Question 1

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is

Accepted Answer

Since Palmetto Regional Hospital has already designed the research project, the next step in the marketing research process would be to collect data to be analyzed in order to answer the research questions.

Question 2

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

Accepted Answer

Subscription services like ACNielsen provide external secondary data, which is information collected by outside sources that is available for marketers to use in their research. This type of data can be useful in providing an overview of the market and its trends, and can be less expensive and time-consuming than collecting primary data.

Question 3

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ____ and ____ sources.

Accepted Answer

Internal sources of secondary data include company records and reports, while external sources may include government statistics, industry publications, and market research reports from third-party providers. Therefore, option B is the correct choice as it represents internal and external sources.

Question 4

Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study's

Accepted Answer

The population is the entire group of individuals or objects that we want to study or make inferences about. In this case, the population consists of all registered voters in Patricia Robertson's district.

Question 5

Georgia-Pacific needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of Commerce reports to get this information.

Accepted Answer

The answer of Georgia-Pacific needs information about trends in housing...

Question 6

Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases. There are numerous studies that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.

Accepted Answer

If Saks were to use the available data about consumer attitudes, it would be using secondary data; however, if Saks does its own study it would collect primary data. Therefore, the best choice is C, secondary data (already existing data) for the available studies and primary data (data collected by the company themselves) for their own study.

Question 7

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season's product lines. She needs to gain access to data about recent purchasing patterns in the industry, but has a limited budget and time. Which type of data would be the best choice for Kristen to use in this situation?

Accepted Answer

Secondary data is data that has already been collected by other sources and is readily available. It is often less expensive than collecting primary data, and can be accessed quickly, making it a good choice for Kristen who has a limited budget and time. Secondary data on recent purchasing patterns in the footwear industry can provide valuable insights for Kristen as she plans next season's product lines.

Question 8

In marketing research, a sample is best described as

Accepted Answer

A sample is a limited number of units chosen to represent the characteristics of a total population in research. It is not the same as the entire population, but a smaller group that can represent the population accurately. A sample should be selected randomly to ensure that it is representative of the population being studied.

Question 9

Secondary data cannot be obtained from

Accepted Answer

Surveys are a primary data collection method, as they involve collecting new data directly from respondents. The other options listed all provide sources of secondary data.

Question 10

Data that are observed or collected directly from respondents are called

Accepted Answer

Primary data are data that are observed or collected directly from respondents, while secondary data are data that have been collected by someone else for another purpose. Direct samples, stratified data, and firsthand information are not specific terms for primary data collection.

Question 11

When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered

Accepted Answer

The population information was not collected by Jan Halverson herself but rather was already available and found in a library. Therefore, it is considered secondary data.

Question 12

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

Accepted Answer

The population of study for understanding the textbook and school supplies needs at the University of Michigan would include all students (who are the primary consumers of textbooks and supplies), faculty (who decide on textbooks), supporters (who may purchase supplies as gifts or for promotional reasons), and staff (who may also have needs for supplies for administrative purposes). This comprehensive group would give the most accurate understanding of the needs on campus.

Question 13

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Accepted Answer

The U.S. Census Bureau data is not collected specifically for any one agency or organization, but is used as a source of external secondary data by many different groups.

Question 14

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

Accepted Answer

The issue of high customer satisfaction but low repurchase behavior suggests that there may be a problem with the validity of the research design. Validity refers to the accuracy and truthfulness of the research findings, and if the results are not reflecting real-world behavior, then there may be a flaw in the research design. This could be due to factors such as the sample size or composition, the research methodology, or the questions being asked.

Question 15

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable is using

Accepted Answer

Time Warner Cable is utilizing its own sales reports, which are data already collected and available within the organization, for analysis. This makes it internal data. Since the data was not collected for the specific purpose of this research but is being used for analysis, it is considered secondary data.

Question 16

One overlooked internal source of secondary marketing information discussed in the text is

Accepted Answer

Accounting records can provide valuable information on sales trends, customer behavior, and overall performance of marketing strategies. This includes data on revenue, expenses, profits, and inventory levels. By analyzing this information, marketers can identify strengths and weaknesses in their marketing efforts and adjust their strategies accordingly. Sales receipts, interviews with salespeople, quality control data, and consumer surveys are also important sources of secondary marketing information, but they are not overlooked in the text.

Question 17

A study that is valid and reliable

Accepted Answer

A study that is valid and reliable measures what it is supposed to measure and produces almost identical results every time. This is important to ensure accurate and consistent findings.

Question 18

All the elements, individuals, or units of interest to researchers for a specific study are called the

Accepted Answer

The population represents the entire group of individuals, elements, or units that are of interest to researchers for a specific study. This may be a large or small group depending on the research question and the population may be defined in various ways. For example, the population of interest for a study on the effectiveness of a new drug may be all individuals with a specific medical condition or illness.

Question 19

Primary data are best described as the

Accepted Answer

Primary data are data that researchers collect themselves directly by observing, interviewing, or surveying subjects. This is different from secondary data, which are data that have already been collected for some other purpose (option D) and may not be as relevant or reliable for the current study. Options A and E both mention "some purpose other than the current investigation," which also describes secondary data. Option B is too general and not necessarily true, as primary data may not always be necessary for all types of decision-making.

Question 20

If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all

Accepted Answer

The market for preschool toys would be best studied by defining the population as families in Illinois that have or are expecting preschool children because those are the individuals who would likely purchase preschool toys.

Quiz 5: Marketing Research and Information Systems