Question 1

________ 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.

Accepted Answer

Experimental research involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. This is the only option that describes this specific methodology.

Question 2

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.

Accepted Answer

Juanita is conducting an experiment by assigning different breakfast cereals to two groups of volunteers and comparing their responses after a week. This falls under the category of experimental research, where a hypothesis is tested by manipulating certain variables and observing the effect on outcomes.

Question 3

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

Accepted Answer

One of the biggest advantages of survey research is its flexibility, as it can be used to obtain a wide range of information in various situations. Survey research can be tailored to meet the unique needs of different research contexts, making it a versatile research approach.

Question 4

Primary data consist of ________.

Accepted Answer

Primary data refers to information that is collected for a specific purpose or research project. It is original or first-hand information, which makes it different from secondary data that has been collected by someone else for a different purpose. Primary data can be collected through methods such as surveys, interviews, observation, and experiments. Therefore, option C is the correct answer since it correctly defines primary data.

Question 5

Which of the following is true about secondary data?

Accepted Answer

Secondary data can be collected more quickly and at a lower cost compared to primary data, as it is already available from sources such as government reports, industry publications, and online databases. However, it may not always provide the exact information that a company is looking for, and it may require some effort to search for and extract the relevant data.

Question 6

Which of the following is a valid source of secondary data?

Accepted Answer

Internet search engines are a valid source of secondary data as they provide access to a vast amount of existing information and knowledge. Personal letters and correspondence, ethnographic research, direct surveys, and interviews are all primary data sources, meaning they involve original data collection.

Question 7

Information collected from Internet search engines is an example of ________ data.

Accepted Answer

Secondary data is information that has already been collected by someone else, such as data obtained from search engines or previously published reports. Primary data, on the other hand, is collected by the researcher for a specific purpose. Binary data refers to data that can be represented in the form of 0s and 1s, while low-level data usually refers to data that has not yet been processed or analyzed. Disposable is not a relevant term for describing data.

Question 8

Which of the following is true with regard to gathering secondary data?

Accepted Answer

Internet search engines can be useful sources of relevant secondary data. It is free and easily accessible. Commercial online databases contain secondary data. Purchasing secondary data from outside suppliers is not illegal. While secondary data can be useful, it does not eliminate the need for primary data in all cases.

Question 9

Secondary data consist of ________.

Accepted Answer

Secondary data refers to information that already exists somewhere, having been collected for another purpose. This can include data from government agencies, industry publications, and market research reports, among other sources. It is often less expensive and quicker to obtain than primary data, but may not always be as relevant or reliable for making marketing decisions.

Question 10

Which of the following is a disadvantage of using secondary data?

Accepted Answer

Relevant secondary data can be difficult to locate because the data has been collected for a different purpose, and may not exactly fit the researcher's needs. In addition, the quality of the secondary data may vary depending on the source, and the researcher may have to spend time evaluating and verifying the accuracy of the data.

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.

Accepted Answer

Survey research involves the use of questionnaires or interviews to collect primary data on individuals' knowledge, opinions, attitudes, preferences, or buying behavior. It is the most common and widely used method for primary data collection because it allows for standardized and structured data collection, while also allowing for a large sample size.

Question 12

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________.

Accepted Answer

This method of observing and interacting with consumers in their natural environments is called ethnographic research. It involves immersing oneself in the consumers' culture and involves observation and interaction, often over a long period of time. This type of research is useful for gaining deeper insights into consumer needs and behaviors.

Question 13

Which of the following is true of ethnographic research?

Accepted Answer

Ethnographic research involves sending observers to watch and interact with consumers in their natural environments. It is a qualitative research approach that aims to understand cultural practices and social norms. It is not experimental research, quantitative research, or survey research, and it may incorporate both primary and secondary data sources.

Question 14

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Accepted Answer

Observational research involves gathering primary data by closely examining relevant people, actions, and situations. This method is useful when researchers want to see how people behave in natural settings without influencing their behavior. It allows for a more accurate representation of behavior as it is actually occurring, rather than relying on self-report measures that may be biased or inaccurate.

Question 15

Which of the following is true about survey research?

Accepted Answer

Survey research is the most widely used method for primary data collection as it allows for collecting large amounts of data from a diverse group of respondents efficiently and quickly. Options A, B, and C refer to other research methodologies such as observation research, experimental research, and quasi-experimental research, respectively. Option D is incorrect as survey research allows for a high level of flexibility in terms of question design and response options.

Question 16

Commercial online databases are rich sources for obtaining ________.

Accepted Answer

Commercial online databases are sources of secondary data, as they gather and provide information that has already been collected by other sources. The other options are not necessarily true of all commercial online databases.

Question 17

Observation is best suited for ________ research.

Accepted Answer

The answer of Observation is best suited for ________ research.
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Question 18

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

Accepted Answer

Ethnographic research involves sending researchers to observe consumer behavior in their natural environments, such as their homes, workplaces, or daily routines. This type of research is often used to gain deeper insights into consumer needs, motivations, and behaviors. Group interviewing and survey research involve asking consumers about their opinions and behaviors, but do not involve direct observation. Experimental and causal research involve manipulating variables and measuring the effects, which is not the focus of ethnographic research.

Question 19

________ research involves observing customers in a natural context on the Internet.

Accepted Answer

Netnography research involves observing customers in a natural context on the Internet. It involves analyzing user-generated content such as online reviews, social media posts, and forum discussions to understand customer behavior and preferences.

Question 20

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

Accepted Answer

The designers were conducting ethnographic research, which involves observing people in their natural environment to gain insights and understanding about their behaviors and preferences.

Quiz 4: Managing Marketing Information to Gain Customer Insights