Question 1

The extent to which a study actually measures what it is supposed to measure is called:

Accepted Answer

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

Question 2

Which of the following is a benefit of using in-depth interviews as a research method?

Accepted Answer

A) They are useful when consumers are unable to articulate their experiences. 
B) They can provide an historical context for the phenomenon of interest. 
C) They are the most cost-effective method for reaching a large sample of consumers. 
D) They yield quantitative data that can be analyzed using sophisticated statistical analysis. 
E) They are relatively inexpensive compared to other primary research methods. 
A) They are useful when consumers are unable to articulate their experiences. 
B) They can provide an historical context for the phenomenon of interest. 
C) They are the most cost-effective method for reaching a large sample of consumers. 
D) They yield quantitative data that can be analyzed using sophisticated statistical analysis. 
E) They are relatively inexpensive compared to other primary research methods.

Question 3

A popular shoe brand for boys that targets the age group of 12 to 15 years wanted to conduct a survey regarding the comfort of its recently launched shoes.For the survey, it selected a group of 250 boys from various schools in San Francisco.This selected group of boys is called a(n):

Accepted Answer

A) syndication. 
B) element. 
C) sample. 
D) case. 
E) hypothesis. 
A) syndication. 
B) element. 
C) sample. 
D) case. 
E) hypothesis.

Question 4

Mention any two sources of secondary data and provide one example for each.

Accepted Answer

Student answers will vary.
Some of the s

Question 5

A marketing firm is trying to develop an ad for one of its clients.It selects a group of people, shows them an unbranded visual that is under consideration for the ad, and asks them to create a story around it.A moderator or interviewer encourages participants to go beyond the literal and release some of the more elusive feelings and associations that the visual stirs up in their imagination.In this scenario, which of the following is being used by the marketing firm?

Accepted Answer

A) Observation 
B) Projective technique 
C) Survey research 
D) Experimental research 
E) Ethnography 
A) Observation 
B) Projective technique 
C) Survey research 
D) Experimental research 
E) Ethnography

Question 6

Which one of the following is NOT a pros of using Social Media in Research?

Accepted Answer

A) Very current feedback 
B) A statistically representative sample 
C) Large accessible sample 
D) Large amount of information provided on social media. 
E) Consumers freely offer opinions and insights 
A) Very current feedback 
B) A statistically representative sample 
C) Large accessible sample 
D) Large amount of information provided on social media. 
E) Consumers freely offer opinions and insights

Question 7

A type of quantitative research that systematically manipulates one or more variables to determine which variable has a causal effect on another variable is called:

Accepted Answer

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

Question 8

Joe has developed two Facebook advertisements for his restaurant and is not sure which one to use.Which method of data collection should he use to answer his question?

Accepted Answer

A) Survey 
B) In-depth interview 
C) Experiment 
D) Qualitative research 
E) Panel data 
A) Survey 
B) In-depth interview 
C) Experiment 
D) Qualitative research 
E) Panel data

Question 9

Which of the following statements best describes the market research process?

Accepted Answer

A) It ideally begins by collecting and analyzing data. 
B) Research design takes place prior to formulating and identifying the research problem. 
C) It is rigid in nature, and all companies have to follow the steps in the right sequence. 
D) Research design begins immediately after data collection. 
E) It usually ends with presenting an action plan. 
A) It ideally begins by collecting and analyzing data. 
B) Research design takes place prior to formulating and identifying the research problem. 
C) It is rigid in nature, and all companies have to follow the steps in the right sequence. 
D) Research design begins immediately after data collection. 
E) It usually ends with presenting an action plan.

Question 10

Explain the method of projective technique used for data collection in market research.Provide one example.

Accepted Answer

A projective technique is a type of qual

Question 11

Which of the following research methods is informal and exploratory?

Accepted Answer

A) Experimental research 
B) Qualitative research 
C) Scanner research 
D) Panel research 
E) Survey research 
A) Experimental research 
B) Qualitative research 
C) Scanner research 
D) Panel research 
E) Survey research

Question 12

Alex, the marketing manager of a soft-drink company, creates three advertising slogans for a newly developed drink and wants to pick one of the slogans.He brings together a small group of consumers, explains to them the idea behind the slogans, and asks for their feedback.Identify the method of research employed by Alex.

Accepted Answer

A) Industry survey 
B) International survey 
C) Focus group 
D) Observation centre 
E) In-depth interview 
A) Industry survey 
B) International survey 
C) Focus group 
D) Observation centre 
E) In-depth interview

Question 13

A closed-ended question for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate is called a(n):

Accepted Answer

A) indefinite question. 
B) structured question. 
C) hypothetical question. 
D) disorganized question. 
E) unstructured question. 
A) indefinite question. 
B) structured question. 
C) hypothetical question. 
D) disorganized question. 
E) unstructured question.

Question 14

A questionnaire containing which of the following questions would be considered a good questionnaire?

Accepted Answer

A) Implicit questions 
B) Structured questions 
C) Sensitive questions 
D) Leading questions 
E) Complex questions 
A) Implicit questions 
B) Structured questions 
C) Sensitive questions 
D) Leading questions 
E) Complex questions

Question 15

Tasmina has started her own business insurance software firm.She cannot afford a market research firm to keep track of what her business rivals are doing.With her shoestring budget, Tasmina's best option to research this problem would be:

Accepted Answer

A) consulting census data. 
B) visiting competitors' websites. 
C) using competitors' software. 
D) asking the Chamber of Commerce for assistance. 
E) checking SEC filings. 
A) consulting census data. 
B) visiting competitors' websites. 
C) using competitors' software. 
D) asking the Chamber of Commerce for assistance. 
E) checking SEC filings.

Question 16

If we assume that the research firm faltered in identifying the type of data required and determining the research method to obtain the data, the firm would have faltered in which step of the research process?

Accepted Answer

A) Defining the research problem and objectives 
B) Collecting the data 
C) Presenting the action plan 
D) Designing the research project 
E) Analyzing the data 
A) Defining the research problem and objectives 
B) Collecting the data 
C) Presenting the action plan 
D) Designing the research project 
E) Analyzing the data

Question 17

Qualitative research differs from quantitative research in that quantitative research is:

Accepted Answer

A) more tentative than final with its inferences. 
B) often flexible and has no set procedure for data collection. 
C) carried out for a general research purpose to generate preliminary insights. 
D) well defined and usually has structured questions in a questionnaire. 
E) nonconclusive-mainly interpretive and subjective based on content analysis. 
A) more tentative than final with its inferences. 
B) often flexible and has no set procedure for data collection. 
C) carried out for a general research purpose to generate preliminary insights. 
D) well defined and usually has structured questions in a questionnaire. 
E) nonconclusive-mainly interpretive and subjective based on content analysis.

Question 18

What is syndicated data? List any three firms that provide syndicated data and the type of data they offer.

Accepted Answer

Syndicated data is a type of external se

Question 19

Michelle has hired a market research company to gather a small group of soft-drink consumers and obtain feedback on three new advertising slogans her firm is thinking of using.Which of the following will the market research firm create in order to provide the information requested by Michelle?

Accepted Answer

A) Industry surveys 
B) International surveys 
C) Focus groups 
D) Observation centres 
E) In-depth analyses 
A) Industry surveys 
B) International surveys 
C) Focus groups 
D) Observation centres 
E) In-depth analyses

Question 20

The marketing team of a renowned car company wanted to gain information from its customers regarding the performance of its new car.For this, the team designed a questionnaire with questions relating to the car's performance and distributed it among the company's customers.The data analysis of the survey showed that the customers were happy with the mileage of the car.The team obtained the same results when they conducted the same survey at all the company's outlets.This shows that the company's research study is:

Accepted Answer

A) fuzzy. 
B) reliable. 
C) flexible. 
D) open-ended. 
E) nonquantitative. 
A) fuzzy. 
B) reliable. 
C) flexible. 
D) open-ended. 
E) nonquantitative.

The extent to which a study actually measures what it is supposed to measure is called:

Which of the following is a benefit of using in-depth interviews as a research method?

A popular shoe brand for boys that targets the age group of 12 to 15 years wanted to conduct a survey regarding the comfort of its recently launched shoes.For the survey, it selected a group of 250 boys from various schools in San Francisco.This selected group of boys is called a(n):

Mention any two sources of secondary data and provide one example for each.

Which one of the following is NOT a pros of using Social Media in Research?

A type of quantitative research that systematically manipulates one or more variables to determine which variable has a causal effect on another variable is called:

Joe has developed two Facebook advertisements for his restaurant and is not sure which one to use.Which method of data collection should he use to answer his question?

Which of the following statements best describes the market research process?

Explain the method of projective technique used for data collection in market research.Provide one example.

Which of the following research methods is informal and exploratory?

A closed-ended question for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate is called a(n):

A questionnaire containing which of the following questions would be considered a good questionnaire?

Tasmina has started her own business insurance software firm.She cannot afford a market research firm to keep track of what her business rivals are doing.With her shoestring budget, Tasmina's best option to research this problem would be:

If we assume that the research firm faltered in identifying the type of data required and determining the research method to obtain the data, the firm would have faltered in which step of the research process?

Qualitative research differs from quantitative research in that quantitative research is:

What is syndicated data? List any three firms that provide syndicated data and the type of data they offer.

Michelle has hired a market research company to gather a small group of soft-drink consumers and obtain feedback on three new advertising slogans her firm is thinking of using.Which of the following will the market research firm create in order to provide the information requested by Michelle?

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 a study actually measures what it is supposed to measure is called:

Which of the following is a benefit of using in-depth interviews as a research method?

A popular shoe brand for boys that targets the age group of 12 to 15 years wanted to conduct a survey regarding the comfort of its recently launched shoes.For the survey, it selected a group of 250 boys from various schools in San Francisco.This selected group of boys is called a(n):

Mention any two sources of secondary data and provide one example for each.

Which one of the following is NOT a pros of using Social Media in Research?

A type of quantitative research that systematically manipulates one or more variables to determine which variable has a causal effect on another variable is called:

Joe has developed two Facebook advertisements for his restaurant and is not sure which one to use.Which method of data collection should he use to answer his question?

Which of the following statements best describes the market research process?

Explain the method of projective technique used for data collection in market research.Provide one example.

Which of the following research methods is informal and exploratory?

A closed-ended question for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate is called a(n):

A questionnaire containing which of the following questions would be considered a good questionnaire?

Tasmina has started her own business insurance software firm.She cannot afford a market research firm to keep track of what her business rivals are doing.With her shoestring budget, Tasmina's best option to research this problem would be:

If we assume that the research firm faltered in identifying the type of data required and determining the research method to obtain the data, the firm would have faltered in which step of the research process?

Qualitative research differs from quantitative research in that quantitative research is:

What is syndicated data? List any three firms that provide syndicated data and the type of data they offer.

Michelle has hired a market research company to gather a small group of soft-drink consumers and obtain feedback on three new advertising slogans her firm is thinking of using.Which of the following will the market research firm create in order to provide the information requested by Michelle?

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