Question 1

When consumers are unable to articulate their experiences,__________ becomes particularly useful in understanding consumers' preferences.

Accepted Answer

A)  observation 
B)  surveying 
C)  in-depth interviewing 
D)  primary data mining 
E)  a focus group 
A)  observation 
B)  surveying 
C)  in-depth interviewing 
D)  primary data mining 
E)  a focus group

Question 2

The first question a marketing researcher should ask before embarking on a research study is

Accepted Answer

A)  Who will pay for it? 
B)  Will the research be useful? 
C)  What is the due date? 
D)  What sample size will be needed? 
E)  Should we use structured or unstructured questions? 
A)  Who will pay for it? 
B)  Will the research be useful? 
C)  What is the due date? 
D)  What sample size will be needed? 
E)  Should we use structured or unstructured questions?

Question 3

All of the following are considered qualitative research except

Accepted Answer

A)  experiments. 
B)  observation. 
C)  focus groups. 
D)  social media. 
E)  in-depth interviews. 
A)  experiments. 
B)  observation. 
C)  focus groups. 
D)  social media. 
E)  in-depth interviews.

Question 4

Supermarkets collect information about individual customers through their use of loyalty cards,and then analyze the data to look for patterns in purchases.This is an example of

Accepted Answer

A)  data mining. 
B)  data recovery. 
C)  data entry. 
D)  data analysis. 
E)  data modeling. 
A)  data mining. 
B)  data recovery. 
C)  data entry. 
D)  data analysis. 
E)  data modeling.

Question 5

During the research design step of the marketing research process,researchers identify the type of data needed and

Accepted Answer

A)  the statistical software to be used. 
B)  the dates when data will be collected. 
C)  the forum in which the data will be presented. 
D)  the identities of research participants in the project. 
E)  the type of research necessary to collect the data. 
A)  the statistical software to be used. 
B)  the dates when data will be collected. 
C)  the forum in which the data will be presented. 
D)  the identities of research participants in the project. 
E)  the type of research necessary to collect the data.

Question 6

A(n)__________ is a small group of people brought together for an intensive discussion of a topic.

Accepted Answer

A)  focus group 
B)  social media site 
C)  experiment 
D)  data mining session 
E)  in-depth interview 
A)  focus group 
B)  social media site 
C)  experiment 
D)  data mining session 
E)  in-depth interview

Question 7

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

Accepted Answer

A)  focus groups 
B)  surveys 
C)  social media monitoring 
D)  primary data mining 
E)  in-depth interviews 
A)  focus groups 
B)  surveys 
C)  social media monitoring 
D)  primary data mining 
E)  in-depth interviews

Question 8

Warren is conducting a marketing research project.He is not sure what questions to ask or what types of consumers he should talk to.Therefore,Warren should begin by conducting quantitative research.

Accepted Answer

A) True 
 B)False

Question 9

With a huge influx of Hispanic consumers into his marketplace,Bill Deal,owner of Columbia Ford Motor Dealership,wants to know if Hispanic consumers make car purchase decisions differently from his other customers.Assuming that the information does not already exist,which primary data collection method would you recommend and why?

Accepted Answer

Answers will vary.Students could most ea

Question 10

How might a book publisher use blogs in its marketing research efforts?

Accepted Answer

A)  as a place to report marketing research results to top management 
B)  as a source of reviews of its latest releases 
C)  as a location for holding online focus groups about its books 
D)  as a location for conducting online experiments about book purchasing patterns 
E)  as a substitute for large-scale surveys about future book topics 
A)  as a place to report marketing research results to top management 
B)  as a source of reviews of its latest releases 
C)  as a location for holding online focus groups about its books 
D)  as a location for conducting online experiments about book purchasing patterns 
E)  as a substitute for large-scale surveys about future book topics

Question 11

How can developing a questionnaire be part art and part science?

Accepted Answer

The questions must be carefully designed

Question 12

What are the most important elements in the presentation of marketing research results?

Accepted Answer

Students should list the executive summa

Question 13

Quantitative research offers a means to confirm ideas through

Accepted Answer

A)  surveys or experiments. 
B)  in-depth interviews. 
C)  data mining. 
D)  qualitative research. 
E)  informal analysis. 
A)  surveys or experiments. 
B)  in-depth interviews. 
C)  data mining. 
D)  qualitative research. 
E)  informal analysis.

Question 14

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The marketing research firm might conduct a(n)__________ to provide the information Martin has requested.

Accepted Answer

A)  industry survey 
B)  experiment 
C)  focus group 
D)  observational study 
E)  primary data mining analysis 
A)  industry survey 
B)  experiment 
C)  focus group 
D)  observational study 
E)  primary data mining analysis

Question 15

Thomas has just conducted a focus group for Apple,asking participants their opinions regarding new features Apple is considering for its iPhone.Apple's marketing manager wants to use the results of this focus group to justify immediate product changes and new promotional strategies.As the marketing researcher,how would you respond?

Accepted Answer

First,a focus group is qualitative resea

Question 16

Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are guidelines provided by the American Marketing Association for conducting marketing research except

Accepted Answer

A)  personal information about research participants should not be shared, except with a designated member of senior management. 
B)  selling or fundraising should not be conducted under the guise of conducting research. 
C)  researchers should not misrepresent data. 
D)  clients and suppliers should be treated fairly. 
E)  researchers should not omit pertinent data. 
A)  personal information about research participants should not be shared, except with a designated member of senior management. 
B)  selling or fundraising should not be conducted under the guise of conducting research. 
C)  researchers should not misrepresent data. 
D)  clients and suppliers should be treated fairly. 
E)  researchers should not omit pertinent data.

Question 18

What is neuromarketing?

Accepted Answer

A)  the analysis of consumer comments on social media in order to understand consumers' thoughts and opinions 
B)  the use of psychological principles to design marketing research studies 
C)  the process of examining consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies 
D)  the use of neural networks to perform data mining and develop marketing insights 
E)  the use of in-depth interviews to map detailed networks of information storage in the brain 
A)  the analysis of consumer comments on social media in order to understand consumers' thoughts and opinions 
B)  the use of psychological principles to design marketing research studies 
C)  the process of examining consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies 
D)  the use of neural networks to perform data mining and develop marketing insights 
E)  the use of in-depth interviews to map detailed networks of information storage in the brain

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Marketing executives at Diet Pepsi want to analyze the number of Diet Coke customers who switch to its product when Diet Pepsi is offered at a deep discount.What data would likely show this information?

Accepted Answer

A)  secondary panel data 
B)  internal secondary data 
C)  primary panel data 
D)  primary internal data 
E)  scanner data 
A)  secondary panel data 
B)  internal secondary data 
C)  primary panel data 
D)  primary internal data 
E)  scanner data

When consumers are unable to articulate their experiences,__________ becomes particularly useful in understanding consumers' preferences.

The first question a marketing researcher should ask before embarking on a research study is

All of the following are considered qualitative research except

Supermarkets collect information about individual customers through their use of loyalty cards,and then analyze the data to look for patterns in purchases.This is an example of

During the research design step of the marketing research process,researchers identify the type of data needed and

A(n)__________ is a small group of people brought together for an intensive discussion of a topic.

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

Warren is conducting a marketing research project.He is not sure what questions to ask or what types of consumers he should talk to.Therefore,Warren should begin by conducting quantitative research.

How might a book publisher use blogs in its marketing research efforts?

How can developing a questionnaire be part art and part science?

What are the most important elements in the presentation of marketing research results?

Quantitative research offers a means to confirm ideas through

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The marketing research firm might conduct a(n)__________ to provide the information Martin has requested.

Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.

All of the following are guidelines provided by the American Marketing Association for conducting marketing research except

What is neuromarketing?

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

Marketing executives at Diet Pepsi want to analyze the number of Diet Coke customers who switch to its product when Diet Pepsi is offered at a deep discount.What data would likely show this information?

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

When consumers are unable to articulate their experiences,__________ becomes particularly useful in understanding consumers' preferences.

The first question a marketing researcher should ask before embarking on a research study is

All of the following are considered qualitative research except

Supermarkets collect information about individual customers through their use of loyalty cards,and then analyze the data to look for patterns in purchases.This is an example of

During the research design step of the marketing research process,researchers identify the type of data needed and

A(n)__________ is a small group of people brought together for an intensive discussion of a topic.

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

Warren is conducting a marketing research project.He is not sure what questions to ask or what types of consumers he should talk to.Therefore,Warren should begin by conducting quantitative research.

How might a book publisher use blogs in its marketing research efforts?

How can developing a questionnaire be part art and part science?

What are the most important elements in the presentation of marketing research results?

Quantitative research offers a means to confirm ideas through

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The marketing research firm might conduct a(n)__________ to provide the information Martin has requested.

Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.

All of the following are guidelines provided by the American Marketing Association for conducting marketing research except

What is neuromarketing?

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

Marketing executives at Diet Pepsi want to analyze the number of Diet Coke customers who switch to its product when Diet Pepsi is offered at a deep discount.What data would likely show this information?

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