Question 1

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

Accepted Answer

A) quota samples 
B) personal interview surveys 
C) mail surveys 
D) telephone surveys 
E) probability samples 
A) quota samples 
B) personal interview surveys 
C) mail surveys 
D) telephone surveys 
E) probability samples

Question 2

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

Accepted Answer

A) single-source 
B) census 
C) consumer demographic 
D) multi-point 
E) single-point 
A) single-source 
B) census 
C) consumer demographic 
D) multi-point 
E) single-point

Question 3

Peter, the director of marketing at Holcomb, Inc., calls in Andrea, the firm's marketing research director. Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ____ survey.

Accepted Answer

A) mail 
B) telephone 
C) random 
D) personal interview 
E) population 
A) mail 
B) telephone 
C) random 
D) personal interview 
E) population

Question 4

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

Accepted Answer

A) observation. 
B) a focus-group interview. 
C) an on-site computer interview. 
D) a shopping mall intercept interview. 
E) a telephone survey. 
A) observation. 
B) a focus-group interview. 
C) an on-site computer interview. 
D) a shopping mall intercept interview. 
E) a telephone survey.

Question 5

​Your marketing team is conducting research to improve your understanding of the cohort group called the Millennials. You have accumulated the following key data points about the group:
1) They see themselves as special, and need individual attention, which they received throughout their childhood.
2) There are 70 million individuals in this cohort.
3) The total buying power of the group is $100 billion a year.
4) They prefer team-oriented activities, having often taken part in team sports as children.
5) They show conventional preferences for schedules and structure.
6) Ages in the group range from 20 to 35 years old.
7) They are achievement oriented, particularly with regard to education, but may also respond negatively to failure.Based on the data points listed, we can conclude

Accepted Answer

A) ​that this group likely has a higher average education level than the general population. 
B) ​that this group is very independent and tend to "go their own way". 
C) ​that this group does not have the financial resources to be an attractive target market. 
D) ​that this group is too small to be an attractive target market. 
E) ​that this group has a strong historical perspective. 
A) ​that this group likely has a higher average education level than the general population. 
B) ​that this group is very independent and tend to "go their own way". 
C) ​that this group does not have the financial resources to be an attractive target market. 
D) ​that this group is too small to be an attractive target market. 
E) ​that this group has a strong historical perspective.

Question 6

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

Accepted Answer

A) True 
 B)False

Question 7

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

Accepted Answer

A) marketing research focus. 
B) marketing knowledge bank. 
C) marketing information system. 
D) marketing strategy. 
E) data-gathering system. 
A) marketing research focus. 
B) marketing knowledge bank. 
C) marketing information system. 
D) marketing strategy. 
E) data-gathering system.

Question 8

The hypothesis being tested determines the general data-gathering approach to use.

Accepted Answer

A) True 
 B)False

Question 9

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Accepted Answer

A) True 
 B)False

Question 10

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

Accepted Answer

A) interpreting research findings 
B) collecting data 
C) defining the issue or problem 
D) reporting research findings 
E) designing the research project 
A) interpreting research findings 
B) collecting data 
C) defining the issue or problem 
D) reporting research findings 
E) designing the research project

Question 11

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

Accepted Answer

A) True 
 B)False

Question 12

In the process of conducting marketing research, marketers should allow for

Accepted Answer

A) periodic review of data during the collection period. 
B) continual evaluation of the data during the entire collection period. 
C) no data review during collection; instead, they should wait for later interpretation of research findings. 
D) descriptive research to solve general problems. 
E) statistical analysis during the collection period. 
A) periodic review of data during the collection period. 
B) continual evaluation of the data during the entire collection period. 
C) no data review during collection; instead, they should wait for later interpretation of research findings. 
D) descriptive research to solve general problems. 
E) statistical analysis during the collection period.

Question 13

Marketing research is a process designed to gather information

Accepted Answer

A) exclusively about a company's customers. 
B) from the company's database. 
C) not currently available to decision makers. 
D) about the needs and desires of employees. 
E) concerning the interpretation of the company's sales goals. 
A) exclusively about a company's customers. 
B) from the company's database. 
C) not currently available to decision makers. 
D) about the needs and desires of employees. 
E) concerning the interpretation of the company's sales goals.

Question 14

An on-site computer interview is a variation of the shopping mall intercept interview.

Accepted Answer

A) True 
 B)False

Question 15

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.

Accepted Answer

A) True 
 B)False

Question 16

What role does marketing research play in the development of the SWOT analysis for a company?​

Accepted Answer

A) Marketing research is unrelated to a company's SWOT analysis. 
B) Marketing research facilitates the process of assessing a company's strengths and weaknesses. 
C) Marketing research only facilitates the process of assessing a company's threats. 
D) Marketing research only facilitates the process of assessing a company's opportunities. 
E) Marketing research facilities the process of assessing a company's regulatory compliance. 
A) Marketing research is unrelated to a company's SWOT analysis. 
B) Marketing research facilitates the process of assessing a company's strengths and weaknesses. 
C) Marketing research only facilitates the process of assessing a company's threats. 
D) Marketing research only facilitates the process of assessing a company's opportunities. 
E) Marketing research facilities the process of assessing a company's regulatory compliance.

Question 17

Scenario 5.2 Use the following to answer the questions.Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing.
-Refer to Scenario 5.2. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ____ sampling.

Accepted Answer

A) quota 
B) stratified 
C) random 
D) representative 
E) area 
A) quota 
B) stratified 
C) random 
D) representative 
E) area

Question 18

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

Accepted Answer

A) Most companies do not have any funding for survey research. 
B) Fewer people are willing to participate in surveys. 
C) Laws significantly limit firms' ability to conduct surveys. 
D) Unreliable methods of distributing surveys make them difficult to conduct. 
E) Very little useful information is ever gathered from survey results. 
A) Most companies do not have any funding for survey research. 
B) Fewer people are willing to participate in surveys. 
C) Laws significantly limit firms' ability to conduct surveys. 
D) Unreliable methods of distributing surveys make them difficult to conduct. 
E) Very little useful information is ever gathered from survey results.

Question 19

An overall plan for obtaining the information needed to address a research problem or issue is called the

Accepted Answer

A) research design. 
B) problem recognition. 
C) hypothesis. 
D) data collection method. 
E) sampling procedure. 
A) research design. 
B) problem recognition. 
C) hypothesis. 
D) data collection method. 
E) sampling procedure.

Question 20

A study that is valid and reliable

Accepted Answer

A) is called a marketing research study. 
B) measures what it is supposed to measure and produces almost identical results in repeated trials. 
C) is expensive to implement and complete. 
D) measures subtle differences in the population being studied and produces almost identical results in repeated trials. 
E) is difficult to produce without expert researchers. 
A) is called a marketing research study. 
B) measures what it is supposed to measure and produces almost identical results in repeated trials. 
C) is expensive to implement and complete. 
D) measures subtle differences in the population being studied and produces almost identical results in repeated trials. 
E) is difficult to produce without expert researchers.

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

The hypothesis being tested determines the general data-gathering approach to use.

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

In the process of conducting marketing research, marketers should allow for

Marketing research is a process designed to gather information

An on-site computer interview is a variation of the shopping mall intercept interview.

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.

What role does marketing research play in the development of the SWOT analysis for a company?

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

An overall plan for obtaining the information needed to address a research problem or issue is called the

A study that is valid and reliable

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

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

The hypothesis being tested determines the general data-gathering approach to use.

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

In the process of conducting marketing research, marketers should allow for

Marketing research is a process designed to gather information

An on-site computer interview is a variation of the shopping mall intercept interview.

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.

What role does marketing research play in the development of the SWOT analysis for a company?​

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

An overall plan for obtaining the information needed to address a research problem or issue is called the

A study that is valid and reliable

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

What role does marketing research play in the development of the SWOT analysis for a company?