Deck 7: Marketing Research

Question 1

As a marketing researcher, one should differentiate between a real problem and a symptom of the real problem.Which one of the following is likely to be a symptom of the problem?

A)Change in customers' preferences
B)Change in size of the market
C)Customer preference of the new product features
D)Market share decline
E)New competitor entrance

Answer 1

D

Question 2

Commercial research firms such as Nielsen, Leger Marketing, and National Purchase Diary Panel are sources of:

A)experimental data.
B)focus group data.
C)control group data.
D)syndicated data.
E)biased data.

Answer 2

D

Question 3

Which of the following is a source of secondary data?

A)Focus groups
B)Surveys
C)In-person interviews
D)Census data
E)Experiments

Answer 3

D

Question 4

The term "secondary data" refers to the data that has been collected:

A)to address specific research needs.
B)from in-depth interviews and surveys.
C)prior to the start of the focal project.
D)from a particular focus group.
E)to address questions currently under investigation.

Question 5

Which of the following is NOT a step in the marketing research process?

A)Design the research plan
B)Define mission statement and objective
C)Analyze data
D)Collect data
E)Determine action plan

Question 6

The data obtained from which of the following research techniques is likely to be acquired by leading marketing research firms to help other firms assess the market activity?

A)Scanner research
B)Panel research
C)Survey research
D)Experimental research
E)Exploratory research

Question 7

APR Consulting is an integrated marketing solutions company.When approached by clients who want to market a new product, APR Consulting will ideally start the market research process by:

A)identifying the target market and customer needs.
B)deciding how much time and money the clients are willing to spend.
C)defining the research problem and objectives.
D)defining the alternatives and uncertainties.
E)developing and implementing the research plan.

Question 8

Which of the following is the first factor that managers consider before embarking on a marketing research project?

A)The cost of undertaking the project
B)The usefulness of the project to a firm
C)The time limit of the project
D)The sample size to be used in the research
E)The questions to be used in a questionnaire

Question 9

Raw numbers or other factual information that, on their own, have limited value to marketers can be termed as:

A)data.
B)samples.
C)information.
D)hypotheses.
E)observation.

Question 10

Assuming that a particular market research study will reduce uncertainty associated with the proposed project, which of the following is the second question that needs to be addressed before starting the study?

A)How will the results be presented?
B)Will observation research be considered intrusive?
C)Is top management committed to the study?
D)How will the questions be defined?
E)Who will manage the research?

Question 11

The type of quantitative research that uses data obtained from readings of UPC codes at checkout counters is called:

A)panel data.
B)exploratory research.
C)survey research.
D)syndicated data.
E)scanner data.

Question 12

Political consultants have been using market research for decades to help their candidates understand:

A)who makes up the voting public and how to reach them.
B)what ethical lapses they can get away with.
C)which consumers spend the most money.
D)what are the food habits of the public.
E)how to sell their votes.

Question 13

If Bell Canada obtains purchase history of its current customers to send them promotions for a new product, what data source Bell Canada uses?

A)Primary data
B)Internal secondary data
C)Survey research
D)External secondary data
E)Scanner data

Question 14

Which of the following types of quantitative research involves collecting information from a group of consumers over time?

A)Scanner data
B)Experimental research
C)Panel data
D)Exploratory research
E)Survey research

Question 15

The term "marketing research" refers to:

A)a strategic way of developing a marketing plan by mixing the controllable elements.
B)an area of study concerned with managing the resources and activities of a firm.
C)a series of actions that help in enhancing the performance of firms.
D)a set of techniques for systematically collecting, recording, analyzing, and interpreting useful data.
E)a procedure that a marketer follows when developing a market plan.

Question 16

Which of the following is an internal source of secondary data?

A)Government agencies
B)Syndicated services
C)Directories
D)Journal articles
E)Customer lists

Question 17

Caroline needs to research information about income and age distribution in Fort McMurray, an urban service area in Alberta.Which of the following would be the most useful source of data for Caroline in terms of being easily accessible at a low cost?

A)Door-to-door surveys
B)Focus group interviews
C)Syndicated data
D)Sales invoices at public libraries
E)Census data

Question 18

The first step in a market research project is to:

A)design a research plan.
B)analyze data and develop insights.
C)define objectives and research needs.
D)present an action plan.
E)collect data.

Question 19

Data that has been organized, analyzed, interpreted, and converted into a useful form for decision makers is called:

A)samples.
B)hypotheses.
C)information.
D)observation.
E)codes.

Question 20

Which of the following statements best describes the market research process?

A)It ideally begins by collecting and analyzing data.
B)Research design takes place prior to formulating and identifying the research problem.
C)It is rigid in nature, and all companies have to follow the steps in the right sequence.
D)Research design begins immediately after data collection.
E)It usually ends with presenting an action plan.

Question 21

Briggs, a fast-food chain, conducted a survey at one of its outlets regarding the taste, price, and quality of its products.Briggs found that its customers were pleased with the taste and quality but felt that prices were a little high.When the same survey was conducted across its other outlets, it received different responses from customers.This shows that the survey conducted by Briggs may lack:

A)validity.
B)plausibility.
C)reliability.
D)flexibility.
E)rigidity.

Question 22

The extent to which a study actually measures what it is supposed to measure is called:

A)reliability.
B)validity.
C)plausibility.
D)credibility.
E)sustainability.

Question 23

A local coffee shop spend $1,000 in advertising on Facebook with no success.Alex, the marketing manager, believes the company send a wrong message to the audience.He believes the message should have focused on quality of coffee rather than price.Alex statements are examples of:

A)Problem definition
B)Research objectives
C)Data analysis
D)Action plan
E)Hypotheses

Question 24

Which of the following involves gathering qualitative data about initial reactions to a new or existing product or service, opinions about different competitive offerings, or reactions to marketing stimuli?

A)Panel research
B)Experimental research
C)Survey groups
D)Scanner research
E)Focus groups

Question 25

Kids 'N' Toys, a popular toy company, is conducting marketing research to gauge the response to its new doll before introducing it to the market on a large scale.The target market for this doll consists of girls between the ages of four and eight.To conduct the study, Kids 'N' Toys randomly selected 100 girls in this age group from various schools in the country and studied their response.The process of selecting the group of girls from various schools for the study is known as:

A)syndication.
B)sampling.
C)hypothesizing.
D)validation.
E)analyzing.

Question 26

The marketing team of a renowned car company wanted to gain information from its customers regarding the performance of its new car.For this, the team designed a questionnaire with questions relating to the car's performance and distributed it among the company's customers.The data analysis of the survey showed that the customers were happy with the mileage of the car.The team obtained the same results when they conducted the same survey at all the company's outlets.This shows that the company's research study is:

A)fuzzy.
B)reliable.
C)flexible.
D)open-ended.
E)nonquantitative.

Question 27

Which of the following is a major advantage of primary research?

A)It is cost effective.
B)It is readily available.
C)It hardly requires sophisticated training and experience to design the research.
D)It usually can be tailored to fit research questions.
E)It saves time in collecting data.

Question 28

The data collected from which of the following sources can be considered as primary data?

A)Magazines
B)Focus groups
C)Advertising Age
D)Department of Foreign Affairs and Trade
E)Canadian News Index

Question 29

Netflix is able to analyze data from its millions of users and customize its recommendations to them.This is an example of _____.

A)Primary data
B)Secondary data
C)Big data
D)Panel data
E)Observation

Question 30

The extent to which the same result is achieved when a study is repeated under identical situations is called:

A)plausibility.
B)validity.
C)probability.
D)sustainability.
E)reliability.

Question 31

Which of the following best describes primary research?

A)It reduces data collection costs.
B)It saves data collection time because the data is readily available.
C)It offers behavioural insights and answers specific questions.
D)The information obtained from this research may not be as timely as needed.
E)The information obtained from this research may not be relevant to a company's information needs.

Question 32

Which one of the following is NOT a pros of using Social Media in Research?

A)Very current feedback
B)A statistically representative sample
C)Large accessible sample
D)Large amount of information provided on social media.
E)Consumers freely offer opinions and insights

Question 33

Which of the following is an advantage of secondary data?

A)It addresses specific research needs.
B)It is highly specific as it is timely.
C)It saves time in data collection.
D)The sources used by this research are always relevant and original.
E)It is typically always adequate in meeting researchers' needs.

Question 34

A new startup was able to find answers to its marketing research questions from Statista website.This is an example of _____.

A)Big data
B)Panel data
C)External secondary data
D)Internal secondary data
E)Observation

Question 35

Which of the following could be seriously reduced due to an improper execution of the important aspects of primary data collection?

A)Sample size and data analysis procedure
B)Problem definition or hypothesis and reliability
C)Reliability and central limit theorem
D)Reliability and validity
E)Hypothesis formulation and statistical analysis

Question 36

A popular shoe brand for boys that targets the age group of 12 to 15 years wanted to conduct a survey regarding the comfort of its recently launched shoes.For the survey, it selected a group of 250 boys from various schools in San Francisco.This selected group of boys is called a(n):

A)syndication.
B)element.
C)sample.
D)case.
E)hypothesis.

Question 37

The field of marketing research has seen enormous changes in the last few years because of all the following EXCEPT:

A)Computing ability readily available to manipulate data in real time
B)Access to in-house or available software to convert the data into valuable decision-making insight
C)The increase in the amounts of data to which retailers, service providers, and manufacturers have access.
D)The ease of collecting and storing data
E)Customers' willingness to participate in companies' surveys.

Question 38

A segment or subset of the population that adequately represents the entire population of interest is known as a(n):

A)hypothesis.
B)observation.
C)element.
D)case.
E)sample.

Question 39

If marketing researchers are ready to move beyond preliminary insights, they are ready to engage in:

A)quantitative research.
B)in-depth interviews.
C)syndicated marketing surveys.
D)exploratory research.
E)structured questionnaire analysis.

Question 40

Natalie is the marketing director of One Dollar stores, a retail chain in Canada.From the recent sales reports, Natalie notices that sales had increased in some stores and decreased in others.She is unable to predict the reason for this variation in sales.The method of research that Natalie is likely to employ to gain a better understanding of the variation and to clearly define its cause will be:

A)qualitative research.
B)panel research.
C)quantitative research.
D)conclusive research.
E)scanner research.

Question 41

Which of the following data collection methods helps firms to gather the most up-to-date news about itself, its products and services, and its competitors?

A)In-depth interviews
B)Ethnography
C)Social media
D)Projective technique
E)Focus groups

Question 42

Michelle has hired a market research company to gather a small group of soft-drink consumers and obtain feedback on three new advertising slogans her firm is thinking of using.Which of the following will the market research firm create in order to provide the information requested by Michelle?

A)Industry surveys
B)International surveys
C)Focus groups
D)Observation centres
E)In-depth analyses

Question 43

A type of qualitative research method that entails examining purchase and consumption behaviours through personal or video camera scrutiny is:

A)projective technique.
B)social media.
C)observation.
D)participative analysis.
E)in-depth interview.

Question 44

Harold was developing a questionnaire to conduct an online survey regarding the factors that influence textbook selection by professors for a particular course.Since he was unsure of the possible responses for each question, he decided to confer with some professors at a local university to decide on the responses that he could include in the questionnaire.Identify the method of qualitative research that Harold used to decide on the responses.

A)In-depth interview
B)Panel research
C)Experimental research
D)Observation
E)Projective technique

Question 45

Alex, the marketing manager of a soft-drink company, creates three advertising slogans for a newly developed drink and wants to pick one of the slogans.He brings together a small group of consumers, explains to them the idea behind the slogans, and asks for their feedback.Identify the method of research employed by Alex.

A)Industry survey
B)International survey
C)Focus group
D)Observation centre
E)In-depth interview

Question 46

The focus group is an exploratory research technique in which:

A)closed-ended questions for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate.
B)the research systematically manipulates one or more variables to determine which variable(s)have a causal effect on another variable.
C)the researcher studies people in their daily lives and activities in their homes, work, and communities.
D)a small group comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator.
E)a set of questions is designed to gather information from respondents and thereby accomplish the researchers' objectives.

Question 47

A company that manufactures bicycles for kids wants to monitor the reactions of kids when they are taken to the bicycle store.This is done through a closed-circuit camera installed in the bicycle store.Which of the following research methods is being employed by the company?

A)In-depth interviews
B)Experimental research
C)Projective technique
D)Observation
E)Focus groups

Question 48

Which of the following is a benefit of using in-depth interviews as a research method?

A)They are useful when consumers are unable to articulate their experiences.
B)They can provide an historical context for the phenomenon of interest.
C)They are the most cost-effective method for reaching a large sample of consumers.
D)They yield quantitative data that can be analyzed using sophisticated statistical analysis.
E)They are relatively inexpensive compared to other primary research methods.

Question 49

A research technique in which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue is called a(n):

A)in-depth interview.
B)focus group.
C)survey research.
D)projective technique.
E)experimental research.

Question 50

A store manager at George, a retail chain, wants to monitor the response of customers to new products launched in George's recently renovated retail store on Yonge Street.He appoints a few staff members to monitor the customers while they are in the store.The research method being used by the manager is:

A)in-depth interviews.
B)survey research.
C)observation.
D)projective technique.
E)panel research.

Question 51

Darren wants to know the customers' opinion on the existing products of his company.He collects this information by bringing together a few of his important customers and having a detailed discussion with them.Identify the method of research used by Darren.

A)experimental research.
B)structured survey.
C)focus group.
D)projective technique.
E)observation.

Question 52

Zan hires a trained researcher to ask customers questions, listen to and record their answers, and then pose additional questions and clarify or expand on a particular issue that Zan is dealing with.Identify the research method used by Zan.

A)Experimental research.
B)Structured survey.
C)In-depth interview.
D)Primary data mining.
E)Observation.

Question 53

Which of the following primary qualitative data collection techniques is most frequently used?

A)Social media
B)Focus groups
C)Projective technique
D)Survey research
E)Ethnography

Question 54

A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry, is known as:

A)panel research.
B)survey research.
C)an in-depth interview.
D)a focus group.
E)projective technique.

Question 55

Which of the following qualitative research methods is particularly useful when customers are unable to articulate their experiences?

A)In-depth interviews
B)Observation
C)Focus groups
D)Projective technique
E)Social media

Question 56

Randall wants to do an online survey of factors that influence the textbook selection process of college professors.Since Randall is unsure of how to go about this, which of the following could he use that would help him most in conducting the survey?

A)In-depth interviews
B)International surveys
C)Experimental research
D)Observation
E)Primary data mining

Question 57

A statement or proposition predicting a particular relationship among multiple variables is called the:

A)scanner data.
B)syndicated data.
C)hypothesis.
D)sample.
E)questionnaire.

Question 58

An observational method that studies people in their daily lives and activities in their homes, work, and communities is called:

A)focusing.
B)hypothesizing.
C)sampling.
D)panel research.
E)ethnography.

Question 59

Which of the following research techniques is the most helpful in providing insights about how people feel about a product or service at an individual level?

A)Focus groups
B)In-depth interviews
C)Observation
D)Survey research
E)Social media

Question 60

A marketing firm is trying to develop an ad for one of its clients.It selects a group of people, shows them an unbranded visual that is under consideration for the ad, and asks them to create a story around it.A moderator or interviewer encourages participants to go beyond the literal and release some of the more elusive feelings and associations that the visual stirs up in their imagination.In this scenario, which of the following is being used by the marketing firm?

A)Observation
B)Projective technique
C)Survey research
D)Experimental research
E)Ethnography

Question 61

Which of the following statements best describes qualitative research?

A)It uses an objectively selected sample to permit generalization of findings.
B)It is clear, well defined, and usually has structured questions in a questionnaire.
C)It is typically interpretive and subjective based on content analysis.
D)It needs strong statistical analysis and interpretation of number skills.
E)It is generally rigid and has a well-laid-out procedure for data collection.

Question 62

A closed-ended question for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate is called a(n):

A)indefinite question.
B)structured question.
C)hypothetical question.
D)disorganized question.
E)unstructured question.

Question 63

Tasmina has started her own business insurance software firm.She cannot afford a market research firm to keep track of what her business rivals are doing.With her shoestring budget, Tasmina's best option to research this problem would be:

A)consulting census data.
B)visiting competitors' websites.
C)using competitors' software.
D)asking the Chamber of Commerce for assistance.
E)checking SEC filings.

Question 64

Qualtrics, a popular survey tool, is used in which of the following research methods?

A)In-depth interviews
B)Focus groups
C)Projective technique
D)Ethnography
E)Web surveys

Question 65

Qualitative research differs from quantitative research in that quantitative research is:

A)more tentative than final with its inferences.
B)often flexible and has no set procedure for data collection.
C)carried out for a general research purpose to generate preliminary insights.
D)well defined and usually has structured questions in a questionnaire.
E)nonconclusive-mainly interpretive and subjective based on content analysis.

Question 66

Which among the following would be considered a good question for a questionnaire?

A)Use of intoxicating substances is a serious offence.Agree/disagree
B)What is your monthly income?
C)Please rate our service on a scale of 1 to 5, with 1 being bad and 5 being excellent.
D)How have teachers and students at your school responded to the new 45-minute lunch period? Satisfied/Unsatisfied
E)Do you like the texture and flavour of our snack?

Question 67

What type of research methods are observation, in-depth interviews, and focus groups?

A)Conclusive
B)Quantitative
C)Secondary
D)Qualitative
E)Structured

Question 68

Which of the following research methods is the most popular type of quantitative research method that uses a questionnaire to study consumers' attitudes, preferences, behaviours, and knowledge about products and brands?

A)Survey research
B)Experimental research
C)Scanner research
D)Panel research
E)Focus groups

Question 69

Which of the following questions would be considered inappropriate for a questionnaire?

A)Do you take vitamins?
B)Should children be allowed to drink Coca-Cola in school?
C)When was the last time you went to the grocery store?
D)Do you dye your hair?
E)What brand of wristwatch do you typically wear?

Question 70

Mardios Inc., a popular clothing company, is planning to introduce a new line of clothing and would like to analyze customers' response to its pricing.In order to arrive at the optimum price, the company divides the product line into two and varies the pricing for each in the online store.Based on the sales of each set of products, Mardios Inc.then decides on the price for its retail outlets.Which of the following research techniques would help Mardios Inc.accomplish this objective?

A)Survey research
B)Experimental research
C)Panel research
D)Scanner research
E)Exploratory research

Question 71

An open-ended question that allows respondents to answer in their own words is known as a(n):

A)structured question.
B)hypothetical question.
C)unstructured question.
D)disorganized question.
E)indefinite question.

Question 72

Joe has developed two Facebook advertisements for his restaurant and is not sure which one to use.Which method of data collection should he use to answer his question?

A)Survey
B)In-depth interview
C)Experiment
D)Qualitative research
E)Panel data

Question 73

Which of the following is a structured question?

A)What comes to your mind when you see the given picture?
B)What is your opinion on the leadership of Elizabeth May?
C)What is your opinion on marriage?
D)How important do you think SAT scores are to a college student? Rate your answer on a scale of 1 to 5, with 5 being extremely important.
E)What else did you like about the product?

Question 74

A type of quantitative research that systematically manipulates one or more variables to determine which variable has a causal effect on another variable is called:

A)scanner research.
B)survey research.
C)panel research.
D)experimental research.
E)exploratory research.

Question 75

Which of the following research methods is more cost effective when compared to other research methods for reaching a large sample of consumers?

A)Panel research
B)Experimental research
C)Survey research
D)Scanner research
E)Focus group research

Question 76

A systematic means of collecting information from people that generally uses a questionnaire is known as a:

A)survey.
B)hypothesis.
C)validation.
D)sample.
E)review.

Question 77

Which of the following statements best describes quantitative research?

A)The research purpose of this method is general and is used to generate preliminary insights.
B)The inferences obtained by this method are more tentative than final.
C)The data collection in this method is often flexible with no set procedure.
D)The sources used for data collection are not clear and well defined.
E)The data analysis in this method is formal and predictive based on statistical analysis.

Question 78

A questionnaire containing which of the following questions would be considered a good questionnaire?

A)Implicit questions
B)Structured questions
C)Sensitive questions
D)Leading questions
E)Complex questions

Question 79

A form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers' objectives is called a(n):

A)observation technique.
B)questionnaire.
C)hypothesis.
D)sample.
E)essay.

Question 80

Which of the following questions is open-ended?

A)What is your opinion on leadership in the country?
B)Should young children be allowed to eat fast-foods as part of their daily diet? Yes/No
C)Rate the appearance of the product on a scale of 1 to 10, with 10 being the most preferred appearance.
D)Do you eat meat? Yes/No
E)What is your gender? Male/Female