Question 1

Why is market research important?

Accepted Answer

Although market research is not perfect

Question 2

Which of the following is true of the different type of surveys?

Accepted Answer

A) Mail surveys are a costly way to collect responses. 
B) Telephone interviews are an easy way to conduct surveys. 
C) Personal survey is a less costly method of conducting a survey. 
D) Mail surveys are usually biased and have low response rates. 
A) Mail surveys are a costly way to collect responses. 
B) Telephone interviews are an easy way to conduct surveys. 
C) Personal survey is a less costly method of conducting a survey. 
D) Mail surveys are usually biased and have low response rates.

Question 3

What is the key difference between probability and non-probability sampling?

Accepted Answer

With probability sampling, each member o

Question 4

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 wants researchers to collect data that is original and specifically collected for their newspaper.This is an example of which of the following?

Accepted Answer

A) primary data 
B) secondary data 
C) descriptive data 
D) qualitative data 
A) primary data 
B) secondary data 
C) descriptive data 
D) qualitative data

Question 5

Analytics can help marketers with market segmentation and market planning.

Accepted Answer

A) True 
 B)False

Question 6

The ultimate purpose of market research is to help make better business decision.

Accepted Answer

A) True 
 B)False

Question 7

Objectives are specific, measurable goals that the decision maker seeks to achieve.

Accepted Answer

A) True 
 B)False

Question 8

Probability sampling 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.

Accepted Answer

A) True 
 B)False

Question 9

All companies use the same set of metrics to track business success.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is true of non-probability sampling?

Accepted Answer

A) It is a set of procedures and processes for collecting, sorting, analyzing, and summarizing information on an ongoing basis. 
B) 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. 
C) It is a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
D) It involves precise rules to select the sample so that each element of the population has a specific known chance of being selected. 
A) It is a set of procedures and processes for collecting, sorting, analyzing, and summarizing information on an ongoing basis. 
B) 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. 
C) It is a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price. 
D) It involves precise rules to select the sample so that each element of the population has a specific known chance of being selected.

Question 11

What are online research bulletin boards?

Accepted Answer

A new research tool available to researc

Question 12

What is observational research?

Accepted Answer

Observational research is obtained by wa

Question 13

At which of the following stages will a researcher be clarifying research objectives?

Accepted Answer

A) generating report and recommendations 
B) conducting exploratory and qualitative research 
C) compiling, analyzing, and interpreting data 
D) defining the problem/issue/opportunity 
A) generating report and recommendations 
B) conducting exploratory and qualitative research 
C) compiling, analyzing, and interpreting data 
D) defining the problem/issue/opportunity

Question 14

Observational research is obtained by watching how people behave, either in person or by using a machine to record events.

Accepted Answer

A) True 
 B)False

Question 15

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Accepted Answer

A panel is a sample of consumers or stor

Question 16

Hestern Ltd.is a third-party organization that audits magazine and newspaper circulation in Toronto, and offers the data to newspapers for a price.This data is an example of _____.

Accepted Answer

A) ethnographic research 
B) secondary information 
C) primary source of data 
D) focus groups 
A) ethnographic research 
B) secondary information 
C) primary source of data 
D) focus groups

Question 17

Andrea is working on some research and she has come across some data that is easily tagged and stored.It is ________.

Accepted Answer

A) experimental data 
B) structured data 
C) observational data 
D) primary data 
A) experimental data 
B) structured data 
C) observational data 
D) primary data

Question 18

Susan has not been given any specific instructions regarding how to select the sample for her questionnaire.She can't decide how to start her survey, and finally uses arbitrary judgment to select a sample so that the chance of selecting a particular element of the population is either unknown or zero.Which of the following types of market research techniques is Susan using in this scenario?

Accepted Answer

A) population surveying 
B) secondary research 
C) non-probability sampling 
D) qualitative sampling 
A) population surveying 
B) secondary research 
C) non-probability sampling 
D) qualitative sampling

Question 19

Pam is working on a project in which she needs to see how people react when they notice that their favourite cereal now comes in a bigger pack.She does this by standing in the cereal aisle at Safeway and watching the reaction of the shoppers.Which of the following research techniques is Pam using?

Accepted Answer

A) syndicated study 
B) experimental research 
C) observational research 
D) focus group study 
A) syndicated study 
B) experimental research 
C) observational research 
D) focus group study

Question 20

Which of the following is the last step in the market research process?

Accepted Answer

A) generating the report 
B) compiling qualitative research 
C) analyzing quantitative data 
D) interpreting data 
A) generating the report 
B) compiling qualitative research 
C) analyzing quantitative data 
D) interpreting data

Why is market research important?

Which of the following is true of the different type of surveys?

What is the key difference between probability and non-probability sampling?

Analytics can help marketers with market segmentation and market planning.

The ultimate purpose of market research is to help make better business decision.

Objectives are specific, measurable goals that the decision maker seeks to achieve.

Probability sampling 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.

All companies use the same set of metrics to track business success.

Which of the following is true of non-probability sampling?

What are online research bulletin boards?

What is observational research?

At which of the following stages will a researcher be clarifying research objectives?

Observational research is obtained by watching how people behave, either in person or by using a machine to record events.

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Hestern Ltd.is a third-party organization that audits magazine and newspaper circulation in Toronto, and offers the data to newspapers for a price.This data is an example of _____.

Andrea is working on some research and she has come across some data that is easily tagged and stored.It is ________.

Pam is working on a project in which she needs to see how people react when they notice that their favourite cereal now comes in a bigger pack.She does this by standing in the cereal aisle at Safeway and watching the reaction of the shoppers.Which of the following research techniques is Pam using?

Which of the following is the last step in the market research process?

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

Why is market research important?

Which of the following is true of the different type of surveys?

What is the key difference between probability and non-probability sampling?

Analytics can help marketers with market segmentation and market planning.

The ultimate purpose of market research is to help make better business decision.

Objectives are specific, measurable goals that the decision maker seeks to achieve.

Probability sampling 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.

All companies use the same set of metrics to track business success.

Which of the following is true of non-probability sampling?

What are online research bulletin boards?

What is observational research?

At which of the following stages will a researcher be clarifying research objectives?

Observational research is obtained by watching how people behave, either in person or by using a machine to record events.

What is a panel? How is it used in marketing research? What disadvantage is associated with its use?

Hestern Ltd.is a third-party organization that audits magazine and newspaper circulation in Toronto, and offers the data to newspapers for a price.This data is an example of _____.

Andrea is working on some research and she has come across some data that is easily tagged and stored.It is ________.

Pam is working on a project in which she needs to see how people react when they notice that their favourite cereal now comes in a bigger pack.She does this by standing in the cereal aisle at Safeway and watching the reaction of the shoppers.Which of the following research techniques is Pam using?

Which of the following is the last step in the market research process?

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