Question 1

D-Tools Inc.manufactures and markets computer games.Their latest addition is a game called "Flashbox." This game is targeted at children of the age group of 13-16 years.The company recently conducted a free trial session where they invited groups of teenagers to play the game.After the gaming session,the company's market research executives conducted discussion sessions with the group and evaluated their feedback.What kind of research did the company undertake?

Accepted Answer

Qualitative research typically involves face-to-face interviews with respondents designed to develop a better understanding of what they think and feel concerning a research topic, such as a brand name, a product, a package or an advertisement.

Question 2

The management team at Mercury,a department store,has received feedback from the customer service department that the store's exchange policy creates a lot of stress for customers.The customers need to visit several counters before their product is finally exchanged with another.All attempts to interact with customers to study the problem have failed because consumers chose to become hostile,rather than giving any constructive feedback.The team is now planning to conduct market research by monitoring people's behavior as they wait in line for products to be exchanged.What type of research is the store conducting?

Accepted Answer

Four common types of quantitative research in marketing are observation, surveys, experiments, and mathematical modeling. Observational research involves watching people and recording relevant facts and behaviors.

Question 3

Which of the following is an example of qualitative research?

Accepted Answer

The two most common types of qualitative research in marketing are focus groups and long interviews.

Question 4

Starks Inc.,a fast food chain in Los Angeles,is planning to open a joint in Mexico City.Prior to opening the joint,they have decided to conduct market research to assess and understand the market.The process will involve recruiting representatives in the city who will ask consumers a set of structured questions in person.Which of the following research methods is Starks Inc.using?

Accepted Answer

Survey research involves the collection of data by means of a questionnaire either by mail, phone or in person. Personal surveys involving structured questions are useful but expensive.

Question 5

Quantitative research involves:

Accepted Answer

Quantitative research involves systematic procedures designed to obtain and analyze numerical data. Four common types of quantitative research in marketing are observation, surveys, experiments, and mathematical modeling.

Question 6

Observation,surveys,experiments and mathematical modeling are four common types of _____.

Accepted Answer

Quantitative research involves systematic procedures designed to obtain and analyze numerical data. Four common types of quantitative research in marketing are observation, surveys, experiments and mathematical modeling.

Question 7

Warner Implants,a pioneer in the industry for medical implants,was voted as one of the fifty most influential companies of the century in 1999.The following year,Warner Implants completed 50 years and on that occasion,the company launched a revolutionary cardiac implant.As a part of its promotional strategy,the marketing team at Warner Implants undertook extensive interviews with a few long-term customers individually.The interviews aimed at understanding the meaning their implants brought to the lives of their consumers.This scenario illustrates the use of _____ as a mode of research.

Accepted Answer

Long interviews are designed to find out such things as the meanings various products or brands have for an individual or how a product influences a person's life.

Question 8

Which of the following types of quantitative research involves watching people and recording relevant facts and behaviors?

Accepted Answer

Observational research involves watching people and recording relevant facts and behaviors. For example, retail stores may use observational research to determine what patterns customers use in walking through stores, how much time they spend in various parts of the store, and how many items of merchandise they examine.

Question 9

Qualitative research typically involves _____.

Accepted Answer

Qualitative research typically involves face-to-face interviews with respondents designed to develop a better understanding of what they think and feel concerning a research topic, such as a brand name, a product, a package or an advertisement.

Question 10

Isabel is planning to open an art gallery in Spain which will feature the artwork of young Hispanic artists.However,she is unsure if the new business would succeed.To make a clear decision,she collects data from the Statistical Office of the country which shows that 70 percent of the community in the country is Hispanic.Which of the following types of data does she use to aid her in decision making in this scenario?

Accepted Answer

Secondary data are those that have previously been collected for other purposes but can be used for the problem at hand. There are many sources of secondary data useful for marketing research. Government sources, such as the Statistical Abstracts of the United States or the Survey of Current Business, can provide insights into the economy and industries within it.

Question 11

Which of the following is NOT a type of quantitative research?

Accepted Answer

Four common types of quantitative research in marketing are observation, surveys, experiments and mathematical modeling. Focus groups are a type of qualitative research.

Question 12

A marketing research study using a ______ involves discussions among a small number of consumers led by an interviewer and is designed to generate insights and ideas about products and brands.

Accepted Answer

The two most common types of qualitative research in marketing are focus groups and long interviews. Focus groups involve discussions among a small number of individuals led by an interviewer and are designed to generate insights and ideas.

Question 13

M&N,a leading cosmetic company,recently launched a test marketing initiative for its line of cosmetics for preteens between the ages of 9 and 14 years.To promote the product,its marketing team undertook a campaign where it invited groups of preteens to try out the cosmetics in malls and conducted a session to obtain feedback from them.The feedback from the preteens helped the team understand the ideas that these preteens had about their products.Which of the following methods of collecting data did the marketing team of M&N utilize in this scenario?

Accepted Answer

Focus groups involve discussions among a small number of individuals led by an interviewer and are designed to generate insights and ideas.

Question 14

_____ is a kind of research which involves interacting with a single respondent for several hours.

Accepted Answer

Long interviews are conducted by an interviewer with a single respondent for several hours. They are designed to find out such things as the meanings various products or brands have for an individual or how a product influences a person's life.

Question 15

Which of the following kinds of research collects data by means of a feedback form by mail,phone or in person?

Accepted Answer

Survey research involves the collection of data by means of a questionnaire either by mail, phone or in person. Surveys are commonly used in marketing research to investigate customer beliefs, attitudes, satisfaction, and many other issues.

Question 16

The management team at the Orion department store has noticed that the sale of some popular food products has fallen ever since they have changed the layout of the store.The marketing manager of the store wants to conduct a research through which they can monitor customers as they browse through the store and note the time they spend in each part of the store.In this scenario,the manager is planning to use the _____ method of research.

Accepted Answer

Observational research involves watching people and recording relevant facts and behaviors. It is a type of quantitative research.

Question 17

The market research team of Shine,a company which produces hair products,is puzzled because their sale of hair shampoos has dropped drastically.The marketing manager is wondering if the drop in sales is a result of a recent newspaper article about deforestation caused by the company's extraction of palm oil for hair products.The manager wants to conduct a market research to see if the company needs to modify the product.He sends out a questionnaire by e-mail to their wide customer base to gather relevant information.Which of the following types of research methods is he using?

Accepted Answer

Survey research involves the collection of data by means of a questionnaire either by mail, phone or in person. Surveys are commonly used in marketing research to investigate customer beliefs, attitudes, satisfaction, and many other issues.

Question 18

Which of the following is the advantage of secondary data over primary data?

Accepted Answer

Secondary information has the advantage of usually being cheaper than primary data, although it is not always available for strategy-specific research questions.

Question 19

Researchers at Spark,a fashion line,are conducting a study to estimate the traffic flow at various commercial intersections in New York.This is to help determine the best locations for their upcoming store.What type of research are the researchers most likely to be undertaking in this scenario?

Accepted Answer

Observational research involves watching people and recording relevant facts and behaviors. It is a type of quantitative research.

Question 20

An instance of qualitative research would be:

Accepted Answer

The two most common types of qualitative research in marketing are focus groups and long interviews. Long interviews are conducted by an interviewer with a single respondent for several hours.

Quiz 2: Marketing Research: Process and Systems for Decision Making

Which of the following is an example of qualitative research?

Quantitative research involves:

Observation,surveys,experiments and mathematical modeling are four common types of _____.

Which of the following types of quantitative research involves watching people and recording relevant facts and behaviors?

Qualitative research typically involves _____.

Which of the following is NOT a type of quantitative research?

A marketing research study using a ______ involves discussions among a small number of consumers led by an interviewer and is designed to generate insights and ideas about products and brands.

_____ is a kind of research which involves interacting with a single respondent for several hours.

Which of the following kinds of research collects data by means of a feedback form by mail,phone or in person?

Which of the following is the advantage of secondary data over primary data?

Researchers at Spark,a fashion line,are conducting a study to estimate the traffic flow at various commercial intersections in New York.This is to help determine the best locations for their upcoming store.What type of research are the researchers most likely to be undertaking in this scenario?

An instance of qualitative research would be: