Question 1

Stratified sampling may reduce some of the error that could occur in a simple random sample.

Accepted Answer

A) True 
 B)False

Question 2

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ____ question.

Accepted Answer

A) open-ended 
B) dichotomous 
C) forced-sum-choice 
D) multiple-choice 
E) limited-choice 
A) open-ended 
B) dichotomous 
C) forced-sum-choice 
D) multiple-choice 
E) limited-choice

Question 3

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Accepted Answer

A) Observation uses secondary sources of data. 
B) Observation depends on mall interviews. 
C) Observation can tell Nathan what is being done, but not why. 
D) Observation focuses on open-ended questions. 
E) Observation works best for telephone surveys. 
A) Observation uses secondary sources of data. 
B) Observation depends on mall interviews. 
C) Observation can tell Nathan what is being done, but not why. 
D) Observation focuses on open-ended questions. 
E) Observation works best for telephone surveys.

Question 4

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

Accepted Answer

A) statistical interpretation. 
B) mail surveys. 
C) observation. 
D) personal interviews. 
E) experimentation. 
A) statistical interpretation. 
B) mail surveys. 
C) observation. 
D) personal interviews. 
E) experimentation.

Question 5

Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing.
-Refer to Scenario 5.2. Colin went to the university library and collected everything he could find on the kayaking and canoeing sports industries. He found a significant amount of information, but it didn't seem to be in the format that he could actually use in his analysis. Colin realized that he could just use this preliminary data as a resource to help him design his plan for utilizing focus groups and possibly for designing a survey. The preliminary data is referred to as _____, while the data from focus groups and surveys is ______.

Accepted Answer

A) primary data; secondary and observational 
B) secondary data; primary 
C) secondary data; observational 
D) exploratory data; primary 
E) primary data; descriptive 
A) primary data; secondary and observational 
B) secondary data; primary 
C) secondary data; observational 
D) exploratory data; primary 
E) primary data; descriptive

Question 6

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

Accepted Answer

A) a marketing information system. 
B) a business software database. 
C) online information. 
D) U.S.Census data. 
E) single-source data. 
A) a marketing information system. 
B) a business software database. 
C) online information. 
D) U.S.Census data. 
E) single-source data.

Question 7

Compare the advantages and disadvantages of the two types of collecting a sample.

Accepted Answer

The answer of Compare the advantages and disadvantages of the...

Question 8

All the elements, individuals, or units of interest to researchers for a specific study are called the

Accepted Answer

A) data set. 
B) sample. 
C) population. 
D) focus group. 
E) target market. 
A) data set. 
B) sample. 
C) population. 
D) focus group. 
E) target market.

Question 9

Why is ethics an important consideration in marketing research?

Accepted Answer

The answer of Why is ethics an important consideration in...

Question 10

The objective of sampling in marketing research is to

Accepted Answer

A) obtain responses from as many people as possible. 
B) control independent variables that might influence research results. 
C) select representative units from a total population. 
D) ensure that measures in the study are reliable. 
E) provide data that can be used to test the hypotheses being investigated. 
A) obtain responses from as many people as possible. 
B) control independent variables that might influence research results. 
C) select representative units from a total population. 
D) ensure that measures in the study are reliable. 
E) provide data that can be used to test the hypotheses being investigated.

Question 11

How is it possible to increase the response rate of a mail survey?

Accepted Answer

Increasing the response rate of a mail s

Question 12

Corporate executives often prefer marketing research findings to be put into a report

Accepted Answer

A) full of statistical analysis with details on methods employed by the researchers. 
B) examining the ethical implications of implementing results from the research report. 
C) that exposes no deficiencies or limitations of the research process. 
D) that is clear, short, and simply expressed. 
E) expressing the views and beliefs of top management about the research problem. 
A) full of statistical analysis with details on methods employed by the researchers. 
B) examining the ethical implications of implementing results from the research report. 
C) that exposes no deficiencies or limitations of the research process. 
D) that is clear, short, and simply expressed. 
E) expressing the views and beliefs of top management about the research problem.

Question 13

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

Accepted Answer

A) the faculty and staff of the University of Michigan. 
B) all college-aged adults in the state of Michigan. 
C) all the people who live in Ann Arbor and surrounding areas. 
D) undergraduate students at the University of Michigan. 
E) all students, faculty, supporters, and staff of the University of Michigan. 
A) the faculty and staff of the University of Michigan. 
B) all college-aged adults in the state of Michigan. 
C) all the people who live in Ann Arbor and surrounding areas. 
D) undergraduate students at the University of Michigan. 
E) all students, faculty, supporters, and staff of the University of Michigan.

Question 14

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

Accepted Answer

A) marketing research focus. 
B) marketing knowledge bank. 
C) marketing information system. 
D) marketing strategy. 
E) data-gathering system. 
A) marketing research focus. 
B) marketing knowledge bank. 
C) marketing information system. 
D) marketing strategy. 
E) data-gathering system.

Question 15

Explain the conditions that would favor an exploratory study over a conclusive study.

Accepted Answer

The answer of Explain the conditions that would favor an...

Question 16

In what type of sampling does every element have a known chance of being selected for study?

Accepted Answer

A) Quota 
B) Stratified 
C) Random 
D) Nonprobability 
E) Probability 
A) Quota 
B) Stratified 
C) Random 
D) Nonprobability 
E) Probability

Question 17

An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

Accepted Answer

A) purchase diaries 
B) telephone surveys 
C) online surveys 
D) focus-group interviews 
E) immediate feedback forms 
A) purchase diaries 
B) telephone surveys 
C) online surveys 
D) focus-group interviews 
E) immediate feedback forms

Question 18

Unethical behavior in the research process is not a major problem in the reporting of research findings.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Accepted Answer

A) Quota 
B) Stratified 
C) Nonprobability 
D) Cluster 
E) Snowball 
A) Quota 
B) Stratified 
C) Nonprobability 
D) Cluster 
E) Snowball

Question 20

Which of the following statements about conducting marketing research internationally is false?

Accepted Answer

A) The marketing research process may need to be modified to allow for regional differences. 
B) A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data. 
C) Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language. 
D) Specific differences among countries can have a profound influence in data gathering. 
E) Specific differences among countries have no affect on data gathering or the marketing research process. 
A) The marketing research process may need to be modified to allow for regional differences. 
B) A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data. 
C) Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language. 
D) Specific differences among countries can have a profound influence in data gathering. 
E) Specific differences among countries have no affect on data gathering or the marketing research process.

Stratified sampling may reduce some of the error that could occur in a simple random sample.

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ____ question.

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

Compare the advantages and disadvantages of the two types of collecting a sample.

All the elements, individuals, or units of interest to researchers for a specific study are called the

Why is ethics an important consideration in marketing research?

The objective of sampling in marketing research is to

How is it possible to increase the response rate of a mail survey?

Corporate executives often prefer marketing research findings to be put into a report

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

Explain the conditions that would favor an exploratory study over a conclusive study.

In what type of sampling does every element have a known chance of being selected for study?

An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

Unethical behavior in the research process is not a major problem in the reporting of research findings.

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Which of the following statements about conducting marketing research internationally is false?

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 5: Marketing Research and Information Systems

Stratified sampling may reduce some of the error that could occur in a simple random sample.

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ____ question.

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

Compare the advantages and disadvantages of the two types of collecting a sample.

All the elements, individuals, or units of interest to researchers for a specific study are called the

Why is ethics an important consideration in marketing research?

The objective of sampling in marketing research is to

How is it possible to increase the response rate of a mail survey?

Corporate executives often prefer marketing research findings to be put into a report

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

Explain the conditions that would favor an exploratory study over a conclusive study.

In what type of sampling does every element have a known chance of being selected for study?

An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

Unethical behavior in the research process is not a major problem in the reporting of research findings.

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Which of the following statements about conducting marketing research internationally is false?

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters