Question 1

Exploratory research is often conducted with the expectation that subsequent and more conclusive research will follow.

Accepted Answer

A) True 
 B)False  True

Question 2

Big data refers to data used exclusively by large companies.

Accepted Answer

A) True 
 B)False  False

Question 3

Kyra needs to choose a research technique that is designed to be statistically accurate and less open to interpretation.Which of the following techniques should she choose?

Accepted Answer

A) focus groups 
B) in-depth interviews 
C) social listening 
D) surveys 
A) focus groups 
B) in-depth interviews 
C) social listening 
D) surveys D

Question 4

Syndicated surveys are performed by research companies who effectively spread the cost of research across several clients.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true of descriptive research?

Accepted Answer

A) The researcher seeks more conclusive data that answers particular questions. 
B) It provides researchers with a better understanding of the dimensions of the marketing problem before focusing on areas that require further research. 
C) It is conducted with the expectation that subsequent and more conclusive research will follow. 
D) The research conducts it to understand the cause-and-effect relationships among variables. 
A) The researcher seeks more conclusive data that answers particular questions. 
B) It provides researchers with a better understanding of the dimensions of the marketing problem before focusing on areas that require further research. 
C) It is conducted with the expectation that subsequent and more conclusive research will follow. 
D) The research conducts it to understand the cause-and-effect relationships among variables.

Question 6

What is exploratory research?

Accepted Answer

Preliminary research that clarifies the

Question 7

Exploratory secondary data is data that researchers have to create through options such as focus groups, in-depth interviews, and online communities.

Accepted Answer

A) True 
 B)False

Question 8

A(n) _____ includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.

Accepted Answer

A) syndicated study 
B) survey panel 
C) experiment 
D) observational research 
A) syndicated study 
B) survey panel 
C) experiment 
D) observational research

Question 9

_____ is formally defined as the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities.

Accepted Answer

A) Marketing information system 
B) Market research 
C) Market watch 
D) Market exploration 
A) Marketing information system 
B) Market research 
C) Market watch 
D) Market exploration

Question 10

An in-depth interview is an informal interview session in which six to ten people are brought together in a room with a moderator to discuss topics surrounding the market research problem.

Accepted Answer

A) True 
 B)False

Question 11

The goal of analytics is to

Accepted Answer

A) Utilize the 4Vs in a cost effective way 
B) Describe numerical data in non-numeric terms 
C) Forecast economic conditions 
D) Use metric data to help make better decisions 
A) Utilize the 4Vs in a cost effective way 
B) Describe numerical data in non-numeric terms 
C) Forecast economic conditions 
D) Use metric data to help make better decisions

Question 12

Which of the following is true of syndicated studies?

Accepted Answer

A) They are obtained only by watching how people behave, either in person or by using a machine to record events. 
B) They can be standardized in the form of a questionnaire alone and asked to a large representative sample to obtain accurate data. 
C) They refer to studies that always have a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes. 
D) They are a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
A) They are obtained only by watching how people behave, either in person or by using a machine to record events. 
B) They can be standardized in the form of a questionnaire alone and asked to a large representative sample to obtain accurate data. 
C) They refer to studies that always have a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes. 
D) They are a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price.

Question 13

Which of the following is true of probability sampling?

Accepted Answer

A) It includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes. 
B) It is a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
C) It involves precise rules to select the sample so that each element of the population has a specific known chance of being selected. 
D) It involves the use of arbitrary judgment by the market researcher to select a sample so that the chance of selecting a particular element of the population is either unknown or zero. 
A) It includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes. 
B) It is a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
C) It involves precise rules to select the sample so that each element of the population has a specific known chance of being selected. 
D) It involves the use of arbitrary judgment by the market researcher to select a sample so that the chance of selecting a particular element of the population is either unknown or zero.

Question 14

Which of the following is true of sampling?

Accepted Answer

A) It is the process of gathering data from a subset of the total population, rather than from all members of that particular group. 
B) It is a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
C) It refers to the process of identifying what information is needed and how it will be collected. 
D) It refers to watching how people behave, either in person or by using a machine to record events. 
A) It is the process of gathering data from a subset of the total population, rather than from all members of that particular group. 
B) It is a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
C) It refers to the process of identifying what information is needed and how it will be collected. 
D) It refers to watching how people behave, either in person or by using a machine to record events.

Question 15

Simmons Publishers has decided to analyze the attitudes of readers toward its newspaper, The Good Day.The publishers want researchers to collect data that is original and specifically collected for their newspaper.The researchers organize an informal interview session in which six to ten people are brought together in a room with a moderator to discuss topics surrounding the newspaper.The researchers also discuss topics related to the newspaper with individuals in a free-flowing conversation. Simmons Publishers needs the opinions of a number of people about its newspaper, so researchers decide to hold an informal interview session in which eight people are brought together in a room to discuss topics related to the newspaper.Which of the following research techniques is Simmons Publishers using here?

Accepted Answer

A) focus group 
B) causal research 
C) descriptive research 
D) in-depth interview 
A) focus group 
B) causal research 
C) descriptive research 
D) in-depth interview

Question 16

A new exploratory research technique that monitors online consumer conversations on social networks, blogs, and forums is called social _____.

Accepted Answer

A) responding 
B) listening 
C) media research 
D) grouping 
A) responding 
B) listening 
C) media research 
D) grouping

Question 17

Simulated test markets are:

Accepted Answer

A) contrived environments that mimic real-life situations. 
B) large samples of respondents that voluntarily complete questionnaires on a regular basis. 
C) hybrids of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
D) obtained by watching how people behave, either in person or by using a machine to record events. 
A) contrived environments that mimic real-life situations. 
B) large samples of respondents that voluntarily complete questionnaires on a regular basis. 
C) hybrids of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
D) obtained by watching how people behave, either in person or by using a machine to record events.

Question 18

Experiments can be conducted only in contrived environments.

Accepted Answer

A) True 
 B)False

Question 19

The 4 v's of big data are: volume, viscosity, variety and veracity.

Accepted Answer

A) True 
 B)False

Question 20

Briefly explain what a marketing experiment is.

Accepted Answer

Experiments involve changing a variable

Exploratory research is often conducted with the expectation that subsequent and more conclusive research will follow.

Big data refers to data used exclusively by large companies.

Kyra needs to choose a research technique that is designed to be statistically accurate and less open to interpretation.Which of the following techniques should she choose?

Syndicated surveys are performed by research companies who effectively spread the cost of research across several clients.

Which of the following is true of descriptive research?

What is exploratory research?

Exploratory secondary data is data that researchers have to create through options such as focus groups, in-depth interviews, and online communities.

A(n) _____ includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.

_____ is formally defined as the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities.

An in-depth interview is an informal interview session in which six to ten people are brought together in a room with a moderator to discuss topics surrounding the market research problem.

The goal of analytics is to

Which of the following is true of syndicated studies?

Which of the following is true of probability sampling?

Which of the following is true of sampling?

A new exploratory research technique that monitors online consumer conversations on social networks, blogs, and forums is called social _____.

Simulated test markets are:

Experiments can be conducted only in contrived environments.

The 4 v's of big data are: volume, viscosity, variety and veracity.

Briefly explain what a marketing experiment is.

Marketing Fundamentals

The Marketing Environment

Consumer Behaviour

B2B Marketing

Segmentation Targeting and Positioning

Products and Brands

New Product Development

Pricing

Marketing Channels and Supply Chain

Retailing and Wholesaling

Marketing Communications

Digital Marketing Communications

Customer Relationship Management

Marketing and Strategic Planning

Filters

Exam 4: Market Research Metrics and Analytics

Exploratory research is often conducted with the expectation that subsequent and more conclusive research will follow.

Big data refers to data used exclusively by large companies.

Kyra needs to choose a research technique that is designed to be statistically accurate and less open to interpretation.Which of the following techniques should she choose?

Syndicated surveys are performed by research companies who effectively spread the cost of research across several clients.

Which of the following is true of descriptive research?

What is exploratory research?

Exploratory secondary data is data that researchers have to create through options such as focus groups, in-depth interviews, and online communities.

A(n) _____ includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.

_____ is formally defined as the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities.

An in-depth interview is an informal interview session in which six to ten people are brought together in a room with a moderator to discuss topics surrounding the market research problem.

The goal of analytics is to

Which of the following is true of syndicated studies?

Which of the following is true of probability sampling?

Which of the following is true of sampling?

A new exploratory research technique that monitors online consumer conversations on social networks, blogs, and forums is called social _____.

Simulated test markets are:

Experiments can be conducted only in contrived environments.

The 4 v's of big data are: volume, viscosity, variety and veracity.

Briefly explain what a marketing experiment is.

Marketing Fundamentals

The Marketing Environment

Consumer Behaviour

B2B Marketing

Segmentation Targeting and Positioning

Products and Brands

New Product Development

Pricing

Marketing Channels and Supply Chain

Retailing and Wholesaling

Marketing Communications

Digital Marketing Communications

Customer Relationship Management

Marketing and Strategic Planning

Filters