Deck 5: Marketing Research

Question 1

Coca-Cola has come up with a new formula. They want to know if the product is going to be a success. What is the first step in answering this question?

A)specify the sampling plan
B)collect the data
C)identify and formulate the problem/opportunity to be studied
D)plan the research design

Answer 1

C

Question 2

There are five Major League Baseball markets with more than one team. So far this season, the average combined attendance for the Chicago Cubs and the Chicago White Sox ranks the lowest. Before conducting any marketing research to explain low attendance figures, what will the teams need to do?

A)Determine who will be most likely to respond to a survey.
B)Select a market sample from everyone in the population.
C)Define the problem to be researched.
D)Develop a survey to find out exactly what's wrong.

Answer 2

C

Question 3

Scenario 5-1
Research by Wood Gundy revealed that 72 percent of North American residents are willing to try flavoured colas.
Refer to the scenario. The research also showed which flavours were most desired. Cola producers using this information provided to them by Wood Gundy would be using which type of data?

A)primary
B)secondary
C)dichotomous
D)convenience

Answer 3

B

Question 4

What is the process of planning, collecting, and analyzing data relevant to marketing decision making when the results of this analysis are then communicated to management?

A)data collection
B)artificial intelligence
C)decision support
D)marketing research

Question 5

To help understand why attendance at the team's games was so poor, the Toronto Blue Jays used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in which of its roles?

A)historical
B)descriptive
C)predictive
D)normative

Question 6

In which of the following ways does marketing research help managers?

A)It helps them serve their customers accurately and efficiently.
B)It helps them eliminate the use of big data for data analysis.
C)It helps them focus on quantity rather than quality of products.
D)It helps them ensure that secondary data do not influence marketing decisions.

Question 7

A manufacturer of an all-natural fruit and veggie bar targeted to people who want nutritious snacks has asked for marketing research to explain the reasons for the recent failure of its apple-broccoli bar. How is this type of research described?

A)as descriptive
B)as predictive
C)as diagnostic
D)as normative

Question 8

Through marketing research, the Toronto Symphony Orchestra (TSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, which type of marketing research did TSO use?

A)historical
B)descriptive
C)predictive
D)objective

Question 9

In the context of the ever-changing marketplace, which of the following statements best describes marketing research?

A)It overlooks the role of word-of-mouth advertising in the promotion process.
B)It helps managers to take advantage of opportunities in the market.
C)It excludes the external environment that affects sales.
D)It results in inaccurate forecasting as the marketplace keeps changing.

Question 10

Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Which type of role was Moonraker intended to play in Volkswagen's marketing research?

A)diagnostic
B)descriptive
C)predictive
D)demonstrative

Question 11

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine which changes would be supported by its subscribers, and which changes would not be welcomed, what should the publisher engage in?

A)advertising
B)database marketing
C)marketing research
D)a data retrieval system

Question 12

Marketing research has three functional roles. What are they?

A)normative, descriptive, and explanatory
B)predictive, normative, and persuasive
C)descriptive, diagnostic, and predictive
D)flexible, interactive, and discovery oriented

Question 13

Which of the following best describes the marketing research problem?

A)It is information oriented.
B)It involves determining what resources will be used in research efforts.
C)It is action driven.
D)It does not rely on managerial experience.

Question 14

Why would marketing managers typically use marketing research?

A)to increase customer dissonance
B)to implement a sales promotion
C)to handle an individual customer's complaint
D)to determine why a marketing plan failed

Question 15

Scenario 5-1
Research by Wood Gundy revealed that 72 percent of North American residents are willing to try flavoured colas.
Refer to the scenario. Since the cola industry is stagnant in most areas of the country, this is important information. What will marketing research on how best to use this information begin with?

A)collection of the data
B)specification of the sampling plan
C)implementation of employee empowerment
D)recognition of the marketing opportunity

Question 16

Soon after the regional museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. What could the museum staff rely on to determine why this decrease in attendance occurred?

A)a production audit
B)database marketing
C)marketing research
D)secondary data

Question 17

The editor of Market Buzz, a business magazine, wants to make several major changes in the magazine's content and format. Therefore, he asks a few members of the Editorial Board to use diagnostic research to predict the results if the changes are implemented. Given this information, what will the Editorial Board of Market Buzz most likely do?

A)explain how the magazine's competitors improve their circulation
B)determine the impact of the changes on the magazine's circulation
C)determine the impact of the changes on the magazine's circulation.
D)collect information about the magazine's past performance in the market

Question 18

Scenario 5.2
Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.
Refer to the scenario. What kind of research methods did the German automobile manufacturer use?

A)observation
B)consumer intercept
C)visualization
D)survey

Question 19

Caroline, the store manager at a jewellery store, conducts nationwide market research and collects data on customer preferences toward various jewellery items. Based on her findings, she has to recommend the items customers are more likely to buy and the items the store should promote more so that profits can be maximized. In this case, role will Caroline be performing?

A)the prescriptive role of marketing research
B)the predictive role of marketing research
C)the descriptive role of marketing research
D)the diagnostic role of marketing research

Question 20

What could a bowling-alley operator use to determine why customers do not seem to like his bowling alley's new location?

A)market segmentation
B)public relations
C)marketing research
D)market synergy

Question 21

What does the research design specify?

A)follow-up procedures for the research
B)the information that will be found
C)how the final report will be written
D)the research questions to be answered

Question 22

So far this season, the average combined attendance for the Washington Nationals and Baltimore Orioles ranks fourth of the five major league markets with more than one team. Research done by the Washington Post shows attendance in the Baltimore-Washington region trails Los Angeles, New York, and San Francisco-Oakland, but is slightly ahead of Chicago. Which type of data would Major League Baseball be using if it used this research to determine how competition affects attendance figures?

A)convenience
B)primary
C)observation
D)secondary

Question 23

eHarmony, the online dating service, is looking to expand its reach in to the French market. Some of the questions they want answers to include what personalities are French men and women most attracted to, and what are preferred methods of communication in France? Which stage of the research process do these questions fall under?

A)a secondary data use plan
B)the sampling plan
C)an autonomous director
D)the research design

Question 24

Amie Shaw worked for the grocery chain, Save on Foods. She was under time pressure to gather information on the shopping habits of the stores' customers and how these customers felt about the service they received. Amie decided to use one questionnaire to collect data on these two very different projects. What type of research does this fall under?

A)piggyback studies
B)single-source studies
C)Siamese-twin projects
D)dichotomous projects

Question 25

As the Winnipeg Jets planned its first marketing research project, why would its marketing director recommend it use primary data?

A)This is information that is free of cost to all interested parties.
B)Its value is unrelated to sample size.
C)It will specifically meet the Jets' information needs.
D)It can be collected quickly and at a low cost.

Question 26

The Durham Bulls are a Minor League Baseball team. The team plans on using the same questionnaire to determine how its fans would feel about moving the stadium to a new location and how they like the team's newly designed uniforms. What is this research an example of?

A)a dual-purpose analysis
B)a single-source study
C)a multi-purpose analysis
D)a piggyback study

Question 27

Scenario 5.2
Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.
Refer to the scenario. In which step of the marketing research process would the Volkswagen engineers have realized the issue was that they were not designing cars for North Americans who use their cars like a second office?

A)research design
B)data collection
C)data analysis
D)problem formulation

Question 28

What is the chief advantage of primary data?

A)low cost compared to secondary data
B)relevant to the problem at hand
C)available to any interested party for use
D)accessible through computerized databases

Question 29

Proctor and Gamble, the multinational producer of many cleaning and personal care products, is using ethnographic research and in-depth interviews to determine how men use razors during shaving. What category do these research methods fall under?

A)secondary
B)primary
C)consensual
D)random

Question 30

Pulte Homes, a national homebuilder, needs to control costs. Research done by Pulte Homes determined that 80 percent of its homebuyers selected the same countertops, floors, carpets, and toilets. Pulte Homes cut its costs by reducing the variety of options offered without having any effect on the majority of its buyers. Which type of data did it use to do this?

A)primary
B)secondary
C)dichotomous
D)convenience

Question 31

A Calgary television station wants to determine how its viewership has changed since it has changed its programming focus. It has decided to use secondary data to determine whether its viewers' demographics have changed. What is a potential disadvantage of this research plan?

A)the information not fitting the needs of the research problem
B)the high cost of collecting secondary data
C)the length of time it takes to collect secondary data
D)interviewer bias during the collection process

Question 32

In contrast to marketing research problems, management decision problems are best described as which of the following?

A)action oriented
B)pervasive
C)narrower in scope
D)synergistic

Question 33

The Know-All marketing research company gathered eight people in a room to garner their views on recycling habits. A moderator ensured that their views were heard. All individuals were homeowners. What type of research method was this?

A)passive people meter
B)primary data group
C)focus group
D)CLT interview

Question 34

Post Properties is a company that manages apartments in various communities. It is currently concerned with apartments in Toronto and Hamilton. Its market researcher begins by examining the rental markets in southern Ontario-all information that was on hand and did not require any new research to locate. What did the market researcher look at?

A)a regression analysis
B)secondary data
C)primary data
D)a statistical analysis

Question 35

A small confectionary company has noticed a 20 percent decrease in the sale of its milk chocolate over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark chocolate provides more health benefits, what should its next step in the marketing research process be?

A)collect the data
B)recognize the marketing problem
C)analyze the marketplace
D)plan the research design

Question 36

Market research firms, commercial publications, and government data are best used as sources of which of the following?

A)secondary data
B)consensual information
C)primary data
D)marketing information

Question 37

Scenario 5.2
Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.
Refer to the scenario. What kind of data did the engineer collect?

A)heuristic data
B)primary data
C)cohesive data
D)secondary data

Question 38

Anna Smith, a market analyst for The Brick furniture company, is currently researching lifestyle trends in Canada. Anna has found lots of information on a database in a public library. What kind of data is this?

A)single-source data
B)secondary data
C)primary data
D)consensual data

Question 39

When assessing the quality of secondary data, which of the following is most important?

A)to know who the first collectors of the data were
B)to have easy access to the data
C)to know the purpose for which the data were originally collected
D)to know where the data are stored

Question 40

Serge Casey a marketing researcher for a large telecommunications company is conducting a focus group to test the feelings of customers regarding a new phone-pricing package. What are the focus groups a type of?

A)executive interviewing
B)survey research
C)ethnographic study
D)personal interviewing

Question 41

Representatives of the Alberta Tourism Board visited provincial welcome centres and asked visitors to the province, "What is your reason for coming to Alberta?" What type of question would this be?

A)scaled-response
B)Likert scale
C)open-ended
D)dichotomous

Question 42

In a survey about new washing machine features, survey respondents were asked, "How often do you wash clothes? Check one: once a month, twice a month, every week, twice a week, more than twice a week." This is an example of which type of question?

A)scaled response
B)double barrelled
C)dichotomous
D)sampling frame

Question 43

You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research. What should you use?

A)mall intercept surveys
B)in-home personal interviews
C)focus group interviews
D)mail surveys

Question 44

Which of the following best describes what telephone interviews can offer?

A)speed in gathering data
B)a great source for focus group data
C)few nonresponses
D)the ability to collect large amounts of complex secondary data

Question 45

Which of the following is an advantage of primary data?

A)Gathering primary data is less expensive than gathering secondary data.
B)Primary data answer specific research questions that secondary data cannot answer.
C)Primary data consist of data that are easily available to any interested party.
D)Conducting in-person interviews is an expensive method of gathering primary data.

Question 46

You need to collect information quickly using a complex questionnaire that probes for feelings behind why people purchase your products. You also want each interviewer to conduct the survey in the same manner. Fortunately, you have access to a computerized questioning system. Which of the following is your best option?

A)in-home personal interviews
B)mall intercept interviews
C)mail panel interviews
D)central-location telephone (CLT) interviews

Question 47

A survey by Nelson asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogues, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey?

A)multiple choice
B)dichotomous
C)scaled response
D)open ended

Question 48

What is the most popular method for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes?

A)heuristic oriented
B)survey research
C)experiment oriented
D)observation research

Question 49

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference. Which of the following types of questions would best deliver such information?

A)true-false questions
B)mix-and-match questions
C)open-ended questions
D)scaled-response questions

Question 50

Which of the following is a difference between primary data and secondary data?

A)Primary data are inexpensive and save time and money, while secondary data are expensive and more time consuming.
B)Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.
C)Primary data result in a mismatch between a researcher's unique problem and the purpose for which the data was collected, while secondary data result in no such mismatch.
D)Primary data are data that have been previously collected, while secondary data are data that have been collected for the first time.

Question 51

Which of the following best characterizes in-home personal interviews?

A)They offer high-quality data at high cost.
B)They offer the ability to obtain high-quality data at low cost.
C)They are becoming increasingly expensive
D)They are less expensive than mall intercepts.

Question 52

Adidas, the athletic shoe manufacturer, wants to collect data on consumer receptivity to its newest product line extension-Adidas perfume, a perfume with a floral scent. The marketing research director has recommended using a mail panel operated by NPD Research. What can Adidas expect from a mail panel?

A)a very high response rate, as it can be sent to many potential respondents
B)low response rate, as for all self-administered surveys
C)inexpensive research because the participants are not usually compensated for their assistance
D)more rapid data collection than telephone interviews

Question 53

Kay & Maggie's, a chain of beauty salons, has its outlets in all the malls in the city. It is conducting a survey to find out how satisfied its customers are with the service provided at all its outlets. In all the city malls, a mall interviewer intercepts the customers who exit the salon and directs them to nearby computers. The customers type the answers to the questions displayed on the computer screen. What is this an example of?

A)computer-assisted personal interviewing
B)a focus group
C)an executive interview
D)computer-assisted self-interviewing

Question 54

Which of the following is a technique for gathering primary data?

A)conducting telephone interviews
B)gathering public sector records
C)using published data
D)summarizing internal reports

Question 55

Low response rate is a problem commonly associated with which of the following?

A)exit interviews
B)executive interviews
C)mail surveys
D)mall intercept questions

Question 56

If Canadian Blood Services sent out a questionnaire that included the question, "Why are so many people reluctant to donate blood?" what would it be an example of?

A)a dichotomous response
B)an open-ended question
C)a scaled-response question
D)a closed-ended response

Question 57

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. Which of the following is a way of gathering primary data?

A)gather data from Standard & Poor's General Information File
B)develop a mail survey to study your primary market
C)employ studies done by Industry Canada
D)make sure you locate Internet information by using a search engine

Question 58

Mail surveys can provide more thoughtful replies than other research methods can, but they often produce low response rates. Why is this an important consideration?

A)Thoughtful replies are harder to quantify and are, therefore, of less value.
B)The respondents may elaborate too much on their responses.
C)Prodding the respondents to elaborate on their answers is time consuming.
D)Certain members of the population are more likely to respond to mail surveys than others.

Question 59

When marketing researchers for Mars Candy wanted to know whether consumers would recommend a new sugar-free chocolate to friends, they used a question with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. This is an example of which of the following type of question?

A)open-ended
B)dichotomous response
C)sampling frame
D)scaled-response

Question 60

What is the term for a specially designed phone room used to conduct telephone interviewing?

A)controlled-feedback facility (CFF)
B)telephone outsourcing centre (TOC)
C)multi-interviewer location site
D)central-location telephone (CLT) facility

Question 61

A research manager decides to pick households for interviews by selecting street intersections at random and then using a given route for the interviewers to follow-such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left. What is this called?

A)a convenience sample
B)a stratified sample
C)a probability sample
D)a sampling error

Question 62

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected?

A)Must the sample be representative of the population?
B)Who can perform the actual sampling?
C)What is the population of interest?
D)How often should the sample be redesigned?

Question 63

The best experiments are conducted when one of the following conditions exist?

A)All variables are allowed to act freely.
B)All variables are held constant except the ones manipulated.
C)All factors provide the desired result.
D)All subjects are unpaid volunteers.

Question 64

A manufacturer of bed linens made from 100 percent all-natural fabrics wants to know if the addition of a line of mixed-blend linens would attract current nonusers to its products and cause them to become users. What should it do to research this problem?

A)Conduct a focus group and ask users and nonusers what they think about the mixed-blend fabrics.
B)Conduct in-store personal interviews to ask potential buyers how they will respond to the new line of bed linens.
C)Conduct observation research to see who buys the new bed linens.
D)Conduct an experiment that exposes nonusers to both the old and new product and measure their experiences.

Question 65

Lois Bizel has a unique job. Her mission is to walk the streets of Japan and locate fads. According to Bizel, "Japan is advanced. What will happen ten years from now is already happening in Japan." What kind of research is Bizel conducting?

A)experiment
B)dichotomous
C)observation
D)open-ended

Question 66

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer. Before launching the product, P&G researchers visited consumers' homes and watched as people sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. What type of research was this?

A)observation
B)mall intercept
C)visualization
D)experiment

Question 67

Which of the following best describes nonprobability samples?

A)require more expensive marketing research than probability sampling
B)include any sample in which little is done to obtain a representative cross-section of the population
C)must be, by definition, representative of the population
D)often start out with random numbers to ensure selection of subjects is truly random

Question 68

Colgate-Palmolive benefited from research providing interesting information on the state of toothbrushes and brushing habits. Which type of research did the company use to watch consumers in their homes brushing their teeth?

A)experiment
B)dichotomous
C)ethnographic
D)survey

Question 69

In which sample is little or no attempt is made to obtain a representative cross-section of the population?

A)representational
B)random
C)probability
D)nonprobability

Question 70

When people are hired to record traffic patterns in a shopping mall, what type of research are they engaging in?

A)focus group
B)observation
C)experimental
D)survey sampling

Question 71

The owner of a chain of Mexican restaurants wanted to know how his employees interacted with restaurant customers. Which of the following research methods is most appropriate for learning this information?

A)employee focus-group interview
B)mail questionnaire of a sample of current customers
C)telephone survey of current and potential customers
D)mystery shopper

Question 72

What do mystery shoppers engage in?

A)a form of mall intercept study
B)a form of experiential study
C)a form of marketing audit
D)a form of observation research

Question 73

Which type of research depends on watching what people do?

A)anonymous viewership
B)observation
C)interactive
D)personal scanner

Question 74

C&S Manufacturing Company makes gift-wrapping paper and ribbons. It wants to add 1.4 square metres to its most popular rolls of wrapping paper and keep the price of each roll at $4.95. C&S Manufacturing wonders if the additional paper footage would increase sales enough to offset the higher costs. What type of primary data research should the company use to answer this question?

A)focus-group interviews in a laboratory setting
B)telephone interviews with current and potential customers
C)observation research
D)experimental research

Question 75

Delia Johnson is the buyer for a large Christian bookstore. She is interested in learning more about the needs of people who are believers in Christ but who do not participate in organized religion. Johnson has decided to survey the people at her church for information. Which type of sample is Johnson gathering?

A)field service
B)random
C)probability
D)convenience

Question 76

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer, you emphasize the necessity of having a sample that is representative of the population. What type of sample must be used?

A)a nonprobability sample
B)a quota sample
C)a convenience sample
D)a probability sample

Question 77

A research company was hired to determine the emotional drivers behind lipstick use.It conducted a study of 40 women living throughout Canada and ranging in age from 19 to 55. Researchers spent 12 to 15 hours with each subject in an attempt to discover what was working in their lives and what wasn't. Which type of research is this?

A)experimental
B)dichotomous
C)ethnographic
D)open-ended

Question 78

The Know-All research agency was conducting a poll to understand what type of movies Canadians enjoyed. What kind of sample was the agency using?

A)irregular
B)probability
C)nonprobability
D)convenience

Question 79

James Banks, a researcher working for electronics retailer Best Buy, wanted to understand how senior citizens interacted with products in the photographic department. For example, did they play with the camera before buying it? James decided to literally watch these individuals using closed circuit television. What is this type of research called?

A)ethnographic
B)action-based
C)experiment
D)survey

Question 80

What is characterized by the researcher's altering one or more variables-such as price or package design-while observing the effects of those alterations on another variable (usually sales)?

A)observation research project
B)research problem
C)experiment
D)sampling frame