Question 1

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 allow researchers to gather a large amount of data from a wide range of respondents in a standardized, structured format. Mechanical devices, such as eye-tracking equipment or sensors, can provide objective measurements of consumer behavior, preferences, and reactions. While reference books, journals, social networks, databases, and search engines can provide valuable secondary data, they are not considered primary research instruments. Open-source directories and blogs may also provide secondary data, but their reliability and validity may be harder to assess.

Question 2

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

An open-ended question cannot be answered with a simple "yes" or "no" response, and instead requires a more detailed explanation or opinion. Choice A asks for an explanation which cannot be answered with a simple "yes" or "no."

Question 3

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 a small sample of respondents, which may not be representative of the wider population, making it hard to generalize the findings. The other options are not necessarily disadvantages of focus group interviews.

Question 4

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 can influence the respondents' answers and compromise the validity of the research. It is important for researchers to be objective when formulating questions and avoid leading the respondents to a particular answer. The other options (B, C, D, and E) are all valid types of questions that can be used in research questionnaires.

Question 5

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 compared to other methods such as mail questionnaires.

Question 6

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 7

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

Given that Melissa Thomas is interested in collecting customer opinions and feedback on the current products offered by her company, an online survey would be the best contact method as it is highly flexible and can be used to gather large amounts of data within the least possible time. Online surveys are also cost-effective, easy to distribute and can be designed to ask specific questions that would provide the company with valuable insights into customer preferences and areas for improvement.

Question 8

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 involves selecting a predetermined number of participants from different categories, such as age or gender, to ensure representation of the population. It is a nonprobability sampling technique where researchers choose individuals based on specific quotas, rather than random selection.

Question 9

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 piece of information. Option D, "Would you like to try our new ice cream flavor?", is a clear example of a closed-end question as it requires a simple "yes" or "no" answer. The other options are open-ended questions as they require an explanation or opinion from the person being asked.

Question 10

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 selects members at random with equal probability, ensuring that every member has an equal chance of being selected. This is the most unbiased and representative method of sampling, making it the best choice for Margaret's research project.

Question 11

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 provided fits the definition of immersion groups, where consumers interact directly with product designers without a focus group moderator present.

Question 12

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 refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information. Quota sampling is a nonprobability sampling technique where researchers ensure that each sub-group of a population is represented. Judgment sampling involves selecting participants based on the researcher's personal judgment and expertise. Stratified random sampling is a probability sampling technique that involves dividing the population into subgroups and randomly selecting participants from each subgroup. Simple random sampling is also a probability sampling technique where each member of the population has an equal chance of being selected.

Question 13

________ 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 refers to the measurement of brain activity to learn how consumers feel and respond. Biometrics refers to the use of physical characteristics such as fingerprints or iris scans for identification. Demographics is the study of characteristics such as age, gender, and income of a particular group of people. Sampling is the process of selecting a representative group from a larger population for research purposes. Psychographics is the study of consumers' attitudes, values, and lifestyles.

Question 14

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 cost-effective and can reach a large sample size while allowing for excellent control over the sample. This method of research also saves time as results are available quickly.

Question 15

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 a contact method to gather customer opinions about the new sports shoe line. They have invited eight regular customers to talk about the shoe, with a moderator present to monitor the discussion.

Question 16

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 uses his or her evaluation techniques to select population members who are good prospects for accurate information. This method relies on the researcher's judgment and expertise to select participants who are most likely to provide insightful and valuable data.

Question 17

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

The answer of Which of the following refers to a...

Question 18

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 segment of the population selected for marketing research to represent the population as a whole. This allows for more efficient and cost-effective research by gathering information from a smaller group that accurately represents the larger population. Focus groups, immersion groups, primary groups, and secondary groups are all types of research methods that can be used within a sample.

Question 19

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 being selected, and all members are chosen completely at random. This ensures that the sample is representative of the population as a whole. Options B, C, D, and E describe different sampling methods that are not considered simple random sampling.

Question 20

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 is difficult, since participants can easily drop out or join the group without the researchers' knowledge. Additionally, it can be harder to ensure that participants in the online group are representative of the target population. The other options are not necessarily disadvantages of online focus groups.

Quiz 4: Managing Marketing Information to Gain Customer Insights

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

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

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

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

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

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?

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

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 ________.

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 ________.

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

________ 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 uses his or her evaluation techniques to select population members who are good prospects for accurate information?

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

In a simple random sample, ________.

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