Question 1

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

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, personal responses and the interviewer can clarify any confusion the respondent may have.

Question 2

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 ________.

Accepted Answer

Juanita Petino is conducting an experiment to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. Therefore, she is using experimental research, which involves manipulating one or more variables to observe their effect on another variable.

Question 3

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?

Accepted Answer

The answer of Loft Industries sells roof trusses to contractors...

Question 4

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

Accepted Answer

Survey research is known for its flexibility as it can be used to gather different types of information in various situations. The researcher can use various methods like online, phone, and face-to-face to conduct a survey in a manner that is most suitable for their research objectives. This makes survey research advantageous as it enables researchers to obtain relevant data that can be applied in different fields such as marketing, social science, and healthcare.

Question 5

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?

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 6

Which of the following is true about survey research?

Accepted Answer

Survey research is the most widely used method for primary data collection. The other options are either describing other research methodologies or designs (A, B, and C) or making a false statement (D).

Question 7

________ 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.

Accepted Answer

Survey research involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. This is the most widely used method for primary data collection as it allows for large sample sizes and a structured approach to data collection.

Question 8

Observation is best suited for ________ research.

Accepted Answer

The answer of Observation is best suited for ________ research.
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Question 9

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

Accepted Answer

Focus group interviewing would be the best choice because it allows for a small group of individuals to discuss and provide feedback on a product, service, or organization in a group setting. A trained moderator would be present to guide the conversation and ensure all participants have the opportunity to share their opinions. Telephone and individual interviewing may not allow for the same level of interaction and discussion among participants. A mail questionnaire or online survey would not provide the opportunity for follow-up questions or clarifications for responses.

Question 10

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 ________.

Accepted Answer

This scenario describes ethnographic research, which involves observing and interacting with consumers in their natural environments to gain a deeper understanding of their behaviors, needs, and motivations. Viral marketing involves creating content that spreads rapidly through social networks, while survey research involves collecting data through structured questionnaires or interviews. Experimental research involves manipulating variables to test cause-and-effect relationships, and niche marketing involves targeting a specific, specialized segment of the market.

Question 11

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

Accepted Answer

The response rate for mail questionnaires is generally low, as many people do not take the time to fill them out and return them.

Question 12

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

Accepted Answer

Online surveys generally have the lowest cost per response compared to other contact methods. This is because they can be easily distributed to a large number of participants without the need for physical materials or extensive staff resources. Additionally, responses can be automatically collected and analyzed, reducing the need for manual data entry and analysis.

Question 13

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 ________.

Accepted Answer

This scenario describes experimental research, where two different groups (cities in this case) are exposed to different versions of a product (different prices for the new burger) and the resulting data is used to inform decision making.

Question 14

Which of the following is true of ethnographic research?

Accepted Answer

Ethnographic research involves sending researchers or observers to watch and interact with consumers in their natural environments. It is a qualitative research approach that aims to understand culture and social behavior by studying individuals and communities in their natural settings.

Question 15

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

Accepted Answer

Observational research involves gathering primary data by closely examining relevant people, actions, and situations. This method is often used in fields such as anthropology, psychology, and sociology. It is useful for gathering information that is not easily obtainable through other methods such as surveys or interviews.

Question 16

Experimental research is best suited for gathering ________ information.

Accepted Answer

Experimental research is designed to determine the causal relationship between two variables, making it best suited for gathering causal information.

Question 17

Which of the following is an advantage of telephone interviews?

Accepted Answer

Telephone interviews are more time-efficient than personal interviews as they do not require physically traveling to the respondent's location. This enables researchers to collect data at a faster rate.

Question 18

________ 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.

Accepted Answer

The description given is that of experimental research, which involves manipulating variables and collecting data to determine cause-and-effect relationships between variables.

Question 19

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

Accepted Answer

Ethnographic research involves sending observers to watch and interact with consumers in their natural environments. Group interviewing and survey research involve asking questions to consumers, while experimental research involves manipulating variables and observing the effects. Causal research specifically seeks to establish cause-and-effect relationships.

Question 20

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 ________.

Accepted Answer

Ethnographic research involves observing and studying people in their natural environment to gain insights into their behaviors, attitudes, and experiences. The designers in this scenario were observing people in their homes to gain insights into how they used their dishwashers, which is an example of ethnographic research. The other options listed do not involve direct observation of people in their natural environment.

Quiz 4: Managing Marketing Information to Gain Customer Insights