Question 1

After defining the problem and developing the research plan,the next step in the five-step marketing research approach is to

Accepted Answer

After developing the research plan, the next step is to collect relevant information through research methods such as surveys, focus groups, secondary research, and observational research. This information is necessary to gain insights into the problem and answer research objectives.

Question 2

The facts and figures related to the problem are referred to as __________.

Accepted Answer

The answer of The facts and figures related to the...

Question 3

The method of __________ involves generalizing the results from the sample to much larger groups of distributors,customers,or prospects to help decide on marketing actions.

Accepted Answer

Statistical inference involves making conclusions about a population based on sample data using probability theory. This can be used in marketing research to generalize results from a sample of distributors, customers, or prospects to a larger population to inform marketing actions. Option A (nonprobability sampling) and option B (probability sampling) refer to sampling techniques, not methods of generalizing results, while option C (extrapolation) refers to extending trends or patterns from existing data, which may not involve probability theory. Option E (criteria sampling) is a specific type of sampling technique, which also does not involve generalizing results to the population.

Question 4

GI Design is a small studio that designs and builds items such as fountains and tabletops made from copper.Greg,the owner,wanted to know how to increase sales and profits,so he developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and décor and the appropriate price for these items.He decided to interview representative designers as part of his approach.Greg was engaged in __________,the third step of the five-step marketing research approach.

Accepted Answer

Collecting relevant information involves gathering data from primary and secondary sources. In this case, Greg is collecting primary data through interviews with landscape architects and interior designers to determine their preferences and appropriate price points for copper furnishings and décor.

Question 5

Drawing conclusions about a population from a sample taken from that population is referred to as

Accepted Answer

Drawing conclusions about a population from a sample taken from that population is referred to as statistical inference.

Question 6

All of the following are sources of primary data EXCEPT:

Accepted Answer

Government publications are considered secondary data because they were collected and published by someone else, rather than the researcher collecting it themselves. The other options are all sources of primary data that are collected directly by the researcher.

Question 7

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

Accepted Answer

The researcher is using data that already exists within her own firm, making it internal secondary data. Primary data would be newly collected data specific to the researcher's study, while external secondary data would come from sources outside of the firm. Sensitivity analysis refers to a statistical method of testing the robustness of research findings, and probability data refers to data related to the likelihood of an event occurring.

Question 8

All of the following are examples of marketing input data EXCEPT:

Accepted Answer

Billing records are not typically considered marketing input data as they relate to financial transactions rather than marketing activities. The other options listed are all examples of inputs that marketers might use to inform their strategies and decision-making.

Question 9

Penningtons Superstore,which specializes in plus-size fashions for women,wanted to determine if it should add a line of plus-size junior wear.The following statement reflects which step in the five-step marketing research approach?: "To compare the effectiveness of offering products for the teenage market in our current stores versus opening separate stores targeted directly to this market,let's distribute questionnaires to current shoppers and solicit their opinions,set up some focus groups with plus-size teens,and locate any relevant secondary research."

Accepted Answer

The answer of Penningtons Superstore,which specializes in plus-size fashions for...

Question 10

Secondary data are the

Accepted Answer

Secondary data are pre-existing facts and figures that have been previously recorded and are being used for the current project. Examples of secondary data include government reports, academic studies, industry publications, and company records.

Question 11

Secondary data can be divided into two parts-_________ and _________.

Accepted Answer

Secondary data can be further categorized as internal and external data. Internal secondary data refers to data that is generated within the organization, such as sales reports, customer databases, and financial statements. External secondary data refers to data that is collected from sources outside the organization, such as government publications, industry reports, and market research studies conducted by third-party firms.

Question 12

Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be

Accepted Answer

Drawing conclusions about every woman who wears a size 14 or larger in a zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger is an example of statistical inference, where we use sample data to make inferences or draw conclusions about the population parameters.

Question 13

The two main types of data are

Accepted Answer

The two main types of data are primary and secondary. Primary data is collected directly from the source, while secondary data is already collected and published by someone else. The other answer choices do not accurately describe the two main types of data.

Question 14

Facts and figures that have already been recorded before the project at hand are referred to as

Accepted Answer

Secondary data is information that has already been collected, recorded, and analyzed by someone else. This can include statistics, reports, and research studies. Primary data, on the other hand, is data that is collected by the researcher specifically for the project at hand. Empirical data and observational data both refer to data that is collected through direct observation or experimentation. Demographic data specifically refers to data related to the characteristics of a particular population, such as age, gender, and income level.

Question 15

Children's accessory and toy store Red Carpet Baby! uses U.S.Census Bureau information to determine the number of families with children under age 5 for each state in its market area.Data obtained from this source are called __________.

Accepted Answer

The data obtained from the U.S. Census Bureau is not proprietary to Red Carpet Baby!, meaning it is not unique or exclusive to the company. Additionally, Red Carpet Baby! did not collect this data themselves through research or surveys, making it secondary data.

Question 16

Primary data refer to

Accepted Answer

Primary data refers to facts and figures that are newly collected for a project at hand. This can be done through various methods such as surveys, interviews, observations, and experiments. It is often considered more accurate and relevant than secondary data, which refers to information that has already been recorded prior to the project.

Question 17

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention.By examining information gathered from a national sample of 600 respondents throughout the U.S.,it was able to announce that 14.1 percent of all Americans lacked healthcare insurance.To make this statement,the Centers for Disease Control and Prevention had to use

Accepted Answer

The National Health Interview Survey used a statistical inference to estimate the percentage of Americans who lacked healthcare insurance based on the data collected from a national sample of 600 respondents. Statistical inference is a technique used to make generalizations about a larger population based on a smaller sample. Therefore, D is the best choice.

Question 18

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

Observing people and asking them questions are both examples of primary data collection methods. Primary data is data that is collected firsthand and is therefore the most reliable and accurate type of data for research purposes. External secondary data refers to data that has been collected by someone else and is being used for research purposes, while internal secondary data refers to data that has been collected within the organization or company being researched. Experimental independent variables refer to the variable being manipulated in an experiment, and nonprobability data refers to data collected without the use of random sampling techniques.

Question 19

Data refers to the

Accepted Answer

Data refers to facts and figures related to the problem that are divided into two main parts: secondary data and primary data. This definition of data is the most widely accepted and commonly understood definition in the business world. Option A refers to psychographics, Option B refers to demographics, Option D refers to external sources, and Option E refers to internal opinions.

Question 20

Facts and figures that are newly collected for a project at hand are referred to as

Accepted Answer

Primary data are facts and figures that are collected for the first time for a specific project or research question. This can be done through surveys, experiments, observations, or other methods of data collection. Primary data are unique to a particular study and are often more accurate and reliable than secondary data, which are data collected by someone else or for another purpose.

Quiz 7: Marketing Research: From Customer Insights to Actions