Question 1

A general rule of thumb among marketing researchers is to use________ first and then collect________ .

Accepted Answer

A) internal primary data; external primary data 
B) external secondary data; internal secondary data 
C) secondary data; primary data 
D) primary data; secondary data 
A) internal primary data; external primary data 
B) external secondary data; internal secondary data 
C) secondary data; primary data 
D) primary data; secondary data

Question 2

Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian pizza restaurant market), detailing product usage patterns (e.g., ATM usage by Canadian bank
Customers), or outlining consumer attitudes toward particular brands (e.g., Canadian
Attitudes toward national, private, and generic brands)are collectively known as which type of research?

Accepted Answer

A) exploratory research 
B) descriptive research 
C) primary research 
D) causal research 
A) exploratory research 
B) descriptive research 
C) primary research 
D) causal research

Question 3

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. This is an example of:

Accepted Answer

A) exploratory research 
B) primary research 
C) descriptive research 
D) causal research 
A) exploratory research 
B) primary research 
C) descriptive research 
D) causal research

Question 4

The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:

Accepted Answer

A) engage in marketing research. 
B) hire a consultant. 
C) spend more dollars on advertising. 
D) hire more salespeople. 
A) engage in marketing research. 
B) hire a consultant. 
C) spend more dollars on advertising. 
D) hire more salespeople.

Question 5

"Why do you attend university?" is an example of which type of question?

Accepted Answer

A) dichotomous 
B) fixed alternative 
C) Likert scale 
D) open-ended 
A) dichotomous 
B) fixed alternative 
C) Likert scale 
D) open-ended

Question 6

When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by:

Accepted Answer

A) observation. 
B) census. 
C) hypothesis generation. 
D) sensitivity analysis. 
A) observation. 
B) census. 
C) hypothesis generation. 
D) sensitivity analysis.

Question 7

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n):

Accepted Answer

A) two questions in one. 
B) unanswerable question. 
C) question with non-mutually exclusive answers. 
D) question with nonexhaustive answers. 
A) two questions in one. 
B) unanswerable question. 
C) question with non-mutually exclusive answers. 
D) question with nonexhaustive answers.

Question 8

A test market for a new Kellogg's cereal is an example of a(n):

Accepted Answer

A) observational data creation. 
B) hypothesis generation. 
C) experiment. 
D) deviation test. 
A) observational data creation. 
B) hypothesis generation. 
C) experiment. 
D) deviation test.

Question 9

The marketing manager at Popular Electronics must determine a price for a new model of portable CD player. He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues. This type of analysis is called:

Accepted Answer

A) sensitivity training. 
B) database training. 
C) database management. 
D) sensitivity analysis. 
A) sensitivity training. 
B) database training. 
C) database management. 
D) sensitivity analysis.

Question 10

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?

Accepted Answer

A) descriptive research 
B) causal research 
C) exploratory research 
D) primary research 
A) descriptive research 
B) causal research 
C) exploratory research 
D) primary research

Question 11

Magazines, radio stations, and television stations almost always do ________ research to identify the characteristics of audiences.

Accepted Answer

A) descriptive 
B) exploratory 
C) primary 
D) causal 
A) descriptive 
B) exploratory 
C) primary 
D) causal

Question 12

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n)__ __ __ __ Unfairexperiment.

Accepted Answer

A) local 
B) simulated 
C) field 
D) laboratory 
A) local 
B) simulated 
C) field 
D) laboratory

Question 13

Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30. The retailer used its information system to determine if the average floor space for Torrid should be 2,500 square feet or 1,900 Square feet. This would be an example of a(n)_ __ __ __ __ Unfairanalysis.

Accepted Answer

A) situational 
B) break-even 
C) sensitivity 
D) 80/20 
A) situational 
B) break-even 
C) sensitivity 
D) 80/20

Question 14

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked?

Accepted Answer

A) Would you shop at a store that only sold plus-size clothing? 
B) How old are you? 
C) What is your self-image? 
D) Do you wear a size 14 or larger dress? 
A) Would you shop at a store that only sold plus-size clothing? 
B) How old are you? 
C) What is your self-image? 
D) Do you wear a size 14 or larger dress?

A general rule of thumb among marketing researchers is to use first and then collect .

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. This is an example of:

The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:

"Why do you attend university?" is an example of which type of question?

When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by:

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n):

A test market for a new Kellogg's cereal is an example of a(n):

The marketing manager at Popular Electronics must determine a price for a new model of portable CD player. He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues. This type of analysis is called:

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?

Magazines, radio stations, and television stations almost always do ________ research to identify the characteristics of audiences.

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n) Unfairexperiment.

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 8: Marketing Research: From Information to Action

A general rule of thumb among marketing researchers is to use________ first and then collect________ .

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. This is an example of:

The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:

"Why do you attend university?" is an example of which type of question?

When the A.C. Nielsen Company develops television ratings using information from their people meters, it relies on data collected by:

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n):

A test market for a new Kellogg's cereal is an example of a(n):

The marketing manager at Popular Electronics must determine a price for a new model of portable CD player. He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues. This type of analysis is called:

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?

Magazines, radio stations, and television stations almost always do ________ research to identify the characteristics of audiences.

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n)__ __ __ __ Unfairexperiment.

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

A general rule of thumb among marketing researchers is to use first and then collect .

A marketer is offering free samples of ice cream to shoppers. After trying the sample, the marketer asks shoppers whether they would want to purchase a container. This is referred to as a(n) Unfairexperiment.