Question 1

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

Accepted Answer

A) Panel research 
B) Experimental research 
C) Survey research 
D) Scanner research 
E) Focus group research 
A) Panel research 
B) Experimental research 
C) Survey research 
D) Scanner research 
E) Focus group research

Question 2

Structured questions are easier for respondents to answer.

Accepted Answer

A) True 
 B)False

Question 3

What are the disadvantages of secondary research?

Accepted Answer

-The information may not be precisely re

Question 4

Data obtained from reports published in magazines and newspapers is primary data.

Accepted Answer

A) True 
 B)False

Question 5

Reliability is the extent to which a study measures what it is supposed to measure.

Accepted Answer

A) True 
 B)False

Question 6

The Canadian Wireless Communication is a $50 billion industry.The number of Canadian cell phone subscribers exceeds 30 million and 99% of the Canadian population has access to wireless services.In 2014, the big three players of this industry Rogers, TELUS and Bell have 37.3%, 31.6%, and 31.1% of market share respectively.These big three make up for 29.45 million subscribers and the remaining 1.25 million will be made up all new entrant and small carries (WIND, Moblicity, Videotron, Shaw, or Public Mobile).

Accepted Answer

Students answer will vary.They need to d

Question 7

Which of the following statements is true of the effect of social media in market research?

Accepted Answer

A) It gives anonymity to participants that could encourage extreme opinions and comments. 
B) It usually results in a high degree of interviewer bias. 
C) It is hardly useful as people of only a particular age group use social media. 
D) It usually fails in developing any online community for companies. 
E) It reduces any risk of ethical issues. 
A) It gives anonymity to participants that could encourage extreme opinions and comments. 
B) It usually results in a high degree of interviewer bias. 
C) It is hardly useful as people of only a particular age group use social media. 
D) It usually fails in developing any online community for companies. 
E) It reduces any risk of ethical issues.

Question 8

Qualtrics, a popular survey tool, is used in which of the following research methods?

Accepted Answer

A) In-depth interviews 
B) Focus groups 
C) Projective technique 
D) Ethnography 
E) Web surveys 
A) In-depth interviews 
B) Focus groups 
C) Projective technique 
D) Ethnography 
E) Web surveys

Question 9

The Canadian Marketing Association:

Accepted Answer

A) is not concerned with the data collection done by federal government institutions. 
B) governs the collection, use, and retention of personal data by the private sector. 
C) is not concerned with the way clients and suppliers are treated during market research. 
D) supports maintaining research integrity by avoiding misrepresentation or omission of pertinent research data. 
E) supports selling or fundraising under the guise of conducting research. 
A) is not concerned with the data collection done by federal government institutions. 
B) governs the collection, use, and retention of personal data by the private sector. 
C) is not concerned with the way clients and suppliers are treated during market research. 
D) supports maintaining research integrity by avoiding misrepresentation or omission of pertinent research data. 
E) supports selling or fundraising under the guise of conducting research.

Question 10

Which of the following statements is NOT true of in-depth interviews?

Accepted Answer

A) They usually require larger sample compared to surveys. 
B) They are relatively time consuming. 
C) They could provide an historical context for a research subject. 
D) They can communicate how people really feel about a product or service. 
E) The results of in-depth interviews can be used to develop surveys. 
A) They usually require larger sample compared to surveys. 
B) They are relatively time consuming. 
C) They could provide an historical context for a research subject. 
D) They can communicate how people really feel about a product or service. 
E) The results of in-depth interviews can be used to develop surveys.

Question 11

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry, is known as:

Accepted Answer

A) panel research. 
B) survey research. 
C) an in-depth interview. 
D) a focus group. 
E) projective technique. 
A) panel research. 
B) survey research. 
C) an in-depth interview. 
D) a focus group. 
E) projective technique.

Question 12

The focus group is an exploratory research technique in which:

Accepted Answer

A) closed-ended questions for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate. 
B) the research systematically manipulates one or more variables to determine which variable(s)have a causal effect on another variable. 
C) the researcher studies people in their daily lives and activities in their homes, work, and communities. 
D) a small group comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator. 
E) a set of questions is designed to gather information from respondents and thereby accomplish the researchers' objectives. 
A) closed-ended questions for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate. 
B) the research systematically manipulates one or more variables to determine which variable(s)have a causal effect on another variable. 
C) the researcher studies people in their daily lives and activities in their homes, work, and communities. 
D) a small group comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator. 
E) a set of questions is designed to gather information from respondents and thereby accomplish the researchers' objectives.

Question 13

Kids 'N' Toys, a popular toy company, is conducting marketing research to gauge the response to its new doll before introducing it to the market on a large scale.The target market for this doll consists of girls between the ages of four and eight.To conduct the study, Kids 'N' Toys randomly selected 100 girls in this age group from various schools in the country and studied their response.The process of selecting the group of girls from various schools for the study is known as:

Accepted Answer

A) syndication. 
B) sampling. 
C) hypothesizing. 
D) validation. 
E) analyzing. 
A) syndication. 
B) sampling. 
C) hypothesizing. 
D) validation. 
E) analyzing.

Question 14

A company that manufactures bicycles for kids wants to monitor the reactions of kids when they are taken to the bicycle store.This is done through a closed-circuit camera installed in the bicycle store.Which of the following research methods is being employed by the company?

Accepted Answer

A) In-depth interviews 
B) Experimental research 
C) Projective technique 
D) Observation 
E) Focus groups 
A) In-depth interviews 
B) Experimental research 
C) Projective technique 
D) Observation 
E) Focus groups

Question 15

Which of the following types of quantitative research involves collecting information from a group of consumers over time?

Accepted Answer

A) Scanner data 
B) Experimental research 
C) Panel data 
D) Exploratory research 
E) Survey research 
A) Scanner data 
B) Experimental research 
C) Panel data 
D) Exploratory research 
E) Survey research

Question 16

Which of the following best describes primary research?

Accepted Answer

A) It reduces data collection costs. 
B) It saves data collection time because the data is readily available. 
C) It offers behavioural insights and answers specific questions. 
D) The information obtained from this research may not be as timely as needed. 
E) The information obtained from this research may not be relevant to a company's information needs. 
A) It reduces data collection costs. 
B) It saves data collection time because the data is readily available. 
C) It offers behavioural insights and answers specific questions. 
D) The information obtained from this research may not be as timely as needed. 
E) The information obtained from this research may not be relevant to a company's information needs.

Question 17

Which of the following is NOT a step in the marketing research process?

Accepted Answer

A) Design the research plan 
B) Define mission statement and objective 
C) Analyze data 
D) Collect data 
E) Determine action plan 
A) Design the research plan 
B) Define mission statement and objective 
C) Analyze data 
D) Collect data 
E) Determine action plan

Question 18

Darren wants to know the customers' opinion on the existing products of his company.He collects this information by bringing together a few of his important customers and having a detailed discussion with them.Identify the method of research used by Darren.

Accepted Answer

A) experimental research. 
B) structured survey. 
C) focus group. 
D) projective technique. 
E) observation. 
A) experimental research. 
B) structured survey. 
C) focus group. 
D) projective technique. 
E) observation.

Question 19

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

Accepted Answer

A) panel data. 
B) exploratory research. 
C) survey research. 
D) syndicated data. 
E) scanner data. 
A) panel data. 
B) exploratory research. 
C) survey research. 
D) syndicated data. 
E) scanner data.

Question 20

Assuming that a particular market research study will reduce uncertainty associated with the proposed project, which of the following is the second question that needs to be addressed before starting the study?

Accepted Answer

A) How will the results be presented? 
B) Will observation research be considered intrusive? 
C) Is top management committed to the study? 
D) How will the questions be defined? 
E) Who will manage the research? 
A) How will the results be presented? 
B) Will observation research be considered intrusive? 
C) Is top management committed to the study? 
D) How will the questions be defined? 
E) Who will manage the research?

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

Structured questions are easier for respondents to answer.

What are the disadvantages of secondary research?

Data obtained from reports published in magazines and newspapers is primary data.

Reliability is the extent to which a study measures what it is supposed to measure.

Which of the following statements is true of the effect of social media in market research?

Qualtrics, a popular survey tool, is used in which of the following research methods?

The Canadian Marketing Association:

Which of the following statements is NOT true of in-depth interviews?

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry, is known as:

The focus group is an exploratory research technique in which:

A company that manufactures bicycles for kids wants to monitor the reactions of kids when they are taken to the bicycle store.This is done through a closed-circuit camera installed in the bicycle store.Which of the following research methods is being employed by the company?

Which of the following types of quantitative research involves collecting information from a group of consumers over time?

Which of the following best describes primary research?

Which of the following is NOT a step in the marketing research process?

Darren wants to know the customers' opinion on the existing products of his company.He collects this information by bringing together a few of his important customers and having a detailed discussion with them.Identify the method of research used by Darren.

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

Assuming that a particular market research study will reduce uncertainty associated with the proposed project, which of the following is the second question that needs to be addressed before starting the study?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 7: Marketing Research

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

Structured questions are easier for respondents to answer.

What are the disadvantages of secondary research?

Data obtained from reports published in magazines and newspapers is primary data.

Reliability is the extent to which a study measures what it is supposed to measure.

Which of the following statements is true of the effect of social media in market research?

Qualtrics, a popular survey tool, is used in which of the following research methods?

The Canadian Marketing Association:

Which of the following statements is NOT true of in-depth interviews?

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry, is known as:

The focus group is an exploratory research technique in which:

A company that manufactures bicycles for kids wants to monitor the reactions of kids when they are taken to the bicycle store.This is done through a closed-circuit camera installed in the bicycle store.Which of the following research methods is being employed by the company?

Which of the following types of quantitative research involves collecting information from a group of consumers over time?

Which of the following best describes primary research?

Which of the following is NOT a step in the marketing research process?

Darren wants to know the customers' opinion on the existing products of his company.He collects this information by bringing together a few of his important customers and having a detailed discussion with them.Identify the method of research used by Darren.

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

Assuming that a particular market research study will reduce uncertainty associated with the proposed project, which of the following is the second question that needs to be addressed before starting the study?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters