Deck 10: Marketing Research

Question 1

Before conducting marketing research,it is important to establish in advance exactly what problem needs to be solved.

Answer 1

True

Question 2

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Answer 2

True

Question 3

Warren is conducting a marketing research project.He is not sure what questions to ask or what types of consumers he should talk to.Therefore,Warren should begin by conducting quantitative research.

Answer 3

False

Question 4

In the United States,the federal government has enacted comprehensive privacy laws for the Internet.

Question 5

Primary data include external as well as internal data sources.

Question 6

Neuromarketing is the process of examining consumers' brain patterns to determine their responses to marketing communications,products,or services for the purpose of developing marketing tactics or strategies.

Question 7

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Question 8

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Question 9

The marketing research process follows five steps,and to be effective they must be followed in order without omitting any steps.

Question 10

The terms external secondary data and syndicated data mean the same thing.

Question 11

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Question 12

Fingerprints are an example of biometric data.

Question 13

When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.

Question 14

Panel data are always secondary data.

Question 15

Data that have been collected prior to the start of the current research project are considered primary data.

Question 16

Donald is analyzing and interpreting data.In the process,he is converting data into information.

Question 17

Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.

Question 18

Companies are legally required to disclose their privacy practices to customers on an annual basis.

Question 19

In the marketing research process,data collection happens after research design.

Question 20

A disadvantage to using secondary data is that they might not be precisely relevant to the information needed.

Question 21

From charitable giving to medical records to Internet tracking,consumers are more anxious than ever about

A) secondary data retrieval systems.
B) exploitation by foreign marketers.
C) their ability to get credit cards.
D) their fundamental right to privacy.
E) the unstructured nature of marketing research.

Question 22

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media.Paul is using this type of marketing research primarily to

A) provide a link between him and his production center.
B) help him understand the needs of his customers.
C) monitor his competitors.
D) increase profits through the sale of syndicated data.
E) decide how to price his new products.

Question 23

After defining objectives and research needs,the next step in the marketing research process involves

A) research evaluation.
B) data collection.
C) data analysis.
D) research design.
E) report writing.

Question 24

Academic researchers often jump at the opportunity to conduct a research study,curious to learn more and address unanswered questions for the sake of general knowledge.Businesspeople tend to be more cautious before embarking on a marketing research study,recognizing that research is often

A) beyond most managers' ability to comprehend.
B) expensive and time-consuming.
C) an academic exercise of little real value.
D) an impediment to decisive management.
E) of little use in real marketing situations.

Question 25

Political consultants have been using marketing 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) how large their campaign signs should be.
E) how to buy the votes they need.

Question 26

Through analysis of sales data,Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas.Price-Cutters was engaged in

A) syndicated surveying.
B) focus group analysis.
C) behavioral analysis.
D) data mining.
E) structured sampling.

Question 27

The first question a marketing researcher should ask before embarking on a research study is

A) Who will pay for it?
B) Will the research be useful?
C) What is the due date?
D) What sample size will be needed?
E) Should we use structured or unstructured questions?

Question 28

If a firm has demographic and purchasing information about its customers,the firm can use data mining techniques to

A) understand psychographic motivations.
B) create marketing mixes based on consumer self-values.
C) build separate marketing programs for different demographic segments.
D) determine which syndicated data warehouse services to purchase.
E) find out which competitors its customers purchase from.

Question 29

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company.They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project.Their next logical step will be to

A) develop a budget.
B) begin to collect data.
C) summarize their preliminary conclusions to present to managers.
D) begin recommending changes to the new product line.
E) analyze the data.

Question 30

Marketing research includes all of the following except

A) collecting data.
B) creating data.
C) recording data.
D) interpreting data.
E) analyzing data.

Question 31

When Betty decided to open up a tea shop in the center of town,she chose a group of customers who represent her customers of interest.This group is called a

A) sample.
B) focus group.
C) target market.
D) demographic.
E) potential customer.

Question 32

Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project,a major question that needs to be addressed before starting the study is

A) How will the results be presented?
B) Will observational research be considered intrusive?
C) Is top management committed to the project and willing to abide by the results of the research?
D) How will the questions be defined?
E) Who will manage the research?

Question 33

All of the following are considered qualitative research except

A) experiments.
B) observation.
C) focus groups.
D) social media.
E) in-depth interviews.

Question 34

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate reorders to vendors.In addition,customers' billions of purchases are analyzed to uncover patterns of consumers' purchasing behavior.This is an example of

A) data isolation.
B) data mining.
C) secondary data collection.
D) sentiment mining.
E) qualitative research.

Question 35

The manager of a company selling cellular phones in rural U.S.markets asks you to conduct survey research into the question,What percentage of people in Kansas live in communities of less than 10,000 people? The problem with this research objective is that

A) it is irrelevant to the cellular company.
B) it is already known and available from the U.S. Census Bureau.
C) it will lead to a set of unstructured questions
D) it probably can't be determined with any level of accuracy.
E) the research will be costly.

Question 36

When conducting a survey about choosing vacation destinations,Hillary will need to __________ in order to get reluctant respondents to provide honest information.

A) choose only highly verbal consumers
B) assure consumers that their individual responses will be kept confidential
C) use only focus group interviews
D) ask unstructured questions
E) create an efficient data warehouse

Question 37

The marketing research process follows five steps,and researchers

A) may not always go through them in the exact sequence if the situation changes or new information is discovered.
B) should maintain the integrity of the process by following each step sequentially and thoroughly.
C) often collect data before defining the research objectives.
D) should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
E) may follow the process by completing all steps at once instead of planning the process first.

Question 38

Just as marketers create value by meeting the needs and wants of consumers,marketing researchers create value if

A) the research is expensive.
B) all participants like the research design.
C) the research does not cost too much.
D) the results will be used in making management decisions.
E) the research is finished quickly.

Question 39

You work for a company that sells baby products.Your manager asks you to conduct research on automotive sales in your area.The problem with this research objective is that

A) it is irrelevant to the baby products company.
B) the information is available from external sources.
C) it will lead to a set of unstructured questions.
D) it probably can't be determined with any level of accuracy.
E) the research will be costly.

Question 40

Every month,Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee uses the lunches as an informal marketing research effort intended primarily to

A) provide a link between herself and her profession.
B) help her understand the needs of her customers.
C) monitor her competitors.
D) decrease the uncertainty associated with decision making.
E) improve profitability.

Question 41

Data collection begins

A) only after completing the research design process.
B) after determining whether there are any objections.
C) whenever the researcher wants to.
D) after creating the presentation format.
E) after analyzing the data.

Question 42

Which of the following is true about quantitative research?

A) It is always conducted using primary data collection.
B) It revises the research objective based on data mining.
C) It confirms insights and hypotheses generated via qualitative research.
D) It offers conclusions that are always correct.
E) It includes focus group interviews.

Question 43

Joe is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line.The advantages of using these data include

A) they are new and can be used to project overall demand.
B) they can be quickly accessed at a relatively low cost.
C) they are historical data that can be used to accurately predict future trends.
D) they have been collected specifically for the purpose Joe is using it for.
E) their high cost can be justified by the results.

Question 44

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct

A) quantitative research.
B) data warehousing.
C) syndicated marketing surveys.
D) qualitative research.
E) research design.

Question 45

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need __________ data to address the questions in his marketing research study.

A) primary
B) secondary
C) mined
D) syndicated
E) warehoused

Question 46

Victor's custom auctioneering service provides online auction selling assistance.Victor plans to conduct marketing research to determine which auction site is best for his customers.His next step is to

A) identify the type of data he needs.
B) determine the statistical software he will use.
C) outline the presentation format he will use.
D) collect data.
E) define his privacy policy.

Question 47

Commercial research firms such as IRI,the National Purchase Diary Panel,and Nielsen are sources of

A) primary data.
B) internal secondary data.
C) data mining.
D) syndicated data.
E) public data.

Question 48

Quantitative research offers a means to confirm ideas through

A) surveys or experiments.
B) in-depth interviews.
C) data mining.
D) qualitative research.
E) informal analysis.

Question 49

Recently,the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased.The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.

A) experimental research
B) data warehousing
C) syndicated data
D) qualitative research
E) structured questionnaires

Question 50

A major disadvantage of primary data collection is

A) it can be accessed only through syndicated databases or unstructured data mines.
B) it cannot be tailored to meet specific research needs.
C) it requires more sophisticated training and experience to design the study and collect data.
D) it is too general to meet researcher's and manager's needs.
E) it does not offer behavioral insights that can be obtained from secondary data.

Question 51

A marketing research project often begins with a review of the relevant __________ data.

A) primary
B) secondary
C) quantitative
D) unfocused
E) structured

Question 52

Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market.His boss has asked him to cut back expenses,especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?

A) "We can try, but if it's wrong it's not my fault."
B) "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need."
C) "I'd rather not use any data at all than use secondary data."
D) "This is a matter of principle. I quit."
E) "You should never use any information from the Internet in marketing research."

Question 53

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

A) how the secondary data were collected.
B) where the data were warehoused.
C) whether or not the Census Bureau has certified the research.
D) whether the data were transformed into information.
E) how often primary data were substituted for secondary data.

Question 54

Jaleel is the marketing manager for a moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jaleel will most likely use __________ to gather this type of data.

A) focus groups
B) observation
C) syndicated data
D) sales invoices
E) census data

Question 55

During the research design step of the marketing research process,researchers identify the type of data needed and

A) the statistical software to be used.
B) the dates when data will be collected.
C) the forum in which the data will be presented.
D) the identities of research participants in the project.
E) the type of research necessary to collect the data.

Question 56

A major advantage of primary data collection is

A) it can be easily accessed through syndicated databases.
B) it offers behavioral insights generally not available from secondary research.
C) it takes less time to collect than secondary data.
D) it is general enough to meet many different researchers' needs.
E) it is less expensive to collect than secondary data.

Question 57

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be

A) door-to-door surveys.
B) focus group interviews.
C) syndicated data.
D) sales invoices at public libraries.
E) U.S. Census data.

Question 58

Bianca's discount home furnishings store is in a strip mall.She wants to know what other businesses in the strip mall her customers visit when they come to her store.To collect information for this objective,Bianca will most likely use

A) door-to-door surveys.
B) focus group interviews.
C) observation.
D) sales invoices.
E) census data.

Question 59

When the marketing research problem is not clearly defined,a researcher will likely engage in __________ research.

A) data mining
B) qualitative
C) survey
D) quantitative
E) experimental

Question 60

Company sales invoices,census data,and trade association statistics are examples of

A) primary data.
B) data mines.
C) secondary data.
D) tertiary data.
E) qualitative data.

Question 61

A(n)__________ is a small group of people brought together for an intensive discussion of a topic.

A) focus group
B) social media site
C) experiment
D) data mining session
E) in-depth interview

Question 62

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The marketing research firm might conduct a(n)__________ to provide the information Martin has requested.

A) industry survey
B) experiment
C) focus group
D) observational study
E) primary data mining analysis

Question 63

When consumers are __________,observation becomes particularly useful in understanding consumers' preferences.

A) unwilling to participate in research
B) confused by questionnaires
C) unable to articulate their experiences
D) interviewed too frequently
E) highly educated

Question 64

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.

A) door-to-door surveys
B) focus group interviews
C) syndicated data
D) sales invoices
E) census data

Question 65

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

A) focus groups
B) surveys
C) social media monitoring
D) primary data mining
E) in-depth interviews

Question 66

All of the following are guidelines for developing a marketing research questionnaire except

A) The layout should be professional and easy to follow.
B) Questions should address only one issue at a time.
C) Questions should be sequenced appropriately.
D) Questions should use vocabulary respondents are familiar with.
E) Sensitive questions should be asked first.

Question 67

Using __________,trained researchers ask questions,listen to and record the answers,and then pose additional questions to clarify or expand on a particular issue.

A) questionnaires
B) experiments
C) in-depth interviews
D) primary data mining
E) observation

Question 68

In questionnaire design,a question such as "When was the first time you went to a dentist?"

A) is a question that respondents cannot easily or accurately answer.
B) is a question that respondents are reluctant to answer because the information is sensitive.
C) leads respondents to a particular response.
D) asks two questions at once.
E) is complex and something respondents may be unfamiliar with.

Question 69

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens.He could use __________ to allow respondents to answer in their own words.

A) secondary data
B) an observational study
C) an experiment
D) a structured questionnaire
E) a survey with open-ended questions

Question 70

Zan wants to collect considerable information about the current opinions of his ten most important customers.Zan will probably use the __________ research method.

A) social media monitoring
B) experimental
C) in-depth interview
D) primary data mining
E) observation

Question 71

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products.Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

A) industry surveys
B) experiments
C) focus groups
D) observation
E) primary data mining

Question 72

When conducting a research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a questionnaire containing __________ questions,with a predetermined set of response options.

A) structured
B) in-depth interview
C) open-ended
D) free-form
E) unstructured

Question 73

In the infamous Coke-New Coke taste test,54 percent of consumers,using a blind taste test,preferred the New Coke formula to the existing formulation.This is an example of a(n)__________ marketing research method.

A) qualitative
B) quantitative
C) observational
D) syndicated
E) invalid

Question 74

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

A) quantitative
B) data warehousing
C) syndicated marketing
D) qualitative
E) structured

Question 75

The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.

A) primary data collection
B) data mining
C) qualitative research
D) quantitative research
E) statistical sourcing

Question 76

When the detailed opinions of a few industry experts or experienced consumers are needed,__________ is(are)often the best qualitative research method.

A) observation
B) surveys
C) social media studies
D) in-depth interviews
E) secondary data mining studies

Question 77

When consumers are unable to articulate their experiences,__________ becomes particularly useful in understanding consumers' preferences.

A) observation
B) surveying
C) in-depth interviewing
D) primary data mining
E) a focus group

Question 78

Randall wants to do an online survey of college professors about the factors that influence their textbook selection.He would like to use a structured survey but is not sure what responses to include for each question.Randall could use __________ to help him develop his survey.

A) in-depth interviews
B) experiments
C) surveys
D) observation
E) primary data mining

Question 79

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

A) surveys
B) observation
C) experiments
D) voter registration data
E) census data

Question 80

In a focus group,researchers usually videotape or audiotape the session in order to

A) evaluate the potential for in-depth interviews.
B) catch any patterns of verbal or nonverbal responses.
C) post the videos on the corporate website.
D) avoid asking repetitive questions.
E) create survey instruments to send to the participants.