Question 1

Leigh Orren sat outside a service station every day for three weeks watching how people approach the gas pumps,pump gas,pay for their gas,and how long they stayed.Orren was engaged in which of the following?
A) observation research
B) experimental research
C) survey research
D) secondary research

Accepted Answer

Leigh Orren was simply observing people and their behaviors without manipulating any variables, which is the essence of observation research. Option B) experimental research involves manipulating variables to see their effect on outcomes. Option C) survey research involves gathering data through questionnaires or interviews. Option D) secondary research involves gathering data from already existing sources, such as books or online databases.

Question 2

In selling telephone service,Rogers tries to gather as much information as possible about the consumer's income,buying habits,service preferences,and occupation.Rogers is using which type of decision-making information?
A) mass customization
B) psychographic data
C) marketing research
D) niche marketing

Accepted Answer

Rogers is using marketing research to gather information about the consumer's income, buying habits, service preferences, and occupation. Marketing research is the process of collecting and analyzing data in order to improve marketing effectiveness. This data can be gathered through surveys, focus groups, and other data gathering techniques. Mass customization, psychographic data, and niche marketing do not accurately describe the type of decision-making information that Rogers is using.

Question 3

Which of the following is the first step in the marketing research process?
A) Choose a research method.
B) Select the people who will do the research.
C) Make sure the research has adequate financial backing.
D) Define the marketing problem.

Accepted Answer

The first step in the marketing research process is to define the marketing problem. This involves clearly identifying the problem that needs to be solved or the question that needs to be answered through research. Only after defining the marketing problem can the other steps in the research process, such as choosing a research method or selecting the research team, be undertaken.

Question 4

If an investigator subtracted two ounces of a cleaning concentrate from its easily recognized container and then observed how this change affected sales of the cleaner,the investigator would be engaged in which of the following?
A) survey research
B) secondary research
C) experimental research
D) observation research

Accepted Answer

This scenario describes an experiment in which a variable (the amount of cleaning concentrate in the container) is manipulated to observe its effect on sales. Therefore, the investigator is engaged in experimental research.

Question 5

Which of the following marketing research techniques is being used when a company representative interviews mothers to discover their attitudes toward washing clothes?
A) experimental
B) observational
C) secondary
D) survey

Accepted Answer

A survey involves directly asking a group of people questions to gather information or opinions. In this case, the company representative is directly interviewing mothers to gather their attitudes towards washing clothes.

Question 6

Often marketers who issue coupons will do which of the following to see if consumers will respond more favourably to half-off coupons or two-for-the-price-of-one coupons?
A) survey research
B) experimental research
C) observation research
D) secondary research

Accepted Answer

To determine which type of coupon will result in a more favourable response, marketers would need to conduct experimental research. This would involve randomly assigning participants to receive either a half-off coupon or a two-for-the-price-of-one coupon and then measuring their responses (such as whether they make a purchase and how much they spend). Other research methods like survey research or observation research may not provide the necessary information on which coupon type leads to higher consumer response rates. Secondary research may provide background information but cannot provide the specific data needed to compare the effectiveness of different coupon types.

Question 7

People with common activities,interests,and opinions are grouped together into a given lifestyle.A company that segments its market according to these different lifestyles is using which type of segmentation?
A) psychographic
B) psychological
C) demographic
D) benefit

Accepted Answer

Psychographic segmentation divides customers into different lifestyle groups based on their values, attitudes, interests, and personality traits. This type of segmentation is effective in understanding why customers buy certain products and how they use them. By grouping people with similar lifestyles, a company can tailor their marketing messages and create products that better meet their needs and preferences.

Question 8

Fitness and Shape magazines are aimed at people who believe their body is a temple and want to read magazines that help them stay in top-notch physical condition.These magazines use which of the following type of segmentation?
A) geographic
B) demographic
C) volume
D) benefit

Accepted Answer

Benefit segmentation is used here, as the magazines target individuals seeking the benefit of staying in top-notch physical condition.

Question 9

The categories of heavy,moderate,and light users have to do with which type of segmentation?
A) psychographic
B) benefit
C) demographic
D) volume=

Accepted Answer

The categories of heavy, moderate, and light users have to do with volume segmentation, which is a type of segmentation based on how much of a product or service a consumer uses. This segmentation strategy is based on the assumption that heavy users are more valuable to a business than light users, so they may receive different marketing messages or promotions.

Question 10

Which of the following is research that monitors respondents' actions without direct interaction?
A) survey research
B) secondary research
C) experimental research
D) observation research

Accepted Answer

Observation research involves monitoring respondents' actions without direct interaction, making it the best choice for this question. Survey research involves direct interaction with respondents through questioning, while secondary research involves analyzing data and information that has already been collected. Experimental research involves manipulating variables to test hypotheses, which also involves direct interaction.

Question 11

The 7-member Beauchamp family recently purchased a mini-van because the ads for a GM Horizon showed that it could haul 8 or more people and still have room for books,bags,and sports equipment.GM Horizon was using which of the following forms of segmentation in its advertising?
A) volume
B) psychographic
C) benefit
D) geographic

Accepted Answer

The advertising for the GM Horizon is using benefit segmentation by emphasizing the benefit of being able to haul 8 or more people and still have room for books, bags, and sports equipment. This type of segmentation focuses on the benefits that the product can offer to the target audience.

Question 12

Which of the following is the collection,recording,and analysis of data important in marketing and communicating that information to management?
A) marketing research
B) marketing customization
C) data collection
D) marketing information

Accepted Answer

Marketing research involves the collection, recording, and analysis of data, as well as the communication of that information to management in order to make informed marketing decisions. While data collection and marketing information are also important components of marketing research, they do not encompass the full process. Marketing customization is not a commonly used term in marketing research.

Question 13

Understanding that 22 percent of the population buys 84 percent of cereal products would be useful if cereal manufacturers wanted to segment their market according to which type of segmentation?
A) psychological
B) volume
C) benefit
D) demographic

Accepted Answer

Volume segmentation involves segmenting a market based on the quantity of a certain product that is purchased by a group of consumers. In this case, understanding that 22 percent of the population buys 84 percent of cereal products would be useful for cereal manufacturers to know which segment of consumers are the highest consumers of cereal, and therefore, can be targeted with marketing efforts.

Question 14

Placing an employee in a self-service parking lot for eight hours to get the actual count of how many people leave without paying would be an example of gathering which of the following?
A) demographic data
B) secondary data
C) psychographic data
D) primary data

Accepted Answer

Placing an employee in a self-service parking lot to gather information is an example of primary data collection, as the data is being collected firsthand from the source. The other options (demographic data, psychographic data, and secondary data) do not accurately describe the type of data being collected in this scenario.

Question 15

Primary data could come from which of the following sources?
A) an estimation of sales quotas from census material
B) an examination of the competition's annual report
C) interviews with shoppers in a supermarket
D) gathering data from trade associations

Accepted Answer

Interviews with shoppers in a supermarket would provide original or primary data. Options A and D mention the use of existing data sources, while Option B refers to data from a competitor's annual report, which may not necessarily be relevant or accurate for a particular business.

Question 16

In which of the following does an interviewer interact with respondents,either in person or by mail,to obtain facts,opinions,and attitudes?
A) secondary research
B) survey research
C) observation research
D) experimental research

Accepted Answer

Survey research involves interacting with respondents to obtain information through various methods such as in-person interviews, telephone surveys, or online questionnaires. This type of research is commonly used to gather facts, opinions, and attitudes from a sample of the population.

Question 17

Which of the following are examples of secondary data?
A) interviews with shoppers
B) internal company records
C) observations of behaviour
D) conducting surveys

Accepted Answer

Internal company records are a prime example of secondary data, as they are pre-existing data and were not collected specifically for the purpose of the research at hand. The other options listed (interviews with shoppers, observations of behavior, and conducting surveys) are all methods of primary data collection.

Question 18

Which of the following is the last stage in the marketing research process?
A) Store the data for later use.
B) Thank those people who participated in the data gathering.
C) Analyze the data.
D) Make recommendations to management.

Accepted Answer

The last stage in the marketing research process is to make recommendations to management based on the analysis of the data. While it is important to store the data for later use and thank those who participated in the data gathering, these are not the final stages. Analyzing the data comes before making recommendations to management.

Question 19

An ad for Virgin Airlines shows a traveller sleeping comfortably in the airline's new seats.This ad is using which of the following type of segmentation?
A) benefit
B) psychological
C) demographic
D) geographic

Accepted Answer

The ad is using benefit segmentation by highlighting the comfort of the new seats to appeal to potential customers who value comfortable travel experiences.

Question 20

Which type of segmentation is based on what the product will do rather than on consumer characteristics?
A) demographic
B) benefit
C) volume
D) psychographic

Accepted Answer

Benefit segmentation is based on what the product will do rather than on consumer characteristics. This type of segmentation involves identifying the primary benefits that the product provides and grouping customers based on their primary motivation for using the product.

Quiz 12: Understanding the Customer

Leigh Orren sat outside a service station every day for three weeks watching how people approach the gas pumps,pump gas,pay for their gas,and how long they stayed.Orren was engaged in which of the following?

In selling telephone service,Rogers tries to gather as much information as possible about the consumer's income,buying habits,service preferences,and occupation.Rogers is using which type of decision-making information?

Which of the following is the first step in the marketing research process?

If an investigator subtracted two ounces of a cleaning concentrate from its easily recognized container and then observed how this change affected sales of the cleaner,the investigator would be engaged in which of the following?

Which of the following marketing research techniques is being used when a company representative interviews mothers to discover their attitudes toward washing clothes?

Often marketers who issue coupons will do which of the following to see if consumers will respond more favourably to half-off coupons or two-for-the-price-of-one coupons?

People with common activities,interests,and opinions are grouped together into a given lifestyle.A company that segments its market according to these different lifestyles is using which type of segmentation?

Fitness and Shape magazines are aimed at people who believe their body is a temple and want to read magazines that help them stay in top-notch physical condition.These magazines use which of the following type of segmentation?

The categories of heavy,moderate,and light users have to do with which type of segmentation?

Which of the following is research that monitors respondents' actions without direct interaction?

The 7-member Beauchamp family recently purchased a mini-van because the ads for a GM Horizon showed that it could haul 8 or more people and still have room for books,bags,and sports equipment.GM Horizon was using which of the following forms of segmentation in its advertising?

Which of the following is the collection,recording,and analysis of data important in marketing and communicating that information to management?

Understanding that 22 percent of the population buys 84 percent of cereal products would be useful if cereal manufacturers wanted to segment their market according to which type of segmentation?

Placing an employee in a self-service parking lot for eight hours to get the actual count of how many people leave without paying would be an example of gathering which of the following?

Primary data could come from which of the following sources?

In which of the following does an interviewer interact with respondents,either in person or by mail,to obtain facts,opinions,and attitudes?

Which of the following are examples of secondary data?

Which of the following is the last stage in the marketing research process?

An ad for Virgin Airlines shows a traveller sleeping comfortably in the airline's new seats.This ad is using which of the following type of segmentation?

Which type of segmentation is based on what the product will do rather than on consumer characteristics?