Question 1

Which step of the marketing research process involves obtaining and recording the maximal amount of useful information,subject to the constraints of time,money,and respondent privacy?

Accepted Answer

The step of obtaining and recording the maximal amount of useful information falls under the performance of research, which involves collecting data using various methods like surveys, focus groups, experiments, and observational studies. Processing of research data involves analyzing and interpreting the collected data, plan of research involves defining the research problem and objectives, and preparation of the research report involves presenting the findings and recommendations.

Question 2

Which of the following marketing research data collection methods allows respondents to answer surveys at their convenience and facilitate the evaluation of visual stimuli?

Accepted Answer

Internet surveys allow respondents to answer surveys at their convenience and also facilitate the evaluation of visual stimuli, unlike telephone surveys or face-to-face surveys. Mall intercepts are face-to-face surveys conducted within a shopping mall.

Question 3

Judgment and insight are needed to draw appropriate inferences and conclusions from research results because marketing research studies:

Accepted Answer

Marketing research studies often involve complex data and multiple variables, which can make it challenging to draw clear and definitive conclusions from the results. Judgment and insight are necessary to navigate these complexities and interpret the findings in a meaningful way.

Question 4

An advantage of using mall intercepts as a data collection method in marketing research is that:

Accepted Answer

Mall intercepts have fairly high response rates because they allow researchers to approach potential respondents who are already in a shopping or leisure mindset, and they have the opportunity to ask for their participation in person. This increases the likelihood that they will agree to participate and complete the survey.

Question 5

A drawback of personal (in-depth)interviews as a data collection method in marketing research is that:

Accepted Answer

Personal interviews have a high cost per contact as they require a skilled interviewer to conduct the interview, and typically involve more time and effort than other data collection methods. Therefore, they are not as cost-effective as other methods such as online surveys or telephone interviews.

Question 6

Which of the following takes place during the processing of research data?

Accepted Answer

Processing research data involves interpreting and assessing the research results to draw conclusions and insights from the data collected. Preparing the research report happens after the data processing stage. Choosing between primary and secondary data occurs during the data collection stage. Recording the maximal amount of useful information is also part of the data collection process, and not specifically related to data processing.

Question 7

One advantage of Internet surveys is that:

Accepted Answer

Internet surveys allow for the collection and processing of data in real time, which can be efficient and timely for researchers. While they may not be entirely free from self-selection bias, measures can be taken to minimize this potential limitation. Generating sample frames can also be easier using the internet as researchers can access large populations of potential respondents. However, duplication checks are still necessary to ensure data quality. Overall, the real-time processing of data is a key advantage of Internet surveys.

Question 8

In which of the following steps of the research process does a researcher locate data or prepare observational forms or questionnaires if the research involves collecting primary data?

Accepted Answer

In the "Performance of the research" step, researchers gather data, which involves locating data sources or preparing tools like questionnaires for primary data collection.

Question 9

One disadvantage of projective techniques as a data collection method is that:

Accepted Answer

Projective techniques often elicit sensitive data that require careful interpretation, thus necessitating interviewers who are not only trained but also experienced in handling such data and in ensuring the ethical treatment of participants.

Question 10

Which of the following is a benefit of observation as a method of data collection?

Accepted Answer

Observation is particularly useful in studying cross-cultural differences because it allows researchers to directly see and record behaviors and interactions in different cultural settings, providing insights that might not be captured through other data collection methods like surveys or interviews.

Question 11

Holly and her team have conducted a survey on a sample of 500 respondents to assess the changing trends among consumers buying baby food.They have coded and collated all the information and fed them into a computer-based statistical analysis program.The results of the analysis are being examined by the team to uncover any significant patterns of consumer preferences.Which stage of the research process is Holly's team currently at in this scenario?

Accepted Answer

Holly's team is currently processing the research data by inputting it into a computer-based statistical analysis program to uncover any significant patterns of consumer preferences.

Question 12

The marketing team at Stacey Collins Inc.is conducting research to determine the reaction of consumers to its new line of genuine leather clothing.The team is drawing a sample and preparing the questionnaires it intends to send out to the sample.It is also deciding whether it will rely mostly on secondary data or primary data to make its decisions.Considering the five Ps of the marketing research process,the marketing team is currently involved in the:

Accepted Answer

The answer of The marketing team at Stacey Collins Inc.is...

Question 13

A drawback of using observation as a data collection method is that:

Accepted Answer

Observation is time-consuming and can only be used for frequent behaviours. If a behaviour happens too infrequently or sporadically, observing it enough times to get an accurate understanding of its patterns is unlikely.

Question 14

A drawback of using Internet surveys as a data collection method in marketing research is that:

Accepted Answer

Internet surveys can pose difficulties in generating sample frames for probability sampling because not everyone has access to the internet and even those who do may not be easily reachable or willing to participate in surveys online. This can create bias in the sample and affect the reliability and validity of the data collected.

Question 15

Which of the following is the final step of the research process?

Accepted Answer

The final step of the research process is the preparation of the research report. This includes summarizing the findings, drawing conclusions, and presenting recommendations based on the data collected and analyzed in earlier steps.

Question 16

Which of the following is a benefit of using projective techniques as a method of data collection?

Accepted Answer

Projective techniques are useful in word association tests where respondents are asked to project their feelings, attitudes or beliefs onto an ambiguous stimulus. This can help to uncover underlying motivations or beliefs that might not be expressed through direct questioning.

Answer: B
 Projective techniques often require skilled and experienced interviewers who are able to interpret and probe respondents' responses. This can be time-consuming and costly, making it difficult to use these techniques on a large scale.

Answer: C
 Projective techniques can be expensive to administer, particularly if skilled interviewers are required. However, the cost per interview can be reduced if a large number of respondents are interviewed in a short amount of time.

Answer: D
 Projective techniques are not designed to provide a broad geographic dispersion for a marketing research study. Instead, they are often used to gain a deeper understanding of consumer attitudes and beliefs among a specific population or group.

Question 17

The major goal of most test marketing is to:

Accepted Answer

The major goal of test marketing is usually to estimate the future sales potential of new products. Test marketing involves introducing a product to a small, representative sample of the target market in order to study the product's performance, including factors such as consumer response and demand. By analyzing the results of a test market, marketers can make informed decisions about the potential success of a product and whether it is worth investing in a larger-scale launch.

Question 18

The stage of performance of the research involves:

Accepted Answer

The stage of performance of the research involves preparing for data collection and actually collecting them. This includes selecting appropriate methods for data collection, determining the sampling techniques, designing data collection instruments, and ensuring the ethical considerations involved in data collection. Once the data has been collected, the researcher can move on to coding, labeling, and structuring the data, analyzing and interpreting the collected data. Therefore, option D is the best choice.

Question 19

Processing research data includes:

Accepted Answer

Processing research data involves editing, structuring, and coding the collected data for statistical analysis. The other choices are related to collecting data, not processing it.

Question 20

A _____ is a complete statement of everything done in a research project and includes a write-up of each of the previous stages as well as the strategic recommendations from the research.

Accepted Answer

A research report is a complete document that includes all stages of the research process, from planning to data collection, analysis and interpretation, and includes strategic recommendations based on the research findings. It is a comprehensive and detailed document that provides a complete overview of the research project.

Quiz 2: Marketing Research: Process and Systems for Decision Making