Question 1

In a quota sample,the researcher ________.

Accepted Answer

A) divides the population into mutually exclusive groups (such as age groups), and random samples are drawn from each group 
B) selects the easiest population members from which to obtain information 
C) divides the population into mutually exclusive groups (such as blocks), and draws a sample of the groups to interview 
D) uses his or her judgment to select population members who are good prospects for accurate information 
E) finds and interviews a prescribed number of people in each of several categories

Question 2

Which of the following statements regarding marketing intelligence is true?

Accepted Answer

A) Marketing intelligence typically involves sensitive and confidential information kept out of the public domain. 
B) The advantage of using competitive intelligence is negligible as it is based on internal sources of data only. 
C) All marketing intelligence is available at no cost to all potential users. 
D) Marketing intelligence involves publicly available information. 
E) Marketing intelligence gathering is more focused on gaining insights into a firm's consumers' activities than its competitors' activities.

Question 3

What is the first step in the marketing research process?

Accepted Answer

A) developing a marketing information system 
B) defining the problem and research objectives 
C) developing the research plan for collecting information 
D) implementing the research plan 
E) interpreting data and deciding on type of research

Question 4

What are the different types of sampling?

Accepted Answer

The answer of What are the different types of sampling?...

Question 5

Which of the following is a disadvantage of online focus groups?

Accepted Answer

A) Participants must be in a central location. 
B) Determining the identity of people who constitute an online sample is difficult. 
C) Results take the longest to tabulate and analyze in this method when compared to all other data collection methods. 
D) The cost of online focus groups is greater than that of most other qualitative research methods. 
E) The format of focus groups is not fixed and can be varied.

Question 6

Ethnographic research ________.

Accepted Answer

A) is an approach arising from traditional focus groups 
B) is conducted in settings where people live and work 
C) is an approach that provides only secondary data 
D) is most popular in the service sector 
E) is used by marketers when observation is impossible

Question 7

Secondary data consists of information ________.

Accepted Answer

A) that already exists somewhere but is outdated 
B) that does not currently exist in an organized form 
C) that already exists somewhere but was collected for another purpose 
D) that is directly generated from the company's sales division 
E) that the researcher can only obtain through first-hand surveys and observation

Question 8

Which contact method for marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Accepted Answer

A) personal interviewing 
B) experimental research 
C) archival research 
D) ethnographic research 
E) observational research

Question 9

Erica Jenson has a limited budget for the market research she needs to conduct; however,the sample size for her research is quite large.Which of the following methods of contact would provide Erica with the most cost-effective way to reach a large sample of potential customers?

Accepted Answer

A) telephone surveys 
B) personal interviews 
C) Internet surveys 
D) mail surveys 
E) focus group interviews

Question 10

In the second step of the marketing research process,a ________ is developed.

Accepted Answer

A) research problem 
B) research plan 
C) research report 
D) research rationale 
E) research objective

Question 11

Amex Retail is a small retail chain that is a facing a drop in sales following a hike in prices of some of its most popular goods.The company is currently cash-strapped and needs a quick and efficient way to determine the specific products that are responsible for this drop in sales.Amex retail should ________ as it would be the cheapest and most effective solution to Amex Retail's current requirements.

Accepted Answer

A) utilize external agencies and partners 
B) seek marketing intelligence inputs from high-end firms 
C) seek information regarding the strategy adopted by competitors 
D) utilize its internal databases for sales figures 
E) hire a reputed marketing research firm

Question 12

ABC Interior Designs wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners,and Internet surveys.

Accepted Answer

A) True 
 B)False

Question 13

Mail surveys usually take longer to complete,and the response rate is often very low.

Accepted Answer

A) True 
 B)False

Question 14

In a simple random sample,________.

Accepted Answer

A) the population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group 
B) the researcher selects the easiest population members from which to obtain information 
C) the researcher finds and interviews a prescribed number of people in each of several categories 
D) every member of the population has a known and equal chance of selection 
E) the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview

Question 15

Which of the following is the definition of a sample?

Accepted Answer

A) the complete population selected for marketing research 
B) a segment of the population selected for marketing research 
C) the proportion of the population eliminated from the purview of the marketing research 
D) the group of consumers who lack the characteristic being tested in the marketing research study 
E) the whole collection of individuals from which a smaller group is selected for research purposes

Question 16

Ethnographic research essentially involves ________.

Accepted Answer

A) experimental manipulation 
B) observation and interaction 
C) neuromarketing techniques 
D) use of mechanical devices 
E) use of secondary sources of data

Question 17

Suppliers,customers,resellers,and select other network members may access a company's extranet to update their accounts,arrange purchases,and check orders against inventories to improve customer service.

Accepted Answer

A) True 
 B)False

Question 18

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

Accepted Answer

The answer of Discuss several ways in which smaller organizations...

Question 19

Causal research is used to ________.

Accepted Answer

A) test hypotheses about cause-and-effect relationships 
B) gather preliminary information that will help define problems 
C) find information at the outset of the research process in an unstructured way 
D) describe marketing problems or situations without any reference to their underlying causes 
E) quantify observations that produce insights unobtainable through other forms of research

Question 20

________ is a method of gathering primary data by asking people questions about their knowledge,attitudes,preferences,and buying behavior.

Accepted Answer

A) Observational research 
B) Archival research 
C) Survey research 
D) Experimental research 
E) Internal research

Exam 4: Managing Marketing Information to Gain Customer Insights

In a quota sample,the researcher ________.

Which of the following statements regarding marketing intelligence is true?

What is the first step in the marketing research process?

What are the different types of sampling?

Which of the following is a disadvantage of online focus groups?

Ethnographic research ________.

Secondary data consists of information ________.

Which contact method for marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Erica Jenson has a limited budget for the market research she needs to conduct; however,the sample size for her research is quite large.Which of the following methods of contact would provide Erica with the most cost-effective way to reach a large sample of potential customers?

In the second step of the marketing research process,a ________ is developed.

ABC Interior Designs wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners,and Internet surveys.

Mail surveys usually take longer to complete,and the response rate is often very low.

In a simple random sample,________.

Which of the following is the definition of a sample?

Ethnographic research essentially involves ________.

Suppliers,customers,resellers,and select other network members may access a company's extranet to update their accounts,arrange purchases,and check orders against inventories to improve customer service.

Discuss several ways in which smaller organizations can use marketing research techniques at little or no expense.

Causal research is used to ________.

________ is a method of gathering primary data by asking people questions about their knowledge,attitudes,preferences,and buying behavior.