Question 1

What is one of the two basic types into which marketing research methods can be grouped?
A) analytical research
B) qualitative research
C) descriptive research
D) deductive research
E) exploratory research

Accepted Answer

Qualitative research is one of the two basic types of marketing research methods. It is used to explore and understand the underlying motivations, beliefs, and attitudes of consumers.

Question 2

Maureen leads the international marketing department of Mayfone, a smartphone manufacturer. Mayfone has recently decided to expand its presence in Ecuador. As part of the marketing research effort, Maureen has decided to use data on competitors provided by independent market research agencies located in Ecuador. In the context of assimilating secondary data, which of the following problems is Maureen most likely to face?
A) defining the research problem
B) communicating the results
C) comparability of data
D) storage of data
E) willingness to respond

Accepted Answer

When using secondary data, especially from different geographic locations or sources, the comparability of data can be a significant issue. This is because the data might have been collected using different methodologies, definitions, or even in different time periods, making direct comparisons challenging.

Question 3

The most universal survey research problem in foreign countries is the ________ barrier.
A) technological
B) legal
C) cultural
D) literacy
E) language

Accepted Answer

The most universal survey research problem in foreign countries is the language barrier, as it directly affects the ability to communicate questions and understand responses across different linguistic groups.

Question 4

Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to families. It then conducted a survey with mostly open-ended questions in which the participants were asked about their first impressions about the drinks. This is an example of ________ research.
A) qualitative
B) analytical
C) quantitative
D) laboratory
E) statistical

Accepted Answer

The use of open-ended questions to gather first impressions about the health drinks indicates a focus on collecting non-numerical, descriptive data, which is characteristic of qualitative research.

Question 5

Sarah asks the respondents in a research study a series of open-ended questions about the respondents' feelings and thoughts on the subject of child labor. Sarah is conducting ________ research.
A) statistical
B) qualitative
C) tertiary
D) quantitative
E) numerical

Accepted Answer

Sarah is conducting qualitative research because she is collecting non-numerical data, such as feelings and thoughts, which is characteristic of qualitative research methods.

Question 6

In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of ________ data.
A) first-hand
B) secondary
C) primary
D) personal
E) direct

Accepted Answer

These are all examples of secondary data, which is information that has been collected by someone else for a different purpose but can be used for research.

Question 7

Next to the United States, which country has the best quantity and quality of marketing-related data available?
A) Brazil
B) Australia
C) China
D) Japan
E) Kenya

Accepted Answer

The answer of Next to the United States, which country...

Question 8

In ________, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices.
A) quantitative research
B) a focus group interview
C) descriptive research
D) an in-depth interview
E) explanatory research

Accepted Answer

Quantitative research involves structured questions and a large number of respondents, often using specific response formats or choices.

Question 9

What question should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena?
A) How much do the data cost?
B) What language is used in the parent country?
C) How long did it take to complete the survey in question?
D) Who collected the data?
E) What type of survey was used during the data collection process?

Accepted Answer

The reliability of secondary data, especially in the international context, can significantly depend on the source of the data. Knowing who collected the data helps in assessing the credibility, expertise, and potential biases of the source, making it a critical question for a marketing researcher.

Question 10

In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect?
A) product enhancement analysis
B) inventory analysis
C) the optimization process
D) the sampling process
E) the decentralization process

Accepted Answer

The lack of street maps, unidentified streets, and unnumbered houses in rural areas would most directly affect the sampling process in market research. This is because these factors make it difficult to accurately identify and reach potential survey respondents or study participants, thereby complicating the process of collecting representative data.

Question 11

Which statement is true about qualitative research?
A) It provides a marketer with responses that can be presented with precise estimations.
B) It includes recording consumers' first impressions about products.
C) It usually involves asking respondents to select a response from a set of choices.
D) Data from qualitative research can be easily summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves yes/no questions.

Accepted Answer

Qualitative research focuses on understanding concepts, thoughts, or experiences rather than quantifying them. Recording consumers' first impressions about products is a qualitative method because it captures detailed, subjective feedback rather than numerical data.

Question 12

________ data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources.
A) Derived
B) Primary
C) Referential
D) Syndicated
E) Cohort

Accepted Answer

Primary data refers to data collected directly by the researcher for the specific purpose of their study, making it directly relevant to the research question at hand. This is in contrast to secondary data, which was collected for some other purpose but is being reused by the researcher.

Question 13

What is most likely a problem associated with the use of secondary data?
A) defining the research problem
B) ability to communicate opinions
C) reliability of data
D) storage of data
E) willingness to respond

Accepted Answer

Secondary data may not be reliable because it was collected for purposes other than the researcher's current needs, potentially making it outdated, biased, or otherwise unsuitable.

Question 14

Qualitative research studies
A) responses that can be presented with precise estimations.
B) the dynamic interplay of peoples' feelings and ideas.
C) respondents who are asked to select a response from a set of choices.
D) data that can be summarized in percentages, averages, or other statistics.
E) survey research that involves yes/no questions.

Accepted Answer

Qualitative research focuses on understanding the dynamic interplay of peoples' feelings, ideas, and experiences, rather than quantifying them with statistics or fixed response options.

Question 15

Which statement is true about the reliability of secondary data while conducting market research?
A) The data in less developed countries are particularly prone to being less positive in nature when reported by these countries.
B) Reliability of data remains unaffected by the prevailing tax structures in countries.
C) Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
D) Economic data about less developed countries are more reliable when reported by these countries.
E) Willful errors in the reporting of marketing data are predominantly absent in most industrialized countries.

Accepted Answer

Official statistics can sometimes be overly optimistic, reflecting a desire to present the country in a positive light rather than accurately reporting practical realities. This can affect the reliability of secondary data used in market research.

Question 16

A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the families in four rural towns of that country but it did not have sufficient information to make the distinction between those with children and those without children. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure?
A) difficulty in defining the research objective
B) unwillingness of the respondents to reply to survey questions
C) difficulty in translating the responses
D) inappropriate sample selection due to lack of adequate demographic data
E) lack of appropriate methods for analyzing the data

Accepted Answer

The actual demand for the toys did not match the forecast made on the basis of the survey due to inappropriate sample selection. The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. The adequacy of sampling techniques is also affected by a lack of detailed social and economic information.

Question 17

Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of these toys to a large and culturally diverse set of families. It then conducted a survey in which the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This research is most likely an example of ________ research.
A) quantitative
B) longitudinal
C) descriptive
D) qualitative
E) explanatory

Accepted Answer

The research is most likely an example of quantitative research because it involves collecting numerical data (ratings on a step-wise scale) from a large and culturally diverse set of families.

Question 18

In the international arena, the greatest problem in sampling stems from the
A) lack of adequate demographic data from which meaningful samples can be drawn.
B) lack of expertise in designing sampling layouts for a nondomestic market.
C) higher probability of foreign government intervention in the sampling process.
D) inability of international market researchers to speak foreign languages.
E) difficulty in determining sample size suitable for the relevant foreign market.

Accepted Answer

The greatest problem in international sampling is often the lack of adequate demographic data, which makes it challenging to draw meaningful and representative samples.

Question 19

Which statement is true about quantitative research?
A) It includes direct observation of consumers in choice or product usage situations.
B) It studies the dynamic interplay between peoples' feelings and their resulting actions.
C) It is generally associated with survey research that involves yes/no questions.
D) It includes recording consumers' first impressions about products.
E) It almost always uses open-ended or in-depth and unstructured responses.

Accepted Answer

Quantitative research is often associated with structured forms of data collection such as surveys, which can include yes/no questions, Likert scales, or other forms of closed-ended questions that facilitate statistical analysis. This approach contrasts with qualitative research, which typically involves more open-ended, unstructured responses to explore deeper insights into behaviors, feelings, and attitudes.

Question 20

Marco has decided to use information collected by other researchers in his upcoming research project on cultural trends. This is an example of using a ________ data source.
A) first-hand
B) secondary
C) primary
D) direct
E) personal

Accepted Answer

Secondary data sources refer to information collected by someone else that a researcher uses for their own research purposes. Since Marco is using data collected by other researchers, it is considered secondary data.

Quiz 8: Developing a Global Vision Through Marketing Research

What is one of the two basic types into which marketing research methods can be grouped?

The most universal survey research problem in foreign countries is the ________ barrier.

Sarah asks the respondents in a research study a series of open-ended questions about the respondents' feelings and thoughts on the subject of child labor. Sarah is conducting ________ research.

In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of ________ data.

Next to the United States, which country has the best quantity and quality of marketing-related data available?

In ________, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices.

What question should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena?

In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect?

Which statement is true about qualitative research?

________ data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources.

What is most likely a problem associated with the use of secondary data?

Qualitative research studies

Which statement is true about the reliability of secondary data while conducting market research?

In the international arena, the greatest problem in sampling stems from the

Which statement is true about quantitative research?

Marco has decided to use information collected by other researchers in his upcoming research project on cultural trends. This is an example of using a ________ data source.