Question 1

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large.Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?
telephone surveys
personal interviews
Internet surveys
mail surveys
focus group interviews

Accepted Answer

The answer of Tasoula Jeannopoulos has a limited budget for...

Question 2

As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research.Which of the following are you most likely to recommend your clients do?
informally interview existing and potential customers and ask them what they think
monitor competitors' media
expansively evaluate how many and what kind of customers the competition has
hire additional staff to observe extensively
socialize with suppliers

Accepted Answer

The answer of As a small business consultant, you recommend...

Question 3

Malaya Ramirez is organizing marketing research in Central American countries for a large Canadian corporation that is interested in expanding its market.The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents.Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market?
make sure that the survey includes both open-end and closed-end questions
decide whether to focus on primary or secondary data
determine which type of research instrument to use
have the questionnaire translated back into English to check for accuracy
determine whether to focus on descriptive or causal objectives

Accepted Answer

The answer of Malaya Ramirez is organizing marketing research in...

Question 4

You want to find out whether Canadians between 18 and 40 years of age tend to vote Liberal and whether Canadians between 41 and 70 tend to vote Conservative.You will most likely use a ________ to collect your data.
simple random sample
mechanical device
stratified random sample
cluster sample
convenience sample

Accepted Answer

The answer of You want to find out whether Canadians...

Question 5

Why is it important for the statement of the problem and the research objectives to guide the entire research process?

Accepted Answer

The answer of Why is it important for the statement...

Question 6

You have decided to use only open-end questions on your survey.Which of the following questions would be found on your survey?
Do you like chocolate?
What is your gender?
Do you work full- or part-time?
What do you like about your school?
In what month do you plant your garden?

Accepted Answer

The answer of You have decided to use only open-end...

Question 7

When do marketers need marketing research?

Accepted Answer

The answer of When do marketers need marketing research?...

Question 8

You have decided to run for a local political office.You want to hand-deliver campaign materials in person to the homes of voters.Explain how marketing intelligence plays a role in this scenario.

Accepted Answer

The answer of You have decided to run for a...

Question 9

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?
people meters
checkout scanners
questionnaires
eye cameras
MRI scans

Accepted Answer

The answer of Loft Industries sells roof trusses to contractors...

Question 10

Wendy's came out with a new hamburger and released it in two different cities with two different price points.Marketers at Wendy's then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering.This is an example of ________.
observational research
survey research
ethnographic research
experimental research
descriptive research

Accepted Answer

The answer of Wendy's came out with a new hamburger...

Question 11

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.
causal
experimental
secondary
survey
exploratory

Accepted Answer

The answer of You want to observe how often consumers...

Question 12

Juanita Petino operates a dress shop in a suburban mall.Her research budget is very small, so she uses low-cost or no-cost methods to gather research data.One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result.Juanita is using ________ to gather data for marketing decisions.
informal surveys
experiments
guess work
logic-directed research
secondary sources

Accepted Answer

The answer of Juanita Petino operates a dress shop in...

Question 13

Maryann Reimer is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly.Which contact method should Maryann select?
mail questionnaires
telephone interviews
individual interviews
focus group interviews
online panels

Accepted Answer

The answer of Maryann Reimer is conducting research to determine...

Question 14

Explain why exploratory research, descriptive research, or causal research would be most useful for determining whether shoppers on the East Coast are more sensitive to a price increase for laundry soap than shoppers on the West Coast are.

Accepted Answer

The answer of Explain why exploratory research, descriptive research, or...

Question 15

Briefly explain the following statement: "Too much information can be as harmful as too little."

Accepted Answer

The answer of Briefly explain the following statement: "Too much...

Question 16

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store.This is an example of ________.
secondary research
survey research
ethnographic research
experimental research
descriptive research

Accepted Answer

The answer of Walmart sends a trained observer to watch...

Question 17

Maria Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets.As Maria plans her research in 30 different countries, upon which of the following is she LEAST likely to rely?
free secondary data
translators
primary data collected for the purpose of her research
the same process as domestic researchers
personal interviews

Accepted Answer

The answer of Maria Hooper is conducting marketing research for...

Question 18

Michelle Phaneuf is a customer service agent for a national car rental business.She has access to the company's intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers.Which of the following is this access most likely to enable Michelle to do during interactions with customers?
analyze primary data
use data mining techniques
share information with value-network members
reward customer loyalty with an upgrade or discount
evaluate marketing intelligence

Accepted Answer

The answer of Michelle Phaneuf is a customer service agent...

Question 19

For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________.
traffic-flow patterns in specific areas
informal surveys of customers
past sales data
competitors' advertisements
options for repackaging the company's products

Accepted Answer

The answer of For a small business manager deciding where...

Question 20

Nathan Eguakun 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 a source of primary data that Nathan might use?
Yankelovich's Monitor
commercial online databases
online questionnaires
web search engines
local chambers of commerce

Accepted Answer

The answer of Nathan Eguakun owns a regional chain of...

Quiz 5: Managing Marketing Information to Gain Customer Insights

Why is it important for the statement of the problem and the research objectives to guide the entire research process?

You have decided to use only open-end questions on your survey.Which of the following questions would be found on your survey? Do you like chocolate? What is your gender? Do you work full- or part-time? What do you like about your school? In what month do you plant your garden?

When do marketers need marketing research?

You have decided to run for a local political office.You want to hand-deliver campaign materials in person to the homes of voters.Explain how marketing intelligence plays a role in this scenario.

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm? people meters checkout scanners questionnaires eye cameras MRI scans

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. causal experimental secondary survey exploratory

Explain why exploratory research, descriptive research, or causal research would be most useful for determining whether shoppers on the East Coast are more sensitive to a price increase for laundry soap than shoppers on the West Coast are.

Briefly explain the following statement: "Too much information can be as harmful as too little."

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store.This is an example of ________. secondary research survey research ethnographic research experimental research descriptive research

For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________. traffic-flow patterns in specific areas informal surveys of customers past sales data competitors' advertisements options for repackaging the company's products