Deck 4: Marketing Research: Gather,analyze,and Use Information

Question 1

A company researches television ratings then sells the information to many firms.This firm conducts .

A)custom research
B)secondary research
C)syndicated research
D)case study research
E)exploratory research

Answer 1

C

Question 2

A city hired a research company to survey spring- breakers to learn about this market.One of the questions asked was,"If you were able to hang out on the beach with any celebrity,who would s/he be?" This type of question is a means for gathering .

A)ethnographic information
B)extrapolated data
C)quantitative data
D)analogous information
E)qualitative data

Answer 2

E

Question 3

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting .

A)custom research
B)case study research
C)exploratory research
D)syndicated research
E)none of the above

Answer 3

A

Question 4

A bank talked to a sample of customers in a one- on- one discussion to find out how they felt about the teller experience.The bank used to collect the data.

A)cross- sectionals
B)customer interviews
C)mail survey
D)focus groups
E)descriptives

Question 5

Which of the following is NOT one of the ways marketers typically use data mining?

A)customer abandonment
B)customer retention
C)market basket analysis
D)customer accrual
E)customer acquisition

Question 6

A sports entertainment company wants to research how Canadians spend their free time.It is preparing a survey that will be used in all of Canada including the province of Quebec.Because the people of Quebec speak French,the researchers will need to use .

A)disintermediation
B)reverse communication
C)spillover communication channels
D)overlapping communication channels
E)back translation

Question 7

A(n)is an internal corporate communication network that uses Internet technology to align company departments,employees,and databases.

A)network structure
B)traditional communication system
C)affiliate program
D)horizontal user network
E)intranet

Question 8

Which method of data collection was most affected by the anthrax scares when anthrax was sent in envelopes in the mail?

A)face- to- face interviewing
B)telephone interviewing
C)mail questionnaire
D)online questionnaire
E)one- way interviewing

Question 9

Mercedes- Benz asked current car owners what they especially like about the car.The finding from this research study would be classified as _ .

A)cookies
B)primary data
C)back- translation
D)data mining
E)secondary data

Question 10

is the extent to which the research actually measures what it was intended to measure.

A)Responsiveness
B)Flexibility
C)Validity
D)Representativeness
E)Reliability

Question 11

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once- a- month Saturday night care for their children.Rather than survey all 254 parents,the operator took the list of parents' names and starting with the third parents' name surveyed every twelfth parent.What type of sampling did the daycare operator use?

A)stratified sampling
B)cluster sampling
C)systematic sampling
D)simple random sampling
E)non- probability sampling

Question 12

Which of the following would NOT be an example of a secondary data source for a company that wants to open a casino near St.Louis,Missouri?

A)U)S.Census reports on St.Louis growth patterns
B)census reports on Charlotte,North Carolina
C)a study of growth of online gambling activities
D)a report on the tourism industry in Missouri
E)the stockholders' report from a casino that operates in St.Louis

Question 13

When Plan- It Marketing was considering the quantitative study or the qualitative study,they were in the second step of the marketing research process,which is to _ .

A)decide whether to use observational or exploratory research techniques
B)define the problem
C)calculate the budget
D)determine the research design
E)determine representative population characteristics for sampling

Question 14

Every six months,Doug is asked to fill out a survey in which he is asked when he expects to buy a new vehicle and what type and model he plans to purchase.Doug along with a group of consumers with similar buying habits has been participating in this survey for the last eight years.The gathering of this quantitative data would be an example of descriptive research using .

A)a cross- sectional design
B)ethnographic research
C)a hierarchical format
D)a longitudinal design
E)latitudinal tracking

Question 15

A sign at a Tokyo hotel once read,"You are invited to take advantage of the chambermaid," and a dry cleaner in Majorca urged passing customers to "drop your pants here for best results." These are examples of _ barriers when conducting marketing research in global markets.

A)ethnocentrism
B)technology
C)economy
D)language
E)cultural difference

Question 16

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ,it has found that customers who change residences are three times more likely as regular customers to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.

A)data tallying
B)data qualification
C)cold calling
D)prospecting
E)data mining

Question 17

Plan- it Marketing,Priceline's market research company,for the research that was needed as "assessing the overall viability of this innovative interactive travel service."

A)collected primary data
B)designed a marketing information system
C)analyzed marketing data
D)identified the problem
E)collected secondary data

Question 18

is lower cost than,faster,and more convenient for the respondent than other methods of data collection.

A)Mail surveys
B)Mall intercept
C)Telephone survey
D)Focus
E)Online data collection

Question 19

Which type of data collection method is most likely to have the lowest response rate?

A)one- way interviewing
B)telephone interviewing
C)face- to- face interviewing
D)online interviewing
E)mail questionnaire

Question 20

remember details of a visit to a website,typically tracking which pages the user visits.

A)People- meters
B)Cookies
C)Projective techniques
D)Search engines
E)Answering machines

Question 21

A marketing decision support system (MDSS).

A)includes sophisticated statistical and modeling software tools
B)would be used to identify demographic characteristics of customers
C)is custom research
D)is a subset of MIS
E)would be used to review past sales data

Question 22

is the extent to which the research measurement techniques are free of errors.

A)Reliability
B)Validity
C)Flexibility
D)Responsiveness
E)Representativeness

Question 23

An independent grocer that wanted to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection could use research.

A)longitudinal
B)causal
C)descriptive
D)exploratory
E)discriminating

Question 24

Plan- It Marketing would do by running focus groups to understand the mindset of the key target audiences and their reactions to Priceline's business model.

A)exploratory research
B)experiential research
C)descriptive research
D)ethnography
E)projective data

Question 25

The most popular arcade game at a carnival is the water- gun contest.The arcade section of the carnival is typically in an area by itself.A carnival owner who was interested in knowing how revenue would be affected if the water- gun contest was relocated so that it would be the first one customers came to or the last one could use .

A)longitudinal assessments
B)experiments
C)stimulated trials
D)scenario research
E)dynamic testing

Question 26

Several retailers might use information from to determine which fashion trends appeal to teenagers or how older Americans feel about senior discounts.

A)customerization reports
B)perceptual- attitudinal testing
C)syndicated research reports
D)custom research reports
E)perceptual tracking

Question 27

A snack food company's generates daily sales data by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

A)sampling
B)probability samples
C)case study
D)causal research
E)marketing information system (MIS)

Question 28

Descriptive research using a design tracks the responses of the same sample of respondents over time.

A)longitudinal
B)latitudinal
C)hierarchical
D)cross- sectional
E)cause- and- effect

Question 29

Data mining has allowed a company to identify customers as "the good,the bad,and the ugly." As a result,the company strategizes to keep the "good" consumers as profitable customers and make the "bad" customers who cost the company more than they generate in revenue more profitable by charging them higher shipping rates.For the "ugly" customers who spend very little.the company is saving money by no longer trying to attract their business.Concerning the "ugly" customers,the company is practicing .

A)customer loyalty
B)customer retention
C)customer acquisition
D)consumer behavior
E)customer abandonment

Question 30

allows a marketing manager to use sales data to find out how many consumers stay with his brand and how many switch,and thus project market shares over time.

A)On- line research
B)Internal company data
C)Modeling software
D)Acquired databases
E)Marketing research

Question 31

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard with a dress shirt laid over her arm.She asked if Barry had the time to answer a few questions about the shirt.After Barry examined the shirt,the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt.Barry participated in a(n).

A)traditional aggregation of information research program
B)focus group
C)online interview
D)chat room
E)mall intercept

Question 32

The management at an amusement park was concerned that annual attendance figures were gradually declining even though the park had added several new attractions.showed that 78 percent of all Americans desire more spontaneity in their lives and that amusement parks did not satisfy this need for spontaneity.As a result the park is studying the feasibility of "good weather" discounts.

A)Functional research
B)Ethnography
C)Exploratory research
D)Experiential research
E)Projective data

Question 33

Will has eight puppies.He is concerned his puppies may be infected with parvo,a disease that is deadly in young dogs unless diagnosed and treated early.The cost of the test to determine if the dog has parvo is $59.Will cannot afford to have all of his puppies tested.The veterinarian has suggested that Will reach into the pen where the dogs stay and pick up the first one that walks into his hand.(If one dog tests positive,then Will can assume that all the puppies are infected.If the puppy is not infected,then Will can assume that his puppies are healthy.)What kind of a sampling technique is the vet suggesting Will use?

A)cluster sampling
B)simple random sampling
C)stratified sampling
D)systematic sampling
E)none of the above

Question 34

When Gap,Inc.was developing the concept for its chain of Old Navy stores,the company gave employees who fit the desired Old Navy customer profile $200 apiece.They set them loose on a shopping spree,and then interviewed them about what they had bought so these products would be on the Old Navy shelves when the stores opened.Gap,Inc.utilized what format of participant sampling?

A)systematic sampling
B)stratified sampling
C)quota sampling
D)probability sampling
E)convenience sampling

Question 35

Researchers design to test specific relationships among variables in a controlled environment.

A)experiments
B)longitudinal assessments
C)dynamic testing
D)stimulated trials
E)scenarios

Question 36

could be used to determine which athlete consumers perceive as the most reliable spokesperson for a new brand of long- acting pain reliever.

A)Customerization reports
B)Custom research reports
C)Syndicated research reports
D)Perceptual- attitudinal testing
E)Perceptual tracking

Question 37

would provide managers at a discount retailer's headquarters with up- to- the- minute sales information obtained from store cash registers around the country so they can detect problems with products,promotions,and even the firm's distribution system.

A)Telemarketing
B)An intranet
C)Causal research
D)Secondary data
E)Sampling

Question 38

A company did a comprehensive examination of how pit crews in an auto race work to get a racecar into the pit area,gas the car,perform other maintenance,and get the car back on the track so quickly.The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing.The company conducted a(n).

A)concept test
B)case study
C)worker intercept
D)ethnographic study
E)focus group

Question 39

With a probability sample,.

A)the observation method is used to select people who appear most willing to participate
B)convenience is the key determinant of who participates
C)each member of the population has some chance of being included in the sample
D)every member of the population is included in the sample
E)a researcher uses personal judgment to select participants

Question 40

A market research bureau semiannually conducts national surveys of more than 25,000 consumers who complete monthly logs detailing their purchases of products.Many companies subscribe to the company's report publication to learn of the findings of these surveys.This information can be classified as _ .

A)cookies
B)data mining
C)back- translation
D)secondary data
E)primary data

Question 41

Once a company has conducted exploratory research and analyzed the resulting data,its next step is to .

A)choose a method for collecting primary research
B)use control techniques to check data quality
C)conduct descriptive research
D)calculate the representative sample size
E)design a questionnaire

Question 42

Bratwurst is not a food typically eaten in the southeastern United States.To determine how to encourage Southerners to eat more bratwurst,a manufacturer conducted a survey in which it asked,"If bratwurst were going to a picnic,what kind of clothes would it wear?" and "Of the foods in your refrigerator now,what would a bratwurst most want to socialize with?" This survey used .

A)biofeedback techniques
B)hypothetical testing
C)ethnographic methods
D)projective techniques
E)concept testing

Question 43

Prior to setting up its Thanksgiving Turkey Hotline,a company conducted one- on- one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In terms of exploratory research,a company conducted .

A)focus groups
B)consumer interviews
C)mail surveys
D)ethnography research
E)observational research

Question 44

A coffee association conducted a study that reported the coffee consumption habits among different demographic and geographic segments of consumers.Even though this information may not have been the primary issue being addressed in the study,this information is helpful for coffee producers.This information for the coffee producers is classified as .

A)back- translation
B)cookies
C)data mining
D)secondary data
E)primary data

Question 45

The basic marketing information system includes .

A)existing data,market researchers to gather more data,and the technology to convert those data into information
B)competitive intelligence,internal records,all sales personnel,and all managers
C)data,computer hardware and software,as well as MIS experts
D)information resources,technical experts,and marketing managers
E)managers at all levels,corporate culture,and external and internal data

Question 46

Which of the following groups is overseeing the development and maintenance of standards to protect the privacy of Internet users?

A)Internet industry
B)Interstate Commerce Commission
C)Federal Communications Commission
D)U)S.Department of Justice
E)Federal Trade Commission

Question 47

is the process of selecting respondents for a survey.

A)Qualifying
B)Surveying
C)Sample linking
D)Prospecting
E)Sampling

Question 48

A consumer packaged goods company uses because they offer faster and less expensive alternatives to other ways of collecting data for market research.

A)face- to- face interviews
B)telephone interviews
C)online research applications
D)mechanical observations
E)observation methods

Question 49

During one day researchers counted the number of out- of- state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data would be an example of descriptive research using .

A)a hierarchical format
B)latitudinal tracking
C)a longitudinal design
D)a cross- sectional design
E)ethnographic research

Question 50

Telemarketing has had the greatest impact on which of the following data collection methods?

A)one- way interviewing
B)telephone interviewing
C)face- to- face interviewing
D)online questionnaires
E)mail questionnaires

Question 51

Marketing researchers known as may have prompted an automobile company to create a specialized division called the Third Age Suit to design cars for older drivers because the average age of the buyers of one model of automobile is sixty- seven years old.

A)futurists
B)custom researcher
C)research designers
D)consumer interviewer
E)causal researcher

Question 52

The first step in the marketing research process is to .

A)clearly understand the information needed by managers that the research is to provide
B)select samples
C)give research personnel the authority to perform the process
D)determine how data will be collected
E)set the mission statements for the research

Question 53

Plan- It Marketing conducted focus groups,which .

A)are one- on- one interviews
B)are a type of descriptive research
C)are typically conducted in mall settings
D)are used to gather exploratory data
E)do not use a discussion leader

Question 54

is a type of data collection that uses a passive instrument in which the researcher simply records the consumer's behaviors.

A)Survey
B)Face- to- face
C)Observation
D)Mall- intercept
E)On- line

Question 55

Which of the following statements about the steps in the marketing research process is true?

A)The sample must be designed after the data is collected.
B)The first step is problem definition.
C)The research design should be determined before the problem is defined.
D)The last step is to analyze and interpret the data.
E)The data collection method is selected after the researcher has determined the research design.

Question 56

To determine what type of information to add to its website in order to attract more visitors,an Internet company could look at the 2002 survey by American Online/Roper Starch Adult Cyberstudy,which showed the primary activities Americans are most likely to engage in when surfing the Internet.This cyberstudy would be an example of .

A)a primary external data source
B)data mining
C)a primary internal data source
D)project data
E)a secondary data source

Question 57

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has 25 million customers.Tabak will more than likely use a(n)to store and process its data.

A)distribution center
B)information downloading area
C)data warehouse
D)custom research project
E)marketing research department

Question 58

A bank had been evaluating the financial value of its substantial personal customer base since 1992 to determine which types of customers were the most valuable to the bank.The bank would obtain this information from .

A)descriptive research
B)probability samples
C)primary data
D)experiments
E)sampling

Question 59

Which is NOT used in online research?

A)data gathered by tracking consumers while they are surfing
B)data gathered from moderated focus groups conducted in chat rooms
C)data gathered through questionnaires on websites
D)data gathered through e- mail
E)data gathered in a mall- intercept

Question 60

Visitors to an online virtual stock exchange use virtual dollars to "buy and sell" stocks.The traders are avid moviegoers who trade soon- to- be- released movies and bet on which will be hits or misses.These visitors would most likely be viewed as .

A)futurists
B)research designers
C)causal researchers
D)custom researchers
E)consumer interviewers

Question 61

A Texas shopping mall allows high- tech companies to see,watch,and learn how people work in a wireless environment.This procedure is an example of what style of research?

A)telephone interviews
B)face- to- face interviews
C)mechanical observation
D)online questionnaire
E)observation method

Question 62

In general,a research report will NOT include .

A)an understandable description of the research methodology
B)limitations of the study (no study is perfect)
C)an executive summary of the report that covers the high points of the total report
D)a situation analysis
E)a complete discussion of the results of the study,including the tabulations,cross- tabulations,and additional statistical analysis

Question 63

A company utilized when they asked consumers to indicate how they feel about panty hose.

A)case study research
B)ethnography
C)focus group research
D)descriptive research
E)exploratory research

Question 64

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this,the bank looked at revenues and expenses from each of their financial products,including loans and credit card usage.To obtain and then analyze this information,the bank utilized the MIS function called .

A)data mining
B)probability sampling
C)marketing research
D)focus group research
E)exploratory research

Question 65

A company wanted to know if there was enough demand for video conferencing and other forms of video networking through laptop computers to make it profitable to offer this feature.Its marketing research department engaged in and discovered that 48 percent of laptop owners use their computer while undressed or in their underwear.

A)hierarchical research
B)exploratory research
C)ethnography
D)projective data
E)experiential research

Question 66

The first step in the marketing research process is to define the problem.This step has three components: specifying the research objectives,identifying the consumer population of interest,and .

A)budgeting money for the process
B)determining if primary data will be needed
C)selecting who will be responsible for analyzing the data
D)placing the problem in an environmental context
E)deciding whether to hire a marketing research agency or to conduct the research in- house

Question 67

A process that determines what information marketing managers need and gathers,sorts,analyzes,stores,and distributes relevant and timely information to users is a _ _.

A)marketing data analysis
B)marketing information system
C)marketing research project
D)primary data collection
E)secondary and primary data collection

Question 68

Which of the following is NOT a major source of information for a marketing intelligence system?

A)internal company data
B)information gathered through market research
C)acquired databases
D)marketing intelligence data on competition and other elements in the firm's business environment
E)telephone calls

Question 69

Six women were invited to participate in a discussion on motels,hotels,and resorts.A discussion leader first asked them what differentiated motels,hotels,and resort accommodations.Then she asked them to identify all the amenities they expect to find in overnight accommodations where they may stay.These six women and their group leader participated in a .

A)focus group
B)mall intercept
C)chat room
D)one- way communication channel
E)virtual community

Question 70

An automobile company was preparing for the launch of its first full- sized truck.The ad agency for the account used when it deployed researchers to the field to understand the psyche of full- sized truck owners.The team hung out at events such as hunting shows for several months with the target market.

A)telephone interviews
B)mechanical observation
C)ethnography
D)face- to- face interviews
E)observation method

Question 71

A company reports on consumers' perception of more than 1,700 performers for companies that are interested in using a performer in their advertising.This is referred to as .

A)custom research
B)secondary research
C)exploratory research
D)syndicated research
E)case study research

Question 72

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has found that customers who change residences are three times more likely as regular customers to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.By using data analysis to determine which promotion to target to customers who have recently moved,this catalog retailer has engaged in .

A)customer acquisition
B)customer retention
C)customer abandonment
D)customer accrual
E)market basket analysis

Question 73

A survey questioned men and women to determine how each group felt about low- fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using .

A)single- source data methods
B)cross- tabulation
C)projective techniques
D)standard correlation calculations
E)ethnographic techniques

Question 74

Salespeople for a computer company sell technology that can become obsolete as newer software and hardware are introduced to the market.Keeping current on this information could be a formidable task if the company had not created a(n)that can be used only by their salespeople and employees but provides the information they need with the click of a few buttons.

A)traditional communication system
B)extranet
C)affiliated program
D)intranet
E)horizontal user network

Question 75

Which of the following is NOT an element of a marketing decision support system (MDSS)?

A)modeling software
B)quality control measures
C)marketing managers
D)MIS data
E)statistical software

Question 76

A manufacturing company wants to encourage its managers to get a college degree online.To determine what programs are available,requirements for entering specific programs,and how much time and money the programs require,the company's human resource director consulted a 2002 article in a newspaper on online universities.The human resources director used .

A)projective data
B)a primary external data source
C)a secondary data source
D)data mining
E)a primary internal data source

Question 77

Although many companies are expanding their use of _ ,these do have drawbacks like the self- selection bias in the sample.

A)telephone interviews
B)face- to- face interviews
C)mechanical observations
D)observation methods
E)online research applications

Question 78

An advertising company's research division that uses sends researchers into homes with video cameras to get pictures of how people use products.

A)telephone interviews
B)observation method
C)face- to- face interviews
D)mechanical observation
E)personal observation

Question 79

A sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

A)simple random
B)probability
C)stratified
D)quota
E)convenience

Question 80

Kids are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the of the survey,that is the extent to which the research measurement techniques are free of errors.

A)Representativeness
B)Flexibility
C)Validity
D)Responsiveness
E)Reliability