Question 1

Ethnographic research is a form of experimental research because it is conducted without any preconceptions.

Accepted Answer

Ethnographic research is the study of human behavior in its natural contexts and is a form of observation research.

Question 2

In a probability sample,every element in the population has a known statistical likelihood of being selected.

Accepted Answer

In a probability sample, every element in the population has a known chance of being selected, making it a representative sample. This can be achieved through random sampling or other probability-based techniques. This is in contrast to non-probability sampling, where the likelihood of each element being selected is unknown and may not be representative of the population.

Question 3

The quality of secondary data should never be questioned.

Accepted Answer

The quality of secondary data may pose a problem,so researchers should ask: Who gathered the data?Why were the data obtained? What methodology was used? and so on.

Question 4

Marketing research has one use for management: It improves the quality of decision making.

Accepted Answer

It also helps managers trace problems,helps managers focus on keeping existing customers,alerts managers to marketing trends,and helps them better understand the marketplace.

Question 5

A marketing research company has hired Anu to evaluate the quality of service in a chain of local restaurants.Anu enters the restaurant posing as a customer.She pretends she has an allergy to gluten,a common component of baked goods.She asks if the menu can accommodate this special need and reports back to the research company about the level of service she received.Anu is working as a mystery shopper.

Accepted Answer

Anu's role as a "mystery shopper" involves anonymously evaluating the quality of service provided by the local restaurants, and one of the ways she is doing this is by posing as a customer with a specific dietary restriction.

Question 6

The first step in the marketing research process is to identify and formulate the problem/opportunity.

Accepted Answer

The first step in the marketing research process is indeed to identify and formulate the problem or opportunity, so that the research can be focused and targeted towards addressing that specific issue.

Question 7

The most popular technique for gathering primary data is by observation.

Accepted Answer

The most popular technique for gathering primary data is survey research.

Question 8

To save money on marketing research,a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of primary data.

Accepted Answer

This is describing secondary data,which are data previously collected for any purpose other than the one at hand.

Question 9

The three roles of marketing research are persuasive,reminder,and informative.

Accepted Answer

The three roles are descriptive,diagnostic,and predictive.

Question 10

Once adequate amounts of data have been collected,the researcher should present the report.

Accepted Answer

The data must be analyzed and interpreted before a meaningful report can be prepared.

Question 11

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

Accepted Answer

Experimental research occurs when the researchers alters one or more variables.This is an example of observational research.

Question 12

The last step in the marketing research process is to prepare and present the report.

Accepted Answer

The last step is follow up.

Question 13

Measurement error occurs when a sample somehow does not represent the target population.

Accepted Answer

This is the definition of sampling error.Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.

Question 14

Compared to the personal interview,the telephone interview costs less,but cost is rapidly increasing due to respondent refusals to participate.

Accepted Answer

The statement is true as it states that telephone interviews cost less than personal interviews but the cost is increasing due to respondent refusals.

Question 15

A true marketing decision support system is interactive,flexible,discovery-oriented,and accessible.

Accepted Answer

A true marketing decision support system should be interactive, allowing for user input and customization, flexible in its ability to adapt to changing data and environments, discovery-oriented in uncovering insights and patterns, and accessible to those who need to use it.

Question 16

Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.The information gathered would be an example of primary data.

Accepted Answer

Since Stuart Marketing Research is gathering information specifically for the purpose of the large manufacturer of gift wrap paper, it is considered primary data.

Question 17

Martina was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Martina has used a random sampling procedure.

Accepted Answer

This describes a convenience sample.

Question 18

The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.

Accepted Answer

In experiments the goal is to hold all variables constant except the variable of interest.

Question 19

Historically,marketing research has been practiced since the late 1800s.

Accepted Answer

Marketing research has been practiced for as long as marketing has existed.For example,the early Phoenicians carried out market demand studies as they traded in the various ports of the Mediterranean Sea.

Question 20

A marketing decision support system (DSS)is an interactive,flexible computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.

Accepted Answer

The statement accurately describes a marketing decision support system (DSS) as an interactive, flexible computerized information system that allows managers to access useful information from their own desks, bypassing the need for information-processing specialists.

Quiz 9: Decision Support Systems and Marketing Research