Question 1

The objective of sampling in marketing research is to

Accepted Answer

A) obtain responses from as many people as possible. 
B) control independent variables that might influence research results. 
C) select representative units from a total population. 
D) ensure that measures in the study are reliable. 
E) provide data that can be used to test the hypotheses being investigated. 
A) obtain responses from as many people as possible. 
B) control independent variables that might influence research results. 
C) select representative units from a total population. 
D) ensure that measures in the study are reliable. 
E) provide data that can be used to test the hypotheses being investigated.

Question 2

The major disadvantage of a mail survey versus a telephone or personal survey is

Accepted Answer

A) having to offer premiums. 
B) the failure of respondents to return the questionnaire. 
C) the elimination of interview bias. 
D) the lack of open-ended questions. 
E) the cost. 
A) having to offer premiums. 
B) the failure of respondents to return the questionnaire. 
C) the elimination of interview bias. 
D) the lack of open-ended questions. 
E) the cost.

Question 3

Experimental research is used to make tentative hypotheses more specific.

Accepted Answer

A) True 
 B)False

Question 4

Statistical interpretation focuses on what is typical or what deviates from the average.

Accepted Answer

A) True 
 B)False

Question 5

All the elements, individuals, or units of interest to researchers for a specific study are called the

Accepted Answer

A) data set. 
B) sample. 
C) population. 
D) focus group. 
E) target market. 
A) data set. 
B) sample. 
C) population. 
D) focus group. 
E) target market.

Question 6

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

Accepted Answer

A) random. 
B) quota. 
C) population. 
D) stratified. 
E) nonquota. 
A) random. 
B) quota. 
C) population. 
D) stratified. 
E) nonquota.

Question 7

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Accepted Answer

A) True 
 B)False

Question 8

Research that allows marketers to make causal inferences about relationships is called

Accepted Answer

A) variable research. 
B) relationality. 
C) exploratory research. 
D) linkage research. 
E) experimental research. 
A) variable research. 
B) relationality. 
C) exploratory research. 
D) linkage research. 
E) experimental research.

Question 9

A telephone survey is a good example of a completely random sample for the entire population.

Accepted Answer

A) True 
 B)False

Question 10

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

Accepted Answer

A) True 
 B)False

Question 11

How does marketing research differ when conducted in other countries?

Accepted Answer

Sociocultural, economic, political, lega

Question 12

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

Accepted Answer

A) True 
 B)False

Question 13

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using ________.

Accepted Answer

A) focus-group interviews. 
B) group surveys. 
C) personal interview surveys. 
D) sampling teams. 
E) group think. 
A) focus-group interviews. 
B) group surveys. 
C) personal interview surveys. 
D) sampling teams. 
E) group think.

Question 14

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

Accepted Answer

A) involves an informed guess or assumption about a certain set of circumstances. 
B) is usually accompanied by a cost/benefit analysis. 
C) most often comes in the form of customer complaints. 
D) is often mentioned in secondary data reports, such as trade journals. 
E) is typically a departure from some normal function, such as a failure to attain objectives. 
A) involves an informed guess or assumption about a certain set of circumstances. 
B) is usually accompanied by a cost/benefit analysis. 
C) most often comes in the form of customer complaints. 
D) is often mentioned in secondary data reports, such as trade journals. 
E) is typically a departure from some normal function, such as a failure to attain objectives.

Question 15

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ____ because the researcher wants to obtain favorable results.

Accepted Answer

A) using an inappropriate sample 
B) bias and distortion 
C) trying to be objective about views and opinions 
D) using in-house research departments 
E) employing large research firms, such as Gallup 
A) using an inappropriate sample 
B) bias and distortion 
C) trying to be objective about views and opinions 
D) using in-house research departments 
E) employing large research firms, such as Gallup

Question 16

In reporting marketing research findings, the researcher should

Accepted Answer

A) provide explanations in language that those who use the report to make decisions can understand. 
B) write the report in an extremely technical and statistical style. 
C) fit the problem to a favored statistical technique. 
D) not acknowledge any limitations associated with the study. 
E) give management the answers it wants. 
A) provide explanations in language that those who use the report to make decisions can understand. 
B) write the report in an extremely technical and statistical style. 
C) fit the problem to a favored statistical technique. 
D) not acknowledge any limitations associated with the study. 
E) give management the answers it wants.

Question 17

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Accepted Answer

A) True 
 B)False

Question 18

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette. However, in order to best determine the impact of the color palette, Cover Girl should conduct _____ before proceeding with this tentative hypothesis.

Accepted Answer

A) experimental research. 
B) hypothesis testing. 
C) exploratory research. 
D) conclusive research. 
E) descriptive research. 
A) experimental research. 
B) hypothesis testing. 
C) exploratory research. 
D) conclusive research. 
E) descriptive research.

Question 19

A survey question that requires a yes or no answer is called a

Accepted Answer

A) qualifier. 
B) multiple-choice question. 
C) 50-50 question. 
D) dichotomous question. 
E) bimodal question. 
A) qualifier. 
B) multiple-choice question. 
C) 50-50 question. 
D) dichotomous question. 
E) bimodal question.

Question 20

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Accepted Answer

A) Locating and defining problems or research issues 
B) Developing hypotheses 
C) Collecting data 
D) Interpreting research findings 
E) Reporting research findings 
A) Locating and defining problems or research issues 
B) Developing hypotheses 
C) Collecting data 
D) Interpreting research findings 
E) Reporting research findings

The objective of sampling in marketing research is to

The major disadvantage of a mail survey versus a telephone or personal survey is

Experimental research is used to make tentative hypotheses more specific.

Statistical interpretation focuses on what is typical or what deviates from the average.

All the elements, individuals, or units of interest to researchers for a specific study are called the

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Research that allows marketers to make causal inferences about relationships is called

A telephone survey is a good example of a completely random sample for the entire population.

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

How does marketing research differ when conducted in other countries?

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ____ because the researcher wants to obtain favorable results.

In reporting marketing research findings, the researcher should

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette. However, in order to best determine the impact of the color palette, Cover Girl should conduct _____ before proceeding with this tentative hypothesis.

A survey question that requires a yes or no answer is called a

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 5: Marketing Research and Information Systems

The objective of sampling in marketing research is to

The major disadvantage of a mail survey versus a telephone or personal survey is

Experimental research is used to make tentative hypotheses more specific.

Statistical interpretation focuses on what is typical or what deviates from the average.

All the elements, individuals, or units of interest to researchers for a specific study are called the

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Research that allows marketers to make causal inferences about relationships is called

A telephone survey is a good example of a completely random sample for the entire population.

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

How does marketing research differ when conducted in other countries?

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ____ because the researcher wants to obtain favorable results.

In reporting marketing research findings, the researcher should

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette. However, in order to best determine the impact of the color palette, Cover Girl should conduct _____ before proceeding with this tentative hypothesis.

A survey question that requires a yes or no answer is called a

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters