Exam 7: Marketing Research

Which of the following is a major advantage of primary research?

A research technique in which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue is called a(n):

If marketing researchers are ready to move beyond preliminary insights, they are ready to engage in:

Clientel Inc., a marketing research firm, is conducting a market research for a beverage company.After reviewing the situation, Clientel decides that a statistical evaluation will yield the best results.Which step of the research process is Clientel Inc.in?

What is biased data? Many fast food restaurants measure customer satisfaction after customer make a purchase.Explain how biased data could be an issue for fast food restaurants.

What are the advantages of primary research?

Which of the following quantitative research methods involves collecting information by using a questionnaire?

Focus groups gather qualitative data about initial reactions to a new or existing product or service, opinions about different competitive offerings, or reactions to marketing stimuli.

What is syndicated data?

Which of the following involves gathering qualitative data about initial reactions to a new or existing product or service, opinions about different competitive offerings, or reactions to marketing stimuli?

Zan hires a trained researcher to ask customers questions, listen to and record their answers, and then pose additional questions and clarify or expand on a particular issue that Zan is dealing with.Identify the research method used by Zan.

After defining the problems and objectives of his project, Marvin identifies the type of data needed.He then focuses on determining the type of research necessary to collect the data.Identify this step of the market research process.

An observational method that studies people in their daily lives and activities in their homes, work, and communities is called:

Which of the following is a structured question?

What is quantitative research?

Which of the following is a source of secondary data?

Ethnography is often used to determine how consumers might use a product.

The data collected from which of the following sources can be considered as primary data?

An open-ended question that allows respondents to answer in their own words is known as a(n):

Natalie is the marketing director of One Dollar stores, a retail chain in Canada.From the recent sales reports, Natalie notices that sales had increased in some stores and decreased in others.She is unable to predict the reason for this variation in sales.The method of research that Natalie is likely to employ to gain a better understanding of the variation and to clearly define its cause will be: