Question 1

In a survey for her marketing class,Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of which type of error?

Accepted Answer

A random error occurs when the results of two surveys conducted in the same manner differ.

Question 2

CyberAlert,Inc. ,a worldwide media monitoring company,has launched BlogSquirrel,a new service that enables businesses to monitor efficiently the contents of over 100,000 blogs.Subscribers to the blog tracking service automatically receive daily (or more frequent)e-mail alerts on new blog postings that contain the client's specified keywords and phrases.Why would a marketer purchase such a service?

Accepted Answer

Blogs play a major role in marketing research as sources of consumers' opinions.

Question 3

If a researcher wanted to look at responses to pet ownership questions as they relate to age and educational level of respondent,which analysis approach would he or she use?

Accepted Answer

Cross-tabulations permit the analyst to relate the responses to one question to the responses to one or more other questions.

Question 4

When the Vancouver Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.What is AMN most likely an example of?

Accepted Answer

Field service firms specialize in interviewing respondents on a subcontracted basis.

Question 5

To determine how people reacted to the bombing of the World Trade Center,an Internet survey was conducted.Anyone who wanted to express feelings about the event was allowed to participate.Which type of sample did this survey use?

Accepted Answer

The survey allowed anyone who wanted to express feelings about the event to participate, indicating an unrestricted sample.

Question 6

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefers something sweet for breakfast like a doughnut or a granola bar,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

Accepted Answer

Kent has used a one-way frequency count to gather and organize the data on people's breakfast preferences by counting the number or percentage of responses for each category of food preference.

Question 7

Which of the following is an advantage associated with the use of Internet surveys?

Accepted Answer

Internet surveys tend to have good participant participation.

Question 8

What is the moderator's role in cyber focus groups?

Accepted Answer

One of the most difficult jobs of the moderator is to control the discussion.

Question 9

Which type of error occurs because the selected sample is an imperfect representation of the overall population?

Accepted Answer

Random error occurs due to chance or randomness and is not influenced by any systematic factors. It is commonly associated with sampling variability, where the selected sample may not perfectly represent the overall population.

Question 10

Several types of analysis are common to marketing research.Noting how many respondents answered a question a certain way,which of the following is the simplest?

Accepted Answer

One-way frequency counts are the simplest type of analysis as they involve only counting the number of respondents who answer a question in a particular way. Statistical analyses, cross-tabulations, and passive people meters all involve more complex calculations and data analysis techniques.

Question 11

Which of the following permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data?

Accepted Answer

Cross-tabulations allow the analyst to create tables that show the relationship between two or more variables, allowing them to see how the responses to one question relate to the responses to other questions. Standard deviation measures, scales responses, and one-way frequency counts do not provide this type of analysis.

Question 12

What are the two types of online focus groups?

Accepted Answer

The two types of online focus groups are real time and time extended. Real time focus groups involve synchronous communication between participants, while time extended focus groups involve asynchronous communication over a longer period of time. Choice A (field and laboratory) refers to types of research settings, not focus groups. Choice B (diagnostic and predictive) pertains to types of data analysis, not focus groups. Choice D (primary and secondary) refers to types of data sources, not focus groups.

Question 13

Which of the following is an advantage associated with cyber focus groups?

Accepted Answer

Cyber focus groups offer fast results.

Question 14

Which type of Internet sample would be used by a consumer products company that already has a database from which to select its sample?

Accepted Answer

A recruited sample is used when a company already has a database of potential respondents from which they can select their sample.

Question 15

How can Internet samples be classified?

Accepted Answer

Internet samples can be classified as unrestricted, screened, and recruited based on how participants are selected and the level of control over the sampling process.

Question 16

Which of the following specialize in arranging interviews for data collection on a subcontract basis,and conduct focus groups,mall intercepts,retail audits,and other data-collection services?

Accepted Answer

Field service firms specialize in arranging interviews for data collection on a subcontract basis and conducting focus groups, mall intercepts, retail audits, and other data-collection services. Research diagnostic firms may conduct research studies but do not necessarily specialize in arranging interviews or data collection services. Marketing information organization companies provide market research and data analysis services but not necessarily the actual data collection. Decision support companies provide software and analytical tools to help businesses make decisions and may not be involved in data collection at all.

Question 17

A regional supermarket chain gathers monthly information from the same consumers.It continuously monitors the in-store promotions the consumers are exposed to and records their purchases.It uses the mail to send different promotions to different areas,and consumers complete diaries recording grocery purchases in return for a small fee.What is this an example of?

Accepted Answer

Scanner-based research systems gather information over time from a single panel of respondents using UPC scanner information gathered over a period of time.This is an attempt to develop an accurate picture of the direct causal relationship between marketing efforts and actual sales.

Question 18

Which of the following gathers its information from one group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and what is subsequently purchased?

Accepted Answer

Scanner-based research system gathers information by continuously monitoring the advertising, promotion, and pricing that respondents are exposed to and what they subsequently purchase. This is done by scanning barcodes at the point of purchase. One-way mirror observation study is a qualitative research method that observes behavior in a controlled environment. Television meter investigation measures television viewership. Laser scanner experiments are conducted in controlled laboratory environments to measure human response to stimuli.

Question 19

Which of the following statements best describes the preparation and presentation of the market research report?

Accepted Answer

Intuition is not what someone who has been paid to conduct marketing research should use.Research reports are typically presented orally and in writing.The language of the report should be tailored to suit the audience's need-not those of the presenter.

Question 20

Which of the following statements explains the success of Internet marketing research?

Accepted Answer

Internet marketing research provides rapid access to data and insights, enabling quicker and more informed decision-making processes.

Quiz 4: Decision Support Systems and Marketing Research