Deck 4: Business-To-Business Marketing

Question 1

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

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)what are the food habits of the public.
E)how to sell their votes.

Answer 1

A

Question 2

Commercial research firms such as Nielsen, Leger Marketing, and National Purchase Diary Panel are sources of:

A)primary data.
B)informal data.
C)conclusive data.
D)syndicated data.
E)biased data.

Answer 2

D

Question 3

APR Consulting is an integrated marketing solutions company.When approached by clients who want to market a new product, APR Consulting will ideally start the market research process by:

A)identifying the target market and customer needs.
B)deciding how much time and money the client is willing to spend.
C)defining the problem and objectives.
D)defining the alternatives and uncertainties.
E)developing and implementing the plan.

Answer 3

C

Question 4

The extent to which the same result is achieved when a study is repeated under identical situations is called:

A)repeatability.
B)validity.
C)sampling.
D)sustainability.
E)reliability.

Question 5

The term marketing research refers to:

A)a strategic way of developing a marketing plan by mixing the controllable elements.
B)an area of study concerned with managing the resources and activities of a firm.
C)a series of actions that help in enhancing the performance of firms.
D)a set of techniques for systematically collecting, recording, analyzing, and interpreting useful data.
E)a procedure that a marketer follows when developing a market plan.

Question 6

Which of the following is the first factor that managers consider before embarking on a marketing research project?

A)the cost of undertaking the project
B)the usefulness of the project to the firm
C)the time limits of the project
D)the sample size to be used in the research
E)the questions to be used in the questionnaire

Question 7

The quality of a marketing research study is generally judged by two key principles of the scientific method.They are:

A)sample size and data analysis procedures.
B)problem definition or hypothesis and reliability.
C)reliability and central limit theorem.
D)reliability and validity.
E)hypothesis formulation and correct statistical analyses.

Question 8

Which of the following is an internal source of secondary data?

A)government agencies
B)syndicated services
C)directories
D)journal articles
E)a company's accounts records

Question 9

Caroline needs to research information about income and age distribution in Fort McMurray, an urban service area in Alberta.The source of secondary data which would be most useful to
Caroline in terms of being easily accessible at a low cost is:

A)a door-to-door survey.
B)focus group interviews.
C)syndicated data.
D)sales invoices at public libraries.
E)census data.

Question 10

The first step in a market research project is to:

A)design the research project.
B)analyze the data.
C)define the objectives and research needs.
D)present the action plan.
E)collect the data.

Question 11

Which of the following is a source of secondary data?

A)focus groups
B)surveys
C)in-person interviews
D)census data
E)experiments

Question 12

Assuming that the market research study will reduce uncertainty associated with the proposed project, which of the following is the second question that needs to be addressed before starting the study?

A)How will the results be presented?
B)Will observation 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 13

A major advantage of primary research is that it:

A)is cost-effective.
B)is readily available.
C)does not require sophisticated training and experience to design the research.
D)can be tailored to fit research questions.
E)obtains results that are unbiased.

Question 14

After defining the problem and objectives, the next step in the marketing research process involves:

A)evaluation.
B)processing.
C)analysis.
D)design.
E)report writing.

Question 15

Which of the following is an advantage of secondary data?

A)It addresses specific research needs.
B)It is highly specific, as it is timely.
C)It saves data collection time because the data is readily available.
D)The sources used by this research are always relevant and original.
E)It is typically always adequate in meeting researchers' needs.

Question 16

The marketing team of a renowned car company is trying to gain information from its customers regarding the performance of its new car.The team designed a questionnaire with questions relating to the car's performance and distributed it among their customers.The data analysis of the survey showed that the customers were happy with the mileage of the car.The team obtained the same results when they conducted the same survey at all the company's outlets.This shows that the company's research has:

A)validity.
B)reliability.
C)repeatability.
D)sustainability.
E)reproducibility.

Question 17

The data collected from which of the following sources can be considered primary data?

A)magazines
B)focus groups
C)the Wal Street Journal
D)the Department of Foreign Affairs and Trade
E)the Canadian News Index

Question 18

Which of the following is true regarding primary research?

A)It reduces data collection costs.
B)It saves data collection time because the data is readily available.
C)It offers behavioural insights generally not available from secondary research.
D)The information obtained from this research may not be as timely as needed.
E)The information obtained from this research may not be relevant to the company's
Information needs.

Question 19

The term secondary data refers to the data that has been collected:

A)to address specific research needs.
B)from in-depth interviews and surveys.
C)prior to the start of the focal project.
D)from a particular focus group.
E)to address questions currently under investigation.

Question 20

In the example mentioned in the text, Whirlpool chose to pursue a "World Washer," and the research conducted by the firm was:

A)used to design a single washing machine to meet the needs of global consumers equally.
B)unable to define a target audience.
C)useful in providing insight beyond what managers knew.
D)a classic case study for marketing students illustrating unethical research behaviour.
E)not particularly valuable since the firm pursued a strategy contrary to their research findings.

Question 21

The manager at George, a retail chain, wants to monitor the response of customers to new products launched in George's recently renovated retail store on Yonge Street.He appoints a few staff members to monitor the customers while they shop.The research method being used by the manager is:

A)in-depth interviews.
B)survey research.
C)observation.
D)projective technique.
E)panel research.

Question 22

The type of research that helps the researcher to clearly formulate the research problem or objectives is called:

A)primary research.
B)conclusive research.
C)survey research.
D)scanner research.
E)exploratory research.

Question 23

A segment or subset of the population that adequately represents the entire population of interest is known as a(n):

A)hypothesis.
B)segment.
C)element.
D)case.
E)sample.

Question 24

A type of exploratory research method that entails examining purchase and consumption behaviours through personal or camera scrutiny is:

A)projective technique.
B)social media.
C)observation.
D)in-depth interviewing.
E)focus groups.

Question 25

A company that produces bicycles for kids wants to monitor the reactions of kids when they are taken to the bicycle store.This is done through a closed-circuit camera installed in the bicycle store.Which of the following research methods is being employed by the company?

A)in-depth interviews
B)experimental research
C)projective technique
D)observation
E)focus groups

Question 26

Which of the following research techniques is the most helpful in providing insights about how people feel about a product or service at an individual level?

A)focus groups
B)in-depth interviews
C)observation
D)survey research
E)social media

Question 27

Kids 'N' Toys, a popular toy company, is conducting marketing research to gauge the response to its new doll, before introducing it to the market on a large scale.The target market for this doll is girls between the ages of four and eight.To conduct the study Kids 'N' Toys selected 100 girls in this age group from various schools in the country and studied their response.The process of selecting these girls from various schools for the study is known as:

A)testing.
B)sampling.
C)hypothesizing.
D)validation.
E)conclusive research.

Question 28

Briggs, a fast-food chain, conducted a survey at one of its outlets regarding the taste, price, and quality of its products.Briggs found that customers were pleased with the taste and quality but felt that prices were a little high.When the same survey was conducted across its other outlets, it got different responses from customers.This shows that the survey conducted by Briggs lacks:

A)validity.
B)reproducibility.
C)reliability.
D)repeatability.
E)sustainability.

Question 29

Which of the following is a benefit of using in-depth interviews as a research method?

A)It is useful when consumers are unable to articulate their experiences.
B)It can provide a historical context to the phenomenon of interest.
C)It is the most cost-effective method for reaching a large sample of consumers.
D)It yields quantitative data that can be analyzed using sophisticated statistical analysis.
E)It is the most effective method for determining which variable has a casual effect on another variable.

Question 30

If marketing researchers are ready to move beyond preliminary insights, they are ready to engage in:

A)conclusive research.
B)in-depth interviews.
C)syndicated marketing surveys.
D)exploratory research.
E)structured questionnaire analysis.

Question 31

Natalie is the marketing director of One Dollar stores, a retail chain in Canada.From the recent sales reports, Natalie noticed that sales had increased in some stores and decreased in others.She is unable to predict the reason for this variation in sales.The method of research that Natalie is likely to employ to gain a better understanding of the variation, and to clearly define the cause for variation will be:

A)exploratory research.
B)panel research.
C)syndicated marketing survey.
D)conclusive research.
E)scanner research.

Question 32

The extent to which the study actually measures what it is supposed to measure is called:

A)reliability.
B)validity.
C)repeatability.
D)a hypothesis.
E)sustainability.

Question 33

Which of the following exploratory research methods is particularly useful when customers are unable to articulate their experiences?

A)in-depth interviews
B)observation
C)focus groups
D)projective technique
E)social media

Question 34

Randall wants to do an online survey of college professors about factors that influence their textbook selection.Since Randall is unsure about how to go about this, he could use to help him develop his survey.

A)in-depth interviews
B)international surveys
C)experimental research
D)observation
E)primary data mining

Question 35

Michelle has hired a market research company to gather a small group of soft-drink consumers and get feedback on three new advertising slogans her firm is thinking of using.In this case, the market research firm will create a(n) to provide the information Michelle has requested.

A)industry survey
B)international survey
C)focus group
D)observation centre
E)in-depth analysis

Question 36

An observational method that studies people in their daily lives and activities in their homes, work, and communities is called:

A)focusing.
B)hypothesizing.
C)sampling.
D)conducting an in-depth interview.
E)ethnography.

Question 37

A statement or proposition predicting a particular relationship among multiple variables is called:

A)data.
B)information.
C)a hypothesis.
D)a sample.
E)a questionnaire.

Question 38

A popular shoe brand targeting boys in the age group of 12 to 15 years wanted to conduct a survey regarding the comfort of shoes it recently launched.For the survey, it selected a group of 250 boys from various schools in San Francisco.This selected group of boys is called the:

A)segment.
B)element.
C)sample.
D)case.
E)hypothesis.

Question 39

A research technique in which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue is called:

A)in-depth interview.
B)focus groups.
C)survey research.
D)projective technique.
E)experimental research.

Question 40

The focus group is an exploratory research technique in which:

A)subjects are provided with a scenario and asked to express their thoughts and feelings about it.
B)trained researchers ask an individual some questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.
C)the researcher studies people in their daily lives and activities in their homes, work, and communities.
D)a small group of persons comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry.
E)a set of questions is designed to gather information from respondents and thereby
Accomplish the researchers' objectives.

Question 41

Which of the following data collection methods helps the firms to gather the most up-to-date news about itself, its products, and its services, as well as its competitors?

A)in-depth interviews
B)ethnography
C)social media
D)projective technique
E)focus group

Question 42

Darren wants to know the opinion of customers on the products of his company that are currently in the market.He collects this information by bringing together a few of his important customers and having a detailed discussion with them regarding their views on the current products.The method of research Darren is using is known as:

A)experimental research.
B)structured survey.
C)focus group.
D)projective technique.
E)observation.

Question 43

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry is known as:

A)panel research.
B)survey research.
C)in-depth interview.
D)focus group.
E)projective technique.

Question 44

An open-ended question that allows the respondents to answer in their own words is known as a(n):

A)structured question.
B)hypothesis.
C)unstructured question.
D)disorganized question.
E)indefinite question.

Question 45

Alex, the marketing manager of a soft-drink company, creates three advertising slogans for a newly developed drink and wants to pick one of the slogans.He brings together a small group of consumers, explains to them the idea behind the slogans, and asks for their feedback.The method of research employed by Alex in this scenario is known as:

A)industry survey.
B)international survey.
C)focus group.
D)observation centre.
E)in-depth interview.

Question 46

Observation, in-depth interviews, and focus groups are all research methods.

A)conclusive
B)quantitative
C)secondary
D)exploratory
E)structured questionnaire

Question 47

Which of the following research methods is most cost-effective when compared to other research methods for reaching a large sample of consumers?

A)panel research
B)experimental research
C)survey research
D)scanner research
E)exploratory research

Question 48

Which of the following is a structured question?

A)What comes to your mind when you see the given picture?
B)What is your opinion on the leadership of Elizabeth May?
C)What is your opinion on marriage?
D)How important do you think SAT scores are to a college student? Rate your answer on a scale of 1 to 5, with 5 being extremely important.
E)What else did you like about the product?

Question 49

Which of the following questions is open-ended?

A)What is your opinion on leadership in the country?
B)Should young children be allowed to eat fast foods as part of their daily diet? Yes/No
C)Rate the appearance of the product on a scale from 1 to 10, with 10 being the most preferred appearance.
D)Do you eat meat? Yes/No
E)What is your gender? Male/Female

Question 50

Which of the following questions would be considered inappropriate for a questionnaire?

A)Do you take vitamins?
B)Should children be allowed to drink Coca-Cola in school?
C)When was the last time you went to the grocery store?
D)Do you dye your hair?
E)What brand of wristwatch do you typically wear?

Question 51

Which of the following research methods is the most popular type of conclusive research method that uses a questionnaire to study consumers' attitudes, preferences, behaviours, and knowledge about products and brands?

A)survey research
B)experimental research
C)scanner research
D)panel research
E)focus groups

Question 52

A systematic means of collecting information from people that generally uses a questionnaire is known as a:

A)survey.
B)hypothesis.
C)validation.
D)sample.
E)review.

Question 53

Harold was developing a questionnaire to conduct an online survey regarding the factors that influence textbook selection by professors for a particular course.Since he was unsure of the possible responses for each question, he decided to confer with some professors at a local university to decide on the responses that he could include in the questionnaire.The method of exploratory research that Harold used to decide on the responses was:

A)in-depth interview.
B)panel research.
C)experimental research.
D)observation.
E)projective technique.

Question 54

A closed-ended question for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate is called a(n):

A)indefinite question.
B)structured question.
C)hypothesis.
D)disorganized question.
E)unstructured question.

Question 55

Which of the following primary qualitative data collection techniques is the most frequently used data collection technique?

A)social media
B)focus groups
C)projective technique
D)survey research
E)ethnography

Question 56

Qualtrics, a popular online tool, is used in which of the following research methods?

A)in-depth interviews
B)focus groups
C)projective technique
D)panel research
E)web surveys

Question 57

Zan hires a trained researcher to ask customers questions, listen to and record the answers, and then pose additional questions, clarify or expand on a particular issue that Zan is dealing with.The method of research Zan is using is:

A)experimental research.
B)structured survey.
C)in-depth interview.
D)primary data mining.
E)observation.

Question 58

A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers' objectives is called a(n):

A)survey.
B)questionnaire.
C)hypothesis.
D)sample.
E)essay.

Question 59

Which among the following would be considered a good question for a questionnaire?

A)Drug abuse is a serious offense.Agree/disagree
B)What is your monthly income?
C)Please rate our service on a scale of 1 to 5, with 1 being bad and 5 being excellent.
D)How have teachers and students at your school responded to the new 45-minute lunch period? Satisfied/Unsatisfied
E)Do you like the texture and flavour of our snack?

Question 60

A marketing firm is trying to develop an ad for one of its clients.It selects a group of people, shows them an unbranded visual that is under consideration for the ad, and asks them to create a story around it.The moderator or interviewer encourages participants to go beyond the literal and release some of the more elusive feelings and associations that the visual stirs up in their imaginations.This research method is similar to which of the following research techniques?

A)observation
B)projective technique
C)survey research
D)experimental research
E)ethnography

Question 61

If we assume that the research firm failed to correctly interpret the data obtained from the research survey, then the firm would have failed to carry out which step of the research process?

A)collecting the data
B)designing the project
C)analyzing the data
D)designing the research project
E)presenting the action plan

Question 62

The Canadian Marketing Association governing market research:

A)is not concerned with the data collection done by federal government institutions.
B)governs the collection, use, and retention of personal data by the private sector.
C)is not concerned with the way clients and suppliers are treated during market research.
D)supports maintaining research integrity by avoiding misrepresentation or omission of pertinent research data.
E)supports selling or fundraising under the guise of conducting research.

Question 63

The data that have been organized, analyzed, interpreted, and converted into a useful form for decision makers is called:

A)samples.
B)hypotheses.
C)information.
D)knowledge.
E)codes.

Question 64

Which of the following statements is true regarding conclusive research?

A)The research purpose of this method is general and is used to generate preliminary insights.
B)The inferences obtained by this method are more tentative than final.
C)The data collection in this method is often flexible with no set procedure.
D)The sources used for data collection are not clear and well defined.
E)The data analysis in this method is formal and typically quantitative-descriptive or
Predictive based on statistical analysis.

Question 65

Which of the following conclusions, if provided by the market research, would be a positive sign meaning the company should invest in the new market?

A)Customer surveys indicate that current cars in the target market are all sedans and have a high cost-of-ownership.
B)Customers are looking for more power in cars.
C)Most drivers are predominantly in the age 25 to age 35 category, which is made up of people who prefer fast cars.
D)Public transportation is very well connected, frequent, and dependable.
E)Government is looking at imposing higher taxes on personal transport.

Question 66

Marie, a popular clothing company, is planning to introduce a new line of clothing and would like to compare the pricing of its products with that of its competitors.Which of the following research techniques would help Marie accomplish this?

A)survey research
B)experimental research
C)panel research
D)scanner research
E)exploratory research

Question 67

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

A)panel research.
B)exploratory research.
C)survey research.
D)experimental research.
E)scanner research.

Question 68

Which of the following acts implemented by the Canadian government governs the collection, use, disclosure, and retention of personal information by certain parts of the private sector?

A)the Privacy Act
B)the Personal Information Protection and Electronic Documents Act
C)the Embargo Act
D)the Data Protection Act
E)the Can Spam Act

Question 69

Which of the following types of quantitative research involves collecting data from a group of consumers over time?

A)scanner research
B)experimental research
C)panel research
D)exploratory research
E)survey research

Question 70

The data obtained from which of the following research techniques is likely to be acquired by leading market research firms to help other firms assess what is happening in the market?

A)scanner research
B)panel research
C)survey research
D)experimental research
E)exploratory research

Question 71

A type of quantitative research that systematically manipulates one or more variables to determine which variable has a causal effect on another variable is called:

A)scanner research.
B)survey research.
C)panel research.
D)experimental research.
E)exploratory research.

Question 72

Tasmina has started her own business insurance software firm.She cannot afford a market research firm to keep track of what her competitors are doing.With her shoestring budget, Tasmina's best option to research this problem would be:

A)consulting census data.
B)visiting competitors' websites.
C)using competitors' software.
D)asking the Chamber of Commerce for assistance.
E)checking SEC filings.

Question 73

Raw numbers or other factual information that, on their own, have limited value to marketers are called:

A)data.
B)samples.
C)information.
D)hypotheses.
E)cases.

Question 74

Which of the following is an ethical practice in marketing research?

A)pharmaceutical industries excluding developing countries from AIDS drugs
B)a company excluding potential customers from a survey and selecting a desired group
C)a company sharing customer data collected through surveys with third parties
D)a company prohibiting selling and fundraising under the guise of conducting research
E)a company ignoring parts of the study and presenting only the desired results in the report

Question 75

If we assume that the research firm faltered in identifying the type of data required and determining the research method to obtain the data, the firm would have faltered in which step of the research process?

A)defining the research problem and objectives
B)collecting the data
C)presenting the action plan
D)designing the research project
E)analyzing the data

Question 76

Which of the following statements is true regarding experimental research?

A)It is carried out to verify insights and aid in selecting a course of action.
B)It is clear, well defined, and usually has structured questions in the questionnaire.
C)It is typically nonquantitative-mainly interpretive and subjective based on content analysis.
D)It needs strong statistical analysis and interpretation of number skills.
E)It is a quantitative method that has a well-laid-out procedure for data collection

Question 77

Exploratory research differs from conclusive research in that conclusive research is:

A)more tentative than final with its inferences.
B)often flexible and has no set procedure for data collection.
C)carried out for a general research purpose to generate preliminary insights.
D)well defined and usually has structured questions in the questionnaire.
E)nonquantitative-mainly interpretive and subjective based on content analysis.

Question 78

A leading cosmetics brand is planning to launch a new product into the market and is conducting market research to determine the demand and needs of customers.The next step that has to be taken by the firm after deciding on the objective of the research is to:

A)define the marketing problem.
B)present a report to the management regarding its decision.
C)identify the type of data needed and determine the type of research necessary to collect it.
D)analyze the data that has been collected from the survey.
E)evaluate the results that the firm has observed.

Question 79

A questionnaire containing which of the following questions would be considered a good questionnaire?

A)implicit questions
B)structured questions
C)sensitive questions
D)leading questions
E)complex questions

Question 80

The most important aspect of any market research project lies in:

A)correctly defining the research problem.
B)determining the type of data needed.
C)determining the sources necessary to collect the data.
D)analyzing and interpreting the data.
E)presenting a detailed action plan.