Question 1

You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy.
Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?

Accepted Answer

A)  Quantitative data about your company's historical sales and U.S. economic performance statistics 
B)  Qualitative data about your company's historical sales and U.S. economic performance statistics 
C)  Qualitative data about the department's sales force 
D)  Quantitative data about your company's historical sales only 
E)  Qualitative data about your marketing environment

Question 2

Compared to a mail survey, telephone surveys have

Accepted Answer

A)  lower response rates but higher validity. 
B)  a slower response time, but less cost. 
C)  a faster response time, but less cost. 
D)  fewer expenses overall. 
E)  higher response rates, but higher costs.

Question 3

Anthony has been a marketing manager at Kroger for several years. Recently Kroger adopted a new type of software that is able to collect information from a variety of sources and look for unique trends that would not normally be observable using other marketing research methods. The information revealed the surprising insight that a certain age group of people buys more organic food than others. Anthony was surprised at this revelation because he had thought just the opposite. This new system allowed Anthony to make use of _________ and interpret it (them) to yield unique insights he could use in future marketing campaigns.

Accepted Answer

A)  databases 
B)  single-source data 
C)  secondary data 
D)  big data 
E)  marketing decision support systems

Question 4

Scenario 5.2 Use the following to answer the question.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing.
Refer to Scenario 5.2. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ____ sampling.

Accepted Answer

A)  quota 
B)  stratified 
C)  random 
D)  representative 
E)  area

Question 5

The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

Accepted Answer

A) True 
 B)False

Question 6

You are being quizzed on your knowledge of marketing. A question on the quiz asks, "What is the ultimate goal of marketing research for a firm?" Which of the following is the best answer to this question?

Accepted Answer

A)  To improve organizational performance 
B)  To develop new product ideas 
C)  To improve customer relationships 
D)  To heighten a firm's visibility 
E)  To decrease the costs of marketing activities

Question 7

Because of a variety of cultural, geographic, regulatory, and social issues, international marketing can pose unique challenges for the marketer. Many of these challenges can be mitigated by an effective international-oriented marketing research effort.
International marketing research can help a company____________________.

Accepted Answer

A)  guarantee the success of their marketing strategies 
B)  avoid product formulation errors 
C)  improve a company's labor relations in foreign markets 
D)  develop the most effective logistics systems 
E)  eliminate product manufacturing inefficiencies

Question 8

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.

Accepted Answer

A)  primary 
B)  experimental 
C)  descriptive 
D)  secondary 
E)  exploratory

Question 9

Company sales reports are often utilized as part of a company's marketing research activities and can provide insight about which colors and sizes are preferred by customers. Cutco, a manufacturer of knives and cutlery, often utilizes sales reports to identify which styles of knives are most popular and whether customers prefer the classic black handle or the ivory handle. This insight enables Cutco to streamline its manufacturing process and develop a just-in-time system to match production to anticipated orders. What type of data does Cutco utilize in this example?

Accepted Answer

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

Question 10

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Accepted Answer

A)  external secondary data 
B)  sampling systems 
C)  primary data 
D)  internal secondary data 
E)  hypotheses

Question 11

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using

Accepted Answer

A)  focus-group interviews. 
B)  group surveys. 
C)  personal interview surveys. 
D)  sampling teams. 
E)  group think.

Question 12

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is a common location for personal interviews today.

Accepted Answer

A)  a shopping mall 
B)  the respondent's home 
C)  the interviewer's home 
D)  the company's offices 
E)  a city park

Question 13

Research that allows marketers to make causal inferences about relationships is called

Accepted Answer

A)  variable research. 
B)  relationality. 
C)  exploratory research. 
D)  linkage research. 
E)  experimental research.

Question 14

While shopping at the mall over the weekend, you noticed a group of young women asking shoppers if they could spare five minutes to answer some questions about their shopping experience at the mall. Given your marketing experience, you immediately recognize that these young women were conducting a marketing research project.
Which step in the five-step marketing research process were they in?

Accepted Answer

A)  Step 1 - Locating and defining the problem 
B)  Step 2 - Designing the research project 
C)  Step 3 - Collecting data 
D)  Step 4 - Interpreting research findings 
E)  Step 5 - Reporting research findings

Question 15

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

Accepted Answer

A)  Most companies do not have any funding for survey research. 
B)  Fewer people are willing to participate in surveys. 
C)  Laws significantly limit firms' ability to conduct surveys. 
D)  Unreliable methods of distributing surveys make them difficult to conduct. 
E)  Very little useful information is ever gathered from survey results.

Question 16

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

Accepted Answer

A)  single-source 
B)  census 
C)  consumer demographic 
D)  multi-point 
E)  single-point

Question 17

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

Accepted Answer

A)  Locating and defining problems 
B)  Designing the project 
C)  Collecting data 
D)  Interpreting findings 
E)  Reporting findings

Question 18

Discuss the role of the marketing information system in helping marketing managers make better decisions.

Accepted Answer

The answer of Discuss the role of the marketing information...

Question 19

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is

Accepted Answer

A)  interpreting research findings. 
B)  collecting data. 
C)  developing a testable hypothesis. 
D)  sampling the population. 
E)  reporting research findings.

Question 20

Why is ethics an important consideration in marketing research?

Accepted Answer

The answer of Why is ethics an important consideration in...

Exam 5: Marketing Research and Information Systems

You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy. Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?