Question 1

The notion of whether the research measured what was intended to be measured is referred to as:

Accepted Answer

A) objectivity 
B) validity 
C) reliability 
D) measurabili ty

Question 2

Describe the importance of data mining to a retail company.

Accepted Answer

The answer of Describe the importance of data mining to...

Question 3

List and describe the four major survey methods and describe the strengths and weaknesses of each method.

Accepted Answer

The answer of List and describe the four major survey...

Question 4

As a marketer for Whirlpool, you have access to a system that provides pricing and sales data for all of your brands of washing machines. This system is referred to as a:

Accepted Answer

A) data information system 
B) marketing dashboard 
C) pricing dashboard 
D) marketing information system

Question 5

McGraw-Hill, a publishing company, sponsors an informal one-time-only session with seven university instructors who use a given textbook. The instructors meet to discuss the textbook, its study guide, and the product's competition. This is an example of a:

Accepted Answer

A) jury of executive opinion. 
B) consumer panel. 
C) Likert scale interview. 
D) focus group.

Question 6

A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to another group that has the sent address of 'alex_g@companyX.com.' The researcher is
Attempting to determine the differences in response and open rates based on which address the newsletter is sent from. What is the marketer engaging in?

Accepted Answer

A) nonprobability sampling. 
B) an experiment. 
C) a panel. 
D) questionnaire data.

Question 7

Neuromarketing is a new technique to measure consumer's response to marketing stimuli. Neuromarketing measures brain activity using an electroencephalography (EEG)technique or magnetic resonance imaging (MRI). Those results are then compared to the results from verbal survey-based techniques. All of the following CANNOT be measured except:

Accepted Answer

A) persuasiveness 
B) attitudes 
C) emotion 
D) purchase intent

Question 8

Kraft is launching Deli Creations, which are sandwiches made with its Oscar Meyer meats, Kraft cheeses, and Grey Poupon mustard. Kraft spends several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours. This research is referred to as:

Accepted Answer

A) observation. 
B) ethnographic. 
C) ethnomethodological. 
D) field experiments.

Question 9

Your boss asks you to: "Put all the names through the computer, and select every hundredth name to put on the mailing list to receive a survey." The type of population profile you will create is based on:

Accepted Answer

A) extrapolation 
B) probability sampling 
C) statistical inference 
D) nonprobability sampling

Question 10

Alex works for RBC where he is trying understand whether the bank should be open on Sundays, in order to compete with CIBC. Which department is Alex likely a part of?

Accepted Answer

A) sales 
B) marketing research 
C) advertising 
D) publicity

Question 11

Vision Critical helps companies use social media in their marketing research. It develops "Insight Panels" of consumers from a company's target group and regularly asks for their feedback online. Vision Critical is using social media to conduct marketing research that is:

Accepted Answer

A) Monitoring competitors and their activities. 
B) Broadening its scope by listening to customers. 
C) Tracking innovation trends in the marketplace. 
D) Engaging customers who are the "loudest."

Question 12

Marketing data services offer single source data, which is information provided by a single firm on household demographics and lifestyle, purchases, TV viewing behaviour, and:

Accepted Answer

A) responses to promotions like coupons and free samples. 
B) magazine and newspaper subscription rates. 
C) attendance at church, theatre, and the like. 
D) recreational activities like tennis and golf.

Question 13

List the product or brand "drivers" that influence sales.

Accepted Answer

The answer of List the product or brand "drivers" that...

Question 14

Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports. The individuals posing as real customers are known as:

Accepted Answer

A) quasi shoppers 
B) ethnographic shoppers 
C) mystery shoppers 
D) pseudo shoppers

Question 15

"Have you been to a dentist within the past six months? ___Yes____No?" is an example of which type of question?

Accepted Answer

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

Question 16

While a university student, you need to complete a research project on the beverage consumption habits of Canadians. You head into your campus library, where you have special access to research reports compiled by Financial Post, Gartner, and Deloitte.
This data is called

Accepted Answer

A) external secondary 
B) internal primary 
C) external primary 
D) proprietary

Question 17

A supermarket placed diapers, beer, and potato chips together, and observed significant increases in the sales of all three. Which tool was likely used by the supermarket to reach the conclusion to place all three products together?

Accepted Answer

A) data mining 
B) single source data 
C) secondary research 
D) primary research

Question 18

Joe Carson, the owner of Carson Sailboats, is concerned about slumping sales. Sales so far this year are 40 percent below last year's sales. Joe is concerned. He starts doing some research on the Internet to see if there are any trends he can identify to explain the slump. He then talks to several other people in the industry to get their opinions. Joe is conducting ________research.

Accepted Answer

A) preliminary 
B) causal 
C) secondary 
D) exploratory

Question 19

While attempting to organize a class party, which everyone is invited to, you ask a few of your friends where the venue should be. This is an example of:

Accepted Answer

A) probability sampling. 
B) extrapolation. 
C) statistical inference. 
D) nonprobability sampling.

Question 20

Before Moen Inc. put its new massaging shower head, the Revolution, on the market, it wanted to find out what consumers thought about the new product design so it hired QualiData Research Inc. to enlist 20 nudists as their volunteers and paid them $250 each to answer questions about their lifestyles, and to allow QualiData to install a tiny video camera in the shower of each volunteer in order to watch them use the new
Showerhead. This type of research can be described as:

Accepted Answer