Question 1

What kind of data is information collected for the first time, specifically for a marketing research study?

Accepted Answer

A)  secondary data 
B)  primary data 
C)  soft data 
D)  experimental data

Question 2

What is test-marketing? What are some challenges when test-marketing new products?

Accepted Answer

The answer of What is test-marketing? What are some challenges...

Question 3

A well-constructed Marketing Information System (MIS) serves as a company's nerve centre, continually monitoring the market environment-both inside and outside the organization-and providing instantaneous information.

Accepted Answer

A) True 
 B)False

Question 4

Telephone interviews are fast, cheap, and have a high rate of response.

Accepted Answer

A) True 
 B)False

Question 5

The size and organizational form of the marketing research function is usually independent of the structure of the company.

Accepted Answer

A) True 
 B)False

Question 6

A marketing research organization that regularly provides a standardized set of data to its customers is called a full-service research supplier.

Accepted Answer

A) True 
 B)False

Question 7

What is a major benefit of test-markets as a quantitative forecasting method?

Accepted Answer

A)  They provide realistic information on actual purchases rather than intent to buy. 
B)  They are quick and provide salespeople with an opportunity to explain their markets. 
C)  They are effective in situations with stable customer demand and environmental conditions. 
D)  They are useful for long-term predicitions.

Question 8

If the United Nations were to bring experts together to discuss the impact of technological change on less-developed countries, it could use the Delphi technique to forecast the magnitude of those changes.

Accepted Answer

A) True 
 B)False

Question 9

Tarek is the owner of a construction company and uses a Marketing Information System to provide him with statistics reflecting the previous week's contracts.Why should Tarek use Marketing Decision Support System software?

Accepted Answer

A)  to determine contract volume and needed levels 
B)  to make the appropriate decisions regarding his overall future business plans 
C)  to connect him with the top five lumber offers that week 
D)  to transform the data into a format that will help him make better decisions

Question 10

Teenage Research Unlimited, a consumer-oriented marketing research firm, wishes to obtain data on the buying habits and shopping preferences of teenagers.What kind of research should it use?

Accepted Answer

A)  observations of how teenagers walk around and check out their cars 
B)  a mail survey sent out to high school students 
C)  interviews of sales people in stores catering to teens 
D)  focus group interviews with teens

Question 11

When might market researchers employ the survey method?

Accepted Answer

A)  when it is necessary to obtain exact demographic information 
B)  when it is not necessary to establish contact or involvement with the respondent 
C)  when it is more cost-effective than secondary data collection 
D)  when it is coupled with observation to create a "complete" research technique

Question 12

What is interpretative research?

Accepted Answer

The answer of What is interpretative research?...

Question 13

What are the two types of nonprobability samples?

Accepted Answer

A)  convenience and quota samples 
B)  cluster and convenience samples 
C)  stratified and convenience samples 
D)  random and cluster samples

Question 14

Overall, what is the ideal method for obtaining primary data about consumers?

Accepted Answer

A)  telephone interviews 
B)  focus groups 
C)  videotaping behaviour over an extended period of time 
D)  personal interviews conducted face-to-face

Question 15

Phil is using data collected and published by a trade association in his marketing research study.What kind of data is Phil using?

Accepted Answer

A)  secondary data 
B)  primary data 
C)  soft data 
D)  hard data

Question 16

When Pantry Food Corporation wanted to taste test a new Tabasco-flavoured sour cream, they selected a number of Canadian cities as test sites and then randomly selected grocery stores within those cities as trial vendors.This is a good example of quota sampling.

Accepted Answer

A) True 
 B)False

Question 17

The Internet has simplified the market research process with respect to secondary data collection.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following should NOT be utilized as short-run sales forecasting technique?

Accepted Answer

A)  the survey of buyer intentions 
B)  the Delphi technique 
C)  the jury of executive opinion 
D)  the sales force composite

Question 19

Videotaping consumers in action, such as using a manufacturer's toothpaste, is gaining acceptance as an observational research technique.

Accepted Answer

A) True 
 B)False

Question 20

Test-marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

Accepted Answer

A) True 
 B)False

Exam 7: Marketing Research, Decision Support Systems, and Sales Forecasting

What kind of data is information collected for the first time, specifically for a marketing research study?

What is test-marketing? What are some challenges when test-marketing new products?

A well-constructed Marketing Information System (MIS) serves as a company's nerve centre, continually monitoring the market environment-both inside and outside the organization-and providing instantaneous information.

Telephone interviews are fast, cheap, and have a high rate of response.

The size and organizational form of the marketing research function is usually independent of the structure of the company.

A marketing research organization that regularly provides a standardized set of data to its customers is called a full-service research supplier.

What is a major benefit of test-markets as a quantitative forecasting method?

If the United Nations were to bring experts together to discuss the impact of technological change on less-developed countries, it could use the Delphi technique to forecast the magnitude of those changes.

Tarek is the owner of a construction company and uses a Marketing Information System to provide him with statistics reflecting the previous week's contracts.Why should Tarek use Marketing Decision Support System software?

Teenage Research Unlimited, a consumer-oriented marketing research firm, wishes to obtain data on the buying habits and shopping preferences of teenagers.What kind of research should it use?

When might market researchers employ the survey method?

What is interpretative research?

What are the two types of nonprobability samples?

Overall, what is the ideal method for obtaining primary data about consumers?

Phil is using data collected and published by a trade association in his marketing research study.What kind of data is Phil using?

When Pantry Food Corporation wanted to taste test a new Tabasco-flavoured sour cream, they selected a number of Canadian cities as test sites and then randomly selected grocery stores within those cities as trial vendors.This is a good example of quota sampling.

The Internet has simplified the market research process with respect to secondary data collection.

Which of the following should NOT be utilized as short-run sales forecasting technique?

Videotaping consumers in action, such as using a manufacturer's toothpaste, is gaining acceptance as an observational research technique.

Test-marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.