Question 1

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store, so they did not have to wait in line. The decision to choose every third customer is an example of:

Accepted Answer

A)  questionnaire research.
B)  sampling.
C)  experimental research.
D)  hypothesis generation. B

Question 2

After defining the problem, the next step in the marketing research process is:

Accepted Answer

A)  conclusion and report.
B)  data analysis and collection.
C)  formal research design.
D)  evaluate the results. C

Question 3

Figure 8-6
 
-Referring to Figure 8-6, what is represented by the block identified as 'A'?

Accepted Answer

A)  buying queries
B)  external data sources
C)  internal data sources
D)  data warehouse C

Question 4

When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, she is using:

Accepted Answer

A)  external secondary data.
B)  primary data.
C)  internal secondary data.
D)  sensitivity analysis.

Question 5

There are various costs associated with conducting surveys. Which of the set represents the correct ascending (least expensive to most expensive)order of cost per completed survey?

Accepted Answer

A)  online; mail; telephone; personal interview
B)  personal interview; online; telephone; mail
C)  mail; online; telephone; personal interview
D)  personal interview; mail; telephone; online

Question 6

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a ________question.

Accepted Answer

A)  Likert scale
B)  semantic differential
C)  dichotomous
D)  fixed alternative

Question 7

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA)have certain rights. These rights have been developed into what is called the Charter of Respondent Rights. When it comes to participating in an MRIA approved survey, which of the following is TRUE?

Accepted Answer

A)  You will be paid accordingly for referring friends about the interview you have just taken.
B)  You will be contacted at reasonable times.
C)  The interview must be completed in five minutes and not at meal time.
D)  You can get paid for the interview going overtime.

Question 8

Figure 8-6
 
-Referring to Figure 8-6, what is represented by the block identified as 'D'?

Accepted Answer

A)  data warehouse
B)  external data sources
C)  internal data sources
D)  buying queries

Question 9

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

Accepted Answer

A)  unanswerable question.
B)  question with non-exhaustive answers.
C)  a combination of two questions in one.
D)  leading question.

Question 10

A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text. The professor meets to discuss the textbook, its study guide, and the product's competition. This is an example of a(n):

Accepted Answer

A)  focus group.
B)  experiment.
C)  small group dynamics.
D)  depth (or individual) interview.

Question 11

Marketing research attempts to identify and define both marketing ________and ________.

Accepted Answer

A)  problems; opportunities
B)  strategies; programs
C)  weaknesses; threats
D)  segments; target markets

Question 12

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject."
( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

Accepted Answer

A)  dichotomous question
B)  Likert scale question
C)  semantic differential scale question
D)  open-ended question

Question 13

As marketing vice president of Health Care Services, Inc., you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Accepted Answer

A)  manipulating the independent variable of sales and assessing the impact by measuring the dependent variable of satisfied customers of health services
B)  manipulating the independent variables of sales and salespeople and assessing the impact by measuring the dependent variable of satisfied customers of health services
C)  manipulating the independent variable of salespeople assigned to a territory and assessing the impact by measuring the dependent variable of sales of health services
D)  manipulating the independent variable of sales and assessing the impact by measuring the dependent variable of sales people of health services

Question 14

Describe how social media is being used to provide data mining insights.

Accepted Answer

The answer of Describe how social media is being used...

Question 15

When Karsh & Hagan Advertising Agency uses information found in Nielsen Reports, published by the A.C. Nielsen Company, to plan television advertising schedules for its clients it is relying on________ data.

Accepted Answer

A)  secondary
B)  proprietary
C)  primary
D)  observation al

Question 16

Compared to traditional market research, using social media research is:

Accepted Answer

A)  more expensive.
B)  irrelevant as they both cost the same.
C)  less expensive.
D)  irrelevant as it's not possible to compare the results or costs.

Question 17

Figure 8-6
 
-Referring to Figure 8-6, what is represented by the block identified as 'B'?

Accepted Answer

A)  data warehouse
B)  buying queries
C)  external data sources
D)  internal data sources

Question 18

According to marketing managers, each of the following is an example of a sales driver EXCEPT:

Accepted Answer

A)  distribution
B)  government regulation
C)  special promotions
D)  the price

Question 19

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period. This information was most likely gathered by using which type of question?

Accepted Answer

A)  open-ended
B)  evaluative
C)  holistic
D)  dichotomou s

Question 20

A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location, in order to understand which products to carry. This research is referred to as:

Accepted Answer

A)  causal research
B)  primary research
C)  exploratory research
D)  descriptive research

Exam 8: Marketing Research: From Information to Action

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store, so they did not have to wait in line. The decision to choose every third customer is an example of:

After defining the problem, the next step in the marketing research process is:

Figure 8-6 -Referring to Figure 8-6, what is represented by the block identified as 'A'?

When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, she is using:

There are various costs associated with conducting surveys. Which of the set represents the correct ascending (least expensive to most expensive) order of cost per completed survey?

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a ________question.

Figure 8-6 -Referring to Figure 8-6, what is represented by the block identified as 'D'?

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n) :

A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text. The professor meets to discuss the textbook, its study guide, and the product's competition. This is an example of a(n) :

Marketing research attempts to identify and define both marketing and .

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject." ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree