Deck 8: Marketing Research: From Information to Action

Question 1

Blackberry is considering entering the television industry,and Ken,in the marketing department,conducts some basic research to get an initial understanding of the industry.Which type of research is Ken conducting?

A)descriptive research.
B)preliminary research.
C)exploratory research.
D)primary research.

Answer 1

C

Question 2

During the 2012 SuperBowl,there was a power black-out at the stadium that caused a thirty minute delay of the game.During this period,Nabisco,Tweeted the picture and comment: "You can still dunk in the dark" referring to dunking Oreo cookies in milk.This Tweet was then re-Tweeted and Favourited several thousand times.Which aspect of social media allowed Nabisco to measure the response to their Tweet?

A)social media offers infinite survey
B)social media allows real-time responses and feedback
C)social media has infinite panel
D)social media reveals 'hidden' insights

Answer 2

B

Question 3

All of the following are unique ways market researchers are using social media,except:

A)data mining for trend identification
B)uncover and test new ideas
C)conduct primary research
D)customer relationship marketing analytics

Answer 3

D

Question 4

Neuromarketing measures brain activity using either probes connected to the brain or an MRI.One of the main reasons for using neuromarketing research is to:

A)increase interviewer bias
B)reduce interviewer bias
C)eliminate interviewer bias
D)correct respondent bias

Question 5

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions to improve an organization's marketing activities is called:

A)market decision analysis.
B)statistical analysis.
C)marketing research.
D)SWOT analysis.

Question 6

Alex works for RBC where he is trying understand whether the bank should be open on Sundays,in order to compete with CIBC.Which department is Alex likely a part of?

A)advertising
B)sales
C)publicity
D)marketing research

Question 7

Marketing research attempts to identify and define both marketing _____ and _______.

A)weaknesses; threats
B)strategies; programs
C)problems; opportunities
D)segments; target markets

Question 8

The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying.Samsung is conducting which activity?

A)social listening
B)data mining
C)corporate espionage
D)product development

Question 9

The nature of the problem should determine the type of marketing research conducted.Which one of the following is NOT a basic type of marketing research?

A)descriptive
B)exploratory
C)causal
D)correlative

Question 10

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.This is an example of:

A)primary research
B)causal research
C)descriptive research
D)exploratory research

Question 11

Magazines,radio stations,and television stations almost always do ___________ research to identify the characteristics of audiences.

A)primary
B)causal
C)descriptive
D)exploratory

Question 12

Profiling product purchasers (e.g.,the Canadian shopper at the health food store),describing the size and characteristics of markets (e.g.,the Canadian pizza restaurant market),detailing product usage patterns (e.g.,ATM usage by Canadian bank customers),or outlining consumer attitudes toward particular brands (e.g.,Canadian attitudes toward national,private,and generic brands)are collectively known as which type of research?

A)primary research
B)causal research
C)descriptive research
D)exploratory research

Question 13

There are various costs associated with conducting surveys.Which of the set represents the correct ascending (least expensive to most expensive)order of cost per completed survey?

A)mail; online; telephone; personal interview
B)personal interview; mail; telephone; online
C)online; mail; telephone; personal interview
D)personal interview; online; telephone; mail

Question 14

When the Dairy Farmers of Canada conducted initial research on milk consumers,it discovered that many believed milk was too fattening and too high in cholesterol.The association felt that these beliefs might be related to the overall decline in milk consumption in Canada.To test this assumption,the association ran a television advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet.In its tracking studies,it found that the ad campaign did change consumer attitudes toward milk,which,in turn,was related to a subsequent increase in milk consumption.This is an example of __________ research,followed up by _________ research.

A)primary; secondary
B)causal; descriptive
C)descriptive; causal
D)exploratory; causal

Question 15

The Dairy Farmers of Canada,an association representing dairy producers in the country,wanted to discover why milk consumption was declining in Canada.The marketing manager for this association decided they should first:

A)hire a consultant.
B)engage in marketing research.
C)spend more dollars on advertising.
D)hire more salespeople.

Question 16

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.After that,they ran a new ad campaign for several weeks,which asked interested viewers to call a 1-800 number for more information.They carefully tracked the number of calls to this number.This is an example of __________ research,followed up by _________ research.

A)primary; secondary
B)causal; descriptive
C)descriptive; causal
D)exploratory; causal

Question 17

By using social media to focus on unmet customer needs,it enables marketers to focus on:

A)product innovation
B)developing products only wanted by a small market group
C)tailoring content
D)those customers who are the 'loudest'

Question 18

A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location,in order to understand which products to carry.This research is referred to as:

A)primary research
B)causal research
C)descriptive research
D)exploratory research

Question 19

Compared to traditional market research,using social media research is:

A)less expensive
B)more expensive
C)they both cost the same
D)you cannot compare the costs between the two, they are too different

Question 20

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales.This farmer is undertaking what type of research?

A)primary research
B)causal research
C)descriptive research
D)exploratory research

Question 21

Using data provided by the Canadian census to understand the demographics of a particular market is known as

A)primary data.
B)secondary data.
C)census data.
D)demographic data.

Question 22

A general rule of thumb among marketing researchers is to use _____ first and then collect _____.

A)external secondary data; internal secondary data
B)internal primary data; external primary data
C)primary data; secondary data
D)secondary data; primary data

Question 23

According to research conducted by Canadian cultural anthropologists,Canadians place a high importance on personal relationships.This leads them to be extremely reluctant to buy through an impersonal medium like a telephone.For an insurance company that was hoping to sell insurance through telemarketers,this research would be an example of:

A)an objective.
B)external secondary data.
C)an assumption.
D)internal data.

Question 24

The retail mall owner told the marketing researcher,"We have the option of staying open late twice a week,or opening up an hour early every day.We need to know which will be most profitable since we cannot do both.The decision must be made in 11 weeks,and we only have $10,000 budgeted for this research project." In which stage of the marketing research process would this statement have been made?

A)Define the problem.
B)Formal Research design.
C)Data collection and analysis.
D)Conclusions and report.

Question 25

Statistics Canada completes the census of Canada once every decade,which gives detailed information on Canadian households.This service provides:

A)primary data.
B)non-probability sampling tools.
C)internal secondary data.
D)external secondary data.

Question 26

The notion of whether the research measured what was intended to be measured is referred to as:

A)validity
B)measurability
C)reliability
D)objectivity

Question 27

Impiric is an integrated marketing solutions company.Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product,Impiric always suggests the marketing research process begins with:

A)determining the target market.
B)deciding how much time and money the client is willing to spend.
C)defining the problem.
D)defining the alternatives and uncertainties.

Question 28

Oreo Cookies conducts an online panel to understand potential product changes for an existing buying group.The company asks the panel to rate aspects of the product that are:

A)known to be important to the buyers
B)unknown to the buyers
C)new product features
D)new product benefits

Question 29

All of the following are examples of internal secondary data EXCEPT:

A)Nielsen ratings reports for Ontario purchased by an organization.
B)an organization's income statement and balance sheet for 2001.
C)customer lists generated by an organization's marketing information system.
D)studies conducted three years ago by the firm's market research department.

Question 30

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from sampling,it was able to announce that 14.1 percent of all Americans lacked health care insurance in 2001.A health care organization doing research on patient non-payment would refer to this information as _____ data.

A)proprietary
B)primary
C)secondary
D)observational

Question 31

A researcher recently published findings that suggested: "shoppers are five times more likely to buy red clothing over any other colour." Three of the researcher's peers conducted an identical study,but could not conclude the same result,within significant error allowances.This suggests the study as an issue with:

A)validity
B)measurability
C)reliability
D)objectivity

Question 32

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the problem,its publisher developed a formal research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer describe the publisher's action?

A)Why fix something that is not broken? The magazine was still attracting some advertisers.
B)It made a big deal out of a small decline - a few copy changes would have been enough.
C)The approach it took was too complicated and costly to provide an effective solution to the problem.
D)It took a systematic approach to marketing research.

Question 33

After defining the problem,the next step in the marketing research process is:

A)formal research design.
B)evaluate the results.
C)data analysis and collection.
D)conclusion and report.

Question 34

A researcher stands at a traffic light and counts the number of cars that make left turns.These findings will be used to determine if an 'advanced green' needs to be installed.What form of research is being conducted?

A)internal secondary data.
B)external secondary data.
C)primary data.
D)observational data.

Question 35

When a marketing researcher uses a collection of reports,financial statements,and surveys from different departments within her firm,she is using:

A)primary data.
B)internal secondary data.
C)external secondary data.
D)sensitivity analysis.

Question 36

Which of the following is NOT a step in the marketing research process?

A)Problem definition.
B)Formal research design.
C)Take marketing actions.
D)Data collection and analysis.

Question 37

Joe Carson,the owner of Carson Sailboats,is concerned about slumping sales.Sales so far this year are 40 percent below last year's sales.Joe is concerned.He starts doing some research on the Internet to see if there are any trends he can identify to explain the slump.He then talks to several other people in the industry to get their opinions.Joe is conducting _______ research.

A)secondary
B)preliminary
C)exploratory
D)causal

Question 38

All of the below are considered basic techniques of exploratory research except:

A)secondary data analysis
B)focus groups
C)depth interviews
D)primary research

Question 39

While a university student,you need to complete a research project on the beverage consumption habits of Canadians.You head into your campus library,where you have special access to research reports compiled by Financial Post,Gartner,and Deloitte.This data is called

A)proprietary
B)external primary
C)external secondary
D)internal primary

Question 40

Each of the following is an example of external secondary data EXCEPT?

A)a survey by the Economic Research Service of the Canadian.Department of Agriculture
B)government statistics from the Department of Commerce
C)an organization's financial statements
D)specialized online computerized databases such as Nexus or CompuServe

Question 41

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to have a prediction of how successful its sales efforts will be.One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance.Their conversation was recorded and later analyzed to determine if there were any differences between customers from different countries.This was an example of a(n):

A)experiment.
B)mechanical observation.
C)focus group.
D)research variable.

Question 42

The Toronto Blue Jays professional baseball team wanted to develop creative ways to boost sagging attendance at their ball games.The Jays hired a moderator who,after every home game during the month of July,led informal discussions with groups of six to ten fans to find out what they did and did not like about the baseball team.The discussions were tape recorded and videotaped so that researchers could review the data at a later date and in more detail.What are such informal research discussions called?

A)experiments
B)secondary data
C)focus groups
D)research variables

Question 43

When compared with telephone and mail surveys,which of the following is NOT a characteristic of individual interview surveys?

A)most expensive because of interviewer's time and travel expenses
B)greatest ability to probe and ask complex questions
C)greatest opportunity for interviewer bias
D)greatest difficulty in establishing rapport with the respondent

Question 44

Information provided by one firm on household demographics and lifestyle,purchases,TV viewing behaviour,and responses to promotions is called:

A)multi-source data.
B)marketing research data.
C)single source data.
D)online data.

Question 45

When marketers decide to use surveys to ask questions,they make each of the following assumptions EXCEPT:

A)the right questions are being asked.
B)people will answer according to how they hope the marketers want them to respond.
C)people will understand the questions being asked.
D)people know the answers to the questions.

Question 46

Coca-Cola is considering getting into the smartphone market.John,who is in their marketing department,conducts a detailed interview with leading research on smartphones.This activity is referred to as:

A)a depth (or individual) interview.
B)an experiment.
C)a focus group.
D)small group dynamics.

Question 47

Shelly,the manager of a large grocery store,was concerned.She had received complaints from several customers who said they had been treated rudely by clerks at the store.In order to determine whether or not her clerks were indeed rude,Shelly hired a team of marketing researchers.The researchers posed as customers shopping in the store,but were actually taking notes and recording the actions of the store clerks.Later,Shelly reviewed those notes.The research notes Shelly reviewed were a form of _____ data.

A)secondary
B)developmental
C)primary
D)national

Question 48

Observing people and asking them questions are two ways to obtain:

A)primary data.
B)internal secondary data.
C)external secondary data.
D)experimental independent variables.

Question 49

Which survey type is usually biased because those likely to respond have had especially positive or negative experiences with a given product,service,or brand?

A)telephone
B)personal interviews
C)focus groups
D)mail

Question 50

Canada's military ran informal sessions in cities across Canada to find out what images should appear in the Army's next recruitment campaign.These groups of eight or nine individuals aged 18-24 responded to questions posed by a group leader regarding their opinions on reality in military ads.This is an example of a:

A)focus group.
B)consumer panel.
C)jury of executive opinion.
D)Likert scale interview.

Question 51

Marketing Works,a market research firm located in Anchorage,Alaska,specializes in providing marketing information to retail stores around the world.The employees at Marketing Works perform a variety of services for and provide a wide range of information to their clients.For example,they collect data on consumer demographics,purchase behaviour,lifestyle,and responses to sales promotions.Finally,the Marketing Works employees analyze,interpret,and interrelate the data they have collected and provide retailers with market-related information.Marketing Works is an example of a firm that offers:

A)single source data.
B)informational data services.
C)technological data services.
D)outsource data services.

Question 52

Two important advantages of secondary data are:

A)they are inexpensive and up-to-date.
B)they are up-to-date and supply all relevant categories of information.
C)they are usually inexpensive and save time.
D)they are tailor-made to your specifications and relatively inexpensive.

Question 53

"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:

A)it is a leading question.
B)it is actually two questions in one.
C)it is a nonexhaustive question.
D)it has no relevance.

Question 54

McGraw-Hill,a publishing company,sponsors an informal one-time-only session with seven university instructors who use a given textbook.The instructors meet to discuss the textbook,its study guide,and the product's competition.This is an example of a:

A)jury of executive opinion.
B)consumer panel.
C)focus group.
D)Likert scale interview.

Question 55

A supermarket placed diapers,beer,and potato chips together,and observed significant increases in the sales of all three.Which tool was likely used by the supermarket to reach the conclusion to place all three products together?

A)data mining
B)primary research
C)secondary research
D)single source data

Question 56

Someone making the statement,"Before we begin this project,we'll have to hire someone to interview people to find out how many people in a 50-mile radius could use our service,what their average income is,and what their occupations are." is preparing to:

A)collect primary data.
B)collect internal secondary data.
C)collect external secondary data.
D)perform a sensitivity analysis.

Question 57

Marketing data services offer single source data,which is information provided by a single firm on household demographics and lifestyle,purchases,TV viewing behaviour,and:

A)magazine and newspaper subscription rates.
B)recreational activities like tennis and golf.
C)responses to promotions like coupons and free samples.
D)attendance at church, theatre, and the like.

Question 58

Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada.They are considering making some design changes to baby cribs because they recognize that most parents eventually pass on their old crib to relatives who have new children.They asked four parents and their corresponding relatives,who engaged in this 'hand-me-down' activity,to the head office to discuss what would they want to see in a new crib edition,one specifically focused for those that hand cribs down to their relatives.Cribs 'R Us is engaging in what type of activity?

A)a depth (or individual) interview.
B)an experiment.
C)a focus group.
D)small group dynamics.

Question 59

A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text.The professor meets to discuss the textbook,its study guide,and the product's competition.This is an example of a(n):

A)depth (or individual) interview.
B)experiment.
C)focus group.
D)small group dynamics.

Question 60

Which survey is most expensive because of the interviewer's time and travel expenses?

A)telephone
B)personal interview
C)focus groups
D)mail

Question 61

As marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

A)manipulating the independent variable of sales and assessing the impact by measuring the dependent variable of satisfied customers of health services
B)manipulating the independent variable of salespeople assigned to a territory and assessing the impact by measuring the dependent variable of sales of health services
C)manipulating the independent variable of sales and assessing the impact by measuring the dependent variable of sales people of health services
D)manipulating the independent variables of sales and salespeople and assessing the impact by measuring the dependent variable of satisfied customers of health services

Question 62

A marketer sends out a newsletter to one group that has the sent address of '[e-mail].' This marketer sends out the same newsletter to another group that has the sent address of '[e-mail].' The researcher is attempting to determine the differences in response and open rates based on which address the newsletter is sent from.What is the marketer engaging in?

A)questionnaire data.
B)nonprobability sampling.
C)an experiment.
D)a panel.

Question 63

An experimenter had people choose the sweeter juice from two containers,a red one and a yellow one.The respondents expressed a definite preference although the juice was exactly the same.The experimental independent variable was the:

A)sweetness of the juice.
B)relative temperature of the beverages.
C)colour of the containers.
D)decision task.

Question 64

An experiment involves the manipulation of a(n)_________ variable.

A)independent
B)dependent
C)experimental
D)primary

Question 65

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period.This information was most likely gathered by using which type of question?

A)open-ended
B)dichotomous
C)holistic
D)evaluative

Question 66

The type of question you are answering right now is an example of a(n)_____ question.

A)Likert scale
B)fixed alternative
C)dichotomous
D)open-ended

Question 67

A test market for a new Kellogg's cereal is an example of a(n):

A)hypothesis generation.
B)deviation test.
C)experiment.
D)observational data creation.

Question 68

"Have you been to a dentist within the past six months? __ Yes __ No?" is an example of which type of question?

A)Likert scale
B)semantic differential
C)dichotomous
D)open-ended

Question 69

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of a closed-ended question that might have been asked?

A)Why would you want to shop at a store that carries plus-size clothing?
B)In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C)Would you be interested in buying the Torrid merchandise on the Internet?
D)What type of person would shop at Torrid?

Question 70

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30,a great deal of information was gathered to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of an open-ended question that might have been asked?

A)Do you wear a size 14 or larger dress?
B)How old are you?
C)Would you shop at a store that only sold plus-size clothing?
D)What is your self-image?

Question 71

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

A)Likert scale
B)fixed alternative
C)dichotomous
D)open-ended

Question 72

The question,"How many meals will you eat in restaurants in the next year?" is an example of a(n):

A)leading question.
B)two questions in one.
C)question with nonexhaustive answers.
D)unanswerable question.

Question 73

What type of question is the following? Check your degree of agreement with the following statement:
"Marketing is an interesting subject."
( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

A)Likert scale question
B)semantic differential scale question
C)dichotomous question
D)open-ended question

Question 74

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a _____ question.

A)Likert scale
B)fixed alternative
C)dichotomous
D)semantic differential

Question 75

What kind of questions are the following? "Place an X in the space that describes your feelings about this test."
Easy __ __ __ __ __ __ __ Difficult
Fair __ __ __ __ __ __ __ Unfair

A)Likert scale question
B)semantic differential scale question
C)dichotomous question
D)open-ended question

Question 76

"Why do you attend university?" is an example of which type of question?

A)Likert scale
B)fixed alternative
C)dichotomous
D)open-ended

Question 77

The following question that appears on a questionnaire,"Did you serve any healthy,nutritious meals last week?" is most likely an example of a(n):

A)leading question.
B)two questions in one.
C)question with nonexhaustive answers.
D)unanswerable question.

Question 78

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

A)leading question.
B)a combination of two questions in one.
C)question with non-exhaustive answers.
D)unanswerable question.

Question 79

Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off Blue Book price for any four-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any four-wheel-drive vehicle at Blue Book price.The offer was what is called the experimental independent variable.Whether it was cold or rained when any of the commercials ran is an extraneous independent variable.How many people responded to each type of offer is called the ___,and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

A)marketing variable
B)dependent variable
C)market potential variable
D)observational variable

Question 80

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

A)the results are often more accurate
B)the tests are cheaper to administer
C)the tests can be completed remotely
D)the results are the same, but the test is cheaper to administer