Question 1

The CEO of a bank in Montana approaches the marketing director,explaining that the bank is considering expanding into Wyoming.The CEO asks the marketing director to design a research project to collect data to answer the question,"What percentage of Wyoming residents have an income greater than $100,000?" What is the problem with this research objective?

Accepted Answer

This information is already kn...

Question 2

Define qualitative research and list two examples of qualitative data collection techniques.

Accepted Answer

Qualitative research attempts to begin t...

Question 3

How might Dell Computer use sentiment analysis to identify ways to improve its customer service?

Accepted Answer

By collecting social media posts related...

Question 4

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

Accepted Answer

A) True 
 B)False

Question 5

During the research design step of the marketing research process,researchers identify the type of data needed and

Accepted Answer

A)   the statistical software to be used.
B)   the dates when data will be collected.
C)   the forum in which the data will be presented.
D)   the identities of research participants in the project.
E)   the type of research necessary to collect the data.

Question 6

With a huge influx of Hispanic consumers into his marketplace,Bill Deal,owner of Columbia Ford Motor Dealership,wants to know if Hispanic consumers make car purchase decisions differently from his other customers.Assuming that the information does not already exist,which primary data collection method would you recommend and why?

Accepted Answer

Answers will vary.Students could most ea...

Question 7

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software in order to identify visitors captured by security cameras,this would be an example of using

Accepted Answer

A)   external secondary data.
B)   biometric data.
C)   social media monitoring.
D)   illegal surveillance methods.
E)   sentiment mining.

Question 8

Fingerprints are an example of biometric data.

Accepted Answer

A) True 
 B)False

Question 9

Jalel is the marketing manager for moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jalel will most likely use __________ to gather this type of data.

Accepted Answer

A)   focus groups
B)   observation
C)   syndicated data
D)   sales invoices
E)   census data

Question 10

When a research team has gathered data for specific research needs,this is known as

Accepted Answer

A)   primary data.
B)   data mining.
C)   secondary data.
D)   data recovery.
E)   data modeling.

Question 11

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

Accepted Answer

A)   The layout should be professional and easy to follow.
B)   Questions should only address one issue at a time.
C)   Questions should be sequenced appropriately.
D)   Questions should use vocabulary respondents are familiar with.
E)   Sensitive questions should be asked first.

Question 12

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Accepted Answer

Students will probably have a good pictu...

Question 13

Supermarkets collect information about individual customers through their use of loyalty cards,and then analyze the data to look for patterns in purchases.This is an example of

Accepted Answer

A)   data mining.
B)   data recovery.
C)   data entry.
D)   data analysis.
E)   data modeling.

Question 14

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate reorders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover

Accepted Answer

A)   the impact of income tax laws.
B)   patterns of consumers' purchasing behavior.
C)   the relationship between primary and secondary data.
D)   new ideas for human resources management.
E)   competitors' pricing strategies.

Question 15

In questionnaire design,a question such as,"Do you like Wendy's hamburgers and fries?" suffers from the problem of a question

Accepted Answer

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

Question 16

Benefit-cost analysis in market research weighs

Accepted Answer

A)   the benefits of answering questions against the cost of the research.
B)   the benefit of qualitative research against the cost of quantitative research.
C)   the benefit of primary data research against the cost of secondary data research.
D)   the benefit of a data warehouse against the cost of syndicated data.
E)   the benefit of internal secondary data against the cost of external secondary data.

Question 17

In the marketing research process,data collection happens after research design.

Accepted Answer

A) True 
 B)False

Question 18

Marketing research includes all of the following EXCEPT

Accepted Answer

A)   collecting data.
B)   creating data.
C)   recording data.
D)   interpreting data.
E)   analyzing data.

Question 19

Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens.He could use __________ to allow respondents to answer in their own words.

Accepted Answer

A)   secondary data
B)   an observational study
C)   an experiment
D)   a structured questionnaire
E)   a survey with open-ended questions

Question 20

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be

Accepted Answer

A)   door-to-door surveys.
B)   focus group interviews.
C)   syndicated data.
D)   sales invoices at public libraries.
E)   U.S.Census data.

Exam 10: Marketing Research

Correct Answer
verified
Answers will vary.Students could most ea...
View Answer

How might Dell Computer use sentiment analysis to identify ways to improve its customer service?

Correct Answer
verified
By collecting social media posts related...
View Answer

In the marketing research process,data collection happens after research design.

Correct Answer
verified

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be

Correct Answer
verified

Supermarkets collect information about individual customers through their use of loyalty cards,and then analyze the data to look for patterns in purchases.This is an example of

Correct Answer
verified

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

Correct Answer
verified

Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens.He could use __________ to allow respondents to answer in their own words.

Correct Answer
verified

In questionnaire design,a question such as,"Do you like Wendy's hamburgers and fries?" suffers from the problem of a question

Correct Answer
verified

Correct Answer
verified
This information is already kn...
View Answer

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

Correct Answer
verified

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software in order to identify visitors captured by security cameras,this would be an example of using

Correct Answer
verified

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate reorders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover

Correct Answer
verified

Marketing research includes all of the following EXCEPT

Correct Answer
verified

During the research design step of the marketing research process,researchers identify the type of data needed and

Correct Answer
verified

Jalel is the marketing manager for moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jalel will most likely use __________ to gather this type of data.

Correct Answer
verified

Fingerprints are an example of biometric data.

Correct Answer
verified

When a research team has gathered data for specific research needs,this is known as

Correct Answer
verified

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Correct Answer
verified
Students will probably have a good pictu...
View Answer

Define qualitative research and list two examples of qualitative data collection techniques.

Correct Answer
verified
Qualitative research attempts to begin t...
View Answer

Benefit-cost analysis in market research weighs

Correct Answer
verified

Exam 10: Marketing Research

Correct AnswerverifiedAnswers will vary.Students could most ea...View AnswerShow Answer

How might Dell Computer use sentiment analysis to identify ways to improve its customer service?

Correct AnswerverifiedBy collecting social media posts related...View AnswerShow Answer

In the marketing research process,data collection happens after research design.

Correct AnswerverifiedShow Answer

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be

Correct AnswerverifiedShow Answer

Supermarkets collect information about individual customers through their use of loyalty cards,and then analyze the data to look for patterns in purchases.This is an example of

Correct AnswerverifiedShow Answer

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

Correct AnswerverifiedShow Answer

Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens.He could use __________ to allow respondents to answer in their own words.

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as,"Do you like Wendy's hamburgers and fries?" suffers from the problem of a question

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThis information is already kn...View AnswerShow Answer

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

Correct AnswerverifiedShow Answer

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software in order to identify visitors captured by security cameras,this would be an example of using

Correct AnswerverifiedShow Answer

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate reorders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover

Correct AnswerverifiedShow Answer

Marketing research includes all of the following EXCEPT

Correct AnswerverifiedShow Answer

During the research design step of the marketing research process,researchers identify the type of data needed and

Correct AnswerverifiedShow Answer

Jalel is the marketing manager for moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jalel will most likely use __________ to gather this type of data.

Correct AnswerverifiedShow Answer

Fingerprints are an example of biometric data.

Correct AnswerverifiedShow Answer

When a research team has gathered data for specific research needs,this is known as

Correct AnswerverifiedShow Answer

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Correct AnswerverifiedStudents will probably have a good pictu...View AnswerShow Answer

Define qualitative research and list two examples of qualitative data collection techniques.

Correct AnswerverifiedQualitative research attempts to begin t...View AnswerShow Answer

Benefit-cost analysis in market research weighs

Correct AnswerverifiedShow Answer

Correct Answer
verified
Answers will vary.Students could most ea...
View Answer

Correct Answer
verified
By collecting social media posts related...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This information is already kn...
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Students will probably have a good pictu...
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Correct Answer
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Qualitative research attempts to begin t...
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Correct Answer
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