Question 1

The extent to which the same result is achieved when a study is repeated under identical situations is called:

Accepted Answer

A) plausibility. 
B) validity. 
C) probability. 
D) sustainability. 
E) reliability. 
A) plausibility. 
B) validity. 
C) probability. 
D) sustainability. 
E) reliability.

Question 2

The most important aspect of any market research project lies in:

Accepted Answer

A) correctly defining a research problem. 
B) determining the type of data needed. 
C) determining the sources necessary to collect data. 
D) analyzing and interpreting the collected data. 
E) presenting a detailed action plan. 
A) correctly defining a research problem. 
B) determining the type of data needed. 
C) determining the sources necessary to collect data. 
D) analyzing and interpreting the collected data. 
E) presenting a detailed action plan.

Question 3

Which of the following is an internal source of secondary data?

Accepted Answer

A) Government agencies 
B) Syndicated services 
C) Directories 
D) Journal articles 
E) Customer lists 
A) Government agencies 
B) Syndicated services 
C) Directories 
D) Journal articles 
E) Customer lists

Question 4

The term "secondary data" refers to the data that has been collected:

Accepted Answer

A) to address specific research needs. 
B) from in-depth interviews and surveys. 
C) prior to the start of the focal project. 
D) from a particular focus group. 
E) to address questions currently under investigation. 
A) to address specific research needs. 
B) from in-depth interviews and surveys. 
C) prior to the start of the focal project. 
D) from a particular focus group. 
E) to address questions currently under investigation.

Question 5

Some sources of external secondary data can be quickly accessed and at a relatively low cost.

Accepted Answer

A) True 
 B)False

Question 6

A marketing research report is effective when it is short, precise, and free of errors.

Accepted Answer

A) True 
 B)False

Question 7

A statement or proposition predicting a particular relationship among multiple variables is called the:

Accepted Answer

A) scanner data. 
B) syndicated data. 
C) hypothesis. 
D) sample. 
E) questionnaire. 
A) scanner data. 
B) syndicated data. 
C) hypothesis. 
D) sample. 
E) questionnaire.

Question 8

Randall wants to do an online survey of factors that influence the textbook selection process of college professors.Since Randall is unsure of how to go about this, which of the following could he use that would help him most in conducting the survey?

Accepted Answer

A) In-depth interviews 
B) International surveys 
C) Experimental research 
D) Observation 
E) Primary data mining 
A) In-depth interviews 
B) International surveys 
C) Experimental research 
D) Observation 
E) Primary data mining

Question 9

Briggs, a fast-food chain, conducted a survey at one of its outlets regarding the taste, price, and quality of its products.Briggs found that its customers were pleased with the taste and quality but felt that prices were a little high.When the same survey was conducted across its other outlets, it received different responses from customers.This shows that the survey conducted by Briggs may lack:

Accepted Answer

A) validity. 
B) plausibility. 
C) reliability. 
D) flexibility. 
E) rigidity. 
A) validity. 
B) plausibility. 
C) reliability. 
D) flexibility. 
E) rigidity.

Question 10

Explain the final step in the market research process.

Accepted Answer

In the final phase of the marketing rese

Question 11

Qualitative research is clear, contains structured questions, and has well-defined data sources.

Accepted Answer

A) True 
 B)False

Question 12

If Bell Canada obtains purchase history of its current customers to send them promotions for a new product, what data source Bell Canada uses?

Accepted Answer

A) Primary data 
B) Internal secondary data 
C) Survey research 
D) External secondary data 
E) Scanner data 
A) Primary data 
B) Internal secondary data 
C) Survey research 
D) External secondary data 
E) Scanner data

Question 13

Which of the following is an ethical practice in marketing research?

Accepted Answer

A) A pharmaceutical company not providing developing countries with drugs for HIV and AIDS 
B) A company excluding potential customers from a survey and selecting a desired group 
C) A company sharing customer data collected through surveys with third parties 
D) A company prohibiting selling and fundraising under the guise of conducting research 
E) A company ignoring parts of a study and presenting only the desired results in a report 
A) A pharmaceutical company not providing developing countries with drugs for HIV and AIDS 
B) A company excluding potential customers from a survey and selecting a desired group 
C) A company sharing customer data collected through surveys with third parties 
D) A company prohibiting selling and fundraising under the guise of conducting research 
E) A company ignoring parts of a study and presenting only the desired results in a report

Question 14

Which of the following research methods is the most popular type of quantitative research method that uses a questionnaire to study consumers' attitudes, preferences, behaviours, and knowledge about products and brands?

Accepted Answer

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

Question 15

Data that has been organized, analyzed, interpreted, and converted into a useful form for decision makers is called:

Accepted Answer

A) samples. 
B) hypotheses. 
C) information. 
D) observation. 
E) codes. 
A) samples. 
B) hypotheses. 
C) information. 
D) observation. 
E) codes.

Question 16

In-depth interviews are particularly useful in providing historical context for a phenomenon when they include industry experts or experienced consumers.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following questions is open-ended?

Accepted Answer

A) What is your opinion on leadership in the country? 
B) Should young children be allowed to eat fast-foods as part of their daily diet? Yes/No 
C) Rate the appearance of the product on a scale of 1 to 10, with 10 being the most preferred appearance. 
D) Do you eat meat? Yes/No 
E) What is your gender? Male/Female 
A) What is your opinion on leadership in the country? 
B) Should young children be allowed to eat fast-foods as part of their daily diet? Yes/No 
C) Rate the appearance of the product on a scale of 1 to 10, with 10 being the most preferred appearance. 
D) Do you eat meat? Yes/No 
E) What is your gender? Male/Female

Question 18

Netflix is able to analyze data from its millions of users and customize its recommendations to them.This is an example of _____.

Accepted Answer

A) Primary data 
B) Secondary data 
C) Big data 
D) Panel data 
E) Observation 
A) Primary data 
B) Secondary data 
C) Big data 
D) Panel data 
E) Observation

Question 19

Which of the following data collection methods helps firms to gather the most up-to-date news about itself, its products and services, and its competitors?

Accepted Answer

A) In-depth interviews 
B) Ethnography 
C) Social media 
D) Projective technique 
E) Focus groups 
A) In-depth interviews 
B) Ethnography 
C) Social media 
D) Projective technique 
E) Focus groups

Question 20

Jetson Motors, a car company that manufactures hatchback cars, wants to enter a developing market in which it has no previous experience selling cars. Its cars are hugely popular in its parent country and are known for their fuel economy and low maintenance. Jetson Motors employs a market research firm to conduct a survey to identify the requirements of a customer and also various other factors that influence the sales of hatchback cars. After the research firm submits the results, Jetson Motors introduces its cars to the new market. However, at the end of the year, the sales reports indicate that the sales of the new car did not match the sales of its main competitor, indicating that the result of the market research was misleading.
-Which of the following conclusions, if provided by the market research, would be a positive sign, meaning the company should invest in the new market?

Accepted Answer

A) Customer surveys indicate that current cars in the target market are all sedans and have a high cost of ownership. 
B) Customers are looking for more powerful cars. 
C) Most drivers are predominantly in the age 25 to age 35 category, which is made up of people who prefer fast cars. 
D) Public transportation is very well connected, frequent, and dependable. 
E) Government is looking at imposing higher taxes on personal transport. 
A) Customer surveys indicate that current cars in the target market are all sedans and have a high cost of ownership. 
B) Customers are looking for more powerful cars. 
C) Most drivers are predominantly in the age 25 to age 35 category, which is made up of people who prefer fast cars. 
D) Public transportation is very well connected, frequent, and dependable. 
E) Government is looking at imposing higher taxes on personal transport.

The extent to which the same result is achieved when a study is repeated under identical situations is called:

The most important aspect of any market research project lies in:

Which of the following is an internal source of secondary data?

The term "secondary data" refers to the data that has been collected:

Some sources of external secondary data can be quickly accessed and at a relatively low cost.

A marketing research report is effective when it is short, precise, and free of errors.

A statement or proposition predicting a particular relationship among multiple variables is called the:

Randall wants to do an online survey of factors that influence the textbook selection process of college professors.Since Randall is unsure of how to go about this, which of the following could he use that would help him most in conducting the survey?

Explain the final step in the market research process.

Qualitative research is clear, contains structured questions, and has well-defined data sources.

If Bell Canada obtains purchase history of its current customers to send them promotions for a new product, what data source Bell Canada uses?

Which of the following is an ethical practice in marketing research?

Which of the following research methods is the most popular type of quantitative research method that uses a questionnaire to study consumers' attitudes, preferences, behaviours, and knowledge about products and brands?

Data that has been organized, analyzed, interpreted, and converted into a useful form for decision makers is called:

In-depth interviews are particularly useful in providing historical context for a phenomenon when they include industry experts or experienced consumers.

Which of the following questions is open-ended?

Netflix is able to analyze data from its millions of users and customize its recommendations to them.This is an example of _____.

Which of the following data collection methods helps firms to gather the most up-to-date news about itself, its products and services, and its competitors?

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

The extent to which the same result is achieved when a study is repeated under identical situations is called:

The most important aspect of any market research project lies in:

Which of the following is an internal source of secondary data?

The term "secondary data" refers to the data that has been collected:

Some sources of external secondary data can be quickly accessed and at a relatively low cost.

A marketing research report is effective when it is short, precise, and free of errors.

A statement or proposition predicting a particular relationship among multiple variables is called the:

Randall wants to do an online survey of factors that influence the textbook selection process of college professors.Since Randall is unsure of how to go about this, which of the following could he use that would help him most in conducting the survey?

Explain the final step in the market research process.

Qualitative research is clear, contains structured questions, and has well-defined data sources.

If Bell Canada obtains purchase history of its current customers to send them promotions for a new product, what data source Bell Canada uses?

Which of the following is an ethical practice in marketing research?

Which of the following research methods is the most popular type of quantitative research method that uses a questionnaire to study consumers' attitudes, preferences, behaviours, and knowledge about products and brands?

Data that has been organized, analyzed, interpreted, and converted into a useful form for decision makers is called:

In-depth interviews are particularly useful in providing historical context for a phenomenon when they include industry experts or experienced consumers.

Which of the following questions is open-ended?

Netflix is able to analyze data from its millions of users and customize its recommendations to them.This is an example of _____.

Which of the following data collection methods helps firms to gather the most up-to-date news about itself, its products and services, and its competitors?

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