Question 1

When is marketing research MOST likely to be contracted to an outside firm?

Accepted Answer

A)  when the problem is well defined and clearly understood by the hiring company 
B)  when the project is being led by in-house personnel with marketing degrees 
C)  when the outside provider has the ability to do the work for a lower cost 
D)  when the outside provider has the latest technology

Question 2

What technique uses mail-in questionnaires, online feedback, telephone polls, and personal interviews with people representative of present and potential customers?

Accepted Answer

A)  market tests 
B)  quantitative forecasting techniques 
C)  survey of buyer intentions 
D)  the Deming model

Question 3

An organization that provides a standardized set of data to its customers can be considered a type of limited-service research supplier.

Accepted Answer

A) True 
 B)False

Question 4

A quota sample is a probability sample that is divided so that different segments or groups are represented in the total sample.

Accepted Answer

A) True 
 B)False

Question 5

Advances in computer technology have broadened the base of data collection for marketing research.

Accepted Answer

A) True 
 B)False

Question 6

Interpretive research is useful in interpreting consumer behaviour in foreign cultures.

Accepted Answer

A) True 
 B)False

Question 7

Industry Canada's mandate is to help Canadians and Canadian companies to grow in the competitive knowledge-based Canadian economy.

Accepted Answer

A) True 
 B)False

Question 8

Gavin wanted to be sure that when he took a sample of a community he wanted to do research in, every member of the population had a chance of being selected.To be sure of this, Gavin must have taken a probability sample.

Accepted Answer

A) True 
 B)False

Question 9

What is the total group of people that a researcher wants to study called?

Accepted Answer

A)  population or universe 
B)  sample or unit 
C)  quota or target 
D)  cluster or group

Question 10

What kind of probability sample is constructed so that randomly selected subsamples of different groups are represented in the total sample?

Accepted Answer

A)  a stratified sample 
B)  a convenience sample 
C)  a quota sample 
D)  a cluster sample

Question 11

Which of the following best describes primary data?

Accepted Answer

A)  It is collected for the first time specifically for a marketing research study. 
B)  It takes less time to acquire and is less costly than secondary data. 
C)  Its newly published results consist of government investigations. 
D)  It is part of a strategic planning activity to ensure proper resource allocation.

Question 12

Keith is working on a computerized search through one of his company's massive data files.The purpose of the search is to try to detect patterns in product sales.What is Keith engaged in?

Accepted Answer

A)  data forecasting 
B)  marketing decision support systems 
C)  data mining 
D)  sales forecasting

Question 13

What is exploratory research?

Accepted Answer

The answer of What is exploratory research?...

Question 14

Long-run sales forecasts cover periods in excess of five years.

Accepted Answer

A) True 
 B)False

Question 15

Salespeople recognize the role of sales forecasts in determining the sales quotas for their territories, so they are likely to make slightly exaggerated estimates.

Accepted Answer

A) True 
 B)False

Question 16

Though many firms focus their marketing research on tracking the satisfaction levels of current customers, some have gained valuable insights by examining the dissatisfaction that leads customers to abandon products for those offered by competitors.

Accepted Answer

A) True 
 B)False

Question 17

Why is sampling one of the MOST important aspects of research design?

Accepted Answer

A)  If a study fails to involve consumers who accurately reflect the target market, the research will likely yield misleading conclusions. 
B)  If a study includes a large enough number of people, it will be accurate; determining that number is the hard part. 
C)  If a study uses a sampling method that has never been tried before, the sampling method will have to be defended in depth before the conclusions can be used. 
D)  If a study doesn't say what people think it's going to say, it will have to be redone.

Question 18

It would be inappropriate in exploratory research for a manufacturer to talk to its wholesalers, retailers, and ultimate users of its product to obtain data relevant to discovering the cause of a problem because they are likely to show bias.

Accepted Answer

A) True 
 B)False

Question 19

What is a common barrier for Canadian companies doing research outside Canada?

Accepted Answer

A)  language and cultural issues 
B)  lack of an effective research plan and a means of carrying it out 
C)  lack of skilled personnel and high-tech hardware 
D)  the economics of getting the research job done

Question 20

Competitive intelligence is essentially the same thing as business intelligence.

Accepted Answer

A) True 
 B)False

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

When is marketing research MOST likely to be contracted to an outside firm?

What technique uses mail-in questionnaires, online feedback, telephone polls, and personal interviews with people representative of present and potential customers?

An organization that provides a standardized set of data to its customers can be considered a type of limited-service research supplier.

A quota sample is a probability sample that is divided so that different segments or groups are represented in the total sample.

Advances in computer technology have broadened the base of data collection for marketing research.

Interpretive research is useful in interpreting consumer behaviour in foreign cultures.

Industry Canada's mandate is to help Canadians and Canadian companies to grow in the competitive knowledge-based Canadian economy.

Gavin wanted to be sure that when he took a sample of a community he wanted to do research in, every member of the population had a chance of being selected.To be sure of this, Gavin must have taken a probability sample.

What is the total group of people that a researcher wants to study called?

What kind of probability sample is constructed so that randomly selected subsamples of different groups are represented in the total sample?

Which of the following best describes primary data?

Keith is working on a computerized search through one of his company's massive data files.The purpose of the search is to try to detect patterns in product sales.What is Keith engaged in?

What is exploratory research?

Long-run sales forecasts cover periods in excess of five years.

Salespeople recognize the role of sales forecasts in determining the sales quotas for their territories, so they are likely to make slightly exaggerated estimates.

Though many firms focus their marketing research on tracking the satisfaction levels of current customers, some have gained valuable insights by examining the dissatisfaction that leads customers to abandon products for those offered by competitors.

Why is sampling one of the MOST important aspects of research design?

It would be inappropriate in exploratory research for a manufacturer to talk to its wholesalers, retailers, and ultimate users of its product to obtain data relevant to discovering the cause of a problem because they are likely to show bias.

What is a common barrier for Canadian companies doing research outside Canada?

Competitive intelligence is essentially the same thing as business intelligence.