Question 1

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.

Accepted Answer

Juanita is conducting an experiment to test the effects of two breakfast cereals on different consumer groups, which falls under the category of experimental research.

Question 2

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Accepted Answer

Observational research involves gathering primary data by closely examining relevant people, actions, and situations, making it the correct choice. Survey research involves asking people to complete a questionnaire or interview, telephone interviewing involves conducting interviews over the phone, causal research involves studying cause-and-effect relationships, and group interviewing involves conducting interviews with multiple people at once.

Question 3

Secondary data consist of ________.

Accepted Answer

Secondary data is information that already exists somewhere and has been collected for another purpose. It can be obtained from sources such as government agencies, trade associations, and market research firms. It is a cost-effective and time-efficient way to gather information, but it may not always be completely relevant or accurate for the specific purpose at hand.

Question 4

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________.

Accepted Answer

This method is known as ethnographic research, which involves observing, interacting with, and understanding people in their natural environments to gain insights into their behaviors, attitudes, and needs. It can provide valuable data and perspectives that traditional research methods such as surveys may not uncover.

Question 5

Commercial online databases are rich sources for obtaining ________.

Accepted Answer

Commercial online databases are sources of secondary data, meaning the data has already been collected and compiled for analysis by others. They are not necessarily sources of primary data, which is data collected specifically for a particular research question or project. Customer insights may be gleaned from the data in the database but are not the primary purpose of accessing the database. "Low-level data" and "binary data" are not adequate answer choices as they do not accurately describe the potential information available in commercial online databases.

Question 6

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

Exploratory research is used to gather preliminary information that helps define a problem and suggest hypotheses. Statistical research involves analyzing numerical data to make conclusions about a population. Causal research aims to establish a cause-and-effect relationship between variables. Analytic research involves breaking down a problem into smaller, more manageable components. Descriptive research describes the characteristics of a population or phenomenon.

Question 7

Which of the following is true of ethnographic research?

Accepted Answer

Ethnographic research is an observational research method that involves sending trained observers to interact with and observe consumers in their natural environment. This can include observing how they use a product or service in their daily life, or how they interact with others in a social setting. This type of research is typically qualitative in nature and focuses on gaining a deeper understanding of consumer behavior and attitudes rather than simply collecting numerical data.

Question 8

Which of the following is the objective of causal research?

Accepted Answer

The objective of causal research is to test hypotheses about cause-and-effect relationships.

Question 9

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

Accepted Answer

Ethnographic research involves sending observers to watch and interact with consumers in their natural environments. Group interviewing, survey research, experimental research, and causal research do not involve direct observation and interaction with consumers in their natural environments.

Question 10

Which of the following is true about secondary data?

Accepted Answer

Secondary data is pre-existing data that has been collected by someone else. It can be obtained more quickly and at a lower cost than primary data because it does not require the company to conduct their own research.

Question 11

Information collected from Internet search engines is an example of ________.

Accepted Answer

Information collected from Internet search engines is collected by others and available for public use, making it a clear example of secondary data.

Question 12

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink?

Accepted Answer

Descriptive research is a type of research design that involves collecting and describing data related to the characteristics of a population or phenomenon. In this case, understanding the attitudes of consumers who buy a particular brand of soft drink requires collecting and describing data on various aspects such as their preferences, motivations, and behaviors towards the brand.
Internal research, on the other hand, refers to the data collected by a company or organization about its own operations or customers. While it may be helpful in understanding some aspects of consumer behavior towards the brand, it may not provide a complete picture of the attitudes of all consumers who purchase the brand.
Causal research is used to determine the cause-and-effect relationship between variables. It may not be the most appropriate type of research to understand attitudes towards a particular brand of soft drink.
Exploratory research aims to investigate a problem or issue with the goal of identifying new insights, ideas, or hypotheses. It may be useful in the initial stages of understanding consumer attitudes, but it may not provide enough information to fully describe and understand the attitudes of consumers.
Demographic research focuses on collecting data related to the characteristics of a population, such as age, gender, income, and education. While demographic data may be helpful in understanding consumer attitudes towards a particular brand of soft drink, it may not provide enough information to fully describe and understand those attitudes.
Overall, descriptive research would be the most suitable type of research for understanding the attitudes of consumers who buy a particular brand of soft drink.

Question 13

________ research involves observing customers in a natural context on the Internet.

Accepted Answer

Netnography involves observing customers in their natural context on the internet, for example, observing their behaviors on social media platforms or online communities. Causal research is used to determine the cause and effect relationship between two variables, survey research involves asking participants to answer a series of questions, ethnographic research involves immersing oneself in a cultural setting to understand the way of life, and geomarketing involves using geographic data to understand consumer behavior.

Question 14

The research plan ________.

Accepted Answer

The research plan outlines sources of existing data and spells out the specific research approaches, such as sampling plans and contact methods. It precedes the definition of research objectives and provides direction and focus for the research process. While it may provide some information about competitors, its primary purpose is to guide the research design and methodology.

Question 15

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

Accepted Answer

Descriptive research is most suitable for Beth's objective, as she is aiming to gather information and describe the market potential for her client's new line of sports apparel. Descriptive research involves collecting and analyzing data in order to describe a phenomenon or population.

Question 16

Which of the following is true with regard to gathering secondary data?

Accepted Answer

Internet search engines such as Google can be useful sources of relevant secondary data.

Question 17

Which of the following is a valid source of secondary data?

Accepted Answer

Internet search engines are a valid source of secondary data as they provide access to a vast amount of information and data from various sources such as government reports, academic journals, and industry publications. Personal letters and correspondence, ethnographic research, direct surveys, and interviews are all examples of primary data sources.

Question 18

Primary data consist of ________.

Accepted Answer

Primary data refers to information that is collected for the specific purpose at hand. It is original data that has not been collected before and is obtained through research methods such as surveys, interviews, and observations. Primary data is unique to the project or study and is collected specifically to answer research questions or objectives.

Question 19

Which of the following is a disadvantage of using secondary data?

Accepted Answer

Relevant secondary data can be difficult to locate, as it may be dispersed across various sources and may not be specifically tailored to the researcher's needs.

Question 20

Ramona Adams, a marketing manager working in an American firm, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Ramona is involved in ________ research.

Accepted Answer

Ramona is conducting a causal research because she wants to test the effects of the price drop on the sales of the product.

Quiz 4: Managing Marketing Information to Gain Customer Insights