Question 1

Which of the following is a possible explanation for why many businesses are disenchanted with marketing research?

Accepted Answer

All of the options provided (A, B, C, D) are valid reasons why businesses might be disenchanted with marketing research. The cost can be prohibitive (A), communication issues between researchers and management can lead to misunderstandings or misapplications of research findings (B), the inherent unpredictability of human behavior can limit the accuracy of future predictions (C), and the difficulty in quantifying certain research outcomes can make it hard to measure ROI or effectiveness (D).

Question 2

Owen James thinks he has a researchable problem. During the last three years demand for his company's brand of lawn furniture has declined in the Midwest. He wants to know why. His first step should be to:

Accepted Answer

Defining the problem clearly is essential for effective research. It ensures that the research is focused and addresses the specific issue at hand, which in this case is understanding the decline in demand for the company's lawn furniture in the Midwest.

Question 3

The primary advantage of an Internet survey is:

Accepted Answer

The primary advantage of an Internet survey is the flexibility of the multimedia environment, which allows for a wide range of question types, including text, images, and videos, enhancing the survey experience and potentially the quality of the responses.

Question 4

The _____ method of gathering market research provides information about what happens-not why it happens.

Accepted Answer

The observation method focuses on recording or observing specific behaviors or occurrences. It helps in gathering data about what happens in a particular context without delving into the reasons behind those occurrences.

Question 5

Because some subjects selected to be part of a sample will be unavailable, and others will refuse to participate, many marketing research projects actually use _____ samples.

Accepted Answer

Convenience sampling is often used in marketing research projects when some subjects are unavailable or refuse to participate, as it allows researchers to select subjects that are easiest to access.

Question 6

Fairytale Brownies included a survey card in each package of its brownies. If customers answered the open-ended questions and returned the postage-paid reply card within 30 days they were registered in a monthly drawing.

Accepted Answer

This method is considered a convenience sampling because it relies on easy-to-reach participants – those who have already purchased the brownies and are willing to respond to the survey.

Question 7

With six other small business owners, Asa Born was invited to a(n) _____ where the researcher asked the group general questions about how they feel about income tax assistance software. The interview revealed that most small business owners have limited time to learn the programs and would rather hire an accounting service if its price were reasonable.

Accepted Answer

The correct answer is B) focus group because it describes a situation where a researcher gathers a group of people (in this case, small business owners) to discuss and gather insights on a specific topic (income tax assistance software), which is a common method used in qualitative research to understand perceptions and opinions.

Question 8

Mechanical counters and cameras are most likely to be used in connection with the _____ method of doing marketing research.

Accepted Answer

Mechanical counters and cameras are tools typically used in the observation method of marketing research to record consumer behavior or count the number of consumers without directly interacting with them. This method relies on watching and recording actions rather than asking questions or conducting experiments.

Question 9

Gold Love Tokens is a company that manufactures and distributes roses, leaves, and other types of flowers have been dipped in 24K gold. Sales for the last three quarters have been stagnant. During the situation analysis, the owner of the company has tentatively decided that sales of the gold-dipped products have stagnated due to a perception that since gold is expensive, so are the company's products. This tentative supposition is an example of a(n):

Accepted Answer

This tentative supposition is an example of a research hypothesis, which is an educated guess or prediction about the relationship between two variables that can be tested through further research and experimentation.

Question 10

All of the following are used by marketing managers as major information sources EXCEPT:

Accepted Answer

Hypothesis testing is a statistical method used in making decisions using experimental data. It is not a source of information but a tool used to analyze data. Marketing managers use decision support systems, proprietary marketing research projects, marketing information systems, and syndicated services as major sources of information for making informed decisions.

Question 11

The last stage of the marketing research process requires the market researcher to:

Accepted Answer

The answer of The last stage of the marketing research...

Question 12

A _____ sample is one selected in such a way that every member of the universe has an equal chance of being selected.

Accepted Answer

A random sample is defined by the principle that every member of the population has an equal chance of being selected, ensuring unbiased representation.

Question 13

In the marketing research procedure, the situation analysis ordinarily does NOT include:

Accepted Answer

The situation analysis typically involves gathering information from internal sources and relevant external sources but does not usually include interviews with people outside the firm, as it focuses more on internal data, market analysis, and secondary research.

Question 14

Which of the following statements about Radio Frequency Identification (RFID) tags is True?

Accepted Answer

RFID tags can store more information than a barcode, allowing for more detailed tracking and identification of items. Unlike barcodes, RFID tags can contain a wide range of data from serial numbers to detailed product information, and they do not require line-of-sight to be read.

Question 15

Hershey Foods Corp. created a(n) _____ to integrate the enormous amount of data it had gathered as result of the concept and product tests it had run since the 1980s.

Accepted Answer

Hershey Foods Corp. created a data warehouse to integrate the enormous amount of data it had gathered from concept and product tests since the 1980s. A data warehouse is a centralized repository that allows for the storage, retrieval, and management of large amounts of structured data, which fits the description of integrating vast amounts of test data.

Question 16

Companies typically use paper shredders and require a password to enter computer data files to:

Accepted Answer

Companies use paper shredders and password protection to limit competitive intelligence gathering by ensuring sensitive information is not easily accessible to competitors.

Question 17

A manufacturer of a new energy bar wants to determine if it is cost effective to pay for the use of the American Heart Association (AHA) logo on its packaging. The firm has developed two test packages for the product. One package contains the AHA logo; the other does not. A sample of health-conscious consumers (representing the firm's target market) is invited to select an energy bar from a display that contains several competing brands along with the no-logo package. Another sample of consumers is invited to select a health bar from a display that contains several brands and the package containing the AHA logo. This is an example of research using:

Accepted Answer

This scenario describes an experiment because it involves manipulating one variable (the presence of the AHA logo) to observe its effect on consumer choice.

Question 18

A(n) _____ is a form of personal interviewing that allows the researcher to avoid the high costs and other problems associated with door-to-door interviewing.

Accepted Answer

A shopping mall intercept is a method of personal interviewing where researchers approach people in shopping malls to conduct interviews, avoiding the high costs and logistical issues of door-to-door interviewing.

Question 19

Once Robert has planned and conducted the formal investigation to determine how people select which diapers to buy for their infants, his next step in the marketing research process is to:

Accepted Answer

After conducting the formal investigation, the next step in the marketing research process is to analyze the collected data and present the findings in a report to the relevant stakeholders, such as the firm's diaper division manager.

Question 20

Marketing researchers who rely on secondary data risk:

Accepted Answer

Secondary data is collected by someone else, so researchers have no control over the data collection process, which can affect its relevance and accuracy for their specific needs.

Quiz 7: Marketing Research and Market Information