Question 1

Panel data are always secondary data.

Accepted Answer

A) True 
 B)False  False

Question 2

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card,you are contributing to a database that can help marketers determine all of the following except

Accepted Answer

A)  what a typical shopping list looks like. 
B)  whether changes in prices affect buying. 
C)  marketplace trends. 
D)  what kinds of promotions might be attractive to you. 
E)  other stores where you buy similar products. 
A)  what a typical shopping list looks like. 
B)  whether changes in prices affect buying. 
C)  marketplace trends. 
D)  what kinds of promotions might be attractive to you. 
E)  other stores where you buy similar products. E

Question 3

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them,based on their age,gender,and attention level.

Accepted Answer

A)  social media 
B)  neuromarketing 
C)  facial recognition 
D)  Internet tracking 
E)  data mining 
A)  social media 
B)  neuromarketing 
C)  facial recognition 
D)  Internet tracking 
E)  data mining C

Question 4

What are some of the problems with using secondary data?

Accepted Answer

Information may not be precisely relevan

Question 5

Which of the following statements best describes secondary data?

Accepted Answer

A)  Secondary data are pieces of information that have been collected prior to the start of the focal research project. 
B)  Secondary data are those data collected to address specific research needs. 
C)  Secondary data collection is always extremely time-consuming and expensive. 
D)  Secondary data will always meet the researchers' needs. 
E)  Secondary data include only qualitative research. 
A)  Secondary data are pieces of information that have been collected prior to the start of the focal research project. 
B)  Secondary data are those data collected to address specific research needs. 
C)  Secondary data collection is always extremely time-consuming and expensive. 
D)  Secondary data will always meet the researchers' needs. 
E)  Secondary data include only qualitative research.

Question 6

Mary's Bakery is trying to determine what price to charge for its cookies,so Mary places a low price on them and raises it each week,keeping track of how many she sells.Then she determines what her cost was for the cookies and determines which price was the most profitable.What form of research was Mary conducting?

Accepted Answer

A)  observation 
B)  survey 
C)  scanner-based 
D)  an experiment 
E)  a panel 
A)  observation 
B)  survey 
C)  scanner-based 
D)  an experiment 
E)  a panel

Question 7

Chesnee is analyzing census data,looking for demographic segments that she can target for her new insurance products.For Chesnee,what are the advantages of using census data?

Accepted Answer

Census data (a form

Question 8

Jaleel is the marketing manager for a moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jaleel will most likely use __________ to gather this type of data.

Accepted Answer

A)  focus groups 
B)  observation 
C)  syndicated data 
D)  sales invoices 
E)  census data 
A)  focus groups 
B)  observation 
C)  syndicated data 
D)  sales invoices 
E)  census data

Question 9

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Accepted Answer

A)  Descriptive 
B)  Syndicated 
C)  Manipulative 
D)  Focus group 
E)  Experimental 
A)  Descriptive 
B)  Syndicated 
C)  Manipulative 
D)  Focus group 
E)  Experimental

Question 10

What type of interview contains a small group of participants and a trained moderator that guides the conversation?

Accepted Answer

A)  panel 
B)  syndicated 
C)  observational 
D)  focus group 
E)  sentiment 
A)  panel 
B)  syndicated 
C)  observational 
D)  focus group 
E)  sentiment

Question 11

Mattel wanted to determine if a new toy would appeal to preschoolers,so it put six 4-year-olds in a room with several toys and waited to see which ones they played with.What form of research is this?

Accepted Answer

A)  experiment 
B)  focus group 
C)  observation 
D)  neuromarketing 
E)  panel 
A)  experiment 
B)  focus group 
C)  observation 
D)  neuromarketing 
E)  panel

Question 12

McDonald's introduced its Favorites Under 400 Calories menu,attempting to change consumers' negative views of McDonald's as a seller of unhealthy food.It would like to survey customers to see if attitudes are changing,but it would like to collect some qualitative data first.Suggest two approaches-one offline,and one online-that McDonald's could use to collect qualitative data before designing a survey.

Accepted Answer

Possibilities include sentimen

Question 13

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate reorders to vendors.In addition,customers' billions of purchases are analyzed to uncover patterns of consumers' purchasing behavior.This is an example of

Accepted Answer

A)  data isolation. 
B)  data mining. 
C)  secondary data collection. 
D)  sentiment mining. 
E)  qualitative research. 
A)  data isolation. 
B)  data mining. 
C)  secondary data collection. 
D)  sentiment mining. 
E)  qualitative research.

Question 14

In the infamous Coke-New Coke taste test,54 percent of consumers,using a blind taste test,preferred the New Coke formula to the existing formulation.This is an example of a(n)__________ marketing research method.

Accepted Answer

A)  qualitative 
B)  quantitative 
C)  observational 
D)  syndicated 
E)  invalid 
A)  qualitative 
B)  quantitative 
C)  observational 
D)  syndicated 
E)  invalid

Question 15

In the marketing research process,data collection happens after research design.

Accepted Answer

A) True 
 B)False

Question 16

What is the difference between data and information?

Accepted Answer

Data can be defined as raw num

Question 17

Political consultants have been using marketing 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)  how large their campaign signs should be. 
E)  how to buy the votes they need. 
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)  how large their campaign signs should be. 
E)  how to buy the votes they need.

Question 18

Which of the following provides the information needed to confirm insights and hypotheses and help managers pursue appropriate courses of action?

Accepted Answer

A)  quantitative research 
B)  qualitative research 
C)  observation research 
D)  in-depth interviews 
E)  social media monitoring 
A)  quantitative research 
B)  qualitative research 
C)  observation research 
D)  in-depth interviews 
E)  social media monitoring

Question 19

When consumers are __________,observation becomes particularly useful in understanding consumers' preferences.

Accepted Answer

A)  unwilling to participate in research 
B)  confused by questionnaires 
C)  unable to articulate their experiences 
D)  interviewed too frequently 
E)  highly educated 
A)  unwilling to participate in research 
B)  confused by questionnaires 
C)  unable to articulate their experiences 
D)  interviewed too frequently 
E)  highly educated

Question 20

In questionnaire design,a question such as "Do you like Wendy's hamburgers and fries?"

Accepted Answer

A)  is a question that respondents cannot easily or accurately answer. 
B)  is a question that respondents are reluctant to answer because the information is sensitive. 
C)  steers respondents to a particular response. 
D)  asks two questions at once. 
E)  is complex and something respondents may be unfamiliar with. 
A)  is a question that respondents cannot easily or accurately answer. 
B)  is a question that respondents are reluctant to answer because the information is sensitive. 
C)  steers respondents to a particular response. 
D)  asks two questions at once. 
E)  is complex and something respondents may be unfamiliar with.

Panel data are always secondary data.

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card,you are contributing to a database that can help marketers determine all of the following except

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them,based on their age,gender,and attention level.

What are some of the problems with using secondary data?

Which of the following statements best describes secondary data?

Chesnee is analyzing census data,looking for demographic segments that she can target for her new insurance products.For Chesnee,what are the advantages of using census data?

Jaleel is the marketing manager for a moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jaleel will most likely use __________ to gather this type of data.

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

What type of interview contains a small group of participants and a trained moderator that guides the conversation?

Mattel wanted to determine if a new toy would appeal to preschoolers,so it put six 4-year-olds in a room with several toys and waited to see which ones they played with.What form of research is this?

In the infamous Coke-New Coke taste test,54 percent of consumers,using a blind taste test,preferred the New Coke formula to the existing formulation.This is an example of a(n)__________ marketing research method.

In the marketing research process,data collection happens after research design.

What is the difference between data and information?

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

Which of the following provides the information needed to confirm insights and hypotheses and help managers pursue appropriate courses of action?

When consumers are __________,observation becomes particularly useful in understanding consumers' preferences.

In questionnaire design,a question such as "Do you like Wendy's hamburgers and fries?"

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 10: Marketing Research

Panel data are always secondary data.

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card,you are contributing to a database that can help marketers determine all of the following except

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them,based on their age,gender,and attention level.

What are some of the problems with using secondary data?

Which of the following statements best describes secondary data?

Chesnee is analyzing census data,looking for demographic segments that she can target for her new insurance products.For Chesnee,what are the advantages of using census data?

Jaleel is the marketing manager for a moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jaleel will most likely use __________ to gather this type of data.

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

What type of interview contains a small group of participants and a trained moderator that guides the conversation?

Mattel wanted to determine if a new toy would appeal to preschoolers,so it put six 4-year-olds in a room with several toys and waited to see which ones they played with.What form of research is this?

In the infamous Coke-New Coke taste test,54 percent of consumers,using a blind taste test,preferred the New Coke formula to the existing formulation.This is an example of a(n)__________ marketing research method.

In the marketing research process,data collection happens after research design.

What is the difference between data and information?

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

Which of the following provides the information needed to confirm insights and hypotheses and help managers pursue appropriate courses of action?

When consumers are __________,observation becomes particularly useful in understanding consumers' preferences.

In questionnaire design,a question such as "Do you like Wendy's hamburgers and fries?"

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters