Question 1

In a marketing research project to determine if a new line of hair coloring products is cannibalizing another brand made by the same manufacturer, which of the following would be a source of information for an informal investigation?

Accepted Answer

A)  consumers who have used either brand 
B)  competitors' ads for similar products 
C)  retailers who stock the hair coloring products 
D)  the ad agencies that prepare the ad campaigns for both products 
E)  all of the above

Question 2

The observation method of gathering marketing research data benefits a decision maker by:

Accepted Answer

A)  providing accurate information about behavior. 
B)  being an excellent source of secondary data. 
C)  its ability to explain why certain actions occur. 
D)  the speed with which the data can be gathered. 
E)  its ability to provide motivational information.

Question 3

Ziff-Davis Professional List Services can provide you with the names and addresses of all the people who subscribe to PC Magazine and PC/Computing. You can narrow the list down further by requesting information on subscribers who make more than $70,000. A office supply company that buys this list is acquiring a(n):

Accepted Answer

A)  database. 
B)  facts sheet. 
C)  information base. 
D)  information source. 
E)  trade record.

Question 4

Opponents to RFID tags are concerned that the tags could be used to track products even after they left the store. The RFID critics are expressing concern about the ethical issue of:

Accepted Answer

A)  consumer privacy 
B)  green marketing 
C)  technology overuse 
D)  database mining 
E)  reciprocity

Question 5

Owen James is doing marketing research for a company that is experiencing a decline in sales for its line of weather-resistant lawn furniture. During which stage of the marketing research procedure should he develop his research hypothesis?

Accepted Answer

A)  object definition 
B)  informal investigation 
C)  situation analysis 
D)  formal investigation plan 
E)  data analysis

Question 6

Baye and Kimberly went to the mall to buy a baby bed. Before they left the mall center area, an individual confronted them with a clipboard. The individual wanted to ask them some questions about their perceptions of the smells of various fabric softeners. This method of data gathering is an example of a(n):

Accepted Answer

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

Question 7

Many firms have not accepted the fact that marketing research can make decision-making much easier. Why?

Accepted Answer

A)  Management has typically spent too much money on marketing research. 
B)  Marketing researchers have not communicated adequately with top management to show them how research can aid in decision making. 
C)  Marketing research tends to use questionable research methods. 
D)  Computers are ineffective in dealing with most marketing research problems. 
E)  Marketing research is seldom very accurate.

Question 8

A _____ _____ _____ is a procedure that allows a manager to interact with data and methods of analysis to gather, analyze, and interpret information.

Accepted Answer

The answer of A _____ _____ _____ is a procedure...

Question 9

In a marketing research study for a manufacturer of compost bins, _____ would most likely be a source of primary data.

Accepted Answer

A)  reports from organic gardening organizations 
B)  a study done by Duke University on how individuals feel about gardening 
C)  annual financial statements provided by the compost bin manufacturer 
D)  a survey conducted by Mother Earth News 
E)  researchers' interviews with hardware store owners who sell compost bins

Question 10

Once Robert has planned and conducted the formal investigation to determine how people select which diapers to buy for their infants, his next step in the marketing research process is to:

Accepted Answer

A)  determine the relevant hypotheses about parents and how they treat their infants. 
B)  examine ads from Parenting magazine. 
C)  analyze the data and present a report to the firm's diaper division manager. 
D)  redefine the objectives of the marketing research project. 
E)  compare primary and secondary data to determine which are more useful.

Question 11

The most frequent concern expressed by researchers who use Internet surveys is the:

Accepted Answer

A)  absence of one-to-one interview capabilities. 
B)  distracting multimedia nature of the Internet. 
C)  high probability of a sampling error. 
D)  high costs. 
E)  bias against technology intrusion by users of the Internet.

Question 12

A manufacturer of a new energy bar wants to determine if it is cost effective to pay for the use of the American Heart Association (AHA) logo on its packaging. The firm has developed two test packages for the product. One package contains the AHA logo; the other does not. A sample of health-conscious consumers (representing the firm's target market) is invited to select an energy bar from a display that contains several competing brands along with the no-logo package. Another sample of consumers is invited to select a health bar from a display that contains several brands and the package containing the AHA logo. This is an example of research using:

Accepted Answer

A)  observation. 
B)  experiment. 
C)  hypotheses. 
D)  survey. 
E)  secondary data.

Question 13

The method of gathering primary data that simulates an actual marketing situation is the _____ method.

Accepted Answer

A)  observation 
B)  experimental 
C)  survey 
D)  mail questionnaire 
E)  personal interview

Question 14

While Michelle was shopping, she was asked by a woman holding a clipboard if she would mind looking at some shirts and giving her opinion on how well the shirts were made. This method of gathering primary data used was:

Accepted Answer

A)  walking interview. 
B)  focus group. 
C)  experimental method. 
D)  centralized survey method. 
E)  survey.

Question 15

Gold Love Tokens is a company that manufactures and distributes roses, leaves, and other types of flowers that have been dipped in 24K gold. Sales for the last three-quarters have been stagnant. When the owner of the company did several phone interviews with retailers who carry her company's product line, she was engaged in:

Accepted Answer

A)  object definition. 
B)  informal investigation. 
C)  situation analysis. 
D)  formal investigation plan. 
E)  data analysis.

Question 16

Which of the following is a cause of reliability problems in mail surveys?

Accepted Answer

A)  interview bias 
B)  governmental regulations 
C)  high response rates 
D)  surveys completed by someone other than the intended respondent 
E)  single-source data collection

Question 17

The federal government, The Wall Street Journal, and annual stockholders' reports are all good examples of _____ data.

Accepted Answer

The answer of The federal government, The Wall Street Journal,...

Question 18

Which of the following is an appropriately stated hypothesis for a marketer interested in the potential market demand for a new kind of three-ply yarn made from a combination of wool and synthetic materials?

Accepted Answer

A)  The market demand is at least 1000 skeins of yarn per month. 
B)  What is the market demand? 
C)  What level of sales can we expect in each of the next 5 years? 
D)  How many skeins of yarn can we expect to market, relative to the competition? 
E)  We should be able to market as many skeins of our yarn as the competition.

Question 19

A company that manufactures hair dyes wants to know how many men would color their gray hair if they could buy hair coloring systems through the mail, and no one would know they used such products. Since anonymity is an important part of getting truthful answers on this survey, the research company doing the marketing research should use:

Accepted Answer

A)  the experimental method. 
B)  personal interview. 
C)  the observation method. 
D)  shopping mall intercepts. 
E)  mail surveys.

Question 20

Personal interview surveys conducted with people in regional shopping centers are called:

Accepted Answer

A)  focus group interviews. 
B)  one-sided conversations. 
C)  walking interviews. 
D)  telemarketing interviews. 
E)  mall intercepts.

Exam 7: Marketing Research and Market Information