Question 1

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

Accepted Answer

After exploratory research, the next step is typically to conduct descriptive research to delve deeper into understanding the phenomena identified during the exploratory phase.

Question 2

Telemarketing has had the greatest impact on which of the following data collection methods?

Accepted Answer

Telemarketing involves the use of telephone interviews, which is a direct method of collecting data from individuals. Therefore, telephone interviews have had the greatest impact on data collection methods.

Question 3

In causal research, factors that might be responsible for causing a change are called ________.

Accepted Answer

In causal research, the factors that might be responsible for causing a change are called independent variables. Dependent variables are the outcomes or effects that are being studied and predicted, while predictive techniques are methods used to forecast future events or trends. Obtrusive measures involve directly observing or interacting with study participants, while unobtrusive measures involve analyzing existing data or artifacts that were not originally intended for research purposes. Therefore, the best choice for this question is E) independent variables.

Question 4

Your text describes the two main primary data collection methods as ________.

Accepted Answer

The text clearly states that the two main primary data collection methods are "survey and observation."

Question 5

Which of the following is NOT an advantage of online questionnaires?

Accepted Answer

Online questionnaires do offer advantages such as speed, low costs, almost instantaneous results, and no geographic restrictions. However, control over who respondents are may not be an advantage as online questionnaires may not always provide accurate demographic information about the respondents. Additionally, respondents may not always be truthful about their demographic information. Therefore, it may be difficult to ensure that the questionnaire is being completed by the target audience.

Question 6

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

Accepted Answer

Observation is a type of data collection in which the researcher simply records the consumer's behaviors. Intercept research involves approaching people in public places to ask them questions about their behavior or attitudes. Mechanical observation involves using equipment to monitor and record consumer behavior, such as eye-tracking devices or cameras. Focus group research involves gathering a small group of consumers to discuss their opinions and attitudes in-depth. Neuromarketing involves using neuroscience techniques to uncover the emotional and subconscious responses of consumers to marketing stimuli.

Question 7

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

Accepted Answer

Causal research is used when marketers want to determine if a change in one thing is responsible for a change in something else. This type of research involves manipulating one variable and observing the effect on another variable to establish cause-and-effect relationships. The other options (Ethnography, Predictive techniques, Descriptive research, and Exploratory research) do not specifically address causation.

Question 8

Which of the following would most likely be used in a focus group?

Accepted Answer

A one-way mirror is commonly used in focus groups to allow clients to observe the group without being seen by the participants. This allows for a more natural discussion and can provide valuable insights into consumer preferences and behavior. Options A, C, D, and E are not commonly used in focus groups.

Question 9

Which of the following data collection methods is generally the least flexible?

Accepted Answer

Mail questionnaires are the least flexible data collection method as they involve sending a set of questions to the respondents and receiving answers back through mail, which limits the ability to clarify questions or gather additional information. Unlike other methods, there is no direct contact between the researcher and the respondents, and there are significant limitations on the types of questions that can be asked.

Question 10

Which of the following research techniques has the advantage of rapid back-and-forth communication between a company and group of consumers, allowing for real-time data collection over a period of time?

Accepted Answer

The market research online community allows for rapid back-and-forth communication between a company and group of consumers, as well as real-time data collection over a period of time. This technique is also less expensive and time-consuming than traditional focus groups or longitudinal research.

Question 11

Which of the following is NOT a survey method for data collection?

Accepted Answer

Observations are not a survey method for data collection. Observations involve directly observing and recording natural behavior without asking questions, surveys involve asking questions to collect data. The other choices are all survey methods that involve asking questions in different ways (online, mail, intercepts, face-to-face).

Question 12

Of the following, which type of data collection method is likely to have the lowest response rate?

Accepted Answer

Mail questionnaires typically have the lowest response rates compared to other methods of data collection. This is because they require more effort and time from participants, they may get lost or overlooked among other mail, and there is no opportunity for follow-up or clarification.

Question 13

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n) ________.

Accepted Answer

This type of questionnaire uses a fixed set of response options, making it a completely structured questionnaire.

Question 14

Which of the following best explains the goal of neuromarketing?

Accepted Answer

Neuromarketing aims to collect data about responses to advertising and products by measuring consumers' brain activity. The goal is to gain insight into how consumers perceive and respond to marketing stimuli, in order to create more effective advertising and product design.

Question 15

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Accepted Answer

Experiments are specifically designed to test predicted relationships among variables in a controlled environment, making it the best choice. Longitudinal assessments, statistical models, multidimensional scales, and perceptual maps may all be used in research studies, but they are not specifically designed to test predicted relationships in a controlled environment like experiments.

Question 16

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

Accepted Answer

Focus groups typically involve a small, non-random sample of individuals. Therefore, it is difficult to generalize the results to the rest of the population. This is a major limitation of relying solely on focus groups for market research. The other options are also important considerations, but not as critical to the overall validity and reliability of the research as the issue of generalizability.

Question 17

Which of the following methods of gathering exploratory data was derived from anthropology?

Accepted Answer

Ethnography is a method of gathering exploratory data that was derived from anthropology. It involves the study of specific cultures or subcultures and involves observation, interviews, and participation in cultural activities. Focus groups, one-on-one interviews, case studies, and longitudinal studies all have roots in other fields, such as psychology and sociology.

Question 18

A(n) ________ is a comprehensive examination of a particular firm or organization.

Accepted Answer

A case study is a research methodology used to examine a particular firm or organization comprehensively. It involves studying a company's internal and external factors, such as their operations, customer base, market environment, and competitive landscape. The case study aims to provide a detailed understanding of the company's strengths, weaknesses, opportunities, and threats, and often involves interviews with key personnel and the analysis of financial data.

Question 19

Which of the following is true of focus groups?

Accepted Answer

Focus groups are a type of qualitative research method used to gather exploratory data. They typically involve a small group of participants who discuss their perceptions or experiences on a particular topic, led by a discussion leader. They can be conducted in various settings, not just in malls. They are different from one-on-one interviews, as they involve a group discussion.

Question 20

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Accepted Answer

In a longitudinal design, the same group of respondents is observed and measured over an extended period of time. This type of design allows researchers to track changes and collect data on how variables evolve over time.

Quiz 4: Market Research