Question 1

The Canadian Marketing Association:

Accepted Answer

A)  is not concerned with the data collection done by federal government institutions. 
B)  governs the collection,use,and retention of personal data by the private sector. 
C)  is not concerned with the way clients and suppliers are treated during market research. 
D)  supports maintaining research integrity by avoiding misrepresentation or omission of pertinent research data. 
E)  supports selling or fundraising under the guise of conducting research. 
A)  is not concerned with the data collection done by federal government institutions. 
B)  governs the collection,use,and retention of personal data by the private sector. 
C)  is not concerned with the way clients and suppliers are treated during market research. 
D)  supports maintaining research integrity by avoiding misrepresentation or omission of pertinent research data. 
E)  supports selling or fundraising under the guise of conducting research.

Question 2

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 3

Which of the following research techniques is the most helpful in providing insights about how people feel about a product or service at an individual level?

Accepted Answer

A)  Focus groups 
B)  In-depth interviews 
C)  Observation 
D)  Survey research 
E)  Social media 
A)  Focus groups 
B)  In-depth interviews 
C)  Observation 
D)  Survey research 
E)  Social media

Question 4

A flowchart representing the marketing research process  
-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 5

What is quantitative research?

Accepted Answer

If a firm is ready to move beyond prelim

Question 6

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 7

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 8

If marketing researchers are ready to move beyond preliminary insights,they are ready to engage in:

Accepted Answer

A)  quantitative research. 
B)  in-depth interviews. 
C)  syndicated marketing surveys. 
D)  exploratory research. 
E)  structured questionnaire analysis. 
A)  quantitative research. 
B)  in-depth interviews. 
C)  syndicated marketing surveys. 
D)  exploratory research. 
E)  structured questionnaire analysis.

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is a structured question?

Accepted Answer

A)  What comes to your mind when you see the given picture? 
B)  What is your opinion on the leadership of Elizabeth May? 
C)  What is your opinion on marriage? 
D)  How important do you think SAT scores are to a college student? Rate your answer on a scale of 1 to 5,with 5 being extremely important. 
E)  What else did you like about the product? 
A)  What comes to your mind when you see the given picture? 
B)  What is your opinion on the leadership of Elizabeth May? 
C)  What is your opinion on marriage? 
D)  How important do you think SAT scores are to a college student? Rate your answer on a scale of 1 to 5,with 5 being extremely important. 
E)  What else did you like about the product?

Question 11

The focus group is an exploratory research technique in which:

Accepted Answer

A)  closed-ended questions for which a discrete set of response alternatives,or specific answers,is provided for respondents to evaluate. 
B)  the research systematically manipulates one or more variables to determine which variable(s)have a causal effect on another variable. 
C)  the researcher studies people in their daily lives and activities in their homes,work,and communities. 
D)  a small group comes together for an in-depth discussion about a particular topic,with the conversation guided by a trained moderator. 
E)  a set of questions is designed to gather information from respondents and thereby accomplish the researchers' objectives. 
A)  closed-ended questions for which a discrete set of response alternatives,or specific answers,is provided for respondents to evaluate. 
B)  the research systematically manipulates one or more variables to determine which variable(s)have a causal effect on another variable. 
C)  the researcher studies people in their daily lives and activities in their homes,work,and communities. 
D)  a small group comes together for an in-depth discussion about a particular topic,with the conversation guided by a trained moderator. 
E)  a set of questions is designed to gather information from respondents and thereby accomplish the researchers' objectives.

Question 12

Which of the following exploratory research methods mentioned in the image can be used to understand the differences between consumers when they shop in retail stores?

Accepted Answer

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

Question 13

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 14

Romney,a manufacturer of children's clothing,wants to launch an exclusive line of shoes and accessories for children.Romney hires TrendSmart to conduct market research on its behalf.TrendSmart is ready to move beyond preliminary insights and needs to confirm these insights.Briefly describe any three methods TrendSmart can use to conduct this research.

Accepted Answer

Student answers will vary. TrendSmart is

Question 15

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 16

Which among the following would be considered a good question for a questionnaire?

Accepted Answer

A)  Use of intoxicating substances is a serious offence.Agree/disagree 
B)  What is your monthly income? 
C)  Please rate our service on a scale of 1 to 5,with 1 being bad and 5 being excellent. 
D)  How have teachers and students at your school responded to the new 45-minute lunch period? Satisfied/Unsatisfied 
E)  Do you like the texture and flavour of our snack? 
A)  Use of intoxicating substances is a serious offence.Agree/disagree 
B)  What is your monthly income? 
C)  Please rate our service on a scale of 1 to 5,with 1 being bad and 5 being excellent. 
D)  How have teachers and students at your school responded to the new 45-minute lunch period? Satisfied/Unsatisfied 
E)  Do you like the texture and flavour of our snack?

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

Qualitative research is the most cost-effective method for reaching a large sample of consumers.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements best describes qualitative research?

Accepted Answer

A)  It uses an objectively selected sample to permit generalization of findings. 
B)  It is clear,well defined,and usually has structured questions in a questionnaire. 
C)  It is typically interpretive and subjective based on content analysis. 
D)  It needs strong statistical analysis and interpretation of number skills. 
E)  It is generally rigid and has a well-laid-out procedure for data collection. 
A)  It uses an objectively selected sample to permit generalization of findings. 
B)  It is clear,well defined,and usually has structured questions in a questionnaire. 
C)  It is typically interpretive and subjective based on content analysis. 
D)  It needs strong statistical analysis and interpretation of number skills. 
E)  It is generally rigid and has a well-laid-out procedure for data collection.

Question 20

A type of qualitative research method that entails examining purchase and consumption behaviours through personal or video camera scrutiny is:

Accepted Answer

A)  projective technique. 
B)  social media. 
C)  observation. 
D)  participative analysis. 
E)  in-depth interview. 
A)  projective technique. 
B)  social media. 
C)  observation. 
D)  participative analysis. 
E)  in-depth interview.

The Canadian Marketing Association:

Which of the following research techniques is the most helpful in providing insights about how people feel about a product or service at an individual level?

What is quantitative research?

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

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

If marketing researchers are ready to move beyond preliminary insights,they are ready to engage in:

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

Which of the following is a structured question?

The focus group is an exploratory research technique in which:

Which of the following exploratory research methods mentioned in the image can be used to understand the differences between consumers when they shop in retail stores?

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?

Which among the following would be considered a good question for a questionnaire?

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

Qualitative research is the most cost-effective method for reaching a large sample of consumers.

Which of the following statements best describes qualitative research?

A type of qualitative research method that entails examining purchase and consumption behaviours through personal or video camera scrutiny is:

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

The Canadian Marketing Association:

Which of the following research techniques is the most helpful in providing insights about how people feel about a product or service at an individual level?

What is quantitative research?

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

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

If marketing researchers are ready to move beyond preliminary insights,they are ready to engage in:

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

Which of the following is a structured question?

The focus group is an exploratory research technique in which:

Which of the following exploratory research methods mentioned in the image can be used to understand the differences between consumers when they shop in retail stores?

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?

Which among the following would be considered a good question for a questionnaire?

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

Qualitative research is the most cost-effective method for reaching a large sample of consumers.

Which of the following statements best describes qualitative research?

A type of qualitative research method that entails examining purchase and consumption behaviours through personal or video camera scrutiny is:

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