Question 1

In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.

Accepted Answer

A) True 
 B)False

Question 2

Prior to setting up its Thanksgiving Turkey Hotline,a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In research terms,this company conducted ________.

Accepted Answer

A) focus groups 
B) face-to-face interviews 
C) ethnographic research 
D) unobtrusive measures 
E) observational research

Question 3

Even if you opt out of receiving emailed marketing messages from a company,the company is within its legal rights to continue sending you its promotional emails.

Accepted Answer

A) True 
 B)False

Question 4

A company did a comprehensive examination of how pit crews in an auto race work to quickly get a racecar into the pit area,gas the car,perform other maintenance,and get the car back on the track.The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing.The company conducted a(n)________.

Accepted Answer

A) focus group 
B) concept test 
C) case study 
D) worker intercept 
E) ethnographic study

Question 5

Telemarketing has had the greatest impact on which of the following data collection methods?

Accepted Answer

A) mail questionnaires 
B) online questionnaires 
C) mall intercepts 
D) telephone interviews 
E) face-to-face interviews

Question 6

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Accepted Answer

A) reverse engineering 
B) ethnography 
C) cross-sectional research 
D) predictive engineering 
E) sampling

Question 7

Which of the following is true about a nonprobability sample?

Accepted Answer

A) The hierarchical sampling method is used to select people who appear most willing to participate. 
B) Representativeness is the key determinant of who participates. 
C) A researcher uses personal judgment to select participants. 
D) Every member of the population is included in the sample. 
E) Each member of the population has some chance of being included in the sample.

Question 8

________ is the process of collecting,analyzing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.

Accepted Answer

A) Market research 
B) Marketing management 
C) Competitive intelligence 
D) Market intelligence 
E) Internal marketing

Question 9

Compare and contrast syndicated research with custom research.

Accepted Answer

The answer of Compare and contrast syndicated research with custom...

Question 10

Data are raw,unorganized facts.

Accepted Answer

A) True 
 B)False

Question 11

A catalog retailer specializes in ceramic figures,paintings,books,and other decorative items related to endangered animals.The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF).This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species.Provide several examples of primary and secondary data that the retailer can use in its market research.

Accepted Answer

The answer of A catalog retailer specializes in ceramic figures,paintings,books,and...

Question 12

A manager in a grocery store decides to place packages of pound cake in two different locations in the store.One display of the cake also includes other bakery items.The second display of the cake is in the vegetable section of the store,placed next to the shelf full of boxes of fresh strawberries.The grocery store manager wants to learn which of the two locations will most encourage customers to buy the cake.What format of research is the store manager conducting? Explain your answer.

Accepted Answer

The answer of A manager in a grocery store decides...

Question 13

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings.However,a researcher relying solely on focus groups would likely be most concerned about which of the following?

Accepted Answer

A) finding a convenience sample 
B) generalizing the results to the rest of the population 
C) administering the questions 
D) orchestrating cooperation among participants 
E) generating qualitative data

Question 14

Compare and contrast the structure and uses of exploratory research and descriptive research.

Accepted Answer

The answer of Compare and contrast the structure and uses...

Question 15

Raw,unorganized facts that need to be processed are called ________.

Accepted Answer

A) information 
B) samples 
C) data 
D) insights 
E) research

Question 16

What is a major drawback of probability sampling?

Accepted Answer

A) It can be time consuming. 
B) The sample is proportionate to the population. 
C) The most difficult population from which to obtain information is chosen. 
D) Everyone has an equal chance of selection. 
E) Marketers must rely on the judgment of the researcher in respondent selection.

Question 17

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Accepted Answer

A) latitudinal 
B) cause-and-effect 
C) longitudinal 
D) cross-sectional 
E) hierarchical

Question 18

LexisNexis and Experian Simmons are two companies that provide ________.

Accepted Answer

A) primary data 
B) secondary data 
C) reality mining data 
D) causal research designs 
E) questionnaire designs

Question 19

Which of the following is a true statement about the steps in the market research process?

Accepted Answer

A) The research design should be determined before the problem is defined. 
B) The last step is to analyze and interpret the data. 
C) The first step is selecting a method of data collection. 
D) The first step is defining the research problem. 
E) The data must be collected before the sample can be designed.

Question 20

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

Accepted Answer

A) mail surveys 
B) telephone surveys 
C) mall intercepts 
D) focus groups 
E) online research

Exam 4: Market Research

In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.

Prior to setting up its Thanksgiving Turkey Hotline,a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In research terms,this company conducted ________.

Even if you opt out of receiving emailed marketing messages from a company,the company is within its legal rights to continue sending you its promotional emails.

Telemarketing has had the greatest impact on which of the following data collection methods?

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Which of the following is true about a nonprobability sample?

________ is the process of collecting,analyzing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.

Compare and contrast syndicated research with custom research.

Data are raw,unorganized facts.

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings.However,a researcher relying solely on focus groups would likely be most concerned about which of the following?

Compare and contrast the structure and uses of exploratory research and descriptive research.

Raw,unorganized facts that need to be processed are called ________.

What is a major drawback of probability sampling?

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

LexisNexis and Experian Simmons are two companies that provide ________.

Which of the following is a true statement about the steps in the market research process?

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.