Question 1

Happy Pets, a company manufacturing pet foods and accessories, created a membership club for its regular customers called "I Love My Pet." This group consists of animal lovers selected by the company to complete product-related polls, chat with product developers, and provide feedback about specific products. Which of the following best describes "I Love My Pet"?
A) primary group
B) immersion group
C) mob
D) dyad
E) triad

Accepted Answer

The answer of Happy Pets, a company manufacturing pet foods...

Question 2

Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about respondents.
E) Respondents always provide honest answers to personal questions on mail questionnaires.

Accepted Answer

The response rate of mail questionnaires is often low, ranging from 10% to 30% or even lower, making it challenging to obtain a representative sample.

Question 3

For her current research project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In other words, Margaret is looking for a ________.
A) simple random sample
B) convenience sample
C) stratified random sample
D) judgment sample
E) quota sample

Accepted Answer

A simple random sample is a random selection of individuals from a population in which every member has an equal chance of being selected. This ensures that the sample is representative of the population, and that there is no bias in the selection process.

Question 4

Observation is best suited for ________.
A) exploratory research
B) constructive research
C) experimental research
D) descriptive research
E) survey research

Accepted Answer

Observation is best suited for exploratory research because it allows researchers to gather data about a phenomenon without interfering with it. This type of research is often used to gain insights into new or unfamiliar topics.

Question 5

Kinger Burgers came out with a new hamburger and, before including it into its main menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different places, planning to using the information to help them set a nationwide price for the new offering. This is an example of ________.
A) ethnographic research
B) descriptive research
C) DIY research
D) experimental research
E) survey research

Accepted Answer

This is an example of experimental research, as Kinger Burgers manipulated the price variable in two different locations and observed the resulting differences in purchase behavior. This type of research involves manipulating one or more variables to observe the effects on another variable.

Question 6

Ursula Williams owns a small publishing company in Utah and has a very restrictive budget for the market research she currently needs to conduct. She requires a large sample size for her research in order to arrive at insightful conclusions. Additionally, she wants to have excellent control over her sample. Keeping in mind her restrictive budget and other specifications, which of the following methods of contact would you advise Ursula to use?
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews

Accepted Answer

Online surveys would be the best choice for Ursula given her restrictive budget and the need for a large sample size with good control. Online surveys are relatively cheap compared to other methods, and they can cover a larger geographical area without the need for physical presence. Also, Ursula can ensure good control over her sample by using various tools such as pre-screening questions, randomized questions, and progress tracking.

Question 7

Which of the following is most likely an advantage of survey research?
A) The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural environments.
C) The chances of getting dishonest feedback are almost negligible with survey research.
D) The attitudes and motives of the customers can be easily determined through survey research.
E) The data gathered in survey research is impartial and free from bias as the surveys are done in-person to evaluate consumer behavior.

Accepted Answer

The flexibility of survey research makes it a versatile tool that can be applied in a variety of situations and used to gather a wide range of information. It can be conducted through various methods like face-to-face, online, or telephone, making it easy to reach a large and diverse sample. Additionally, surveys can be easily standardized to ensure consistency in data collection and analysis.

Question 8

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people use their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research

Accepted Answer

Ethnographic research involves immersing oneself in the natural environment of the subjects being studied in order to gain a deeper understanding of their behavior and experiences. In this case, the dishwasher designers were observing people in their homes to gain insights into how they use their dishwashers, which is a form of ethnographic research.

Question 9

Experimental research is best suited for gathering ________ information.
A) exploratory
B) causal
C) random
D) unstructured
E) descriptive

Accepted Answer

Experimental research is designed to establish a causal relationship between variables. It involves the manipulation of an independent variable to see if it has a direct effect on a dependent variable. This type of research is best suited for gathering causal information.

Question 10

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research

Accepted Answer

The description matches that of experimental research, where treatment groups are established and compared to observe differences in responses.

Question 11

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.
A) Experimental research
B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research

Accepted Answer

Survey research involves gathering data through the use of questionnaires or interviews. It is commonly used because it allows researchers to collect specific information from a large number of people in a relatively short period of time. Survey research can be conducted in person, by mail, by phone, or online, making it a versatile and popular method for gathering primary data.

Question 12

Wilma Roberts is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions involved, Wilma wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which of the following is best suited to meet Wilma's requirements?
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) focus group interviews
E) immersion group discussions

Accepted Answer

Mail questionnaires are best suited for collecting honest responses on personal topics as they provide anonymity and can be distributed widely, allowing for the collection of large amounts of data efficiently.

Question 13

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?
A) individual interviewing
B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research

Accepted Answer

Individual interviewing involves talking with people in their homes or offices, making it the best choice for this question. Focus-group interviewing involves talking with a group of individuals in a controlled setting, telephone interviewing involves conducting surveys over the phone, mail questionnaires are sent through the mail for participants to fill out, and observational research involves observing people's behaviors in natural settings rather than directly talking to them.

Question 14

Which of the following is true about survey research?
A) It involves sending observers to watch and interact with consumers in their natural environments.
B) It is best suited for gathering causal information.
C) It involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
D) The level of flexibility in survey research is lower than most other research methodologies.
E) Survey research is the most widely used method for primary data collection.

Accepted Answer

Survey research is the most widely used method for primary data collection.

Question 15

Loft Industries sells roof trusses to contractors and builders and is currently looking for honest feedback on its services. However, in the past, most of its efforts to procure feedback from customers did not yield any meaningful data. According to the marketing managers of Loft Industries, feedback was more polite than honest. Which of the following contact methods should Loft Industries most likely use to maximize its chances of receiving honest and impersonal feedback?
A) online focus groups
B) telephone interviews
C) mail questionnaires
D) group interviews
E) personal interviews

Accepted Answer

The answer of Loft Industries sells roof trusses to contractors...

Question 16

Which of the following contact methods is the most cost-effective?
A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews

Accepted Answer

Online surveys are the most cost-effective method of contact as they do not require any physical resources, such as printed surveys or trained interviewers. They also allow for a larger sample size and faster data collection.

Question 17

Which of the following is an advantage of telephone interviews?
A) They are more cost-effective than mail questionnaires.
B) Interviewer bias is absent.
C) The quantity of data collected is greater compared to personal interviewing.
D) The speed with which data is collected is high.
E) Response rates tend to be higher than those of mail questionnaires.

Accepted Answer

Telephone interviews are considered to be faster in data collection as compared to personal interviews. The time saved in scheduling, traveling, and conducting face-to-face interviews allows researchers to reach out to more participants in a shorter amount of time.

Question 18

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.
A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing

Accepted Answer

Focus group interviewing allows for in-depth discussions and exchanges of ideas between participants, providing valuable insights into their attitudes and behaviors towards a product, service, or organization. This method also allows for follow-up questions and probes, which can lead to a better understanding of participants' opinions and experiences. Additionally, a trained moderator can help facilitate discussions and ensure that everyone has an opportunity to share their thoughts.

Question 19

Jake Adams works for a marketing research firm and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client ________.
A) places a high emphasis on speed
B) requires a small sample size
C) places a high emphasis on following intrusive research methods
D) wants to exercise full control over the online sample
E) places a high emphasis on ethnographic research

Accepted Answer

Internet-based survey research is a fast and efficient method of conducting research. If Jake's client places a high emphasis on speed, internet-based survey research would be the most attractive research option. Additionally, internet-based survey research can reach a large number of participants, so a small sample size is not necessary. Ethnographic research, which involves observing participants in their natural settings, would not be suitable for internet-based survey research. Furthermore, internet-based survey research is non-intrusive, so it would not satisfy clients who place a high emphasis on following intrusive research methods. Finally, since internet-based survey research involves recruiting online participants, it may be difficult for clients to exercise full control over the online sample.

Question 20

Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing company based in Alabama. To improve future sales of the company's products, she has decided to collect customer opinions and feedback on the current products offered by her company. For this purpose, Melissa is looking for a highly flexible contact method which can be used to gather large amounts of data within the least possible time. In this instance, which of the following contact methods is most likely to hold the highest appeal for Melissa?
A) online surveys
B) in-depth interviews
C) telephone interviews
D) individual interviews
E) mail questionnaires

Accepted Answer

Online surveys are the best choice in this case as they offer the flexibility to reach a large sample size within the shortest possible time. It allows customers to respond in their own time and at their own convenience, reducing the need for scheduling and ensuring a higher completion rate. Additionally, online surveys are cost-effective and offer easy data collection and analysis options.

Quiz 4: Managing Marketing Information to Gain Customer Insights

Which of the following is true with regard to mail questionnaires?

For her current research project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In other words, Margaret is looking for a ________.

Observation is best suited for ________.

Which of the following is most likely an advantage of survey research?

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people use their dishwashers in their homes. In this instance, the designers were conducting a(n) ________.

Experimental research is best suited for gathering ________ information.

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

Which of the following is true about survey research?

Which of the following contact methods is the most cost-effective?

Which of the following is an advantage of telephone interviews?

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

Jake Adams works for a marketing research firm and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client ________.