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

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

Accepted Answer

Experimental research is designed specifically to determine cause-and-effect relationships between variables. Therefore, it is best suited for gathering causal information.

Question 3

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, also known as personal interviewing, involves talking with people in their homes or offices, on the street, or in shopping malls. This method allows for in-depth questioning and can provide valuable insights into consumer behavior and opinions.

Question 4

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

Accepted Answer

Online surveys are the best option for Jaime because they offer a large sample size at a low cost. They also provide excellent control over the sample, as respondents can be pre-screened to ensure they meet specific criteria. Online surveys are also easy to distribute and can be completed at any time or place.

Question 5

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 sampling method that ensures that every member of the population has an equal chance of being selected. This is the best choice for Margaret's research project if she wants to avoid any potential bias and obtain a representative sample of the population.

Question 6

Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm's new sports shoe line. A team of researchers in the company invited eight regular customers to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked most about its design. A moderator was present to monitor the discussion. Which of the following types of contact methods is Redrunners using?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept

Accepted Answer

Redrunners Inc. is using group interviewing as they invited a team of researchers to invite eight regular customers to discuss the new line of shoes. A moderator was present to monitor the discussion. Therefore, this is a form of focus group.

Question 7

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 contact method as they do not require resources for interviewers or physical locations for the interviews to take place. They also provide the opportunity to reach a large number of respondents quickly and easily.

Question 8

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

Research has shown that the response rate for mail questionnaires can often be very low, with typical rates ranging from 10-30%.

Question 9

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 the most attractive research option when speed is an important factor, as online surveys can be conducted quickly and efficiently.

Question 10

Which of the following is most likely a disadvantage of focus group interviewing?
A) Focus group interviewing does not connect secondary data with primary data.
B) Focus group interviewing is less flexible compared to mail questionnaires.
C) Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people.
D) Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.
E) The moderator in a focus group interview has poor control over the group of respondents.

Accepted Answer

Focus group interviewing involves small samples which makes it hard to generalize from the results. This is a common disadvantage of focus group interviewing as the small sample size can limit the representativeness of the results.

Question 11

Which of the following is a disadvantage of online focus groups?
A) Responses are not instantaneous.
B) Controlling the online sample is difficult.
C) Results take a long time to tabulate and analyze.
D) Facility, technology, and travel costs are very high.
E) Researchers are unable to view the sessions in real-time.

Accepted Answer

Controlling the online sample can be difficult, as participants can easily misrepresent themselves or their opinions, and it can be harder to ensure a diverse and representative sample compared to traditional in-person focus groups.

Question 12

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 13

Maria Ramirez is conducting research to determine consumers' personal grooming habits. Because of the personal nature of many of the survey questions, Maria 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 Maria's requirements?
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) focus group interviews
E) immersion group discussions

Accepted Answer

Mail questionnaires are the best suited for collecting personal information because they allow respondents to answer in the privacy of their own homes without feeling pressure or judgment from an interviewer. This method also allows Maria to easily collect large amounts of data.

Question 14

________ 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 is the best choice since it involves gathering a small group of people to discuss a product, service, or organization in a moderated setting. This strategy helps capture detailed feedback that can be used to improve the product or service.

Question 15

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.
A) focus group
B) immersion group
C) primary group
D) sample
E) secondary group

Accepted Answer

A sample is a portion or subset of a larger population that represents a group or segment of people that marketers want to study or gather information about. The sample is selected in such a way as to be representative of the entire population from which it was drawn. The goal is for the sample to be an accurate representation of the population at large, so that researchers can generalize findings from the sample to the larger population. A focus group is a type of research technique used to gather opinions and reactions from a diverse group of people. An immersion group is a specialized type of research methodology that requires participants to be immersed in a particular experience or situation. A primary group is a term used in sociology to describe a small group of individuals who share close personal relationships, such as family or close friends. A secondary group, on the other hand, refers to a larger, more impersonal group of individuals who share a common interest or goal.

Question 16

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 advantageous in terms of speed, as they allow for data to be collected quickly. This makes them useful in time-sensitive research scenarios where data needs to be collected promptly. They are also more efficient than face-to-face interviews, as they allow for more interviews to be conducted in a shorter period of time.

Question 17

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 use 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 scenario describes an experimental research approach where the researchers manipulate the price variable to observe its effect on purchase behavior, with the goal of determining the optimal price to set for the new product.

Question 18

Which of the following is true about Internet-based survey research?
A) The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail questionnaires.

Accepted Answer

Internet-based survey research is often characterized by high speed and low costs due to the ease of reaching a large number of participants quickly and the ability to eliminate paper and mailing costs.

Question 19

To overcome problems in focus group interviewing, some companies employ small groups of consumers who interact directly and informally with product designers without a focus group moderator present. Such groups are known as ________.
A) classes
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups

Accepted Answer

The term "immersion groups" is used to describe small groups of consumers who interact directly and informally with product designers without a focus group moderator present. These groups are meant to provide a more intimate setting where participants can fully immerse themselves in the product and give unfiltered feedback.

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 that 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 offer a flexible and efficient way to gather large amounts of data within a short period. They are easy to distribute and can be accessed by a large audience, making it an ideal contact method for Melissa to collect customer feedback on the current products offered by Tronics Inc.

Quiz 4: Managing Marketing Information to Gain Customer Insights

Experimental research is best suited for gathering ________ information.

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

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 ________.

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

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

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 ________.

Which of the following is most likely a disadvantage of focus group interviewing?

Which of the following is a disadvantage of online focus groups?

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

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.

Which of the following is an advantage of telephone interviews?

Which of the following is true about Internet-based survey research?

To overcome problems in focus group interviewing, some companies employ small groups of consumers who interact directly and informally with product designers without a focus group moderator present. Such groups are known as ________.