Question 1

Briefly outline the advantages and disadvantage of primary and secondary data sources.

Accepted Answer

Primary data consist of information coll

Question 2

A Likert scale is BEST described as:

Accepted Answer

A)  a scale that rates a given attribute from good to poor. 
B)  a scale that rates the respondent's intentions to purchase. 
C)  a numeric scale typically with an odd number at the upper limit, say 1- 5 or 1- 7. 
D)  a scale inscribed between two bipolar words and in which respondents select the point that represents the respondent's extent of agreement. 
E)  a statement with which the respondent shows the amount of agreement. 
A)  a scale that rates a given attribute from good to poor. 
B)  a scale that rates the respondent's intentions to purchase. 
C)  a numeric scale typically with an odd number at the upper limit, say 1- 5 or 1- 7. 
D)  a scale inscribed between two bipolar words and in which respondents select the point that represents the respondent's extent of agreement. 
E)  a statement with which the respondent shows the amount of agreement.

Question 3

Which of the following is the main advantage of ethnographic research?

Accepted Answer

A)  It can be carried out with relatively small sized samples. 
B)  It is relatively inexpensive. 
C)  It generates fresh insights about the consumer's unarticulated needs. 
D)  It is a relatively easy method of research to undertake. 
E)  It does not require long lead times. 
A)  It can be carried out with relatively small sized samples. 
B)  It is relatively inexpensive. 
C)  It generates fresh insights about the consumer's unarticulated needs. 
D)  It is a relatively easy method of research to undertake. 
E)  It does not require long lead times.

Question 4

Which of the following types of market research is designed to provide outlines of issues such as the market potential for a product or profiles of the demographics and attitudinal characteristics of consumers who buy the product?

Accepted Answer

A)  exploratory research 
B)  syndicated research 
C)  descriptive research 
D)  causal research 
E)  ethnographic research 
A)  exploratory research 
B)  syndicated research 
C)  descriptive research 
D)  causal research 
E)  ethnographic research

Question 5

The Likert Scale is intended to evaluate the intensity of the respondent's agreement or disagreement through a series of statements.

Accepted Answer

A) True 
 B)False

Question 6

The type of research that a food manufacturer would use in supermarkets to find out prices of competing brands is:

Accepted Answer

A)  observational research. 
B)  causal research. 
C)  ethnographic research. 
D)  survey method. 
E)  experimental research. 
A)  observational research. 
B)  causal research. 
C)  ethnographic research. 
D)  survey method. 
E)  experimental research.

Question 7

The data collection phase of marketing research is generally the most expensive and the most subject to error.

Accepted Answer

A) True 
 B)False

Question 8

When gathering marketing information, managers should:

Accepted Answer

A)  give priority to information that is readily available from internal sources. 
B)  give priority to research reports generated by marketing research consultants and government departments. 
C)  think very carefully about information needs. 
D)  give priority to the least expensive information. 
E)  collect as much information as possible. 
A)  give priority to information that is readily available from internal sources. 
B)  give priority to research reports generated by marketing research consultants and government departments. 
C)  think very carefully about information needs. 
D)  give priority to the least expensive information. 
E)  collect as much information as possible.

Question 9

The stage in the market research process that provides guidance and direction for the entire marketing research programme is:

Accepted Answer

A)  defining the problem and research objectives. 
B)  engaging a market research consultancy to carry out the research. 
C)  implementing the research plan. 
D)  interpreting and reporting the findings. 
E)  developing the research plan. 
A)  defining the problem and research objectives. 
B)  engaging a market research consultancy to carry out the research. 
C)  implementing the research plan. 
D)  interpreting and reporting the findings. 
E)  developing the research plan.

Question 10

Data facts is conducting a study with instructions to interview 25 respondents in each of fifteen defined categories. Data facts is using which type of sample?

Accepted Answer

A)  judgement sample 
B)  quota sample 
C)  cluster sample 
D)  convenience sample 
E)  none of the above 
A)  judgement sample 
B)  quota sample 
C)  cluster sample 
D)  convenience sample 
E)  none of the above

Question 11

Secondary research is seldom useful in helping to define problems and research objectives.

Accepted Answer

A) True 
 B)False

Question 12

An effective marketing information balances the information that managers want to have against what is realistic and feasible for them to acquire.

Accepted Answer

A) True 
 B)False

Question 13

Briefly distinguish between market research and marketing research.

Accepted Answer

Marketing research links the consumer, c

Question 14

Sampling error may be measured in which of the following samples?

Accepted Answer

A)  cluster sample 
B)  quota sample 
C)  convenience sample 
D)  judgement sample 
E)  none of the above 
A)  cluster sample 
B)  quota sample 
C)  convenience sample 
D)  judgement sample 
E)  none of the above

Question 15

A semantic differential scale takes a form such as "United Airlines food service is excellent very good good fair poor."

Accepted Answer

A) True 
 B)False

Question 16

Some marketing researchers believe non- probability samples can be very useful although the sampling error cannot be measured.

Accepted Answer

A) True 
 B)False

Question 17

Questionnaires or surveys are the most commonly used research instrument.

Accepted Answer

A) True 
 B)False

Question 18

The Apex Corporation is employing marketing research to develop a demographic/attitudinal profile of its customers. This effort is best described as exploratory research.

Accepted Answer

A) True 
 B)False

Question 19

Commercial trend- spotting companies, such as Faith Popcorn's Brain Reserve, favour a particular type of research method in which they send observers into the field to watch and interact with consumers in their "natural environments." This type of research is known as:

Accepted Answer

A)  observational research. 
B)  qualitative research. 
C)  ethnographic research. 
D)  exploratory research. 
E)  mixed methods research. 
A)  observational research. 
B)  qualitative research. 
C)  ethnographic research. 
D)  exploratory research. 
E)  mixed methods research.

Question 20

The real value of market research lies in the:

Accepted Answer

A)  customer insights derived from research. 
B)  quality of information available. 
C)  quantity of information available. 
D)  way the information is organised for rapid retrieval. 
E)  all of the above 
A)  customer insights derived from research. 
B)  quality of information available. 
C)  quantity of information available. 
D)  way the information is organised for rapid retrieval. 
E)  all of the above

Briefly outline the advantages and disadvantage of primary and secondary data sources.

A Likert scale is BEST described as:

Which of the following is the main advantage of ethnographic research?

Which of the following types of market research is designed to provide outlines of issues such as the market potential for a product or profiles of the demographics and attitudinal characteristics of consumers who buy the product?

The Likert Scale is intended to evaluate the intensity of the respondent's agreement or disagreement through a series of statements.

The type of research that a food manufacturer would use in supermarkets to find out prices of competing brands is:

The data collection phase of marketing research is generally the most expensive and the most subject to error.

When gathering marketing information, managers should:

The stage in the market research process that provides guidance and direction for the entire marketing research programme is:

Data facts is conducting a study with instructions to interview 25 respondents in each of fifteen defined categories. Data facts is using which type of sample?

Secondary research is seldom useful in helping to define problems and research objectives.

An effective marketing information balances the information that managers want to have against what is realistic and feasible for them to acquire.

Briefly distinguish between market research and marketing research.

Sampling error may be measured in which of the following samples?

A semantic differential scale takes a form such as "United Airlines food service is excellent very good good fair poor."

Some marketing researchers believe non- probability samples can be very useful although the sampling error cannot be measured.

Questionnaires or surveys are the most commonly used research instrument.

The Apex Corporation is employing marketing research to develop a demographic/attitudinal profile of its customers. This effort is best described as exploratory research.

Commercial trend- spotting companies, such as Faith Popcorn's Brain Reserve, favour a particular type of research method in which they send observers into the field to watch and interact with consumers in their "natural environments." This type of research is known as:

The real value of market research lies in the:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 6: Information Management and Marketing Research

Briefly outline the advantages and disadvantage of primary and secondary data sources.

A Likert scale is BEST described as:

Which of the following is the main advantage of ethnographic research?

Which of the following types of market research is designed to provide outlines of issues such as the market potential for a product or profiles of the demographics and attitudinal characteristics of consumers who buy the product?

The Likert Scale is intended to evaluate the intensity of the respondent's agreement or disagreement through a series of statements.

The type of research that a food manufacturer would use in supermarkets to find out prices of competing brands is:

The data collection phase of marketing research is generally the most expensive and the most subject to error.

When gathering marketing information, managers should:

The stage in the market research process that provides guidance and direction for the entire marketing research programme is:

Data facts is conducting a study with instructions to interview 25 respondents in each of fifteen defined categories. Data facts is using which type of sample?

Secondary research is seldom useful in helping to define problems and research objectives.

An effective marketing information balances the information that managers want to have against what is realistic and feasible for them to acquire.

Briefly distinguish between market research and marketing research.

Sampling error may be measured in which of the following samples?

A semantic differential scale takes a form such as "United Airlines food service is excellent very good good fair poor."

Some marketing researchers believe non- probability samples can be very useful although the sampling error cannot be measured.

Questionnaires or surveys are the most commonly used research instrument.

The Apex Corporation is employing marketing research to develop a demographic/attitudinal profile of its customers. This effort is best described as exploratory research.

Commercial trend- spotting companies, such as Faith Popcorn's Brain Reserve, favour a particular type of research method in which they send observers into the field to watch and interact with consumers in their "natural environments." This type of research is known as:

The real value of market research lies in the:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters