Question 1

The nature of the problem should determine the type of marketing research conducted.Which one of the following is NOT a basic type of marketing research?

Accepted Answer

A) descriptive 
B) exploratory 
C) causal 
D) correlative

Question 2

Statistics Canada completes the census of Canada once every decade,which gives detailed information on Canadian households.This service provides:

Accepted Answer

A) primary data. 
B) non-probability sampling tools. 
C) internal secondary data. 
D) external secondary data.

Question 3

The stage in the marketing research process in which the marketing researcher must review the analysis and ask: "What does this information tell us?" is called:

Accepted Answer

A) Conclusions and Report stage 
B) Final stage 
C) Exit stage 
D) Questioning stage

Question 4

During the 2012 SuperBowl,there was a power black-out at the stadium that caused a thirty minute delay of the game.During this period,Nabisco,Tweeted the picture and comment: "You can still dunk in the dark" referring to dunking Oreo cookies in milk.This Tweet was then re-Tweeted and Favourited several thousand times.Which aspect of social media allowed Nabisco to measure the response to their Tweet?

Accepted Answer

A) social media offers infinite survey 
B) social media allows real-time responses and feedback 
C) social media has infinite panel 
D) social media reveals 'hidden' insights

Question 5

A catalogue retailer might determine that customers who purchased silver frames would also have a high probability of buying vintage hat pins.As a result,its sales representatives are instructed to offer a special price on hat pins when a customer places an order for a silver frame.This outcome is likely only possible because the retailer engaged in:

Accepted Answer

A) data mining 
B) information extraction 
C) variable analysis 
D) database management

Question 6

After defining the problem,the next step in the marketing research process is:

Accepted Answer

A) formal research design. 
B) evaluate the results. 
C) data analysis and collection. 
D) conclusion and report.

Question 7

"Why do you attend university?" is an example of which type of question?

Accepted Answer

A) Likert scale 
B) fixed alternative 
C) dichotomous 
D) open-ended

Question 8

What kind of questions are the following? "Place an X in the space that describes your feelings about this test."
Easy __ __ __ __ __ __ __ Difficult
Fair __ __ __ __ __ __ __ Unfair

Accepted Answer

A) Likert scale question 
B) semantic differential scale question 
C) dichotomous question 
D) open-ended question

Question 9

Once the research design has been formalized,the process of gathering or collecting data begins.At Pepsi,this may include going on a road trip called the 'Pepsi Taste Tour.' This activity is referred to as:

Accepted Answer

A) Data mining 
B) Environmental scanning 
C) Fieldwork 
D) Focus groups

Question 10

Marketing Works,a market research firm located in Anchorage,Alaska,specializes in providing marketing information to retail stores around the world.The employees at Marketing Works perform a variety of services for and provide a wide range of information to their clients.For example,they collect data on consumer demographics,purchase behaviour,lifestyle,and responses to sales promotions.Finally,the Marketing Works employees analyze,interpret,and interrelate the data they have collected and provide retailers with market-related information.Marketing Works is an example of a firm that offers:

Accepted Answer

A) single source data. 
B) informational data services. 
C) technological data services. 
D) outsource data services.

Question 11

Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off Blue Book price for any four-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any four-wheel-drive vehicle at Blue Book price.The offer was what is called the experimental independent variable.Whether it was cold or rained when any of the commercials ran is an extraneous independent variable.How many people responded to each type of offer is called the ___,and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

Accepted Answer

A) marketing variable 
B) dependent variable 
C) market potential variable 
D) observational variable

Question 12

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA)have certain rights.These rights have been developed into what is called the Charter of Respondent Rights.All of the following are rights to the respondent except:

Accepted Answer

A) you will not be sold anything or asked for money. 
B) you are entitled to know the approximate duration of the interview. 
C) you will be paid for your time if the interviewer goes past the approximate interview duration. 
D) you will always be told the first name of the person contacting you.

Question 13

Marketing research attempts to identify and define both marketing _____ and _______.

Accepted Answer

A) weaknesses; threats 
B) strategies; programs 
C) problems; opportunities 
D) segments; target markets

Question 14

Magazines,radio stations,and television stations almost always do ___________ research to identify the characteristics of audiences.

Accepted Answer

A) primary 
B) causal 
C) descriptive 
D) exploratory

Question 15

Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30.The retailer used its information system to determine if the average floor space for Torrid should be 2,500 square feet or 1,900 square feet.This would be an example of a(n)_____ analysis.

Accepted Answer

A) 80/20 
B) break-even 
C) sensitivity 
D) situational

Question 16

The retail mall owner told the marketing researcher,"We have the option of staying open late twice a week,or opening up an hour early every day.We need to know which will be most profitable since we cannot do both.The decision must be made in 11 weeks,and we only have $10,000 budgeted for this research project." In which stage of the marketing research process would this statement have been made?

Accepted Answer

A) Define the problem. 
B) Formal Research design. 
C) Data collection and analysis. 
D) Conclusions and report.

Question 17

All of the following are unique ways market researchers are using social media,except:

Accepted Answer

A) data mining for trend identification 
B) uncover and test new ideas 
C) conduct primary research 
D) customer relationship marketing analytics

Question 18

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

Accepted Answer

A) Likert scale 
B) fixed alternative 
C) dichotomous 
D) open-ended

Question 19

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line.All of the following can be a source for this type of marketing information EXCEPT:

Accepted Answer

A) observation. 
B) mail questionnaire. 
C) in-store interview. 
D) telephone survey.

Question 20

The data accumulated by a public safety officer who measures the speed of all the cars that pass a given point is referred to as _______ data.

Accepted Answer

A) questionnaire 
B) observational 
C) hypothetical 
D) problematical

Exam 8: Marketing Research: From Information to Action

The nature of the problem should determine the type of marketing research conducted.Which one of the following is NOT a basic type of marketing research?

Statistics Canada completes the census of Canada once every decade,which gives detailed information on Canadian households.This service provides:

The stage in the marketing research process in which the marketing researcher must review the analysis and ask: "What does this information tell us?" is called:

After defining the problem,the next step in the marketing research process is:

"Why do you attend university?" is an example of which type of question?

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy Difficult Fair Unfair

Once the research design has been formalized,the process of gathering or collecting data begins.At Pepsi,this may include going on a road trip called the 'Pepsi Taste Tour.' This activity is referred to as:

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights.These rights have been developed into what is called the Charter of Respondent Rights.All of the following are rights to the respondent except:

Marketing research attempts to identify and define both marketing _ and ___.

Magazines,radio stations,and television stations almost always do ___________ research to identify the characteristics of audiences.

All of the following are unique ways market researchers are using social media,except:

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line.All of the following can be a source for this type of marketing information EXCEPT:

The data accumulated by a public safety officer who measures the speed of all the cars that pass a given point is referred to as _______ data.

Exam 8: Marketing Research: From Information to Action

The nature of the problem should determine the type of marketing research conducted.Which one of the following is NOT a basic type of marketing research?

Statistics Canada completes the census of Canada once every decade,which gives detailed information on Canadian households.This service provides:

The stage in the marketing research process in which the marketing researcher must review the analysis and ask: "What does this information tell us?" is called:

After defining the problem,the next step in the marketing research process is:

"Why do you attend university?" is an example of which type of question?

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy __ __ __ __ __ __ __ Difficult Fair __ __ __ __ __ __ __ Unfair

Once the research design has been formalized,the process of gathering or collecting data begins.At Pepsi,this may include going on a road trip called the 'Pepsi Taste Tour.' This activity is referred to as:

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights.These rights have been developed into what is called the Charter of Respondent Rights.All of the following are rights to the respondent except:

Marketing research attempts to identify and define both marketing _____ and _______.

Magazines,radio stations,and television stations almost always do ___________ research to identify the characteristics of audiences.

All of the following are unique ways market researchers are using social media,except:

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line.All of the following can be a source for this type of marketing information EXCEPT:

The data accumulated by a public safety officer who measures the speed of all the cars that pass a given point is referred to as _______ data.

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy Difficult Fair Unfair

Marketing research attempts to identify and define both marketing _ and ___.