Question 1

If researchers used the absolute minimum size to generate a sample of a population of 100,000, what would be the minimum sample size?

Accepted Answer

The minimum sample size for a population of 100,000 can be calculated using a formula for sample size determination. For a large population, a sample size of around 200-400 is often considered sufficient to achieve a reasonable level of accuracy and confidence, assuming a confidence level of 95% and a margin of error of 5%.

Question 2

Harley-Davidson decided that research was needed to determine whether to invest in an expansion program. What is this called?

Accepted Answer

A research objective is a clear, concise statement about what the research aims to achieve, such as determining whether to invest in an expansion program.

Question 3

If you drew names from a hat containing all the names of the students in your school, what kind of sampling would that be?

Accepted Answer

Drawing names from a hat is an example of a probability sample because each student has an equal chance of being selected, which is a key characteristic of probability sampling.

Question 4

What is the major drawback of using a focus group for collecting research data on customers' purchase motives?

Accepted Answer

Focus groups typically involve a small number of participants, which can limit the reliability and generalizability of the data collected.

Question 5

What is the biggest risk in using online surveys?

Accepted Answer

The biggest risk in using online surveys is the validity of information, as respondents may provide inaccurate or dishonest answers, affecting the reliability of the data collected.

Question 6

What is the main advantage of the telephone interview versus an online survey to find out about customer service issues from bank customers?

Accepted Answer

The answer of What is the main advantage of the...

Question 7

What type of research helps decide whether to go ahead with producing an expensive, novel ad campaign?

Accepted Answer

Focus groups are used to gather in-depth insights into consumer reactions and feelings about a new concept, such as an ad campaign, before committing to full-scale production.

Question 8

What is the primary advantage of using an online survey to get feedback from customers of an e-business?

Accepted Answer

Online surveys are cost-effective and quick to administer, allowing businesses to gather feedback efficiently.

Question 9

The potential for more honest responses occurs in which type of survey?

Accepted Answer

Mail surveys allow respondents to answer questions in private and at their own pace, which can lead to more honest responses compared to face-to-face or telephone interactions.

Question 10

You are asking customers, via your company's website, to participate in a survey regarding customer service. The questions have predetermined answers. What is this type of questioning called?

Accepted Answer

A structured format involves predetermined answers, allowing for consistent data collection and analysis.

Question 11

A group of ten people was brought together to discuss among themselves and a moderator the level of service provided by a local cable television provider. What type of research is this?

Accepted Answer

A focus group involves a small group of people discussing a specific topic under the guidance of a moderator, which matches the scenario described.

Question 12

According to research conducted by the Marketing Research and Intelligence Association, high refusal rates for telephone interviews are due to

Accepted Answer

Mugging, which stands for "marketing under the guise" of research, leads to high refusal rates as people are wary of being marketed to rather than participating in genuine research.

Question 13

What kind of survey should Procter & Gamble use if they want to be less invasive in collecting information?

Accepted Answer

Online surveys are less invasive as they allow respondents to complete them at their convenience without direct interaction.

Question 14

A researcher conducted a series of personal interviews in a mall to determine shopping preferences. During each interview, the researcher entered responses into his laptop. What is the next stage of data processing called?

Accepted Answer

The answer of A researcher conducted a series of personal...

Question 15

What is the most important thing you can do to increase the likelihood that the company president will implement your research findings?

Accepted Answer

Involving the company president in the research design increases their investment and understanding of the process, making them more likely to implement the findings.

Question 16

A marketing researcher is planning a telephone survey for a community college. The population of the study has been defined as "full-time students of the college."Which of the following would be the most appropriate sampling frame for the research?

Accepted Answer

The college's list of registered full-time students directly corresponds to the defined population of the study, making it the most appropriate sampling frame.

Question 17

Which of the following marketing research methodologies do not provide reliable quantitative data?

Accepted Answer

Focus groups are qualitative research methods that provide insights and understanding of consumer behavior but do not produce reliable quantitative data.

Question 18

IKEA visits as many as 240 Canadian households to observe how products are, and could potentially be, used. This is known as

Accepted Answer

Ethnographic research involves observing and studying people in their natural environment to understand how they use products, which aligns with IKEA's approach of visiting households.

Question 19

What is the best research method for describing the behaviour of children in the cereal aisle in a grocery store?

Accepted Answer

Observation research is the best method for describing behavior as it involves directly watching and recording the actions of children in their natural environment without interference.

Question 20

Procter & Gamble has gone as far as to place video cameras into households to examine behaviour as consumers go about their daily routines. What would that be called?

Accepted Answer

This is called observation research, where researchers observe consumer behavior in a natural setting without interference.

Quiz 4: Marketing Intelligence