Question 1

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 subset of a larger population that is used to represent the population as a whole in marketing research. It is a common technique used in statistical research to make inferences about the population based on the characteristics and responses of the sample. Focus groups, immersion groups, primary groups, and secondary groups may also be used in marketing research, but they are not specific to representing the population as a whole.

Question 2

________ refers to the measurement of brain activity to learn how consumers feel and respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics

Accepted Answer

Neuromarketing is the measurement of brain activity to gain insights into how consumers think, feel, and respond. Biometrics refers to physical characteristics like fingerprints, while demographics and psychographics are categorizations of consumers based on their attributes and characteristics. Sampling refers to taking a representative subset of a population for research purposes.

Question 3

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample

Accepted Answer

A quota sample is a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories. The researcher sets quotas for different groups based on demographics or other characteristics, such as age, gender, income, or education, and then selects individuals who meet those quotas. This type of sampling is often used in market research or opinion polls.

Question 4

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs

Accepted Answer

The two main research instruments for collecting primary data are questionnaires and mechanical devices. Questionnaires are a popular way to gather information directly from respondents, while mechanical devices, such as eye-tracking equipment, can provide more objective data on consumer behavior. The other options listed may be useful sources of secondary data, but they are not the primary research instruments for collecting primary data.

Question 5

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 most cost-effective way to reach a large sample size while retaining control over the sample. They can easily be targeted to a specific audience and responses can be tracked in real-time, allowing for quick analysis and insightful conclusions. Other methods, such as telephone interviews and individual interviews, can be more expensive and time-consuming, while mail questionnaires may not provide the necessary control over the sample. Focus group interviews may also be expensive and time-consuming and may not provide a representative sample.

Question 6

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 limits the generalization of the results. Other options are not necessarily disadvantages of focus group interviewing.

Question 7

Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample

Accepted Answer

A judgment sample is a nonprobability sample in which the researcher relies on their own judgment and expertise to select population members who are likely to provide accurate and relevant information. This approach is useful when the researcher has specific criteria in mind for identifying good prospects, such as experience, expertise, or knowledge. The other options listed are different types of sampling methods, but do not involve the researcher using their own judgment to select participants.

Question 8

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 9

While creating research questionnaires, researchers must particularly AVOID the use of ________.
A) biased phrasing
B) simple language
C) closed-end questions
D) logical question arrangement
E) open-ended questions

Accepted Answer

Biased phrasing in research questionnaires can lead to skewed results by influencing respondents' answers, thus it should be avoided to maintain the objectivity and reliability of the research.

Question 10

Which of the following questions is an example of a closed-end question?
A) Why do you think some people are more comfortable taking risks than others?
B) How can I improve my presentation skills?
C) Why do you think a single vote makes a difference?
D) Would you like to try our new ice cream flavor?
E) What is the best way to prevent weeds in a garden?

Accepted Answer

A closed-end question is a question that can be answered with a simple yes or no, or with a specific choice. Only option D, "Would you like to try our new ice cream flavor?" fits this definition.

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 in terms of ensuring that participants meet the desired criteria and are not misrepresented. Additionally, it can be harder to establish rapport and read non-verbal cues in an online setting. The other options listed do not accurately reflect disadvantages of online focus groups.

Question 12

Which of the following is an example of an open-ended question?
A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?

Accepted Answer

A is an open-ended question because it allows the respondent to provide a detailed and personalized answer that is not limited by a specific number or set of options. The other choices are closed-ended because they either ask for a specific number or a yes/no response.

Question 13

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 characterized by high speed and low costs. This is because surveys can be distributed quickly and easily to a large number of people, and the costs associated with printing, postage, and data entry are eliminated. Additionally, online survey platforms often have built-in tools for data analysis and visualization, further reducing costs.

Question 14

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview?
A) quota sample
B) judgment sample
C) cluster sample
D) stratified random sample
E) simple random sample

Accepted Answer

Cluster sampling involves dividing the population into mutually exclusive groups, then randomly selecting some of these groups to be included in the sample. This method is used to manage the practical difficulties of studying a population spread over a wide area or when a list of all members of the population is not available.

Question 15

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 description fits the definition of immersion groups, which are small groups of consumers who directly interact with product designers in an informal setting without a moderator present. The other options are not applicable as they do not fit the given description.

Question 16

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 have invited a team of researchers to gather opinions from eight regular customers about the firm's new sports shoe line in the presence of a moderator.

Question 17

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 are a highly flexible contact method that can gather large amounts of data within a short amount of time. They are also cost-effective and can easily be distributed to a large number of customers. This method would be the most appropriate for Melissa's needs.

Question 18

In a simple random sample, ________.
A) every member of the population has a known and equal chance of selection
B) the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview
C) the researcher selects the easiest population members from which to obtain information
D) the population is divided into mutually exclusive groups and random samples are drawn from each group
E) the researcher finds and interviews a prescribed number of people in each of several categories

Accepted Answer

In a simple random sample, every member of the population has an equal chance of selection, hence ensuring that the sample is truly representative of the population.

Question 19

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 ensures that every member has an equal chance of being selected, as each member is selected randomly and independently from the population.

Question 20

Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample

Accepted Answer

A convenience sample is a nonprobability sample in which the researcher selects the easiest population members from which to obtain information. Quota sample involves selecting participants based on certain predetermined characteristics. Judgment sample involves selecting participants based on the researcher's judgment of who would be most representative of the population. Stratified random sample involves dividing the population into strata and randomly selecting participants from each stratum. Simple random sample involves randomly selecting participants from the entire population.

Quiz 4: Managing Marketing Information to Gain Customer Insights

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

________ refers to the measurement of brain activity to learn how consumers feel and respond.

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

In collecting primary data, marketing researchers have a choice of two main research instruments, ________.

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

Which of the following refers to a nonprobability sample in which the researcher uses his or her evaluation techniques to select population members who are good prospects for accurate information?

While creating research questionnaires, researchers must particularly AVOID the use of ________.

Which of the following questions is an example of a closed-end question?

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

Which of the following is an example of an open-ended question?

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

Which of the following refers to a probability sample in which the population is divided into mutually exclusive groups (such as blocks) , and the researcher draws a sample of the groups to interview?

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 ________.

In a simple random sample, ________.

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 refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information?