)  marketing research objective 
A)  marketing research problem 
B)  management decision problem 
C)  management research 
D)  marketing research objective

Which of the following statements is true of online panel providers?

Secondary data refers to information collected for the first time.

The diagnostic role of marketing research includes gathering and presenting factual statements.

Which of the following statements is true of conducting internet surveys?

A closed-ended question designed to measure the intensity of a respondent's answer is called __________.

Scanner-based research is the process of researching brain patterns and measuring certain physiological responses to marketing stimuli.

Which of the following is a field of marketing that studies the body's responses to marketing stimuli?

Which of the following is an example of an open-ended question?

What is competitive intelligence (CI)? Discuss how it helps managers and how it is used.

Which of the following roles of marketing research is concerned with gathering and presenting factual statements?

Which of the following is the first step in the marketing research process?

_________ refers to data previously collected for any purpose other than the one at hand.

Marketing research dilutes the quality of decision-making.

The first step in the customer relationship management (CRM)cycle is to identify a firm's profitable and unprofitable customers.

When conducting marketing research projects,which of the following statements is true of secondary data?

___________ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Which of the following statements is true of online focus groups?

Which of the following is a characteristic of snowball sample?

_____________ is information that is collected for the first time; used for solving the particular problem under investigation.

A broad-based problem that uses marketing research to help managers take effective actions is called the _________.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 9: Marketing Research

Which of the following statements is true of online panel providers?

Secondary data refers to information collected for the first time.

The diagnostic role of marketing research includes gathering and presenting factual statements.

Which of the following statements is true of conducting internet surveys?

A closed-ended question designed to measure the intensity of a respondent's answer is called __________.

Scanner-based research is the process of researching brain patterns and measuring certain physiological responses to marketing stimuli.

Which of the following is a field of marketing that studies the body's responses to marketing stimuli?

Which of the following is an example of an open-ended question?

What is competitive intelligence (CI)? Discuss how it helps managers and how it is used.

Which of the following roles of marketing research is concerned with gathering and presenting factual statements?

Which of the following is the first step in the marketing research process?

_________ refers to data previously collected for any purpose other than the one at hand.

Marketing research dilutes the quality of decision-making.

The first step in the customer relationship management (CRM)cycle is to identify a firm's profitable and unprofitable customers.

When conducting marketing research projects,which of the following statements is true of secondary data?

___________ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Which of the following statements is true of online focus groups?

Which of the following is a characteristic of snowball sample?

_____________ is information that is collected for the first time; used for solving the particular problem under investigation.

A broad-based problem that uses marketing research to help managers take effective actions is called the _________.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters