Question 1

The main drawback to the ________ is that the interviews must be short and not too personal.

Accepted Answer

The main drawback mentioned in the statement is the limitation of time and personal interaction. Telephone interviews allow for quicker responses and can be more efficient than mail questionnaires or online interviews while still providing some level of personal interaction. Additionally, secondary interviews are typically conducted after a primary interview and are not a standalone option.

Question 2

If a marketing researcher were to use careful observation,hypotheses,prediction,and testing to ensure that his or her marketing research efforts were of the highest quality,the researcher would have then used ________ characteristic of good marketing research to assist in the research effort.

Accepted Answer

The use of careful observation, hypotheses, prediction, and testing reflects the scientific method in marketing research, which is a characteristic of good marketing research. Research creativity, ethical marketing, multiple methods, and interdependence of models and data are also important characteristics of good marketing research, but they are not reflected in the scenario described.

Question 3

Define marketing research.

Accepted Answer

The answer of Define marketing research....

Question 4

The Bledsoe Marketing Research group has been hired to administer a series of "yes/no" questions to shoppers in a local mall.If questions on a survey have only two possible answers (such as "yes/no" questions),what type of questions are these?

Accepted Answer

The answer of The Bledsoe Marketing Research group has been...

Question 5

If you needed to collect primary data and were seeking to use the research instrument that is considered to be the most common method for obtaining that type of data,what type of instrument would you select?

Accepted Answer

The answer of If you needed to collect primary data...

Question 6

A high market-penetration index suggests that ________.

Accepted Answer

The answer of A high market-penetration index suggests that ________.
...

Question 7

Bank of America's research following baby-boomer women at home and while they shopped yielded two insights-they rounded up financial transactions because it was more convenient,and those with children found it difficult to save.In what category of research would this study fall?

Accepted Answer

The answer of Bank of America's research following baby-boomer women...

Question 8

Barry's company sells in a nonexpansible market.As a marketer,Barry should focus on ________.

Accepted Answer

The answer of Barry's company sells in a nonexpansible market.As...

Question 9

If a company wants to assess the magnitude of consumers' knowledge,beliefs,preferences,and satisfaction,the company will most likely choose which of the five research approaches outlined in the text?

Accepted Answer

The answer of If a company wants to assess the...

Question 10

A marketing manager would like to ask a few simple questions of his or her company's target market (a population).If the manager would like to ensure that every member of that population has an equal chance of being chosen for questioning,the manager would need to select which sampling method?

Accepted Answer

The answer of A marketing manager would like to ask...

Question 11

The most important task of a marketing researcher is to ________.

Accepted Answer

The answer of The most important task of a marketing...

Question 12

Jeanine would like to own a Mercedes but is unable to afford to buy one at this time.Jeanine is part of the ________ for this product.

Accepted Answer

Jeanine is interested in owning a Mercedes but currently cannot afford one, thus making her part of the potential market. The potential market consists of individuals who have an interest in a particular product but may not be able to afford it at the current time.

Question 13

List the four advantages of conducting marketing research online.

Accepted Answer

The answer of List the four advantages of conducting marketing...

Question 14

A marketing research firm intends to ask consumers a question that reads "Do you intend to buy a automobile within the next six months?" Consumers could respond in several ways including no chance,slight possibility,fair possibility,good possibility,high possibility,and certain.Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use in the research effort?

Accepted Answer

The answer of A marketing research firm intends to ask...

Question 15

3M tracks the proportion of sales resulting from its recent innovations.This measurement is an example of a ________.

Accepted Answer

The measurement of sales resulting from recent innovations is a marketing metric.

Question 16

Describe what might occur in an intercept interview.What are the chief disadvantages of this method of contact?

Accepted Answer

The answer of Describe what might occur in an intercept...

Question 17

Jason is examining a recent breakdown of his company's West Coast market.The terms in the report are somewhat confusing because there was no attached vocabulary key to assist the uninformed reader.Jason is looking for the set of consumers who are currently buying his company's products.Which of the following terms will assist him in finding the right column for his data query?

Accepted Answer

The answer of Jason is examining a recent breakdown of...

Question 18

Some marketing managers view marketing research as little more than a clerical activity and treat it as such.This is a reflection of which of the barriers that must be overcome if successful marketing research is to occur?

Accepted Answer

The answer of Some marketing managers view marketing research as...

Question 19

During which phase of the marketing research process will the marketing manager most likely calculate the cost of the marketing research plan?

Accepted Answer

The answer of During which phase of the marketing research...

Question 20

The text lists several creative ways that a small company can conduct marketing research without incurring the high costs often associated with a marketing research effort.List three methods that might be considered to be creative.

Accepted Answer

The answer of The text lists several creative ways that...

Quiz 4: Conducting Marketing Research and Forecasting Demand