Question 1

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

Accepted Answer

A)  understand psychographic motivations.
B)  create marketing mixes based on consumer self-values.
C)  customize marketing programs for different demographic segments.
D)  determine which syndicated data warehouse services to purchase.
E)  find out which competitors its customers purchase from.

Question 2

Katrine's office supply store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Katrine could use

Accepted Answer

A)  door-to-door surveys.
B)  focus group interviews.
C)  observation.
D)  sales invoices.
E)  census data.

Question 3

Shondra and Jason are working on a research project to anticipate customer attitudes toward a proposed product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to

Accepted Answer

A)  develop a budget.
B)  begin to collect data.
C)  summarize their preliminary conclusions to present to managers.
D)  begin recommending changes to the new product line.
E)  analyze the data.

Question 4

The CEO of a hunting store in Wisconsin approaches the marketing director, explaining that the store is considering expanding into Minnesota. The CEO asks the marketing director to design a research project to collect demographic data about Minnesota residents by county and zip code. What is an inexpensive option for collecting this data?

Accepted Answer

This information is already known and is...

Question 5

What is the major advantage of primary data collection, compared to the use of secondary data?

Accepted Answer

It can be tailored to fit the ...

Question 6

A major disadvantage of primary data collection is

Accepted Answer

A)  it can be accessed only through syndicated databases or unstructured data mines.
B)  it cannot be tailored to meet specific research needs.
C)  it requires more sophisticated training and experience to design the study and collect data.
D)  it is too general to meet researcher's and manager's needs.
E)  it does not offer behavioral insights that can be obtained from secondary data.

Question 7

The marketing research process follows five steps, and researchers

Accepted Answer

A)  may not always go through them in the exact sequence if the situation changes or new information is discovered.
B)  should maintain the integrity of the process by following each step sequentially and thoroughly.
C)  often collect data before defining the research objectives.
D)  should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
E)  may follow the process by completing all steps at once instead of planning the process first.

Question 8

In a focus group, researchers usually videotape or audiotape the session in order to

Accepted Answer

A)  evaluate the potential for in-depth interviews.
B)  catch any patterns of verbal or nonverbal responses.
C)  post the videos on the corporate website.
D)  avoid asking repetitive questions.
E)  create survey instruments to send to the participants.

Question 9

A typical focus group has ________ members.

Accepted Answer

A)  2 to 4
B)  4 to 6
C)  6 to 8
D)  8 to 12
E)  12 to 15

Question 10

In questionnaire design, a question such as "Accounting is the best part of the business program, isn't it?"

Accepted Answer

A)  is a question that respondents cannot easily or accurately answer.
B)  is a question that respondents are reluctant to answer because the information is sensitive.
C)  leads respondents to a particular response.
D)  asks two questions at once.
E)  is complex and something respondents may be unfamiliar with.

Question 11

What research method would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

Accepted Answer

A)  focus groups
B)  surveys
C)  social media monitoring
D)  primary data mining
E)  in-depth interviews

Question 12

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

Accepted Answer

A) True 
 B)False

Question 13

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

Accepted Answer

A)  quantitative research.
B)  data warehousing.
C)  syndicated marketing surveys.
D)  qualitative research.
E)  research design.

Question 14

When conducting a survey about choosing vacation destinations, Heidi will need to ________ in order to get reluctant respondents to provide honest information.

Accepted Answer

A)  choose only highly verbal consumers
B)  assure consumers that responses are confidential
C)  use only focus group interviews
D)  ask unstructured questions
E)  create an efficient data warehouse

Question 15

Which type of data would be the best choice for Burger King fast-food restaurants if the headquarters wants to know how many french fries versus packages of apple slices it has sold in past years?

Accepted Answer

A)  internal secondary data
B)  external secondary data
C)  survey responses
D)  focus group data
E)  primary data

Question 16

Which statement best describes secondary data?

Accepted Answer

A)  Secondary data may not be precisely relevant to the research needs.
B)  Secondary data are those data collected to address specific research needs.
C)  Secondary data collection is always extremely time-consuming and expensive.
D)  Secondary data will always meet the researchers' needs.
E)  Secondary data include only qualitative research.

Question 17

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Accepted Answer

A) True 
 B)False

Question 18

During the research process, participants were asked a series of four unstructured questions. It would be appropriate for participants to answer "yes" or "no" to these questions.

Accepted Answer

A) True 
 B)False

Question 19

What is an example of an unstructured question?

Accepted Answer

A)  "Would you buy this product (Yes\No) ?"
B)  "Would you buy this product (A. definitely, B. maybe, C. definitely not) ?"
C)  "What would convince you to buy this product (A. lower price, B. larger packaging, C. better taste) ?"
D)  "Please rate the attributes of this product that are important to you (rate 1-5, with 1 being most important and 5 being least important) ."
E)  "Why did you buy this product?"

Question 20

McDonald's introduced a Favorites Under 400 Calorie Menu to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand if consumer perceptions are improving. This would be an example of

Accepted Answer

A)  quantitative research.
B)  an online focus group.
C)  sentiment mining.
D)  neuromarketing.
E)  an experiment.

Exam 10: Marketing Research

In questionnaire design, a question such as "Accounting is the best part of the business program, isn't it?"

Correct Answer
verified

Katrine's office supply store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Katrine could use

Correct Answer
verified

When conducting a survey about choosing vacation destinations, Heidi will need to ________ in order to get reluctant respondents to provide honest information.

Correct Answer
verified

What is an example of an unstructured question?

Correct Answer
verified

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

Correct Answer
verified

What is the major advantage of primary data collection, compared to the use of secondary data?

Correct Answer
verified
It can be tailored to fit the ...
View Answer

What research method would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

Correct Answer
verified

In a focus group, researchers usually videotape or audiotape the session in order to

Correct Answer
verified

Correct Answer
verified
This information is already known and is...
View Answer

Which type of data would be the best choice for Burger King fast-food restaurants if the headquarters wants to know how many french fries versus packages of apple slices it has sold in past years?

Correct Answer
verified

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

Correct Answer
verified

A major disadvantage of primary data collection is

Correct Answer
verified

Correct Answer
verified

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

Correct Answer
verified

During the research process, participants were asked a series of four unstructured questions. It would be appropriate for participants to answer "yes" or "no" to these questions.

Correct Answer
verified

The marketing research process follows five steps, and researchers

Correct Answer
verified

Correct Answer
verified

A typical focus group has ________ members.

Correct Answer
verified

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Correct Answer
verified

Which statement best describes secondary data?

Correct Answer
verified

Exam 10: Marketing Research

In questionnaire design, a question such as "Accounting is the best part of the business program, isn't it?"

Correct AnswerverifiedShow Answer

Katrine's office supply store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Katrine could use

Correct AnswerverifiedShow Answer

When conducting a survey about choosing vacation destinations, Heidi will need to ________ in order to get reluctant respondents to provide honest information.

Correct AnswerverifiedShow Answer

What is an example of an unstructured question?

Correct AnswerverifiedShow Answer

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

Correct AnswerverifiedShow Answer

What is the major advantage of primary data collection, compared to the use of secondary data?

Correct AnswerverifiedIt can be tailored to fit the ...View AnswerShow Answer

What research method would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

Correct AnswerverifiedShow Answer

In a focus group, researchers usually videotape or audiotape the session in order to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThis information is already known and is...View AnswerShow Answer

Which type of data would be the best choice for Burger King fast-food restaurants if the headquarters wants to know how many french fries versus packages of apple slices it has sold in past years?

Correct AnswerverifiedShow Answer

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

Correct AnswerverifiedShow Answer

A major disadvantage of primary data collection is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

Correct AnswerverifiedShow Answer

During the research process, participants were asked a series of four unstructured questions. It would be appropriate for participants to answer "yes" or "no" to these questions.

Correct AnswerverifiedShow Answer

The marketing research process follows five steps, and researchers

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A typical focus group has ________ members.

Correct AnswerverifiedShow Answer

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Correct AnswerverifiedShow Answer

Which statement best describes secondary data?

Correct AnswerverifiedShow Answer

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Correct Answer
verified
It can be tailored to fit the ...
View Answer

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verified

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verified
This information is already known and is...
View Answer

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