Question 1

Which of the following best explains the goal of neuromarketing?

Accepted Answer

Neuromarketing aims to collect data about consumers' responses to advertising and products by scanning their brains.

Question 2

Which of the following would most likely be used in a focus group?

Accepted Answer

A focus group typically involves a small group of individuals discussing their opinions and attitudes towards a product or service. A one-way mirror is often used to allow clients or marketers to observe the group's discussion without influencing their behavior. Options A, C, D, and E all refer to research designs or methods that are not typically used in focus groups.

Question 3

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

Accepted Answer

Causal research is used when marketers want to determine if a change in one thing (independent variable) is responsible for a change in something else (dependent variable). It involves experimentation and manipulation of variables to establish cause-and-effect relationships.

Question 4

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n)________.

Accepted Answer

The given options suggest that the questionnaire has some degree of structure, and the response options provided are mutually exclusive, exhaustive, and have a clear scale of agreement and disagreement. Therefore, the completely structured questionnaire is the most suitable option.

Question 5

Which of the following data collection methods is generally the least flexible?

Accepted Answer

Mail questionnaires are generally the least flexible because they rely on a fixed set of questions and response options and there is no opportunity for follow-up or clarification. Additionally, the timing and delivery of a mail questionnaire are rigid, and there is no way to adjust for variations in respondent availability or interest.

Question 6

Of the following,which type of data collection method is likely to have the lowest response rate?

Accepted Answer

Mail questionnaires have been known to have the lowest response rate compared to other data collection methods. This is because recipients may not be motivated to respond, may not feel comfortable completing the questionnaire, or the questionnaire may get lost in the mail.

Question 7

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

Accepted Answer

Observation is a type of data collection method where the researcher simply records the consumer's behaviors without any direct interaction or questioning. It involves observing and recording the behavior of individuals in natural or controlled settings. Mall intercept is a method of collecting data where the researcher intercepts and surveys consumers in a public place such as a mall. Survey is a type of data collection method where a series of questions are asked to gather feedback and opinions from respondents. Focus group is a group interview session where a small group of individuals are brought together to discuss a particular topic. Neuromarketing is a field of study that involves using neuroscience techniques to understand consumer behavior and decision making.

Question 8

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings.However,a researcher relying solely on focus groups would likely be most concerned about which of the following?

Accepted Answer

Focus groups are a qualitative research method that allows the researcher to explore consumer attitudes, opinions, and behaviors in-depth. However, the sample size is typically small and not necessarily representative of the entire population. Therefore, generalizing the results to the rest of the population would be a concern for a researcher relying solely on focus groups.

Question 9

Which of the following is NOT a survey method for data collection?

Accepted Answer

Observations are not a survey method for data collection. Observations involve watching and recording behavior or events without direct interaction with the individuals being observed. Surveys, on the other hand, involve direct interaction with individuals through methods such as online questionnaires, mail questionnaires, mall intercepts, and face-to-face interviews.

Question 10

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

Accepted Answer

Telemarketing involves the use of the telephone to make sales or solicit donations, and as a result, it has had the greatest impact on telephone interviews as a data collection method. Telemarketing has made consumers more wary of answering unsolicited calls, making it more difficult for researchers to conduct telephone interviews. This has resulted in a decline in the effectiveness of telephone interviews as a data collection method.

Question 11

Which data collection method for marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and other visual materials?

Accepted Answer

Face-to-face interviewing is the best choice for a flexible data collection method because the interviewer can explain difficult questions, show products and visual materials, and easily adapt to the respondent's level of understanding. Additionally, the interviewer can probe deeper and ask follow-up questions to gain a complete understanding of the respondent's thoughts and opinions.

Question 12

Which of the following methods of gathering exploratory data was derived from anthropology?

Accepted Answer

Ethnography is a research method derived from anthropology that involves observing and studying a group or culture in their natural environment. This method is often used in market research to gain a deeper understanding of consumer behavior and preferences. Focus groups, one-on-one interviews, case studies, and longitudinal studies are other methods of gathering exploratory data, but they are not specifically derived from anthropology.

Question 13

Which of the following is NOT an advantage of online questionnaires?

Accepted Answer

Online questionnaires may not provide complete control over who responds to the survey as it is difficult to verify the identity and demographics of the respondents.

Question 14

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

Accepted Answer

Experiments are designed to test predicted relationships among variables in a controlled environment. Longitudinal assessments and multidimensional scales are research methods used to collect data, while statistical models and perceptual maps are data analysis tools.

Question 15

Once a company has conducted exploratory research and reviewed the resulting data,its next step is most likely which of the following?

Accepted Answer

After exploratory research, the next step is typically to conduct descriptive research to delve deeper into understanding the phenomena identified during the exploratory phase.

Question 16

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

Accepted Answer

Mechanical observation relies on nonhuman devices such as cameras or sensors to record consumer behavior. Mall intercepts, ethnography, unobtrusive measurement, and case studies all involve human interaction in some form.

Question 17

Using ________,some marketing researchers participate in real-life consumer activities to get an understanding of how consumers actually use products.

Accepted Answer

Ethnography involves immersing oneself in the culture and lifestyle of the subject being studied. In marketing research, researchers may use ethnography to closely observe and participate in real-life consumer activities in order to gain a deeper understanding of how consumers actually use products. This can provide invaluable insights into consumer behavior and preferences.

Question 18

Your text describes the two main primary data collection methods as ________.

Accepted Answer

The text clearly states that the two main primary data collection methods are survey and observation. The other options given are either incorrect or not mentioned in the text.

Question 19

A(n)________ is a comprehensive examination of a particular firm or organization.

Accepted Answer

A case study involves a detailed analysis of a particular firm or organization, which includes examining its history, performance, structure, internal and external factors that impact it, and other relevant data. Therefore, a case study is the most appropriate choice for a comprehensive examination of a particular firm or organization. The other options, such as focus group, longitudinal study, expert panel, and ethnographic study, may provide insights into different aspects of the organization but do not offer a comprehensive examination.

Question 20

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

Accepted Answer

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

Quiz 4: Market Research