Question 1

In-home personal interviews:

Accepted Answer

A) offer high-quality data at a high cost 
B) offer the ability to obtain high-quality data at a low cost 
C) are becoming increasingly more popular 
D) are less expensive than mall intercepts 
E) offer information of moderate quality but at a low cost 
A) offer high-quality data at a high cost 
B) offer the ability to obtain high-quality data at a low cost 
C) are becoming increasingly more popular 
D) are less expensive than mall intercepts 
E) offer information of moderate quality but at a low cost

Question 2

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefer something sweet for breakfast like a doughnut,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

Accepted Answer

A) Cross-tabulation 
B) Standard deviation 
C) One-way frequency count 
D) Single correlation 
E) Linear regression 
A) Cross-tabulation 
B) Standard deviation 
C) One-way frequency count 
D) Single correlation 
E) Linear regression

Question 3

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Accepted Answer

A) gather data from Standard & Poor's General Information File. 
B) develop a mail survey to study your primary market. 
C) employ studies done by the Federal Trade Commission. 
D) make sure you locate Internet information by using a search engine. 
E) ask the National Industrial Conference Board for its latest study. 
A) gather data from Standard & Poor's General Information File. 
B) develop a mail survey to study your primary market. 
C) employ studies done by the Federal Trade Commission. 
D) make sure you locate Internet information by using a search engine. 
E) ask the National Industrial Conference Board for its latest study.

Question 4

The quality of secondary data should never be questioned.

Accepted Answer

A) True 
 B)False

Question 5

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.

Accepted Answer

A) passive people meter 
B) primary data group 
C) cross-tab set 
D) CLT interview 
E) focus group 
A) passive people meter 
B) primary data group 
C) cross-tab set 
D) CLT interview 
E) focus group

Question 6

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Accepted Answer

A) syndicated vendor 
B) research directory 
C) marketing research aggregator 
D) secondary data provider 
E) marketing research compiler 
A) syndicated vendor 
B) research directory 
C) marketing research aggregator 
D) secondary data provider 
E) marketing research compiler

Question 7

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):

Accepted Answer

A) Web community 
B) focus blog 
C) online focus group 
D) Webinar 
E) Web-based ethnographic group 
A) Web community 
B) focus blog 
C) online focus group 
D) Webinar 
E) Web-based ethnographic group

Question 8

Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed _____ marketing research.

Accepted Answer

A) historical 
B) descriptive 
C) predictive 
D) normative 
E) objective 
A) historical 
B) descriptive 
C) predictive 
D) normative 
E) objective

Question 9

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Accepted Answer

A) primary 
B) secondary 
C) dichotomous 
D) observation 
E) convenience 
A) primary 
B) secondary 
C) dichotomous 
D) observation 
E) convenience

Question 10

The first step in the marketing research process is to identify and formulate the problem/opportunity.

Accepted Answer

A) True 
 B)False

Question 11

A major limitation of the mall intercept interview is:

Accepted Answer

A) the difficulty of measuring attitudes and opinions. 
B) the need to interview people standing up. 
C) its high cost relative to in-home interviews. 
D) the difficulty of demonstrating new products. 
E) the difficulty of obtaining a representative sample of the population of interest. 
A) the difficulty of measuring attitudes and opinions. 
B) the need to interview people standing up. 
C) its high cost relative to in-home interviews. 
D) the difficulty of demonstrating new products. 
E) the difficulty of obtaining a representative sample of the population of interest.

Question 12

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.

Accepted Answer

A) scaled-response 
B) Likert scale 
C) open-ended 
D) dichotomous 
E) multiple choice 
A) scaled-response 
B) Likert scale 
C) open-ended 
D) dichotomous 
E) multiple choice

Question 13

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format.To determine what changes would be supported by its subscribers and what changes would not be welcomed,the publisher should engage in:

Accepted Answer

A) advertising 
B) database marketing 
C) marketing research 
D) a data retrieval system 
E) secondary data 
A) advertising 
B) database marketing 
C) marketing research 
D) a data retrieval system 
E) secondary data

Question 14

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

Accepted Answer

A) Must the sample be representative of the population? 
B) Who can perform the actual sampling? 
C) What is the population or universe of interest? 
D) How often should the sample be redesigned? 
E) How large should the sample be in terms of its measurement costs? 
A) Must the sample be representative of the population? 
B) Who can perform the actual sampling? 
C) What is the population or universe of interest? 
D) How often should the sample be redesigned? 
E) How large should the sample be in terms of its measurement costs?

Question 15

Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years.Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four restaurants.Since management knows this market so well,Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.

Accepted Answer

A) True 
 B)False

Question 16

To save money on marketing research,a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of primary data.

Accepted Answer

A) True 
 B)False

Question 17

Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.The information gathered would be an example of primary data.

Accepted Answer

A) True 
 B)False

Question 18

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

Accepted Answer

PROBABILITY SAMPLES.If the sample must b

Question 19

In a probability sample,every element in the population has a known statistical likelihood of being selected.

Accepted Answer

A) True 
 B)False

Question 20

University Research Study
A regional state university is experiencing declining enrollments.The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations.One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program.They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.
-Refer to University Research Study.When the students presented the results of their study to the university administration,they discussed the differences in responses between male and female respondents.Which data analysis technique allowed them to get these results?

Accepted Answer

A) One-way frequency counts 
B) Frame analysis 
C) Cross-tabulation 
D) Probability analysis 
E) Correlation analysis 
A) One-way frequency counts 
B) Frame analysis 
C) Cross-tabulation 
D) Probability analysis 
E) Correlation analysis

In-home personal interviews:

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

The quality of secondary data should never be questioned.

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

The first step in the marketing research process is to identify and formulate the problem/opportunity.

A major limitation of the mall intercept interview is:

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format.To determine what changes would be supported by its subscribers and what changes would not be welcomed,the publisher should engage in:

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

To save money on marketing research,a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of primary data.

Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.The information gathered would be an example of primary data.

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

In a probability sample,every element in the population has a known statistical likelihood of being selected.

An Overview of Marketing

Strategic Planning for 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

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters

Exam 9: Decision Support Systems and Marketing Research

In-home personal interviews:

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

The quality of secondary data should never be questioned.

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

The first step in the marketing research process is to identify and formulate the problem/opportunity.

A major limitation of the mall intercept interview is:

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format.To determine what changes would be supported by its subscribers and what changes would not be welcomed,the publisher should engage in:

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

To save money on marketing research,a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of primary data.

Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.The information gathered would be an example of primary data.

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

In a probability sample,every element in the population has a known statistical likelihood of being selected.

An Overview of Marketing

Strategic Planning for 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

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters