Question 1

_____________ is information that is collected for the first time; used for solving the particular problem under investigation.

Accepted Answer

Primary data is information collected for the first time specifically for the purpose of solving the particular problem under investigation.

Question 2

___________ refers to the exponential growth in the volume,variety,and velocity of information and the development of complex,new tools to analyze and create meaning from such data.

Accepted Answer

The answer of ___________ refers to the exponential growth in...

Question 3

Company websites,annual reports,reports to stockholders,blogs,YouTube videos,and social media posts are examples of ___________.

Accepted Answer

The answer of Company websites,annual reports,reports to stockholders,blogs,YouTube videos,and social...

Question 4

Which of the following is the most popular technique for gathering primary data,in which a researcher interacts with people to obtain facts,opinions,and attitudes?

Accepted Answer

Survey research is the most popular technique for gathering primary data as it involves direct interaction with people to collect facts, opinions, and attitudes.

Question 5

Which of the following specifies which research questions must be answered,how and when the data will be gathered,and how the data will be analyzed?

Accepted Answer

Research design outlines the plan for answering research questions, including data collection and analysis methods.

Question 6

When developing marketing research projects,the research design specifies

Accepted Answer

The research design outlines the plan for collecting and analyzing data, including the methods and timing of data collection.

Question 7

Which of the following is a difference between primary data and secondary data?

Accepted Answer

Primary data is collected firsthand and can be kept confidential, while secondary data is typically already available and accessible to others.

Question 8

Which of the following traditional forms of survey research is the most expensive?

Accepted Answer

Executive interviews are typically the most expensive due to the high level of expertise required, the difficulty in scheduling, and the need for personalized, in-depth discussions.

Question 9

When conducting marketing research projects,which of the following statements is true of secondary data?

Accepted Answer

Secondary data can provide insights and suggest research methods needed for solving a problem, as it involves analyzing existing information that can guide further research.

Question 10

A(n)______________ consists of 7 to 10 people who participate in a group discussion led by a moderator.

Accepted Answer

A focus group consists of 7 to 10 people who participate in a group discussion led by a moderator to gather opinions and insights on a specific topic.

Question 11

The main advantage of primary data is that it:

Accepted Answer

Primary data is collected specifically for the research project at hand, and can be tailored to answer specific research questions that secondary data cannot answer.

Question 12

Which of the following indicates advantages of using secondary data?

Accepted Answer

Secondary data save time and money, help in formulating the problem statement, and can provide insights into target demographics and serve as a comparison basis.

Question 13

___________ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Accepted Answer

A computer-assisted self-interview involves respondents using a computer to read and answer questions themselves, often used in mall settings.

Question 14

Which of the following best defines the term secondary data?

Accepted Answer

Secondary data is information that was collected for a different purpose but is being used for a new research question or analysis.

Question 15

Which of the following refers to a survey research method that involves interviewing people in the common areas of shopping malls?

Accepted Answer

An intercept interview is a survey method where people are interviewed in public places like shopping malls.

Question 16

____________ is a type of survey that usually involves interviewing business people at their offices concerning industrial products or services.

Accepted Answer

An executive interview is a type of survey conducted by interviewing business people at their offices about industrial products or services.

Question 17

Which of the following is NOT correct about big data?

Accepted Answer

Advanced big data databases do allow the analysis of unstructured data, which is a key feature of big data analytics.

Question 18

A(n)_____ involves interviewing business people at their offices concerning industrial products or services,a process that is very expensive.

Accepted Answer

An executive interview involves interviewing business executives at their offices, which is costly due to the need for travel and the high value of the interviewees' time.

Question 19

The most popular technique for gathering primary data is _____.

Accepted Answer

Survey research is the most popular technique for gathering primary data because it allows for the collection of data from a large number of respondents efficiently and can be easily standardized for analysis.

Question 20

Which of the following defines computer-assisted personal interviewing?

Accepted Answer

Computer-assisted personal interviewing involves the interviewer using a computer to read questions and directly input the respondent's answers into the system.

Quiz 9: Marketing Research