Question 1

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

Survey research is highly flexible and can be used to obtain a wide range of information in various situations. It allows researchers to gather large amounts of data quickly and efficiently. It also allows for standardized data collection which can increase accuracy and comparability of results. While survey research may not necessarily provide the opportunity for close observation, it can still provide valuable insight into attitudes and behaviors. Additionally, the potential for dishonest feedback exists in any research method and is not unique to survey research.

Question 2

________ 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

The description matches with survey research, which is the method of gathering primary data through asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is also mentioned that it is the most widely used method for primary data collection.

Question 3

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 any paper or postage costs and can reach a large audience quickly and easily. Telephone interviews and individual interviews can be costly and time-consuming, while in-depth interviews and group interviews require paying multiple participants and coordinating schedules.

Question 4

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 considered the most widely used method for primary data collection because it allows researchers to gather information from a large sample size in a relatively short amount of time. It is also flexible in terms of the types of questions that can be asked and the methods of administration (e.g. online, phone, mail, etc.). Option A refers to observational research, B refers to experimental research, and C refers to quasi-experimental research. Option D is not necessarily true as the level of flexibility can vary depending on the specific survey design and administration.

Question 5

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

Mail questionnaires are more likely to yield honest and impersonal feedback because respondents may feel more comfortable providing candid responses without the pressure of a real-time or face-to-face interaction, as might be the case with interviews or group settings.

Question 6

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 causal relationships between variables. It involves manipulating one variable, the independent variable, to see how it affects another variable, the dependent variable. Therefore, experimental research is best suited for gathering causal information.

Question 7

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 allow for faster data collection compared to other methods as there is no need for physical travel or mail delivery.

Question 8

________ involves gathering primary data by closely examining relevant people, actions, and situations.
A) Observational research
B) Survey research
C) Telephone interviewing
D) Causal research
E) Group interviewing

Accepted Answer

Observational research involves closely observing and examining relevant people, actions, and situations to gather primary data. Survey research and telephone interviewing involve asking questions rather than observing, and causal research explores cause-and-effect relationships rather than simply observing. Group interviewing involves gathering people together to discuss a topic rather than observing individual behavior.

Question 9

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) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research

Accepted Answer

The designers were conducting ethnographic research, which involves observing people in their natural environments to gain insights into their behavior and needs. This type of research is often used in design and product development to create more user-centered products.

Question 10

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.
A) Group interviewing
B) Ethnographic research
C) Survey research
D) Experimental research
E) Causal research

Accepted Answer

Ethnographic research involves immersing researchers in a natural environment to observe and interact with people in their everyday lives. This approach often involves detailed note-taking and interviews to gain deeper insights into consumer behavior and preferences.

Question 11

Which of the following is true of ethnographic research?
A) It is a type of experimental research that involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data sources.
E) It is a form of survey 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 consumers' behaviors and experiences in their natural settings. It is different from experimental research, survey research, and the use of secondary data sources.

Question 12

________ 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 described method is known as experimental research, where subjects are assigned to different groups and given different treatments to check for differences in responses. This involves controlling related factors to ensure that any observed differences can be attributed to the treatments being tested.

Question 13

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 ________.
A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing

Accepted Answer

Juanita Petino is conducting an experiment by assigning the two groups of volunteers to have either Kinglo or Loopy cereal for breakfast, and then observing and comparing the responses of the volunteers. This type of research is referred to as experimental research.

Question 14

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

Empirical studies have consistently shown that mail questionnaires typically generate low response rates. This is a common challenge faced by researchers who rely on mail questionnaires to collect data.

Question 15

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 best suited for Maria's requirements because they offer respondents anonymity, which can encourage more honest answers to personal questions. Additionally, mail questionnaires can be distributed to a large number of people relatively easily, allowing for the collection of large amounts of data.

Question 16

Kinger Burgers came out with a new hamburger and, before including it on 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 is an experimental research as Kinger Burgers tested the new hamburger in two different cities with two different prices and analyzed the purchase patterns to determine the nationwide price.

Question 17

________ 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 for gathering in-depth insights and feedback from a small group of people about a product, service, or organization. It allows for interactive discussions and the opportunity to ask follow-up questions, which can provide richer and more detailed data than other methods like telephone or online surveys.

Question 18

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 a group discussion, telephone interviewing is done over the phone, mail questionnaires are sent through the mail, and observational research involves observing behavior from a distance.

Question 19

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

Accepted Answer

The answer of Observation is best suited for ________ research.
A)...

Question 20

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 ________.
A) viral marketing
B) survey research
C) ethnographic research
D) experimental research
E) niche marketing

Accepted Answer

This is an example of ethnographic research, which involves studying and observing people in their natural environment. The trained observer gained insights on consumer needs by watching and interacting with them in their everyday settings. Viral marketing involves creating content that is designed to spread rapidly through social media, while survey research involves collecting data through questionnaires or surveys. Experimental research involves manipulating variables to see the effect on an outcome, while niche marketing involves the targeting of a specific group of consumers.

Quiz 4: Managing Marketing Information to Gain Customer Insights

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

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

Which of the following is true about survey research?

Experimental research is best suited for gathering ________ information.

Which of the following is an advantage of telephone interviews?

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

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

Which of the following is true of ethnographic research?

________ 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.

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

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

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

Observation is best suited for ________ research.

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 ________.