Question 1

Raw numbers or other factual information that, on their own, have limited value to marketers can be termed as:

Accepted Answer

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

Question 2

A robotics company organizes a campaign for which it invites the CEOs of the top 10 snow-motorbike manufacturing companies to a discussion on how to streamline and increase efficiency of their manufacturing lines through the use of robots.The group emphasizes that by building a level of automation in the manufacturing process, there would be an improvement in the production quality and speed.The research method being employed by the group in this scenario is similar to which of the exploratory research methods mentioned in the image?

Accepted Answer

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

Question 3

The field of marketing research has seen enormous changes in the last few years because of all the following EXCEPT:

Accepted Answer

A) Computing ability readily available to manipulate data in real time 
B) Access to in-house or available software to convert the data into valuable decision-making insight 
C) The increase in the amounts of data to which retailers, service providers, and manufacturers have access. 
D) The ease of collecting and storing data 
E) Customers' willingness to participate in companies' surveys. 
A) Computing ability readily available to manipulate data in real time 
B) Access to in-house or available software to convert the data into valuable decision-making insight 
C) The increase in the amounts of data to which retailers, service providers, and manufacturers have access. 
D) The ease of collecting and storing data 
E) Customers' willingness to participate in companies' surveys.

Question 4

Which of the following primary qualitative data collection techniques is most frequently used?

Accepted Answer

A) Social media 
B) Focus groups 
C) Projective technique 
D) Survey research 
E) Ethnography 
A) Social media 
B) Focus groups 
C) Projective technique 
D) Survey research 
E) Ethnography

Question 5

Panel research is a type of qualitative research.

Accepted Answer

A) True 
 B)False

Question 6

A new startup was able to find answers to its marketing research questions from Statista website.This is an example of _____.

Accepted Answer

A) Big data 
B) Panel data 
C) External secondary data 
D) Internal secondary data 
E) Observation 
A) Big data 
B) Panel data 
C) External secondary data 
D) Internal secondary data 
E) Observation

Question 7

Harold was developing a questionnaire to conduct an online survey regarding the factors that influence textbook selection by professors for a particular course.Since he was unsure of the possible responses for each question, he decided to confer with some professors at a local university to decide on the responses that he could include in the questionnaire.Identify the method of qualitative research that Harold used to decide on the responses.

Accepted Answer

A) In-depth interview 
B) Panel research 
C) Experimental research 
D) Observation 
E) Projective technique 
A) In-depth interview 
B) Panel research 
C) Experimental research 
D) Observation 
E) Projective technique

Question 8

The data obtained from which of the following research techniques is likely to be acquired by leading marketing research firms to help other firms assess the market activity?

Accepted Answer

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

Question 9

If we assume that the research firm failed to correctly interpret the data obtained from the research survey, then the firm would have failed to carry out which step of the research process?

Accepted Answer

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

Question 10

A store manager at George, a retail chain, wants to monitor the response of customers to new products launched in George's recently renovated retail store on Yonge Street.He appoints a few staff members to monitor the customers while they are in the store.The research method being used by the manager is:

Accepted Answer

A) in-depth interviews. 
B) survey research. 
C) observation. 
D) projective technique. 
E) panel research. 
A) in-depth interviews. 
B) survey research. 
C) observation. 
D) projective technique. 
E) panel research.

Question 11

Which of the following is the first factor that managers consider before embarking on a marketing research project?

Accepted Answer

A) The cost of undertaking the project 
B) The usefulness of the project to a firm 
C) The time limit of the project 
D) The sample size to be used in the research 
E) The questions to be used in a questionnaire 
A) The cost of undertaking the project 
B) The usefulness of the project to a firm 
C) The time limit of the project 
D) The sample size to be used in the research 
E) The questions to be used in a questionnaire

Question 12

A local coffee shop spend $1,000 in advertising on Facebook with no success.Alex, the marketing manager, believes the company send a wrong message to the audience.He believes the message should have focused on quality of coffee rather than price.Alex statements are examples of:

Accepted Answer

A) Problem definition 
B) Research objectives 
C) Data analysis 
D) Action plan 
E) Hypotheses 
A) Problem definition 
B) Research objectives 
C) Data analysis 
D) Action plan 
E) Hypotheses

Question 13

Which of the following statements best describes quantitative research?

Accepted Answer

A) The research purpose of this method is general and is used to generate preliminary insights. 
B) The inferences obtained by this method are more tentative than final. 
C) The data collection in this method is often flexible with no set procedure. 
D) The sources used for data collection are not clear and well defined. 
E) The data analysis in this method is formal and predictive based on statistical analysis. 
A) The research purpose of this method is general and is used to generate preliminary insights. 
B) The inferences obtained by this method are more tentative than final. 
C) The data collection in this method is often flexible with no set procedure. 
D) The sources used for data collection are not clear and well defined. 
E) The data analysis in this method is formal and predictive based on statistical analysis.

Question 14

A leading cosmetics brand is planning to launch a new product in the market and is conducting market research to determine the demands and needs of customers.The next step that has to be taken by the firm after deciding on the objective of the research is to:

Accepted Answer

A) define the marketing problem. 
B) present a report to the management regarding its decision. 
C) determine the type of research necessary to collect appropriate data. 
D) analyze the data that has been collected from the survey. 
E) evaluate the results that the firm has observed. 
A) define the marketing problem. 
B) present a report to the management regarding its decision. 
C) determine the type of research necessary to collect appropriate data. 
D) analyze the data that has been collected from the survey. 
E) evaluate the results that the firm has observed.

Question 15

Political consultants have been using market research for decades to help their candidates understand:

Accepted Answer

A) who makes up the voting public and how to reach them. 
B) what ethical lapses they can get away with. 
C) which consumers spend the most money. 
D) what are the food habits of the public. 
E) how to sell their votes. 
A) who makes up the voting public and how to reach them. 
B) what ethical lapses they can get away with. 
C) which consumers spend the most money. 
D) what are the food habits of the public. 
E) how to sell their votes.

Question 16

As a marketing researcher, one should differentiate between a real problem and a symptom of the real problem.Which one of the following is likely to be a symptom of the problem?

Accepted Answer

A) Change in customers' preferences 
B) Change in size of the market 
C) Customer preference of the new product features 
D) Market share decline 
E) New competitor entrance 
A) Change in customers' preferences 
B) Change in size of the market 
C) Customer preference of the new product features 
D) Market share decline 
E) New competitor entrance

Question 17

Which of the following could be seriously reduced due to an improper execution of the important aspects of primary data collection?

Accepted Answer

A) Sample size and data analysis procedure 
B) Problem definition or hypothesis and reliability 
C) Reliability and central limit theorem 
D) Reliability and validity 
E) Hypothesis formulation and statistical analysis 
A) Sample size and data analysis procedure 
B) Problem definition or hypothesis and reliability 
C) Reliability and central limit theorem 
D) Reliability and validity 
E) Hypothesis formulation and statistical analysis

Question 18

Mardios Inc., a popular clothing company, is planning to introduce a new line of clothing and would like to analyze customers' response to its pricing.In order to arrive at the optimum price, the company divides the product line into two and varies the pricing for each in the online store.Based on the sales of each set of products, Mardios Inc.then decides on the price for its retail outlets.Which of the following research techniques would help Mardios Inc.accomplish this objective?

Accepted Answer

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

Question 19

APR Consulting is an integrated marketing solutions company.When approached by clients who want to market a new product, APR Consulting will ideally start the market research process by:

Accepted Answer

A) identifying the target market and customer needs. 
B) deciding how much time and money the clients are willing to spend. 
C) defining the research problem and objectives. 
D) defining the alternatives and uncertainties. 
E) developing and implementing the research plan. 
A) identifying the target market and customer needs. 
B) deciding how much time and money the clients are willing to spend. 
C) defining the research problem and objectives. 
D) defining the alternatives and uncertainties. 
E) developing and implementing the research plan.

Question 20

The first step in a market research project is to:

Accepted Answer

A) design a research plan. 
B) analyze data and develop insights. 
C) define objectives and research needs. 
D) present an action plan. 
E) collect data. 
A) design a research plan. 
B) analyze data and develop insights. 
C) define objectives and research needs. 
D) present an action plan. 
E) collect data.

Raw numbers or other factual information that, on their own, have limited value to marketers can be termed as:

The field of marketing research has seen enormous changes in the last few years because of all the following EXCEPT:

Which of the following primary qualitative data collection techniques is most frequently used?

Panel research is a type of qualitative research.

A new startup was able to find answers to its marketing research questions from Statista website.This is an example of _____.

The data obtained from which of the following research techniques is likely to be acquired by leading marketing research firms to help other firms assess the market activity?

If we assume that the research firm failed to correctly interpret the data obtained from the research survey, then the firm would have failed to carry out which step of the research process?

Which of the following is the first factor that managers consider before embarking on a marketing research project?

A local coffee shop spend $1,000 in advertising on Facebook with no success.Alex, the marketing manager, believes the company send a wrong message to the audience.He believes the message should have focused on quality of coffee rather than price.Alex statements are examples of:

Which of the following statements best describes quantitative research?

A leading cosmetics brand is planning to launch a new product in the market and is conducting market research to determine the demands and needs of customers.The next step that has to be taken by the firm after deciding on the objective of the research is to:

Political consultants have been using market research for decades to help their candidates understand:

As a marketing researcher, one should differentiate between a real problem and a symptom of the real problem.Which one of the following is likely to be a symptom of the problem?

Which of the following could be seriously reduced due to an improper execution of the important aspects of primary data collection?

APR Consulting is an integrated marketing solutions company.When approached by clients who want to market a new product, APR Consulting will ideally start the market research process by:

The first step in a market research project is to:

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

Raw numbers or other factual information that, on their own, have limited value to marketers can be termed as:

The field of marketing research has seen enormous changes in the last few years because of all the following EXCEPT:

Which of the following primary qualitative data collection techniques is most frequently used?

Panel research is a type of qualitative research.

A new startup was able to find answers to its marketing research questions from Statista website.This is an example of _____.

The data obtained from which of the following research techniques is likely to be acquired by leading marketing research firms to help other firms assess the market activity?

If we assume that the research firm failed to correctly interpret the data obtained from the research survey, then the firm would have failed to carry out which step of the research process?

Which of the following is the first factor that managers consider before embarking on a marketing research project?

A local coffee shop spend $1,000 in advertising on Facebook with no success.Alex, the marketing manager, believes the company send a wrong message to the audience.He believes the message should have focused on quality of coffee rather than price.Alex statements are examples of:

Which of the following statements best describes quantitative research?

A leading cosmetics brand is planning to launch a new product in the market and is conducting market research to determine the demands and needs of customers.The next step that has to be taken by the firm after deciding on the objective of the research is to:

Political consultants have been using market research for decades to help their candidates understand:

As a marketing researcher, one should differentiate between a real problem and a symptom of the real problem.Which one of the following is likely to be a symptom of the problem?

Which of the following could be seriously reduced due to an improper execution of the important aspects of primary data collection?

APR Consulting is an integrated marketing solutions company.When approached by clients who want to market a new product, APR Consulting will ideally start the market research process by:

The first step in a market research project is to:

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