Question 1

A true marketing decision support system is interactive,flexible,discovery oriented,and accessible.

Accepted Answer

A) True 
 B)False

Question 2

Measurement error occurs when a sample somehow does not represent the target population.

Accepted Answer

A) True 
 B)False

Question 3

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Accepted Answer

A)   gather data from Standard & Poor's General Information File.
B)   develop a mail survey to study your primary market.
C)   employ studies done by the Federal Trade Commission.
D)   make sure you locate Internet information by using a search engine.
E)   ask the National Industrial Conference Board for its latest study.

Question 4

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

Accepted Answer

A)   establishing marketing objectives.
B)   capturing relevant customer data on interactions.
C)   identifying customer relationships with the organization.
D)   understanding the interactions the company has with current customers.
E)   deciding on a segmentation strategy.

Question 5

Compared to the personal interview,the telephone interview costs less,but cost is rapidly increasing due to respondent refusals to participate.

Accepted Answer

A) True 
 B)False

Question 6

With which scanner-based research system do IRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drugstores,thus allowing IRI to electronically track each household's purchasing over time?

Accepted Answer

A)   InfoScan
B)   VideOCart
C)   BehaviorScan
D)   Nielsen Data
E)   Scanner Plus

Question 7

Low response rate is a problem commonly associated with:

Accepted Answer

A)   exit interviews.
B)   executive interviews.
C)   mail surveys.
D)   mall intercept interviews.
E)   in-home interviews.

Question 8

A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

Accepted Answer

A)   irregular
B)   probability
C)   nonprobability
D)   convenience
E)   piggyback

Question 9

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Accepted Answer

A)   heuristic oriented
B)   survey research
C)   experiments
D)   observation research
E)   single-source research

Question 10

According to the text,a true marketing decision support system should be flexible,which means:

Accepted Answer

A)   managers can probe for trends, isolate problems, and ask "what if" questions
B)   managers who aren't skilled with computers can easily learn to use the system
C)   managers are able to sort, regroup, total, average, and manipulate data in various ways
D)   managers can give simple instructions and see immediate results
E)   managers can find optimum solutions to marketing problems

Question 11

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Accepted Answer

A)   syndicated vendor
B)   research directory
C)   marketing research aggregator
D)   secondary data provider
E)   marketing research compiler

Question 12

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

Accepted Answer

A)   focus group
B)   observation
C)   experimental
D)   survey sampling
E)   sample framing

Question 13

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health.A large insurance company is willing to sponsor a meeting of the nation's largest organic growers,pesticide producers,and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy.What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?

Accepted Answer

A)   Cyber focus groups
B)   Executive interviews
C)   Mall intercept interviews
D)   CLT interviews
E)   In-home interviews

Question 14

Explain how researchers conduct an experiment and discuss the characteristic of a good experiment.

Accepted Answer

An experiment is a method for gathering ...

Question 15

Several types of analysis are common to marketing research.Which one is the simplest?

Accepted Answer

A)   One-way frequency counts
B)   Statistical analyses
C)   Cross-tabulations
D)   Passive people meters
E)   Scaled responses

Question 16

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Accepted Answer

A) True 
 B)False

Question 17

Callaway Golf Co.
Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfers together. Beginning about three years ago, Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study, Callaway decided to focus on women who were just beginning to play, as well as, experienced, competitive golfers who wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if enough could be learned about these two groups, then the company would also learn enough to serve the rest of the women golfer market. Basically, the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed, they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs greatly enhanced their game. The entire process from original prototype to final product took a little less than one year.
-Refer to Callaway Golf Co.When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking?

Accepted Answer

A)   Scaled response
B)   Close-ended
C)   Dichotomous
D)   Open-ended
E)   Multiple answer

Question 18

Name two advantages and two disadvantages of using primary data.Also name two advantages and two disadvantages of using secondary data.

Accepted Answer

There are several advantages and disadva...

Question 19

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Accepted Answer

A)   Telephone interviews
B)   Panel surveys
C)   Mall intercept interview
D)   Centralized interviews
E)   Interactive research

Question 20

Mystery shoppers engage in a form of:

Accepted Answer

A)   mall intercept study.
B)   experiential study.
C)   marketing audit.
D)   observation research.
E)   market audit.

Exam 17: Marketing Research

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Correct Answer
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Correct Answer
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Measurement error occurs when a sample somehow does not represent the target population.

Correct Answer
verified

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Correct Answer
verified

Several types of analysis are common to marketing research.Which one is the simplest?

Correct Answer
verified

Correct Answer
verified

Compared to the personal interview,the telephone interview costs less,but cost is rapidly increasing due to respondent refusals to participate.

Correct Answer
verified

A true marketing decision support system is interactive,flexible,discovery oriented,and accessible.

Correct Answer
verified

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Correct Answer
verified

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Correct Answer
verified

Explain how researchers conduct an experiment and discuss the characteristic of a good experiment.

Correct Answer
verified
An experiment is a method for gathering ...
View Answer

A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

Correct Answer
verified

With which scanner-based research system do IRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drugstores,thus allowing IRI to electronically track each household's purchasing over time?

Correct Answer
verified

Name two advantages and two disadvantages of using primary data.Also name two advantages and two disadvantages of using secondary data.

Correct Answer
verified
There are several advantages and disadva...
View Answer

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

Correct Answer
verified

According to the text,a true marketing decision support system should be flexible,which means:

Correct Answer
verified

Low response rate is a problem commonly associated with:

Correct Answer
verified

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Correct Answer
verified

Mystery shoppers engage in a form of:

Correct Answer
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When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

Correct Answer
verified

Exam 17: Marketing Research

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Measurement error occurs when a sample somehow does not represent the target population.

Correct AnswerverifiedShow Answer

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Correct AnswerverifiedShow Answer

Several types of analysis are common to marketing research.Which one is the simplest?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Compared to the personal interview,the telephone interview costs less,but cost is rapidly increasing due to respondent refusals to participate.

Correct AnswerverifiedShow Answer

A true marketing decision support system is interactive,flexible,discovery oriented,and accessible.

Correct AnswerverifiedShow Answer

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Correct AnswerverifiedShow Answer

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Correct AnswerverifiedShow Answer

Explain how researchers conduct an experiment and discuss the characteristic of a good experiment.

Correct AnswerverifiedAn experiment is a method for gathering ...View AnswerShow Answer

A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

Correct AnswerverifiedShow Answer

With which scanner-based research system do IRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drugstores,thus allowing IRI to electronically track each household's purchasing over time?

Correct AnswerverifiedShow Answer

Name two advantages and two disadvantages of using primary data.Also name two advantages and two disadvantages of using secondary data.

Correct AnswerverifiedThere are several advantages and disadva...View AnswerShow Answer

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

Correct AnswerverifiedShow Answer

According to the text,a true marketing decision support system should be flexible,which means:

Correct AnswerverifiedShow Answer

Low response rate is a problem commonly associated with:

Correct AnswerverifiedShow Answer

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Correct AnswerverifiedShow Answer

Mystery shoppers engage in a form of:

Correct AnswerverifiedShow Answer

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

Correct AnswerverifiedShow Answer

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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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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Correct Answer
verified
An experiment is a method for gathering ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
There are several advantages and disadva...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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