Question 1

The terms primary data and syndicated data mean the same thing.

Accepted Answer

A) True 
 B)False  False

Question 2

Data that have been collected prior to the start of the current research project are considered primary data.

Accepted Answer

A) True 
 B)False  False

Question 3

Skipper Department Stores has a loyalty card and uses the customer purchase information on this card to identify groups of customers who buy children's clothing, shoes, housewares, and other product categories. They use this data to create special offers in each of these departments. What process is Skipper using?

Accepted Answer

A) secondary data analysis 
B) sampling 
C) churn 
D) syndicated data review 
E) data mining 
A) secondary data analysis 
B) sampling 
C) churn 
D) syndicated data review 
E) data mining E

Question 4

How did Unilever use observation methods to improve product choices for customers in Thailand?

Accepted Answer

Observation may be the best-and sometime

Question 5

________is a disadvantage of secondary research, while ________ is a disadvantage of primary research.

Accepted Answer

A) Cost; outdated information 
B) Time required for collection; sources not original 
C) Potential bias; high cost 
D) Outdated information; information not relevant to data needs 
E) Sophisticated training required to obtain it; potential bias 
A) Cost; outdated information 
B) Time required for collection; sources not original 
C) Potential bias; high cost 
D) Outdated information; information not relevant to data needs 
E) Sophisticated training required to obtain it; potential bias

Question 6

Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen are sources of

Accepted Answer

A) primary data. 
B) internal secondary data. 
C) data mining. 
D) syndicated data. 
E) public data. 
A) primary data. 
B) internal secondary data. 
C) data mining. 
D) syndicated data. 
E) public data.

Question 7

To help a researcher more clearly define research objectives, it is most helpful to use

Accepted Answer

A) data mining. 
B) qualitative research. 
C) rhetorical questions. 
D) quantitative research. 
E) churn rates. 
A) data mining. 
B) qualitative research. 
C) rhetorical questions. 
D) quantitative research. 
E) churn rates.

Question 8

Last week, the bank manager took her staff to lunch and asked them to share customer comments and concerns about the bank's newly reduced hours and other new policies. The bank manager is using the lunch as an informal marketing research effort intended primarily to

Accepted Answer

A) provide a link between herself and her profession. 
B) help her understand the needs of her customers. 
C) monitor her competitors. 
D) decrease the uncertainty associated with decision making. 
E) improve profitability. 
A) provide a link between herself and her profession. 
B) help her understand the needs of her customers. 
C) monitor her competitors. 
D) decrease the uncertainty associated with decision making. 
E) improve profitability.

Question 9

What is a characteristic of quantitative research?

Accepted Answer

A) It is always conducted using primary data collection. 
B) It revises the research objective based on data mining. 
C) It confirms insights and hypotheses generated via qualitative research. 
D) It offers conclusions that are always correct. 
E) It includes focus group interviews. 
A) It is always conducted using primary data collection. 
B) It revises the research objective based on data mining. 
C) It confirms insights and hypotheses generated via qualitative research. 
D) It offers conclusions that are always correct. 
E) It includes focus group interviews.

Question 10

The marketing research process follows five steps, and to be effective they must be followed in order without omitting any steps.

Accepted Answer

A) True 
 B)False

Question 11

Pet Food Plus wants to determine if packaging affects customer purchase decisions, so it placed two different packages for the same cat food on a local pet store shelf and then viewed store video to see which package customers reached for first. What form of research is this?

Accepted Answer

A) experiment 
B) focus group 
C) observation 
D) neuromarketing 
E) panel 
A) experiment 
B) focus group 
C) observation 
D) neuromarketing 
E) panel

Question 12

Sam is the marketing manager for a moderately well-known Christian rock group. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. What would be the best way for Sam to gather this information?

Accepted Answer

A) focus groups 
B) observation 
C) syndicated data 
D) sales invoices 
E) census data 
A) focus groups 
B) observation 
C) syndicated data 
D) sales invoices 
E) census data

Question 13

Marketing executives at Gatorade want to analyze the number of Powerade customers who switch to its product when Gatorade is offered at a deep discount. What data would likely show this information?

Accepted Answer

A) secondary panel data 
B) internal secondary data 
C) primary panel data 
D) primary internal data 
E) scanner data 
A) secondary panel data 
B) internal secondary data 
C) primary panel data 
D) primary internal data 
E) scanner data

Question 14

You work for a company that sells baby products. Your manager asks you to conduct research on automotive sales in your area. The problem with this research objective is that

Accepted Answer

A) it is irrelevant to the baby products company. 
B) the information is available from external sources. 
C) it will lead to a set of unstructured questions. 
D) it probably can't be determined with any level of accuracy. 
E) the research will be costly. 
A) it is irrelevant to the baby products company. 
B) the information is available from external sources. 
C) it will lead to a set of unstructured questions. 
D) it probably can't be determined with any level of accuracy. 
E) the research will be costly.

Question 15

Sasha is putting together a focus group to discuss students' concerns about the business curriculum. What should her focus group include?

Accepted Answer

It will likely include 8 to 12 students,

Question 16

In what type of research situations would marketing researchers use in-depth interviews?

Accepted Answer

In-depth interviews provide insights tha

Question 17

Marketers often have huge amounts of information about their customers. What ethical issue should marketers include in their decisions regarding how to use this information?

Accepted Answer

They need to respect and protect the pri

Question 18

Primary data includes historical data that relates to the project.

Accepted Answer

A) True 
 B)False

Question 19

What is one thing you should avoid when developing a marketing research questionnaire?

Accepted Answer

A) The layout should be professional and easy to follow. 
B) Questions should address only one issue at a time. 
C) Questions should be sequenced appropriately. 
D) Questions should use vocabulary with which respondents are familiar. 
E) Sensitive questions should be asked first. 
A) The layout should be professional and easy to follow. 
B) Questions should address only one issue at a time. 
C) Questions should be sequenced appropriately. 
D) Questions should use vocabulary with which respondents are familiar. 
E) Sensitive questions should be asked first.

Question 20

Trent is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Trent should begin by conducting quantitative research.

Accepted Answer

A) True 
 B)False

The terms primary data and syndicated data mean the same thing.

Data that have been collected prior to the start of the current research project are considered primary data.

How did Unilever use observation methods to improve product choices for customers in Thailand?

is a disadvantage of secondary research, while is a disadvantage of primary research.

Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen are sources of

To help a researcher more clearly define research objectives, it is most helpful to use

Last week, the bank manager took her staff to lunch and asked them to share customer comments and concerns about the bank's newly reduced hours and other new policies. The bank manager is using the lunch as an informal marketing research effort intended primarily to

What is a characteristic of quantitative research?

The marketing research process follows five steps, and to be effective they must be followed in order without omitting any steps.

Pet Food Plus wants to determine if packaging affects customer purchase decisions, so it placed two different packages for the same cat food on a local pet store shelf and then viewed store video to see which package customers reached for first. What form of research is this?

Sam is the marketing manager for a moderately well-known Christian rock group. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. What would be the best way for Sam to gather this information?

Marketing executives at Gatorade want to analyze the number of Powerade customers who switch to its product when Gatorade is offered at a deep discount. What data would likely show this information?

You work for a company that sells baby products. Your manager asks you to conduct research on automotive sales in your area. The problem with this research objective is that

Sasha is putting together a focus group to discuss students' concerns about the business curriculum. What should her focus group include?

In what type of research situations would marketing researchers use in-depth interviews?

Marketers often have huge amounts of information about their customers. What ethical issue should marketers include in their decisions regarding how to use this information?

Primary data includes historical data that relates to the project.

What is one thing you should avoid when developing a marketing research questionnaire?

Trent is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Trent should begin by conducting quantitative research.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 10: Marketing Research

The terms primary data and syndicated data mean the same thing.

Data that have been collected prior to the start of the current research project are considered primary data.

How did Unilever use observation methods to improve product choices for customers in Thailand?

________is a disadvantage of secondary research, while ________ is a disadvantage of primary research.

Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen are sources of

To help a researcher more clearly define research objectives, it is most helpful to use

Last week, the bank manager took her staff to lunch and asked them to share customer comments and concerns about the bank's newly reduced hours and other new policies. The bank manager is using the lunch as an informal marketing research effort intended primarily to

What is a characteristic of quantitative research?

The marketing research process follows five steps, and to be effective they must be followed in order without omitting any steps.

Pet Food Plus wants to determine if packaging affects customer purchase decisions, so it placed two different packages for the same cat food on a local pet store shelf and then viewed store video to see which package customers reached for first. What form of research is this?

Sam is the marketing manager for a moderately well-known Christian rock group. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. What would be the best way for Sam to gather this information?

Marketing executives at Gatorade want to analyze the number of Powerade customers who switch to its product when Gatorade is offered at a deep discount. What data would likely show this information?

You work for a company that sells baby products. Your manager asks you to conduct research on automotive sales in your area. The problem with this research objective is that

Sasha is putting together a focus group to discuss students' concerns about the business curriculum. What should her focus group include?

In what type of research situations would marketing researchers use in-depth interviews?

Marketers often have huge amounts of information about their customers. What ethical issue should marketers include in their decisions regarding how to use this information?

Primary data includes historical data that relates to the project.

What is one thing you should avoid when developing a marketing research questionnaire?

Trent is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Trent should begin by conducting quantitative research.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

is a disadvantage of secondary research, while is a disadvantage of primary research.