Question 1

The main focus of a marketing information system is on:

Accepted Answer

The answer of The main focus of a marketing information...

Question 2

Marketers of Jolt Cola implemented a telephone survey to determine the effectiveness of a recent advertising campaign.One of the questions the interviewer asked was, 'Have you ever heard of a cola with twice the caffeine of regular colas?' This is an example of a(n) __________ question.

Accepted Answer

The question only allows for two possible responses (yes or no), making it a dichotomous question. Open-ended questions allow for a variety of responses and do not limit the participant's answer, multiple-choice questions offer several options for the participant to choose from, imperative questions are commands, and declarative statements are statements, not questions.

Question 3

Although telephone surveys can be conducted very quickly, a major limitation is:

Accepted Answer

A major limitation of telephone surveys is that only a small portion of the population likes to participate in them. This can create biased results if the respondents differ significantly from the overall population being studied.

Question 4

In the process of conducting marketing research, marketers should allow for:

Accepted Answer

Continual evaluation of the data during the entire collection period allows marketers to make adjustments and ensure the research is on track, improving the quality and relevance of the findings.

Question 5

The final step in the marketing research process is:

Accepted Answer

The final step in the marketing research process is reporting the research findings to the relevant stakeholders. This includes presenting the results in a clear and concise manner, highlighting key findings and insights, and providing recommendations for future action. The other options listed all occur earlier in the research process.

Question 6

Which of the following survey methods has the potential to offer a quick response at a lower cost than traditional mail and telephone surveys?

Accepted Answer

Online surveys have the potential to offer a quick response at a lower cost than traditional mail and telephone surveys due to the ease of distribution, lower printing and postage costs, and the ability to automate data collection and analysis.

Question 7

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping.This item would be an example of a(n) __________ question.

Accepted Answer

As the question asks respondents to provide their own words and opinions, it is an open-ended question.

Question 8

A framework for gathering and managing information from sources both inside and outside an organisation is referred to as:

Accepted Answer

The definition given in the question is describing a marketing information system, which is an organised framework for collecting, storing, and managing data and information gathered from multiple sources (both internal and external) to support decision-making in marketing and other business areas. Options A, D, and E are not relevant to the description given, while option C refers to the set of variables (product, price, promotion, and place) that a marketer can control to create a desired response from their target market.

Question 9

If marketing researchers are interested in observing group interactions during an informal, unstructured and open-ended data collection process, they should use:

Accepted Answer

A focus group interview allows marketing researchers to observe group interactions in an informal, unstructured, and open-ended manner as participants are encouraged to freely discuss their thoughts and opinions on a particular topic or product. This method provides valuable insights into consumer behavior and attitudes.

Question 10

City Chic, a retail clothing store chain, wants to use observation methods to gather information about shopping behaviour.Which of the following should City Chic know about observation methods of data collection?

Accepted Answer

Observation can only indicate what is being done, but not the reasons behind the behaviour. It is a useful method for gathering objective data about shopping behaviour, such as how long customers spend in the store, what products they look at, and which ones they purchase. However, it cannot provide insights into why customers make those choices.

Question 11

Marketing researchers typically favour __________ because they are extremely flexible.

Accepted Answer

Personal interviews are favored by marketing researchers because they allow for flexibility in questioning, probing, and adapting to the respondent's answers, providing richer and more detailed data.

Question 12

If Earth Choice laundry liquid managers want to know what percentage of customers examines product labels before making a product selection in the supermarket, it can best gain this information through:

Accepted Answer

Observation allows managers to directly see how many customers examine product labels in a natural setting, providing accurate data on customer behavior.

Question 13

Which of the following characterises a marketing information system (MIS)?

Accepted Answer

A marketing information system (MIS) is a continuous and systematic process of gathering, analyzing and interpreting marketing data to help businesses make informed decisions. It provides a continuous flow of information about various aspects of the marketing environment, including distribution costs, prices, sales, and advertising expenses, among others. Option A is incorrect because an MIS includes routine reporting systems. Option C is incorrect because an MIS is not conducted on a special-project basis but rather is an ongoing process. Option D is incorrect because an MIS primarily involves external information collection about customers and the market.

Question 14

Cameras and counting machines are used most often in:

Accepted Answer

Cameras and counting machines are commonly used in observation studies to gather data on behavior or events. They are useful for capturing objective and accurate data without the influence of a human observer.

Question 15

Corporate executives often prefer marketing research findings to be put into a report:

Accepted Answer

Corporate executives usually have limited time and prefer to receive research findings that are clear, concise, and easy to understand. A report that is too technical and full of statistical analysis may be overwhelming for them. It is important to present the information in a way that highlights the key findings and their implications in a straightforward manner.

Question 16

Which of the following basic survey methods is the least expensive method if there is an adequate response rate?

Accepted Answer

Online surveys are generally the least expensive method as there are no printing or postage costs involved. Additionally, with a high enough response rate, the cost per survey response can be very low.

Question 17

When a market researcher uses ethnographic techniques, they are engaging in:

Accepted Answer

Ethnographic techniques involve observing consumers in their natural environment to gain insights into their behavior and preferences. Therefore, the correct answer is observation. The other options are not ethnographic techniques.

Question 18

The manager of an IGA is interested in asking consumers what they think about the store's new layout and expanded produce selection.If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?

Accepted Answer

The answer of The manager of an IGA is interested...

Question 19

According to the text, __________ interpretation focuses on what is typical or what deviates from the average.

Accepted Answer

Statistical interpretation uses measures of central tendency and variability to identify what is typical or average, as well as what deviates from the norm. Descriptive interpretation simply describes the data without making any comparisons or identifying patterns, while exploratory interpretation focuses on generating hypotheses and identifying relationships between variables. Secondary and primary interpretation are not standard terms in data analysis.

Question 20

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Accepted Answer

Data analysis and statistical techniques are utilized to help draw conclusions during the interpreting research findings step in the marketing research process.

Quiz 4: Marketing Research and Information Systems