Question 1

An experimenter had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. The experimental independent variable was the:

Accepted Answer

A) colour of the containers. 
B) decision task. 
C) sweetness of the juice. 
D) relative temperature of the beverages.

Question 2

Coca-Cola is considering getting into the smartphone market. John, who is in their marketing department, conducts a detailed interview with leading research on smartphones. This activity is referred to as:

Accepted Answer

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

Question 3

All of the following are unique ways market researchers use social media, except:

Accepted Answer

A) customer relationship marketing analytics. 
B) listening to customers. 
C) monitoring competitors. 
D) conducting primary research.

Question 4

The retail mall owner told the marketing researcher, "We have the option of staying open late twice a week, or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks, and we only have $10,000 budgeted for this research project." In which
Stage of the marketing research process would this statement have been made?

Accepted Answer

A) Conclusions and report. 
B) Data collection and analysis. 
C) Formal Research design. 
D) Define the problem.

Question 5

Which of the following is NOT a step in the marketing research process?

Accepted Answer

A) Formal research design. 
B) Data collection and analysis. 
C) Take marketing actions. 
D) Problem definition.

Question 6

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

Accepted Answer

A) internal data sources 
B) results 
C) external data sources 
D) data warehouse

Question 7

List and describe the three major types of research techniques and indicate when each method would be most appropriate.

Accepted Answer

The answer of List and describe the three major types...

Question 8

While conducting market research, you realize that only 40 percent of individuals are likely to re-purchase your product. Afraid this may hurt your chances of promotion, you report to your boss that 'at least 50 percent are likely to re-purchase.' This is a(n) ________ issue in marketing research.

Accepted Answer

A) management 
B) ethical 
C) quality 
D) administrative

Question 9

Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric always suggests the marketing research process begins with:

Accepted Answer

A) deciding how much time and money the client is willing to spend. 
B) defining the problem. 
C) defining the alternatives and uncertainties. 
D) determining the target market.

Question 10

According to the text, what are the four steps in the marketing research process?

Accepted Answer

The answer of According to the text, what are the...

Question 11

"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:

Accepted Answer

A) it has no relevance. 
B) it is actually two questions in one. 
C) it is a nonexhaustive question. 
D) it is a leading question.

Question 12

When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:

Accepted Answer

A) people know the answers to the questions. 
B) the right questions are being asked. 
C) people will answer according to how they hope the marketers want them to respond. 
D) people will understand the questions being asked.

Question 13

Explain how nonprobability sampling is different from probability sampling.

Accepted Answer

The answer of Explain how nonprobability sampling is different from...

Question 14

Two important advantages of secondary data are:

Accepted Answer

A) they are tailor-made to your specifications and relatively inexpensive. 
B) they are inexpensive and up-to-date. 
C) they are usually inexpensive and save time. 
D) they are up-to-date and supply all relevant categories of information.

Question 15

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans. Two weeks later, the researcher showed the same students a television advertisement featuring super model Cindy
Crawford wearing the new brand of jeans. The marketer asked the students to once again rate the quality of the jeans. The marketer predicted that after viewing the
Advertisement, the students' ratings of the new jeans would be more positive than their original ratings. In this experiment, students' ratings of the new blue jeans served as
The:

Accepted Answer

A) outside factors. 
B) dependent variable. 
C) secondary data. 
D) independent variable.

Question 16

All of the following are examples of internal secondary data EXCEPT:

Accepted Answer

A) an organization's income statement and balance sheet for 2001. 
B) customer lists generated by an organization's marketing information system. 
C) Nielsen ratings reports for Ontario purchased by an organization. 
D) studies conducted three years ago by the firm's market research department.

Question 17

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

Accepted Answer

A) more expensive. 
B) irrelevant as they both cost the same. 
C) unbiased. 
D) faster.

Question 18

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line. All of the following can be a source for this type of marketing information EXCEPT:

Accepted Answer

A) in-store interview. 
B) observation. 
C) telephone survey. 
D) mail questionnaire.

Question 19

Because marketers cannot control all the conditions in the field, they sometimes conduct a different kind of experiment known as a:

Accepted Answer

A) hypothetical experiment 
B) casual experiment 
C) laboratory experiment 
D) non-scientific experiment

Question 20

Observing people and asking them questions are two ways to obtain:

Accepted Answer

A) primary data. 
B) external secondary data. 
C) experimental independent variables.

Exam 8: Marketing Research: From Information to Action