Question 1

Define secondary data and primary data,and list the advantages and disadvantages of the use of both in marketing research.

Accepted Answer

Secondary data are pieces of information...

Question 2

Leonard just bought his first bagel franchise.As part of the franchising agreement,Leonard receives a monthly report detailing the actions and results of other franchisees.Leonard can use this market research report to:

Accepted Answer

A)  provide a link between him and his environment.
B)  help him understand the needs of his customers.
C)  monitor the marketplace.
D)  decrease the uncertainty associated with decision making.
E)  all of these.

Question 3

_______________ confirms insights and provides a basis for taking a course of action.

Accepted Answer

A)  Primary data collection
B)  Qualitative data mining
C)  Exploratory research
D)  Conclusive research
E)  Statistical sourcing

Question 4

Company sales invoices,Census data,and trade association statistics are examples of:

Accepted Answer

A)  primary data.
B)  data mines.
C)  secondary data.
D)  tertiary data.
E)  exploratory data.

Question 5

Robert was extremely embarrassed.He was giving a presentation on the research findings to the senior executives of the company.The CEO of the company stopped him in the middle of the presentation and said,"This is not what I asked for or needed.This meeting is over.Reschedule the meeting when you're prepared." What do you suppose could have gone wrong,and what should Robert do?

Accepted Answer

There are two likely reasons for the CEO...

Question 6

In questionnaire design,a question such as,"Marketing is the best part of the business program,isn't it?" suffers from the problem of a question:

Accepted Answer

A)  that 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 7

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project,the other major question that needs to be addressed before starting the study is:

Accepted Answer

A)  How will the results be presented?
B)  Will observational research be considered intrusive?
C)  Is top management committed to the study?
D)  How will the questions be defined?
E)  Who will manage the research?

Question 8

Market research begins with:

Accepted Answer

A)  designing the research project.
B)  analyzing data.
C)  defining the objectives and research needs.
D)  presenting results.
E)  creating the data collection process.

Question 9

Writing good,clear survey questions is more difficult than it seems at first.What are the five types of question-writing errors discussed in the text?

Accepted Answer

The text lists five types of issues in q...

Question 10

Because conclusive research is often quantitative in nature,it offers a means to confirm ideas through:

Accepted Answer

A)  surveys or experiments.
B)  in-depth interviews.
C)  qualitative data.
D)  exploratory research.
E)  informal analysis.

Question 11

What is the difference between data and information?

Accepted Answer

Data are facts and n...

Question 12

Marketers often race too quickly into research studies to collect __________________ data because it is designed to address their specific questions,while _____________ data may exist that can sufficiently address the marketer's questions at a much lower cost.

Accepted Answer

A)  secondary; primary
B)  syndicated; primary
C)  structured; unstructured
D)  primary; unstructured
E)  primary; secondary

Question 13

When presenting the results of marketing research to a client,it is acceptable to omit some research data that contradicts the clients' expectations in order to improve the chances of being hired again.

Accepted Answer

A) True 
 B)False

Question 14

Social media monitoring,in-depth interviews,and focus groups are all ______________ research methods.

Accepted Answer

A)  conclusive
B)  data warehousing
C)  syndicated marketing
D)  exploratory
E)  structured

Question 15

The number of customers who discontinue their use of a service divided by the average number of total participants is called:

Accepted Answer

A)  churn.
B)  customer retention.
C)  customer lifetime value.
D)  cancellation cost.
E)  customer loyalty.

Question 16

Panel data is always secondary data.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is NOT an example of the guidelines provided by the American Marketing Association for conducting marketing research?

Accepted Answer

A)  Personal information about research participants should not be shared,except with a designated member of senior management.
B)  Selling or fundraising should not be conducted under the guise of conducting research.
C)  Researchers should not misrepresent or omit pertinent research data.
D)  Clients and suppliers should be treated fairly.
E)  All of these are research guidelines provided by the American Marketing Association.

Question 18

The text lists a number of major syndicated data services including ACNielsen and J.D.Power and Associates.Obviously,these firms provide value to marketers or they would go out of business.What advantages do syndicated data services provide relative to marketers conducting primary research to address their research needs? What are the disadvantages associated with using syndicated data services?
The first advantage is syndicated data already exists and can be accessed quickly.Second,since syndicated services sell information to a number of client companies,the cost of syndicated data is likely to be less than the cost of primary research.The disadvantages are the data might not adequately address the researcher's needs,it might not be timely,and the methodology might not be relevant and might contain bias.

Accepted Answer

The first advantage is syndicated data a...

Question 19

Political consultants have been using market research for decades to help their candidates understand:

Accepted Answer

A)  who makes up the voting public and how to reach them.
B)  what ethical lapses they can get away with.
C)  which consumers spend the most money.
D)  how large their campaign signs should be.
E)  how to buy the votes they need.

Question 20

The objectives of a research project define 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.

Exam 9: Marketing Research

_______________ confirms insights and provides a basis for taking a course of action.

Correct Answer
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Correct Answer
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The first advantage is syndicated data a...
View Answer

Social media monitoring,in-depth interviews,and focus groups are all ______________ research methods.

Correct Answer
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Market research begins with:

Correct Answer
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What is the difference between data and information?

Correct Answer
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Data are facts and n...
View Answer

Panel data is always secondary data.

Correct Answer
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Writing good,clear survey questions is more difficult than it seems at first.What are the five types of question-writing errors discussed in the text?

Correct Answer
verified
The text lists five types of issues in q...
View Answer

Because conclusive research is often quantitative in nature,it offers a means to confirm ideas through:

Correct Answer
verified

Marketers often race too quickly into research studies to collect ______ data because it is designed to address their specific questions,while _ data may exist that can sufficiently address the marketer's questions at a much lower cost.

Correct Answer
verified

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project,the other major question that needs to be addressed before starting the study is:

Correct Answer
verified

When presenting the results of marketing research to a client,it is acceptable to omit some research data that contradicts the clients' expectations in order to improve the chances of being hired again.

Correct Answer
verified

In questionnaire design,a question such as,"Marketing is the best part of the business program,isn't it?" suffers from the problem of a question:

Correct Answer
verified

Define secondary data and primary data,and list the advantages and disadvantages of the use of both in marketing research.

Correct Answer
verified
Secondary data are pieces of information...
View Answer

The objectives of a research project define the type of data needed and:

Correct Answer
verified

Correct Answer
verified
There are two likely reasons for the CEO...
View Answer

The number of customers who discontinue their use of a service divided by the average number of total participants is called:

Correct Answer
verified

Leonard just bought his first bagel franchise.As part of the franchising agreement,Leonard receives a monthly report detailing the actions and results of other franchisees.Leonard can use this market research report to:

Correct Answer
verified

Political consultants have been using market research for decades to help their candidates understand:

Correct Answer
verified

Which of the following statements is NOT an example of the guidelines provided by the American Marketing Association for conducting marketing research?

Correct Answer
verified

Company sales invoices,Census data,and trade association statistics are examples of:

Correct Answer
verified

Exam 9: Marketing Research

_______________ confirms insights and provides a basis for taking a course of action.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe first advantage is syndicated data a...View AnswerShow Answer

Social media monitoring,in-depth interviews,and focus groups are all ______________ research methods.

Correct AnswerverifiedShow Answer

Market research begins with:

Correct AnswerverifiedShow Answer

What is the difference between data and information?

Correct AnswerverifiedData are facts and n...View AnswerShow Answer

Panel data is always secondary data.

Correct AnswerverifiedShow Answer

Writing good,clear survey questions is more difficult than it seems at first.What are the five types of question-writing errors discussed in the text?

Correct AnswerverifiedThe text lists five types of issues in q...View AnswerShow Answer

Because conclusive research is often quantitative in nature,it offers a means to confirm ideas through:

Correct AnswerverifiedShow Answer

Marketers often race too quickly into research studies to collect __________________ data because it is designed to address their specific questions,while _____________ data may exist that can sufficiently address the marketer's questions at a much lower cost.

Correct AnswerverifiedShow Answer

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project,the other major question that needs to be addressed before starting the study is:

Correct AnswerverifiedShow Answer

When presenting the results of marketing research to a client,it is acceptable to omit some research data that contradicts the clients' expectations in order to improve the chances of being hired again.

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as,"Marketing is the best part of the business program,isn't it?" suffers from the problem of a question:

Correct AnswerverifiedShow Answer

Define secondary data and primary data,and list the advantages and disadvantages of the use of both in marketing research.

Correct AnswerverifiedSecondary data are pieces of information...View AnswerShow Answer

The objectives of a research project define the type of data needed and:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThere are two likely reasons for the CEO...View AnswerShow Answer

The number of customers who discontinue their use of a service divided by the average number of total participants is called:

Correct AnswerverifiedShow Answer

Leonard just bought his first bagel franchise.As part of the franchising agreement,Leonard receives a monthly report detailing the actions and results of other franchisees.Leonard can use this market research report to:

Correct AnswerverifiedShow Answer

Political consultants have been using market research for decades to help their candidates understand:

Correct AnswerverifiedShow Answer

Which of the following statements is NOT an example of the guidelines provided by the American Marketing Association for conducting marketing research?

Correct AnswerverifiedShow Answer

Company sales invoices,Census data,and trade association statistics are examples of:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The first advantage is syndicated data a...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Data are facts and n...
View Answer

Correct Answer
verified

Correct Answer
verified
The text lists five types of issues in q...
View Answer

Correct Answer
verified

Marketers often race too quickly into research studies to collect ______ data because it is designed to address their specific questions,while _ data may exist that can sufficiently address the marketer's questions at a much lower cost.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Secondary data are pieces of information...
View Answer

Correct Answer
verified

Correct Answer
verified
There are two likely reasons for the CEO...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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