Question 1

Using data provided by the Canadian census to understand the demographics of a particular market is known as

Accepted Answer

A) primary data. 
B) secondary data. 
C) census data. 
D) demographic data. 
A) primary data. 
B) secondary data. 
C) census data. 
D) demographic data.

Question 2

Describe the importance of data mining to a retail company.

Accepted Answer

The answer of Describe the importance of data mining to...

Question 3

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.This is an example of:

Accepted Answer

A) primary research 
B) causal research 
C) descriptive research 
D) exploratory research 
A) primary research 
B) causal research 
C) descriptive research 
D) exploratory research

Question 4

The primary reasons for using nonprobability samples when conducting a survey include all of the following EXCEPT:

Accepted Answer

A) the conclusions require a sample that is representative of the entire population. 
B) a limited time to collect data. 
C) a limited budget to collect data. 
D) the difficulty in recruiting a probability sample. 
A) the conclusions require a sample that is representative of the entire population. 
B) a limited time to collect data. 
C) a limited budget to collect data. 
D) the difficulty in recruiting a probability sample.

Question 5

An experiment involves the manipulation of a(n)_________ variable.

Accepted Answer

A) independent 
B) dependent 
C) experimental 
D) primary 
A) independent 
B) dependent 
C) experimental 
D) primary

Question 6

Figure: 8-7  
-Referring to Figure 8-7,what is represented by the block identified as 'D'?

Accepted Answer

A) internal data sources 
B) data warehouse 
C) external data sources 
D) buying queries 
A) internal data sources 
B) data warehouse 
C) external data sources 
D) buying queries

Question 7

Marketing data services offer single source data,which is information provided by a single firm on household demographics and lifestyle,purchases,TV viewing behaviour,and:

Accepted Answer

A) magazine and newspaper subscription rates. 
B) recreational activities like tennis and golf. 
C) responses to promotions like coupons and free samples. 
D) attendance at church, theatre, and the like. 
A) magazine and newspaper subscription rates. 
B) recreational activities like tennis and golf. 
C) responses to promotions like coupons and free samples. 
D) attendance at church, theatre, and the like.

Question 8

List and describe the three major types of research techniques and indicate when each method would be most appropriate.

Accepted Answer

The answer of List and describe the three major types...

Question 9

An experimenter had people choose the sweeter juice from two containers,a red one and a yellow one.The respondents expressed a definite preference although the juice was exactly the same.The experimental independent variable was the:

Accepted Answer

A) sweetness of the juice. 
B) relative temperature of the beverages. 
C) colour of the containers. 
D) decision task. 
A) sweetness of the juice. 
B) relative temperature of the beverages. 
C) colour of the containers. 
D) decision task.

Question 10

All of the below are considered basic techniques of exploratory research except:

Accepted Answer

A) secondary data analysis 
B) focus groups 
C) depth interviews 
D) primary research 
A) secondary data analysis 
B) focus groups 
C) depth interviews 
D) primary research

Question 11

When marketers decide to use surveys to ask questions,they make each of the following assumptions EXCEPT:

Accepted Answer

A) the right questions are being asked. 
B) people will answer according to how they hope the marketers want them to respond. 
C) people will understand the questions being asked. 
D) people know the answers to the questions. 
A) the right questions are being asked. 
B) people will answer according to how they hope the marketers want them to respond. 
C) people will understand the questions being asked. 
D) people know the answers to the questions.

Question 12

The marketing manager at Popular Electronics must determine a price for a new model of portable CD player.He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues.This type of analysis is called:

Accepted Answer

A) database management. 
B) database training. 
C) sensitivity training. 
D) sensitivity analysis. 
A) database management. 
B) database training. 
C) sensitivity training. 
D) sensitivity analysis.

Question 13

Marketing Research and Intelligence Association (MRIA),Canada's national association for professional marketing researchers,has developed a Charter of Respondent Rights for respondents to protect them from unfair and unethical interviewing techniques.List five of the nine articles for respondent rights.

Accepted Answer

The answer of Marketing Research and Intelligence Association (MRIA),Canada's national...

Question 14

When compared with telephone and mail surveys,which of the following is NOT a characteristic of individual interview surveys?

Accepted Answer

A) most expensive because of interviewer's time and travel expenses 
B) greatest ability to probe and ask complex questions 
C) greatest opportunity for interviewer bias 
D) greatest difficulty in establishing rapport with the respondent 
A) most expensive because of interviewer's time and travel expenses 
B) greatest ability to probe and ask complex questions 
C) greatest opportunity for interviewer bias 
D) greatest difficulty in establishing rapport with the respondent

Question 15

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

Accepted Answer

A) ethnography. 
B) ethnomethodology. 
C) field experiments. 
D) observation. 
A) ethnography. 
B) ethnomethodology. 
C) field experiments. 
D) observation.

Question 16

Neuromarketing is a new technique to measure consumer's response to marketing stimuli.Neuromarketing measures brain activity using an electroencephalography (EEG)technique or magnetic resonance imaging (MRI).Those results are then compared to the results from verbal survey-based techniques.All of the following CANNOT be measured except:

Accepted Answer

A) purchase intent 
B) attitudes 
C) persuasiveness 
D) emotion 
A) purchase intent 
B) attitudes 
C) persuasiveness 
D) emotion

Question 17

According to the text,what are the four steps in the marketing research process?

Accepted Answer

The answer of According to the text,what are the four...

Question 18

A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to another group that has the sent address of 'alex_g@companyX.com.' The researcher is attempting to determine the differences in response and open rates based on which address the newsletter is sent from.What is the marketer engaging in?

Accepted Answer

A) questionnaire data. 
B) nonprobability sampling. 
C) an experiment. 
D) a panel. 
A) questionnaire data. 
B) nonprobability sampling. 
C) an experiment. 
D) a panel.

Question 19

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.After that,they ran a new ad campaign for several weeks,which asked interested viewers to call a 1-800 number for more information.They carefully tracked the number of calls to this number.This is an example of __________ research,followed up by _________ research.

Accepted Answer

A) primary; secondary 
B) causal; descriptive 
C) descriptive; causal 
D) exploratory; causal 
A) primary; secondary 
B) causal; descriptive 
C) descriptive; causal 
D) exploratory; causal

Question 20

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

Accepted Answer

A) leading question. 
B) a combination of two questions in one. 
C) question with non-exhaustive answers. 
D) unanswerable question. 
A) leading question. 
B) a combination of two questions in one. 
C) question with non-exhaustive answers. 
D) unanswerable question.

Using data provided by the Canadian census to understand the demographics of a particular market is known as

Describe the importance of data mining to a retail company.

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.This is an example of:

The primary reasons for using nonprobability samples when conducting a survey include all of the following EXCEPT:

An experiment involves the manipulation of a(n)_________ variable.

Figure: 8-7 -Referring to Figure 8-7,what is represented by the block identified as 'D'?

Marketing data services offer single source data,which is information provided by a single firm on household demographics and lifestyle,purchases,TV viewing behaviour,and:

List and describe the three major types of research techniques and indicate when each method would be most appropriate.

An experimenter had people choose the sweeter juice from two containers,a red one and a yellow one.The respondents expressed a definite preference although the juice was exactly the same.The experimental independent variable was the:

All of the below are considered basic techniques of exploratory research except:

When marketers decide to use surveys to ask questions,they make each of the following assumptions EXCEPT:

The marketing manager at Popular Electronics must determine a price for a new model of portable CD player.He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues.This type of analysis is called:

When compared with telephone and mail surveys,which of the following is NOT a characteristic of individual interview surveys?

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

According to the text,what are the four steps in the marketing research process?

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 8: Marketing Research: From Information to Action

Using data provided by the Canadian census to understand the demographics of a particular market is known as

Describe the importance of data mining to a retail company.

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.This is an example of:

The primary reasons for using nonprobability samples when conducting a survey include all of the following EXCEPT:

An experiment involves the manipulation of a(n)_________ variable.

Figure: 8-7 -Referring to Figure 8-7,what is represented by the block identified as 'D'?

Marketing data services offer single source data,which is information provided by a single firm on household demographics and lifestyle,purchases,TV viewing behaviour,and:

List and describe the three major types of research techniques and indicate when each method would be most appropriate.

An experimenter had people choose the sweeter juice from two containers,a red one and a yellow one.The respondents expressed a definite preference although the juice was exactly the same.The experimental independent variable was the:

All of the below are considered basic techniques of exploratory research except:

When marketers decide to use surveys to ask questions,they make each of the following assumptions EXCEPT:

The marketing manager at Popular Electronics must determine a price for a new model of portable CD player.He will use the company's information system to determine how the manufacturer's suggested retail price might affect total sales revenues.This type of analysis is called:

When compared with telephone and mail surveys,which of the following is NOT a characteristic of individual interview surveys?

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

According to the text,what are the four steps in the marketing research process?

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters