Question 1

Which of the following is a major advantage of primary research?

Accepted Answer

A) It is cost effective. 
B) It is readily available. 
C) It hardly requires sophisticated training and experience to design the research. 
D) It usually can be tailored to fit research questions. 
E) It saves time in collecting data.

Question 2

A research technique in which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue is called a(n):

Accepted Answer

A) in-depth interview. 
B) focus group. 
C) survey research. 
D) projective technique. 
E) experimental research.

Question 3

If marketing researchers are ready to move beyond preliminary insights, they are ready to engage in:

Accepted Answer

A) quantitative research. 
B) in-depth interviews. 
C) syndicated marketing surveys. 
D) exploratory research. 
E) structured questionnaire analysis.

Question 4

Clientel Inc., a marketing research firm, is conducting a market research for a beverage company.After reviewing the situation, Clientel decides that a statistical evaluation will yield the best results.Which step of the research process is Clientel Inc.in?

Accepted Answer

A) Defining the problem 
B) Designing the project 
C) Collecting the data 
D) Analyzing the data 
E) Presenting the report

Question 5

What is biased data? Many fast food restaurants measure customer satisfaction after customer make a purchase.Explain how biased data could be an issue for fast food restaurants.

Accepted Answer

The answer of What is biased data? Many fast food...

Question 6

What are the advantages of primary research?

Accepted Answer

The answer of What are the advantages of primary research?...

Question 7

Which of the following quantitative research methods involves collecting information by using a questionnaire?

Accepted Answer

A) Panel research 
B) Scanner research 
C) Observational research 
D) Survey research 
E) Focus groups

Question 8

Focus groups gather qualitative data about initial reactions to a new or existing product or service, opinions about different competitive offerings, or reactions to marketing stimuli.

Accepted Answer

A) True 
 B)False

Question 9

What is syndicated data?

Accepted Answer

The answer of What is syndicated data?...

Question 10

Which of the following involves gathering qualitative data about initial reactions to a new or existing product or service, opinions about different competitive offerings, or reactions to marketing stimuli?

Accepted Answer

A) Panel research 
B) Experimental research 
C) Survey groups 
D) Scanner research 
E) Focus groups

Question 11

Zan hires a trained researcher to ask customers questions, listen to and record their answers, and then pose additional questions and clarify or expand on a particular issue that Zan is dealing with.Identify the research method used by Zan.

Accepted Answer

A) Experimental research. 
B) Structured survey. 
C) In-depth interview. 
D) Primary data mining. 
E) Observation.

Question 12

After defining the problems and objectives of his project, Marvin identifies the type of data needed.He then focuses on determining the type of research necessary to collect the data.Identify this step of the market research process.

Accepted Answer

A) Presentation of an action plan 
B) Design of the plan 
C) Data analysis 
D) Collection of data 
E) Defining the problem

Question 13

An observational method that studies people in their daily lives and activities in their homes, work, and communities is called:

Accepted Answer

A) focusing. 
B) hypothesizing. 
C) sampling. 
D) panel research. 
E) ethnography.

Question 14

Which of the following is a structured question?

Accepted Answer

A) What comes to your mind when you see the given picture? 
B) What is your opinion on the leadership of Elizabeth May? 
C) What is your opinion on marriage? 
D) How important do you think SAT scores are to a college student? Rate your answer on a scale of 1 to 5, with 5 being extremely important. 
E) What else did you like about the product?

Question 15

What is quantitative research?

Accepted Answer

The answer of What is quantitative research?...

Question 16

Which of the following is a source of secondary data?

Accepted Answer

A) Focus groups 
B) Surveys 
C) In-person interviews 
D) Census data 
E) Experiments

Question 17

Ethnography is often used to determine how consumers might use a product.

Accepted Answer

A) True 
 B)False

Question 18

The data collected from which of the following sources can be considered as primary data?

Accepted Answer

A) Magazines 
B) Focus groups 
C) Advertising Age 
D) Department of Foreign Affairs and Trade 
E) Canadian News Index

Question 19

An open-ended question that allows respondents to answer in their own words is known as a(n):

Accepted Answer

A) structured question. 
B) hypothetical question. 
C) unstructured question. 
D) disorganized question. 
E) indefinite question.

Question 20

Natalie is the marketing director of One Dollar stores, a retail chain in Canada.From the recent sales reports, Natalie notices that sales had increased in some stores and decreased in others.She is unable to predict the reason for this variation in sales.The method of research that Natalie is likely to employ to gain a better understanding of the variation and to clearly define its cause will be:

Accepted Answer

A) qualitative research. 
B) panel research. 
C) quantitative research. 
D) conclusive research. 
E) scanner research.

Exam 7: Marketing Research