Question 1

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data?

Accepted Answer

Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.

Question 2

In-home personal interviews:

Accepted Answer

The cost of interviewer time and mileage is high,but these interviews yield high-quality information.

Question 3

The research design specifies:

Accepted Answer

The research design specifies which research questions must be answered,how and when the data will be gathered,and how the data will be analyzed.

Question 4

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.

Accepted Answer

This is the function of the research design,and once approved,the project budget is finalized.

Question 5

Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joy-stick based steering mechanism.As a part of their research they built graders that included both a steering wheel and joy-stick steering mechanisms,then asked operators to use the machines for a few days.After two days of testing,several of the operators like the joysticks so well that they suggested that the steering wheel be removed to provide better visibility.This would be an example of _____ research.

Accepted Answer

Information that is collected for the first time for the purpose of solving a particular problem under investigation is called primary data.

Question 6

Levi Strauss & Co.recently introduced its new Totally Slimming jeans.The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles.Instead they wanted jeans that were comfortable while covering-up problem areas,and showing off their figures.Levi's used this _____ data as the basis for designing this new line of jeans.

Accepted Answer

Primary data are information that is gathered for the first time for solving a particular problem.

Question 7

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Accepted Answer

Survey research takes several forms and is the most popular method for gathering primary data.

Question 8

A major limitation of the mall intercept interview is:

Accepted Answer

A mall intercept sample is basically a convenience sample and not necessarily representative of the population as a whole.

Question 9

Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups Community Trust was collecting _____ data.

Accepted Answer

Primary data is information collected for the first time.

Question 10

When Wilson,a manufacturer of tennis racquets,sent a team of researchers,designers,and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet,what kind of research were they conducting?

Accepted Answer

Primary data are information that is gathered for the first time for solving a particular problem.

Question 11

A(n)_____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Accepted Answer

This is the definition of a marketing research aggregator

Question 12

Research done by ShopLocal.com Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose,to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

Accepted Answer

Piggyback studies collect data on two different projects using one questionnaire.

Question 13

What is the chief advantage of primary data?

Accepted Answer

Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.

Question 14

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Accepted Answer

This is the definition of a mall intercept interview.

Question 15

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Accepted Answer

This is the definition of primary data.

Question 16

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

Accepted Answer

A mall intercept allows demonstration of the product,and the others do not.A laboratory test is not a type of survey.

Question 17

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Accepted Answer

Marketing researchers are applying computer technology in mall interviewing in several ways.

Question 18

_____ studies collect data on two different projects using one questionnaire.

Accepted Answer

A piggyback study gathers data on two different projects using one questionnaire and is a cost-saving technique.

Question 19

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Accepted Answer

Primary data are information collected for the first time and are used to gain a better understanding of a particular problem.

Question 20

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

Accepted Answer

This is the definition of computer-assisted personal interviewing.

Quiz 9: Decision Support Systems and Marketing Research