Question 1

What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.

Accepted Answer

The answer of What are three advantages and three disadvantages...

Question 2

Media which consumers generate themselves and share among themselves is called:

Accepted Answer

A)  Web communities 
B)  consumer generated media (CGM) 
C)  Webinars 
D)  unrestricted media 
E)  consumer mediated media (CMM)

Question 3

A research manager decides to pick households for interviews by selecting street intersections at random,and then using a given route for the interviewers to follow--such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left.This is a:

Accepted Answer

A)  convenience sample 
B)  stratified sample 
C)  nonprobability sample 
D)  sampling error 
E)  probability sample

Question 4

Research indicates that Americans today are concerned enough about sustaining the environment that they are willing to spend more.In fact,65 percent of the people who responded to the survey said they were willing to spend more money for environmentally-friendly goods and 65 percent also expected to increase spending this year on eco-friendly products,despite the current downward trend in retail.Companies that use the results of this study in their product development efforts are using _____ data.

Accepted Answer

A)  primary 
B)  convenience 
C)  dichotomous 
D)  observation 
E)  secondary

Question 5

When a manager is faced with alternative solutions to a problem,he or she should NOT immediately call for marketing research.The first decision to make is whether to conduct marketing research at all.Name and briefly discuss two situations in which it is best NOT to conduct marketing research.

Accepted Answer

The answer of When a manager is faced with alternative...

Question 6

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

Accepted Answer

A)  experiment 
B)  dichotomous 
C)  observation 
D)  survey 
E)  open-ended

Question 7

A snowball sample is a type of probability sample.

Accepted Answer

A) True 
 B)False

Question 8

Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joy-stick based steering mechanism.As a part of their research they built graders that included both a steering wheel and joy-stick steering mechanisms,then asked operators to use the machines for a few days.After two days of testing,several of the operators like the joysticks so well that they suggested that the steering wheel be removed to provide better visibility.This would be an example of _____ research.

Accepted Answer

A)  primary 
B)  secondary 
C)  dichotomous 
D)  ethnographic 
E)  collaborative

Question 9

In-home personal interviews:

Accepted Answer

A)  offer high-quality data at high cost 
B)  offer the ability to obtain high-quality data at low cost 
C)  are becoming increasingly more popular 
D)  are less expensive than mall intercepts 
E)  offer information of moderate quality,but at a low cost

Question 10

What is marketing research? Name and briefly describe the three functional roles of marketing research.

Accepted Answer

The answer of What is marketing research? Name and briefly...

Question 11

Mystery shoppers engage in a form of:

Accepted Answer

A)  mall intercept study 
B)  experiential study 
C)  marketing audit 
D)  observation research 
E)  market audit

Question 12

_____ provides market researchers with user-friendly virtual interview rooms,recruiting,and technical support for conducting virtual qualitative research.

Accepted Answer

A)  Channel M2 
B)  Internet ethnography 
C)  Subject-based visualization 
D)  Broadband virtual setting 
E)  Research visualization

Question 13

University Research Study
A regional state university is experiencing declining enrollments.The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations.One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program.They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.
-Refer to University Research Study.Because the students must finish the research project within a semester and do not have much money to conduct the research,which of the following would be the best,quickest,and least expensive method of collecting survey data?

Accepted Answer

A)  in-home personal interviews 
B)  mail surveys 
C)  Internet surveys 
D)  marketing research aggregators 
E)  mall intercept interviews

Question 14

Several types of analysis are common to marketing research.Which one is the simplest?

Accepted Answer

A)  one-way frequency counts 
B)  statistical analyses 
C)  cross-tabulations 
D)  passive people meters 
E)  scaled responses

Question 15

Discuss two advantages and two disadvantages of using primary data.

Accepted Answer

The answer of Discuss two advantages and two disadvantages of...

Question 16

Sav-More Supermarkets
Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More supermarkets have installed an electronic marketing system in their stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases.As with most customer databases,demographic information is gathered for subsequent offers to frequent-shopper club members,and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases.Generally,marketing to these consumers achieves better results than free- standing insert (FSI)coupons.
-Refer to Sav-More Supermarkets.Edisto decided the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen food section of Sav-More.The data Edisto collected are called _____ data.

Accepted Answer

A)  single-source 
B)  secondary 
C)  representational 
D)  primary 
E)  dichotomous

Question 17

Managers must combine specific pieces of information needed to identify the marketing research problem.Their _____ is to provide insightful decision-making information.

Accepted Answer

A)  company-correlated goal 
B)  autonomous task 
C)  dichotomous goal 
D)  marketing research objective 
E)  field service objective

Question 18

Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

Accepted Answer

A)  nonresponse 
B)  frame 
C)  random 
D)  measurement 
E)  none of the choices

Question 19

Levi Strauss & Co.recently introduced its new Totally Slimming jeans.The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles.Instead they wanted jeans that were comfortable while covering-up problem areas,and showing off their figures.Levi's used this _____ data as the basis for designing this new line of jeans.

Accepted Answer

A)  primary 
B)  secondary 
C)  dichotomous 
D)  convenience 
E)  ethnographic

Question 20

The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.

Accepted Answer