Question 1

All of the following are rules of thumb for questionnaire design EXCEPT ________.

Accepted Answer

Ensuring that fixed responses overlap is not a rule of thumb for questionnaire design. The other choices are commonly cited rules of thumb for questionnaire design.

Question 2

________ are data that were collected for another purpose and already exist.

Accepted Answer

Secondary data are data that have been collected for another purpose and already exist. This type of data is often less expensive and quicker to obtain than primary data, which is collected specifically for the purpose of the research at hand.

Question 3

Companies normally budget marketing research at ________ of company sales.

Accepted Answer

Companies typically allocate a small percentage of their sales for marketing research. The most common range is between 1% to 2%. This percentage may vary depending on the company size, industry, and marketing goals.

Question 4

________ provide diagnostic information about how and why we observe certain effects in the marketplace,and what that means to marketers.

Accepted Answer

The answer of ________ provide diagnostic information about how and...

Question 5

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g. ,Nielsen Media Research)?

Accepted Answer

Syndicated-service research firms gather and sell consumer/trade information for a fee.

Question 6

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.

Accepted Answer

The semantic differential is a type of question that presents two bipolar words (such as hot and cold, or fast and slow) and asks the respondent to rate their opinion on a scale that connects the two words. The respondent chooses the point on the scale that best represents their opinion. The other options (a, b, c, and e) do not involve this type of scale.

Question 7

Which of the following is considered to be the last step in the marketing research process?

Accepted Answer

The answer of Which of the following is considered to...

Question 8

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

Accepted Answer

The answer of Some marketers prefer more ________ methods for...

Question 9

Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.

Accepted Answer

Surveys are designed to gather information about people's beliefs, opinions, and preferences, as well as their level of satisfaction with a particular product, service, or experience. By understanding these things, companies can improve their offerings to better meet the needs and desires of their target audience.

Question 10

If a marketing research firm were also known as a field-service firm (e.g. ,it sells its field interviewing services to other firms),it would be called a ________.

Accepted Answer

The answer of If a marketing research firm were also...

Question 11

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place?

Accepted Answer

The cost of the research project would most likely be considered during Step 2 - develop the research plan, as this is when the specifics of the research design, data collection method, and sampling plan are determined, all of which can impact the overall cost of the project.

Question 12

Marketing research is now about a ________ billion industry globally.

Accepted Answer

The answer of Marketing research is now about a ________...

Question 13

The most common instrument used to collect primary data is the ________.

Accepted Answer

A questionnaire is the most common instrument used to collect primary data as it allows researchers to gather information directly from respondents in a structured, standardized manner. It can be administered in various forms, including online, on paper, or during face-to-face interviews. While other tools like observation, behavioral data research, or focus groups can also produce valuable primary data, questionnaires offer a reliable and cost-effective approach that can reach a large sample size. The Internet is another option to administer questionnaires, but it should not be considered an instrument in itself as it depends on the questionnaire's format and delivery method.

Question 14

________ is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.

Accepted Answer

Marketing research is the systematic process of collecting data and analyzing it to make informed decisions about a specific marketing situation. It involves designing research studies to gather primary data, as well as using existing data sources to gather secondary data. The findings are then analyzed and reported to provide insights that can guide marketing decisions. Marketing intelligence and MIS are related concepts that involve gathering and analyzing data on an ongoing basis, but they are broader in scope and may not be focused on a specific marketing situation. Demographics are a type of data that can be used in marketing research, but they are not the same thing as marketing research itself. Finally, marketing management is the broader discipline of managing the marketing function within an organization, which includes tasks such as planning, implementing, and evaluating marketing strategies.

Question 15

A ________ is a gathering of 6 to 10 people who are carefully selected based on certain demographic,psychographic,or other considerations and brought together to discuss at length various topics of interest.

Accepted Answer

A focus group is specifically described as a gathering of individuals who have been carefully selected based on certain demographic, psychographic, or other considerations, and who are brought together to discuss at length various topics of interest. This option fits the given description the best. The other choices mentioned do not quite match with the given description.

Question 16

The most scientifically valid research is ________ research.

Accepted Answer

Experimental research is considered the most scientifically valid because it involves manipulating variables and controlling for extraneous factors in order to establish cause-and-effect relationships. Other types of research, such as observation, focus groups, surveys, and behavioral data, may provide valuable information, but they do not have the same level of control and rigor as experimental research.

Question 17

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

Accepted Answer

This method is exemplified by observation, as it involves recording consumers' actions without directly interacting with them.

Question 18

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Accepted Answer

The answer of Designing a research plan calls for decisions...

Question 19

All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.

Accepted Answer

Hiring syndicated-service research firms to conduct projects is not an affordable way for small companies to conduct marketing research. The other options listed (using the internet, engaging students or professors, and checking out rivals) offer cost-effective and creative ways for small companies to conduct marketing research.

Question 20

The first step in the marketing research process is to ________.

Accepted Answer

Defining the problem and research objectives is the first step in the marketing research process as it helps the researcher identify what information is needed and how it can be collected. Developing a research plan, analyzing the internal environment, reading marketing research journals, and contacting a professional consultant are all subsequent steps in the process.

Quiz 4: Conducting Marketing Research and Forecasting Demand