Question 1

A sign at a Tokyo hotel once read,"You are invited to take advantage of the chambermaid," and a dry cleaner in Majorca urged passing customers to "drop your pants here for best results." These are examples of ________ in global markets that international market researchers must consider.

Accepted Answer

The answer of A sign at a Tokyo hotel once...

Question 2

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children.Rather than survey all 254 parents,the operator took the list of parents' names and,starting with the third parent's name,surveyed every twelfth parent.What type of sampling did the daycare operator use?

Accepted Answer

The daycare operator used systematic sampling because she started with the third parent and then surveyed every twelfth parent thereafter, which is a systematic pattern.

Question 3

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard and a dress shirt.She asked if Barry had the time to answer a few questions about the shirt.After Barry examined the shirt,the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt.Barry participated in a(n)________.

Accepted Answer

Barry was approached in a public setting (shopping mall) and asked to participate in a survey which is commonly referred to as a "mall intercept" study. This type of research involves intercepting people in public places such as shopping malls, airports, or parks to gather their opinions on certain products or services.

Question 4

Will has eight puppies.He is concerned his puppies may be infected with parvo,a disease that is deadly in young dogs unless diagnosed and treated early.The cost of the test to determine if a dog has parvo is $59.Unfortunately,Will cannot afford to have all of his puppies tested.However,if one dog tests positive,then Will can assume that all the puppies are infected.If the tested puppy is not infected,then Will can assume that his puppies are healthy.The veterinarian has suggested that Will reach into the pen where the dogs stay and pick up the first puppy that walks into his hand.What kind of sampling technique is the vet suggesting Will use?

Accepted Answer

The answer of Will has eight puppies.He is concerned his...

Question 5

A sports entertainment company wants to research how Canadians spend their free time.It is preparing a survey that will be used in all of Canada,including the province of Quebec.Unlike Canadians from other provinces,the people of Quebec primarily speak French.The researchers are planning to use English and French versions of the survey.In preparing the surveys,they should use ________.

Accepted Answer

Back translation is a method used for translating research studies, surveys, or questionnaires into a different language. In this case, the researchers would first create the survey in English and then have it translated into French. They would then have a different translator translate the French back into English to ensure that the meaning of the questions has not been lost in translation. This method would ensure the survey questions are accurately translated into both languages.

Question 6

A survey about pet ownership used a sample derived from people who visit a website and register.This sample would lack ________ because not everyone has Internet access.

Accepted Answer

The sample from people who visit a website and register would lack representativeness because it does not include people who do not have internet access. This means that the sample may not accurately represent the population of pet owners.

Question 7

A trained researcher was paid to visit a home with three preschoolers every day for two weeks to observe the children's bath time.This is an example of ________.

Accepted Answer

This scenario describes an ethnographic research method where a researcher is engaging in observation in a naturalistic setting over a period of time. Ethnography is a qualitative research method commonly used in anthropology, sociology, and education to gain a deeper understanding of cultures and social groups.

Question 8

Six women were invited to participate in a discussion on motels,hotels,and resorts.A discussion leader first asked them what differentiated motels,hotels,and resort accommodations.Then she asked them to identify all the amenities they expect to find in overnight accommodations.These six women and their group leader participated in a(n)________.

Accepted Answer

The given scenario describes a group discussion that involves a group leader and six participants who are expressing their opinions and expectations about different types of accommodations. This type of research method is called a focus group. The purpose of a focus group is to gather qualitative data by encouraging participants to engage in open and free-flowing discussions about a specific topic under the guidance of a moderator. Therefore, the best choice in this scenario is E: focus group.

Question 9

A company did a comprehensive examination of how pit crews in an auto race work to quickly get a racecar into the pit area,gas the car,perform other maintenance,and get the car back on the track.The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing.The company conducted a(n)________.

Accepted Answer

The company conducted a case study by examining the teamwork techniques used by pit crews in an auto race and seeing if they could adapt them to speed up their order processing.

Question 10

Over the course of one day,researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data is an example of descriptive research using ________.

Accepted Answer

A cross-sectional design involves gathering data at a single point in time and is commonly used for descriptive research. In this case, the researchers gathered data on the number of out-of-state cars parked in the outlet mall parking lot at two specific points in time (10 a.m. and 4 p.m.), making it an example of cross-sectional design. The other options (a hierarchical format, latitudinal tracking, a longitudinal design, and ethnography) do not accurately describe the type of research design used in this scenario.

Question 11

Every six months,Doug is asked to fill out a survey which asks when he expects to buy a new vehicle and what type and model he plans to purchase.Doug,along with a group of consumers with similar buying habits,has been participating in this survey for the last eight years.The gathering of this quantitative data is an example of descriptive research using ________.

Accepted Answer

The survey conducted every six months over the course of eight years indicates a longitudinal design, as it follows a group of individuals over an extended period of time to track changes in behavior or attitudes. The other options do not accurately describe this study.

Question 12

Prior to setting up its Thanksgiving Turkey Hotline,a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In research terms,this company conducted ________.

Accepted Answer

The company conducted one-on-one discussions, which refers to face-to-face interviews, to determine the questions it should be prepared to answer on its Thanksgiving Turkey Hotline. Therefore, the correct research term is face-to-face interviews.

Question 13

As part of her summer job,Martina was instructed to collect data from ten people to determine how they felt about a number of political issues,including socialized medicine,food stamps,and educational vouchers.She asked her father,grandfather,mother,brother,two uncles,and four sorority sisters to answer the survey questions.Marina used a ________ sample.

Accepted Answer

Martina used a convenience sample because she selected people who were easily accessible to her, such as family members and friends, rather than using a random or systematic method.

Question 14

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

Accepted Answer

The categorization of a sample as a probability or nonprobability sample is based on its representativeness, or how well it reflects the characteristics of the population from which it was drawn. Probability samples are those in which every member of the population has a known, nonzero chance of being selected, while nonprobability samples are those in which the selection of members is not based on random selection and may not accurately represent the population. Validity, responsiveness, flexibility, and reliability may be important considerations in evaluating a sample, but they do not determine whether it is classified as probability or nonprobability.

Question 15

When Gap,Inc.was developing the concept for its chain of Old Navy stores,the company gave employees who fit the desired Old Navy customer profile $200 apiece.They set them loose on a shopping spree,and then interviewed them about what they purchased so these products would be on the Old Navy shelves when the stores opened.Gap,Inc.utilized what format of participant sampling?

Accepted Answer

The company gave employees who fit the desired Old Navy customer profile $200 apiece and set them loose on a shopping spree. This type of sampling methodology is nonprobability sampling.

Question 16

Research design falls into the two broad categories of secondary research and primary research.

Accepted Answer

This statement is true. Research design can either involve secondary research, which involves analyzing existing data, or primary research, which involves collecting new data through methods such as surveys or experiments.

Question 17

An independent grocer who wants to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

Accepted Answer

The answer of An independent grocer who wants to know...

Question 18

A city hired a research company to survey spring break vacationers to learn about this market.One of the questions asked was,"If you were able to hang out on the beach with any celebrity,who would she or he be?" This type of question is a means for gathering ________.

Accepted Answer

This type of question is subjective and open-ended, asking for personal opinions and preferences. Therefore, it would generate qualitative data.

Question 19

A syndicated research report is an example of a secondary data source.

Accepted Answer

A syndicated research report is a type of secondary data source, as it is produced by a third party and made available for purchase or use by other organizations. Primary data sources, on the other hand, involve collecting new data through surveys, interviews, or other methods.

Question 20

Exploratory research is typically large scale and more expensive than other research techniques.

Accepted Answer

Exploratory research is actually a less formal and less expensive approach to research compared to other methods such as descriptive or experimental research. Exploratory research is often used to generate ideas or hypotheses for further research.

Quiz 4: Market Research