Question 1

Academic researchers often jump at the opportunity to conduct a research study,curious to learn more and address unanswered questions for the sake of general knowledge.Business people tend to be more cautious before embarking on a marketing research study,recognizing that research is often:

Accepted Answer

A)  beyond most managers' ability to comprehend.
B)  expensive and time consuming.
C)  an academic exercise of little real value.
D)  an impediment to decisive management.
E)  all of these.F) D) and E)
G) A) and C)

Question 2

Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The market research firm might conduct a(n) _________________ to provide the information Martin has requested.

Accepted Answer

A)  industry survey
B)  experiment
C)  focus group
D)  observational study
E)  primary data mining analysisF) A) and D)
G) C) and D)

Question 3

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.F) None of the above
G) D) and E)

Question 4

Using ________________,researchers ask questions,listen to and record responses,and ask additional questions based on initial responses.

Accepted Answer

A)  questionnaires
B)  experiments
C)  in-depth interviews
D)  primary data mining
E)  observationF) B) and E)
G) B) and D)

Question 5

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following research methods 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 interviewsF) B) and E)
G) A) and E)

Question 7

In questionnaire design,a question such as,"Do anti-lock braking systems reduce car accidents?" 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 one sided,presenting only one side of an issue.F) B) and E)
G) B) and C)

Question 8

Felicia is the new Southeastern U.S.sales representative for Cemex,a giant global cement company.Without spending much money,she would like to identify geographic areas with the largest potential growth in demand for her company's product.She will most likely use:

Accepted Answer

A)  census data.
B)  competitor's Web sites.
C)  NAICS codes.
D)  the Tourism and Hospitality Chamber of Commerce data.
E)  SEC filings.F) C) and D)
G) B) and E)

Question 9

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products.Tyree might consider using ___________________ to gather exploratory information from consumers about the competitor's offerings.

Accepted Answer

A)  industry surveys
B)  experiments
C)  focus groups
D)  observation
E)  primary data miningF) D) and E)
G) A) and E)

Question 10

Why would a researcher want to change the sequence of steps in the marketing research process?

Accepted Answer

Taking a nonlinear approach ma...

Question 11

Which of the following is a systematic means of collecting information from people using a questionnaire?

Accepted Answer

A)  Survey
B)  Experiment
C)  Scanner study
D)  In-depth interview
E)  Focus groupF) A) and D)
G) B) and C)

Question 12

In questionnaire design,a question such as,"When will the technology exist to allow humans to live on Mars?" suffers from the problem of a question:

Accepted Answer

A)  that is one-sided,presenting only one side of an issue.
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.F) C) and D)
G) A) and D)

Question 13

Which of the following types of data would be the best choice for a fast food restaurant wanting to know how many hamburgers versus chicken sandwiches it has sold in past years?

Accepted Answer

A)  Internal secondary data
B)  External secondary data
C)  Survey responses
D)  Focus group data
E)  Observation dataF) A) and B)
G) A) and C)

Question 14

Compared to offline surveys,online surveys benefit market researchers through all of the following EXCEPT:

Accepted Answer

A)  relatively high response rates.
B)  less lying by respondents.
C)  lower cost.
D)  faster data collection.
E)  all of these are benefits of online surveys.F) B) and C)
G) A) and D)

Question 15

Zan wants to collect considerable information about the current opinions of his ten most important customers.Zan will probably use the ________________ research method.

Accepted Answer

A)  social media monitoring
B)  experimental
C)  in-depth interview
D)  primary data mining
E)  observationF) A) and B)
G) B) and C)

Question 16

Data collection begins:

Accepted Answer

A)  only after completing the research design process.
B)  after determining whether there are any objections.
C)  whenever the researcher wants to.
D)  after creating the presentation format.
E)  after analyzing the data.F) A) and B)
G) B) and D)

Question 17

In-depth interviews are expensive and time consuming.Why do market researchers sometimes use in-depth interviews?

Accepted Answer

They allow the researcher to gain backgr...

Question 18

When Olivia learned that just twenty of her yoga studio customers accounted for eighty percent of her annual revenue,she probably:

Accepted Answer

A)  adjusted class schedules to meet the needs of those twenty customers.
B)  surveyed those twenty customers to see what other types of yoga classes they were interested in.
C)  offered a special session for just those twenty customers.
D)  analyzed the geodemographics of those twenty customers to see how she could attract more people like them.
E)  all of these.F) A) and E)
G) C) and D)

Question 19

A(n) _________________ is a small group of people brought together for an intensive discussion of a topic.

Accepted Answer

A)  focus group
B)  social media site
C)  experiment
D)  data mining session
E)  in-depth interviewF) C) and D)
G) All of the above

Question 20

Focus groups are often used to gather:

Accepted Answer

A)  qualitative data about initial reaction to new products.
B)  opinions about competitive offerings.
C)  reactions to new advertising messages.
D)  reactions to point-of-purchase displays.
E)  all of these.F) None of the above
G) A) and B)

Exam 9: Marketing Research

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

Correct AnswerverifiedShow Answer

A(n) _________________ is a small group of people brought together for an intensive discussion of a topic.

Correct AnswerverifiedShow Answer

Data collection begins:

Correct AnswerverifiedShow Answer

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products.Tyree might consider using ___________________ to gather exploratory information from consumers about the competitor's offerings.

Correct AnswerverifiedShow Answer

Using ________________,researchers ask questions,listen to and record responses,and ask additional questions based on initial responses.

Correct AnswerverifiedShow Answer

Compared to offline surveys,online surveys benefit market researchers through all of the following EXCEPT:

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as,"When will the technology exist to allow humans to live on Mars?" suffers from the problem of a question:

Correct AnswerverifiedShow Answer

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Correct AnswerverifiedShow Answer

The Marketing Research Process follows five steps,and researchers:

Correct AnswerverifiedShow Answer

In-depth interviews are expensive and time consuming.Why do market researchers sometimes use in-depth interviews?

Correct AnswerverifiedThey allow the researcher to gain backgr...View AnswerShow Answer

Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The market research firm might conduct a(n) _________________ to provide the information Martin has requested.

Correct AnswerverifiedShow Answer

Which of the following types of data would be the best choice for a fast food restaurant wanting to know how many hamburgers versus chicken sandwiches it has sold in past years?

Correct AnswerverifiedShow Answer

Focus groups are often used to gather:

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as,"Do anti-lock braking systems reduce car accidents?" suffers from the problem of a question:

Correct AnswerverifiedShow Answer

Why would a researcher want to change the sequence of steps in the marketing research process?

Correct AnswerverifiedTaking a nonlinear approach ma...View AnswerShow Answer

Felicia is the new Southeastern U.S.sales representative for Cemex,a giant global cement company.Without spending much money,she would like to identify geographic areas with the largest potential growth in demand for her company's product.She will most likely use:

Correct AnswerverifiedShow Answer

When Olivia learned that just twenty of her yoga studio customers accounted for eighty percent of her annual revenue,she probably:

Correct AnswerverifiedShow Answer

Zan wants to collect considerable information about the current opinions of his ten most important customers.Zan will probably use the ________________ research method.

Correct AnswerverifiedShow Answer

Which of the following is a systematic means of collecting information from people using a questionnaire?

Correct AnswerverifiedShow Answer

Academic researchers often jump at the opportunity to conduct a research study,curious to learn more and address unanswered questions for the sake of general knowledge.Business people tend to be more cautious before embarking on a marketing research study,recognizing that research is often:

Correct AnswerverifiedShow Answer

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They allow the researcher to gain backgr...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Taking a nonlinear approach ma...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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