Question 1

What is a hypothesis? Do all studies need to test a specific hypothesis?

Accepted Answer

A hypothesis is a tentative explanation

Question 2

Sales analysis is one of the most costly, but least important, sources of marketing information.

Accepted Answer

A) True 
 B)False

Question 3

A common method used in conducting interpretive research involves the observation of a consumer's everyday life.

Accepted Answer

A) True 
 B)False

Question 4

Which statement best describes focus groups used by marketers to gather primary data?

Accepted Answer

A)  They elicit information from the customers through a question-and-answer format. 
B)  They allow participants to respond at their leisure. 
C)  They are typically used for measuring the success of a new product introduced in a specific area. 
D)  They are valuable tool for exploratory research and development of new product ideas. 
A)  They elicit information from the customers through a question-and-answer format. 
B)  They allow participants to respond at their leisure. 
C)  They are typically used for measuring the success of a new product introduced in a specific area. 
D)  They are valuable tool for exploratory research and development of new product ideas.

Question 5

Which areas are working more closely together in order to take advantage of the methodologies available?

Accepted Answer

A)  telephone, in-person, and Internet research 
B)  food, beverage, and health care research 
C)  competitive intelligence, public intelligence, and private research 
D)  marketing research, database management, and competitive intelligence 
A)  telephone, in-person, and Internet research 
B)  food, beverage, and health care research 
C)  competitive intelligence, public intelligence, and private research 
D)  marketing research, database management, and competitive intelligence

Question 6

After a problem has been defined and an exploratory investigation is conducted, what should the marketing researcher be able to do next?

Accepted Answer

A)  collect both primary and secondary data 
B)  draw significant conclusions 
C)  immediately proceed to a solution 
D)  formulate a hypothesis 
A)  collect both primary and secondary data 
B)  draw significant conclusions 
C)  immediately proceed to a solution 
D)  formulate a hypothesis

Question 7

What are the two types of nonprobability samples?

Accepted Answer

A)  convenience and quota 
B)  cluster and convenience 
C)  stratified and convenience 
D)  random and cluster 
A)  convenience and quota 
B)  cluster and convenience 
C)  stratified and convenience 
D)  random and cluster

Question 8

Millions of consumers purchase Johnson & Johnson Band-Aid adhesive strips each year. Which of the following forecasting techniques would be the most appropriate for a firm to use?

Accepted Answer

A)  survey of buyers intentions 
B)  sales Force Composite 
C)  trend Analysis 
D)  Delphi technique 
A)  survey of buyers intentions 
B)  sales Force Composite 
C)  trend Analysis 
D)  Delphi technique

Question 9

Which factor 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 10

Which of the following is most likely to be a logical starting point in identifying the marketing problem?

Accepted Answer

A)  ascertaining the budget and logistical limits that the problem warrants 
B)  determining the computational scope of the problem 
C)  evaluating the firm's target market and marketing mix elements 
D)  simulating a market research based on formulated hypotheses 
A)  ascertaining the budget and logistical limits that the problem warrants 
B)  determining the computational scope of the problem 
C)  evaluating the firm's target market and marketing mix elements 
D)  simulating a market research based on formulated hypotheses

Question 11

Competitive intelligence is essentially the same thing as business intelligence.

Accepted Answer

A) True 
 B)False

Question 12

What kind of data is information collected for the first time, specifically for a marketing research study?

Accepted Answer

A)  secondary 
B)  primary 
C)  soft 
D)  experimental 
A)  secondary 
B)  primary 
C)  soft 
D)  experimental

Question 13

What kind of survey on highway drivers includes 100 drivers from north of downtown, 100 from south of downtown, 100 from west of downtown, and 100 from east of downtown?

Accepted Answer

A)  vehicle 
B)  cluster 
C)  quota 
D)  convenience 
A)  vehicle 
B)  cluster 
C)  quota 
D)  convenience

Question 14

You are a market researcher for a cable television company seeking to determine the number of multi-dwelling buildings in a selected neighbourhood. What source would be your best chance of acquiring this information quickly?

Accepted Answer

A)  Statistics Canada 
B)  the local Better Business Bureau 
C)  interviews with neighbourhood leaders 
D)  interviews with the local Chamber of Commerce 
A)  Statistics Canada 
B)  the local Better Business Bureau 
C)  interviews with neighbourhood leaders 
D)  interviews with the local Chamber of Commerce

Question 15

Quantitative forecasting methods rely on subjective data that reports opinions rather than exact historical data.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following serves as a source of internal data for a firm involved in marketing research?

Accepted Answer

A)  syndicated service firm reports 
B)  marketing cost analysis 
C)  census data 
D)  business and trade magazines 
A)  syndicated service firm reports 
B)  marketing cost analysis 
C)  census data 
D)  business and trade magazines

Question 17

Which statement illustrates an advantage of personal interviews?

Accepted Answer

A)  They provide biased and inaccurate information. 
B)  They allow the researcher to collect more detailed information. 
C)  They are a relatively quick method of ongoing data collection. 
D)  They have limited flexibility in the format of the interviews. 
A)  They provide biased and inaccurate information. 
B)  They allow the researcher to collect more detailed information. 
C)  They are a relatively quick method of ongoing data collection. 
D)  They have limited flexibility in the format of the interviews.

Question 18

Match each item to the statement or sentence listed below.
a.marketing research
b.exploratory research
c.secondary data
d.primary data
e.sampling
f.hypothesis
g.nonprobability sample
h.interpretative research
i.focus group
j.marketing decision support system
k.sales forecast
l.jury of executive opinion
m.Delphi technique
n.sales force composite
o.trend analysis
p.exponential smoothing
q.marketing information system
r.data mining
s.mall intercept
t.simple random sample
u.cluster sample
v.convenience sample
w.controlled experiment
-is previously published information.

Accepted Answer

The answer of Match each item to the statement or...

Question 19

Symptoms are not the main focus of the problem definition process in marketing research; they merely alert the marketer to the existence of a problem.

Accepted Answer

A) True 
 B)False

Question 20

What happens after the marketing research problem has been well defined?

Accepted Answer

A)  Researchers can focus on securing the exact information needed to solve it. 
B)  The issue then becomes whether you're looking at a problem or at its symptoms. 
C)  The research process is sometimes slowed down and becomes inaccurate. 
D)  All that is left is to adjust the marketing mix to the conditions. 
A)  Researchers can focus on securing the exact information needed to solve it. 
B)  The issue then becomes whether you're looking at a problem or at its symptoms. 
C)  The research process is sometimes slowed down and becomes inaccurate. 
D)  All that is left is to adjust the marketing mix to the conditions.

What is a hypothesis? Do all studies need to test a specific hypothesis?

Sales analysis is one of the most costly, but least important, sources of marketing information.

A common method used in conducting interpretive research involves the observation of a consumer's everyday life.

Which statement best describes focus groups used by marketers to gather primary data?

Which areas are working more closely together in order to take advantage of the methodologies available?

After a problem has been defined and an exploratory investigation is conducted, what should the marketing researcher be able to do next?

What are the two types of nonprobability samples?

Millions of consumers purchase Johnson & Johnson Band-Aid adhesive strips each year. Which of the following forecasting techniques would be the most appropriate for a firm to use?

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

Which of the following is most likely to be a logical starting point in identifying the marketing problem?

Competitive intelligence is essentially the same thing as business intelligence.

What kind of data is information collected for the first time, specifically for a marketing research study?

What kind of survey on highway drivers includes 100 drivers from north of downtown, 100 from south of downtown, 100 from west of downtown, and 100 from east of downtown?

You are a market researcher for a cable television company seeking to determine the number of multi-dwelling buildings in a selected neighbourhood. What source would be your best chance of acquiring this information quickly?

Quantitative forecasting methods rely on subjective data that reports opinions rather than exact historical data.

Which of the following serves as a source of internal data for a firm involved in marketing research?

Which statement illustrates an advantage of personal interviews?

Symptoms are not the main focus of the problem definition process in marketing research; they merely alert the marketer to the existence of a problem.

What happens after the marketing research problem has been well defined?

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Relationship Marketing and Customer Relationship Management CRM

Filters

Exam 8: Marketing Research, Decision Support Systems, and Sales Forecasting

What is a hypothesis? Do all studies need to test a specific hypothesis?

Sales analysis is one of the most costly, but least important, sources of marketing information.

A common method used in conducting interpretive research involves the observation of a consumer's everyday life.

Which statement best describes focus groups used by marketers to gather primary data?

Which areas are working more closely together in order to take advantage of the methodologies available?

After a problem has been defined and an exploratory investigation is conducted, what should the marketing researcher be able to do next?

What are the two types of nonprobability samples?

Millions of consumers purchase Johnson & Johnson Band-Aid adhesive strips each year. Which of the following forecasting techniques would be the most appropriate for a firm to use?

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

Which of the following is most likely to be a logical starting point in identifying the marketing problem?

Competitive intelligence is essentially the same thing as business intelligence.

What kind of data is information collected for the first time, specifically for a marketing research study?

What kind of survey on highway drivers includes 100 drivers from north of downtown, 100 from south of downtown, 100 from west of downtown, and 100 from east of downtown?

You are a market researcher for a cable television company seeking to determine the number of multi-dwelling buildings in a selected neighbourhood. What source would be your best chance of acquiring this information quickly?

Quantitative forecasting methods rely on subjective data that reports opinions rather than exact historical data.

Which of the following serves as a source of internal data for a firm involved in marketing research?

Which statement illustrates an advantage of personal interviews?

Symptoms are not the main focus of the problem definition process in marketing research; they merely alert the marketer to the existence of a problem.

What happens after the marketing research problem has been well defined?

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Relationship Marketing and Customer Relationship Management CRM

Filters