Deck 2: Marketing Research: Process and Systems for Decision Making

Question 1

At the end of the first stage of the marketing research process,managers and researchers should agree on:

A)whether or not the company will undertake a test marketing exercise based on the results.
B)who will be responsible for designing observational forms and questionnaires.
C)the specific question or questions the research is designed to investigate.
D)the type of quantitative research to be used in the current study.

Answer 1

C

Question 2

Which of the following statements best describes the term "secondary data?"

A)They are more expensive to gather than primary data.
B)They are data that have previously been collected for other purposes.
C)They are always available for strategy-specific research questions.
D)They are gathered from a limited number of sources.

Answer 2

B

Question 3

During which stage of the research process does a market researcher decide whether primary or secondary data are needed for the research process?

A)Processing of research data
B)Plan of the research
C)Preparation of research report
D)Performance of the research

Answer 3

B

Question 4

Isabel wants to open an art gallery in a neighborhood known for its large Hispanic population.However,she is apprehensive about whether or not the people in the neighborhood will be responsive to the unconventional art she sells.To make a decision,she obtains data from the National Statistics Institute which shows the career interests of the people of the neighborhood,most of them being in creative,unconventional fields.Which of the following types of data is she using to aid her decision making?

A)Primary data
B)Secondary data
C)A combination of primary and secondary data
D)Raw data

Question 5

Haley Joe Inc. ,a cosmetics company,plans to launch a range of organic beauty products.Before initiating the launch,the company's marketing team will conduct research to evaluate the current market for organic products.Presently,it is formulating a question for the researchers to determine what the research is meant to accomplish.Haley Joe Inc.'s marketing team is currently in the middle of _____.

A)processing the research data
B)preparing the research report
C)identifying the purpose of the research
D)developing the plan of the research

Question 6

Which of the following statements is true of a research plan?

A)It determines explicitly why the research is needed and what it is to accomplish.
B)It influences the type of research to be conducted and the research design.
C)It includes an explanation of such things as the analysis techniques to be used.
D)It involves preparing for data collection and actually collecting them.

Question 7

Which of the following statements best describes primary data?

A)Data collected by an organization specifically for the research problem under investigation
B)Data that have previously been collected for other purposes but can be used for the problem at hand
C)Data provided by the government,such as U.S.census data
D)Data collected through government reports or syndicated data providers

Question 8

The first step in the research process is:

A)to collect data and label data sets.
B)to determine the appropriate marketing strategy based on findings.
C)to prepare a research report.
D)to determine why the research is needed and what it is to accomplish.

Question 9

Which of the following statements best describes a benefit of marketing research?

A)It forecasts the future with certainty and accuracy.
B)Its results can and should be taken as the appropriate course of action.
C)It is vital for investigating the effects of various marketing strategies after they have been implemented.
D)It negates the need for researchers to use their own knowledge and experience because each research study includes all of the factors that could influence the success of a strategy.

Question 10

During the _____ stage of the research process,it should be decided whether the company will do its own research or contract with a marketing research specialist.

A)report preparation
B)data processing
C)performance
D)planning

Question 11

Which of the following steps of the marketing research process is crucial because it influences the type of research to be conducted and the research design?

A)Performance of the research
B)Plan of the research
C)Purpose of the research
D)Processing of the research data

Question 12

Quite often a situation or problem is recognized as needing research,yet the nature of the problem is not clear or well defined,nor is the appropriate type of research evident.In the context of the steps of the marketing research process,this problem immediately lends itself to _____.

A)identifying the purpose of the research
B)conducting the research
C)preparing the research report
D)processing the research data

Question 13

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

A)Preview of the research
B)Plan of the research
C)Performance of the research
D)Preparation of the research report

Question 14

Managers should make marketing decisions in the light of their own knowledge and experience instead of viewing research reports as the final answer to their problems because:

A)the number of factors included in a marketing research study are not exhaustive.
B)decisions based on marketing research reports are highly risky.
C)there is no possibility that marketing research will be affected by researcher bias.
D)marketing research is not a systematic process for obtaining information.

Question 15

Which of the following statements about marketing research is true?

A)Marketing research that is executed carefully is free from errors.
B)Marketing research is an aid to decision making.
C)Marketing research is a substitute for decision making.
D)Marketing research forecasts with certainty what will happen in the future.

Question 16

In the past,marketing researchers were not extensively involved in:

A)engaging in the technical aspects of the research.
B)designing their research studies.
C)making strategic recommendations based on research.
D)collecting data.

Question 17

Charles and Steve are business partners who want to start a publishing house.Both partners thoroughly research the market before proceeding with the planning.They believe that the research results guarantee that the new business will be successful.Which of the following will help Charles and Steve interpret their research results accurately?

A)Considering the results of the research as a final answer to all doubts about setting up the new business
B)Using the research results as a substitute for decision making
C)Knowing that even the most carefully executed research can be fraught with errors
D)Understanding that marketing research studies all of the factors that contribute to the success of a business

Question 18

Which of the following steps in the research process determines why a particular research study is undertaken?

A)Plan of the research
B)Processing of research data
C)Purpose of the research
D)Preparation of the research report

Question 19

If a market researcher is analyzing the current situation involving the problem to be researched,he or she is most likely working on the _____.

A)performance of the research
B)purpose of the research
C)preparation of the research report
D)processing of research data

Question 20

A research plan can be developed once:

A)the research data has been evaluated.
B)the research data has been collected.
C)the research team identifies the data source that should be used.
D)the specific research question or questions have been agreed on.

Question 21

The customer service department at Mercury,a department store,noticed that the store's exchange process creates a lot of stress for its customers.Customers need to visit several counters before their product is finally exchanged for another.Customer service management has decided to send questionnaires to customers,asking them to respond to a list of questions and to provide suggestions for improving the exchange situation in the store.In this scenario,management is using the _____ research method.

A)focus group
B)survey
C)observational
D)experimental

Question 22

Warner Implants,a pioneer in the industry for medical implants,launched a revolutionary cardiac implant in the year 2000.As part of its promotional strategy,the marketing team at Warner Implants conducted individual discussions with a few customers.These discussions were aimed at understanding the meaning its implants brought to the lives of the customers.This scenario best illustrates the use of _____ as a mode of research.

A)observation
B)mathematical modeling
C)experiments
D)long interviews

Question 23

In the context of market research,which of the following is an advantage of using primary data for data collection?

A)They pertain only to a firm's research.
B)They are less expensive than other forms of data and are often free.
C)They are used to gain insight into international cultures and markets.
D)They are used to gather macroeconomic data.

Question 24

In the context of market research,identify a disadvantage of using primary data for data collection.

A)They may not be accurate and relevant.
B)They may take excessive amount of time to collect.
C)They may have been altered.
D)They may contain bias.

Question 25

Quantitative research involves:

A)systematic procedures designed to obtain and analyze numerical data.
B)interviews with several people at a time to generate insights about a product.
C)discussions among a small number of individuals led by an interviewer.
D)face-to-face interviews with respondents to develop a better understanding of what they think.

Question 26

Redstone Inc.manufactures and markets computer games.Its latest game,Warrior Xero,is designed specifically for teenagers.The company recently implemented a free trial where it invited teenagers to its office to play the game.After the free trial,the company's market research executives conducted discussion sessions with the teenagers to gain insights into the product and whether any changes needed to be made.The research conducted by Redstone Inc.best exemplifies _____.

A)observational research
B)focus groups
C)mathematical modeling
D)group experiments

Question 27

Spark Inc. ,an online fashion brand,is scouting for locations to open its first brick-and-mortar store in New York.It assigns researchers to various commercial intersections in the city and asks them to make a brief study of the movement of people around these intersections.The information gathered from this research will help Spark pick the most viable location.This type of research is best classified as _____.

A)survey research
B)observational research
C)experimental research
D)focus group research

Question 28

Which of the following types of research methods typically involves discussions among a small number of customers led by an interviewer and is designed to generate insights and ideas about products and brands?

A)Observational research
B)Long interviews
C)Projective techniques
D)Focus groups

Question 29

Which of the following kinds of research collects data by means of a feedback form through mail,phone,or in person?

A)Experimental research
B)Mathematical modeling
C)Survey research
D)Observational research

Question 30

Which of the following is an advantage of secondary data over primary data?

A)Secondary data are always available for strategy-specific research questions.
B)Secondary data sources are limited,making the information more valuable.
C)Secondary data are cheaper to obtain and utilize.
D)Secondary data are collected specifically for the research problem under investigation.

Question 31

Which of the following is an example of qualitative research?

A)Mathematical modeling
B)Long interviews
C)Experimental research
D)Observational research

Question 32

Soy and Soup,a restaurant in the city of Uberlin,wants to open a vegan restaurant in the city of Prim.To ensure that Prim has a market for vegan food,Soy and Soup conducts research on the market.It sends out a team of researchers to conduct short interviews with the public asking a standard set of questions about the kinds of food they enjoy eating and whether they would like to eat at a restaurant that serves only vegan food.Which of the following research methods has Soy and Soup used in this scenario?

A)Experimental research
B)Archival research
C)Survey research
D)Observational research

Question 33

In the context of quantitative research in marketing,which of the following statements is true of observational research?

A)It involves the development of equations to model relationships among variables.
B)It involves manipulating one variable and examining its impact on other variables.
C)It involves watching people and recording relevant facts and behaviors.
D)It involves the collection of data by means of a questionnaire by mail,phone,online,or in person.

Question 34

M&N Inc. ,a cosmetics company,recently launched a marketing initiative for its line of organic cosmetics.Its marketing team undertook a campaign where it invited women to sample the cosmetics in malls and then asked them to fill questionnaires about the cosmetics.Which of the following methods of collecting data did the marketing team of M&N utilize in this scenario?

A)Observational research
B)Interviews
C)Mathematical modeling
D)Survey research

Question 35

Which of the following is a disadvantage of secondary data?

A)Secondary data are not always available for strategy-specific research questions.
B)Secondary data sources are more limited than sources of primary data.
C)Secondary data are more expensive to obtain and utilize than primary data.
D)Secondary data are collected specifically for the research problem under investigation.

Question 36

_____ involves interacting with a single respondent for several hours and is designed to find out the meanings various products and brands have for an individual.

A)Observational research
B)A long interview
C)Mathematical modeling
D)An experiment

Question 37

Jeremy,the manager at Orion Department Store,has noticed fluctuations in the sales of certain products after a change in the store layout.While certain products have shown an increase in sales,the sale of other products has declined considerably.Jeremy wants to make note of the areas of the store that customers frequent and those that they avoid.He hopes to gain sufficient insight in order to create a better store layout and get sales back to normal.In this scenario,Jeremy is most likely to use the method of _____.

A)observational research
B)mathematical modeling
C)experimental research
D)projective technique

Question 38

The marketing team at Shine Inc.is conducting research to determine why its perfume sales have dropped suddenly and drastically.The marketing manager,Adriano,is wondering if the drop in sales is a result of a recent and controversial newspaper article about the company's use of animal fat in its perfumes.He sends out a questionnaire by e-mail to Shine Inc.'s wide customer base to gather relevant information.Which of the following types of research methods is Adriano using in this scenario?

A)Observational research
B)Experimental research
C)Survey research
D)Mathematical modeling

Question 39

Nutricare Inc.is a leading distributor of health and beauty products in the United States.It wants to expand into the health drinks market segment.It collects data provided by the United States Department of Agriculture (USDA)to find the size of the target population.Identify the type of data Nutricare Inc.has collected in this scenario.

A)Secondary data
B)Primary data
C)A combination of primary and secondary data
D)Big Data

Question 40

Identify a true statement about qualitative research.

A)It includes all of the factors that could influence the success of a strategy.
B)It includes inventory data that can indicate how rapidly various products are selling and expenditure data on such things as advertising,personal selling,or packaging.
C)It involves systematic procedures designed to obtain and analyze numerical data.
D)It involves face-to-face interviews with respondents designed to develop a better understanding of what they think and feel concerning a research topic.

Question 41

Marketing research experiments are conducted in laboratories or simulated stores:

A)to carefully control other variables that could impact results.
B)because experiments cannot be administered in natural settings.
C)to identify beliefs,attitudes,and other unquantifiable data.
D)because respondents are more likely to be natural in laboratory settings.

Question 42

An advantage of conducting marketing research through personal interviews is that:

A)the transmission of biasing cues is altogether avoided.
B)the cost per contact is extremely low.
C)data collection time may be low.
D)a substantial number of ideas can be generated.

Question 43

A marketer of yo-yos wants to know how an increase in price will affect its sales.It uses a test store where it increases the price of the yo-yos by 15 percent and then studies its impact on sales.Comparing its sales in the test store with those in other stores provides information about the likely impact of a price change in the overall market.Identify the type of market research method most likely used in this scenario.

A)Experimental research
B)Mathematical modeling
C)Observational research
D)Focus group

Question 44

Which of the following is a disadvantage of the telephone survey as a research method?

A)It results in a non-centralized control of data collection.
B)It results in a disproportionate coverage of low-income groups.
C)It results in a lengthy and drawn-out data collection process.
D)It results in the least cost-effective method of data collection.

Question 45

Which of the following is true of the experimental research method?

A)It involves the collection of data by means of a questionnaire.
B)It cannot be used to understand causal relationships between variables.
C)It is difficult to design and administer effectively in natural settings.
D)It is extremely useful in cases where the research involves very large data sets.

Question 46

Far-n-Wide,a travel agency,wants to implement market segmentation to target people who travel at least once a week for business.The ticketing data from all its outlets is consolidated in the company database and used to identify consumers who constitute this frequent-flyer segment.What type of research method is the company most likely using?

A)Mathematical modeling
B)Observational research
C)Qualitative research
D)Experimental research

Question 47

Marketeers Inc.conducts research to determine the reaction of its employees to certain organizational changes that have recently been implemented.The company wants detailed and personalized responses from a small number of participants within the company.It is willing to spend a large amount of money to get meaningful results.In this scenario,which data collection method will most likely give Marketeers Inc.the data it requires?

A)Personal interviews
B)Focus groups
C)Mail surveys
D)Observation

Question 48

GenX Techware Inc.is a manufacturer of computer monitors in the city of Osmon.Its marketing team conducts research to determine whether sales among women are likely to rise in response to the availability of brightly colored monitors.The team creates a set of written questions to be answered by a group of over 3,500 female respondents all over the city and mails these questions to respondents.Based on the data it obtains,GenX will make a decision about whether or not to launch brightly colored monitors.This scenario best exemplifies the method of _____.

A)observational research
B)archival research
C)experimental research
D)survey research

Question 49

An advantage of using focus groups to conduct market research is that:

A)they are flexible to use in a marketing study.
B)they do not require expert moderators.
C)they have a broad geographic dispersion.
D)they prevent moderator bias.

Question 50

Which of the following is a benefit of mathematical modeling as a marketing research method?

A)It generates a substantial number of ideas when compared with other methods.
B)It is involved in the analysis and interpretation of primary data exclusively.
C)It provides an efficient way to study problems with extremely large secondary data sets.
D)It is ideal for investigating customer beliefs,attitudes,satisfaction,and other issues.

Question 51

A purpose of quantitative research is to:

A)develop new products and services or reposition current product or service images.
B)build theories and models to explain marketplace behaviors or relationships between two or more marketing variables.
C)identify a business problem or opportunity situation or establish information requirements.
D)investigate the degree to which the insights about a topic hold across a large sample or population.

Question 52

Which of the following is a research method that deals with manipulating one variable and examining its impact on other variables?

A)Marketing audit
B)Observational research
C)Archival research
D)Experimental research

Question 53

Which of the following statements is true of conducting marketing research?

A)Marketing research delivers the most accurate results when it involves applying quantitative techniques in the beginning of the research.
B)Marketing research suppliers are a better choice than internal researchers when they have special expertise in a particular type of research.
C)Marketing research is seldom fruitful if contracted to outside parties.
D)Marketing research conducted internally is most reflective of a company's position.

Question 54

Rolly Inc. ,a candymaker and retailer,increases its candy prices by 10 percent in one of its stores while retaining existing prices in all its other stores.It then compares its sales in the test store to sales in its other stores.The information collected provides Rolly with evidence about the impact of price changes on its customers.The type of research used at Rolly Inc.best exemplifies _____.

A)experimental research
B)mathematical modeling
C)observational research
D)survey research

Question 55

Which of the following is a disadvantage of the quantitative research method?

A)It is difficult to determine nonresponse bias.
B)Analysis of data is slower than in qualitative research.
C)It takes a longer time to complete than qualitative methods.
D)Individual participants do not represent general target market.

Question 56

Bay Shop,a consumer electronics retailer,wants to know how the shopping needs of its consumers vary according to the days of the week.For instance,consumers tend to buy expensive items over weekends and shop for necessary items-such as batteries-over the week.To obtain relevant data,the store uses the scanner data collected and stored in computer files from its checkout counters.Analysts will use equations to determine relationships between the variables.Which of the following research techniques is Bay Shop most likely using in this scenario?

A)Projective techniques
B)Mathematical modeling
C)Focus groups
D)Observational research

Question 57

Which of the following qualitative research methods is most likely to provide a better idea of the causal relationships among variables?

A)Marketing audit
B)Observational research
C)Archival research
D)Experimental research

Question 58

Which of the following is an advantage of the qualitative research method?

A)Its results are generalizable to a larger population than the results of the quantitative method.
B)It enables a user to conduct causal studies that indicate why behaviors occur.
C)It uncovers details concerning the motivations behind behaviors.
D)Analysis of data is faster than in quantitative research.

Question 59

Which of the following types of research involves the application of econometric or statistical techniques to secondary data,such as scanner data collected and stored in computer files from retail checkout counters?

A)Focus groups research
B)Observational research
C)Mathematical modeling
D)Qualitative research

Question 60

An advantage of mail surveys is the ease they provide in the area of _____.

A)collecting data and administering the surveys
B)determining the depth of responses from respondents
C)estimating nonresponse biases
D)collecting income and financial data

Question 61

Which step of the marketing research process involves obtaining and recording the maximal amount of useful information,subject to the constraints of time,money,and respondent privacy?

A)Processing of research data
B)Plan of the research
C)Performance of the research
D)Preparation of the research report

Question 62

Which of the following marketing research data collection methods allows respondents to answer surveys at their convenience and facilitate the evaluation of visual stimuli?

A)Telephone surveys
B)Internet surveys
C)Face-to-face surveys
D)Mall intercepts

Question 63

Judgment and insight are needed to draw appropriate inferences and conclusions from research results because marketing research studies:

A)imply significant relationships among variables.
B)do not use econometric or statistical techniques.
C)seldom obtain findings that are unambiguous.
D)always use extremely large secondary data sets.

Question 64

An advantage of using mall intercepts as a data collection method in marketing research is that:

A)they provide unrestrained time to respondents.
B)their costs are free from the influence of incidence rates.
C)they do not require interviewer supervision.
D)they have fairly high response rates.

Question 65

A drawback of personal (in-depth)interviews as a data collection method in marketing research is that:

A)they have a high cost per contact for every respondent studied.
B)they do not generate as many ideas as group methods do.
C)they have an element of confusion as there is high geographic dispersion.
D)they have a lesser depth of response than other interviews.

Question 66

Which of the following takes place during the processing of research data?

A)Preparing the research report
B)Choosing between primary data and secondary data
C)Recording the maximal amount of useful information
D)Interpreting and assessing the research results

Question 67

One advantage of Internet surveys is that:

A)they are accurate and free from respondents' self-selection bias.
B)they do not require their responses to be checked for duplication.
C)they enable the easy generation of sample frames.
D)they enable the processing of real-time data.

Question 68

In which of the following steps of the research process does a researcher locate data or prepare observational forms or questionnaires if the research involves collecting primary data?

A)Performance of the research
B)Processing of the research
C)Planning of the research
D)Preparation of the research report

Question 69

One disadvantage of projective techniques as a data collection method is that:

A)they are highly threatening to respondents for sensitive topics.
B)they cannot be used for word association tests of new brand names.
C)they do not enable the identification of important motives underlying consumer choices.
D)they require trained and experienced interviewers as sensitive data may be elicited.

Question 70

Which of the following is a benefit of observation as a method of data collection?

A)It is accurate in measuring covert behavior.
B)It is useful in studying cross-cultural differences.
C)It can assess attitudes that cause certain behaviors.
D)It can provide clear evidence of causal relationships.

Question 71

Holly and her team have conducted a survey on a sample of 500 respondents to assess the changing trends among consumers buying baby food.They have coded and collated all the information and fed them into a computer-based statistical analysis program.The results of the analysis are being examined by the team to uncover any significant patterns of consumer preferences.Which stage of the research process is Holly's team currently at in this scenario?

A)Performance of the research
B)Preparation of the research report
C)Plan of the research
D)Processing of research data

Question 72

The marketing team at Stacey Collins Inc.is conducting research to determine the reaction of consumers to its new line of genuine leather clothing.The team is drawing a sample and preparing the questionnaires it intends to send out to the sample.It is also deciding whether it will rely mostly on secondary data or primary data to make its decisions.Considering the five Ps of the marketing research process,the marketing team is currently involved in the:

A)determination of research purpose.
B)performance of the research.
C)development of a research plan.
D)processing of research data.

Question 73

A drawback of using observation as a data collection method is that:

A)it is inaccurate in measuring overt behavior.
B)it cannot be used to study cross-cultural differences.
C)it is appropriate only for frequently occurring behaviors.
D)it cannot be used to collect sensitive data about respondents.

Question 74

A drawback of using Internet surveys as a data collection method in marketing research is that:

A)they take a long time to be executed.
B)they make real-time data processing impossible.
C)they pose difficulties in generating sample frames for probability sampling.
D)they create a high degree of perceived intrusion as respondents cannot answer the questions at their convenience.

Question 75

Which of the following is the final step of the research process?

A)Processing of research data
B)Data structuring and analysis
C)Preparation of the research report
D)Performance of the research

Question 76

Which of the following is a benefit of using projective techniques as a method of data collection?

A)They are useful in word association tests of new brand names.
B)They minimize the need for trained and experienced interviewers.
C)They substantially reduce the cost per interview in the research study.
D)They provide a broad geographic dispersion for a marketing research study.

Question 77

The major goal of most test marketing is to:

A)estimate the future sales potential of new products.
B)evaluate store layouts of a new store.
C)establish the placement of new products.
D)identify the location for a new store.

Question 78

The stage of performance of the research involves:

A)coding,labeling,and structuring data.
B)defining the nature and purpose of collecting data.
C)analyzing and interpreting the collected data.
D)preparing for data collection and actually collecting them.

Question 79

Processing research data includes:

A)preparing observational forms for data collection.
B)obtaining and recording the maximal amount of useful information.
C)collecting data by means of a questionnaire,either by mail or phone.
D)editing,structuring,and coding data for statistical analysis.

Question 80

A _____ is a complete statement of everything done in a research project and includes a write-up of each of the previous stages as well as the strategic recommendations from the research.

A)research report
B)research plan
C)research proposal
D)research strategy