Deck 9: Marketing Research

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

True

Question 4

Marketing research includes all of the following except:

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

Question 5

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)how large their campaign signs should be.
E)how to buy the votes they need.

Question 6

Before conducting market research,the first question to ask is,"What are we trying to learn?"

Question 7

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

Question 8

When presenting the results of marketing research to a client,it is acceptable to omit some research data that contradicts the clients' expectations in order to improve the chances of being hired again.

Question 9

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

Question 10

Data collection should begin after the research design process.

Question 11

Panel data is always secondary data.

Question 12

After a year in business,Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm.Tyrone will probably use the results of this research to:

A)define market segments.
B)adjust positioning strategies.
C)change product offerings.
D)adjust prices.
E)any of these.

Question 13

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 market 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 14

Warren is conducting a marketing research project.He is not sure what questions to ask or what types of consumers he should talk to.Warren is ready to conduct conclusive research.

Question 15

When Olivia learned that just twenty of her yoga studio customers accounted for eighty percent of her annual revenue,she probably:

A)adjusted class schedules to meet the needs of those twenty customers.
B)surveyed those twenty customers to see what other types of yoga classes they were interested in.
C)offered a special session for just those twenty customers.
D)analyzed the geodemographics of those twenty customers to see how she could attract more people like them.
E)all of these.

Question 16

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

Question 17

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

Question 18

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

Question 19

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Question 20

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

Question 21

If a firm has geodemographic 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 geodemographic segments.
D)determine which syndicated data warehouse services to purchase.
E)find out which competitors its customers purchase from.

Question 22

The many incidents of identity theft and scams falsely presented to consumers as market research surveys have made:

A)consumers more sympathetic to the plight of market researchers.
B)data mining easier.
C)it more difficult for market researchers to gain cooperation from respondents.
D)government regulation of market research more flexible.
E)ethical market researchers use more devious techniques to gain needed information.

Question 23

The AMA guidelines for marketing research:

A)prohibit selling under the guise of conducting research.
B)support research integrity.
C)encourage fair treatment of clients.
D)support the duty of researchers to respect the rights of subjects.
E)all of these.

Question 24

Leonard just bought his first bagel franchise.As part of the franchising agreement,Leonard receives a monthly report detailing the actions and results of other franchisees.Leonard can use this market research report to:

A)provide a link between him and his environment.
B)help him understand the needs of his customers.
C)monitor the marketplace.
D)decrease the uncertainty associated with decision making.
E)all of these.

Question 25

Benefit-cost analysis in market research weighs:

A)the benefits of answering questions against the cost of the research.
B)the benefit of exploratory research against the cost of conclusive research.
C)the benefit of primary data research against the cost of secondary data research.
D)the benefit of a data warehouse against the cost of syndicated data.
E)the benefit of internal secondary data against the cost of external secondary data.

Question 26

Market research begins with:

A)designing the research project.
B)analyzing data.
C)defining the objectives and research needs.
D)presenting results.
E)creating the data collection process.

Question 27

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 re-orders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover:

A)the impact of income tax laws.
B)patterns of consumers' purchasing behavior.
C)the relationship between primary and secondary data.
D)new ideas for human resources management.
E)competitors' pricing strategies.

Question 28

Customers have become more and more anxious about breaches of privacy,and it is essential for marketing researchers that they:

A)conceal consumers' addresses and phone numbers when they share information.
B)share information only with the sales department for follow-up.
C)respect and protect the privacy of customers without question.
D)refer to the company's code of ethics to determine what information can be released.
E)All of these.

Question 29

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

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

Question 30

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.Business people 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)all of these.

Question 31

Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's:

A)web site.
B)file cabinets.
C)data warehouse.
D)cash registers.
E)exploratory research department.

Question 32

The first question a market researcher should ask when considering a research study is:

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

Question 33

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 34

Cheryl 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 based on the ideas they developed in the design phase.
E)analyze the data.

Question 35

American consumers' concerns about ______________ have led to a variety of government protections including the "Do Not Call" list.

A)privacy
B)intellectual property rights
C)foreign imports
D)economic growth
E)identity theft

Question 36

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)preserving their right to privacy.
E)the unstructured nature of market research.

Question 37

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project,the other 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 study?
D)How will the questions be defined?
E)Who will manage the research?

Question 38

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 39

Just as marketers create value by meeting the needs and wants of consumers,market 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 40

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 41

Omar is responsible for marketing and marketing research for a mid-sized 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 and get his boss to change his mind?

A)"We can try,but if it's wrong it's not my fault."
B)"That's secondary data,and it may not be as timely,accurate and relevant as what we need.Our decisions may not be as good,and we'll run a huge risk."
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 on any information from the Internet in marketing research."

Question 42

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 to have.
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 43

Jalel is marketing manager for moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jalel 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 44

Marvin is looking for data to help him with a new market research study assigned to him.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 was substituted for secondary data.

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 market research study.

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

Question 46

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)exploratory data.

Question 47

Ron is opening a new Internet-based marketing business.He finds a wealth of data on a web design company's site.This site describes the tremendous sales potential for Internet-based marketing companies.Ron should:

A)base his projections on the information provided.
B)offer to share his Internet sales experience with the site.
C)be cautious,because the data may be more promotional than trustworthy.
D)contact the company and ask if the data is derived from census information.
E)collect primary data to confirm the web design company's data.

Question 48

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

A)conclusive research.
B)data warehousing.
C)syndicated marketing surveys.
D)exploratory research.
E)research design.

Question 49

The objectives of a research project define 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 50

The manager of a company selling baby products asks you to conduct research into the question,"Is life expectancy getting longer in Kuwait?" The problem with this research objective is that:

A)it is irrelevant to the baby products company.
B)it is already known and available on the U.S.Census Web site.
C)it will lead to a set of unstructured questions.
D)it is a research question that probably cannot be answered with any level of accuracy.
E)it is a question related to another culture.

Question 51

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 on the U.S.Census Web site.
C)it will lead to a set of unstructured questions.
D)it is a research question that probably cannot be answered with any level of accuracy.
E)it is too expensive to determine the answer.

Question 52

The major disadvantages of primary data collection are that:

A)it can only be accessed through syndicated databases or unstructured data mines.
B)it cannot be tailored to meet specific research needs.
C)it takes more time to collect than secondary data and is more costly.
D)it is too general to meet researcher's and manager's needs.
E)all of these are disadvantages of primary research data.

Question 53

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 54

The major advantage of primary data collection is that:

A)it can be easily accessed through syndicated databases.
B)it can be tailored to meet the specific research needs.
C)it takes less time to collect than secondary data.
D)it is general enough to meet many different researchers' needs.
E)all of these are advantages of primary research data.

Question 55

Poor research design can often be traced to:

A)focusing on questions that cannot be answered.
B)incorrect data analysis.
C)interference from senior management.
D)poor data collection.
E)inaccurate coding of responses.

Question 56

Marketers often race too quickly into research studies to collect __________________ data because it is designed to address their specific questions,while _____________ data may exist that can sufficiently address the marketer's questions at a much lower cost.

A)secondary; primary
B)syndicated; primary
C)structured; unstructured
D)primary; unstructured
E)primary; secondary

Question 57

Because market research often takes considerable time:

A)business decision making must always slow down and wait for the research results before taking action.
B)government regulations are being relaxed to allow faster collection of private information about consumers.
C)businesses in fast-changing markets often have to rely on experience and intuition to make decisions.
D)businesses should not bother doing research.
E)consumers should always fill out questionnaires and warranty cards thoroughly.

Question 58

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending.The advantages of using this data include that:

A)it is new and can be used to project overall demand.
B)it can be quickly accessed at a relatively low cost.
C)it is historical data that can be used to accurately predict future trends.
D)it has been collected for just the purpose Joe is using it for.
E)all of these.

Question 59

Marketing researchers should plan the project in some detail so that:

A)the kind of data collected will yield the planned results.
B)responses to questions can be coded without great difficulty.
C)they can produce meaningful results on time and within budget.
D)they can move through the process without needing to make major alterations.
E)All of these.

Question 60

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

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

Question 61

Because conclusive research is often quantitative in nature,it offers a means to confirm ideas through:

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

Question 62

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

A)data mining
B)exploratory
C)survey
D)conclusive
E)experimental

Question 63

Recently,Google hired a team of economists to study consumers' online search behavior.This type of market research is a form of __________________ research.

A)focus group
B)survey
C)in-depth interview
D)primary data mining
E)observational

Question 64

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

A)conclusive
B)data warehousing
C)syndicated marketing
D)exploratory
E)structured

Question 65

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 66

Compared to secondary data,primary data:

A)are more expensive to collect
B)are more specific to the project at hand
C)take longer to collect
D)are more timely
E)All of these

Question 67

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)census data.

Question 68

Using ________________,researchers ask questions,listen to and record responses,and ask additional questions based on initial responses.

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

Question 69

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 70

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)all of these

Question 71

_______________ confirms insights and provides a basis for taking a course of action.

A)Primary data collection
B)Qualitative data mining
C)Exploratory research
D)Conclusive research
E)Statistical sourcing

Question 72

Conclusive research:

A)is always conducted using primary data collection.
B)revises the research objective based on data mining.
C)confirms insights and provides a basis for taking a course of action.
D)offers conclusions that are always correct.
E)includes focus group interviews.

Question 73

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 74

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)exploratory research
E)structured questionnaires

Question 75

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 76

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)all of these

Question 77

When the detailed opinions of a few industry experts or experienced consumers are needed,________________ are often the best exploratory research method.

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

Question 78

Firms that use cameras to monitor the movements and activities of customers as they shop create:

A)a quantitative survey database.
B)a secondary data source.
C)qualitative data mining.
D)an ethical issue.
E)a focus group environment.

Question 79

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 80

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 questionnaire but is not sure what responses to include for each question.Randall could use ________________ to help him develop his questionnaire.

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