Question 1

The role of a customer insight specialist is typically a support role across a company's strategic business units (SBUs).

Accepted Answer

A) True 
 B)False  True

Question 2

Which of the following would most likely be used in a focus group?

Accepted Answer

A)  an fMRI machine to better understand why consumers make the decisions they do 
B)  a one-way mirror that allows a client to observe the group 
C)  a longitudinal design that tracks the responses of members of the group over time 
D)  an experiment that attempts to rule out some explanations for consumer decisions 
E)  a cross-sectional design that collects information from a large number of respondents 
A)  an fMRI machine to better understand why consumers make the decisions they do 
B)  a one-way mirror that allows a client to observe the group 
C)  a longitudinal design that tracks the responses of members of the group over time 
D)  an experiment that attempts to rule out some explanations for consumer decisions 
E)  a cross-sectional design that collects information from a large number of respondents B

Question 3

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Accepted Answer

A)  latitudinal 
B)  cause-and-effect 
C)  longitudinal 
D)  cross-sectional 
E)  hierarchical 
A)  latitudinal 
B)  cause-and-effect 
C)  longitudinal 
D)  cross-sectional 
E)  hierarchical C

Question 4

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

Accepted Answer

A)  validity 
B)  responsiveness 
C)  representativeness 
D)  flexibility 
E)  reliability 
A)  validity 
B)  responsiveness 
C)  representativeness 
D)  flexibility 
E)  reliability

Question 5

A manager in a grocery store decides to place packages of pound cake in two different locations in the store. One display of the cake also includes other bakery items. The second display of the cake is in the vegetable section of the store, placed next to the shelf full of boxes of fresh strawberries. The grocery store manager wants to learn which of the two locations will most encourage customers to buy the cake. What format of research is the store manager conducting? Explain your answer.

Accepted Answer

The store manager is conducting an exper

Question 6

What is the difference between data and information?

Accepted Answer

Data, which are raw and unorga

Question 7

Managers of a movie theater company want to learn more about what types of premium services their customers who participate in the theater's loyalty program most desire and would be willing to pay a premium price for. The managers use a computer program that selects customers in a lottery style from the company's database to receive an online survey and loyalty points for completing the survey about premium services. What kind of sampling technique do the movie theater managers use?

Accepted Answer

A)  simple random sampling 
B)  cluster sampling 
C)  stratified sampling 
D)  systematic sampling 
E)  convenience sampling 
A)  simple random sampling 
B)  cluster sampling 
C)  stratified sampling 
D)  systematic sampling 
E)  convenience sampling

Question 8

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

Accepted Answer

A)  finding a convenience sample 
B)  generalizing the results to the rest of the population 
C)  administering the questions 
D)  orchestrating cooperation among participants 
E)  generating qualitative data 
A)  finding a convenience sample 
B)  generalizing the results to the rest of the population 
C)  administering the questions 
D)  orchestrating cooperation among participants 
E)  generating qualitative data

Question 9

What is the difference in the qualitative versus quantitative approach to research?

Accepted Answer

In the qualitative approach, the results

Question 10

Descriptive research is typically expressed in qualitative terms.

Accepted Answer

A) True 
 B)False

Question 11

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

Accepted Answer

A) True 
 B)False

Question 12

The most basic type of nonprobability sampling is a simple random sample.

Accepted Answer

A) True 
 B)False

Question 13

The market research process step of defining the research problem has three components: specifying the research objectives, identifying the consumer population of interest, and ________.

Accepted Answer

A)  placing the problem in an environmental context 
B)  determining a budget for the research process 
C)  selecting managers responsible for analyzing the data 
D)  determining whether primary data will be needed 
E)  deciding whether to hire a marketing research agency or to conduct the research in-house 
A)  placing the problem in an environmental context 
B)  determining a budget for the research process 
C)  selecting managers responsible for analyzing the data 
D)  determining whether primary data will be needed 
E)  deciding whether to hire a marketing research agency or to conduct the research in-house

Question 14

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

Accepted Answer

A)  mechanical observation 
B)  mall intercepts 
C)  ethnography 
D)  unobtrusive measurement 
E)  case studies 
A)  mechanical observation 
B)  mall intercepts 
C)  ethnography 
D)  unobtrusive measurement 
E)  case studies

Question 15

Which of the following questions should marketers first answer when they are determining their research design?

Accepted Answer

A)  What kind of sampling method should we use? 
B)  What type of focus group best fits our needs? 
C)  Do we need quantitative or qualitative data? 
D)  Does the information we need already exist? 
E)  How should we collect the data we need? 
A)  What kind of sampling method should we use? 
B)  What type of focus group best fits our needs? 
C)  Do we need quantitative or qualitative data? 
D)  Does the information we need already exist? 
E)  How should we collect the data we need?

Question 16

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Accepted Answer

A marketing decision support system (MDS

Question 17

In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is true of the U.S. Census Bureau data?

Accepted Answer

A)  It can be used to identify heavy users of specific products. 
B)  It includes information about the use of over 8,000 brands. 
C)  The full data collection process occurs only every 10 years. 
D)  The data is only available to paying subscribers. 
E)  It can be used to search for information from major media outlets. 
A)  It can be used to identify heavy users of specific products. 
B)  It includes information about the use of over 8,000 brands. 
C)  The full data collection process occurs only every 10 years. 
D)  The data is only available to paying subscribers. 
E)  It can be used to search for information from major media outlets.

Question 19

Marketing managers at a cosmetic company wanted to find out how resistant their product is to smudging. They hired a research firm to ask 293 women who were wearing the company's StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Accepted Answer

A)  syndicated research 
B)  custom research 
C)  case study research 
D)  secondary research 
E)  ethnography 
A)  syndicated research 
B)  custom research 
C)  case study research 
D)  secondary research 
E)  ethnography

Question 20

It is illegal for a website to share information with other companies about what search terms you have used.

Accepted Answer

A) True 
 B)False

The role of a customer insight specialist is typically a support role across a company's strategic business units (SBUs).

Which of the following would most likely be used in a focus group?

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

What is the difference between data and information?

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

What is the difference in the qualitative versus quantitative approach to research?

Descriptive research is typically expressed in qualitative terms.

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

The most basic type of nonprobability sampling is a simple random sample.

The market research process step of defining the research problem has three components: specifying the research objectives, identifying the consumer population of interest, and ________.

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

Which of the following questions should marketers first answer when they are determining their research design?

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.

Which of the following is true of the U.S. Census Bureau data?

It is illegal for a website to share information with other companies about what search terms you have used.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

Filters

Exam 4: Market Research

The role of a customer insight specialist is typically a support role across a company's strategic business units (SBUs).

Which of the following would most likely be used in a focus group?

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

What is the difference between data and information?

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

What is the difference in the qualitative versus quantitative approach to research?

Descriptive research is typically expressed in qualitative terms.

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

The most basic type of nonprobability sampling is a simple random sample.

The market research process step of defining the research problem has three components: specifying the research objectives, identifying the consumer population of interest, and ________.

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

Which of the following questions should marketers first answer when they are determining their research design?

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.

Which of the following is true of the U.S. Census Bureau data?

It is illegal for a website to share information with other companies about what search terms you have used.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

Filters