Question 1

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

Accepted Answer

A) Exploratory research 
B) Conclusive research 
C) Descriptive research 
D) Causal research 
E) Directed research 
A) Exploratory research 
B) Conclusive research 
C) Descriptive research 
D) Causal research 
E) Directed research

Question 2

According to the text, the collection process of secondary data is ________ compared to the collection process of primary data.

Accepted Answer

A) very involved 
B) the same 
C) rapid and easy 
D) not correlated 
E) long and involved 
A) very involved 
B) the same 
C) rapid and easy 
D) not correlated 
E) long and involved

Question 3

According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships.

Accepted Answer

A) True 
 B)False

Question 4

Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a characteristic of descriptive research?

Accepted Answer

A) based on data that is collected using small, nonrepresentative samples 
B) based on a clear statement of the problem 
C) based on specific hypotheses 
D) based on specification of the information needed 
E) collection of data in a structured fashion 
A) based on data that is collected using small, nonrepresentative samples 
B) based on a clear statement of the problem 
C) based on specific hypotheses 
D) based on specification of the information needed 
E) collection of data in a structured fashion

Question 6

According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.

Accepted Answer

A) True 
 B)False

Question 7

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

Accepted Answer

A) True 
 B)False

Question 8

Psychographics refers to ________.

Accepted Answer

A) qualitative inventories of business personalities 
B) pictorial renderings of individuals' psychological traits 
C) psychological assessments of consumers' behavior 
D) graphic depictions of psychological testing results 
E) quantified psychological profiles of individuals 
A) qualitative inventories of business personalities 
B) pictorial renderings of individuals' psychological traits 
C) psychological assessments of consumers' behavior 
D) graphic depictions of psychological testing results 
E) quantified psychological profiles of individuals

Question 9

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

Question 10

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 11

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.

Accepted Answer

A) True 
 B)False

Question 14

Periodic surveys measure the same group of respondents over time but not necessarily on the same variables.

Accepted Answer

A) True 
 B)False

Question 15

A ________ is a centralized database that consolidates company-wide data from a variety of operational systems.

Accepted Answer

A) syndicated service 
B) bibliography 
C) competitive intelligence system 
D) Standard Industry Classification (SI
C) system 
E) data warehouse 
A) syndicated service 
B) bibliography 
C) competitive intelligence system 
D) Standard Industry Classification (SI
C) system 
E) data warehouse

Question 16

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 17

In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.

Accepted Answer

Scanner data are useful for a variety of

Question 18

According to the text, a ________ provides a series of pictures, which track the changes that take place over time.

Accepted Answer

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

Question 19

In a short essay, explain the appeal of census data to marketers.

Accepted Answer

a. Relevant data captured. Census data a

Question 20

In a short essay describe the characteristics of a consumer panel and discuss the uses of this type of panel. Next, list and discuss the two classifications of panels.

Accepted Answer

a. A panel is made up of a group of indi

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

According to the text, the collection process of secondary data is ________ compared to the collection process of primary data.

According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships.

Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

Which of the following is NOT a characteristic of descriptive research?

According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

Psychographics refers to ________.

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 ________.

Information gathered from social media is used to ________.

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research.

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

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.

Periodic surveys measure the same group of respondents over time but not necessarily on the same variables.

A ________ is a centralized database that consolidates company-wide data from a variety of operational systems.

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

In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.

According to the text, a ________ provides a series of pictures, which track the changes that take place over time.

In a short essay, explain the appeal of census data to marketers.

In a short essay describe the characteristics of a consumer panel and discuss the uses of this type of panel. Next, list and discuss the two classifications of panels.

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

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

According to the text, the collection process of secondary data is ________ compared to the collection process of primary data.

According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships.

Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

Which of the following is NOT a characteristic of descriptive research?

According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

Psychographics refers to ________.

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 ________.

Information gathered from social media is used to ________.

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research.

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

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.

Periodic surveys measure the same group of respondents over time but not necessarily on the same variables.

A ________ is a centralized database that consolidates company-wide data from a variety of operational systems.

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

In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.

According to the text, a ________ provides a series of pictures, which track the changes that take place over time.

In a short essay, explain the appeal of census data to marketers.

In a short essay describe the characteristics of a consumer panel and discuss the uses of this type of panel. Next, list and discuss the two classifications of panels.

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