Question 1

AOL Time Warner 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, AOL Time Warner is using

Accepted Answer

The answer of AOL Time Warner uses its sales reports...

Question 2

If Georgia-Pacific seeks information about trends in housing starts around the country and uses U.S. Department of Commerce reports to get this information, it is using ____ data.

Accepted Answer

Georgia-Pacific is using data that has already been collected and published by the U.S. Department of Commerce, which is secondary data.

Question 3

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 collects primary data on the population and economy of the United States. This information is then made available to the public as external secondary data, which can be utilized by a variety of agencies and organizations for research and analysis purposes.

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 registered voters in Patricia Robertson's district are the entire group of individuals that she is interested in studying, therefore they would constitute the population of the study.

Question 5

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 the fundamental requirement of a good research study. The other options do not accurately describe the characteristics of a valid and reliable research study.

Question 6

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 7

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 population for studying the market for preschool toys in Illinois should be defined as families in Illinois that have or are expecting preschool children. This group is likely to be the primary purchasers of preschool toys and would provide the best sample for market research. The other options are too broad (A, C) or too specific (D, E) to provide a representative sample of the market for preschool toys in Illinois.

Question 8

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 research design has a problem with validity because there seems to be a disconnect between customer satisfaction and repurchase behavior, which may suggest that the satisfaction measure is not accurately capturing the factors that drive repurchase behavior.

Question 9

If Carrie wants to do some market research about the footwear industry that her company is a part of, but she has limited money and time, she would most likely collect

Accepted Answer

Since Carrie has limited money and time, the most cost-effective and time-efficient option would be to collect secondary data, which is data that already exists and has been collected by someone else, such as government reports, industry publications, or previous market research studies. This can provide valuable insights about the footwear industry without the need for conducting new research.

Question 10

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

The next step in the marketing research process is to collect data. The hospital has designed the upcoming research project, so the next step would be to collect data to test their hypothesis and determine the best methods for improving patient care.

Question 11

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

Accepted Answer

Subscription services provided by firms such as ACNielsen offer external secondary data as they collect data from sources other than the research firm. This type of data can be valuable for marketing researchers as it provides a broad view of the market and consumer behaviors.

Question 12

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

Jan Halverson did not collect the population data herself; instead, she found it through a library search. This makes the data secondary, as it was gathered and published by someone else.

Question 13

Data that are observed or collected directly from respondents are called

Accepted Answer

Primary data refers to data that are observed or collected directly from respondents, whereas secondary data are collected by someone else and made available for use. Direct samples, stratified data, and firsthand information are not commonly used terms to describe data collection methods.

Question 14

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

Accepted Answer

Accounting records can provide valuable marketing information such as sales trends, customer buying patterns, and profitability of different products or services. This information can be used to make informed decisions about future marketing strategies and product offerings. Sales receipts, interviews with salespeople, quality control data, and consumer surveys can also provide useful information, but they are not as comprehensive as accounting records.

Question 15

Secondary data cannot be obtained from

Accepted Answer

Surveys are a primary data collection method, meaning they involve directly gathering information from respondents. Secondary data refers to information that has already been collected by someone else, such as trade journals, government records, and international sources. Computerized literature retrieval databases can also be a source of secondary data, as they contain previously published research and articles.

Question 16

Primary data are best described as the

Accepted Answer

Primary data are data that are observed, recorded, or collected directly from subjects. They are collected specifically for the study at hand rather than being compiled for some other purpose, as is the case with secondary data.

Question 17

If Bloomingdale's wants to learn about consumers' attitudes toward on-line purchases and conducts a study to acquire this information, this study would collect ____ data.

Accepted Answer

This study would collect primary data, which is data collected directly from consumers through research methods such as surveys or focus groups.

Question 18

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

Accepted Answer

The term "population" refers to the entire group of individuals, elements, or units of interest to the researcher for the specific study. The sample refers to a smaller subset of the population that is actually studied or observed. Therefore, the population is the best choice for this question.

Question 19

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. It is a subset of the population that is selected for a research study in order to gather data on the population as a whole. This is often done because it is not feasible or practical to study the entire population, so a sample is used as a representative group.

Question 20

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

Secondary data can come from both internal sources within the company and external sources outside of the company. Therefore, option B, which includes internal and external, is the correct answer. The other options are incorrect because they do not accurately describe the types of sources that secondary data can come from.

Quiz 4: Marketing Research and Information Systems