Question 1

________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.

Accepted Answer

Tachistoscopes are devices used to flash an image or text for a short duration of time, typically less than one second, to test perception and cognitive abilities. This makes them the best choice for flashing an ad with an exposure interval that may range from less than one hundredth of a second to several seconds. Audiometers are used for testing hearing, polygraphs for detecting deception, GPS systems for navigation, and galvanometers for measuring electrical current.

Question 2

________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.

Accepted Answer

Audiometers are used to measure the audience's television viewing habits by recording when the television is on and to which channel it is tuned.

Question 3

After collecting the relevant information, the next step in the marketing research process is to ________.

Accepted Answer

The answer of After collecting the relevant information, the next...

Question 4

After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, the researchers ________.

Accepted Answer

After computing averages and measures of dispersion and applying advanced statistical techniques and decision models, the researchers present findings that are relevant to major marketing decisions facing management. This is the natural next step in the research process, as the goal of data collection and analysis is often to inform decision-making. Options A, C, D, and E are all part of the earlier stages of the research process, such as problem definition, data collection, and research planning.

Question 5

Which of the following statements about audiometers is true?

Accepted Answer

Audiometers are devices used to measure how much television is watched and what is being watched in participating homes. They automatically record when the TV is on and the channel it is tuned to, providing valuable data for audience measurement without requiring manual input from viewers.

Question 6

A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Accepted Answer

A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware used by organizations to gather and interpret relevant information from business and the environment. This information is then used as a basis for marketing action. Marketing metrics are quantitative measures used to assess marketing performance, whereas marketing channel systems refer to the channels through which a company distributes its products or services. Marketing research systems are used to gather and analyze data on customers, competitors, and the market. Database management systems are used to store, organize, and manage data. While all of these systems are relevant to marketing, the definition best fits a marketing decision support system.

Question 7

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.

Accepted Answer

Quality ratios, salesperson satisfaction rates, retailer satisfaction indices, and customer feedback surveys are not directly related to measuring marketing productivity. Marketing metrics, on the other hand, provide a quantitative way to evaluate the effectiveness of marketing efforts. Marketing-mix modeling is another approach to measure marketing productivity that involves analyzing data on different marketing variables to determine their impact on sales or other outcomes.

Question 8

Which of the following is an advantage of online research?

Accepted Answer

The answer of Which of the following is an advantage...

Question 9

________ measure the interest or emotions aroused by exposure to a specific ad or picture.

Accepted Answer

The answer of ________ measure the interest or emotions aroused...

Question 10

Which of the following is one of the key disadvantages of online market research?

Accepted Answer

Online research may suffer from small and skewed samples since it is limited to those who have access to the internet and are willing to participate.

Question 11

The ________ phase of marketing research is generally the most expensive and the most prone to error.

Accepted Answer

The data collection phase of marketing research can be the most expensive because it involves actually gathering information from consumers or other sources. It is also prone to error because the data may be collected in a biased or incomplete way if proper precautions are not taken.

Question 12

Which of the following is an advantage of personal interviews?

Accepted Answer

Personal interviews allow the interviewer to record additional observations about the respondent such as body language, which can provide richer and more nuanced data compared to other survey methods. However, personal interviews can be expensive and interviewer bias can still exist. Participants may also feel constrained in terms of time and may not feel comfortable responding candidly in a face-to-face setting.

Question 13

________ are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization.

Accepted Answer

Marketing dashboards are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization. Marketing dashboards provide an at-a-glance view of key performance indicators and metrics important to the organization. They allow management to quickly identify trends and patterns, and make informed decisions about marketing initiatives.

Question 14

If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.

Accepted Answer

The answer of If a marketing researcher wishes to reach...

Question 15

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Accepted Answer

The answer of All of the following are considered to...

Question 16

Why do firms employ two or three research methods?

Accepted Answer

Employing multiple research methods increases the confidence the firm can have in the results. By using different methods, the firm can corroborate their findings and ensure their accuracy.

Question 17

According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.

Accepted Answer

Laddering is a market research technique that involves asking a series of increasingly more specific "why" questions to reveal consumer motivation and deeper, more abstract goals. It helps marketers understand the emotional and psychological reasons that underlie consumer behavior.

Question 18

Thailand's Boon Rawd Brewery conducted a brand personification study and found that Leo, a local beer, was perceived to have a mature personality that values Thai heritage. Singha, another local beer, was perceived as having an international Thai personality - someone who is modern and proud to be a Thai, and yet a citizen of the world with international ambitions. Heineken was viewed as the Master European Brewer, while Chang, a low-cost beer targeted at the rural market, had no clear brand personality. Which of the following qualitative research approaches relates to the approach described above?

Accepted Answer

The approach described is brand personification, which is a qualitative research approach that involves giving human characteristics to a brand to understand how consumers perceive it. The study conducted by Boon Rawd Brewery is an example of this approach, as they studied the perceived personalities of different beer brands. The other options, projective techniques, visualization, laddering, and brand architecture, are different qualitative research approaches that focus on different aspects of consumer behavior and perception.

Question 19

Which of the following is considered to be the most versatile of all the contact methods?

Accepted Answer

Personal interviews allow for a range of questioning styles and provide the opportunity for in-depth exploration of topics, making them the most versatile of all the contact methods. They also allow researchers to observe the participants and their environment, which can provide valuable insights.

Question 20

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

Accepted Answer

Intercept interviews involve approaching and stopping people in public places to request an immediate interview. This is in contrast to arranged interviews, which are planned in advance with specific participants, and group interviews, which involve multiple participants in a group setting. Structured and behavioral interviews refer to the format and types of questions used in interviews, but do not necessarily relate to the method of recruitment.

Quiz 4: Conducting Marketing Research and Forecasting Demand