Question 1

Businesses may need to adjust their data collection methods for primary research in foreign countries since some methods do not easily transfer across national borders.

Accepted Answer

Different countries have varying cultural norms, legal restrictions, and technological access levels, which can affect the feasibility and effectiveness of certain data collection methods for primary research.

Question 2

In interpretive research, the researcher first spends an extensive amount of time studying the culture, and for that reason, the studies often are called _____ studies.

Accepted Answer

Ethnographic studies involve researchers immersing themselves in a culture to understand it from an insider perspective, which aligns with the description given.

Question 3

Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

Accepted Answer

Test marketing can be costly due to the expenses associated with producing and marketing the product on a smaller scale before a full launch. Additionally, it can inadvertently reveal the company's plans to competitors, as they can observe and analyze the test marketing efforts.

Question 4

Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting?

Accepted Answer

Interpretative research involves observing customers in their natural settings and then evaluating their behavior based on an understanding of the social and cultural characteristics of that setting. This method seeks to understand how people interact with products or services within their cultural and social context.

Question 5

Which of the following data collection methods is considered as the best means for obtaining detailed information about consumers?

Accepted Answer

Personal interviews are considered the best means for obtaining detailed information about consumers because they allow for in-depth discussions, observation of non-verbal cues, and immediate follow-up questions based on responses.

Question 6

You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. ​
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Your focus group sessions are an example of which of the following types of research?

Accepted Answer

Exploratory research is used to gather preliminary information that will help define problems and suggest hypotheses. Focus group sessions, like the ones described, are a common method used in exploratory research to understand the needs and wants of a target audience, in this case, Hartford residents.

Question 7

Erica is a marketing researcher involved in improving retail store layouts. She would like to know the order in which various types of products are purchased by customers. She also wants to find out what type of assistance is required by the customers while purchasing products. The best method for Erica to collect this data would be by:

Accepted Answer

Observation is the most direct method for Erica to understand the order in which products are purchased and the type of assistance customers require. It allows her to see firsthand how customers navigate the store and interact with products and staff.

Question 8

_____ remain the most common method for conducting primary research outside the United States.

Accepted Answer

Face-to-face interviews are often the most common method for conducting primary research outside the United States due to various factors such as lower internet and telephone penetration rates in some regions, cultural preferences for personal interaction, and the importance of establishing trust in a research context.

Question 9

What is test marketing? What are the challenges associated with test marketing new products?

Accepted Answer

The answer of What is test marketing? What are the...

Question 10

Which of the following is true of focus groups used by marketers to gather primary data?

Accepted Answer

Focus groups are valuable for exploratory research and help in generating new product ideas by gathering qualitative insights from participants through discussions.

Question 11

Mail surveys and telephone interviews are the most common methods for conducting primary research in developing countries.

Accepted Answer

Face-to-face interviews and focus groups are often more common in developing countries due to challenges with mail delivery systems and lower telephone penetration rates.

Question 12

Describe the three principal methods used by researchers to collect primary data.

Accepted Answer

The answer of Describe the three principal methods used by...

Question 13

Which of the following methods used for conducting primary research gathers information by encouraging the participants to engage in a discussion on a predetermined topic?

Accepted Answer

Focus groups are a primary research method that gathers information by encouraging participants to engage in a discussion on a predetermined topic, allowing researchers to collect qualitative data on participants' attitudes, experiences, and behaviors.

Question 14

Survey methods used in marketing research for collecting primary data involve the:

Accepted Answer

Questionnaires are a common survey method used in marketing research to collect primary data directly from consumers, including demographic information.

Question 15

Ethnographic studies involve researchers spending time studying culture.

Accepted Answer

Ethnographic studies involve researchers immersing themselves in a community or group to observe and study their culture, practices, and interactions firsthand.

Question 16

_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.

Accepted Answer

Test marketing is the process of introducing a new product to a limited market to gauge its performance before a full-scale launch.

Question 17

Focus groups elicit information from the customers through a question-and-answer format.

Accepted Answer

Focus groups gather information through group discussions rather than a strict question-and-answer format.

Question 18

Interpretive research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.

Accepted Answer

Interpretive research focuses on understanding phenomena through the meanings that people assign to them, making it suitable for studying consumer behavior in different cultural contexts where cultural influences significantly impact consumer expectations.

Question 19

Mitch is a marketing consultant and works with an attorney to provide insight about how potential jurors view his cases. Mitch typically assembles a small group of 8-12 individuals from the county and presents relevant information about the legal case. He then guides them in a discussion to learn about their opinions. The group sessions are typically recorded and last about 2 hours. What type of research method best characterizes this research?

Accepted Answer

Mitch's method of assembling a small group to discuss and provide opinions on a topic, with the sessions being recorded, is characteristic of a focus group. This method is used to gather insights and attitudes about specific subjects from a selected group of people through guided discussions.

Question 20

McBurgers plans to introduce a new line of fish sandwiches to 15 stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?

Accepted Answer

Test marketing involves introducing a new product or service to a limited geographical area or demographic to evaluate its market potential and performance before a wider launch. McBurgers is using this approach by introducing the fish sandwiches to 15 stores to assess their success before considering a nationwide launch.

Quiz 10: Marketing Research