Question 1

The stage of performance of research involves:
A) coding, labeling, and structuring data.
B) defining the nature and purpose of collecting the data.
C) analyzing and interpreting the collected data.
D) preparing for data collection and collecting them.

Accepted Answer

The stage of preparing for data collection and collecting them comes before any other research activities. The other options (coding, labeling, and structuring data, defining the nature and purpose of collecting the data, and analyzing and interpreting the collected data) are activities that come after data collection has taken place.

Question 2

Processing research data includes:
A) preparing observational forms for data collection.
B) obtaining and recording the maximal amount of useful information.
C) collecting data by means of a questionnaire, either by mail or phone.
D) editing, structuring, and coding data for statistical analysis.

Accepted Answer

Processing research data includes editing, structuring, and coding data for statistical analysis. While A, B, and C are important steps in data collection, they are not part of the processing stage.

Question 3

Which of the following is a benefit of observation as a method of data collection?
A) It is accurate in measuring covert behavior.
B) It is useful in studying cross-cultural differences.
C) It can assess attitudes that cause certain behaviors.
D) It can provide clear evidence of causal relationships.

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 4

Which of the following takes place during the processing of research data?
A) Preparing the research report
B) Choosing between primary data and secondary data
C) Recording the maximal amount of useful information
D) Interpreting and assessing the research results

Accepted Answer

Processing research data involves interpreting and assessing the research results to draw meaningful conclusions. Preparing the research report is a separate step that comes after the processing of data. Choosing between primary and secondary data is a decision made in the design phase of the research project. Recording the maximal amount of useful information is important, but it's only one part of the data collection process and doesn't specifically refer to the processing of data.

Question 5

One disadvantage of projective techniques as a data collection method is that:
A) they are highly threatening to respondents for sensitive topics.
B) they cannot be used for word association tests of new brand names.
C) they do not enable the identification of important motives underlying consumer choices.
D) they require trained and experienced interviewers as sensitive data may be elicited.

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 6

One advantage of Internet surveys is that:
A) they are accurate and free from respondents' self-selection bias.
B) they do not require their responses to be checked for duplication.
C) they enable the easy generation of sample frames.
D) they enable the processing of real-time data.

Accepted Answer

Internet surveys enable the processing of real-time data, which means that responses can be collected and analyzed instantly as they come in. This can be helpful for quick decision-making or for monitoring changes in attitudes and behaviors over time. While Internet surveys may also have advantages in terms of ease of generating sample frames and reaching a large number of respondents, they are not necessarily free from self-selection bias and may require careful checking for duplication of responses. However, the ability to process data in real-time is a clear advantage that sets Internet surveys apart from other methods.

Question 7

Judgment and insight are needed to draw appropriate inferences and conclusions from research results because marketing research studies:
A) imply significant relationships among variables.
B) do not use econometric or statistical techniques.
C) seldom obtain findings that are unambiguous.
D) always use extremely large secondary data sets.

Accepted Answer

Marketing research studies often involve collecting data from a sample of a population, which means that findings may not be exactly representative of the population as a whole or may be subject to measurement error or bias. Furthermore, different statistical techniques may yield different results or interpretations of the same data. Therefore, judgment and insight are needed to assess the validity, reliability, and practical significance of research results, as well as to consider alternative explanations, limitations, and implications of the findings. Econometric or statistical techniques may be used in some marketing research studies, but they are not the only or the most important factors in drawing appropriate inferences and conclusions. Extremely large secondary data sets may provide valuable information, but they still require careful analysis and interpretation to avoid erroneous conclusions or oversimplifications.

Question 8

A drawback of using observation as a data collection method is that:
A) it is inaccurate in measuring overt behavior.
B) it cannot be used to study cross-cultural differences.
C) it is appropriate only for frequently occurring behaviors.
D) it cannot be used to collect sensitive data about the respondents.

Accepted Answer

Observation is time-consuming and may not be feasible for infrequent behaviors. Therefore, it is only appropriate for frequently occurring behaviors.

Question 9

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?
A) Performance of the research
B) Preparation of the research report
C) Plan of the research
D) Processing of research data

Accepted Answer

Holly's team is currently at the processing of research data stage, where they are analyzing the information collected and feeding it into a statistical analysis program to uncover any significant patterns.

Question 10

Which of the following is the final step of the research process?
A) Processing of research data
B) Data structuring and analysis
C) Preparation of the research report
D) Performance of the research

Accepted Answer

The final step of the research process is the preparation of the research report. This step involves organizing and interpreting data, drawing conclusions, and presenting findings to the audience. The report should provide enough information to enable decision-making and future research. The other options listed are important steps in the research process, but they typically come before the preparation of the research report.

Question 11

Budget constraints on marketing research are most likely to lead to:
A) wrong interpretation of the research results.
B) pretest measurements of competitive brand sales.
C) incorrectly formulated sample size and design.
D) incorrect reasons regarding why the research is needed.

Accepted Answer

Budget constraints may limit the sample size and design of marketing research, which could lead to ineffective data collection and analysis. Incorrectly formulated sample size and design may not provide accurate representation of the target market, which can lead to biased results and wrong interpretation of the research findings.

Question 12

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.
A) research report
B) research plan
C) research proposal
D) research strategy

Accepted Answer

A research report is a comprehensive document that details all research activities and includes a write-up of each previous stage and strategic recommendations. A research plan outlines the scope and objectives of a research project, a research proposal outlines the initial idea and approach for a research project, and a research strategy outlines the overall approach and framework for conducting research.

Question 13

India Apparel Inc. is a popular clothing manufacturer in India. It intends to introduce its clothing line in the United States. However, before it does so on a large scale, it releases a portion of its line in two select clothing retail stores in the United States. India Apparel Inc. aims to sell the products on this small-scale basis to estimate consumer acceptance and competitive retaliation before deciding whether its products will work in the American market. This approach to marketing a product is called _____.
A) internal marketing
B) test marketing
C) digital marketing
D) social marketing

Accepted Answer

The approach described in the scenario is called test marketing. This involves releasing a product on a limited scale in specific markets to gather feedback and estimate consumer acceptance before launching it on a larger scale. Internal marketing refers to marketing efforts targeted towards employees within a company. Digital marketing involves using digital channels to promote a product or service. Social marketing refers to using marketing techniques to promote socially beneficial behaviors.

Question 14

Which of the following is a benefit of using projective techniques as a method of data collection?
A) They are less threatening to respondents for sensitive topics.
B) They minimize the need for trained and experienced interviewers.
C) They substantially reduce the cost per interview in the research study.
D) They provide the broadest geographic dispersion for a marketing research study.

Accepted Answer

Projective techniques allow for the exploration of sensitive or unconscious attitudes and behaviors of respondents without directly asking them. This can make respondents feel less threatened or defensive in responding to sensitive topics, increasing the validity and reliability of the data collected. The other options are not benefits of using projective techniques.

Question 15

Which of the following marketing research data collection methods allows respondents to answer surveys at their convenience and facilitate the evaluation of visual stimuli?
A) Telephone surveys
B) Internet surveys
C) Face-to-face surveys
D) Mall intercepts

Accepted Answer

Internet surveys allow respondents to answer surveys at their convenience and often have the ability to incorporate visual stimuli such as images or videos. Telephone surveys and face-to-face surveys require a set time for the conversation and cannot easily incorporate visual stimuli. Mall intercepts involve intercepting people in public places to ask for their opinions, which may not be convenient or comfortable for the respondent.

Question 16

The major goal of most test marketing is to:
A) estimate the future sales potential of new products.
B) evaluate store layouts of a new store.
C) establish the placement of new products.
D) identify the location for a new store.

Accepted Answer

Test marketing is done to estimate the future sales potential of new products. It helps companies to evaluate the product's performance and make necessary adjustments before launching it into the mass market. Test marketing can be done through various methods such as surveys, focus groups, and experimental stores.

Question 17

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?
A) Processing of research data
B) Plan of the research
C) Performance of the research
D) Preparation of the research report

Accepted Answer

The performance of research involves obtaining and recording the maximal amount of useful information, subject to the constraints of time, money, and respondent privacy. This step involves collecting data through various methods such as surveys, interviews, focus groups, or observation. Processing of research data, plan of the research, and preparation of the research report all come after the performance of the research.

Question 18

A drawback of using Internet surveys as a data collection method in marketing research is that:
A) they take a long time to be executed.
B) they make real time data processing impossible.
C) they pose difficulties in generating sample frames for probability sampling.
D) they create a high degree of perceived intrusion as respondents cannot answer the questions at their convenience.

Accepted Answer

Internet surveys can have difficulty generating sample frames for probability sampling because not everyone has equal access to the internet or may not be willing to participate in online surveys. This can lead to biases in the sample population, making it difficult to generalize findings to the larger population.

Question 19

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:
A) determination of research purpose.
B) performance of the research.
C) development of a research plan.
D) processing of research data.

Accepted Answer

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

Question 20

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?
A) Performance of the research
B) Processing of the research
C) Planning of the research
D) Preparation of the research report

Accepted Answer

The answer of In which of the following steps of...

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

The stage of performance of research involves:

Processing research data includes:

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

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

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

One advantage of Internet surveys is that:

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

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

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

Budget constraints on marketing research are most likely to lead to:

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.

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

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

The major goal of most test marketing is to:

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?

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

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?