Question 1

Using __________,trained researchers ask questions,listen to and record the answers,and then pose additional questions to clarify or expand on a particular issue.

Accepted Answer

A)  questionnaires 
B)  experiments 
C)  in-depth interviews 
D)  primary data mining 
E)  observation 
A)  questionnaires 
B)  experiments 
C)  in-depth interviews 
D)  primary data mining 
E)  observation

Question 2

A restaurant chain is working on improving the quality of its food and service.To track its progress it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years.What kind of data is the restaurant chain collecting?

Accepted Answer

A)  panel data 
B)  internal secondary data 
C)  focus group data 
D)  external secondary data 
E)  scanner data 
A)  panel data 
B)  internal secondary data 
C)  focus group data 
D)  external secondary data 
E)  scanner data

Question 3

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.

Accepted Answer

A)  door-to-door surveys 
B)  focus group interviews 
C)  syndicated data 
D)  sales invoices 
E)  census data 
A)  door-to-door surveys 
B)  focus group interviews 
C)  syndicated data 
D)  sales invoices 
E)  census data

Question 4

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Accepted Answer

A) True 
 B)False

Question 5

All of the following data sources would be considered external secondary data except

Accepted Answer

A)  U.S. Census data. 
B)  syndicated data. 
C)  newspaper articles. 
D)  scanner data. 
E)  a survey. 
A)  U.S. Census data. 
B)  syndicated data. 
C)  newspaper articles. 
D)  scanner data. 
E)  a survey.

Question 6

Commercial research firms such as IRI,the National Purchase Diary Panel,and Nielsen are sources of

Accepted Answer

A)  primary data. 
B)  internal secondary data. 
C)  data mining. 
D)  syndicated data. 
E)  public data. 
A)  primary data. 
B)  internal secondary data. 
C)  data mining. 
D)  syndicated data. 
E)  public data.

Question 7

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens.He could use __________ to allow respondents to answer in their own words.

Accepted Answer

A)  secondary data 
B)  an observational study 
C)  an experiment 
D)  a structured questionnaire 
E)  a survey with open-ended questions 
A)  secondary data 
B)  an observational study 
C)  an experiment 
D)  a structured questionnaire 
E)  a survey with open-ended questions

Question 8

Define qualitative research and list two examples of qualitative data collection techniques.

Accepted Answer

It provides initial information that hel

Question 9

Why are more and more marketing researchers using online surveys?

Accepted Answer

Response rates are relatively

Question 10

Before conducting marketing research,it is important to establish in advance exactly what problem needs to be solved.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true about quantitative research?

Accepted Answer

A)  It is always conducted using primary data collection. 
B)  It revises the research objective based on data mining. 
C)  It confirms insights and hypotheses generated via qualitative research. 
D)  It offers conclusions that are always correct. 
E)  It includes focus group interviews. 
A)  It is always conducted using primary data collection. 
B)  It revises the research objective based on data mining. 
C)  It confirms insights and hypotheses generated via qualitative research. 
D)  It offers conclusions that are always correct. 
E)  It includes focus group interviews.

Question 12

______is a disadvantage of secondary research,while ________ is a disadvantage of primary research.

Accepted Answer

A)  Cost; outdated information 
B)  Time required for collection; sources not original 
C)  Potential bias; cost 
D)  Outdated information; information not relevant to data needs 
E)  Sophisticated training required to obtain it; potential bias 
A)  Cost; outdated information 
B)  Time required for collection; sources not original 
C)  Potential bias; cost 
D)  Outdated information; information not relevant to data needs 
E)  Sophisticated training required to obtain it; potential bias

Question 13

When the detailed opinions of a few industry experts or experienced consumers are needed,__________ is(are)often the best qualitative research method.

Accepted Answer

A)  observation 
B)  surveys 
C)  social media studies 
D)  in-depth interviews 
E)  secondary data mining studies 
A)  observation 
B)  surveys 
C)  social media studies 
D)  in-depth interviews 
E)  secondary data mining studies

Question 14

After defining objectives and research needs,the next step in the marketing research process involves

Accepted Answer

A)  research evaluation. 
B)  data collection. 
C)  data analysis. 
D)  research design. 
E)  report writing. 
A)  research evaluation. 
B)  data collection. 
C)  data analysis. 
D)  research design. 
E)  report writing.

Question 15

If your manager asked you to review invoice data for the last six months to look for any trends or changes,what kind of marketing research activity would you be engaged in? List and fully define the process.

Accepted Answer

Data mining uses a variety of

Question 16

Every month,Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee uses the lunches as an informal marketing research effort intended primarily to

Accepted Answer

A)  provide a link between herself and her profession. 
B)  help her understand the needs of her customers. 
C)  monitor her competitors. 
D)  decrease the uncertainty associated with decision making. 
E)  improve profitability. 
A)  provide a link between herself and her profession. 
B)  help her understand the needs of her customers. 
C)  monitor her competitors. 
D)  decrease the uncertainty associated with decision making. 
E)  improve profitability.

Question 17

Primary data include external as well as internal data sources.

Accepted Answer

A) True 
 B)False

Question 18

In questionnaire design,a question such as "When was the first time you went to a dentist?"

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)  leads 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)  leads respondents to a particular response. 
D)  asks two questions at once. 
E)  is complex and something respondents may be unfamiliar with.

Question 19

Before deciding on a new promotional campaign,Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card.What method did Jeffrey's use to make sense of the data that were available?

Accepted Answer

A)  biometrics 
B)  neuromarketing 
C)  data mining 
D)  data warehousing 
E)  panel data 
A)  biometrics 
B)  neuromarketing 
C)  data mining 
D)  data warehousing 
E)  panel data

Question 20

Which of the following is an example of secondary research?

Accepted Answer

A)  surveys 
B)  observed customer behavior 
C)  experiments 
D)  journal articles 
E)  focus group interviews 
A)  surveys 
B)  observed customer behavior 
C)  experiments 
D)  journal articles 
E)  focus group interviews

Using __________,trained researchers ask questions,listen to and record the answers,and then pose additional questions to clarify or expand on a particular issue.

A restaurant chain is working on improving the quality of its food and service.To track its progress it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years.What kind of data is the restaurant chain collecting?

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

All of the following data sources would be considered external secondary data except

Commercial research firms such as IRI,the National Purchase Diary Panel,and Nielsen are sources of

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens.He could use __________ to allow respondents to answer in their own words.

Define qualitative research and list two examples of qualitative data collection techniques.

Why are more and more marketing researchers using online surveys?

Before conducting marketing research,it is important to establish in advance exactly what problem needs to be solved.

Which of the following is true about quantitative research?

is a disadvantage of secondary research,while __ is a disadvantage of primary research.

When the detailed opinions of a few industry experts or experienced consumers are needed,__________ is(are)often the best qualitative research method.

After defining objectives and research needs,the next step in the marketing research process involves

If your manager asked you to review invoice data for the last six months to look for any trends or changes,what kind of marketing research activity would you be engaged in? List and fully define the process.

Every month,Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee uses the lunches as an informal marketing research effort intended primarily to

Primary data include external as well as internal data sources.

In questionnaire design,a question such as "When was the first time you went to a dentist?"

Before deciding on a new promotional campaign,Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card.What method did Jeffrey's use to make sense of the data that were available?

Which of the following is an example of secondary research?

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

Using __________,trained researchers ask questions,listen to and record the answers,and then pose additional questions to clarify or expand on a particular issue.

A restaurant chain is working on improving the quality of its food and service.To track its progress it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years.What kind of data is the restaurant chain collecting?

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

All of the following data sources would be considered external secondary data except

Commercial research firms such as IRI,the National Purchase Diary Panel,and Nielsen are sources of

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens.He could use __________ to allow respondents to answer in their own words.

Define qualitative research and list two examples of qualitative data collection techniques.

Why are more and more marketing researchers using online surveys?

Before conducting marketing research,it is important to establish in advance exactly what problem needs to be solved.

Which of the following is true about quantitative research?

______is a disadvantage of secondary research,while ________ is a disadvantage of primary research.

When the detailed opinions of a few industry experts or experienced consumers are needed,__________ is(are)often the best qualitative research method.

After defining objectives and research needs,the next step in the marketing research process involves

If your manager asked you to review invoice data for the last six months to look for any trends or changes,what kind of marketing research activity would you be engaged in? List and fully define the process.

Every month,Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee uses the lunches as an informal marketing research effort intended primarily to

Primary data include external as well as internal data sources.

In questionnaire design,a question such as "When was the first time you went to a dentist?"

Before deciding on a new promotional campaign,Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card.What method did Jeffrey's use to make sense of the data that were available?

Which of the following is an example of secondary research?

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

is a disadvantage of secondary research,while __ is a disadvantage of primary research.