Question 1

In marketing research,a sample is best described as

Accepted Answer

A sample is a subset of a larger population that is selected for research. It is a limited number of units chosen to represent the characteristics of a total population. The sample is selected to ensure that it is representative of the population and can provide accurate results for the research study. Option A describes a subset of a larger group, but it does not necessarily represent the characteristics of the total population. Option B refers to the total population of interest, not the sample. Option D describes a group within a population that shares a common attribute, but it does not necessarily represent the characteristics of the total population. Option E describes a product offered to customers, which is not related to sampling in marketing research.

Question 2

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

Accepted Answer

The U.S. Census Bureau collects and provides data on various aspects of the population and economy, which can be accessed by external parties as secondary data for research and analysis purposes. Therefore, option A is the correct answer. Sampling systems, primary data, internal secondary data, and hypotheses are not directly related to the use of U.S. Census Bureau data.

Question 3

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan,the population of study would be

Accepted Answer

The population of study for understanding the textbook and school supplies needs at the University of Michigan would include all students (who are the primary consumers of textbooks and supplies), faculty (who decide on textbooks), supporters (who may purchase supplies as gifts or for promotional reasons), and staff (who may also have needs for supplies for administrative purposes). This comprehensive group would give the most accurate understanding of the needs on campus.

Question 4

AOL Time Warner 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,AOL Time Warner is using

Accepted Answer

AOL Time Warner is using internal secondary data because the sales reports are generated within the company and are being used for a purpose other than that for which they were originally collected.

Question 5

Marketers often begin the data collection phase of a research project by gathering secondary data.This type of information may come from both ____ and ____ sources.

Accepted Answer

Secondary data can come from both internal sources (such as sales reports or customer databases) and external sources (such as industry reports or government publications). Therefore, option B (internal and external) is the best choice.

Question 6

Secondary data cannot be obtained from

Accepted Answer

Surveys are a primary data source, meaning they are collected directly from participants. Secondary data sources include trade journals, government reports, international sources, and literature retrieval databases.

Question 7

If Georgia-Pacific seeks information about trends in housing starts around the country and uses U.S.Department of Commerce reports to get this information,it is using ____ data.

Accepted Answer

Secondary data refers to data that has been collected and published by others, such as government agencies or industry associations. The U.S. Department of Commerce is a source of secondary data, and therefore using their reports would be an example of using secondary data.

Question 8

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

The problem indicated is that customer satisfaction is not translating to repurchase behavior. This suggests that there may be an issue with the validity of the research design, as the results are not reflecting real-world behavior. Validity refers to the degree to which research accurately measures the intended topic or behavior.

Question 9

If you were to choose a sample with which to study the market for preschool toys in Illinois,the population would logically be defined as all

Accepted Answer

The market for preschool toys in Illinois would be most relevant to families in Illinois that have or are expecting preschool children. This population would be the most appropriate to study as they are the ones who would be most likely to purchase preschool toys. A sample of preschools in Illinois would also be relevant, but may not provide as comprehensive of a view of the overall market for preschool toys. The other options (A, C, and E) are too broad and not specific enough to the market for preschool toys in Illinois.

Question 10

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

Accepted Answer

The population refers to the entire group of individuals or objects that researchers want to study. In this case, the population is all the registered voters in the Sixth District, which is the group that Patricia Robertson is interested in knowing the intended choices of.

Question 11

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

Accepted Answer

Subscription services such as ACNielsen provide external secondary data, which is data collected by an external source for a purpose other than the researcher's current project.

Question 12

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

Accepted Answer

Accounting records can provide valuable information on sales trends, customer behavior, and product performance. This includes data on past sales figures, profits, and expenses. By analyzing these records, marketing managers can identify patterns and make informed decisions about product development, pricing, and promotion.

Question 13

If Carrie wants to do some market research about the footwear industry that her company is a part of,but she has limited money and time,she would most likely collect

Accepted Answer

Given that Carrie has limited money and time, the best option for her would be to collect secondary data. This type of data is already available and has been collected by someone else, so it is usually less expensive and less time-consuming to obtain than primary data. Examples of sources of secondary data include government reports, industry studies, and published articles.

Question 14

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

Accepted Answer

The data Jan Halverson found at the library is considered secondary data because it was collected and published by someone else for a different purpose than her current research objective.

Question 15

If Bloomingdale's wants to learn about consumers' attitudes toward on-line purchases and conducts a study to acquire this information,this study would collect ____ data.

Accepted Answer

The study conducted by Bloomingdale's to collect information about consumers' attitudes towards online purchases would collect primary data. Primary data is data that is collected for a specific purpose through direct observation, surveys, or other data collection methods. The study would not be causal or experimental because it is not attempting to establish cause-and-effect relationships or manipulate variables. It would not be laboratory data because the study would likely be conducted in a natural setting, such as through online surveys or interviews. It would also not be secondary data because secondary data is data that has already been collected by someone else for a different purpose, such as market research reports or government statistics.

Question 16

Palmetto Regional 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

Accepted Answer

The next step in the marketing research process after designing a research project is collecting data. Palmetto Regional Hospital will need to collect data in order to test their hypothesis and ultimately draw conclusions about the best methods for improving patient care.

Question 17

Data that are observed or collected directly from respondents are called

Accepted Answer

Primary data are collected directly from respondents through surveys, interviews, or observations. The other options are not accurate descriptions of this type of data.

Question 18

All the elements,individuals,or units of interest to researchers for a specific study are called the

Accepted Answer

Population refers to the entire group of elements, individuals, or units of interest to researchers for a specific study. The sample is a subset of the population that is selected for data collection. The data set is the actual data collected, and focus groups and target markets refer specifically to marketing research.

Question 19

A study that is valid and reliable

Accepted Answer

A study that is valid and reliable measures what it is supposed to measure and produces almost identical results every time. This is important to ensure that the research findings can be trusted and used to make informed decisions.

Question 20

Primary data are best described as the

Accepted Answer

Primary data are data that are observed, recorded, or collected directly from subjects. They are collected for a specific study, rather than being compiled for some other purpose. Therefore, option C is the correct description of primary data.

Quiz 4: Information for Marketing Decisions