Question 1

ABC Company has decided to use mail questionnaires to collect data.This method has all the following advantages EXCEPT which one?

Accepted Answer

The statement "has an average response rate" is not a unique advantage of using mail questionnaires because other survey methods may also have an average response rate. The other options listed are valid advantages of using mail questionnaires.

Question 2

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

The aim of customer relationship management (CRM) is to maximize customer loyalty by building and improving relationships with customers.

Question 3

Which of the following has the highest rating for speed of data collection and compilation?

Accepted Answer

Internet surveys have the highest rating for speed of data collection and compilation due to their ability to reach a large audience quickly and process responses automatically.

Question 4

What are the two main types of research instruments used to collect primary data?

Accepted Answer

The two main types of research instruments used to collect primary data are questionnaires and mechanical devices, such as sensors or cameras. Surveys and samples are methods of data collection, not instruments. Focus groups and online databases are other methods of collecting data, but not instruments. Online panels and experiments are also methods of data collection, but not instruments. Personal interviews can be a type of questionnaire and online marketing research can use questionnaires or other digital instruments, but neither are specific types of research instruments.

Question 5

Which of the following contact methods has the poorest response rate?

Accepted Answer

Mail surveys typically have the poorest response rate as they are more likely to be ignored or discarded compared to other methods.

Question 6

Which of the following is NOT a disadvantage of telephone interviews?

Accepted Answer

Telephone interviews allow interviewers to explain questions and probe more deeply, which is an advantage, not a disadvantage.

Question 7

Researchers generally need to ask three questions when developing a sampling plan.Which of the questions below is one of these three?

Accepted Answer

The question "How should participants be chosen (sampling procedure)?" is one of the three essential questions that researchers need to ask when developing a sampling plan. The other two questions are: "What population should be sampled?" and "How large should the sample be?"

Question 8

After a research instrument is selected,the next step in the marketing research process is ________.

Accepted Answer

Implementing the research plan comes after selecting the research instrument.

Question 9

Which of the following contact methods is generally the LEAST flexible?

Accepted Answer

Mail is generally the least flexible contact method as it requires physical delivery and response times can vary greatly. Telephone, internet surveys, online panels, and personal contact methods offer more flexibility in terms of immediacy and the ability to easily adjust the survey approach or questions.

Question 10

Which of the following is the best advice about creating research questionnaires?

Accepted Answer

Using simple and direct language in research questionnaires helps to ensure that respondents understand the questions being asked and are able to answer accurately. This also helps to avoid confusion and misinterpretation of the questions.

Question 11

Typically,customer information is buried deep in separate databases,plans,and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Accepted Answer

Customer relationship management (CRM) software can integrate and organize customer data from various sources into a central database, making it easier to access and analyze. This can improve customer understanding and relationship management. Other options mentioned in the question (A, B, D, E) are not directly related to addressing the problem of disparate customer data sources.

Question 12

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Accepted Answer

Individual interviewing allows for follow-up questions and for the researcher to clarify difficult questions, making it more flexible than other forms of research. It also provides an opportunity to show products and advertisements directly to the participant.

Question 13

The most common research instrument used is the ________.

Accepted Answer

Questionnaires are widely used as a research instrument because they are cost-effective, can collect a large amount of data quickly, and can be easily distributed either in person, by mail, or online.

Question 14

Online focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.

Accepted Answer

Online focus group interviewing is a qualitative research tool because it aims to gather detailed information and insights into the attitudes, opinions, and behaviors of consumers, rather than numerical data or statistical trends. Qualitative research methods are particularly useful for exploring complex, nuanced, and context-specific phenomena, and for generating new hypotheses and theories about consumer behavior.

Question 15

What is a major drawback of probability sampling?

Accepted Answer

Probability sampling can be time consuming because it involves a systematic process to ensure that every member of the population has an equal chance of being selected, which can require more time and resources to implement properly.

Question 16

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to ________.

Accepted Answer

With a small sample size, it is difficult to generalize the results to the entire population. A larger sample size is required for better representation and accurate results.

Question 17

Which of the following is NOT an advantage of Web-based research?

Accepted Answer

Web-based research may not provide complete control over who the respondents are, as participants may not always accurately represent the target population.

Question 18

A consumer is most likely to be paid a small fee for participating in which of the following?

Accepted Answer

A focus group interview is a type of market research where a small group of people (usually 6-10) are gathered to discuss a particular product or topic. As this type of research requires more time and effort from the participant, they are usually paid a small fee for their time and contributions. On the other hand, telephone, mail-in, or internet surveys can be completed relatively quickly and easily, so participants may not receive any compensation. Observational interviews are also unlikely to result in payment, as the participant is simply being observed, not providing input or feedback.

Question 19

Which of the following is a disadvantage of online focus groups?

Accepted Answer

Online focus groups may have difficulty controlling who participates and ensuring that they accurately represent the target population. Other options are incorrect as they do not accurately describe a disadvantage of online focus groups.

Question 20

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

Accepted Answer

Interpreting and reporting the findings is not a problem that should be anticipated during the implementation phase, as it is a later stage in the research process. The other options (A,B,C, and E) are all potential problems that could occur during implementation.

Quiz 4: Managing Marketing Information