Question 1

Once a company has conducted exploratory research and analyzed the resulting data,its next step is to .
A)choose a method for collecting primary research
B)use control techniques to check data quality
C)conduct descriptive research
D)calculate the representative sample size
E)design a questionnaire

Accepted Answer

After exploratory research, the next step is often to conduct descriptive research to further investigate and describe the phenomena identified.

Question 2

Bratwurst is not a food typically eaten in the southeastern United States.To determine how to encourage Southerners to eat more bratwurst,a manufacturer conducted a survey in which it asked,"If bratwurst were going to a picnic,what kind of clothes would it wear?" and "Of the foods in your refrigerator now,what would a bratwurst most want to socialize with?" This survey used .
A)biofeedback techniques
B)hypothetical testing
C)ethnographic methods
D)projective techniques
E)concept testing

Accepted Answer

Projective techniques are used to uncover people's subconscious thoughts and feelings by asking them to project their thoughts onto an ambiguous stimulus, such as imagining what clothes a bratwurst would wear.

Question 3

Prior to setting up its Thanksgiving Turkey Hotline,a company conducted one- on- one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In terms of exploratory research,a company conducted .
A)focus groups
B)consumer interviews
C)mail surveys
D)ethnography research
E)observational research

Accepted Answer

The company conducted consumer interviews, which involve one-on-one discussions to gather detailed insights from individuals.

Question 4

A coffee association conducted a study that reported the coffee consumption habits among different demographic and geographic segments of consumers.Even though this information may not have been the primary issue being addressed in the study,this information is helpful for coffee producers.This information for the coffee producers is classified as .
A)back- translation
B)cookies
C)data mining
D)secondary data
E)primary data

Accepted Answer

Secondary data refers to information that was collected for a different purpose but can be used for another analysis or study, such as the coffee consumption habits data collected by the coffee association.

Question 5

The basic marketing information system includes .
A)existing data,market researchers to gather more data,and the technology to convert those data into information
B)competitive intelligence,internal records,all sales personnel,and all managers
C)data,computer hardware and software,as well as MIS experts
D)information resources,technical experts,and marketing managers
E)managers at all levels,corporate culture,and external and internal data

Accepted Answer

The answer of The basic marketing information system includes .
A)existing...

Question 6

Which of the following groups is overseeing the development and maintenance of standards to protect the privacy of Internet users?
A)Internet industry
B)Interstate Commerce Commission
C)Federal Communications Commission
D)U)S.Department of Justice
E)Federal Trade Commission

Accepted Answer

The answer of Which of the following groups is overseeing...

Question 7

is the process of selecting respondents for a survey.
A)Qualifying
B)Surveying
C)Sample linking
D)Prospecting
E)Sampling

Accepted Answer

Sampling is the process of selecting respondents for a survey.

Question 8

A consumer packaged goods company uses because they offer faster and less expensive alternatives to other ways of collecting data for market research.
A)face- to- face interviews
B)telephone interviews
C)online research applications
D)mechanical observations
E)observation methods

Accepted Answer

Online research applications are typically faster and less expensive than traditional methods like face-to-face or telephone interviews, making them a popular choice for market research.

Question 9

During one day researchers counted the number of out- of- state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data would be an example of descriptive research using .
A)a hierarchical format
B)latitudinal tracking
C)a longitudinal design
D)a cross- sectional design
E)ethnographic research

Accepted Answer

A cross-sectional design involves collecting data at a single point in time, which aligns with counting cars at two specific times in one day.

Question 10

Telemarketing has had the greatest impact on which of the following data collection methods?
A)one- way interviewing
B)telephone interviewing
C)face- to- face interviewing
D)online questionnaires
E)mail questionnaires

Accepted Answer

Telemarketing has significantly impacted telephone interviewing by increasing consumer resistance to participating in phone surveys due to the association with unsolicited sales calls.

Question 11

Marketing researchers known as may have prompted an automobile company to create a specialized division called the Third Age Suit to design cars for older drivers because the average age of the buyers of one model of automobile is sixty- seven years old.
A)futurists
B)custom researcher
C)research designers
D)consumer interviewer
E)causal researcher

Accepted Answer

Futurists are researchers who study trends and predict future needs, which could lead to the creation of products like the Third Age Suit for older drivers.

Question 12

The first step in the marketing research process is to .
A)clearly understand the information needed by managers that the research is to provide
B)select samples
C)give research personnel the authority to perform the process
D)determine how data will be collected
E)set the mission statements for the research

Accepted Answer

The first step in the marketing research process is to clearly understand the information needed by managers that the research is to provide. This involves defining the problem or opportunity and determining the objectives of the research.

Question 13

Plan- It Marketing conducted focus groups,which .
A)are one- on- one interviews
B)are a type of descriptive research
C)are typically conducted in mall settings
D)are used to gather exploratory data
E)do not use a discussion leader

Accepted Answer

Focus groups are used to gather exploratory data by discussing topics in a group setting led by a moderator.

Question 14

is a type of data collection that uses a passive instrument in which the researcher simply records the consumer's behaviors.
A)Survey
B)Face- to- face
C)Observation
D)Mall- intercept
E)On- line

Accepted Answer

Observation involves recording consumer behaviors without direct interaction, using passive instruments.

Question 15

Which of the following statements about the steps in the marketing research process is true?
A)The sample must be designed after the data is collected.
B)The first step is problem definition.
C)The research design should be determined before the problem is defined.
D)The last step is to analyze and interpret the data.
E)The data collection method is selected after the researcher has determined the research design.

Accepted Answer

The first step in the marketing research process is to define the problem, which guides the entire research process.

Question 16

To determine what type of information to add to its website in order to attract more visitors,an Internet company could look at the 2002 survey by American Online/Roper Starch Adult Cyberstudy,which showed the primary activities Americans are most likely to engage in when surfing the Internet.This cyberstudy would be an example of .
A)a primary external data source
B)data mining
C)a primary internal data source
D)project data
E)a secondary data source

Accepted Answer

The survey by American Online/Roper Starch is an example of a secondary data source because it is existing data collected by another organization, not specifically for the company's current research needs.

Question 17

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has 25 million customers.Tabak will more than likely use a(n)to store and process its data.
A)distribution center
B)information downloading area
C)data warehouse
D)custom research project
E)marketing research department

Accepted Answer

A data warehouse is designed to store and manage large volumes of data, making it suitable for handling the extensive data collected by Tabak from its 25 million customers.

Question 18

A bank had been evaluating the financial value of its substantial personal customer base since 1992 to determine which types of customers were the most valuable to the bank.The bank would obtain this information from .
A)descriptive research
B)probability samples
C)primary data
D)experiments
E)sampling

Accepted Answer

The bank would obtain this information from primary data, which involves collecting new data directly from the source, such as customer surveys or transaction records, to evaluate customer value.

Question 19

Which is NOT used in online research?
A)data gathered by tracking consumers while they are surfing
B)data gathered from moderated focus groups conducted in chat rooms
C)data gathered through questionnaires on websites
D)data gathered through e- mail
E)data gathered in a mall- intercept

Accepted Answer

Mall-intercept data is collected in physical locations, not online.

Question 20

Visitors to an online virtual stock exchange use virtual dollars to "buy and sell" stocks.The traders are avid moviegoers who trade soon- to- be- released movies and bet on which will be hits or misses.These visitors would most likely be viewed as .
A)futurists
B)research designers
C)causal researchers
D)custom researchers
E)consumer interviewers

Accepted Answer

These visitors are likely to be viewed as futurists because they are making predictions about the future success of movies based on current information and trends.

Quiz 4: Marketing Research: Gather,analyze,and Use Information

Once a company has conducted exploratory research and analyzed the resulting data,its next step is to .

Prior to setting up its Thanksgiving Turkey Hotline,a company conducted one- on- one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In terms of exploratory research,a company conducted .

The basic marketing information system includes .

Which of the following groups is overseeing the development and maintenance of standards to protect the privacy of Internet users?

is the process of selecting respondents for a survey.

A consumer packaged goods company uses because they offer faster and less expensive alternatives to other ways of collecting data for market research.

During one day researchers counted the number of out- of- state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data would be an example of descriptive research using .

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

Marketing researchers known as may have prompted an automobile company to create a specialized division called the Third Age Suit to design cars for older drivers because the average age of the buyers of one model of automobile is sixty- seven years old.

The first step in the marketing research process is to .

Plan- It Marketing conducted focus groups,which .

is a type of data collection that uses a passive instrument in which the researcher simply records the consumer's behaviors.

Which of the following statements about the steps in the marketing research process is true?

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has 25 million customers.Tabak will more than likely use a(n) to store and process its data.

A bank had been evaluating the financial value of its substantial personal customer base since 1992 to determine which types of customers were the most valuable to the bank.The bank would obtain this information from .

Which is NOT used in online research?

Visitors to an online virtual stock exchange use virtual dollars to "buy and sell" stocks.The traders are avid moviegoers who trade soon- to- be- released movies and bet on which will be hits or misses.These visitors would most likely be viewed as .