Deck 8: Consumer Insight

Question 1

Which of the following identifies a major concern regarding Internet marketing research?

A) the speed at which surveys can be administered
B) cost-effectiveness
C) the ability to translate results to the general population
D) the difficulty of tabulating responses
E) the speed at which responses can be gathered

Answer 1

C

Question 2

________ attempts to expand understanding of the unknown.

A) Syndicated research
B) Secondary data
C) Applied research
D) Pure research
E) Primary data

Answer 2

D

Question 3

What is the first step in the marketing research process?

A) developing a marketing information system
B) defining the problem
C) designing the research
D) conducting the research
E) hiring an outside research specialist

Answer 3

B

Question 4

Before beginning the marketing research process, a company should do which of the following?

A) develop consumer insights
B) follow a formal process to determine whether research is warranted
C) formulate the research question
D) identify existing sources of information
E) select a research design

Question 5

________ is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.

A) Pure research
B) Syndicated research
C) Primary data
D) Experimental data
E) Sampled data

Question 6

One purpose of ________ research is to gather preliminary information that will help divide a broad research problem into smaller problems for subsequent research.

A) exploratory
B) causal
C) explanatory
D) primary
E) scaled

Question 7

According to the definition from the American Marketing Association, a consumer market insight refers to a ________ view and appreciation of research.

A) pure
B) applied
C) qualitative
D) quantitative
E) holistic

Question 8

________ is the acquisition and analysis of information used to identify and define marketing opportunities that connect consumers to marketers.

A) The marketing information system
B) Competitive intelligence
C) Marketing research
D) Quantitative research
E) Syndicated research

Question 9

Secondary data consists of information ________.

A) that already exists somewhere but is outdated
B) that does not currently exist in an organized form
C) that already exists but was collected for a different purpose
D) used by competitors
E) that researchers can only obtain through surveys and observation

Question 10

Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is the most important step of the marketing research process.

A) designing the research
B) conducting the research
C) defining the problem
D) selecting a research agency
E) analyzing the research

Question 11

Managers often start with ________ research and later follow with ________ research.

A) exploratory; explanatory
B) explanatory; exploratory
C) descriptive; exploratory
D) explanatory; descriptive
E) explanatory; causal

Question 12

________ research is a marketing research design used to generate ideas in a new area of inquiry.

A) Descriptive
B) Syndicated
C) Explanatory
D) Experimental
E) Exploratory

Question 13

Explanatory research is used to ________.

A) understand the relationship between independent and dependent variables
B) generate ideas in a new area of inquiry
C) uncover information at the outset in an unstructured way
D) describe marketing variables
E) quantify observations that produce insights unobtainable through other forms of research

Question 14

Information collected from government publications is an example of ________ data.

A) primary
B) secondary
C) observational
D) experimental
E) ethnographic

Question 15

Which step in the five-step marketing research process has been left out of the following list: defining the problem, conducting the research, analyzing the research, and addressing the problem in a research paper?

A) developing the research budget
B) choosing the research agency
C) choosing the research method
D) designing the research
E) comparing and contrasting primary and secondary data

Question 16

A(n) ________ is a perceived meaning of data collected from the study of consumer behavior.

A) market insight
B) consumer insight
C) competitive insight
D) marketing intelligence insight
E) census

Question 17

In the second step of the marketing research process, it is most important to do which of the following?

A) identify marketing goals
B) identify existing information relevant to the research question
C) determine the research budget
D) formulate the research question
E) ensure the reliability of the research

Question 18

You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research?

A) the local chamber of commerce
B) the U.S. Census Bureau
C) competitors' Web sites
D) online surveys
E) the library

Question 19

________ attempts to answer questions related to practical problems.

A) Syndicated research
B) Secondary data
C) Applied research
D) Pure research
E) Ethnographic research

Question 20

________ is information collected for the purpose of addressing a current research question.

A) Primary data
B) Secondary data
C) Syndicated research
D) Exploratory research
E) Explanatory data

Question 21

A(n) ________ is a collection of individuals who agree, for an incentive, to participate in questionnaires on a variety of topics set by a manager.

A) syndicated panel
B) Internet research panel
C) focus group
D) structured interview group
E) convenience sample

Question 22

The two main types of samples used by researchers are ________.

A) reliable and nonreliable
B) probability and nonprobability
C) valid and invalid
D) pure and applied
E) census and non-census

Question 23

Which of the following is NOT an aspect of Internet research panel management?

A) developing and administering an incentive program
B) creating representative data for the general population
C) periodic reprofiling of members
D) cleaning and refreshing the panel
E) reporting on composition and response rates

Question 24

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ that is selected to represent the population.

A) group
B) target group
C) population
D) sample
E) audience

Question 25

Ethnographic research ________.

A) comes from traditional focus groups
B) is gathered where people live and work
C) provides secondary data
D) is a type of quantitative research
E) provides data to marketers when observation is impossible

Question 26

Survey research is LEAST likely to be conducted through which of the following?

A) the Internet
B) the mail
C) the telephone
D) in person
E) observation

Question 27

A(n) ________ scale is a measurement in which numbers are assigned to characteristics of objects to allow comparison of the size of the differences among and between the objects.

A) nominal
B) graduated
C) ordinal
D) interval
E) ratio

Question 28

Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow?

A) Be concise and clear in the wording of questions.
B) The general context of the survey does not need to be explained.
C) Ask difficult questions in the beginning to "weed out" uninterested respondents.
D) Ask leading questions to encourage specific responses.
E) Use impressive vocabulary to convey the importance of the questionnaire.

Question 29

Which form of marketing research is a series of discussions held between a trained interviewer and individuals on a one-to-one basis?

A) structured interviews
B) online questionnaires
C) telephone surveys
D) ethnographic research
E) focus groups

Question 30

________ is the process of quantifying how much one variable's set of features or characteristics are possessed in another variable.

A) Reliability
B) Sampling
C) Validity
D) Measurement
E) Coding

Question 31

ABC Company has decided to use online questionnaires to collect data. This method has all the following advantages EXCEPT which one?

A) low cost per respondent
B) provides quantitative data
C) high response rates
D) no interviewer to bias respondents' answers
E) can collect large amounts of information

Question 32

________ research is a collection of techniques designed to identify and interpret information obtained through the observation of people.

A) Explanatory
B) Structured
C) Syndicated
D) Qualitative
E) Quantitative

Question 33

Which of the following research methods is generally the LEAST flexible?

A) mail
B) telephone
C) online surveys
D) online panels
E) personal interviews

Question 34

Which of the following has the lowest relative cost of all quantitative research data collection options?

A) mail questionnaires
B) personal interviews
C) focus groups
D) online questionnaires
E) ethnographic research

Question 35

Which of the following is a potential disadvantage of online marketing research?

A) Participants must be in a central location.
B) The format can restrict respondents' expressiveness.
C) Results take longer to tabulate and analyze.
D) The cost of online focus groups is greater than that of most other research methods.
E) The format of the research tends to be more invasive.

Question 36

Qualitative research is best suited for gathering ________ information.

A) exploratory
B) causal
C) quantitative
D) explanatory
E) descriptive

Question 37

Which of the following elements of a questionnaire is designed to apply any restrictions that exist on the desired respondents for the survey?

A) introduction
B) screening
C) warm-up
D) body
E) classification

Question 38

A(n) ________ scale is a measurement in which numbers are assigned to characteristics of objects to reflect the order of the objects.

A) nominal
B) graduated
C) ordinal
D) interval
E) ratio

Question 39

Which of the following is an advantage of telephone interviews?

A) They are less expensive to conduct than online questionnaires.
B) Interviewer variability can be controlled.
C) Response rates are increasing.
D) Interviewers can provide feedback and have flexibility in follow-up questions.
E) Interviewers' interpretation of responses is easily standardized.

Question 40

________ research is a process designed to collect a large number of responses using a standardized questionnaire from which the results can be summarized into numbers for statistical analysis.

A) Explanatory
B) Structured
C) Syndicated
D) Qualitative
E) Quantitative

Question 41

Which of the following is true about a purposive sampling?

A) The researcher uses his or her judgment to select people who appear to best fit the requirements of the sample.
B) Convenience is the key determinant of who participates.
C) Respondents help identify other respondents for the sample.
D) Every member of the population is included in the sample.
E) Each member of the population has an equal chance of being included in the sample.

Question 42

A(n) ________ often contains modeling capability to create different marketing and financial models.

A) marketing research report
B) sampling procedure
C) interactive research system
D) marketing decision support system
E) competitive intelligence report

Question 43

Which of the following is an example of a survey question that allows for a direct rating?

A) On a scale of 1-10 how satisfied were you with your last experience with our product?
B) Which of the following best reflects the way you feel about our product in comparison to competitors' products?
C) What is the top level of education that you completed?
D) How likely would you be to recommend our product to a friend?
E) How likely would you be to buy our product again?

Question 44

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research.

A) causal
B) experimental
C) secondary
D) pure
E) exploratory

Question 45

Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to help them set a nationwide price for the new offering. This is an example of ________.

A) observational research
B) behavioral research
C) qualitative research
D) explanatory research
E) survey research

Question 46

Which of the following is a type of probability sample?

A) convenience sample
B) purposive sample
C) quota sample
D) stratified sample
E) snowball sample

Question 47

AMF Research Group must guard against problems during the phase of conducting marketing research for its clients. Which of the following is NOT a problem that should be anticipated for data collected through interviews during this phase?

A) interviewers who incorrectly record responses
B) respondents who give deceitful answers
C) interviewers who do not consistently execute the survey
D) analysts who interpret and report the findings
E) respondents who are confused by questions

Question 48

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and where they buy this product?

A) exploratory
B) descriptive
C) explanatory
D) experimental
E) secondary

Question 49

You have decided to use only open-ended questions on your survey. Which of the following questions would NOT be found on your survey?

A) Why is voting important to you?
B) How many cars does your family own?
C) What is your best childhood memory?
D) Which teacher influenced you most? How?
E) What are the most important qualities in a friend?

Question 50

________ involves the systematic tracking of competitive actions and plans.

A) Marketing data
B) Marketing information
C) Sales management
D) Customer intelligence
E) Competitive intelligence

Question 51

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

A) ethnographic
B) survey
C) questionnaire
D) focus groups
E) personal interviews

Question 52

You have decided to use only closed-ended questions on your survey. Which of the following questions would NOT be found on your survey?

A) Do you like chocolate?
B) What is your gender?
C) Do you work full-time or part-time?
D) What do you like about your teacher?
E) In which month do you plant your garden?

Question 53

Which of the following is true of ethnographic research?

A) It is conducted within traditional focus groups.
B) It is less structured than focus group research.
C) It provides researchers with secondary data.
D) It is best suited for collecting quantitative information.
E) It is a research option when observation is not possible.

Question 54

________ is the level of consistency of a research measurement.

A) Flexibility
B) Validity
C) Responsiveness
D) Reliability
E) Representativeness

Question 55

________ is the strength of a conclusion reached through research.

A) Flexibility
B) Validity
C) Responsiveness
D) Reliability
E) Representativeness

Question 56

A ________ is a series of steps that include collection, analysis, and presentation of information for use in making marketing decisions.

A) primary data collection
B) secondary and primary data collection
C) marketing decision support system
D) pure research process
E) marketing information system

Question 57

Four common examples of internal data include production schedules, stock levels, direct-mail redemption details, and ________.

A) market activity
B) competitors' sales levels
C) human resource status reports
D) market trends
E) competitive intelligence

Question 58

Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use?

A) syndicated research
B) sales performance reports
C) online questionnaires
D) Web search engines
E) local chambers of commerce

Question 59

You are about to test a theory about decreasing sales in certain markets and their causes. You are involved in what type of research?

A) exploratory
B) descriptive
C) explanatory
D) focus group
E) ethnographic

Question 60

Which of the following is true about a simple random sampling?

A) The researcher uses his or her judgment to select people who appear to best fit the requirements of the sample.
B) Convenience is the key determinant of who participates.
C) Respondents help identify other respondents for the sample.
D) Every member of the population is included in the sample.
E) Each member of the population has an equal chance of being included in the sample.

Question 61

The research question should be defined in the first step of the marketing research process.

Question 62

A nominal scale is of very limited usefulness in analyzing data.

Question 63

Members of focus groups are recruited using specific criteria.

Question 64

Refer to the scenario below to answer the following questions.
Jason West, owner of A-1 Cleaning, began his enterprise in 2009. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason saw a decline in demand for office cleaning. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service, prior to building his competitive advantage.
Jason developed a research plan. First, he gathered competitor information, primarily through pamphlets and Web sites and also from a few phone calls, to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
In this scenario, which of the following is an example of primary data?

A) the list of local corporations from the Chamber of Commerce
B) competitor information gleaned from pamphlets
C) responses to the 75 surveys
D) the names of the 75 companies that received surveys
E) competitors' Web sites

Question 65

Focus groups use no moderator to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.

Question 66

Quantitative research is essentially survey research.

Question 67

Exploratory research is also known as causal research.

Question 68

A marketer is more likely to conduct applied research than pure research.

Question 69

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ sample to collect your data.

A) simple random
B) skip interval
C) stratified
D) snowball
E) convenience

Question 70

In marketing terms, a consumer insight is an understanding a consumer has about a product or service.

Question 71

Cookies are small files containing certain personal information sent from a Web server to a consumer's computer to be accessed the next time a consumer visits a particular Web site.

Question 72

Syndicated research provides a company with primary data.

Question 73

To make positioning decisions, a marketer can use results from virtual shopping environments.

Question 74

Refer to the scenario below to answer the following questions.
Jason West, owner of A-1 Cleaning, began his enterprise in 2009. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason saw a decline in demand for office cleaning. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service, prior to building his competitive advantage.
Jason developed a research plan. First, he gathered competitor information, primarily through pamphlets and Web sites and also from a few phone calls, to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
Of the 141 companies on the list, Jason chose to survey only 75 of them. Jason sent surveys to small companies and large companies. If Jason selected survey recipients randomly from the groups of small companies and large companies, he was using a ________.

A) simple random sample
B) snowball sample
C) convenience sample
D) stratified sample
E) quota sample

Question 75

The traditional data-collection methods of telephone, door-to-door, and mail are giving way to Internet-based marketing research.

Question 76

Results from a nonprobability sample can be used to describe the characteristics of the sample and of the population.

Question 77

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?

A) internal databases
B) external databases only
C) company reports only
D) marketing intelligence
E) the Internet

Question 78

Refer to the scenario below to answer the following questions.
Jason West, owner of A-1 Cleaning, began his enterprise in 2009. Jason's primary focus had been on office cleaning for large corporations. But in recent months Jason saw a decline in demand for office cleaning. Surprisingly, the competitive environment appeared relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must have been doing something to attract his customers. Building a competitive advantage seemed to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service, prior to building his competitive advantage.
Jason developed a research plan. First, he gathered competitor information, primarily through pamphlets and Web sites and also from a few phone calls, to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey.
Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed.
Jason wanted to better understand how his customers assess service quality. This is an example of a ________.

A) marketing research problem
B) research question
C) research design
D) research plan
E) type of research

Question 79

Each consumer interaction with a company provides data that the company can use to develop consumer insights.

Question 80

The Internet offers comparable research opportunities from nation to nation.