Question 1

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

Accepted Answer

A) fewer people are willing to participate. 
B) primary data are so much cheaper and easier to gather. 
C) survey data collection is highly inaccurate. 
D) survey data do not provide in-depth responses. 
E) the survey method has been replaced by the Internet.

Question 2

Data that are observed or collected directly from respondents are called

Accepted Answer

A) direct samples. 
B) secondary data. 
C) stratified data. 
D) primary data. 
E) firsthand information.

Question 3

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.

Accepted Answer

A) descriptive 
B) experimental 
C) exploratory 
D) analytical statistical 
E) conclusive

Question 4

​Because of a variety of cultural, geographic, regulatory and social issues, international marketing can pose unique challenges for the marketer. Many of these challenges can be mitigated by an effective international-oriented marketing research effort.International marketing research can help a company____________________.

Accepted Answer

A) guarantee the success of their marketing strategies.​ 
B) avoid product formulation errors. 
C) improve a company's labor relations in foreign markets. 
D) develop the most effective logistics systems. 
E) eliminate product manufacturing inefficiencies.

Question 5

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

Accepted Answer

A) True 
 B)False

Question 6

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 7

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Accepted Answer

A) Quota 
B) Stratified 
C) Nonprobability 
D) Cluster 
E) Snowball

Question 8

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Accepted Answer

A) Observation uses secondary sources of data. 
B) Observation depends on mall interviews. 
C) Observation can tell Nathan what is being done, but not why. 
D) Observation focuses on open-ended questions. 
E) Observation works best for telephone surveys.

Question 9

The in-home (door-to-door) interview is an example of a focus-group interview.

Accepted Answer

A) True 
 B)False

Question 10

Marketing research is best defined as

Accepted Answer

A) the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities. 
B) a framework for the day-to-day management and structuring of information gathered by marketers. 
C) a continuous gathering of data for an organization, the systematic design, collection, to make marketing decisions take advantage of market opportunities. 
D) the collecting of data from secondary sources and internal documents. 
E) an intuitive process for making decisions based on personal knowledge and experience to take advantage of market opportunities.

Question 11

The first step in launching a research study is problem or issue definition. The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

Accepted Answer

A) True 
 B)False

Question 12

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

Accepted Answer

A) a shopping mall 
B) the respondent's home 
C) the interviewer's home 
D) the company's offices 
E) a city park

Question 13

In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Accepted Answer

A) population 
B) random 
C) stratified 
D) probability 
E) nonprobability

Question 14

The final step in the marketing research process is to assess the ethicality of the data collection phase.

Accepted Answer

A) True 
 B)False

Question 15

Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then stored. If these data are used again in a future research study, they will be considered primary data.

Accepted Answer

A) True 
 B)False

Question 16

Scenario 5.1 Use the following to answer the questions.Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
-Refer to Scenario 5.1. Kashi's testing of the Crunchy Wheat promotion is an example of

Accepted Answer

A) the collection of secondary data used in a descriptive study 
B) information feedback used in an exploratory study. 
C) the collection of secondary data used in an exploratory study. 
D) the collection of primary data used in a descriptive study. 
E) the defining and locating problems through an observational technique.

Question 17

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

Accepted Answer

A) True 
 B)False

Question 18

In marketing research, a sample is best described as

Accepted Answer

A) a small group that is a part of a larger group. 
B) all the elements, units, or individuals of interest to researchers for a specific study. 
C) a limited number of units chosen to represent the characteristics of a total population. 
D) a group that shares a common attribute within a population. 
E) a small portion of a product offered to customers to try a new product.

Question 19

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

Accepted Answer

A) Descriptions 
B) Issues 
C) Primary data 
D) Samples 
E) Hypotheses

Question 20

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

Accepted Answer

A) focus groups. 
B) mail surveys. 
C) personal interviews. 
D) observation. 
E) mall intercepts.

Exam 5: Marketing Research and Information Systems

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

Data that are observed or collected directly from respondents are called

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

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

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

The in-home (door-to-door) interview is an example of a focus-group interview.

Marketing research is best defined as

The first step in launching a research study is problem or issue definition. The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

The final step in the marketing research process is to assess the ethicality of the data collection phase.

Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then stored. If these data are used again in a future research study, they will be considered primary data.

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

In marketing research, a sample is best described as

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through