Question 1

CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

Accepted Answer

A) conclusive research 
B) exploratory research 
C) descriptive research 
D) causal research 
E) expeditionary research 
A) conclusive research 
B) exploratory research 
C) descriptive research 
D) causal research 
E) expeditionary research

Question 3

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.

Accepted Answer

A) True 
 B)False

Question 4

A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

Accepted Answer

A) True 
 B)False

Question 5

According to the text, the main method of causal research is a panel.

Accepted Answer

A) True 
 B)False

Question 6

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

Accepted Answer

A) cross-sectional design 
B) longitudinal design 
C) horizontal design 
D) vertical design 
E) conditional design 
A) cross-sectional design 
B) longitudinal design 
C) horizontal design 
D) vertical design 
E) conditional design

Question 7

Which of the following is not a disadvantage of secondary data?

Accepted Answer

A) the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation 
B) may lack in accuracy 
C) may be expensive and time consuming 
D) may not be completely current 
E) may lack relevance 
A) the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation 
B) may lack in accuracy 
C) may be expensive and time consuming 
D) may not be completely current 
E) may lack relevance

Question 8

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is a type of scanner data that is currently available?

Accepted Answer

A) scanner panels 
B) modular data 
C) volume-tracking data 
D) scanner panels with cable TV 
E) A, C, and D 
A) scanner panels 
B) modular data 
C) volume-tracking data 
D) scanner panels with cable TV 
E) A, C, and D

Question 10

Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

Accepted Answer

A) True 
 B)False

Question 11

Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

Accepted Answer

A) True 
 B)False

Question 12

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Accepted Answer

In purchase panels respondents record th

Question 13

Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT an example of a descriptive research goal?

Accepted Answer

A) to develop a profile of a target market 
B) to determine the cause of a sales decrease 
C) to estimate the frequency of product use as a basis for sales forecasts 
D) to determine the degree to which marketing variables are associated 
E) to determine the relationship between product use and perception of product characteristics 
A) to develop a profile of a target market 
B) to determine the cause of a sales decrease 
C) to estimate the frequency of product use as a basis for sales forecasts 
D) to determine the degree to which marketing variables are associated 
E) to determine the relationship between product use and perception of product characteristics

Question 15

Syndicated services or sources can be classified based on the unit of measurement.

Accepted Answer

A) True 
 B)False

Question 16

Information gathered from social media is used to ________.

Accepted Answer

A) understand the market 
B) answer clients' concerns 
C) connect to consumers and potential participants 
D) conduct online research 
E) all of the above 
A) understand the market 
B) answer clients' concerns 
C) connect to consumers and potential participants 
D) conduct online research 
E) all of the above

Question 17

External sources may be broadly classified as general business/non-government data, government data, or syndicated data.

Accepted Answer

A) True 
 B)False

Question 18

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is NOT one of the major types of descriptive studies?

Accepted Answer

A) internally or externally focused sales studies 
B) consumer perception and behavior studies 
C) cause-and-effect qualitative studies 
D) market characteristic studies 
E) consumer behavior studies 
A) internally or externally focused sales studies 
B) consumer perception and behavior studies 
C) cause-and-effect qualitative studies 
D) market characteristic studies 
E) consumer behavior studies

Question 20

When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________.

Accepted Answer

A) focus groups of husbands, wives, and children 
B) only secondary data collection 
C) focus groups composed of both males and females 
D) interviews with several in-country experts now living in the United States 
E) one-on-one depth interviews matching respondents and interviewers by gender 
A) focus groups of husbands, wives, and children 
B) only secondary data collection 
C) focus groups composed of both males and females 
D) interviews with several in-country experts now living in the United States 
E) one-on-one depth interviews matching respondents and interviewers by gender

CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.

A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

According to the text, the main method of causal research is a panel.

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

Which of the following is not a disadvantage of secondary data?

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

Which of the following is a type of scanner data that is currently available?

Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.

Which of the following is NOT an example of a descriptive research goal?

Syndicated services or sources can be classified based on the unit of measurement.

Information gathered from social media is used to ________.

External sources may be broadly classified as general business/non-government data, government data, or syndicated data.

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Which of the following is NOT one of the major types of descriptive studies?

When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 3: Research Design, Secondary and Syndicated Data

CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.

A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

According to the text, the main method of causal research is a panel.

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

Which of the following is not a disadvantage of secondary data?

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

Which of the following is a type of scanner data that is currently available?

Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.

Which of the following is NOT an example of a descriptive research goal?

Syndicated services or sources can be classified based on the unit of measurement.

Information gathered from social media is used to ________.

External sources may be broadly classified as general business/non-government data, government data, or syndicated data.

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Which of the following is NOT one of the major types of descriptive studies?

When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters