Question 1

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

Accepted Answer

The available studies about consumers and online buying are examples of secondary data. Bloomingdale's own study would involve collecting primary data through their own research methods. This is why the best choice is C)secondary; primary.

Question 2

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

Accepted Answer

Subscription services from firms such as Nielsen provide external secondary data, which refers to data collected by an entity other than the user.

Question 3

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

Accepted Answer

Since Tiffany Lynn found the population information at the library, it would be considered secondary data. Secondary data is data that has been collected and published by someone else, as opposed to primary data which is collected directly by the researcher.

Question 4

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

Accepted Answer

Hypotheses are statements or predictions that are tested in a marketing research study. They are either accepted or rejected based on the research findings, thus becoming the primary conclusions of the study.

Question 5

Designing research procedures that produce reliable marketing data means that

Accepted Answer

Reliability refers to consistency and the ability to produce similar results when the same procedures are used. Therefore, if others use the same procedure, they should get nearly identical data. The other options do not accurately describe the concept of reliable marketing data.

Question 6

Secondary data cannot be obtained from

Accepted Answer

Surveys are a primary data collection method and cannot be obtained through secondary sources.

Question 7

Tiana knows her business has a problem because of an increasing number of consumer complaints received recently. She has decided how to make this problem a precise, researchable statement and should next move on to

Accepted Answer

Once Tiana has formulated a researchable statement from the problem, the next step would be to design a research project to gather data to better understand and solve the problem. Only after designing a research project can Tiana move on to collecting data. Once data is collected, she can analyze and interpret research findings, and then take corrective action if necessary. The process begins with designing the research project. Therefore, option B is the correct answer.

Question 8

Data that are observed or collected directly from respondents are called

Accepted Answer

Primary data refers to data that is collected directly from respondents, either through surveys, interviews, or other methods of data collection.

Question 9

The International Company 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 correct answer is E) primary; secondary. This is because the company is looking for specific information (housing starts and remodeling trends) across various locations, which would be primary data if they collected it themselves. However, since collecting this data directly would be difficult, they opt to use existing data from the U.S. Department of Commerce reports, which is considered secondary data.

Question 10

An informed guess or assumption about a certain problem or set of circumstances is known as

Accepted Answer

An informed guess or assumption about a certain problem or set of circumstances is a hypothesis. A description of the situation would be a summary of the current state of affairs. Good research design refers to the process of planning and executing a research project. A reliable guess would be based on some evidence or data, whereas a hypothesis may not yet have any supporting evidence. Managerial intuition refers to a manager’s ability to make decisions based on their own experiences and judgement.

Question 11

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress that individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data, they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?

Accepted Answer

The fact that the responses are very similar across the three areas implies that the measurement or data collection process is consistent and dependable, which is a characteristic of reliability. The other answer choices are not applicable in this scenario.

Question 12

A valid study

Accepted Answer

The answer of A valid study
...

Question 13

AT&T 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, AT&T is using

Accepted Answer

AT&T is utilizing its own sales reports, which are data already collected and available within the organization, making it internal. 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 14

Sam's Club believes that most of its sales are to small businesses rather than consumers, and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Sam's Club could test through marketing research.

Accepted Answer

This is an example of a hypothesis, which is a proposed explanation made on the basis of limited evidence as a starting point for further investigation. Sam's Club's belief about its sales and the demographic of its decision-makers can be tested and verified through marketing research.

Question 15

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

Validity is the issue here because the research fails to accurately measure what it intends to measure. High customer satisfaction should logically lead to higher repurchase behavior, suggesting the research might not be capturing the true factors influencing repurchase decisions.

Question 16

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

Accepted Answer

Accounting records can provide valuable information such as sales numbers, customer purchases, and trends in revenue and expenses. These records can be used to analyze past performance and identify areas for improvement in marketing strategies.

Question 17

Primary data are best described as the

Accepted Answer

Primary data are data that are observed, recorded, or collected directly from subjects for a specific study. This distinguishes them from secondary data (choice D), which are data that have been compiled for some purpose other than the study in question. Choices A, B, and E do not accurately describe primary data.

Question 18

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

Accepted Answer

The information from the U.S. Census Bureau is considered external secondary data because it is data collected by a different organization for a different purpose and is being used by other agencies and organizations.

Question 19

A study that is valid and reliable

Accepted Answer

A study that is valid and reliable is one that measures what it is supposed to measure and produces almost identical results in repeated trials. This is essential for ensuring accurate and trustworthy research findings. The other options (A, C, D, and E) do not fully capture the key elements of a valid and reliable study.

Question 20

North Hills General 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 a. interpreting research findings.

Accepted Answer

The organization must collect data in order to conduct the research project and determine the best methods for improving patient care. While interpreting research findings is an important step in the marketing research process, it cannot be done until data has been collected and analyzed. Developing a testable hypothesis and sampling the population are also important steps in the research process, but they typically come before data collection. Therefore, the next step that North Hills General Hospital must take in the marketing research process is collecting data.

Quiz 4: Marketing Research and Information Systems