Question 1

Every month,Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee uses the lunches as an informal marketing research effort intended primarily to

Accepted Answer

A)   provide a link between herself and her profession.
B)   help her understand the needs of her customers.
C)   monitor her competitors.
D)   decrease the uncertainty associated with decision making.
E)   improve profitability.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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 4

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 interview

Question 5

Which of the following provides the information needed to confirm insights and help managers pursue appropriate courses of action?

Accepted Answer

A)   quantitative research
B)   qualitative research
C)   observation research
D)   in-depth interviews
E)   social media monitoring

Question 6

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

Accepted Answer

Although the stages of the marketing res...

Question 7

Victor's custom auctioneering service provides online auction selling assistance.Victor plans to conduct marketing research to determine which auction site is best for his customers.His next step is to

Accepted Answer

A)   identify the type of data he needs.
B)   determine the statistical software he will use.
C)   outline the presentation format he will use.
D)   collect data.
E)   define his privacy policy.

Question 8

Panel data are always secondary data.

Accepted Answer

A) True 
 B)False

Question 9

In questionnaire design,a question such as "Marketing 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 10

In 2005,a new federal law allowed consumers once-a-year free access to their credit reports.Many consumers who accessed their credit reports were surprised by the amount of information collected.What can marketers and marketing researchers do to minimize consumers' privacy fears?

Accepted Answer

Marketers can minimize these fears by re...

Question 11

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 12

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)   qualitative data.

Question 13

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

Accepted Answer

A)   evaluate the potential for in-depth interviews.
B)   assess both verbal and 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 14

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need __________ data to address the questions in his marketing research study.

Accepted Answer

A)   primary
B)   secondary
C)   mined
D)   syndicated
E)   warehoused

Question 15

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new-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 based on ideas developed in the design phase.
E)   analyze the data.

Question 16

Martin has hired a marketing 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 marketing 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 analysis

Question 17

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

Accepted Answer

Qualitative research attempts to begin t...

Question 18

The term _______ refers to the enormous amount of information that firms now have access to but cannot handle using conventional data management and data mining software.

Accepted Answer

A)   big data
B)   churn
C)   data mining
D)   data dump
E)   information overload

Question 19

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 20

When conducting a survey about choosing vacation destinations,Hillary 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 their individual responses will be kept confidential
C)   use only focus group interviews
D)   ask unstructured questions
E)   create an efficient data warehouse

Exam 10: Marketing Research

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need __________ data to address the questions in his marketing research study.

Correct Answer
verified

The term _______ refers to the enormous amount of information that firms now have access to but cannot handle using conventional data management and data mining software.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The marketing research process follows five steps,and researchers

Correct Answer
verified

Correct Answer
verified

Victor's custom auctioneering service provides online auction selling assistance.Victor plans to conduct marketing research to determine which auction site is best for his customers.His next step is to

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Martin has hired a marketing 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 marketing research firm might conduct a(n) __________ to provide the information Martin has requested.

Correct Answer
verified

Every month,Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee uses the lunches as an informal marketing research effort intended primarily to

Correct Answer
verified

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

Correct Answer
verified

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

In 2005,a new federal law allowed consumers once-a-year free access to their credit reports.Many consumers who accessed their credit reports were surprised by the amount of information collected.What can marketers and marketing researchers do to minimize consumers' privacy fears?

Correct Answer
verified
Marketers can minimize these fears by re...
View Answer

Panel data are always secondary data.

Correct Answer
verified

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

Correct Answer
verified
Although the stages of the marketing res...
View Answer

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

Correct Answer
verified

Which of the following provides the information needed to confirm insights and help managers pursue appropriate courses of action?

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

Exam 10: Marketing Research

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need __________ data to address the questions in his marketing research study.

Correct AnswerverifiedShow Answer

The term _______ refers to the enormous amount of information that firms now have access to but cannot handle using conventional data management and data mining software.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The marketing research process follows five steps,and researchers

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Victor's custom auctioneering service provides online auction selling assistance.Victor plans to conduct marketing research to determine which auction site is best for his customers.His next step is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Martin has hired a marketing 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 marketing research firm might conduct a(n) __________ to provide the information Martin has requested.

Correct AnswerverifiedShow Answer

Every month,Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee uses the lunches as an informal marketing research effort intended primarily to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThere are two likely reasons for the CEO...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

In 2005,a new federal law allowed consumers once-a-year free access to their credit reports.Many consumers who accessed their credit reports were surprised by the amount of information collected.What can marketers and marketing researchers do to minimize consumers' privacy fears?

Correct AnswerverifiedMarketers can minimize these fears by re...View AnswerShow Answer

Panel data are always secondary data.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAlthough the stages of the marketing res...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following provides the information needed to confirm insights and help managers pursue appropriate courses of action?

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

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

Correct Answer
verified

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

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

Correct Answer
verified
Marketers can minimize these fears by re...
View Answer

Correct Answer
verified

Correct Answer
verified
Although the stages of the marketing res...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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