Question 1

A(n)_____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.
A) syndicated vendor
B) research directory
C) marketing research aggregator
D) secondary data provider
E) marketing research compiler

Accepted Answer

This is the definition of a marketing research aggregator

Question 2

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?
A) central-location interviewing facility
B) computer-assisted personal interviewing
C) computer-assisted self-interviewing
D) direct-entry interviewing
E) computer-mediated interviewing

Accepted Answer

This is the definition of computer-assisted personal interviewing.

Question 3

Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joy-stick based steering mechanism.As a part of their research they built graders that included both a steering wheel and joy-stick steering mechanisms,then asked operators to use the machines for a few days.After two days of testing,several of the operators like the joysticks so well that they suggested that the steering wheel be removed to provide better visibility.This would be an example of _____ research.
A) primary
B) secondary
C) dichotomous
D) ethnographic
E) collaborative

Accepted Answer

Information that is collected for the first time for the purpose of solving a particular problem under investigation is called primary data.

Question 4

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:
A) CLT interviews
B) mall intercept interviews
C) e-mail interviews
D) in-home interviews
E) focus groups

Accepted Answer

Marketing researchers are applying computer technology in mall interviewing in several ways.

Question 5

Which type of survey research method involves interviewing people in the common areas of shopping malls?
A) telephone interviews
B) panel surveys
C) mall intercept interviews
D) centralized interviews
E) interactive research

Accepted Answer

This is the definition of a mall intercept interview.

Question 6

When Wilson,a manufacturer of tennis racquets,sent a team of researchers,designers,and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet,what kind of research were they conducting?
A) heuristic
B) primary
C) cohesive
D) random
E) secondary

Accepted Answer

Primary data are information that is gathered for the first time for solving a particular problem.

Question 7

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.
A) A secondary data use plan
B) The research collaborative plan
C) An autonomous director
D) The research design
E) The sampling plan

Accepted Answer

This is the function of the research design,and once approved,the project budget is finalized.

Question 8

A major limitation of the mall intercept interview is:
A) the difficulty of measuring attitudes and opinions
B) the need to interview people standing up
C) its high cost relative to in-home interviews
D) the difficulty of demonstrating new products
E) the difficulty of obtaining a representative sample of the population of interest

Accepted Answer

A mall intercept sample is basically a convenience sample and not necessarily representative of the population as a whole.

Question 9

_____ studies collect data on two different projects using one questionnaire.
A) Piggyback
B) Single-source
C) Synergistic
D) Multi-tiered
E) Dual-coding

Accepted Answer

A piggyback study gathers data on two different projects using one questionnaire and is a cost-saving technique.

Question 10

Research done by ShopLocal.com Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose,to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:
A) a dual-purpose analysis
B) a piggyback study
C) a Siamese twin project
D) a two-for-one integrative study
E) dual experimentation

Accepted Answer

Piggyback studies collect data on two different projects using one questionnaire.

Question 11

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.
A) heuristic oriented
B) survey research
C) experiments
D) observation research
E) single-source research

Accepted Answer

Survey research takes several forms and is the most popular method for gathering primary data.

Question 12

The research design specifies:
A) follow-up procedures for the research
B) the information that will be found
C) how the final report will be written
D) how the information gathered will be used to predict external environmental changes
E) the research questions to be answered

Accepted Answer

The research design specifies which research questions must be answered,how and when the data will be gathered,and how the data will be analyzed.

Question 13

Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups Community Trust was collecting _____ data.
A) primary
B) ethnographic
C) consensual
D) secondary
E) collaborative

Accepted Answer

Primary data is information collected for the first time.

Question 14

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions.What is the most likely reason for using primary data?
A) this information was already freely available to all interested parties
B) the value of the research is unrelated to sample size
C) the information can be collected quickly and at low cost
D) the information will fit the university's needs exactly since it will be collected specifically for this study
E) it will benchmark consumers' interest in grading equipment

Accepted Answer

Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.

Question 15

Levi Strauss & Co.recently introduced its new Totally Slimming jeans.The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles.Instead they wanted jeans that were comfortable while covering-up problem areas,and showing off their figures.Levi's used this _____ data as the basis for designing this new line of jeans.
A) primary
B) secondary
C) dichotomous
D) convenience
E) ethnographic

Accepted Answer

Primary data are information that is gathered for the first time for solving a particular problem.

Question 16

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.
A) primary
B) secondary
C) dichotomous
D) observation
E) convenience

Accepted Answer

This is the definition of primary data.

Question 17

What is the chief advantage of primary data?
A) low cost compared to secondary data
B) relevance to the problem at hand
C) availability to any interested party for use
D) accessibility through computerized databases
E) avoiding interviewer biases

Accepted Answer

Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.

Question 18

In-home personal interviews:
A) offer high-quality data at high cost
B) offer the ability to obtain high-quality data at low cost
C) are becoming increasingly more popular
D) are less expensive than mall intercepts
E) offer information of moderate quality,but at a low cost

Accepted Answer

The cost of interviewer time and mileage is high,but these interviews yield high-quality information.

Question 19

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:
A) gather data from Standard & Poor's General Information File
B) develop a mail survey to study your primary market
C) employ studies done by the Federal Trade Commission
D) make sure you locate Internet information by using a search engine
E) ask the National Industrial Conference Board for its latest study

Accepted Answer

Primary data are information collected for the first time and are used to gain a better understanding of a particular problem.

Question 20

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?
A) telephone interview
B) mail questionnaire
C) mall intercept interview
D) observation study
E) laboratory test

Accepted Answer

A mall intercept allows demonstration of the product,and the others do not.A laboratory test is not a type of survey.

Quiz 9: Decision Support Systems and Marketing Research

A(n) _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Which type of survey research method involves interviewing people in the common areas of shopping malls?

When Wilson,a manufacturer of tennis racquets,sent a team of researchers,designers,and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet,what kind of research were they conducting?

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.

A major limitation of the mall intercept interview is:

_____ studies collect data on two different projects using one questionnaire.

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

The research design specifies:

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions.What is the most likely reason for using primary data?

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

What is the chief advantage of primary data?

In-home personal interviews:

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?