Question 1

When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods.

Accepted Answer

A) True 
 B)False

Question 2

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

Accepted Answer

A)  exploratory research 
B)  causal research 
C)  case study research 
D)  ethnography 
E)  descriptive research

Question 3

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children. Rather than survey all 254 parents, the operator took the list of parents' names and, starting with the third parent's name, surveyed every twelfth parent. What type of sampling did the daycare operator use?

Accepted Answer

A)  simple random sampling 
B)  convenience sampling 
C)  stratified sampling 
D)  systematic sampling 
E)  nonprobability sampling

Question 4

Which of the following best explains the difference between data and information?

Accepted Answer

A)  Information needs to be processed to be useful, but data is useful without being processed. 
B)  Data is created from the transformation of information. 
C)  Data is more structured and organized than information. 
D)  Information is more structured and organized than data. 
E)  Data is interpreted information.

Question 5

Managers of a discount retailer would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system?

Accepted Answer

A)  a company intranet 
B)  secondary data 
C)  a prediction market 
D)  market intelligence 
E)  a convenience sample

Question 6

A(n) ________ is a comprehensive display and access system that provides employees with up-to-the-minute information necessary to make decisions.

Accepted Answer

A)  intranet 
B)  marketing dashboard 
C)  acquired database 
D)  market intelligence system 
E)  syndicated research report

Question 7

Why might a researcher decide to use causal research rather than descriptive research?

Accepted Answer

The answer of Why might a researcher decide to use...

Question 8

Using all relevant information to make the best possible marketing decision is referred to as ________.

Accepted Answer

A)  agile marketing 
B)  market intelligence 
C)  evidence-based decision making 
D)  the market research process 
E)  predictive technology

Question 9

Which of the following is NOT a major data source for a marketing information system (MIS)?

Accepted Answer

A)  internal company data 
B)  market intelligence 
C)  market research 
D)  acquired databases 
E)  modeling software

Question 10

Examples of ________ include data such as which customers buy which products, which items the company has in stock, and when the company ships items to its customers.

Accepted Answer

A)  marketing intelligence 
B)  acquired data points 
C)  external primary data 
D)  marketing research 
E)  internal company data

Question 11

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n) ________.

Accepted Answer

A)  unstructured questionnaire 
B)  intercept interview 
C)  face-to-face interview 
D)  moderately structured questionnaire 
E)  completely structured questionnaire

Question 12

A survey about pet ownership used a sample derived from people who visit a website and register. This sample would lack ________ because not everyone has Internet access.

Accepted Answer

A)  flexibility 
B)  internal validity 
C)  responsiveness 
D)  reliability 
E)  representativeness

Question 13

What is the difference in the qualitative versus quantitative approach to research?

Accepted Answer

The answer of What is the difference in the qualitative...

Question 14

A marketing dashboard often displays information contained within a company's intranet.

Accepted Answer

A) True 
 B)False

Question 15

Nielsen Audio's Portable People Meters, which resemble pagers and automatically record the wearer's exposure to any media that has inserted an inaudible code into its promotion, are an example of mechanical observation.

Accepted Answer

A) True 
 B)False

Question 16

A(n) ________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

Accepted Answer

A)  social network 
B)  market intelligence system 
C)  market research online community 
D)  intranet 
E)  marketing decision support system

Question 17

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 18

Opinion Research Corporation and Experian Simmons are two companies that provide ________.

Accepted Answer

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

Question 19

________ is research a single firm conducts to provide answers to specific questions.

Accepted Answer

A)  Syndicated research 
B)  Custom research 
C)  Customer insight research 
D)  Longitudinal research 
E)  Institutional research

Question 20

A marketing decision support system (MDSS) is a ________.

Accepted Answer

A)  basic system used by companies that do not have the resources to develop a marketing information system (MIS) 
B)  popular syndicated research report purchased by most major media companies 
C)  sophisticated information system that allows marketing managers to use statistical and modeling software tools 
D)  type of custom research report often called for in the marketing research process 
E)  data warehouse used to support a marketing information system (MIS)

Exam 4: Market Research

When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods.

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

Which of the following best explains the difference between data and information?

Managers of a discount retailer would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system?

A(n) ________ is a comprehensive display and access system that provides employees with up-to-the-minute information necessary to make decisions.

Why might a researcher decide to use causal research rather than descriptive research?

Using all relevant information to make the best possible marketing decision is referred to as ________.

Which of the following is NOT a major data source for a marketing information system (MIS) ?

Examples of ________ include data such as which customers buy which products, which items the company has in stock, and when the company ships items to its customers.

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n) ________.

A survey about pet ownership used a sample derived from people who visit a website and register. This sample would lack ________ because not everyone has Internet access.

What is the difference in the qualitative versus quantitative approach to research?

A marketing dashboard often displays information contained within a company's intranet.

Nielsen Audio's Portable People Meters, which resemble pagers and automatically record the wearer's exposure to any media that has inserted an inaudible code into its promotion, are an example of mechanical observation.

A(n) ________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

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?

Opinion Research Corporation and Experian Simmons are two companies that provide ________.

________ is research a single firm conducts to provide answers to specific questions.

A marketing decision support system (MDSS) is a ________.