Question 1

In-depth interviews are particularly useful in providing historical context for a phenomenon when they include industry experts or experienced consumers.

Accepted Answer

A) True 
 B)False

Question 2

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 3

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic,with the conversation guided by a trained moderator using an unstructured method of inquiry,is known as:

Accepted Answer

A)  panel research. 
B)  survey research. 
C)  an in-depth interview. 
D)  a focus group. 
E)  projective technique. 
A)  panel research. 
B)  survey research. 
C)  an in-depth interview. 
D)  a focus group. 
E)  projective technique.

Question 4

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 5

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

Accepted Answer

A projective technique is a type of qual

Question 6

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 7

Which of the following involves gathering qualitative data about initial reactions to a new or existing product or service,opinions about different competitive offerings,or reactions to marketing stimuli?

Accepted Answer

A)  Panel research 
B)  Experimental research 
C)  Survey groups 
D)  Scanner research 
E)  Focus groups 
A)  Panel research 
B)  Experimental research 
C)  Survey groups 
D)  Scanner research 
E)  Focus groups

Question 8

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 9

Briggs,a fast-food chain,conducted a survey at one of its outlets regarding the taste,price,and quality of its products.Briggs found that its customers were pleased with the taste and quality but felt that prices were a little high.When the same survey was conducted across its other outlets,it received different responses from customers.This shows that the survey conducted by Briggs lacks:

Accepted Answer

A)  validity. 
B)  plausibility. 
C)  reliability. 
D)  flexibility. 
E)  rigidity. 
A)  validity. 
B)  plausibility. 
C)  reliability. 
D)  flexibility. 
E)  rigidity.

Question 10

Zan hires a trained researcher to ask customers questions,listen to and record their answers,and then pose additional questions and clarify or expand on a particular issue that Zan is dealing with.Identify the research method used by Zan.

Accepted Answer

A)  Experimental research. 
B)  Structured survey. 
C)  In-depth interview. 
D)  Primary data mining. 
E)  Observation. 
A)  Experimental research. 
B)  Structured survey. 
C)  In-depth interview. 
D)  Primary data mining. 
E)  Observation.

Question 11

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.

Question 12

What is syndicated data?

Accepted Answer

Syndicated data or external se

Question 13

Caroline needs to research information about income and age distribution in Fort McMurray,an urban service area in Alberta.Which of the following would be the most useful source of data for Caroline in terms of being easily accessible at a low cost?

Accepted Answer

A)  Door-to-door surveys 
B)  Focus group interviews 
C)  Syndicated data 
D)  Sales invoices at public libraries 
E)  Census data 
A)  Door-to-door surveys 
B)  Focus group interviews 
C)  Syndicated data 
D)  Sales invoices at public libraries 
E)  Census data

Question 14

Mention any two sources of secondary data.

Accepted Answer

Student answers will vary. Some of the s

Question 15

Reliability is the extent to which a study measures what it is supposed to measure.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following data collection methods helps firms to gather the most up-to-date news about itself,its products and services,and its competitors?

Accepted Answer

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

Question 17

Donald is analyzing and interpreting data.In the process,he is converting the data into information.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following quantitative research methods involves collecting information by using a questionnaire?

Accepted Answer

A)  Panel research 
B)  Scanner research 
C)  Observational research 
D)  Survey research 
E)  Focus groups 
A)  Panel research 
B)  Scanner research 
C)  Observational research 
D)  Survey research 
E)  Focus groups

Question 19

Which of the following questions is open-ended?

Accepted Answer

A)  What is your opinion on leadership in the country? 
B)  Should young children be allowed to eat fast-foods as part of their daily diet? Yes/No 
C)  Rate the appearance of the product on a scale of 1 to 10,with 10 being the most preferred appearance. 
D)  Do you eat meat? Yes/No 
E)  What is your gender? Male/Female 
A)  What is your opinion on leadership in the country? 
B)  Should young children be allowed to eat fast-foods as part of their daily diet? Yes/No 
C)  Rate the appearance of the product on a scale of 1 to 10,with 10 being the most preferred appearance. 
D)  Do you eat meat? Yes/No 
E)  What is your gender? Male/Female

Question 20

Ethnography is often used to determine how consumers might use a product.

Accepted Answer

A) True 
 B)False

In-depth interviews are particularly useful in providing historical context for a phenomenon when they include industry experts or experienced consumers.

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

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic,with the conversation guided by a trained moderator using an unstructured method of inquiry,is known as:

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

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

Which of the following research methods is informal and exploratory?

Which of the following involves gathering qualitative data about initial reactions to a new or existing product or service,opinions about different competitive offerings,or reactions to marketing stimuli?

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?

Zan hires a trained researcher to ask customers questions,listen to and record their answers,and then pose additional questions and clarify or expand on a particular issue that Zan is dealing with.Identify the research method used by Zan.

What is syndicated data?

Caroline needs to research information about income and age distribution in Fort McMurray,an urban service area in Alberta.Which of the following would be the most useful source of data for Caroline in terms of being easily accessible at a low cost?

Mention any two sources of secondary data.

Reliability is the extent to which a study measures what it is supposed to measure.

Which of the following data collection methods helps firms to gather the most up-to-date news about itself,its products and services,and its competitors?

Donald is analyzing and interpreting data.In the process,he is converting the data into information.

Which of the following quantitative research methods involves collecting information by using a questionnaire?

Which of the following questions is open-ended?

Ethnography is often used to determine how consumers might use a product.

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

In-depth interviews are particularly useful in providing historical context for a phenomenon when they include industry experts or experienced consumers.

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

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic,with the conversation guided by a trained moderator using an unstructured method of inquiry,is known as:

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

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

Which of the following research methods is informal and exploratory?

Which of the following involves gathering qualitative data about initial reactions to a new or existing product or service,opinions about different competitive offerings,or reactions to marketing stimuli?

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?

Zan hires a trained researcher to ask customers questions,listen to and record their answers,and then pose additional questions and clarify or expand on a particular issue that Zan is dealing with.Identify the research method used by Zan.

What is syndicated data?

Caroline needs to research information about income and age distribution in Fort McMurray,an urban service area in Alberta.Which of the following would be the most useful source of data for Caroline in terms of being easily accessible at a low cost?

Mention any two sources of secondary data.

Reliability is the extent to which a study measures what it is supposed to measure.

Which of the following data collection methods helps firms to gather the most up-to-date news about itself,its products and services,and its competitors?

Donald is analyzing and interpreting data.In the process,he is converting the data into information.

Which of the following quantitative research methods involves collecting information by using a questionnaire?

Which of the following questions is open-ended?

Ethnography is often used to determine how consumers might use a product.

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