Question 1

The first step in the marketing research procedure is to:

Accepted Answer

A)  gather primary data. 
B)  define the objective. 
C)  conduct an informal investigation. 
D)  perform a situation analysis. 
E)  gather secondary data.

Question 2

If the manufacturer of Rogaine wants to know how consumers feel about the hair growth product by removing the interviewer bias and guaranteeing the interviewees' anonymity, the company should use the:

Accepted Answer

A)  experimental method. 
B)  personal interviews. 
C)  observation method. 
D)  shopping mall intercept. 
E)  mail survey.

Question 3

The first step in the marketing research process is to conduct a situation analysis.

Accepted Answer

A) True 
 B)False

Question 4

A department store manager who wants to do market research on where the majority of customers go when they first enter the store and what route they take while shopping would most likely use:

Accepted Answer

A)  a mail survey. 
B)  secondary data. 
C)  the experimental method. 
D)  a telephone survey. 
E)  the observation method.

Question 5

A(n) _____ is a tentative supposition about or a possible solution to a problem.

Accepted Answer

A)  situation analysis 
B)  research hypothesis 
C)  test proposition 
D)  scientific method 
E)  informal investigation

Question 6

Which of the following is a possible explanation for why many businesses are disenchanted with marketing research?

Accepted Answer

A)  The cost of marketing research is seen as too high. 
B)  Marketing researchers are unable to communicate clearly with management. 
C)  Often marketing research is unable to predict future behavior with any degree of accuracy. 
D)  Often the results of marketing research cannot be measured quantitatively. 
E)  All of the above are possible explanations for why many businesses are disenchanted with marketing research.

Question 7

The value and success of a marketing information system (MkIS) depends on:

Accepted Answer

A)  the nature and quality of the data available to it. 
B)  the type of information identified as important by marketing managers. 
C)  the way the data are processed. 
D)  the working relationship between the operators of the MkIS and the managers who use its output. 
E)  all of the above.

Question 8

To do the best job of gathering primary data, a marketing researcher integrate the use of the survey, the observation, and the experimentation methods.

Accepted Answer

A) True 
 B)False

Question 9

In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to call its use the brand name White House because it was located across the river from the Presidential mansion. In 1913, it changed its name to National Fruit Product Company, and that is its name today. In 1999, the company conducted focus groups of young mothers in North Carolina and Florida to determine it label improvements would allow it to more effectively market its apple juice.
-The use of a focus group indicates that National Fruit used _____ research.

Accepted Answer

A)  experiential 
B)  concept 
C)  observational 
D)  hypotherical 
E)  survey

Question 10

Which of the following would be a source of secondary data in a marketing research study being done by a producer of bottled water?

Accepted Answer

A)  a safety report prepared by the FDA on the bacteria content of drinking water 
B)  interviews with people who commonly use bottled water 
C)  observational research on how people act around a water cooler 
D)  a telephone survey to athletes who typically consume a lot of water 
E)  all of the above

Question 11

Normally, the weakest link in marketing research projects involving interviews or observations is the:

Accepted Answer

A)  design of the questionnaire. 
B)  data collection. 
C)  selection of the sample. 
D)  informal investigation. 
E)  statement of the hypotheses.

Question 12

There is a significant difference between the way a manager uses a marketing information system and the way he or she uses a decision support system.

Accepted Answer

A) True 
 B)False

Question 13

B&Q, a retail chain in the United Kingdom, uses the _____ method of research to determine if potential employees are psychologically cut out to work at B&Q stores. Candidates are asked to respond to statements such as, "I prefer to have my closest relationships outside work rather than with a colleague."

Accepted Answer

A)  experimental 
B)  hypothesis 
C)  focus group 
D)  observation 
E)  survey

Question 14

The observation method of gathering research would be most appropriate if the purpose of the research is to determine consumer reaction to two different commercials for the same product.

Accepted Answer

A) True 
 B)False

Question 15

Who are the primary internal sources of competitive intelligence?

Accepted Answer

A)  purchasing agents 
B)  salespeople 
C)  trade journals 
D)  phone conversations with customers 
E)  top management

Question 16

Often the results of a marketing research project cannot be measured in terms of direct benefits to the organization, and this fact leads to some managers assuming the usefulness of marketing research is limited.

Accepted Answer

A) True 
 B)False

Question 17

Prior to offering its brand of insurance to the Canadian market, DirectProtect conducted several face-to-face interviews with groups of eight to determine how Canadians feel about home and auto insurance. DirectProtect used:

Accepted Answer

A)  ethnographic interviews. 
B)  focus groups. 
C)  the experimental method. 
D)  the centralized survey method. 
E)  shopping mall intercepts.

Question 18

Hershey Foods Corp. created a(n) _____ to integrate the enormous amount of data it had gathered as result of the concept and product tests it had run since the 1980s.

Accepted Answer

A)  data mine 
B)  data warehouse 
C)  information compiler 
D)  research initiative 
E)  information distribution center

Question 19

Ipsos-Reid, a Canadian marketing research company, conducted research for CNN in which it gathered opinions from respondents in 30 countries regarding America's war on terrorism. Which research methodology did Ipsos-Reid most likely use to gather this time-sensitive information?

Accepted Answer

A)  observation 
B)  field experiments 
C)  laboratory experiments 
D)  face-to-face interviews 
E)  telephone interviews

Question 20

With six other small business owners, Asa Born was invited to a(n) _____ where the researcher asked the group general questions about how they feel about income tax assistance software. The interview revealed that most small business owners have limited time to learn the programs and would rather hire an accounting service if its price were reasonable.

Accepted Answer

A)  walking interview 
B)  focus group 
C)  experimental method 
D)  centralized survey method 
E)  shopping mall intercept

Exam 7: Marketing Research and Market Information

The first step in the marketing research procedure is to:

If the manufacturer of Rogaine wants to know how consumers feel about the hair growth product by removing the interviewer bias and guaranteeing the interviewees' anonymity, the company should use the:

The first step in the marketing research process is to conduct a situation analysis.

A department store manager who wants to do market research on where the majority of customers go when they first enter the store and what route they take while shopping would most likely use:

A(n) _____ is a tentative supposition about or a possible solution to a problem.

Which of the following is a possible explanation for why many businesses are disenchanted with marketing research?

The value and success of a marketing information system (MkIS) depends on:

To do the best job of gathering primary data, a marketing researcher integrate the use of the survey, the observation, and the experimentation methods.

Which of the following would be a source of secondary data in a marketing research study being done by a producer of bottled water?

Normally, the weakest link in marketing research projects involving interviews or observations is the:

There is a significant difference between the way a manager uses a marketing information system and the way he or she uses a decision support system.

The observation method of gathering research would be most appropriate if the purpose of the research is to determine consumer reaction to two different commercials for the same product.

Who are the primary internal sources of competitive intelligence?

Often the results of a marketing research project cannot be measured in terms of direct benefits to the organization, and this fact leads to some managers assuming the usefulness of marketing research is limited.

Prior to offering its brand of insurance to the Canadian market, DirectProtect conducted several face-to-face interviews with groups of eight to determine how Canadians feel about home and auto insurance. DirectProtect used:

Hershey Foods Corp. created a(n) _____ to integrate the enormous amount of data it had gathered as result of the concept and product tests it had run since the 1980s.

Ipsos-Reid, a Canadian marketing research company, conducted research for CNN in which it gathered opinions from respondents in 30 countries regarding America's war on terrorism. Which research methodology did Ipsos-Reid most likely use to gather this time-sensitive information?