Question 1

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

Accepted Answer

A) quota sampling. 
B) selective surveying. 
C) random sampling. 
D) stratified sampling. 
E) researcher samples.

Question 2

Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager. He knows that new car sales are down by reading the paper, so he thinks that people should be driving more used cars, which need repairs. Wade knows that he needs to find out why customers are coming to the stores in his area, and the best way to approach this problem and obtain accurate information is to use

Accepted Answer

A) the marketing research process. 
B) the opinions of store managers. 
C) company sales' data. 
D) hypothesis testing. 
E) stratified sampling of customers.

Question 3

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.

Accepted Answer

A) True 
 B)False

Question 4

An online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ____ question.

Accepted Answer

A) close-ended 
B) short answer 
C) multiple-choice 
D) open-ended 
E) dichotomous

Question 5

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?

Accepted Answer

A) Collecting data 
B) Defining and locating problems 
C) Interpreting research 
D) Designing the research project 
E) Reporting research findings

Question 6

If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all

Accepted Answer

A) children in Illinois. 
B) families in Illinois that have or are expecting preschool children. 
C) people in Illinois. 
D) preschools in Illinois. 
E) preschool children in Illinois.

Question 7

A database is a collection of information arranged for easy access and retrieval.

Accepted Answer

A) True 
 B)False

Question 8

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 9

The real value of marketing research to the organization can best be measured by

Accepted Answer

A) its immediate impact on profits. 
B) the amount of time spent. 
C) how much it costs. 
D) improvements in the ability to make decisions. 
E) the increase in sales volume or market share.

Question 10

Cameras, counting machines, and scanners are used most often in

Accepted Answer

A) surveys. 
B) secondary data gathering. 
C) field settings. 
D) observation. 
E) experimentation.

Question 11

An on-site computer interview is a variation of the shopping mall intercept interview.

Accepted Answer

A) True 
 B)False

Question 12

Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by

Accepted Answer

A) the computer. 
B) the super database. 
C) the Interactive network. 
D) electronic online services. 
E) evolving telecommunications.

Question 13

Scenario 5.2
Use the following to answer the questions.
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. Colin decided to apply some of the things he had learned in his marketing research class to his business. The first thing he should do is to ___________ which will help him ______

Accepted Answer

A) develop a questionnaire; collect the necessary data. 
B) identify a sample frame; contact the appropriate respondents. 
C) define the problem to be researched; determine his data needs. 
D) conduct store exit interviews; give him an idea of the problem. 
E) collect secondary data; contact the appropriate respondents.

Question 14

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

Accepted Answer

A) True 
 B)False

Question 15

Carmen has been hired by a market research company to collect data about the drinking habits of 25 to 35-year old urban professionals. Carmen is to go to "happy hour" with a group of individuals and observe what type of alcoholic beverages they order, how often, and what brands. The data that Carmen will obtain is ______ and she will use ______ in its collection.

Accepted Answer

A) secondary; observation. 
B) primary; personal interviews 
C) primary; ethnographic 
D) secondary; ethnographic. 
E) primary; focus groups.

Question 16

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 17

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

Accepted Answer

A) descriptive sample 
B) hypothesis 
C) experimental question 
D) sampling error 
E) conceptual error

Question 18

Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions, and multiple-choice questions.

Accepted Answer

A) True 
 B)False

Question 19

The major disadvantage of a mail survey versus a telephone or personal survey is

Accepted Answer

A) having to offer premiums. 
B) the failure of respondents to return the questionnaire. 
C) the elimination of interview bias. 
D) the lack of open-ended questions. 
E) the cost.

Question 20

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Accepted Answer

A) True 
 B)False

Exam 5: Marketing Research and Information Systems

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.

An online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ____ question.

If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all

A database is a collection of information arranged for easy access and retrieval.

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

The real value of marketing research to the organization can best be measured by

Cameras, counting machines, and scanners are used most often in

An on-site computer interview is a variation of the shopping mall intercept interview.

Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

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

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions, and multiple-choice questions.

The major disadvantage of a mail survey versus a telephone or personal survey is

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.