Question 1

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Accepted Answer

A) CLT interviews. 
B) mall intercept interviews. 
C) e-mail interviews. 
D) in-home interviews. 
E) focus groups. 
A) CLT interviews. 
B) mall intercept interviews. 
C) e-mail interviews. 
D) in-home interviews. 
E) focus groups.

Question 2

A(n)_____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

Accepted Answer

A) irregular 
B) probability 
C) nonprobability 
D) convenience 
E) piggyback 
A) irregular 
B) probability 
C) nonprobability 
D) convenience 
E) piggyback

Question 3

A(n)_____ is an interactive,flexible,computerized information system that enables managers to obtain and manipulate information as they are making decisions.

Accepted Answer

A) expert system 
B) marketing information system 
C) artificial intelligence system 
D) marketing decision support system 
E) database marketing system 
A) expert system 
B) marketing information system 
C) artificial intelligence system 
D) marketing decision support system 
E) database marketing system

Question 4

In contrast to marketing research problems,management decision problems are:

Accepted Answer

A) action oriented. 
B) pervasive. 
C) narrower in scope. 
D) synergistic. 
E) information oriented. 
A) action oriented. 
B) pervasive. 
C) narrower in scope. 
D) synergistic. 
E) information oriented.

Question 5

What is the chief advantage of primary data?

Accepted Answer

A) Low cost compared to secondary data 
B) Answers specific research questions that secondary data cannot answer 
C) Availability to any interested party for use 
D) Accessibility through computerized databases 
E) Avoiding interviewer biases 
A) Low cost compared to secondary data 
B) Answers specific research questions that secondary data cannot answer 
C) Availability to any interested party for use 
D) Accessibility through computerized databases 
E) Avoiding interviewer biases

Question 6

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Accepted Answer

A) Telephone interviews 
B) Panel surveys 
C) Mall intercept interview 
D) Centralized interviews 
E) Interactive research 
A) Telephone interviews 
B) Panel surveys 
C) Mall intercept interview 
D) Centralized interviews 
E) Interactive research

Question 7

All of the following are types of probability samples EXCEPT:

Accepted Answer

A) systematic samples 
B) quota samples 
C) cluster samples 
D) stratified samples 
E) random samples 
A) systematic samples 
B) quota samples 
C) cluster samples 
D) stratified samples 
E) random samples

Question 8

Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose that to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

Accepted Answer

A) a dual-purpose analysis. 
B) a piggyback study. 
C) a Siamese twin project. 
D) a two-for-one integrative study. 
E) dual experimentation. 
A) a dual-purpose analysis. 
B) a piggyback study. 
C) a Siamese twin project. 
D) a two-for-one integrative study. 
E) dual experimentation.

Question 9

The best experiments are those in which:

Accepted Answer

A) all variables are allowed to act freely. 
B) all variables are held constant except the ones being manipulated. 
C) all factors provide the desired results. 
D) the subjects are unpaid volunteers. 
E) two variables are held constant while all of the others are manipulated. 
A) all variables are allowed to act freely. 
B) all variables are held constant except the ones being manipulated. 
C) all factors provide the desired results. 
D) the subjects are unpaid volunteers. 
E) two variables are held constant while all of the others are manipulated.

Question 10

_____ research depends on watching what people do.

Accepted Answer

A) Anonymous viewership 
B) Observation 
C) Interactive 
D) Personal scanner 
E) Survey 
A) Anonymous viewership 
B) Observation 
C) Interactive 
D) Personal scanner 
E) Survey

Question 11

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

Accepted Answer

A) Sampling error 
B) Research error 
C) Nonresponse error 
D) Measurement error 
E) Random error 
A) Sampling error 
B) Research error 
C) Nonresponse error 
D) Measurement error 
E) Random error

Question 12

A researcher wants to determine what percentage of the population in the southeastern United States would use a mass transit system if it were well maintained.He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every hundredth page as his sample.He has made a _____ error.

Accepted Answer

A) targeting 
B) random 
C) nonprobability 
D) frame 
E) reliability 
A) targeting 
B) random 
C) nonprobability 
D) frame 
E) reliability

Question 13

Many people surveyed say they are environmentally conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

Accepted Answer

A) Nonresponse 
B) Frame 
C) Random 
D) Measurement 
E) None of the choices apply 
A) Nonresponse 
B) Frame 
C) Random 
D) Measurement 
E) None of the choices apply

Question 14

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Accepted Answer

A) True 
 B)False

Question 15

All of the following are advantages associated with the use of Internet surveys EXCEPT:

Accepted Answer

A) decreased costs 
B) ability to contact hard-to-reach respondents 
C) reduced measurement error 
D) ability to get survey results much more rapidly 
E) ability to personalize the survey 
A) decreased costs 
B) ability to contact hard-to-reach respondents 
C) reduced measurement error 
D) ability to get survey results much more rapidly 
E) ability to personalize the survey

Question 16

British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day.Marketers conducted focus groups,a type of _____,which revealed that participants were having particular trouble getting their required servings of vegetables.

Accepted Answer

A) mail survey 
B) mall intercept 
C) ethnographic research 
D) personal interviewing 
E) experiment 
A) mail survey 
B) mall intercept 
C) ethnographic research 
D) personal interviewing 
E) experiment

Question 17

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference.Which of the following types of questions would best deliver such information?

Accepted Answer

A) True-false questions 
B) Mix-and-match questions 
C) Open-ended questions 
D) Scaled-response questions 
E) Closed-ended questions 
A) True-false questions 
B) Mix-and-match questions 
C) Open-ended questions 
D) Scaled-response questions 
E) Closed-ended questions

Question 18

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.In addition to understanding potential students' attitudes and intentions regarding online degree programs,the administration has also asked the students to gather data on another project regarding the public's attitude toward the university.Gathering data on two different projects using one questionnaire is called a(n)_____ study.

Accepted Answer

A) piggyback 
B) dichotomous 
C) dual-purpose 
D) compound 
E) synergistic 
A) piggyback 
B) dichotomous 
C) dual-purpose 
D) compound 
E) synergistic

Question 19

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.

Accepted Answer

A) True 
 B)False

Question 20

Marriott's decision on creating a phone app allowed it to gather data from every type of handset.

Accepted Answer

A) True 
 B)False

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

A(n)_____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

A(n)_____ is an interactive,flexible,computerized information system that enables managers to obtain and manipulate information as they are making decisions.

In contrast to marketing research problems,management decision problems are:

What is the chief advantage of primary data?

Which type of survey research method involves interviewing people in the common areas of shopping malls?

All of the following are types of probability samples EXCEPT:

The best experiments are those in which:

_____ research depends on watching what people do.

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

Many people surveyed say they are environmentally conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

All of the following are advantages associated with the use of Internet surveys EXCEPT:

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference.Which of the following types of questions would best deliver such information?

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.

Marriott's decision on creating a phone app allowed it to gather data from every type of handset.

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

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

A(n)_____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

A(n)_____ is an interactive,flexible,computerized information system that enables managers to obtain and manipulate information as they are making decisions.

In contrast to marketing research problems,management decision problems are:

What is the chief advantage of primary data?

Which type of survey research method involves interviewing people in the common areas of shopping malls?

All of the following are types of probability samples EXCEPT:

The best experiments are those in which:

_____ research depends on watching what people do.

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

Many people surveyed say they are environmentally conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

All of the following are advantages associated with the use of Internet surveys EXCEPT:

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference.Which of the following types of questions would best deliver such information?

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.

Marriott's decision on creating a phone app allowed it to gather data from every type of handset.

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