Question 1

________ assumes that the researcher has prior knowledge about the problem situation.

Accepted Answer

A) Exploratory research 
B) Descriptive research 
C) Objective research 
D) Subjective research 
E) Lead research 
A) Exploratory research 
B) Descriptive research 
C) Objective research 
D) Subjective research 
E) Lead research

Question 2

Descriptive research is a type of exploratory research that has as its major objective the description of something - usually market characteristics or functions.

Accepted Answer

A) True 
 B)False

Question 3

A characteristic of descriptive research is that it is often the front end of total research.

Accepted Answer

A) True 
 B)False

Question 4

Verifications of product movement by examining physical records or performing inventory analysis are characteristics of audits.

Accepted Answer

A) True 
 B)False

Question 5

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 6

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

Accepted Answer

A) Periodic surveys 
B) Panel surveys 
C) Shared surveys 
D) Parallel surveys 
E) Regular surveys 
A) Periodic surveys 
B) Panel surveys 
C) Shared surveys 
D) Parallel surveys 
E) Regular surveys

Question 7

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT ________.

Accepted Answer

A) brand and amount purchased 
B) price paid 
C) special deals used 
D) store where purchased 
E) All of the above are provided by those NPD respondents. 
A) brand and amount purchased 
B) price paid 
C) special deals used 
D) store where purchased 
E) All of the above are provided by those NPD respondents.

Question 8

A cause-and-effect study is a major type of descriptive study.

Accepted Answer

A) True 
 B)False

Question 9

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called volume-tracking data.

Accepted Answer

A) True 
 B)False

Question 10

According to the text, the main method of causal research is a(n)________.

Accepted Answer

A) panel 
B) focus group 
C) survey 
D) experiment 
E) client project 
A) panel 
B) focus group 
C) survey 
D) experiment 
E) client project

Question 11

Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards. At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically, databases gather the list of items that are scanned at check-out and match them to the shopper's records.

Accepted Answer

A) Maintaining these databases reduces grocery-store profits by 11 percent each year. 
B) In 2004, Congress proposed legislation limiting loyalty card programs. 
C) The supermarkets' data from these loyalty programs cannot be sold to syndicated research firms. 
D) Forty percent of supermarkets have reported increased sales as a result of implementing their loyalty card programs. 
E) Most consumers are unaware that the supermarkets have all this information on them. 
A) Maintaining these databases reduces grocery-store profits by 11 percent each year. 
B) In 2004, Congress proposed legislation limiting loyalty card programs. 
C) The supermarkets' data from these loyalty programs cannot be sold to syndicated research firms. 
D) Forty percent of supermarkets have reported increased sales as a result of implementing their loyalty card programs. 
E) Most consumers are unaware that the supermarkets have all this information on them.

Question 12

Which of the following is the best example in which to apply causal research?

Accepted Answer

A) the Andrew Jergens Company periodically conducting surveys to measure consumer's perceptions, attitudes and use of soap bars and related personal care products 
B) to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes 
C) to gain insights on why Nokia is losing market share in Asia 
D) to understand how consumers evaluate the Home Depot brand compared to competing brands 
E) one-on-one depth interviews matching respondents and interviewers by gender 
A) the Andrew Jergens Company periodically conducting surveys to measure consumer's perceptions, attitudes and use of soap bars and related personal care products 
B) to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes 
C) to gain insights on why Nokia is losing market share in Asia 
D) to understand how consumers evaluate the Home Depot brand compared to competing brands 
E) one-on-one depth interviews matching respondents and interviewers by gender

Question 13

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 14

In a short essay, describe an audit and list at least four uses of audit data.

Accepted Answer

A physical audit is a formal exam

Question 15

Which of the following practices might be unethical?

Accepted Answer

A) the use of secondary data alone when the research requires primary data collection 
B) The client is billed a fixed fee for the project. 
C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone 
D) Both A and C are correct. 
A) the use of secondary data alone when the research requires primary data collection 
B) The client is billed a fixed fee for the project. 
C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone 
D) Both A and C are correct.

Question 16

An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.

Accepted Answer

A) single-source data 
B) dual-source data 
C) multiple-source data 
D) qualitative data 
E) cashier data 
A) single-source data 
B) dual-source data 
C) multiple-source data 
D) qualitative data 
E) cashier data

Question 17

The collection of product movement data for wholesalers and retailers is called a focus group.

Accepted Answer

A) True 
 B)False

Question 18

The distinctive models of living of a society or some of its segments refers to ________.

Accepted Answer

A) geodemographics 
B) lifestyles 
C) psychometrics 
D) demographics 
E) usage segments 
A) geodemographics 
B) lifestyles 
C) psychometrics 
D) demographics 
E) usage segments

Question 19

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

Accepted Answer

A) True 
 B)False

Question 20

________ is data that originates outside of the client organization.

Accepted Answer

A) Internal data 
B) External data 
C) Modular data 
D) Secondary data 
E) Supporting data 
A) Internal data 
B) External data 
C) Modular data 
D) Secondary data 
E) Supporting data

________ assumes that the researcher has prior knowledge about the problem situation.

Descriptive research is a type of exploratory research that has as its major objective the description of something - usually market characteristics or functions.

A characteristic of descriptive research is that it is often the front end of total research.

Verifications of product movement by examining physical records or performing inventory analysis are characteristics of audits.

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

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

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT ________.

A cause-and-effect study is a major type of descriptive study.

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called volume-tracking data.

According to the text, the main method of causal research is a(n)________.

Which of the following is the best example in which to apply causal research?

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

In a short essay, describe an audit and list at least four uses of audit data.

Which of the following practices might be unethical?

An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.

The collection of product movement data for wholesalers and retailers is called a focus group.

The distinctive models of living of a society or some of its segments refers to ________.

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

________ is data that originates outside of the client organization.

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

________ assumes that the researcher has prior knowledge about the problem situation.

Descriptive research is a type of exploratory research that has as its major objective the description of something - usually market characteristics or functions.

A characteristic of descriptive research is that it is often the front end of total research.

Verifications of product movement by examining physical records or performing inventory analysis are characteristics of audits.

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

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

Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT ________.

A cause-and-effect study is a major type of descriptive study.

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called volume-tracking data.

According to the text, the main method of causal research is a(n)________.

Which of the following is the best example in which to apply causal research?

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

In a short essay, describe an audit and list at least four uses of audit data.

Which of the following practices might be unethical?

An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.

The collection of product movement data for wholesalers and retailers is called a focus group.

The distinctive models of living of a society or some of its segments refers to ________.

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

________ is data that originates outside of the client organization.

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