Question 1

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 B

Question 2

What are the guidelines provided by the Canadian Marketing Association for conducting marketing research?

Accepted Answer

• The Canadian Marketing Association prohibits selling or fundraising under the guise of conducting research. • The Canadian Marketing Association supports maintaining research integrity by avoiding misrepresentation or the omission of pertinent research data. • The Canadian Marketing Association encourages the fair treatment of clients and suppliers.

Question 3

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 A

Question 4

A systematic means of collecting information from people that generally uses a questionnaire is known as a:

Accepted Answer

A)  survey. 
B)  hypothesis. 
C)  validation. 
D)  sample. 
E)  review. 
A)  survey. 
B)  hypothesis. 
C)  validation. 
D)  sample. 
E)  review.

Question 5

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 6

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 7

Which of the following questions would be considered inappropriate for a questionnaire?

Accepted Answer

A)  Do you take vitamins? 
B)  Should children be allowed to drink Coca-Cola in school? 
C)  When was the last time you went to the grocery store? 
D)  Do you dye your hair? 
E)  What brand of wristwatch do you typically wear? 
A)  Do you take vitamins? 
B)  Should children be allowed to drink Coca-Cola in school? 
C)  When was the last time you went to the grocery store? 
D)  Do you dye your hair? 
E)  What brand of wristwatch do you typically wear?

Question 8

What are the advantages of primary research?

Accepted Answer

• The information obtained is

Question 9

Differentiate between primary data and secondary data.

Accepted Answer

Primary data are those data collected to

Question 10

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 11

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 12

A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers' objectives is called a(n):

Accepted Answer

A)  observation technique. 
B)  questionnaire. 
C)  hypothesis. 
D)  sample. 
E)  essay. 
A)  observation technique. 
B)  questionnaire. 
C)  hypothesis. 
D)  sample. 
E)  essay.

Question 13

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

What type of research methods are observation,in-depth interviews,and focus groups?

Accepted Answer

A)  Conclusive 
B)  Quantitative 
C)  Secondary 
D)  Qualitative 
E)  Structured 
A)  Conclusive 
B)  Quantitative 
C)  Secondary 
D)  Qualitative 
E)  Structured

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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.

Question 18

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 19

Which of the following is a source of secondary data?

Accepted Answer

A)  Focus groups 
B)  Surveys 
C)  In-person interviews 
D)  Census data 
E)  Experiments 
A)  Focus groups 
B)  Surveys 
C)  In-person interviews 
D)  Census data 
E)  Experiments

Question 20

Marketing research should be used only to produce unbiased,factual information.

Accepted Answer

A) True 
 B)False

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

What are the guidelines provided by the Canadian Marketing Association for conducting marketing research?

A systematic means of collecting information from people that generally uses a questionnaire is known as a:

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?

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?

Which of the following questions would be considered inappropriate for a questionnaire?

What are the advantages of primary research?

Differentiate between primary data and secondary data.

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

A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers' objectives is called a(n):

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

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

What type of research methods are observation,in-depth interviews,and focus groups?

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

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?

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?

Which of the following is a source of secondary data?

Marketing research should be used only to produce unbiased,factual information.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters

Exam 7: Global Marketing

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

What are the guidelines provided by the Canadian Marketing Association for conducting marketing research?

A systematic means of collecting information from people that generally uses a questionnaire is known as a:

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?

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?

Which of the following questions would be considered inappropriate for a questionnaire?

What are the advantages of primary research?

Differentiate between primary data and secondary data.

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

A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers' objectives is called a(n):

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

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

What type of research methods are observation,in-depth interviews,and focus groups?

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

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?

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?

Which of the following is a source of secondary data?

Marketing research should be used only to produce unbiased,factual information.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters