Question 1

Which data collection method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and other visual materials?

Accepted Answer

A)  face-to-face interviewing 
B)  online questionnaires 
C)  telephone interviewing 
D)  ethnographic research 
E)  mail questionnaires 
A)  face-to-face interviewing 
B)  online questionnaires 
C)  telephone interviewing 
D)  ethnographic research 
E)  mail questionnaires

Question 2

________ is the process of selecting respondents for a survey.

Accepted Answer

A)  Sampling 
B)  Prospecting 
C)  Modeling 
D)  Surveying 
E)  Representation 
A)  Sampling 
B)  Prospecting 
C)  Modeling 
D)  Surveying 
E)  Representation

Question 3

________ is the extent that the research design was set to measure what was intended to be measured.

Accepted Answer

A)  External validity 
B)  Internal validity 
C)  External reliability 
D)  Internal reliability 
E)  Representativeness 
A)  External validity 
B)  Internal validity 
C)  External reliability 
D)  Internal reliability 
E)  Representativeness

Question 4

What are market research ethics and why is it important that a firm follows market research ethics?

Accepted Answer

Market research ethics refers to taking

Question 5

Which of the following is true of focus groups?

Accepted Answer

A)  They are typically conducted in mall settings. 
B)  They are a type of descriptive research. 
C)  They are a type of one-on-one interview. 
D)  They are used to gather exploratory data. 
E)  They do not use a discussion leader. 
A)  They are typically conducted in mall settings. 
B)  They are a type of descriptive research. 
C)  They are a type of one-on-one interview. 
D)  They are used to gather exploratory data. 
E)  They do not use a discussion leader.

Question 6

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Accepted Answer

A) True 
 B)False

Question 7

In general, a research report will NOT include ________.

Accepted Answer

A)  an executive summary of the report that covers the high points of the total report 
B)  a description of the research methodology 
C)  a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis 
D)  a discussion of limitations of the study 
E)  a situation analysis 
A)  an executive summary of the report that covers the high points of the total report 
B)  a description of the research methodology 
C)  a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis 
D)  a discussion of limitations of the study 
E)  a situation analysis

Question 8

The first step in the market research process is to ________.

Accepted Answer

A)  determine how data will be collected 
B)  select samples 
C)  clearly understand the information needed by managers 
D)  set the mission statement for the research 
E)  determine a research design 
A)  determine how data will be collected 
B)  select samples 
C)  clearly understand the information needed by managers 
D)  set the mission statement for the research 
E)  determine a research design

Question 9

Researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m. and 4 p.m. The gathering of this quantitative data is an example of descriptive research using ________.

Accepted Answer

A)  a hierarchical format 
B)  a cross-sectional design 
C)  latitudinal tracking 
D)  a longitudinal design 
E)  ethnography 
A)  a hierarchical format 
B)  a cross-sectional design 
C)  latitudinal tracking 
D)  a longitudinal design 
E)  ethnography

Question 10

Discuss the components and functions of a marketing information system (MIS).

Accepted Answer

A typical MIS includes three important c

Question 11

As she stumbles over boxes of books in her cramped retail space, the owner of a successful independent book store has been thinking that she either needs to find a new location or expand her current space. What type of research design should she use to determine how her customers feel about the current store? Why?

Accepted Answer

This would be an opportunity to use expl

Question 12

Mall intercept studies are a commonly used type of face-to-face interview.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is true about a nonprobability sample?

Accepted Answer

A)  The hierarchical sampling method is used to select people who appear most willing to participate. 
B)  Representativeness is the key determinant of who participates. 
C)  A researcher uses personal judgment to select participants. 
D)  Every member of the population is included in the sample. 
E)  Each member of the population has some chance of being included in the sample. 
A)  The hierarchical sampling method is used to select people who appear most willing to participate. 
B)  Representativeness is the key determinant of who participates. 
C)  A researcher uses personal judgment to select participants. 
D)  Every member of the population is included in the sample. 
E)  Each member of the population has some chance of being included in the sample.

Question 14

A marketing manager can use a(n) ________ to run multidimensional scaling that creates perceptual maps.

Accepted Answer

A)  acquired database 
B)  marketing information system 
C)  data warehouse 
D)  marketing decision support system 
E)  competitive intelligence system 
A)  acquired database 
B)  marketing information system 
C)  data warehouse 
D)  marketing decision support system 
E)  competitive intelligence system

Question 15

Which of the following is NOT a major data source for a marketing information system (MIS)?

Accepted Answer

A)  internal company data 
B)  market intelligence 
C)  market research 
D)  acquired databases 
E)  modeling software 
A)  internal company data 
B)  market intelligence 
C)  market research 
D)  acquired databases 
E)  modeling software

Question 16

Describe the function of customer insights.

Accepted Answer

Customer insights refers to the collecti

Question 17

What is a major drawback of probability sampling?

Accepted Answer

A)  It can be time consuming. 
B)  The sample is proportionate to the population. 
C)  The most difficult population from which to obtain information is chosen. 
D)  Everyone has an equal chance of selection. 
E)  Marketers must rely on the judgment of the researcher in respondent selection. 
A)  It can be time consuming. 
B)  The sample is proportionate to the population. 
C)  The most difficult population from which to obtain information is chosen. 
D)  Everyone has an equal chance of selection. 
E)  Marketers must rely on the judgment of the researcher in respondent selection.

Question 18

Which of the following methods of gathering exploratory data was derived from anthropology?

Accepted Answer

A)  focus groups 
B)  one-on-one interviews 
C)  case studies 
D)  longitudinal studies 
E)  ethnography 
A)  focus groups 
B)  one-on-one interviews 
C)  case studies 
D)  longitudinal studies 
E)  ethnography

Question 19

Explain the common problems that international market researchers encounter.

Accepted Answer

International researchers deal with less

Question 20

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

Accepted Answer

A)  systematic 
B)  convenience 
C)  stratified 
D)  quota 
E)  simple random 
A)  systematic 
B)  convenience 
C)  stratified 
D)  quota 
E)  simple random

Which data collection method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and other visual materials?

________ is the process of selecting respondents for a survey.

________ is the extent that the research design was set to measure what was intended to be measured.

What are market research ethics and why is it important that a firm follows market research ethics?

Which of the following is true of focus groups?

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

In general, a research report will NOT include ________.

The first step in the market research process is to ________.

Researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m. and 4 p.m. The gathering of this quantitative data is an example of descriptive research using ________.

Discuss the components and functions of a marketing information system (MIS).

Mall intercept studies are a commonly used type of face-to-face interview.

Which of the following is true about a nonprobability sample?

A marketing manager can use a(n) ________ to run multidimensional scaling that creates perceptual maps.

Which of the following is NOT a major data source for a marketing information system (MIS)?

Describe the function of customer insights.

What is a major drawback of probability sampling?

Which of the following methods of gathering exploratory data was derived from anthropology?

Explain the common problems that international market researchers encounter.

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

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

Which data collection method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and other visual materials?

________ is the process of selecting respondents for a survey.

________ is the extent that the research design was set to measure what was intended to be measured.

What are market research ethics and why is it important that a firm follows market research ethics?

Which of the following is true of focus groups?

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

In general, a research report will NOT include ________.

The first step in the market research process is to ________.

Researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m. and 4 p.m. The gathering of this quantitative data is an example of descriptive research using ________.

Discuss the components and functions of a marketing information system (MIS).

Mall intercept studies are a commonly used type of face-to-face interview.

Which of the following is true about a nonprobability sample?

A marketing manager can use a(n) ________ to run multidimensional scaling that creates perceptual maps.

Which of the following is NOT a major data source for a marketing information system (MIS)?

Describe the function of customer insights.

What is a major drawback of probability sampling?

Which of the following methods of gathering exploratory data was derived from anthropology?

Explain the common problems that international market researchers encounter.

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

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