Question 1

Results of a mail survey can be misleading if there is a high non-response rate.

Accepted Answer

A) True 
 B)False

Question 2

The Gap wants to target an older crowd in order to increase its market share so it surveys men and women from ages 40 to 60 about how often and for what type of activities they wear casual clothing.This is an example of

Accepted Answer

A)  reliability. 
B)  exploratory research. 
C)  probability sampling. 
D)  descriptive research. 
E)  experimental research. 
A)  reliability. 
B)  exploratory research. 
C)  probability sampling. 
D)  descriptive research. 
E)  experimental research.

Question 3

The four fundamental survey methods used to obtain data in marketing research are telephone surveys,mail surveys,online surveys,and personal interviews.

Accepted Answer

A) True 
 B)False

Question 4

The observation method of research systematically examines and records secondary data information about the physical conditions,events,and overt behavior of respondents.

Accepted Answer

A) True 
 B)False

Question 5

Baskin Robbins is conducting research on possible new ice cream flavors and products.It is selecting at random 100 males and 100 females in order to collect data.This is an example of ____ sampling.

Accepted Answer

A)  nonprobability 
B)  random 
C)  quota 
D)  stratified 
E)  selective 
A)  nonprobability 
B)  random 
C)  quota 
D)  stratified 
E)  selective

Question 6

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 7

To maintain the control needed to obtain accurate information,marketers approach marketing research as a process.Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

Accepted Answer

A)  Locating and defining problems 
B)  Designing the project 
C)  Collecting data 
D)  Interpreting findings 
E)  Reporting findings 
A)  Locating and defining problems 
B)  Designing the project 
C)  Collecting data 
D)  Interpreting findings 
E)  Reporting findings

Question 8

If you were to choose a sample with which to study the market for preschool toys in Illinois,the population would logically be defined as all

Accepted Answer

A)  children in Illinois. 
B)  families in Illinois that have or are expecting preschool children. 
C)  people in Illinois. 
D)  preschools in Illinois. 
E)  preschool children in Illinois. 
A)  children in Illinois. 
B)  families in Illinois that have or are expecting preschool children. 
C)  people in Illinois. 
D)  preschools in Illinois. 
E)  preschool children in Illinois.

Question 9

Marketers can only use databases developed by other firms.

Accepted Answer

A) True 
 B)False

Question 10

In ____ sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Accepted Answer

A)  population 
B)  random 
C)  stratified 
D)  probability 
E)  nonprobability 
A)  population 
B)  random 
C)  stratified 
D)  probability 
E)  nonprobability

Question 11

When marketing researchers consider sampling techniques,they are preparing to collect ____ data.

Accepted Answer

A)  census 
B)  statistical 
C)  internal secondary 
D)  external secondary 
E)  primary 
A)  census 
B)  statistical 
C)  internal secondary 
D)  external secondary 
E)  primary

Question 12

When conducting marketing research in another country,researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

Accepted Answer

A) True 
 B)False

Question 13

An offshoot of mail surveys,____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

Accepted Answer

A)  purchase diaries 
B)  telephone surveys 
C)  online surveys 
D)  focus-group interviews 
E)  immediate feedback forms 
A)  purchase diaries 
B)  telephone surveys 
C)  online surveys 
D)  focus-group interviews 
E)  immediate feedback forms

Question 14

Nathan,a marketing manager for Casual Express,a retail clothing store chain,wants to use observation methods to gather information about shopping behavior.Which of the following should Nathan know about observation methods of data collection?

Accepted Answer

A)  Observation uses secondary sources of data. 
B)  Observation depends on mall interviews. 
C)  Observation can tell Nirendra what is being done,but not why. 
D)  Observation focuses on open-ended questions. 
E)  Observation works best for telephone surveys. 
A)  Observation uses secondary sources of data. 
B)  Observation depends on mall interviews. 
C)  Observation can tell Nirendra what is being done,but not why. 
D)  Observation focuses on open-ended questions. 
E)  Observation works best for telephone surveys.

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

An item on the University Book Store's survey asks respondents to tell the store,in their own words,what they like least about textbook shopping.This item would be an example of a(n)____ question.

Accepted Answer

A)  open-ended 
B)  dichotomous 
C)  forced-sum-choice 
D)  multiple-choice 
E)  limited-choice 
A)  open-ended 
B)  dichotomous 
C)  forced-sum-choice 
D)  multiple-choice 
E)  limited-choice

Question 17

Corporate executives often prefer marketing research findings to be put into a report

Accepted Answer

A)  full of statistical analysis with details on methods employed by the researchers. 
B)  examining the ethical implications of implementing results from the research report. 
C)  that exposes no deficiencies or limitations of the research process. 
D)  that is clear,short,and simply expressed. 
E)  expressing the views and beliefs of top management about the research problem. 
A)  full of statistical analysis with details on methods employed by the researchers. 
B)  examining the ethical implications of implementing results from the research report. 
C)  that exposes no deficiencies or limitations of the research process. 
D)  that is clear,short,and simply expressed. 
E)  expressing the views and beliefs of top management about the research problem.

Question 18

The first sign of a problem is usually a departure from some normal function,such as a failure to attain objectives.

Accepted Answer

A) True 
 B)False

Question 19

Primary data are best described as the

Accepted Answer

A)  first batch of data collected for a specific study. 
B)  data that are necessary for a correct decision. 
C)  data that are observed,recorded,or collected directly from subjects. 
D)  data that are compiled for some purpose other than the study in question. 
E)  data that are collected inside and outside the organization for some purpose other than the current investigation. 
A)  first batch of data collected for a specific study. 
B)  data that are necessary for a correct decision. 
C)  data that are observed,recorded,or collected directly from subjects. 
D)  data that are compiled for some purpose other than the study in question. 
E)  data that are collected inside and outside the organization for some purpose other than the current investigation.

Question 20

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.

Exam 4: Information for Marketing Decisions

Results of a mail survey can be misleading if there is a high non-response rate.

The Gap wants to target an older crowd in order to increase its market share so it surveys men and women from ages 40 to 60 about how often and for what type of activities they wear casual clothing.This is an example of

The four fundamental survey methods used to obtain data in marketing research are telephone surveys,mail surveys,online surveys,and personal interviews.

The observation method of research systematically examines and records secondary data information about the physical conditions,events,and overt behavior of respondents.

Baskin Robbins is conducting research on possible new ice cream flavors and products.It is selecting at random 100 males and 100 females in order to collect data.This is an example of ____ sampling.

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

To maintain the control needed to obtain accurate information,marketers approach marketing research as a process.Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

If you were to choose a sample with which to study the market for preschool toys in Illinois,the population would logically be defined as all

Marketers can only use databases developed by other firms.

In ____ sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

When marketing researchers consider sampling techniques,they are preparing to collect ____ data.

When conducting marketing research in another country,researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

An offshoot of mail surveys,____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

Nathan,a marketing manager for Casual Express,a retail clothing store chain,wants to use observation methods to gather information about shopping behavior.Which of the following should Nathan know about observation methods of data collection?

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.

An item on the University Book Store's survey asks respondents to tell the store,in their own words,what they like least about textbook shopping.This item would be an example of a(n)____ question.

Corporate executives often prefer marketing research findings to be put into a report

The first sign of a problem is usually a departure from some normal function,such as a failure to attain objectives.

Primary data are best described as the

The objective of sampling in marketing research is to

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