Question 1

Because marketers cannot control all the conditions in the field,they sometimes conduct a different kind of experiment known as a:

Accepted Answer

A laboratory experiment allows marketers to control variables in a controlled environment, unlike field conditions.

Question 2

Kellogg's was getting ready to introduce a new ready-to-eat cereal bar.Before launching the product,they tested consumer's reaction to the product by sampling the product in grocery stores and asking consumers to fill in a questionnaire.This is an example of a(n):

Accepted Answer

This scenario is an example of a field experiment because Kellogg's is testing consumer reaction to the product in a real-world setting (grocery stores) rather than in a controlled laboratory setting. The use of a questionnaire also suggests that Kellogg's is collecting quantitative data from a large sample of consumers. Hypothesis generation would come before this stage, where Kellogg's would generate ideas for new products. Focus groups and individual interviews involve qualitative data collection methods, which are not mentioned in this scenario.

Question 3

The data accumulated by a public safety officer who measures the speed of all the cars that pass a given point is referred to as _______ data.

Accepted Answer

Observational data is collected by directly observing a phenomenon or event, which is what the public safety officer is doing by measuring the speed of all passing cars. Questionnaire data would be collected by asking individuals to respond to a set of questions, hypothetical data would be based on assumptions or theoretical scenarios, and problematical data is not a recognized term in statistics.

Question 4

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans.Two weeks later,the researcher showed the same students a television advertisement featuring super model Cindy Crawford wearing the new brand of jeans.The marketer asked the students to once again rate the quality of the jeans.The marketer predicted that after viewing the advertisement,the students' ratings of the new jeans would be more positive than their original ratings.In this experiment,students' ratings of the new blue jeans served as the:

Accepted Answer

The students' ratings of the new blue jeans are the dependent variable because they are being measured and their rating is dependent on the advertisement they viewed. The independent variable in this case is the television advertisement featuring Cindy Crawford wearing the new brand of jeans. The outside factors and secondary data are not relevant in this experiment.

Question 5

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line.All of the following can be a source for this type of marketing information EXCEPT:

Accepted Answer

Observation is not a direct method for gathering consumers' attitudes, as it involves watching behaviors rather than collecting opinions or attitudes directly from consumers.

Question 6

While attempting to organize a class party,which everyone is invited to,you ask a few of your friends where the venue should be.This is an example of:

Accepted Answer

This scenario does not involve randomly selecting participants, but rather gathering input from a few friends. Therefore, it is an example of nonprobability sampling.

Question 7

Before Moen Inc.put its new massaging shower head,the Revolution,on the market,it wanted to find out what consumers thought about the new product design so it hired QualiData Research Inc.to enlist 20 nudists as their volunteers and paid them $250 each to answer questions about their lifestyles,and to allow QualiData to install a tiny video camera in the shower of each volunteer in order to watch them use the new showerhead.This type of research can be described as:

Accepted Answer

This type of research involves observing and studying people in their natural environment, which is exactly what QualiData is doing by studying nudists in their showers. The use of video cameras also supports the ethnographic approach, as it allows for the collection of rich, contextual data.

Question 8

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store,so they did not have to wait in line.The decision to choose every third customer is an example of:

Accepted Answer

The decision to choose every third customer is an example of sampling, as they are selecting a subset of the population (customers) to gather data (whether they would be interested in pre-ordering). Hypothesis generation refers to coming up with a testable idea or theory, questionnaire research involves gathering data through surveys or questionnaires, and experimental research involves manipulating variables to test a hypothesis.

Question 9

Kraft is launching Deli Creations,which are sandwiches made with its Oscar Meyer meats,Kraft cheeses,and Grey Poupon mustard.Kraft spends several months with consumers in their kitchens to understand their use of the product and other kitchen behaviours.This research is referred to as:

Accepted Answer

The research conducted by Kraft, which involved spending several months with consumers in their kitchens, is an example of ethnographic research. Ethnography is a qualitative research method that involves studying people in their natural environment to gain an understanding of their behavior, culture, and perspective. In this case, Kraft was trying to understand how consumers used their products and how they behaved in the kitchen.

Question 10

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:

Accepted Answer

The research approach described involves observing consumers in their natural use environment, which is the main focus of ethnography. Ethnomethodology focuses more on uncovering hidden assumptions and understandings that people have about social phenomena, rather than emotional reactions to products. Field experiments involve manipulating variables in a natural setting to see how they affect consumer behavior, which is not described in the scenario. Observation is too general of a term and does not specify the approach of observing consumers in their natural use environment.

Question 11

"I want to question recent graduates about their transportation preferences.See if you can find some graduates still living in town." The marketing researcher is using:

Accepted Answer

The marketing researcher is using nonprobability sampling because they are only interested in a specific group of people (recent graduates still living in town) and not seeking to randomly select participants from the entire population.

Question 12

The primary reasons for using nonprobability samples when conducting a survey include all of the following EXCEPT:

Accepted Answer

Nonprobability samples are not representative of the entire population, so the primary reason for using them is not to obtain representative results. The other options listed (limited time, budget, and difficulty recruiting a probability sample) are all valid reasons for using nonprobability samples.

Question 13

Companies hire people to pose as real customers and have them go through an exchange process and record their observations in detailed reports.The individuals posing as real customers are known as:

Accepted Answer

Mystery shoppers are individuals who are hired by companies to pose as real customers and observe the exchange process. They then report their observations in detailed reports. The other options (B, C, and D) are not commonly used terms for this practice.

Question 14

When conducting marketing experiments,the dependent variable can often describe any of the following EXCEPT:

Accepted Answer

The dependent variable in marketing experiments can encompass actual purchase behaviour, preferences in taste tests, and attitudes highly correlated to actual purchase behaviour. However, marketing mix variables are typically independent variables that are manipulated in experiments to observe their impact on the dependent variable. Therefore, D is the correct answer as it is the only option that does not fit the definition of a dependent variable.

Question 15

Compared with _____ data,two disadvantages of _____ data are that the latter is usually far more time consuming and more expensive to collect.

Accepted Answer

Primary data is original data collected for a specific purpose, which is often more time-consuming and expensive to gather compared to secondary data, which is already collected and readily available.

Question 16

Your university wants to understand how graduates are doing two years after completing their degree.They place 2000 graduates' names in a hat and randomly begin selecting names to call.This type of selection is known as:

Accepted Answer

This type of sampling, where each graduate has an equal chance of being selected, is known as probability sampling.

Question 17

Your boss asks you to: "Put all the names through the computer,and select every hundredth name to put on the mailing list to receive a survey." The type of population profile you will create is based on:

Accepted Answer

This method is an example of systematic sampling, which is a type of probability sampling where every nth element is selected from a list.

Question 18

An experimenter served identical meals to people at six tables at an elegant restaurant.At each table there was a small lantern with a rheostat.Each table had a different brightness of lighting.There was a direct correlation between the time it took the people to finish their meals and the amount of artificial light from the lantern.The dependent variable in this experiment was:

Accepted Answer

The dependent variable in the experiment was the length of time it took for people to finish their meals, which was directly related to the amount of artificial light from the lantern. Therefore, the correct answer is D. The other options (A, B, and C) are not relevant to the dependent variable in this experiment.

Question 19

As a marketer for Whirlpool,you have access to a system that provides pricing and sales data for all of your brands of washing machines.This system is referred to as a:

Accepted Answer

A marketing information system is a set of procedures and methods designed to generate, analyze, disseminate, and store anticipated marketing stimuli that often come from a company's environment. It includes internal record-keeping systems, marketing intelligence systems, marketing research systems, and analytical tools. The pricing and sales data for Whirlpool's washing machines are part of the marketing information system. The other options are not as accurate as Choice C in describing the given scenario.

Question 20

A marketer is offering free samples of ice cream to shoppers.After trying the sample,the marketer asks shoppers whether they would want to purchase a container.This is referred to as a(n)____________ experiment.

Accepted Answer

A field experiment involves conducting research in a natural setting or environment, such as a store, rather than in a laboratory or simulated environment. In this scenario, the marketer is offering free samples to actual shoppers in a store, making it a field experiment.

Quiz 8: Marketing Research: From Information to Action